In this episode recorded live at our Live Uncut event, Richard Hill sits down with Lucie , founder of Hair Syrup, to unpack one of the most inspiring eCommerce success stories of the past five years. What started as a personal solution to hair problems in a Warwick University student kitchen has exploded into an 8-figure business that became the most viral hair care brand on TikTok globally.

Lucie walks us through the moment she realized Hair Syrup was going to be massive, her unconventional journey from mixing oils with measuring spoons to managing 7 hours of meetings daily while staying creative, and why her Dragons' Den rejection turned out to be the best thing that ever happened to her business. She explains how she reduced TikTok Shop revenue from 49% to less than 23% through strategic diversification, her unconventional hiring philosophy of not hiring people who've had traditional jobs, and why content creation should come naturally if you're in the right role.

This episode covers the untold story of what really happened on Dragons' Den including footage that never aired, why Steven Bartlett's concerns about platform dependency were valid but the exposure was priceless, going viral for three consecutive weeks after the show and turning down 60 investors who reached out, shifting TikTok from revenue driver to brand awareness touchpoint, the power of Meta ads, email marketing, SMS campaigns, gift with purchase strategies, and in-person events for building a DTC brand, managing the balance between operational meetings and creative work as a founder, and why the Goldman Sachs 10KSB program transformed her business more than any book could.

Lucie's story proves that sometimes the best businesses aren't meticulously planned, they find you. With no formal business training, no business books read, and starting with just a few hundred pounds, she's built a beauty empire that rivals established brands globally. Whether you're in eCommerce, building a DTC brand, managing social media strategy, or fascinated by modern entrepreneurship, this episode is packed with tactical insights on platform diversification, content creation at scale, viral marketing, and building a brand that resonates deeply with customers.

Listen to the full episode now, and don't forget to hit subscribe.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered:

00:00 Introduction and angel number synchronicity

01:14 How Hair Syrup started in a student kitchen

04:33 The viral TikTok that changed everything

08:11 Scaling from 10 bottles to 8 figures

14:36 Dragons' Den: the untold story

21:55 Going viral for 3 weeks and rejecting 60 investors

25:50 Unconventional hiring philosophy

32:15 Content creation strategy: 25 posts per day

39:57 Diversifying revenue beyond TikTok

41:37 Meta ads, email marketing and event strategy

43:50 Why Lucy's never read a business book

44:23 Goldman Sachs 10KSB program recommendation

In this solo episode, Richard Hill breaks down the one thing that keeps coming up with every successful eCommerce founder he's interviewed over the past five years. It's not marketing strategy, tech stack, or hiring process. It's something simpler, but most founders get it completely wrong.

Richard explains why sharing your vision consistently, clearly, and with your entire team is the difference between teams that move fast and make smart decisions, versus teams that feel disconnected from the bigger picture. He walks through the exact framework he uses in his own business: creating a one-year picture and three-year vision, working with senior leadership to define measurable outcomes, and most importantly, re-sharing that vision every three months in all-hands meetings.

This isn't about fancy mission statements on the wall. It's about giving your team ownership, showing them how their work contributes to the bigger picture, and creating a culture where people want to stay because they can see a future for themselves in your vision. Richard shares why some team members will buy in immediately, why others will self-select out, and why that's actually a good thing.

He also covers the practical side: what success looks like in your business one year from now versus three years from now, how to bridge the gap between current revenue and ambitious targets with measurable KPIs, why re-sharing your vision quarterly is non-negotiable, and the importance of off-site all-hands meetings to make vision updates feel like events, not tasks.

If you're a founder or leader who's ever wondered why your team doesn't seem as fired up about the business as you are, this episode will change how you think about communication, alignment, and growth. The shift from keeping your vision in your head to making it visible to everyone is the unlock.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 Introduction: The one thing successful founders do differently

01:22 Why your team can't help you build what they can't see

02:36 Giving team members ownership through shared vision

03:21 The one-year picture vs three-year vision framework

05:52 Personal vision for founders: creating time and space

07:10 Sharing your vision with the whole company for the first time

08:28 The biggest mistake: set it and forget it

09:12 Quarterly all-hands meetings: making vision updates an event

10:30 Book recommendation: Traction by Gino Wickman

11:20 Core focus and purpose: what drives outstanding culture

12:23 Final thoughts and where to subscribe

In this episode, Richard Hill sits down with Nick Preston, the commercial force behind Muscle Food, to unpack one of the most intense business turnaround stories in UK eCommerce history.

Nick shares the raw, unfiltered account of building a category-defining nutrition brand, being forced out by shareholders, and then getting a phone call that gave him less than 24 hours to decide if Muscle Food lived or died.

Nick breaks down the complete journey, from creating the viral protein pizza that sold over 700,000 units in year one, to being removed from the business in September 2024, to receiving the call in July 2025 that the company was days from administration. He explains the 72-hour scramble to save the business, rebuilding trust with suppliers who'd pulled credit, and making brutal decisions with 150+ jobs on the line and no safety net.

This isn't a polished success story. It's a masterclass in resilience, crisis leadership, and what really happens when rapid scaling breaks a business. Nick explains why the business didn't need fixing, it just needed to evolve. Why shareholders got it wrong when they tried to shrink the company into profit. And why sometimes you have to throw caution to the wind when everyone's telling you not to do it.

Nick shares how Muscle Food became known for "making dirty foods clean," the mistakes made during hypergrowth, what actually breaks when you scale too fast, and why he's now building the business his way for the long term. He also discusses the role of AI in the future of eCommerce, the importance of team stability after years of upheaval, and why he doesn't read business books anymore.

If you're scaling an eCommerce brand, leading through crisis, or trying to understand what sustainable growth actually looks like, this episode is essential. The shift from reactive firefighting to strategic evolution is here, and the founders who understand the difference will build businesses that last.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered:

00:00 Introduction: The 24-hour deadline to save Muscle Food

02:09 Meet Nick Preston and the origin story of his partnership with Muscle Food

04:32 Creating the viral protein pizza: 700,000+ units sold in year one

06:00 Developing 130+ products and the "make dirty foods clean" philosophy

07:16 The truth about being forced out by shareholders in September 2024

09:35 July 2025: The phone call that changed everything

12:15 Less than 24 hours to decide if Muscle Food lives or dies

14:40 Due diligence at speed with no safety net

18:28 The 72-hour scramble to save the business from administration

22:10 Rebuilding supplier trust when credit's been pulled

27:15 Communicating with the team during crisis

32:50 The mistakes made during rapid growth phases

38:42 What actually breaks when you scale too fast

45:20 Leadership under pressure: carrying 150+ jobs on your shoulders

52:10 Making brutal decisions with no time and no safety net

58:30 The vision for Muscle Food: evolution vs fixing

01:00:13 The role of AI in eCommerce and Muscle Food's future

01:02:28 Book recommendation: John Grisham novels for disconnecting from work

01:03:00 Where to find Nick Preston and Muscle Food

In this episode, Richard Hill sits down with Matthias Kleven, Head of Northern European Partnerships at Shopify, to unpack one of the biggest platform shifts eCommerce has seen in over a decade—the ability to buy directly from AI agents without ever leaving the conversation.

Matthias breaks down Universal Commerce Protocol (UCP), an open framework co-developed by Google and 20+ retailers that allows agents like ChatGPT, Google Gemini, and Microsoft Copilot to handle the entire buying journey—from discovery to cart logic to checkout—without redirecting to a website. For Shopify merchants in the U.S., this is already live. For non-Shopify merchants, the Shopify catalog is now open for the first time ever, allowing anyone to sell into these agentic platforms.

This isn't theoretical. It's happening now. And the implications for conversion rates, customer experience, and how merchants think about SEO and product optimization are massive.

Matthias explains why 50 million commerce-related queries happen daily on ChatGPT alone, how merchants can toggle agentic storefronts as channels in their Shopify admin, and why optimizing product catalogs, FAQs, and shipping details is now as critical as traditional SEO ever was. He also shares how UCP sits as a universal adapter layer on top of existing APIs and tech stacks—it's not a replacement, it's an accelerator.

If you're running an eCommerce store, managing a brand, or building strategy around the future of shopping, this episode is essential. The shift from keyword search to conversational commerce is here, and the merchants who prepare now will dominate the next era of online retail.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 — Introduction: The biggest shift eCommerce has seen in a decade

01:38 — Meet Matthias Kleven, Head of Northern European Partnerships at Shopify

02:10 — Matthias's journey from programmatic ads to partnerships at Shopify

04:52 — What is Universal Commerce Protocol (UCP)?

05:37 — Why now is the perfect time for agentic commerce

08:52 — 50 million commerce queries daily on ChatGPT alone

10:23 — Buying without leaving the agent: how UCP eliminates checkout friction

12:54 — Conversion rate implications when you remove the redirect

15:06 — Agentic storefronts for Shopify merchants and the Shopify catalog for non-Shopify brands

17:39 — How merchants manage agentic platforms as channels

18:41 — Optimizing product catalogs for AI discovery: the new SEO

21:28 — Post-purchase experience and how UCP layers on top of existing tech stacks

25:36 — UCP rollout: live in the U.S., coming soon to the UK

28:52 — Consumer adoption: will people trust buying from AI agents?

32:18 — Why investing in LLM visibility is the smartest move merchants can make right now

33:29 — Where agentic commerce is heading in the next 6–12 months

38:50 — Book recommendation: Find Your Why by Simon Sinek

39:53 — Where to find Matthias and learn more about UCP

In this episode, Richard Hill sits down with Alexandra Stephens, Head of Performance at eComOne, to unpack how performance marketing has transformed from granular manual work to AI-powered automation, and why human insight around profitability still matters more than ever.

Alex shares her journey from fashion merchandising to leading paid advertising strategies across Google, Meta, and Microsoft, revealing how the industry shifted from SKAG-based campaigns to algorithmic bidding. But automation isn't the full answer. She explains why ROAS has become a vanity metric, how to feed profit margin data directly into your campaigns, and why visiting a client's warehouse is non-negotiable for building real strategy.

They discuss multi-channel integration (PPC, SEO, email), creative differences between intent-driven search ads and discovery-driven social, and how to prepare for Black Friday a month in advance by segmenting products early. Alex also introduces incrementally testing, proving what's actually driving revenue versus what just looks good on a dashboard, and shares her thoughts on the upcoming wave of ads on ChatGPT and other LLMs.

If you're running paid campaigns, managing budgets across channels, or trying to shift from surface-level metrics to genuine profit growth, this episode delivers tactical frameworks and real-world advice from someone actively managing multi-million pound accounts.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:04 — Introduction: Performance marketing and measuring real impact

00:52 — Meet Alexandra Stephens, Head of Performance at eComOne

01:28 — Alex's journey from fashion merchandising to performance marketing

02:49 — The shift from manual SKAG campaigns to AI-driven automation

04:06 — Why profit margins matter more than ROAS

07:24 — Understanding your client's business and warehouse operations

09:42 — How paid advertising works alongside SEO and email

13:34 — Creative strategy differences: search ads vs. social ads

16:10 — Where automation helps and where manual intervention is essential

17:39 — Preparing for Black Friday and peak trading periods

19:39 — Incrementality testing and proving true campaign effectiveness

21:28 — Ads on ChatGPT and LLMs for eCommerce brands

22:37 — Book recommendation: Good Vibes, Good Life by Vex King

23:08 — Where to find Alex and connect on LinkedIn

TikTok Shop strategy. Live shopping chaos. Creator-led growth.

In this episode, Sarah Lee (Head of Social & Influencer Marketing) and Kiri Leach (DTC & E-Commerce Ops) from The INKEY List reveal how they turned TikTok Shop from a curious experiment into a revenue powerhouse—now driving 21% of their shop revenue through live streams alone.

From accidentally selling 1,000 sunscreens for £1 each to navigating a store cap disaster during a Winter Wonderland live, Sarah and Kiri share the real, messy, brilliant truth about building a live shopping strategy that actually works. They break down how they structure lives with minute-by-minute scripting, pivot in real-time based on audience data, and use bundles strategically to drive both acquisition and LTV.

But it's not just about the lives. They explain how affiliates have become a core acquisition channel, how they balance profitability with brand awareness across TikTok Shop and DTC, and why their skincare quiz remains one of their most valuable tools for converting new customers into loyal buyers.

If you're thinking about TikTok Shop, already running it, or wondering how to make creator-led commerce work for your brand, this episode is a hands-on manual packed with tactical advice, real numbers, and honest lessons learned.

Listen to the full episode now, and don't forget to hit subscribe.

Topics Covered

00:00 — Introduction: TikTok Shop strategy and live shopping success

00:49 — Meet Sarah Lee & Kiri Leach from The INKEY List

02:01 — How The INKEY List differentiated in a crowded skincare market

03:23 — The power of their skincare quiz for driving LTV

06:12 — First TikTok Shop live: the £1 SPF disaster and lessons learned

08:18 — Winter Wonderland chaos: 50-order cap and real-time problem solving

11:50 — How they structure lives now: scripting, bundles, and pivoting on audience data

15:03 — Balancing social, e-commerce, and TikTok Shop across teams

19:28 — Bundle strategy: profitability, stock forecasting, and limited-time deals

23:52 — The affiliate engine: how creators drive 21% of shop revenue

27:07 — Events, outreach, and building relationships with TikTok affiliates

32:02 — What to sell on lives to stay profitable and drive retention

34:40 — Bridging TikTok Shop customers to DTC and loyalty programs

36:14 — Top advice for scaling TikTok Shop: consistency and operational setup

38:08 — Book recommendations: Bad Blood and A Lady's Tour Around Mont Rosa

39:56 — Where to find Sarah, Kiri, and The INKEY List

Theo Roberts — SEO Isn't Dead. It's Everywhere.

SEO is dead. Again. Apparently.

Another week, another LinkedIn post declaring the end of search as we know it. AI overviews are stealing clicks. LLMs are the new gatekeepers. Google's slipping. And suddenly, everyone's an expert on what's "killing" SEO.

Here's the truth: SEO isn't dead. It's evolved. And if you're still optimizing like it's 2019, you're already behind.

Theo Roberts—Head of SEO at eCom@One—joins Richard this week to set the record straight on what's actually happening with AI, search, and how eCommerce brands should be thinking about visibility in 2025.

Fresh from talks at eCommerce Expo and the Salesforce Summit, Theo breaks down the real impact of AI overviews, LLMs, and the rise of platforms like Reddit, TikTok, and ChatGPT as search engines. This isn't fear-mongering. It's practical, tested strategy from someone who's delivering results right now.

They dig into why Google still holds 89% of search (but why that's dropped for the first time), how to actually optimize for AI visibility without abandoning traditional SEO, and why the brands winning right now are the ones thinking bigger than just the SERP.

Theo shares a case study where answering Reddit questions led to 11% of content acquisition and a 124% revenue increase. He explains why link building has had a resurgence, how to stabilize volatile rankings with category-focused PR, and why "search everywhere optimization" is the mindset you need to adopt—now.

Whether you're drowning in AI panic, frustrated by stagnant rankings, or just trying to figure out what the hell to prioritize next, this episode cuts through the noise with clarity, examples, and a roadmap you can actually follow.

Listen to the full episode now. And remember: SEO isn't dead. You just need to know where to show up.

Find out more about your AI Visibility Audit here.

Topics Covered

00:00 — Introduction: Why AI and SEO are dominating industry conversations right now

03:15 — Should brands optimize for customers or algorithms? (Spoiler: both)

06:42 — Is Google still king? The 89% stat and what it really means

10:28 — Why "search everywhere optimization" is the new SEO

14:51 — AI overviews explained: when they show up and how to get featured

19:33 — The Reddit strategy that drove 124% revenue growth in 6 months

25:47 — Link building is back—and it's working faster than you think

31:16 — Category pages are the cheat code: technical + content + PR

35:02 — How to check your AI visibility (and why it matters before ChatGPT launches shopping)

40:29 — Why video is now essential for ranking in AI overviews

44:18 — The content refresh routine that protects your rankings

47:55 — Theo's prediction: SEO is beyond the SERP

AI, Amazon & the future of eCommerce

The buzz around AI isn’t slowing down—and for good reason.

It’s not just another shiny tool. It’s changing how businesses work, grow, and compete.

This week, Richard sits down with JJo Lambadjieva, CEO and founder of Amazing Wave, to break down what AI really means for Amazon sellers and eCommerce brands.

Jo’s been in the game for 14+ years—running performance marketing for D2C and retail, supporting Amazon vendors through his boutique agency, and later leading strategy and operations at a major aggregator. When ChatGPT dropped in 2022, he saw what was coming and started building AI into everyday workflows.

In this episode, Joe and Richard cut through the hype and share real strategies:

• How AI uncovers hidden inefficiencies in your business
• Why even solo operators can scale productivity with the right tools
• What evolving search and customer behavior means for the future of selling

It’s not about replacing people. It’s about giving teams leverage, speeding up the boring work, and staying competitive as the landscape shifts.

Whether you’re an Amazon pro, just testing AI in your processes, or curious where the industry’s headed, this one’s packed with practical advice and real-world examples.

Listen now—and start spotting opportunities AI can unlock for your business.

Topics covered:

00:00 "Integrating AI in E-commerce SEO"

06:30 ChatGPT: Second Brain on Walks

10:25 AI's Organizational Impact: Efficiency, Data, Talent

11:26 AI as a Team Enhancement Tool

16:01 AI Innovations with MCP and Artifacts

18:48 "AI: Utility Over Hype"

22:45 AI Meeting Recorders Enhance Interviews

26:13 Improving Data Hygiene and Organization

29:19 "Rufus AI: Transforming Amazon Shopping"

34:13 "Rufus Blueprint Analysis Highlights"

38:02 Empowered Teams Boost Efficiency

41:54 "Invest in Data and AI Search"

45:36 Improving Brand Presence in LLMs

46:35 Expert Tool Recommendations for Ecom

51:02 "AI E-Commerce Newsletter"