The Boring Ecom Podcast

The Real State of Meta Ads in 2025 with Andrew Foxwell

Andrew Foxwell has been in the trenches longer than almost anyone—from running Facebook ads for 120 members of Congress to scaling Beats by Dre pre-Apple acquisition. He's seen every boom, bust, and algorithm change since the platform's early days.
In this episode, Andrew pulls back the curtain on what's really happening with Meta ads in 2025. Spoiler: it's not just you—performance is down across the board, and he explains exactly why. From signal loss to economic uncertainty to Meta's AI overreach, he breaks down the macro and micro factors crushing advertiser performance.
But this isn't just doom and gloom. Andrew reveals what separates the brands still scaling from those getting crushed: inventory strategy, creative innovation, and the ability to find new customer segments when everyone else is stuck in the same playbook.
We also dive deep into agency building—how Andrew and his wife Gracie built Foxwell Digital into a 12-year operation with multiple revenue streams, why most agencies fail at differentiation, and his controversial take on hiring (hint: it involves paying women more and asking better questions).
Plus: why Andrew thinks 2025 could be the year things turn around, the real story behind his move from politics to e-comm, and how the Foxwell Founders Community became the "Bentley" of marketing communities.
Key Topics: (01:00) From Congressional Press Secretary to Facebook Ad Pioneer (07:15) Building a 12-Year Agency: Lessons in Diversification (18:22) The Brutal Truth About Starting an Agency Today (25:10) Hiring Strategies That Actually Work (And Why Most Don't) (40:27) The Real State of Meta Ads in 2025 (47:44) What Separates Winning Brands from the Rest (51:51) Testing Frameworks: Creative, Offers & Landing Pages (56:08) Inside the Foxwell Founders Community
Thank you to our sponsors
Lifetimely By AMP
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Building and Selling a $10M+ App: Dennis Hegstad's Journey To An 8 Figure Exit

From MySpace Influencer to $10M+ SaaS Exit—How Dennis Hegstad Built LiveRecover
Dennis Hegstad's path from teenage Counter-Strike pro to serial entrepreneur reads like a blueprint for platform-agnostic business building. With exits including LiveRecover's multi-million dollar acquisition by Voyage and a track record spanning meme pages, Fashion Nova's paid acquisition, and multiple Shopify apps, Dennis has mastered the art of spotting opportunities before they become obvious.
In this episode, he reveals the real story behind LiveRecover's human-powered SMS strategy that revolutionized abandoned cart recovery, why he was spending $100k daily on Meta ads with 800% ROI during the "golden age," and the brutal reality of platform risk that just killed two of his businesses in back-to-back Shopify updates.
From building 13 million Twitter followers through viral meme accounts to running Fashion Nova's paid acquisition at scale, Dennis shares the frameworks that helped him navigate multiple business cycles—and why his next bet is on American-made CPG products in an uncertain tariff landscape.
Key Topics:
(01:25) From Gaming Clan Sponsorships to $1,500/Month at Age 14
(06:17) Building 13 Million Twitter Followers with Viral Meme Pages
(12:45) The Fashion Nova Years: $100k Daily Ad Spend with 800% ROI
(18:30) Why LiveRecover Beat Attentive with Human-Powered SMS
(24:20) The Shopify Checkout Revolution That Killed Two Apps
(29:15) Platform Risk Lessons: When Your $10M Business Dies Overnight
(35:40) AI Content Flooding vs. Authentic Brand Building
(42:50) Meta Ads Evolution: From 15% Fees to ASC Automation
(48:35) Watch Collecting & Micro-Brand Success Stories
(52:10) What's Next: American CPG in the Tariff Era
Follow Dennis on X (@DennisHegstad) for real-time insights on e-commerce tools, platform risk, and his latest product ideas.
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Viral Shoe Flip to 7-Figure Growth: Drew Arciuolo's VKTRY Gear Marketing Secrets

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Drew Arciuolo transformed his family's footwear business into a social media phenomenon by focusing on one simple thing: genuine reactions. From struggling through COVID to 3.5x growth in a single year, Drew reveals how VKTRY Gear found its perfect audience in basketball players trying to increase their vertical.
In this episode, Drew breaks down his content strategy: documenting real athletes' reactions instead of scripting ads, spending 115 days on the road capturing authentic moments, and building a 20-terabyte content library that drives both organic growth and paid acquisition. He shares how pivoting from a broad athletic audience of 65 million people to a hyper-focused niche of 900,000 basketball players unlocked explosive growth.
What makes Drew different? He's not just a marketer—he's a former athlete with a competitive drive that won't quit, waking up at 4AM with ideas and texting them to himself. Whether you're struggling to find your audience or looking to scale through authentic content, Drew's journey offers a masterclass in patience, focus, and community-building.
We also talk athlete mindset, viral hooks that actually convert, and why showing up in person creates an unbeatable moat for your brand. Plus, the Mac McClung partnership that crashed their site and became their most-searched week ever.
Key Topics: (01:32) From College Athlete to VP of Marketing at His Family's Business (04:18) The 7-Year Journey from Struggling Startup to Social Media Powerhouse (08:00) How COVID Nearly Killed the Business and Forced a Pivot (10:00) Finding Product-Market Fit by Going Smaller, Not Bigger (13:50) The Viral Video That Changed Everything (18:20) Building a Brand Through Authentic In-Person Connections (21:12) The Emotion-Driven Content Formula That Sells (27:40) Athlete Mindset vs. Entrepreneur Mindset (34:00) Partnering with NBA Dunk Champion Mac McClung
Thank you to our sponsors
Alia Pop Ups⁠
Follow Joe (⁠⁠⁠⁠⁠⁠X⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠) and Richie (⁠⁠⁠⁠⁠⁠X⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠) for more e-commerce insights and to join the conversation.

Vibe Marketing 101 With Jacob Posel (AI Expert)

Today, we’re joined by AI engineer and viral Twitter phenom Jacob Posel for a deep dive into what he calls vibe marketing—the art of using multimodal AI to generate brand-ready images, ads, and creative direction… without a design team.
Jacob breaks down why the future of ad creation will be prompted, not Photoshopped—and how the brands who learn to speak AI will outpace those still stuck in Figma. He shares his firsthand lessons from prompting thousands of ads, explains how to manipulate reference images for better output, and reveals why iterating in the same chat is a fatal mistake most people make.
We also get into the bigger picture—the business models this tech unlocks, how creators can sell their likeness as training data, and why the next AI gold rush might be in evaluation layers, not generation tools.
If you’ve been overwhelmed by AI or unsure where to start, this episode will flip the switch—and give you the practical tools to use AI every day like a superpower.
Key Topics:
(02:11) Why Most People Still Suck at Using AI(06:53) What “Vibe Marketing” Actually Means(11:07) Image Prompting Best Practices & Pitfalls(16:22) Why Your Edits Should Always Start a New Chat(21:31) The Role of AI Intuition in the Modern Workforce(33:44) Recreating a High-Converting AG1 Ad with AI(43:10) The Future of Ads, AI Models, and Business Models(50:01) Why Selling Likeness Might Be the New UGC(55:02) Jacob’s #1 Piece of Advice for Mastering AI
Thank you to our sponsors:
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⁠⁠⁠⁠Postscript⁠⁠⁠
Follow Joe (⁠⁠⁠⁠X⁠⁠⁠⁠ | ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠) and Jacob for more e-commerce insights and to join the conversation.

From Bankruptcy to $72 Million: Luca Washenko on TikTok Shop

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Luca Washenko’s story reads like a case study in chaotic brilliance. From reselling sneakers at 14 to facing lawsuits, debt, and nearly going bankrupt—he’s been through every extreme. But after losing everything, he didn’t just bounce back—he built a $72 million brand powered by TikTok Shop.
In this episode, Luca breaks down exactly how he did it: the affiliate hacks, the creator flywheel, and the product testing system that took him from his mom’s basement to 8-figure months. He also pulls back the curtain on TikTok Shop—the hype, the hidden pitfalls, and why most brands shouldn’t touch it.
What makes Luca different? He’s not optimizing buttons on a landing page—he’s obsessively studying the psychology behind virality, outmaneuvering giants with speed, and building creator ecosystems from scratch. Whether you’re just starting out or scaling past 7-figures, Luca’s insights hit hard.
We also talk info products, short-term wins vs. long-term leverage, and why most partnerships fail. Spoiler: it’s not about contracts—it’s about trust.
Key Topics:(01:45) From Selling Caffeine Vapes in College to TikTok Virality(07:51) Scaling with 75 Creators and 150 TikTok Accounts(10:55) The Harsh Reality of TikTok Shop (and Its Ceiling)(13:13) Product Testing, Affiliate Arbitrage & Viral Angles(22:00) Why You Must Stay Ahead of the Curve(31:45) The Info Product Trap vs. Building a Real Brand(38:10) How Luca’s Structuring His Path to a $100M Exit(43:15) The Most Dangerous—and Most Powerful—Lever in Business
Thank you to our sponsors
Alia Pop Ups⁠
Follow Joe (⁠⁠⁠⁠⁠⁠X⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠) and Richie (⁠⁠⁠⁠⁠⁠X⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠) for more e-commerce insights and to join the conversation.

How to Craft Novel Marketing Ideas with Matt Epstein

Matt Epstein’s story is a crash course in modern entrepreneurship. At just 23, he's been through the wringer—he launched a custom product business, lost money despite massive sales, and ended up in debt. But rather than tapping out, he regrouped. Dropshipping helped him regain confidence, and now he's building an agency and new e-commerce ventures.
Matt keeps it real about the agency game: most ideas suck until they don’t. What separates winners is how fast you can test, adapt, and pivot. He’s spent millions on paid ads, learning firsthand what works and what doesn’t. One of his big takeaways? Positioning is everything. Take Mary Ruth’s vitamins—same basic ingredients as hair serums, but packaged differently, and suddenly it’s a hit. It’s less about reinventing the wheel and more about how you sell it.
He also emphasizes cutting through the brand fluff. Early-stage companies obsess over logos and color palettes when they should be focused on getting results. Speed beats perfection. Brand guidelines shouldn't hold back progress—especially when nobody really knows or cares about your brand yet.
Matt is a big believer in the power of the right angle. You’re not selling filtered water—you’re selling better skin. He’s also bullish on AI-powered SEO, seeing platforms like ChatGPT and Perplexity as new search engines in disguise. If you're not thinking about how to rank in AI, you're already behind.
Bottom line: move fast, test everything, tell a great story, and don’t get precious about your brand.
Key Topics: (03:38) Matt Epstein’s Entrepreneurial Journey
(08:06) Creating Winning Products with Unique Positioning
(16:38) “Ideas Are Just Ideas”
(25:30) The Pitfalls of Over-Indexing on Brand
(33:38) Why Founders Need to Tell Their Story
(35:32) Ranking on ChatGPT and Other AI Platforms
(40:51) Training AI Models to Put the Spotlight on Your Brand
(42:42) Who Will AI Replace?
 
Thank you to our sponsors
⁠⁠⁠⁠⁠⁠AfterSell⁠⁠⁠⁠⁠⁠ 
⁠⁠⁠⁠⁠⁠Parker⁠⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠Rivo⁠⁠⁠⁠⁠
⁠⁠⁠⁠⁠⁠Postscript⁠⁠⁠⁠⁠
Follow Richie (⁠⁠⁠⁠⁠⁠X⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠) and Joe (⁠⁠⁠⁠⁠⁠X⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠⁠⁠) for more e-commerce insights and to join the conversation.

How to Not Lose Money in E-commerce With Fan Bi

“E-Commerce is a much harder business than is purported in marketing.”
Today, we’re joined by DTC legend Fan Bi all the way from Australia! With over 15 years of e-commerce experience under his belt, Fan’s peeling back the industry's glossy exterior to expose why the majority of today’s business owners stay poor.
Fan dives deep into the operational challenges that frequently lead to financial strain for e-com businesses of all sorts. He offers a ton of practical advice aimed at helping entrepreneurs navigate the harsh realities of our field while maintaining profitability for the long-term!
As we shift the focus to the low-bid market, Fan demystifies misconceptions surrounding enterprise value and business exits. Many small business owners erroneously chase revenue multiples, not realizing that true value lies in cash flow and sustainable models, often determined by a multiple of EBIT.
Finally, Fan discusses the dangers of personal guaranteed debt and the importance of aligning ambition with a realistic outlook on the day-to-day when running a business!
Key Topics:
(03:58) Buying DTC Brands in “Special Situations”(06:31) Why Most E-Commerce Business Owners Stay Poor(11:36) The Value of Operators in Leadership Roles(16:51) Striking the Right Balance Between Operations and Marketing(22:36) Fan’s M&A Predictions for Q1 2025(26:52) Treating E-Commerce Like a Small Business(31:37) The Superpower That All Successful E-Commerce Operators Possess
Thank you to our sponsors
⁠⁠⁠⁠AfterSell⁠⁠⁠⁠ 
⁠⁠⁠⁠Parker⁠⁠⁠⁠
⁠⁠⁠⁠Rivo⁠⁠⁠
⁠⁠⁠⁠Postscript⁠⁠⁠
Follow Richie (⁠⁠⁠⁠X⁠⁠⁠⁠ | ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠) and Joe (⁠⁠⁠⁠X⁠⁠⁠⁠ | ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠) for more e-commerce insights and to join the conversation.
 

How Product Selection Makes or Breaks Your LTV Potential with Alex Greifeld

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If you want to succeed in the e-commerce world in 2025, you have to be ready to defy some “tried-and-true” industry best practices.
Today we’re joined by growth marketing extraordinaire Alex Greifeld. She shares what led her to launch her blog and newsletter, "No Best Practices", which offers a fresh perspective on understanding a brand's DNA and traditional marketing strategies.
“There’s a lot of mythbusting to be done in the ecommerce and online marketing world.”
We’re dissecting the unique hurdles and opportunities in fashion, infomercials, and products requiring patience to see results. Alex offers practical advice for e-commerce newcomers looking to see results from Facebook ads, direct response campaigns, and even dropshipping.
We’re also spilling the secrets to customer retention, with Alex emphasizing that genuine retention improvements often stem from product quality, not just clever marketing. Finally, we’re talking about why most DTC brands are either bankrupt or destined to remain penny stocks, as well as the art of creating compelling messaging to take your brand awareness to a whole new level!
Key Topics:
(07:36) The Three Product Categories in E-Commerce(19:55) Product Category Categorization and Fusion(28:55) Leveraging Customer Retention for Success(36:28) Why LTV Becomes Less Predictable the Harder You Scale Acquisition(45:43) Stages of Brand Growth Strategies
Thank you to our sponsors
⁠⁠⁠⁠AfterSell⁠⁠⁠⁠ 
⁠⁠⁠⁠Parker⁠⁠⁠⁠
⁠⁠⁠⁠Rivo⁠⁠⁠
⁠⁠⁠⁠Postscript⁠⁠⁠
Follow Richie (⁠⁠⁠⁠X⁠⁠⁠⁠ | ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠) and Joe (⁠⁠⁠⁠X⁠⁠⁠⁠ | ⁠⁠⁠⁠LinkedIn⁠⁠⁠⁠) for more e-commerce insights and to join the conversation.

How To Craft A Winning Subscription Offer With Matt Holman

Sign up for ⁠⁠⁠our newsletter⁠⁠⁠ to get access to our template for AI prompts and the payback model template from last weeks episode.
In this packed episode, Richie and Joe interview subscription expert Matt Holman about what's actually working in subscription ecommerce right now. Matt breaks down why the standard "subscribe and save 10%" model is the "bane of his existence" and reveals the strategies top brands are using instead. You'll learn why bulk options (30/60/90 day supplies) are driving higher AOVs AND better retention, why free gifts convert better than deeper discounts, and how smarter product page design can dramatically increase subscription take rates. Matt shares real examples from brands like Pretty Boy skincare and Jolie, explaining exactly how they've optimized their offers. Plus, get tactical insights on measuring subscription cohorts, analyzing LTV by offer type, and making smart decisions even with imperfect data. Whether you're just starting with subscriptions or looking to optimize your existing program, this episode delivers actionable strategies you can implement today.
TIMESTAMPS
(02:46) Introduction and Guest Welcome 
(05:32) Subscription Offers: The Basics 
(08:11) Optimizing Subscription Offers 
(12:45) Case Study: Pretty Boy Skincare 
(17:56) Incentivizing with Gifts 
(23:20)  First-Order Profitability vs Long-Term LTV
(26:30) Exploring Subscription Offers 
(28:29) Try Before You Buy 
(31:10) Designing Subscription Components 
(34:49) Data-Driven Decisions 
(40:26) Conclusion and Next Steps
 
Thank you to our sponsors
⁠⁠⁠AfterSell⁠⁠⁠ 
⁠⁠⁠Parker⁠⁠⁠
⁠⁠⁠Rivo⁠⁠
⁠⁠⁠Postscript⁠⁠
 
Follow Richie (⁠⁠⁠X⁠⁠⁠ | ⁠⁠⁠LinkedIn⁠⁠⁠) and Joe (⁠⁠⁠X⁠⁠⁠ | ⁠⁠⁠LinkedIn⁠⁠⁠) for more e-commerce insights and to join the conversation.

The Pop-Up Strategy That Generated $2M in 6 Days (Alia Mini Series #2)

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Love 'em or hate 'em, pop-ups are the workhorses of ecommerce list building—but most brands are doing them dead wrong. In this no-BS conversation, Shaan Arora (founder of Alia) reveals why your mystery discount probably sucks, when to reveal your offer, and how to stop pissing off customers who already gave you their email. Richie and Joe dig into the numbers that actually matter, the perfect timing to display your pop-up, and why smart brands are building personalized pop-up experiences for different traffic sources. This episode is packed with actionable tactics that could easily double your list growth overnight.
 
TIMESTAMPS
(01:28) Introduction: Shaan & Alia
(03:45) Pop Up Hacks
(05:51) Email and SMS Strategies 
(07:44) Conversion Rates and Offers 
(10:26) Testing and Metrics 
(13:07) Pop Up Best Practices
(18:58) Concerns About Pop-Ups 
(21:17) Influencer-Specific Pop-Ups 
(23:50) Opt in Rate Expectations
(29:19) How to Filter Pop-Ups 
(31:02) Data and Testing Insights 
(32:31) Conclusion and Final Thoughts
 
Follow Shaan https://x.com/iamshaanarora
 
Special thanks to our mini-series sponsor Alia.
 
Follow Richie (⁠X⁠ | ⁠LinkedIn⁠) and Joe (⁠X⁠ | ⁠LinkedIn⁠) for more e-commerce insights and to join the conversation.