The Boring Ecom Podcast
The Boring Ecom Podcast, hosted by Richie Mashiko (Head of Growth at She’s Birdie) and Joe Siegel (Head of E-commerce at Feastables), dives deep into the unglamorous yet crucial aspects of running successful e-commerce brands. While most industry content focuses on marketing and ads, this show explores the critical ’boring’ stuff - from finance and operations to supply chain and hiring. Through candid conversations and real operational insights from their experiences running 7-8 figure brands, Richie and Joe break down complex topics into actionable advice for e-commerce operators, founders, and team members at all levels. Expect unfiltered discussions, practical strategies, and a healthy dose of humor as they demystify the hidden mechanics of successful e-commerce businesses.
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Episodes
Thursday Mar 06, 2025
Thursday Mar 06, 2025
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Ever wonder why some e-commerce brands crush it while others bleed money? In this kickoff to their miniseries with Alia, Richie and Joe break down the exact financial model they use to evaluate business health. No fancy MBA required - just real talk about unit economics, customer retention, and how to know if your business actually makes money. Plus, they share the spreadsheet template they use with their own brands.
Timestamps(01:24) Welcome & Introducing Alia (03:56) Key Metrics: MER and CAC to LTV(05:46) Model Walkthrough: Inputs and Assumptions(13:34) Retention Curves and Payback Periods(25:50) Advanced Strategies & Applications(29:08) Conclusion and Contact Information
Special thanks to our mini-series sponsor Alia.
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Tuesday Mar 04, 2025
Tuesday Mar 04, 2025
The M&A market is heating the f*ck up, and Drew Fallon is here to tell you exactly what it means for your brand. After a 3-4 year "desert" in e-commerce acquisitions, big deals are dropping again - but who's going to win? Drew explains why high AOV products are crushing it (hint: getting $200 every 8 months beats $50 monthly subscriptions), why most brands should aim for $10-40M in revenue with 10-20% profit, and the psychology behind why founders ruin good businesses by trying to grow too fast. If you want practical advice on building a sellable brand without the startup fairytale BS, this episode delivers.
Timestamps(02:44) Intro: Drew Fallon(03:50) Celsius Acquisition of Alani Nu(05:13) M&A Trends and Market Analysis(08:05) Private Equity and Venture Capital Insights(13:12) Debt Markets and Lending Trends (16:25) Brand Performance and Customer Acquisition(18:44) Retention Strategy Deep Dive (22:55) Customer Insights and Expectations (29:00) High AOV Products and Market Trends (30:36) Building a Successful Brand (34:39) Advice for Bootstrapped Brands (38:20) Networking and Market Awareness (40:35) Conclusion and Final Thoughts
Follow Drew https://x.com/drewfallon12
Thank you to our sponsors
AfterSell
Parker
Rivo
Postscript
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Tuesday Feb 25, 2025
Tuesday Feb 25, 2025
Your chart of accounts is the foundation of your e-commerce business - but most brands get it wrong. Jeremy Allen from EcomCPA breaks down the fundamentals of e-commerce accounting, including how to set up your books properly, handle inventory management, and track the metrics that actually matter. No boring accounting jargon, just straight talk about making your numbers work.
Timestamps(02:43) Intro & Why Your Chart of Accounts Matters(07:00) Setting Up Your Books(17:35) Inventory Management: How to Track It Without an ERP(22:17) Software Tools and Bookkeeping(32:40) Tax Strategy: Common Mistakes and How to Avoid Them(36:30) Cash vs. Accrual(40:24) Finding the Right E-commerce Accountant(43:38) Key Metrics Every Brand Should Track(47:00) Working With Your Accountant: Best Practices
Follow Jeremy https://x.com/jallencpa
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.
Tuesday Feb 18, 2025
Tuesday Feb 18, 2025
Ever wonder why everyone seems to hate their 3PL? In this episode, Richie and Joe sit down with Alex Pessala from Outerspace Logistics to break down the good, bad, and ugly of 3PL relationships. From pricing traps to tech capabilities that actually matter, Alex keeps it real about what brands should demand from their logistics partners. Whether you're shipping out of your garage or doing eight figures, this conversation will change how you think about fulfillment.
Timestamps(02:42) Show Intro & Guest Background
(06:50) Understanding 3PL Business Models
(11:16) 4PL vs 3PL: Key Differences
(14:15) How to Evaluate Potential 3PL Partners
(21:40) Breaking Down 3PL Pricing & Hidden Costs
(26:00) Managing the 3PL Transition Process
(30:59) The Truth About Technology in 3PLs
(35:53) Key Performance Metrics & Red Flags
(39:26) What to Do When Stuck in a Bad 3PL Relationship
(42:57) Tools for Auditing Your 3PL Bills
(47:14) Early Warning Signs Your 3PL Isn't Working Out
(50:11) How to Be a Better Brand Partner to Your 3PL
(53:08) Closing Thoughts & Contact Info
Follow Alex https://x.com/pessala
Thank you to our sponsors
AfterSell
Parker
Rivo.io
postscript.io
Follow Richie (X | LinkedIn) and Joe (X | LinkedIn) for more e-commerce insights and to join the conversation.
Friday Feb 07, 2025
Friday Feb 07, 2025
Ready to simplify your customer acquisition strategy? In this episode, Emma Shanahan from Shopify breaks down everything you need to know about Shop Campaigns - from 2-minute setup to conversion-only pricing. Learn how brands like Caraway drove $1M in sales using this new tool, why you don't need fancy creative or complex pixel integrations, and how to leverage Shop's 150M+ user base. Perfect for busy founders and marketing teams who want better acquisition results with less hassle.
Read the Boring Edition from Shopify.
TIMESTAMPS(00:19) Welcome and Introduction (00:59) Emma's Background and Evolution of Shop App (06:00) What Makes Shop Campaigns Different from Other Ad Platforms (09:48) Breaking Down the Customer Experience (14:30) Campaign Performance and Success Stories (16:24) Customizing Your Brand Presence in Shop (18:48) How to Get Started with Shop Campaigns (20:30) Wrap-up and Contact Info
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Friday Jan 31, 2025
Friday Jan 31, 2025
Want to expand beyond just online sales but worried about the tech nightmare? Patrick Joyce, VP of Engineering at Shopify, breaks down how their unified POS system lets you sell anywhere without the typical headaches of managing multiple channels. From pop-ups to permanent retail, learn how brands are driving higher customer lifetime value by connecting their online and offline presence through one seamless platform.
Read the Boring Edition from Shopify.
TIMESTAMPS(00:37) Intro & Patrick's Background at Shopify (01:48) What is Shopify POS? (04:00) Unique Use Cases(06:24) New Features in "Boring Edition" POS Release (07:45) Turning Anonymous Sales into Relationships (09:25) Email Marketing Integration and Return Management (10:28) Channel Expansion Strategy (14:28) Closing Thoughts and Contact Information
Follow Richie (X | LinkedIn) and Joe (X | LinkedIn) for more e-commerce insights and to join the conversation.
Friday Jan 24, 2025
Friday Jan 24, 2025
In this episode, Shopify's Patrick Millegan breaks down how the new customer accounts can drive real revenue - not just manage orders. Learn tactical tips for using this often-overlooked tool to boost retention, increase AOV, and create personalized experiences that actually convert. Plus, hear the inside story of how Shopify is making customer accounts a genuine growth lever for merchants.
Read the Boring Edition from Shopify.
Timestamps(00:40) Episode intro and Patrick's background(03:48) What are customer accounts and why do they matter (06:00) Using customer accounts as a marketing lever (10:01) Examples from brands using customer accounts (17:41) How to edit customer accounts (20:43) Data insights on logged-in customers (22:30) Closing thoughts and getting in touch
Patrick's NotesConnect on LinkedIn, X, or BlueskyPatrick's Business: Keap AthleticsMerchant Example: Homage
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Friday Jan 17, 2025
Friday Jan 17, 2025
Ever wonder why the 'boring' stuff matters most? Emma from Shopify's product marketing team joins Richie and Joe to break down why Shopify's latest update is all about making the mundane magnificent. From unverified returns to offline payments, discover how Shopify is fixing those annoying little problems that keep you up at night. Plus, get the inside scoop on how merchant feedback shapes everything Shopify does.
Read the Boring Edition from Shopify.
Timestamps(0:38) Emma's Journey: From Brains to Brands (03:48) Introduction to Shopify Editions (05:58) The Boring Edition Explained(7:15) Merchant Feedback & Feature Breakdown (12:12) How to Provide Feedback to Shopify (14:55) Behind the Scenes at Shopify (16:32) Where to Find Emma
Follow Richie (X | LinkedIn) and Joe (X | LinkedIn) for more e-commerce insights and to join the conversation. Connect with Emma on LinkedIn.
Friday Jan 17, 2025
Friday Jan 17, 2025
Get ready for something different - The Boring Ecom Podcast is teaming up with Shopify for a 4-episode mini-series diving deep into their latest Boring Edition update. Join Richie and Joe as they sit down with the Shopify team to break down the most impactful (but less talked about) features that could transform your store. No fluff, no hype - just actionable insights from the people who built it.
Thursday Jan 09, 2025
Thursday Jan 09, 2025
Ever wondered how brands like Feastables turn first-time buyers into superfans? Join Richie Mashiko (She's Birdie) and Joe Siegel (Feastables) as they spill the tea on retention marketing - from building killer email flows to creating Discord communities that actually work. No fluff, just actionable strategies that have helped scale multiple 8-figure brands. Whether you're just starting out or looking to level up your retention game, this episode packs everything you need to know about keeping customers coming back for more. Plus, hear the embarrassing story of how Feastables accidentally gave away 99% discounts on Black Friday (and lived to tell the tale).
Thank You To Our SponsorsFor a demo of Rivo, visit rivo.io and let them know we sent you.For 90 days of free AfterSell, visit aftersell.com/boring-podcast.
Timestamps(02:54) Show Intro & Host Backgrounds (06:24) Retention Marketing Fundamentals(8:53) Retention Checklist: Tools and Software(13:55) Email Marketing Strategy(25:07) SMS Marketing & Cost Considerations (29:00) Advanced Tactics(37:38) Building a Retention Team(43:51) Beyond Email & SMS(45:50) Customer Research Deep Dive (53:33) Episode Wrap-up
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