Add To Cart: Australia’s eCommerce Show

Most product businesses don't have a recall plan. Not because they've decided against it. Just because the moment hasn't arrived yet.
Melanie Nolan built Naternal Vitamins to eight million dollars in four years without running a paid ad for the first two. She built it on trust. Then in April last year, a manufacturing error created iodine variability across fifteen thousand units of her prenatal supplement. The TGA required a full voluntary recall. She refunded nearly three hundred thousand dollars in a single month. And came out the other side still growing, with 95% of her customers still there.
That outcome is not accidental. In this Playbook episode, Nathan unpacks three things every physical product business should do before a recall arrives, not during one.
Today, we're discussing:
Why recall infrastructure fails when you build it inside the crisis rather than before it [lesson one]
The four systems Naternal built after the recall: recalls@ email, Google Drive docs, batch tracking, fillable forms [lesson one]
Why going first on transparency is the commercial move, not just the ethical one [lesson two]
How 95% of customers stayed after a $300K refund month because of how Mel communicated [lesson two]
Why the brands that come through a crisis are the ones that move toward the problem [lesson three]
The $22,000 recall insurance policy that was worth every cent [lesson one]
Explore Naternal Vitamins | Connect with Melanie Nolan | Hear EP620
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The gap between when you say the parcel will arrive and when it actually does is still the biggest unsolved loyalty problem in Australian retail. This is the episode that puts numbers on it.

This episode discusses Shippit’s State of Shipping Report 2026. Download your copy here.

Rob Hango-Zada co-founded Shippit in 2014 and has published the State of Shipping Report three years running. This year's edition is the biggest yet. David Bauer is GM Customer at Amart Furniture, one of Australia's largest furniture retailers with 65 stores, an ecommerce operation, and a weekly leadership review that tracks something they call "broken promises."
The conversation covers the 2026 report's most important findings, what they mean for retailers competing against an Amazon-trained consumer, and why the brands winning loyalty in this environment are doing the work no one wants to talk about.
Today, we're discussing:
Why only 7% of retailers offer an accurate delivery estimate at checkout, and what it would take to close the gap [13:50]
How Amart tracks broken promises as a top-line weekly leadership metric [18:24]
The 2.2-day actual vs 5.2-day promised delivery gap, and why most retailers can't close it [22:23]
"Your last best experience is your new expectation" and what that means for every retailer competing with Amazon [14:48]
Why free returns are functionally dead, and what easy returns actually looks like in 2026 [42:08]
The rattle surcharge, fuel costs, and why disruption is now the default operating environment [36:10]
Why Amart is building a white-glove delivery tier and what that signals about where premium retail is heading [40:04]
Connect with David Bauer | Explore Amart Furniture | Connect with Rob Hango-Zada | Explore Shippit
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Most brands know what their campaigns are doing. Fewer know whether their flows are actually doing the heavy lifting.
This is the second of three special episodes recorded live at Klaviyo's Sydney event, K:SYD. Nathan put forward a panel instead of a single interview, and the room delivered. Three Klaviyo Champions, three very different businesses, one hour on email, CRM, data and where retention marketing is actually heading.
Lachi Agnew is Head of Technology at July, the Melbourne luggage brand he has helped build from scratch over seven years. Flows are driving close to half of July's Klaviyo-attributed revenue, while campaigns get most of the creative attention. Hani Rifai is Chief Digital Officer at Step One, the ASX-listed bamboo underwear brand chasing $100 million with a team of 50 and one of Australia's sharpest data-first retention programs. Alice Michael is Head of Ecommerce and Operations at APG & Co, running Klaviyo across Sportscraft, SABA and JAG simultaneously with a lean team and three distinct customer bases.
The conversation covers where discounting actually helps versus where it trains your best customers to wait, how to use RFM switches to deploy incentives at the right moment, and why segmentation is a workaround, not the destination.
Today, we're discussing:
Why flows outperform campaigns on revenue at July, and what Lachi is building to close the gap between the two [12:08]
How Step One uses RFM category switches to trigger targeted messages at the exact moment a customer starts drifting [21:30]
Hani's take on Pavlovian discounting: discount to solve a problem, not to plug a revenue gap [22:42]
How Alice migrated three fashion brands off Salesforce Marketing Cloud and why one bottleneck was driving the whole decision [02:48]
The Step One experiment using AI search data piped into Klaviyo to generate one-to-one abandonment emails based on what a customer actually asked [46:30]
Why all three panellists agree segmentation is a workaround, and what true one-to-one communication actually requires [53:00]
Connect with Lachi Agnew | Explore July | Connect with Hani Rifai | Explore Step One | Connect with Alice Michael | Explore APG & Co 
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Live shopping has been "the next big thing" in Australian ecommerce for five years. Grayson White has been doing it for fifteen.
Grayson White started running "breaks" (the trading card version of live shopping) at Cherry Collectables back in 2008. Cherry is now Australia's biggest trading card retailer, and what Grayson has built since isn't a sales channel. It's a community of hundreds of thousands of collectors who trust the brand enough to move 1,600% more product on a single new release than they ever had before.
In this week's Playbook, Nathan unpacks the model behind Cherry's result and what it means for any retailer trying to make live shopping actually convert, including 40-year-old fashion brand Motto, which grew 127% in twelve months on the back of daily 4pm streams, and Oz Hair and Beauty, which deliberately started live before TikTok Shop arrived in Australia.
Today, we're discussing:
Why live shopping works when buying is one of three reasons people showed up [03:00]
The three-audience model that took Motto from a COVID pivot to 127% growth [06:30]
Why most brands kill the room by coming across as a catalogue [09:30]
How fifteen years of trust earned Cherry the 1,600% activation on a single drop [12:00]
Why Whatnot works where social live shopping in Australia still doesn't [15:00]
Why every show needs an event hook, not just a schedule [17:00]
Connect with Grayson White | Explore Cherry Collectables 
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Klaviyo is sitting at $1.2 billion in revenue and 196,000 brands. Ed Hallen says it's 1% done.
Ed Hallen co-founded Klaviyo in 2012 with Andrew Bialecki, off the back of a dinner in Boston where an Australian entrepreneur selling suits online told them he spent three hours a week manually emailing his customer list. They offered to automate it. Thirteen years, a 2023 IPO, and a shift from email tool to autonomous B2C CRM later, that same core idea, understand the customer, act on it, measure it, still runs the company. As Chief Strategy Officer, Ed is now the person thinking hardest about where Klaviyo goes next.
Nathan caught him live at K:SYD in Sydney, straight off a keynote to 600-plus people. Klaviyo is one of Add To Cart's two major sponsors, and this conversation still went straight at the hard stuff: pricing, attribution, the SaaSpocalypse, and what you're probably leaving on the table inside the platform right now.
Today, we're discussing:
Why the move from email tool to autonomous B2C CRM is really just the original 2012 idea at a bigger scale [05:00]
The honest story behind the pricing change from contacts emailed to active profiles, and what it means for your database [22:39]
Why your disengaged list is a segment to talk to differently, not a cost to delete [30:30]
How Klaviyo thinks about attributing its own value when it's one part of a bigger marketing stack [25:30]
Where Klaviyo's B2C CRM vision is heading now that service and marketing run through one platform [33:00]
The single most underused feature on the platform, and why it isn't the newest one [41:00]
Connect with Ed Hallen | Explore Klaviyo

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