FREE AIO AUDIT - Comment AIO Audit here

Connect with Adele on LinkedIn Here

Get in touch with Chain Social Here

Meta Masterclass with Adele Elliott from Chain Social

In this episode, Ryan sits down with Adele Elliott, Digital Director at Chain Social — a fashion, beauty and lifestyle paid performance agency with a team of 22 (all female!). Adele recently presented a Meta Masterclass at the Social Summit, and this episode is a deep dive into everything she covered and more.

Whether you're running your own ads or working with an agency, this one is packed with practical, no-fluff strategy.

What We Cover

The four metrics that make or break your Meta adsAdele breaks down the four numbers every brand needs to know — average order value, CPM, link click-through rate, and conversion rate — and explains exactly what it means when each one is off.

The netball analogy that changes how you think about ad setsStop turning off your highest-spending ad. Adele explains why that ad is your "centre" — and why pulling it kills the whole team.

Creative: quantity, quality, and what actually winsTwo new ads per ad set per week is the minimum. Only 10–20% will become winners. Here's how to find them — and why your winner will never look like an ad.

Persona targeting and micro-niche motivatorsIf all your ads say the same thing to the same person, you're leaving most of your audience on the table. Adele explains how to talk to multiple personas — and why Meta's algorithm rewards you for it.

How the Meta auction actually worksBudget is only 10–20% of the equation. Adele walks through Meta's bidding formula — estimated action rate, user value, and auction bid — and why understanding it changes everything.

Why running only purchase campaigns is a mistakeEspecially for newer or unique products. Adele explains how add-to-cart and view content campaigns open the door to entirely new audiences and feed your purchase funnel.

The Facebook Ad Library + AIHow to use the Ad Library to spy on competitors, and how to use Claude (or any AI) to monitor and analyse competitor creative at scale.

Black Friday: start in August, not NovemberThe brands that win in November are building their audience months earlier. Adele shares what the biggest mistakes are — and why a gift-with-purchase is not a Black Friday offer.

Paid partnership adsMeta is heavily favouring them right now. Adele explains how Chain Social uses them with founders and creators — and why they work so well because they don't look like ads.

About Adele & Chain Social

Adele is the Digital Director at Chain Social, overseeing paid performance, email marketing, influencer and paid partnerships. Chain Social specialises in fashion, beauty and lifestyle brands, running ads across Meta, Google, Pinterest, TikTok, and AppLovin. Brands they work with include Nala, Fun Day Sweets, Australian Beauty School, Brazilian Butterfly and Mecca (UK email).

Chain Social also offer one-off Meta build projects and consulting for smaller brands not yet ready for a full agency retainer.

Mentioned in This Episode

• Chain Social — Adele's agency
• Facebook Ad Library — free competitor research tool
• Motion — paid ad creative reporting platform
• Triple Whale — third-party attribution and reporting
• AppLovin — emerging ad platform (gaming apps, new to Australia)
• Chain Pod — Adele and Chain founder Shelby's new podcast, launching end of May
• TikTok Masterclass — Chain Social's first ever, coming mid-June

Connect with Adele

Follow Chain Social on Instagram for regular Meta tips and updates on the Chain Pod launch.

eCommerce Australia is hosted by Ryan Martin, founder of Remarkable Digital — an eCommerce SEO and AIO agency based in Australia. If you're not being found in ChatGPT, Gemini AI, or traditional search, grab a free audit below.

Free AIO Audit Here - Be Found in AI Overviews!

In this solo episode Ryan recaps what he found most insightful from 3 days at Retail Fest on The Gold Coast.

He also makes a couple of podcast and eCommerce related announcements.

If you are an eCommerce business that would like some of the best experts in the country to look at and provide feedback on your eCommerce store, please get in touch via Instagram (account below) or via the contact page on the website.

Free AIO Audit - Click Here.

How Australian eCommerce Brands Can Rank in AI Overviews (AIO) in 2026

AI is changing how Australians discover and buy products online.

In this episode, Ryan Martin sits down with Patrick Dhital one of Australia's leading SEO and AIO specialists — to break down exactly what eCommerce founders need to do right now to appear in AI-generated search results across ChatGPT, Gemini, and Claude.

If your brand isn't showing up when a CEO or customer searches for your category on an AI engine, this episode is for you.

AI engines read structured data. That means moving your most important claims out of body paragraphs and into clear, structured page elements — headings, quick-facts boxes, certifications, awards — so AI can find and weight them correctly.

Stop saying "award-winning product." Say which award you actually won, and give it its own heading on the page.

This also includes schema markup and ensuring your meta copy is specific, not vague. Specificity signals trust to AI engines.

Search behaviour has shifted from "best compression socks" to "what compression socks help me recover after a long-haul flight?" Your content strategy needs to follow. That means blogs and articles built around real customer questions — not AI-generated filler.

The best content comes from knowing your customer better than any agency can. What questions do they ask you? Start there.

Within those articles, include product carousels, CTAs, and comparison guides. Don't build content just for AIO — make it genuinely useful for the people landing on it.

Being mentioned in a Vogue listicle on "top Australian knitwear brands" isn't just good PR — it's how AI engines discover and recommend you. Build backlinks and placements in topically relevant articles and listicles so that when an LLM goes looking, it finds your brand in credible, third-party sources.

Social media presence matters too. If people are talking about your brand positively on Reddit or Quora, AI engines will surface that. If they're not — or if the reviews are bad — that surfaces too.

AIO needs SEO to work. If you're not ranking on Google, AI engines won't find you either. The fundamentals haven't changed — they're the foundation.

Be specific, not general. "Award-winning" means nothing to an AI. "Winner of the 2024 Good Design Award" does. Pull specifics out of paragraphs and into structured elements.

Your content strategy should sound like your customer. Conversational queries are longer and more specific than ever. Write content that matches how real people talk — not how keyword tools think.

Bad reviews can hurt you in AI, fast. What appears on Trustpilot, Reddit, or Quora is fair game for AI engines. Brand reputation management is now part of AIO.

No single channel fixes everything. The brands with the best AIO results are also running Google Ads, social ads, email, and PR. It all compounds.

ChatGPT, Google Gemini, Claude, Ahrefs, SEMrush, Google Search Console, Google Analytics, Reddit, Quora, Trustpilot, Shopify, Remarkable Digital

Want a free AIO audit? Ryan and Patrick are currently offering AI visibility audits for Australian eCommerce brands. Hit the link below to start the conversation.

FREE AIO AUDIT HERE

STRATEGIC READINESS AUDIT HERE

What if your business doubling overnight… actually broke everything?

Most eCommerce founders obsess over traffic, ads, and revenue. But behind the scenes, there’s a hidden risk that quietly kills growth, and nearly 70% of businesses hit it around the $3M mark.

In this episode, Ryan sits down with Louisa Smith, former digital marketing leader turned founder of A Quiet Shift — to unpack the “Strategic Readiness Gap” and why scaling without structure is the fastest path to burnout, broken systems, and team chaos.

If you’ve ever felt stretched, stuck, or like your growth is getting harder instead of easier… this episode is your wake-up call.

• Why growth without preparation destroys businesses (and how to spot it early)
• The real reason your systems start failing as you scale
• How to know if your business would survive doubling tomorrow
• The overlooked metric most eCommerce brands ignore (hint: it’s not revenue)
• Why remote teams struggle — and the simple fix that actually works
• The 4-hour weekly habit that separates burnt-out founders from high performers
• Early warning signs of burnout (before it’s too late)
• How to build a business that grows without breaking you

Growth isn’t the goal, sustainable growth is.

Louisa reveals that most founders don’t fail because of bad marketing…
They fail because they weren’t ready for success.

“If your business doubled tomorrow, would it scale… or snap?”

• Strategic readiness > hustle — growth needs structure, not just effort
• If you don’t know your true profit, you’re scaling blind
• Systems break first — especially inventory, team capacity, and communication
• Remote teams need intentional connection, not more meetings
• Burnout is contagious — it starts with leadership
• The best founders schedule thinking time, not just doing time

• Block 2–4 hours of “thinking space” weekly (no tech, no distractions)
• Create clear SOPs before scaling further
• Audit your real margins after ads, shipping, and returns
• Introduce non-work social check-ins for remote teams
• Define your capacity triggers (when to hire, outsource, or pause growth)

Louisa shares a simple 2-minute Strategic Readiness Audit to help you identify:

• Where your business is at risk
• What’s holding back your growth
• What to fix first

👉 If you’ve hit a plateau (or feel like you’re close to breaking point), this is your first step.

• eCommerce founders scaling past $1M–$5M+
• Operators juggling growth + team + burnout
• Brands relying heavily on ads but unsure of true profitability
• Anyone feeling busy… but not in control

• “Growth will test your team, your systems, and your sanity.”
• “Burnout doesn’t happen in isolation — it starts with leadership.”
• “Thinking space isn’t a luxury — it’s a performance tool.”

Get your AIO Audit Here - Comment AIO in comments box

Ryan Martin interviews Steve Pover and Nicole Loftus from Clearer.Io and we cover off how and why eCommerce businesses are utilising their products to help conversion rate, trust and loyalty!

If you’re still pouring money into ads hoping for more growth… you’re playing the wrong game.

In this episode, we unpack the massive shift happening in eCommerce right now, where smart brands are no longer chasing traffic, but maximising every single visitor.

Because here’s the truth:
👉 Your customers are visiting more… but buying less.
👉 Acquisition costs are rising… fast.
👉 And most stores are still missing the easiest revenue wins sitting right in front of them.

• Why “blunt force acquisition” is dying — and what’s replacing it
• The exact reason your store is leaving serious revenue on the table

• How one brand increased AOV by 35%+ without discounting
• The overlooked power of AI-driven product recommendations (that most stores still aren’t using)
• Why your tech stack might be silently killing your conversions
• The shift toward smaller baskets, higher frequency shopping — and how to profit from it
• How to turn existing traffic into more revenue (without spending more on ads)

1. Bundling is a goldmine (and most brands are doing it wrong)
You don’t need discounts. If your recommendations are relevant, customers will buy more, naturally.

2. Personalisation = higher conversions, instantly
From search results to product pages, tailoring the experience based on behaviour is no longer optional.

3. Your reviews are more powerful than you think
From Google Shopping to checkout, social proof is driving clicks and conversions at every stage.

4. Your tools should talk to each other
Disconnected tech = missed opportunities. Unified data = smarter decisions + more revenue.

• +35.7% increase in average order value
• AI-driven search influencing 8%+ of conversions
• Thousands in extra monthly revenue… from simply turning features on

2026 eCommerce isn’t about doing more.
It’s about doing what actually works, better.

The brands winning right now are:

• Optimising every step of the customer journey
• Leveraging AI + automation to scale smarter
• And focusing on conversion, not just traffic

If your brand isn’t showing up in AI-driven search tools like ChatGPT, Perplexity, or Gemini…
you’re already behind.

👉 Grab a free AIO (AI SEO) audit via the link at the top of the show notes and find out:

• Why you’re not being found
• Where you’re losing visibility
• And exactly how to fix it

You don’t need more traffic.
You need to stop wasting the traffic you already have.

🚨 What You’ll Learn (And Why It Matters)

💡 Key Takeaways You Can Implement Today

⚡ Real Example From This Episode

🧠 The Bigger Picture

🎯 Want to Know If You’re Missing Out?

🔥 Final Thought

FREE AIO AUDIT - Why is your business not being found on ChatGPT? - Click Here to get a Free Audit

In this episode, we sit down with Sam Wood (CEO & Founder of Azura Fashion Group), recently ranked Top 10 in Australia’s eCommerce leaders to break down how he built a global luxury fashion business:

👉 Selling across 28+ marketplaces worldwide
👉 Managing 500,000+ products without holding inventory
👉 Generating explosive growth (including $450K/month for a 3-month-old brand)
👉 And now building the “infrastructure layer” of eCommerce

But here’s the kicker…

Sam reveals why:

• ❌ Most marketplaces actually hurt your brand

• ❌ And why AI-driven product enrichment is the real competitive advantage

If you’re still relying on paid ads and hoping for growth…
this episode will flip your entire strategy.

• The “invisible inventory” model powering global luxury sales
• How Azura scaled to 60 marketplaces (then cut back to 28 strategically)
• Why marketplace selection > marketplace quantity
• The AI system turning basic product data into conversion machines
• How one brand went from $0 → $450K/month (without ads)
• The truth about returns (and why they kill most eCom brands)
• Why China is a goldmine (and Germany isn’t)
• The massive opportunity in pre-loved & circular fashion

• “There’s no point doing $1M in sales if 60% comes back.”
• “We don’t run ads — we just put products in the right place.”
• “Marketplaces are the future… but most of them will hurt you.”
• “We turned one brand into $450K/month with zero marketing.”
• “Your product data is either your biggest asset… or your biggest liability.”

Most eCommerce brands are doing this backwards.

They:
❌ Spend thousands on ads
❌ Fight for attention
❌ Struggle to scale

Meanwhile…

One Aussie company:
✔ Sells across 28 marketplaces
✔ Has 500,000 products
✔ Doesn’t hold inventory
✔ Doesn’t rely on ads

And just helped a brand hit $450K/month.

This episode changes how you think about growth.

🎧 Listen now

AUS POST 2026 ECOMMERCE REPORT - DOWNLOAD HERE

FREE SEO AUDIT HERE

Australian eCommerce is entering a new era, and standing still is no longer an option.

In this episode, Ryan Martin sits down with Jordan Berke, CEO and founder of global retail strategy firm Tomorrow, to unpack the biggest takeaways from the upcoming Australia Post eCommerce Report 2026.

Jordan explains why Australia is no longer “catching up” in eCommerce. It is becoming one of the most competitive and fast-moving retail markets in the world. With marketplaces accelerating, delivery expectations rising, AI changing product discovery, and shoppers becoming more willing to switch brands, Australian retailers are facing a make-or-break moment.

They dig into what’s driving the reported $86.2 billion in Australian eCommerce spend, why faster delivery is directly tied to conversion, how agentic AI is changing SEO and shopping behaviour, and what brands must do now to compete with Amazon, Temu, Shein, and the world’s best digital experiences.

This is a must-listen for eCommerce founders, marketers, retailers, and brands that want to stay relevant in 2026 and beyond.

• Why Australia is reaching a major eCommerce inflection point

• How marketplaces are reshaping the retail landscape

• Why delivery speed has become one of the biggest conversion levers

• What “shopper promiscuity” means and why it matters for retention

• How customer expectations are changing faster than most brands realise

• What agentic AI means for product discovery and online shopping

• Why traditional SEO alone is no longer enough

• How contextual product content improves discoverability in AI search

• Why smaller brands must double down on differentiation

• What Australian retailers can learn from China, the US, and global leaders

1. Australia is moving from behind to ahead
Jordan shares that Australia’s eCommerce penetration has now caught up with major global markets and is on track to move ahead, making this one of the most important periods for local retailers to adapt and invest.

2. Delivery speed is no longer a nice-to-have
The conversation highlights how every extra day in delivery time can materially reduce conversion rates. Faster fulfillment, smarter inventory placement, and stronger logistics partnerships are becoming essential.

3. Shoppers are less loyal and more willing to switch
Australian households are buying from more brands than ever before. That creates more opportunity, but also more pressure for retailers to win every experience.

4. AI is changing how products get discovered
The future of discoverability is moving beyond keywords and attributes. Retailers need richer, more contextual product content that helps AI tools understand when, why, and for whom a product is relevant.

5. World-class user experience is now the baseline
Australian retailers are no longer competing in isolation. They are competing against the best digital experiences in the world, and mediocre checkout, delivery, and navigation experiences will cost them.

• Australia’s eCommerce market is becoming one of the most dynamic globally

• Faster delivery is driving meaningful conversion gains

• AI-driven shopping traffic is rising fast and could become material very quickly

• ChatGPT may influence shopping, but it may not fully replace retailers

• Smaller brands still have room to win if they differentiate clearly

• Click-and-collect and parcel lockers are still major opportunities for improving convenience and conversion

“You are no longer competing in your own market. You are competing with the world’s best.”

“Cheap is easy. Differentiation is the real game.”

“Traditional SEO is still important, but context is becoming the new competitive advantage.”

“Mediocre eCommerce experiences are not going to survive in Australia anymore.”

Free SEO Audit Here

Clutch Glue

Annabel Hay went from billion-dollar construction sites to inventing a globally patented fashion adhesive that actually works. In this episode of eCommerce Australia, the founder of Clutch Glue reveals how one viral TikTok sold out her entire inventory in 24 hours.

We dive deep into the "unsexy" side of innovation, from cold-emailing university PhDs to find a chemical formulator, to managing global logistics from a Bondi share house.

Annabel shares her "turbo" approach to decision-making, why she gave 15% of her company to her sister, and her upcoming move to conquer the New York market.

In this episode, you’ll learn:

• The "Fateful Flash": The wardrobe malfunction that sparked a 4-year R&D journey.

• Lean Scaling: How to run a global brand using Notion, Cin7, and Keeyu.

• The Viral Blueprint: Why low-fi, functional content beats "aesthetic" branding on TikTok.

• Bootstrapping vs. Investors: Why Annabel chose to fund her own growth while working full-time.