EP59: What Meta Won’t Tell You - The eCommerce Metrics Founders Should Actually Track

In this episode of the ASOM Pod, hosts John Roman (CEO of BattlBox), formally Founder of Sendlane) and Amer Grozdanic (CEO of Praella) chat with Jordan, a seasoned eCommerce entrepreneur and advisor behind brands like KitNipBox, Paint Plot, and Salvit Advisors. From resisting shiny objects to choosing the right channels, this convo is packed with real talk on what it actually takes to scale profitably without losing your mind (or your margins). Forget vanity plays—this is a crash course in clarity, focus, and founder resilience.

What you’ll learn in this episode:

• Why focusing on one or two marketing channels is key before scaling.
• How to make smarter decisions by understanding CPA, contribution margin, and engagement rates.
• What most founders get wrong about incrementality and testing.
• How to use AI and human intuition to drive growth.
• The role of mission-driven decision making in long term success.
• Insights into a Reddit partnership and strategic brand plays.
• Why having a trustworthy team might be your best growth lever.
  

If you're building, scaling, or advising in eCommerce, this episode is loaded with takeaways to help you do it better and with a lot more clarity.

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Big shoutout to our sponsors who make this podcast possible!

Omnisend — With 125,000+ eCommerce merchants, Omnisend is the all-in-one email & SMS marketing platform built to deliver seamless, personalized experiences via email and sms with ease. Learn more at https://www.omnisend.com/

LiveRecover — Live Agents for eCommerce — Get more out of your revenue strategy with real-time SMS engagement and sales recovery for higher ROI. Learn more at https://www.LiveRecover.com

Kintsugi — AI that monitors, files, and optimizes sales tax for you. Eliminate your tax headaches forever. Mention ASOM for 3 months free at https://www.TryKintsugi.com

Subscribe at https://asompod.com

Come hang out with us IRL - https://commerceroundtable.com

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00:00 Teaser Trailer

02:14 Welcome to the ASOM Pod

04:13 The Journey of KitNipBox

10:46 The Reddit Partnership

14:27 Managing Multiple Businesses

22:12 The Mission-Driven Approach

26:42 Understanding Data in eCommerce

34:24 Understanding Incrementality

35:08 AB Testing and Media Spend

40:41 Customer Engagement and Repurchase Rates

43:44 Scaling and Contribution Margin

51:52 Leveraging AI and Automation

55:25 Omnichannel Strategies and Profitability

01:01:05 Final Thoughts and Takeaways

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Contact us at hello@asompod.com for sponsorships, appearance requests, interviews, or general information!

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