Episode 600: 14 eCommerce Mistakes Revealed with Chloe Thomas

Success stories are easy to find in eCommerce.

The mistakes, failures, and expensive lessons? Not so much.

To celebrate the 600th episode of the eCommerce MasterPlan Podcast, Chloe Thomas takes a refreshingly honest look at the missteps that have shaped her 20+ years in business and the recurring mistakes she still sees brands making today.

In this special solo episode, Chloe shares a mix of industry-wide pitfalls and personal screwups, revealing the lessons hidden inside each one. From costly hiring decisions and inventory challenges to bad advice and overlooked opportunities, every mistake is pulled at random from her infamous bowl of business blunders—making for an entertaining and insightful episode packed with practical takeaways.

Hit PLAY to hear:

• 💸 The hiring mistake that cost Chloe £36,000 — and how to avoid making the same one
• 📦 Why holding too much inventory could be quietly killing your cash flow
• 🚫 The surprisingly common reason some brands still turn off their websites (and why it's a terrible idea)
• 📊 How misunderstanding your margins can wreck your marketing performance
• 🔄 Why "launching it" is only the beginning — and where most brands go wrong after go-live
• ⚠️ The 14 costly mistakes Chloe sees eCommerce businesses make again and again after 20+ years in the industry

Key timestamps to dive straight in:

[05:58] Costly hiring mistake

[09:10] Managing cash flow with seasonal sales

[11:17] Finding the Right Agency Fit

[15:51] Crafting an effective discount strategy

[18:11] Understanding and recalculating margins

[22:23] Avoiding burnout with balanced work

[24:42] Testing newsletter growth strategies

[28:23] Evaluating eCommerce Strategies

[32:06] Choosing the right product

[36:25] Navigating perimenopause and business impact

[38:45] Dealing with health challenges in business

[40:44] Updating seasonal and automated content

Full episode notes here: https://ecmp.info/600

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