Organic reach vs paid and controlled - In this episode, we dive into the biggest debate in digital marketing right now: should your brand go all-in on TikTok organic growth or double down on Meta’s paid ad machine?

We break it all down-based on real brand results,
Here’s what we cover:

• Why brands are selling out with zero ad spend on TikTok
• The “audience gold rush” happening on TikTok right now
• What Meta still dominates at-and why smart brands aren't leaving it behind
• The creative testing shortcut that can save you thousands in ad costs
• How content volume impacts results-and what to do if you don’t have a big team
• The truth about control vs chaos: how to decide between paid vs organic for your stage of business

Whether you're just starting out or scaling fast, this is the strategy-level conversation that clears the noise and helps you make better moves.

Listen in now- because what worked even six months ago isn’t what works in today’s wild digital landscape- ensure you know how to future-proof your content and paid strategy.

Ready to take your business to the next level?

Follow Sasha below:

Instagram: https://www.instagram.com/sasha_karabut/

Facebook: https://www.facebook.com/SashaEcomCapital/

Youtube: https://www.youtube.com/channel/UCfVhWUtWBs_Hm-FrQJot8-Q

LinkedIn: https://www.linkedin.com/in/sashakarabut/

Schedule a Call here to build and Scale your Ecommerce Brand → https://www.ecomcapital.com/demo/schedule

From Chronic Illness to 8-Figure Empire: Caleb Marshall, founder of Tropeaka, built one of Australia's fastest-growing supplement brands after doctors couldn't diagnose his mysterious illness. Starting as a tennis coach with zero business experience, he bootstrapped from his apartment to 70+ countries and major retail dominance.

In this episode, he reveals his contrarian approach to staying the bottleneck, building in-house manufacturing, and why being "too conservative" actually scaled his business faster than venture-backed competitors

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Connect with Caleb Marshall (Guest):
Instagram: https://www.instagram.com/calashall/
Linkedin: https://www.linkedin.com/in/calebmarshall

Connect with Sasha (Host):
Instagram: https://www.instagram.com/sasha_karabut/
Facebook: https://www.facebook.com/The.Real.Sasha.Karabut/
Linkedin: https://www.linkedin.com/in/sashakarabut/

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TIMESTAMPS:
00:00 - Intro
00:15 - Caleb’s Origin story: Chronic Illness to Business Idea
04:30 - Starting a Supplement Brand - Tropeaka
08:00 - Challenges with running a Supplement Brand
19:20 - How to Delegate?
21:47 - Planning, Timeline - How far does he plan?
24:35 - Pivoting When COVID almost Killed Their Ecom Dominance
26:48 - Going Retail
28:08 - Things to have in place Before Scaling
32:42 - What he would have done differently ?
36:13 - Testing for Product Market Fit
37:50 - Product Quality vs Competition in Supplement Industry
42:43 - The Health Food Aisle Problem
49:33 - 5 Rules to Improve Your health
54:30 - Hardest Skills to Learn as a Founder

About Ecom Capital Podcast: eCom Capital Podcast is a show about scaling e-commerce businesses. The host Sasha Karabut talks to successful founders, industry experts and shares strategies on how to build, grow and scale profitable eCommerce brands.

#ecommerce #ecom #onlinebusiness #entrepreneur #business #scaling #shopify #dropshipping #businessgrowth

Ready to take your business to the next level?

Follow Sasha below:

Instagram: https://www.instagram.com/sasha_karabut/

Facebook: https://www.facebook.com/SashaEcomCapital/

Youtube: https://www.youtube.com/channel/UCfVhWUtWBs_Hm-FrQJot8-Q

LinkedIn: https://www.linkedin.com/in/sashakarabut/

In this episode, we join Sasha Karabut and Hamen Bamba as they sit down with Rhys, founder of Elev8 Workwear—a former roofer who dropped out in Year 10 and walked away from the tools just last year to go all-in on e-commerce.

Now he’s in the middle of a serious growth phase—and this is the first time he’s breaking down exactly what’s worked, what hasn’t, and how he’s navigating the real challenges of scaling an e-com brand from the ground up.

Together, they unpack:

• The tactical shifts that helped push past contracts, creative fatigue, and blocked momentum
• Why the balance of action vs. speed is critical for founders
• What it actually takes to test at volume—and why creative output drives scale
• AOV plays Rhys is using to stretch every transaction further
• His framework for tracking ROI, and how to make smarter decisions with your ad spend
• The power of staying in the trenches, and why consistency always beats chasing shiny tactics

Whether you're just getting started or pushing through a plateau, this episode is packed with grounded insights you won’t hear anywhere else.

Join us in a “no filter” conversation to hear what’s really working behind the scenes.

Ready to take your business to the next level?

Follow Sasha below:

Instagram: https://www.instagram.com/sasha_karabut/

Facebook: https://www.facebook.com/SashaEcomCapital/

Youtube: https://www.youtube.com/channel/UCfVhWUtWBs_Hm-FrQJot8-Q

LinkedIn: https://www.linkedin.com/in/sashakarabut/