AI in the Agency: Curiosity, Change & What Keeps Me Up at Night - Richard Hill

AI in eCommerce marketing.

Hype or opportunity?

For Richard Hill, founder of EcomOne and host of the EcomOne Podcast, the answer is clear: curiosity, testing, and embracing change are what keep an agency thriving.

In this solo episode, Richard takes us behind the scenes of how his agency is experimenting with AI — from small automations to full team challenges — and why ignoring it could leave you behind.

Richard Hill

Richard shares his personal journey with AI, starting from curiosity at industry expos, to testing early tools like ChatGPT, and eventually running full “AI Games” at his agency. He explains how auditing his own time (and inbox!) led him to practical applications, from automated email replies to data analysis.

The real message? Businesses that embrace AI will thrive. Those that don’t risk being left behind — just as with every digital shift before.

He also dives into how AI is changing search behavior, SEO strategy, and eCommerce growth opportunities. Whether you’re curious, cautious, or already experimenting, this episode gives you a candid look at what’s working and what to watch out for.

Listen to the full episode now and discover why AI may just be the most exciting change since Google Shopping.

Topics Covered

00:04 — Introduction: Why Richard’s back on the mic solo

01:00 — The agency’s busy journey into AI experimentation

03:18 — Lessons from past industry shifts (Google Shopping going paid)

05:38 — Automating inbox replies with AI (Claude + integrations)

08:05 — What keeps Richard up at night: AI’s future in the agency

08:39 — Launching “The AI Games” at EcomOne (team challenges + £1,000 prize)

12:52 — How each department tested AI tools like N8N, Claude, Lovable & ChatGPT

15:08 — Using AI for smarter, faster data analysis

17:32 — Why curiosity and daily testing are key for business survival

18:44 — Richard’s quirky habit: brainstorming with ChatGPT on walks

21:47 — How AI is changing search, SEO, and eCommerce content strategy

25:37 — Wrapping up: Don’t get left behind — stay curious, test, and embrace change

Emma Derbyshire & Brittany Jarman — Agency vs. In-House: Why Communication Wins Every Time

Agency or in-house?

Oh, here we go again.

A debate that refuses to die, fueled by LinkedIn posts, bad experiences, and the occasional horror story.

But here’s the truth: it’s not versus. It’s not a fight. It’s a partnership.

Poor communication kills partnerships. Lack of trust kills growth. Bad vibes? They’ll sink you.

Emma & Britt take over the podcast this week to show you how to make agency + in-house collaboration thrive.

Emma Derbyshire & Brittany Jarman

Agency vs. in-house marketing. In this episode, Emma and Britt-two of eCom@One’s star strategists-take us through one of the most hotly debated topics in eCommerce and shine a light on what really drives successful growth: clear communication, collaboration, and knowing which model fits your stage of business.

Fresh from a panel at IRX where Emma faced three senior eCom managers, they share what surprised them most: not one of the retailers had a true horror story with an agency. Instead, they all agreed that strong communication was the biggest factor in success.

They explore the pros and cons of in-house, agency, freelancer, and hybrid models, and explain why hybrid often hits the sweet spot for growth. Along the way, they bust myths about cost, control, and the “us vs. them” mentality, and show why agencies that share knowledge with their clients are the ones you want to work with.

Whether you’re scaling fast, feeling burned by a bad experience, or just figuring out what comes next, this episode is packed with honest insights and practical advice to help you choose the right path and build better partnerships.

Listen to the full episode now, and don’t forget to vote on who wore the outfit best.

Topics Covered

00:04 — Introduction: Why agency vs. in-house is still a hot debate

01:32 — Panel recap: Communication comes up as the #1 success factor

04:52 — Why communication must go both ways — brands have to share too

06:15 — Busting the myth of endless “agency horror stories”

08:39 — How good agencies upskill in-house teams instead of gatekeeping

11:39 — How brands really choose agencies: trust, word-of-mouth, and good vibes

15:10 — The three models explained: freelancers, full in-house, hybrid — and when to use each

26:31 — Myth-busting: agencies are too expensive, in-house equals more control, and why it’s not “us vs. them”

37:44 — Key takeaways: communication, collaboration, and choosing the right model for your growth phase

39:13 — Emma’s advice for ambitious brands looking to scale

Email marketing is dead. In this episode, Richard sits down with Emilia Święcicka, Strategic Partnership Manager at Intuit Mailchimp, for an engaging and insightful chat about how email marketing is evolving in the world of eCommerce & how it is simply not dead.

Emilia walks us through her journey, from starting out on the agency side to leading strategic partnerships at Mailchimp, where she helps brands and agencies unlock the full potential of email, SMS and CRM strategies.

They explore how Mailchimp has grown from a tool focused on small businesses into a powerful platform supporting mid-market and enterprise eCommerce brands, thanks to Intuit’s investment in automation, AI, advanced reporting and localised support.

They also break down why email is still one of the highest-ROI marketing channels, how to use data to drive smarter campaigns and the exciting ways AI is streamlining workflows and boosting performance.

Emilia shares practical tips on building customer loyalty, the value of strong brand storytelling, and clever ways to grow your list, like pop-ups and quizzes that actually work.

Whether you're running a fast-growing eCommerce store or just starting to refine your marketing strategy, this episode is full of actionable ideas to help you create better customer journeys and drive meaningful growth.

Listen to the full podcast right now!

Topics Covered

00:25 – Origin of partnership: Met at a platform conference years ago, collaborated on events, with Mailchimp evolving from SMB focus to mid-market and eCommerce under Intuit

03:43 – Mailchimp's growth under Intuit: Enhanced features, automation, and global support for businesses of all sizes

07:56 – Retention and LTV: Key for multi-7-figure brands; focus on creative ads and retention flows to boost profitability

13:00 – Pre-purchase research tips: Check About Us pages, reviews and social media for brand credibility

14:46 – Smart tactics: Discover lesser-known strategies using rich, diverse customer data

17:59 – Testing culture: Bigger brands embrace experimentation; even small tweaks (e.g., pop-ups) can drive conversions

22:33 – Mailchimp strengths: Trusted platform with strong deliverability and domain authentication infrastructure

25:55 – Case study – The Biker Company: Boosted ROI using Mailchimp features after switching ESPs

28:44 – SMS + Email: Combining both channels strategically enhances results

30:41 – Intuit vision: QuickBooks + Mailchimp integration to streamline operations and improve business outcomes

In this episode, Richard sits down with Nick Altimore, a seasoned link building strategist and Director at SirLinksalot, to explore one of the most underutilised yet powerful growth levers in eCommerce, link building.

Together, they break down what actually works in today’s SEO landscape, starting with foundational techniques like "pillow links" and moving into advanced tactics such as 301 redirects, digital PR and some unconventional strategies you probably haven’t tried yet.

Nick brings real-world case studies to the table, sharing hard-earned insights on how to scale link building efforts effectively. He offers candid advice on when to outsource, when to keep it in-house, and how to make that call based on your business stage and goals.

They also dive into competitive link analysis, uncovering how to identify and bridge link gaps and how to stay one step ahead of ever-evolving search algorithms.

Whether you’re running a multi-million-pound e-commerce operation or just launching your first store, this conversation is packed with practical takeaways, expert-level guidance, and future-focused tips to help you boost authority, drive qualified traffic and climb the search rankings with confidence.

Topics Covered

00:23 - eCommerce growth, link building insights

05:49 - Link building strategy for eCommerce

07:05 - Foundational link building essentials

11:07 - Longevity SEO strategies

14:18 - Domain flipping with expired sites

17:31 - Domain value in link building

22:03 - Honest business budgeting advice

25:29 - Steady revenue builds business success

27:20 - Expert link building for eCommerce

29:41 - Deep dive analysis in eCommerce

35:49 - Realistic SEO budget planning

36:40 Holistic approach to ranking success

39:52 - Exploring parasite SEO and trends

43:47 - Link building lessons from viral success

49:20 - Consistent content strategy key

51:44 - Reluctant approach to link disavows

53:34 - SEO's resilience and future outlook

57:38 - Book recommendation

This podcast episode is a special one and let us tell you why!

Richard sits down with the powerhouse sisters and Co-Founders of Pretty Lavish, Samantha and Stephanie Frost. From humble beginnings as a spare-bedroom side hustle, Pretty Lavish has blossomed into a global contemporary occasion wear brand, backed by a growing team of nearly 50 and thousands of loyal customers.

Tune in to hear how Samantha’s fashion buying expertise and Stephanie’s finance background combined to turn a £500 test order into an international favourite, all while embracing slow fashion principles in a fast fashion world.

The sisters share candid stories about their organic growth journey, from launching on Shopify, navigating early tech mishaps and living at home to re-invest everything back into the business, to surviving a major setback when their first collection appeared on a rival’s site before they had even received stock.

You’ll also get practical insights into how Pretty Lavish is staying ahead: leveraging year-long design cycles, exploring the rise of rentals and resale in fashion, building community through real-world events and embracing automation and AI to scale smartly. Plus, discover advice for Founders, the power of family resilience and their bold vision for US expansion.

Whether you’re interested in eCommerce strategies, building a sustainable brand or just love a good Founder story, this episode is packed with inspiration and actionable tips you won’t want to miss.

Hit subscribe and join us for this honest and practical journey behind the scenes of one of the UK’s most exciting fashion brands.

Topics Covered

00:32 - How an early exposure to business, low barriers to entry and the opportunity to scale via social media shaped the journey of Pretty Lavish

06:16 - Decided to focus full-time on the business for six months after traveling, resulting in increased momentum and rewards

07:10 - Samantha’s initial efforts led to rewards, highlighting input-output correlation. A transition from a supportive corporate job to full-time involved reduced workdays, easing the change and maintaining financial ties through contracted work, as it took years before we paid ourselves.

11:36 - eCommerce challenges, platform investments and adapting to changes like social selling and the rise of secondhand buying

13:40 - Encouraging versatile fashion use and exploring social selling trends on platforms like TikTok

17:16 - Steph discussed the significance of brand days in fostering team culture and aligning company vision

21:38 - Success came from not following the conventional route in growing the fashion business

25:47 - Businesses always face challenges, requiring a solution-driven mindset. Early issues included learning from contract inadequacies when a manufacturer released designs to another brand

29:11 - The focus is on improving efficiency through automation and AI, with objectives set for 2025 to streamline processes and enhance product placement using advanced commerce tools

32:52 - Leveraging automated content adjustments and operational strategies offers significant advantages, especially for early adopters

35:48 - How they work together and compliment each other with different strengths

37:27 - Focus on community events and building brand immersion, while preparing for international expansion through foundational automation and tech investments

40:29 - Book recommendation

Stacey Priestley - Saving Nipples Since 1984. UGC, TikTok and Trust: Inside Lansinoh’s Winning Social Commerce Strategy

Mothers. Mamas. Powerhouses. Superwomen.

All words we would describe the target audience of Lansinoh.

In this episode, we have the absolute pleasure of sitting down with Stacey Priestley. A mama and a killer eCommerce professional.

Stacey shares her insights from 17 years in eCommerce, revealing how Lansinoh has built a passionate community supporting moms at every stage of their journey.

Stacey Priestley

Saving nipples since 1984.

Richard sits down with Stacey Priestley, Senior Growth Marketing and Social Commerce Manager at Lansinoh, a pioneering brand dedicated to supporting moms at every stage of their pregnancy and postpartum journey.

With over 17 years of eCommerce experience, Stacey brings a unique blend of industry expertise and personal passion for helping parents navigate the challenges of motherhood.

In this episode, Stacey shares how Lansinoh built a loyal community through authentic word-of-mouth, the brand’s game-changing approach to TikTok Shop and affiliate marketing and why user-generated content is now at the heart of their strategy.

Plus, Stacey reveals the importance of personalisation in their digital campaigns, the tech stack that powers their eCommerce success and offers plenty of practical insights for brands looking to forge genuine connections with their audience.

If you’re an eCommerce leader eager to stay ahead of the curve, or simply love the stories behind innovative brands, you won’t want to miss this conversation. Be sure to follow or subscribe so you never miss an episode!

Topics Covered

00:23 - Building loyal communities with Stacey

04:49 - Saving nipples since 1984

06:19 - Parenthood: My first priority

14:31 - Digital strategy for young mums

16:56 - Personalised pregnancy guidance

19:23 - TikTok Shop's rising importance

24:14 - Affiliate collaboration strategy

25:54 - Leverage TikTok's affiliate tools

29:05 - Women's Health UGC strategy

33:25 - Unexpected TikTok bundle success

37:09 - From non-reader to avid reader

Saving nipples since 1984.

Richard sits down with Stacey Priestley, Senior Growth Marketing and Social Commerce Manager at Lansinoh, a pioneering brand dedicated to supporting moms at every stage of their pregnancy and postpartum journey.

With over 17 years of eCommerce experience, Stacey brings a unique blend of industry expertise and personal passion for helping parents navigate the challenges of motherhood.

In this episode, Stacey shares how Lansinoh built a loyal community through authentic word-of-mouth, the brand’s game-changing approach to TikTok Shop and affiliate marketing and why user-generated content is now at the heart of their strategy.

Plus, Stacey reveals the importance of personalisation in their digital campaigns, the tech stack that powers their eCommerce success and offers plenty of practical insights for brands looking to forge genuine connections with their audience.

If you’re an eCommerce leader eager to stay ahead of the curve, or simply love the stories behind innovative brands, you won’t want to miss this conversation. Be sure to follow or subscribe so you never miss an episode!

Topics Covered

00:23 - Building loyal communities with Stacey

04:49 - Saving nipples since 1984

06:19 - Parenthood: My first priority

14:31 - Digital strategy for young mums

16:56 - Personalised pregnancy guidance

19:23 - TikTok Shop's rising importance

24:14 - Affiliate collaboration strategy

25:54 - Leverage TikTok's affiliate tools

29:05 - Women's Health UGC strategy

33:25 - Unexpected TikTok bundle success

37:09 - From non-reader to avid reader

In this episode of eCom@One with Richard Hill, we tackle one of the most critical and often misunderstood challenges in modern eCommerce, marketing attribution.

Joining us is James Hawkins, Senior Partnership Manager at Triple Whale, who brings a sharp perspective on why attribution has become increasingly complex in the wake of privacy shifts like iOS 14.5 and GDPR.

James breaks down the core issues eCommerce brands face today, exposing the limitations of outdated models like last-click attribution and offering actionable insights into how AI and machine learning are reshaping the attribution landscape.

From identifying common data blind spots to implementing more accurate, holistic tracking strategies, this conversation is packed with high-value takeaways. We also explore how Triple Whale’s advanced attribution tools empower brands to make smarter decisions, maximise Ad spend and accelerate growth.

Whether you’re an agency leader or eCommerce professional, this is a must-listen for anyone serious about mastering attribution in today’s privacy-first world.

Topics Covered

00:23 - Meet James Hawkins and understand his role at Triple Whale

05:10 - Attribution strategy is crucial, especially post-iOS 14, requiring a comprehensive plan to sustain effective business growth

06:29 - eCommerce brands face issues with attribution tracking, such as incorrect calculations and common mistakes impacting accuracy

12:10 - Start confidently with reliable data, continually refine strategies considering seasonality, global events and other factors

14:55 -Triple Whale centralises data for acquisition and attribution via server-side tracking, enhancing data quality and understanding. It features tools like Sonar for pushing event data to ad platforms like Meta, Google, and Klaviyo

18:46 - Triple Whale helps businesses gain a holistic understanding, forecast growth, benchmark against competitors, and strategise effectively for scaling

20:34 - As businesses grow, they diversify marketing efforts across multiple channels, including TikTok, Meta, Search Ads, Email Marketing, SEO, and PR. However, some channels may mislead with attribution metrics

26:16 - Embracing AI is crucial for efficiency and future success in marketing

27:01 - The rapid evolution of platforms and integration of AI in businesses is a major concern keeping business leaders up at night

32:08 - Attribution challenges arise from tracking gaps due to privacy laws, which AI helps bridge

33:59 - Where AI is heading in the next 18 months?

37:28 - Embracing AI enhances content creation, boosting output and quality, giving a competitive edge

41:54 - Book recommendation