Adam Jelic didn’t set out to build a cult stationery brand. He was just trying to get his own head straight. Anxiety, big ideas, too many thoughts, not enough direction. So he did what a lot of founders eventually do. He built the tool he wished already existed. Fifteen years later, MiGOALS is stocked everywhere from Officeworks to Barnes & Noble, used by Canva, Lululemon and Apple teams, and quietly helping thousands of people untangle their thinking.

Today, we're discussing:

• How MiGOALS grew from a personal coping tool into a global stationery and wellness brand
• Why writing goals down improves focus, belief and momentum
• The role of anxiety, self-awareness and clarity in entrepreneurship
• Staying disciplined in a world full of distractions and opportunities
• Expanding into the US market using Amazon as a growth lever
• Balancing analogue products with digital tools and AI
• Community, accountability and why progress equals happiness
• Practical advice for setting meaningful goals in 2026 and beyond

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Explore MiGOALS

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To kick off 2026, we're looking back at the five most downloaded episodes of 2025 and the ideas that resonated most with ecommerce leaders this year.

From practical frameworks for adopting AI without losing the human edge, to rethinking customer experience, localisation at scale, agentic AI, and the real-world mechanics behind a 48% conversion lift, this countdown captures the conversations shaping where ecommerce is heading next.

If you missed any of these episodes the first time around, this is your cue to add them back to the queue, and start 2026 with sharper thinking, clearer priorities, and ideas worth implementing.

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Between tariffs landing faster than expected, Amazon tightening its grip on customer expectations, B2B finally stepping into the spotlight, and APAC proving it’s anything but a “secondary” market, this was a year that forced operators to rethink fundamentals.

In this special wrap-up episode of Add To Cart, Bushy revisited the eight conversations that personally shaped how he thinks about ecommerce, leadership, and growth. Not the most downloaded episodes. Not the loudest trends. But the ones that landed, lingered, and changed perspective.

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James Hurman has spent years shaping how the world understands brand building. An award-winning strategist, author and co-founder of Tracksuit, he’s become a global voice for effectiveness at a time when marketing teams are under more pressure than ever. In today’s episode, James dives into the real drivers behind brand growth, and why the industry must move on from its obsession with doing “more with less”.

Today, we're discussing:

• Why “doing more with less” is the wrong mindset for brands that want to grow
• The Klaviyo research revealing why high retention often equals slower growth
• How to identify the customers who actually increase long-term revenue
• Why loyalty programs rarely drive scale and what to prioritise instead
• How Tracksuit is changing the way marketers prove brand impact
• The role of mass reach, contextual media and cultural relevance in 2026
• Why AI can ideate but still can’t judge creative quality like a human
• What ecommerce brands should focus on to scale confidently into 2026

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Explore Previously Unavailable
Klaviyo x James Hurman research
James' books

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Most ecommerce founders dream of having customers who buy again and again. But what if your product’s so good, they never have to? That’s the challenge facing durable product brands like she wear, Ecosa, and Snotty Noses Australia. When your boots, mattresses, or devices are built to last for years, how do you keep growing without compromising quality or purpose?

In this playbook:

• Why durable, long-lifespan products break traditional ecommerce growth models
• How to build a consumable ecosystem around a single hero product
• The role of word of mouth when repeat purchase is limited
• How customer use cases can reveal new product categories you never planned for
• How to turn durability into your brand moat, not a commercial constraint
• The shift from selling products to designing experiences and ongoing utility

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Explore she wear

Snotty Noses' Episode
Klipsta's Episode
Ecosa's Episode

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Zimbabwe-born entrepreneur Dave Thompson, co-founder of Hometime and founder of RunRemote, didn’t grow up around traditional career paths. He grew up around entrepreneurs, everywhere, all the time. That foundation shaped a career built on freedom, leverage and the belief that business should serve your life, not swallow it.

In today's episode, Dave shares how he took a Bondi Airbnb experiment and turned it into a multi-country, 200-person operation with institutional investment… and then walked away to build an entirely new model of entrepreneurship. Through RunRemote, he’s helping ecommerce teams hire top global talent without the middleman, bloated margins or opaque BPO models.

Today, we're discussing:

• How Dave built Hometime from a Bondi Airbnb listing into a 200-person, multi-country operation
• The formula behind his “zero-to-one” founder mindset and venture studio approach
• Why global talent is becoming ecommerce’s biggest competitive edge
• How Run Remote is reinventing offshore hiring for quality, transparency and cost efficiency
• The systems, frameworks and mindset shifts founders need to scale without burning out

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Explore RunRemote

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For years, B2B sites were the forgotten sibling of ecommerce: functional, clunky, and built for systems, not humans. But AS Colour’s Joe Sharplin is flipping that script. A designer turned digital lead, he’s bringing craft and customer-first thinking to wholesale. And those subtle differences are making a world of impact.

In today's Playbook:

• Why the customer (not the tech stack) should drive every B2B decision
• How AS Colour blends D2C simplicity with wholesale power
• The importance of knowing your professional buyer and their real purchasing behaviour
• Lessons from Total Tools on using data and loyalty to personalise B2B at scale
• How Dan Ferguson grew B2B revenue by leveraging platform-native features
• Why self-service is becoming the default expectation for modern B2B buyers

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Explore AS Colour

Brett Sinclair's Episode
Darren Gunton's Episode
Dan Ferguson's Episode

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In this episode of Add To Cart, Jevon Le Roux joins Nathan Bush to share how Keeyu is turning customer service on its head. Instead of managing complaints, Keeyu’s AI agents proactively detect and fix order issues (like stuck parcels, refund delays, and failed payments) before the customer ever asks, “Where’s my order?”

Today, we're discussing:

• Why most CX tools are stuck in reactive mode, and how Keeyu flips the model
• The moment Jevon and his co-founders realized they could automate complaint prevention
• What a “customer promise” is, and how Keeyu uses it to track every order
• How AI agents are solving operational issues across 50+ ecommerce systems
• Why leading retailers are using Keeyu to reduce ticket volume and team burnout
• Where ecommerce AI is heading, from automation to intent-based prioritization

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Explore Keeyu

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Want to level up your ecommerce game? Come hang out in the Add To Cart Community. We’re talking deep dives, smart events, and real-world inspo for operators who are in it for the long haul.

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