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Connect with Kat Ramos

BFCM Sales Were Up, So Why Did Profits Go Backwards for Aussie Brands?

Black Friday Cyber Monday looked like a win for Australian eCommerce.

Traffic was higher, orders increased, and sales days hit record levels.

But when the dust settled, many brands realised something uncomfortable. Profits did not follow revenue.

In this episode of eCommerce Australia, Ryan Martin is joined by Kat Ramos, Senior Growth Executive at Profit Peak, to unpack exclusive Australian BFCM data from Profit Peak’s newly released BFCM 2025 Playbook, and why so many brands sold more but kept less.

This is a must-listen for Shopify store owners planning for BFCM 2026 and beyond.

Kat breaks down the key findings from thousands of Australian orders, including:

• 📈 300% uplift in daily net sales, Aussies were ready to spend
  

• 🧲 426% increase in new customers, acquisition was aggressive
  

• 🔻 16% drop in contribution margin, discounts and ad spend took their toll
  

• 💸 New customers cost significantly more to acquire than returning ones
  

• ⚠️ Many brands celebrated revenue before seeing their credit card bills
  

The result was busy stores, stressed cash flow, and thinner margins.

This episode goes beyond post-mortems and into what winning brands did differently, including:

• Why blanket site-wide discounts hurt more than they help
  

• How to discount C and D stock without damaging your brand
  

• Using bundles, mystery gifts, and AOV levers instead of deeper discounts
  

• Why contribution margin beats ROAS as your North Star metric
  

• How AI-driven product discovery delivered up to 350% higher contribution profit per session
  

The conversation also dives into how customer behaviour is shifting fast:

• TikTok as the top product discovery channel for Aussie shoppers
  

• Google still dominating first-click acquisition
  

• Email and direct traffic closing the sale
  

• Early signals that AI-powered discovery will play a major role by 2026
  

If your Shopify store relies heavily on Meta and Google alone, this episode will challenge your channel mix.

If you are:

• Planning BFCM 2026
  

• Feeling margin pressure despite growing revenue
  

• Discounting without a clear profit model
  

• Struggling to connect ads, inventory, and product performance
  

This episode will help you rethink how to grow profit-first, not just top-line.

Kat Ramos is Senior Growth Executive at Profit Peak, helping Australian eCommerce brands connect product data, ad performance, and profitability so every team works toward the same margin goal.

Revenue is vanity. Profit is strategy. And BFCM rewards the brands who prepare months in advance.

🚨 What Aussie Brands Got Wrong This BFCM🧠 The Smarter BFCM Strategy That Actually Protects Profit🤖 AI, TikTok, and the New Aussie Shopping Journey📊 Why This Matters for Shopify Store Owners👥 About the Guest🔑 Key Takeaway

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Question for Dave? Get In Touch Here

Best of series - The best advice delivered straight to you, without the general chit chat!

Join Ryan Martin on the eCommerce Australia Podcast as we revisit some of the best, most replayed and asked for podcasts.

This episode with Dave Levett from Murmur delivered some absolute gold, and will get you thinking about your strategy and plan coming into a massive 2026!

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Contact ChannelWiz Here

What if you could scale your eCommerce brand to $50M+ in sales without spending a cent on Google Ads?

In this episode, we sit down with Doron Kushlin, founder of KG Group and ChannelWiz, to unpack one of the most incredible Australian eComm journeys you’ve never heard.

From washing dishes in Perth to becoming one of the top marketplace sellers in the country, Doron breaks down exactly how he built a business that now moves 2,000+ orders a day purely through marketplace channels.

If you’re still sinking budget into Meta and Google, but ignoring the power of Amazon, eBay, Kmart, Catch (RIP), and others… this is your wake-up call.

• How Doron built a $50M+ business without traditional digital ads

• Why ChannelWiz is helping brands like Puma crush it on marketplaces

• The exact turning point when eBay unlocked their first major growth wave

• How to list products “the right way” on Big W, Kmart, Amazon & more

• Why bundling, relevance, and marketplace-specific content are key

• Doron’s unfiltered thoughts on working with retailers (including getting banned!)

• What most founders get completely wrong about multichannel selling

• The future of Australian marketplaces and why the big shift is already here

• eCommerce founders stuck in the Meta/Google ad treadmill

• Brands wanting to scale fast without increasing CAC

• Anyone exploring tools like ChannelWiz to unlock multi-channel distribution

Doron shares how ChannelWiz went from internal ops software to a growing powerhouse used by 70+ brands, and why they say yes to the right clients, and no to the wrong ones.

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Follow us on Instagram: @remarkabledigital

How do modern haircare brands go from salon-exclusive to household name?
This episode unpacks the seismic shift from B2B to DTC in the beauty space, and what that means for digital marketers, retailers, and brand leaders heading into peak sales season.

You’ll learn why omnichannel is no longer optional, how smarter attribution is driving better ROI, and what really moves the needle on Black Friday & Cyber Monday in a hyper-competitive market.

We also dive into the psychology of today’s beauty shopper: why awareness, education, and SEO-driven content are now mission-critical, not just "nice to have."

Whether you’re selling shampoo or scaling a skincare startup this one’s packed with insights you’ll actually use.

• The shift to DTC is redefining how haircare brands go to market

• Omnichannel is the backbone of modern beauty retail

• SEO isn’t dead, it’s the power play for awareness and buyer trust

• Attribution is messy, but ignoring it is worse

• In-person events still work for beauty brands (and loyalty)

• Black Friday & Cyber Monday remain the ultimate stress tests for your funnel

• Choosing the right agency partners makes or breaks long-term success

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Speak With Chelsea Here

If you’ve ever wondered how some Aussie eCom brands land features in Broadsheet, Inside Retail, or even The Today Show, this is the episode you can’t afford to skip.

In this in-person conversation, we sit down with Chelsea Cucinotta, founder of Honey Buzz PR and former Nine News Melbourne Assistant to the Chief Of Staff, to unpack the exact strategies that help eCommerce brands punch above their weight in the media.

Chelsea has helped brands like DX Diamonds, Underworks, and Alliance Francaise de Melbourne secure earned media coverage that drives real business impact, and today, she’s revealing how she does it.

From campaign wins to the art of newsjacking, Chelsea shares why most founders are sitting on PR gold but doing nothing with it. Whether you’re launching a product, rebranding, or just want to become the go-to name in your niche, this episode is your playbook.

🔥 In This Episode, You'll Discover:

• What earned media actually is, and why it's the PR strategy smart brands are doubling down on
  

• Chelsea’s journalist-first approach to finding your story and making it media-ready
  

• How she landed a Page 3 feature in The Age
  

• The common myths about PR that are costing eCom brands visibility and sales
  

• How to turn trending news into national coverage
  

• The difference between a good PR agency and a great one, and how to know when you’ve found the right fit
  

• When you should DIY your PR and when it’s time to call in an expert
  

• What media outlets like Broadsheet, The Today Show, and Inside Retail are actually looking for
  

🚀 Who This Episode Is For:

• eCommerce founders launching a new product, rebrand, or campaign
  

• Brand marketers who want media exposure without paying for ads
  

• Agencies looking to expand their value-add with PR partnerships
  

• Founders ready to become visible thought leaders in their industry
  

• Business owners who’ve thought “We should be in the media” but don’t know where to start
  

🎯 Key Takeaway:

“Best known beats best. But you need the right story, at the right time, to the right people.” Chelsea Cucinotta

🛠️ Tools & Tactics Covered:

• Newsjacking
  

• Product seeding/gifting
  

• Collaborations & brand activations
  

• PR stunts & earned buzz
  

• Pitching media like a journalist, not a marketer
  

🕐 Now Is the Time:

Black Friday and Cyber Monday are around the corner and journalists hate being pitched last minute. If you’re planning a campaign or want to be featured during peak sales season, this episode is your behind-the-scenes guide to doing it right.

🔗 Links & Resources:

• 💼 Learn more about Chelsea & Honey Buzz PR: https://www.honeybuzzpr.com
  

• 📩 Contact Chelsea directly: hello@honeybuzzpr.com
  

• 📱 Follow Honey Buzz PR on Instagram: @honeybuzzpr
  

🧠 Discover eCom SEO growth strategies with Remarkable Digital:

https://www.remarkabledigital.com.au/

Free SEO Audit Here

Sami Jarrous

Jackson Mills

Most eCommerce brands are still burning cash on Meta ads and wondering why CAC keeps climbing.

Meanwhile, Mateship is quietly building a powerful new growth channel through a model you’ve likely never considered:

Community Commerce.

In this episode, Ryan is joined by Sami Jarrous and first-time podcast guest Jackson Mills from Mateship to break down exactly how they’ve gone from 30 to 110 brands using their platform, without a single cent in paid media.

You’ll discover:

• Why Community Commerce is outperforming traditional ad channels.
  

• How Mateship gets your brand in front of thousands of high-intent shoppers for free.
  

• The cultural difference between US and Australian eComm brands.
  

• How brands like All For Mimi and Waterdrop slashed CAC by up to 86%
  

• What early adopters are getting that latecomers won’t
  

• Why Aussie retailers are missing the sustainability upside entirely
  

• The behind-the-scenes of building a two-sided marketplace from scratch
  Whether you're bootstrapped or scaling fast, this episode unpacks a zero-risk, performance-backed strategy that your competitors may already be testing.

🛍️ Mateship is turning Australia’s biggest office towers into your next best sales channel. Don’t wait until everyone else figures it out.

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Trendii

Aaron Woolf - Linkedin

What if your products could appear next to premium content your ideal customers already engage with?

In this episode, Ryan sits down with Melbourne based founder Aaron Woolf, creator of Trendii, a product discovery and advertising platform that helps eCommerce brands connect with shoppers through lifestyle content, blogs, and even TV.

Instead of interrupting customers with ads, Trendii integrates directly into the content they’re already consuming, making it easier for people to discover, click, and shop products that match what they’re seeing.

Whether it's a celebrity wearing a certain outfit or a home styling article featuring a particular aesthetic, Trendii bridges the gap between inspiration and purchase.

• What Trendii actually is and how it functions as a discovery channel, not a search or intent-based tool.

• How Trendii partners with publishers (like Elle, Marie Claire, Nine and more) to embed shoppable links directly into content.

• Why fashion, homewares, and lifestyle brands are seeing strong results from this integrated approach.

• How Trendii uses AI to match retailer product feeds with relevant content in real time.

• Real world examples: From a small fashion brand getting featured next to a celebrity look, to Freedom using Trendii to align with The Block coverage.

• Why 85% of Trendii’s traffic is new customers, and what that means for growing DTC brands.

• eCommerce brand owners looking to diversify their marketing mix.

• Marketers who want to reach customers earlier in their buying journey.

• Retailers seeking alternatives to traditional paid ads that still drive qualified traffic.

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Free PR Audit From Caroline

What do Coldplay, sunscreen, and coconut yoghurt have in common?
They’ve all been at the centre of major PR disasters that eCommerce founders must learn from.

In this episode, Ryan Martin is joined by Caroline Voaden, founder of Story Copywriting & PR, a former crisis comms pro turned PR strategist helping Aussie brands get seen for the right reasons.

Whether you’re looking to land media coverage, launch a new product, or avoid your own public meltdown, this episode is packed with punchy insights and practical takeaways.

• 🔥 What REALLY happened behind the Ultraviolet SPF scandal (and why their bold PR play was a high-stakes gamble)

• 🧠 Why most eCom founders fail at PR (and how to fix it)

• ⏱️ The 48-hour crisis window, and why silence is brand suicide

• 🧲 How to pitch journalists so they actually say yes

• 💡 “Why You, Why Now?” the question every founder must answer before hitting send

• 🎯 Should you go big with a stunt, or go consistent with micro PR? Caroline’s rule of thumb.

Plus:

• ✅ Caroline’s proven PR framework for building trust, visibility & credibility

• 🛡️ How to use PR as “brand insurance” before things go wrong

• 📉 The mistake most brands make during a product recall (Cocobella, we’re looking at you)