Steven Sashen is the co-founder and Chief Barefoot Officer of Xero Shoes. Selling via their international Shopify stores, Amazon, and wholesale. They launched in November 2009 and in 2024 did just under $68 million.

Steven returns to the show to reveal how Xero Shoes jumped to nearly $68M — and the real decisions behind that growth.

Hit PLAY to hear:

• How Xero Shoes leapt from $6M to $68M — and why it still feels like a startup 🔥
• The real reason they moved from WooCommerce to Shopify (and what went wrong 👀)
• Why “best practices” are often bad practices — and what Steven tests instead 📊
• The surprising truth about wholesale vs. DTC and where real scale actually comes from 🚀
• How Xero Shoes got NBA + WNBA players training in their footwear 🏀
• The product philosophy that fuels their growth: make shoes that truly change lives 👣

Key timestamps to dive straight in:

[05:00] "Data-Driven, Opinion-Free Marketing"

[09:07] Platform Choice Doesn't Drive Conversion

[11:42] "Website Launch: A Workable Rush"

[14:56] "Scaling Footwear Through Retail Doors"

[16:39] Global Privacy Challenges Expand

[21:34] "Life-Changing Shoes Inspire Basketball Innovation"

[23:39] "Impact of Barefoot-Inspired Footwear"

[25:40] Listen to Steven’s Top Tips!

Full episode notes here: https://ecmp.info/577

Carter Eve is the founder and designer at Carter Eve Jewelry, a brand committed to sustainability and ethical practices creating delicate fine jewelry and distinctive designs. Founded in 2020 they now have annual sales of $1.2M with a 25% year-over-year growth rate. Selling exclusively via their Shopify site.

In this episode, Carter reveals how she scaled her luxury jewelry brand to $1.2M using a made-to-order model, high-touch service, and smart offline pop-ups. A must-listen for anyone selling high-value products online.

Hit PLAY to hear:

• ⭐ How Carter scaled a $1.2M luxury jewelry brand with zero full-time staff.
• 💎 Why made-to-order products can outperform traditional inventory in eCommerce.
• 📲 The high-touch customer service strategy that turns buyers into lifelong fans.
• 🎪 How offline pop-ups and events drive massive online sales (and trust!).
• 🌱 Why ethical sourcing is now a must-have for modern jewelry buyers.
• 🚀 The growth tactics that helped Carter hit 25% YoY growth—while still designing every piece.

Key timestamps to dive straight in:

[03:43] Hands-On Jewelry Design Process

[08:39] Ethical Gemstone Sourcing Insights

[12:22] "Future Plans for Outsourcing"

[15:04] "In-Person Events: Essential Connection"

[16:28] Pop-Up Events and Collaborations

[19:45] Listen to Carter’s Top Tips!

Full episode notes here: https://ecmp.info/576

Caleb Slater is the managing director at Cards2Cash a platform enabling customers to sell unwanted gift cards. Founded in 2022 (when Caleb was just 16) it operates on a custom website, has recently expanded into Ireland, and has already grown to over £500k in annual sales.

In this episode, Caleb reveals how he scaled Cards2Cash with smart SEO, clever payment optimisation, and a huge focus on trust and customer experience. It’s a fast, practical conversation full of insights any eCommerce brand can apply right away.

Hit PLAY to hear:

• 🚀 How a 16-year-old founder built a £500k+ gift card marketplace from scratch.
• 🔍 The SEO strategy that now brings in 99% of Cards2Cash’s customers.
• 💸 The payment change that saved the business over £20,000 in fees.
• 🛍️ Why customer service became Caleb’s secret weapon for growth.
• 🤖 How he’s using AI (the right way) to cut workload without hurting CX.
• 🌍 The big expansion plans taking Cards2Cash across Europe next.

Key timestamps to dive straight in:

[03:37] Building a Website's Challenges

[07:43] Exceptional Customer Service Priority

[10:48] Gift Card Trading Trends

[15:11] Ensuring Effective AI Support

[17:56] Overcoming Payment Provider Challenges

[19:42] Global Expansion: Ireland to Germany

[20:24] Listen to Caleb’s Top Tips!

Full episode notes here: https://ecmp.info/575