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Perth Retail Roadshow (March 6th)

In this episode of E-Commerce Australia, Ryan Martin welcomes back Carla Penn-Kahn, co-founder of Profit Peak, along with her partner and co-founder David Kahn.

They dive deep into how e-commerce businesses can optimize their profitability, ad spend, and inventory management in 2025.

Key takeaways:

✅ Short & Sharp Black Friday Sales Work Best – Brands that ran focused 4 day BFCM promotions outperformed those running “Black November” sales.

✅ Ad Spend Strategy is Broken – Google & Meta push spend toward high-converting products, but NOT your most profitable ones. Profit Peak flips that model for better margins.

✅ Repeat Customers = Secret Goldmine – October buyers often repurchase in November—brands should focus on customer retention strategies leading up to BFCM.

✅ AI, SEO & Brand Building Matter More Than Ever – With rising CPAs and AI-driven search engines like ChatGPT, content and authentic brand storytelling will be key to long-term success.

✅ Why Inventory Planning is Critical – Understanding which products drive repeat purchases (and which ones don’t) is the key to profitable scaling.

They also discuss how Profit Peak helps brands unlock hidden revenue by automating ad spend optimization, enhancing inventory forecasting, and identifying the real drivers of profitability in an e-commerce business.

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Perth Retail Fest Roadshow

In this episode ofEcommerce Australia, host Ryan Martin sits down with Dave Levett, Founder and Managing Director of the award winning omni-channel marketing agencyMurmur.

Together, they tackle one of the biggest misconceptions in digital marketing, why ROAS (Return on Ad Spend) is an outdated, misleading metric that could be silently holding your business back.

Dave Levett, a seasoned marketer with experience spanning both agency and brand-side roles, shares his journey from working with major brands like Telstra and Sky UK to founding Murmur, where he helps eCommerce and retail brands unlock real growth.

With a strong background in media strategy, performance marketing, and brand building, Dave dives deep into why the industry needs to move beyond ROAS and embrace a more holistic approach to attribution and marketing effectiveness.

Ryan and Dave break down:

• TheROAS myth -why focusing solely on return on ad spend is a dangerous trap.

• The difference betweenmarketing efficiency andmarketing effectiveness (and why most brands confuse the two).

• HowMarketing Mix Modeling (MMM) is changing the game for brands that want to scale.

• Whybrand equity and audience expansion are key to long-term profitability.

• The importance of investing in both digital and offline channels for maximum impact.

Dave also shares a fascinating case study with Melbourne City Football Club, where his team discovered they had beenover-investing in Meta andunder-investing in high-performing offline channels like out-of-home and TikTok, proving that true marketing success comes from understanding the full picture, not just platform driven metrics.

🎧 Tune in now and learn whyyour competitors have already stopped caring about ROAS—so should you!

Follow & Connect:

• Connect withRyan Martin on LinkedIn

• Connect withDave Levett on LinkedIn

• Subscribe toEcommerce Australiafor more cutting-edge eCommerce insights

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Perth Retail Roadshow

🚴‍♂️How do you sell a high-ticket item online when customers want to try before they buy?

That’s exactly the challenge Tribe Bikes faced when selling their $13K-$18K electric cargo bikes. In this episode,Steve Bull, co-founder of Tribe Bikes, reveals how his brand went from an experiment to market leader—and the surprising strategy that now accounts for8% of their total sales.

✔️ How Tribe Bikes turned a personal problem into a thriving eCommerce brand
✔️ The challenges of selling high-ticket, bulky items online (and how they cracked the code)
✔️ Why traditional bike shops weren’t the right retail strategy
✔️ Thecustomer-led marketing strategy that boosted conversions
✔️ How Steve and his team are usingXperify to connect real customers with potential buyers
✔️ Why word-of-mouth and community-driven marketing aremore powerful than paid ads

🎙️Bonus: Steve recently acquired Xperify—an app that allows brands to turn existing customers into their best salespeople. If you’re running an eCommerce brand with high-ticket products, this could be the missing piece in your conversion funnel.

🔗Links & Resources:

• Tribe Bikes

• Xperify:xperify.com

• Connect with Steve Bull on LinkedIn:Steve’s Profile

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