AI gets thrown around as the answer to cutting costs and speeding things up. Michelle Reeves, Co-founder and CEO of Zipline AI, has a different take. “AI should never replace the relationship”, she says. “It should free us up to focus more on what really matters to customers”. In other words, the real opportunity isn’t to automate customers out of the picture: it’s to pull them in closer.

In Today’s Playbook:

• How Zipline AI helps brands like Disney, Gucci and Hugo Boss use co-creation to boost engagement
• Why Gen Z spends billions of hours creating digital products and what it means for brand loyalty
• How Pet Circle used semi-automation to turn a “dog on a diet” moment into customer care gold
• Why Good Pair Days built a Spotify-style recommendation engine for wine lovers
• The power of treating AI as a creative playground that secretly collects high-value customer data

Connect with Michelle
Explore Zipline AI
Michelle’s main Episode #543
Pet Circle Episode #396
Good Pair Days Episode #423

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Kirstin’s career has zig-zagged through medicine, law, consulting, co-founding Future Super, and leading Techstars in Sydney before stepping into the CEO seat at Birchal, Australia’s largest equity crowdfunding platform. With more than 300 campaigns and $200 million raised, Birchal is now a powerhouse for ecommerce founders who want to scale while activating their most loyal customers as shareholders.

Today, we're discussing:

• How Birchal helps ecommerce brands like Outland Denim, Zero Co and Sneaker Laundry raise millions by turning loyal customers into investors
• The sweet spot crowdfunding occupies between Kickstarter, bank loans and VC: without the headaches of fulfilment or personal guarantees
• Why ongoing shareholder communication is the secret to future raises and brand loyalty
• How crowdfunding campaigns act as marketing campaigns, boosting awareness, employer brand, and even sales
• The brutal stats on gender and diversity in funding, and why crowdfunding can close the gap for underrepresented founders
• Kirstin’s vision for a future where Australian crowdfunding creates thousands of new millionaires, just like Revolut in the UK

Connect with Kirstin
Explore Birchal

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What does it take to turn a routine product into a subscription powerhouse?

In this Add To Cart Playbook, Nathan Bush sits down with Jaryd Terkelsen, Co-Founder of BeforeYouSpeak Coffee, the Brisbane-born brand now doing seven figures, stocked in more than 1,500 stores globally, and even backing an Alpine F1 team.

Jaryd reveals how BeforeYouSpeak flipped the switch on subscriptions (after years of keeping them hidden) to build one of the stickiest ecommerce models in the game. Today, their average subscriber reorders nearly ten times.

This episode unpacks how Jaryd and the team:

• Balanced retail partnerships with direct-to-consumer subscriptions
• Designed irresistible first-time offers that drive trial and loyalty
• Built a system that makes churn the exception, not the rule

If you’re wondering how to make subscriptions work without annoying customers (or your retail partners) this playbook is packed with insights you can put to work straight away.

Connect with Jaryd
Explore BeforeYouSpeak
Jaryd’s main Episode #541
FunDay Sweets Episode #317
Klipsta Episode #491

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Explore KADI | StudioHawk

Harry Sanders is best known as the founder of StudioHawk, Australia’s largest dedicated SEO agency. But in this episode of Add To Cart, Harry reveals a new chapter: co-founding KADI Luggage, a consumer travel brand launched in 2023. His journey shows what happens when deep digital expertise meets product ambition: you get a brand that’s innovating how Australians pack for travel, and a founder who can talk the talk and walk the walk.

Today, we’re discussing:

• Why Harry decided it wasn’t enough to just grow other people’s brands, and what pushed him to step out of agency life and into the world of consumer products.
• How KADI Luggage was born
• What it’s like to move from services to product
• The SEO-first principles that shaped KADI’s site from day one
• Why digital PR and data storytelling are outperforming old-school SEO tricks
• The empathy shift: how running KADI has changed the way Harry thinks about StudioHawk’s clients
• The bigger picture: Harry’s vision for KADI, and the lessons he’s bringing back into StudioHawk

Connect with Harry
Explore KADI | StudioHawk

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Jennifer Gilbert is the Head of Digital at Nutra Organics, and a former ecommerce leader at RY.com.au, The Facial Co., and Makeup Cartel. With a background in musical theatre and a serious knack for CX, she’s now driving digital growth for one of Australia’s most beloved health food brands.

In this episode, we cover:

• How a benefit-led quiz skyrocketed conversions
• Why quizzes aren’t just acquisition tools, but service features that build long-term trust
• The game-changing move of syncing quiz data into Klaviyo flows
• Where AI fits in, and why it’s not replacing quizzes just yet

Connect with Jennifer Gilbert
Explore Nutra Organics

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David’s journey has been anything but ordinary. From studying zoology to leading AI-driven organisations, he’s built a career at the intersection of technology and business. Today, at Decidr.AI, he’s helping ecommerce brands cut the manual “tippy-tapping” across SaaS tools, unify their data, and make decisions that fuel growth instead of just efficiency.

Today, we’re discussing:

• The difference between agentic AI, AI agents and LLMs, and why ecommerce leaders should care
• How agentic AI can shift businesses from task-based to goal-driven decision-making
• The pain of point solutions and why endless app-stacking is unsustainable for ecommerce
• How Decidr.AI builds a single-source database across platforms like Shopify, Xero, Klaviyo and Google Ads
• Why Decidr’s goal-oriented apps outperform traditional chatbots and how one ecommerce client achieved 5% revenue growth in just 8 weeks
• Insights from Decidr’s AI Readiness Index, showing that most Australian SMEs are prioritising efficiency over growth
• The Edible Beauty case study, showcasing agentic AI in real-world ecommerce customer journeys
• What an AI roadmap for SMEs should look like in 2025

Edible Beauty Case Study

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Explore Decidr.AI

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In today’s Checkout, CEO and Founder of Try With Mirra, Pete Ceredig-Evans, gives us a behind-the-scenes look at what fuels his ecommerce brain, from the books that shaped his leadership style to the £400 iPhone book accident that still haunts him.

In this episode, we cover:

• The most expensive online shopping mistake you’ll hear this week
• How Romy The Brand blends fashion and art, and why Pete’s obsessed
• The one tool that powers TWM’s remote ops, design, and onboarding
• The books that changed how he builds culture
• The bold new move to launch the brand’s own customer-facing app

Connect with Pete Ceredig-Evans
Explore Try With Mirra

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Richard Stevens, CEO of Zyft, has spent his first six months steering the AI-powered shopping assistant through a period of explosive growth. With over 650,000 downloads, 100,000+ daily searches, and $7.5 million in fresh funding, Zyft is reshaping how Australians shop, and how retailers compete.

Today, we’re discussing:

• Zyft’s origins and growth: from Damien Waller’s vision in 2019 to 650,000 downloads and $7.5M raised in 2025.
• How the app works: Chrome and Safari extensions, mobile apps, barcode scanning, and live retailer feeds.
• The consumer mindset: why cost-of-living pressures have made shoppers more price-conscious and open to AI tools.
• Retailer opportunities: using Zyft’s data and transparency to boost discoverability, credibility, and conversion.
• The future of shopping: what AI-powered price comparison means for retailers heading into Black Friday, Cyber Monday, and beyond.

Connect with Richard Stevens
Explore Zyft

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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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