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A Framework for Growing eCommerce Brands From Scratch With Matt Edmundson, CEO of Aurion Digital

Matt Edmundson

Matt Edmundson is the CEO of a self-branded ecommerce coaching and consulting company, Matt Edmundson Ltd. As a longtime ecommerce entrepreneur, Matt has multiple businesses, recently exiting The Jersey Company after running it for over ten years.

Matt loves the craft of growing ecommerce brands and is currently re-launching his ecommerce masterclass. He is also the CEO of Aurion Digital, an ecommerce services business that takes away the pain and uncertainty of running an ecommerce business.

Additionally, Matt is the host of the eCommerce Podcast, where he interviews digital expert entrepreneurs and business leaders from around the world. Interestingly, Matt is also a reverend.

Here’s a glimpse of what you’ll learn:

  • [02:58] Matt Edmundson talks about becoming a reverend and the first wedding he ever conducted
  • [06:15] The crossover between being a reverend and an ecommerce entrepreneur
  • [08:54] What Matt did first after exiting one of his ecommerce companies
  • [17:23] Discovering and staying true to your core values
  • [27:42] A framework for growing ecommerce brands from scratch
  • [36:57] How to introduce repeatability to start your business
  • [43:24] What do you do when strategies backfire?
  • [51:57 Matt’s favorite brands
  • [55:44] Standout episodes from Matt’s podcast

In this episode…

Building a successful ecommerce brand is a repeatable process if you nail down a framework that works. According to today’s guest, Matt Edmundson, who recently exited one of his ecommerce businesses, there are seven core areas to focus on to grow your business.

The first area of concentration is your branding. Whether you’re a new or established business, branding involves understanding who you’re trying to reach and how and where to reach them in the most impactful way possible. If you skip the branding step, you will likely do a poor job with the following six steps. Want to learn about the rest of the steps and how to execute them properly?

In this episode of the eCommerce Profits Podcast, Joshua Chin talks with the CEO of Matt Edmundson Ltd, Matt Edmundson. They discuss the intersection of his passion for ecommerce and being a reverend, discovering and staying true to your core values, the ecommerce growth framework, lessons, and philosophies.

Resources mentioned in this episode

Special Mentions:

Sponsor for this episode

This episode is brought to you by Chronos Agency.

If you are a direct-to-consumer ecommerce brand that wants to unlock the optimum customer lifetime value through email marketing, then look no further than Chronos Agency!

Our team of passionate email marketing experts has helped hundreds of brands generate over $70 million in return from email alone, and our clients receive an average of 3500% ROI from our efforts.

Chronos Agency has worked with a variety of brands, including Truly Beauty, Alya Skin, and many more. Our mission is to help real businesses achieve real results. 

If you want to take your revenue to the next level using email marketing, be sure to email our team at sales@chronos.agency or visit chronos.agency to learn more.

Episode Transcript

Intro 0:04

Welcome to the eCommerce Profits Podcast where we feature top founders and experts in the ecommerce Industry and take an in depth look at the struggles and successes in growing ecommerce brands profitably.

Joshua Chin 0:21

Right Hey guys, I’m Josh Chin. And I’m the host of the eCommerce Profits Podcast where we feature top experts and entrepreneurs in the ecommerce Industry. And we go behind the scenes of the struggles and successes in growing a brand. Now this episode is brought to you by Chronos Agency. If you run direct consumer ecommerce brand that is ready to scale and to double your customer lifetime value through retention marketing. Chronos is your company. We’ve helped hundreds of brands scale profits with email, SMS and mobile push while getting an average of 3500% ROI. From our efforts. We’ve worked with brands like the OodI, Truly Beauty, Aly skin and many more. The next step is to email us at sales at Chronos.Agency or you can go to Chronos.Agency to learn more. Today’s guest is Matt Edmundson. He is an ecommerce entrepreneur, a longtime ecommerce entrepreneur, my new and a coach who has successfully recently exited his ecommerce business Jersey Beauty after being an operator partner and at the helm of it for about 15-16 years. He has multiple ecommerce businesses that he still an operator off. He is a lover of the craft of growing businesses and growing ecommerce brands. Currently he is re launching his ecommerce masterclass. He is also a podcast hosts at the eCommerce Podcast, go check it out on Spotify, and all the major podcast platforms they can get your hands on. Matt is also most interestingly, a reverend he is a pastor. Matt, welcome to the show. I think that’s a great way to get the conversation going.

Matt Edmundson 2:09

Thanks, Josh. Great to be here.

Joshua Chin 2:11

Matt, tell. Tell us about your experience in becoming a reverend. How does one become a reverend and coming from a background? Like yours? How do you end up being a reverend what happened first? Was the business and then are

Matt Edmundson 2:29

really great question. How did I become a reverend? So it was when I was at uni? I was I I was at University back in the sort of early to mid 90s. So no, I graduated in 95. Which kinda shows my age a little bit, but you know, I listen. Okay. And I tell Yeah,

Joshua Chin 2:49

honestly, guys, if you’re if you’re listening in definitely watch the the YouTube episode here. You cannot tell how old Matt is like

Matt Edmundson 2:58

Yeah, 106 You know, me and Noah, we were friends. So when I was at university, I did my degree in accounting and law, but I also did my bible school diploma at the same time. And so that’s how that all sort of came about, for whatever reason. I wish I could tell you that I, I had a really clear answer to this question. Other than I was at university, and I just decided to do it. And why not? You know, I was I’m an active member of a church. So it wasn’t a problem, you know? And I thought, yeah, great. Let’s do this. And so it was a fun year, it was a really fun year actually doing that whole thing. And so, yeah, as a result, I can now use the title Reverend, if I so choose.

Joshua Chin 3:40

And you can actually conduct marriage ceremonies, and you could hold entire services, and you’ve actually married someone. And before we hit record, could you tell us a little bit about that story? How that happened? And how was that?

Matt Edmundson 3:58

Yeah, this is a really fun story. My, a few a number of years ago. I was I met a beautiful lady in Kosovo, which is an hour. And I think it’s a mountain where a lot of people go skiing in the Swiss Alps. And sorry, in the French Alps. And so it Kosovo, I was doing some work there. And one of the clients, I met beautiful lady, she was lovely, and we got on really well. And I do late one night, we’re having a conversation I happen to mention to her the same thing you know, you question you asked me what’s something, an interesting fact about men? So I told her I’ve got I’m technically a reverend. And she was like, No way and so we chatted about it. And then she said to me that, you know, she ever got married, she wanted me to do her wedding. And I I said sure, no problem, just sort of joking around, not really thinking about it. And, and then a few years later, out of the blue, she called me and said, Listen, I’ve met my You know, Prince Charming as it were, come meet him. And so I went down to London, they live in London and I met them, I met him, got on really well. And she said, Listen, I’m getting married, we would love for you to actually do the wedding ceremony. If you’re up for it and I said that’d be amazing. be such a privilege. And but she got married in an Austrian castle. And so yeah, it was fantastic. So my wife and I, we flew out to Austria, and I conducted a wedding ceremony in an Austrian Castle, between this wonderful couple is still married to this day. And I’ll never forget. Yeah, it was a surreal experience. But it was wonderful.

Joshua Chin 5:39

That is incredible. You know, I, I find that the the greatest learnings and insights come from fields that are often not what we might think and fields are very far apart from what we typically embark on. Have you learned anything significant or paradigm shifting in any regards? When it comes to ecommerce versus being a pastor? And your short tenure as a reverend?

Matt Edmundson 6:15

Yeah. I mean, we could wax lyrical about this for a very long time. I’m a it’s a, it’s a fascinating topic. I think there’s a lot of crossover between the two things, because fundamentally, you’re dealing with people. And you’re helping people. And if you can get on well with people, if you can envision people if you can communicate well with people, whether that’s as a church pastor, or whether that is as an ecommerce entrepreneur, the principles, you know, remain the same. And so, I’ve just finished recording yesterday for a podcast, actually, something around marketing, digital marketing, we call it toilet seat marketing, because it’s a catchy name. And people say, Well, what does that mean? And so then we go on this whole story about policy marketing, in essence, you know, make a long story very short. And toilet seat marketing is about looking at things from a customer’s perspective. And, and building the customer focus. And we tell stories about what happened to us as a business when we did this, or that whole thing, that whole lesson, you can also find in the Gospels where it says, treat others as you would want to be treated, right? So you can take the same principle, and you can apply it to your market and go, Well, how does that work? And it means, well, in my customer service, and in my marketing, I just have to treat people the same way I would want to be treated if I was in that situation. And you know what, when you do that, incredible things happen. And so, yeah, there’s a lot of crossover, there’s a lot of things which go back and forth between the two.

Joshua Chin 7:53

So you recently sold your business? Are you currently still in operation in it from in an operating state? Or are you completely out of the business? Jersey? Beauty?

Matt Edmundson 8:07

I’m out of the business Jersey Beauty other than I, you know, consult with the new owners, and they’ll call me and you know, they’ll have questions but the you know, to be fair, it’s in very safe hands that guys probably know more about ecommerce and I do to be fair, so I but I’m not involved in from an operational point of view on the on the business. No, no, we focus on all our other companies now.

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