The ecommerce space is evolving fast and we want to spotlight the innovators leading the way.
Inspired by Gary Vee’s energy and authenticity, we’re on a mission to create an event that challenges conventional thinking and motivates founders to level up.
As part of the Ecommerce Camp UK series, we’re finalising our agenda for the next ecommerce‑focused day in London.
We already have an incredible line‑up of speakers – Vincent Phan, Luke Bream, John Burke, Louis Smith, Jay Tannenbaum, Ayal Ebert, Oliver Kenyon and Scott Emanuel – but we still need voices who can share first‑hand stories about three important topics:
- TikTok Shop experiences – both the wins and the horror stories.
- Scaling a business internationally – moving from the UK to the US, EU or Middle East.
- Unusual marketing campaigns – creative social or email campaigns that actually grew a brand.
If that sounds like you – or if there’s someone you admire who fits the bill – read on and let me know. I’ll do everything in my power to bring them to the stage.
Why TikTok Shop Shouldn’t Be Ignored
TikTok may have started as a teen dance app, but it’s now one of the most powerful social‑commerce platforms. In the US alone, more than 140 million users are active, and a third of shoppers say they’re more likely to buy after seeing a product on social media. TikTok Shop’s native checkout and affiliate programme give brands a lower cost of customer acquisition and a chance to convert casual viewers into buyers.
Still, the platform isn’t easy. Success demands a constant stream of video content, and the algorithm rewards authenticity over polished adverts. It can take dozens of clips before one takes off. There are also risks: counterfeit sellers and unauthorised resellers can hijack product pages, price wars force brands to match low‑cost imports, and data‑privacy concerns
mean TikTok’s future in some markets is uncertain. We need speakers who’ve navigated these waters and can share what they learned – good or bad.
Going Global: Lessons From Cross‑Border Growth
Expanding beyond your home country used to require deep pockets. But cross‑border e‑commerce transactions topped $1.5 trillion in 2024 and are expected to continue growing. Digital platforms and integrated logistics have made global trade accessible to small and mid‑sized merchants.
Yet the logistics and legal hurdles are real. Companies must set up entities, comply with VAT/GST and labour laws, manage foreign banking and payment systems, and build import/export compliance. The best practices include partnering with an Importer of Record (IOR) to handle customs, using digital tax platforms to stay VAT compliant, and hiring through an Employer of Record (EOR) when entering new markets. There are also the practical headaches: customs delays, last‑mile delivery challenges, complicated returns and the need for local fulfilment centres.
We’re looking for founders who’ve taken their brands from the UK to the US, EU or Middle East and can talk frankly about what worked, what didn’t and how to avoid expensive mistakes.
Campaigns That Actually Drove Sales
Many of us obsess over traffic when the real leverage is conversion. Some of the most inspiring growth stories come from creative marketing campaigns. For example:
- Sony PlayStation used segmented email campaigns to deliver personalised content, reaching 4 million subscribers and achieving more than 500% ROI.
- Papa Johns added interactive elements like quizzes and games to their emails, increasing engagement to 65% and boosting conversions by 7.83% while decreasing unsubscribes by 30%.
- Argos turned cart‑abandonment emails into curated shopping experiences by recommending complementary products, generating over $1 billion in incremental revenue within 13 weeks.
- Zumba Fitness used short videos and personal calls‑to‑action in their email campaigns, reaching an open rate close to 50%.
These aren’t just nice statistics – they show how small tweaks to your message and presentation can produce outsized returns. If you or someone you know has an unusual campaign that drove real revenue – whether it’s email, social, direct mail, or something completely unexpected – we want to hear from you.
Meet Our Speakers
We’re proud of our current roster, and you can learn more about them via the links below:
- Vincent Phan – Founder of 1000 Libraries, he built a mission‑led storytelling brand that inspires millions.
- Luke Bream – Co‑founder of Valentte London; scaled a small market stall into a home‑fragrance brand with tens of millions in revenue.
- Louis Smith – eCommerce SEO & AI consultant who helps 7‑ and 8‑figure DTC brands build profitable organic growth.
- John Burke – Co‑founder of Craft Gin Club, which he scaled from a bedroom idea into the world’s largest spirits subscription service.
- Scott Emanuel – Marketing Director at Heinnie Haynes, where he oversees digital marketing and brand growth.
- Oliver Kenyon – Co‑founder & CEO of ConversionWise, having generated over £140 million in additional revenue for clients through CRO.
- Ayal Ebert – Co‑founder & CEO of Particle and founder of Fearless Capital, who built a $100 million DTC men’s grooming brand.
- Jay Tannenbaum – President of Ecommerce at Headlights Depot, an automotive‑lighting retailer.
Each of these leaders has a unique perspective on growth, community building, CRO and brand positioning. Now we need more voices to tackle TikTok, cross‑border expansion and unconventional campaigns.
How You Can Help
If you know someone who fits the bill – or if you have a story to tell – please reach out. We’ll do our best to get them on stage and give them a platform to share their experience. And if you’ve been thinking about giving a talk yourself, now is the time. The best stories often come from people who didn’t think they were ready.
Related Reading
- Behind the Scenes of a 40‑Person Agency: From Freelancer to CEO Mindset – learn what it really takes to run a fast‑growing agency and why freelancing and agency life require different mindsets.
- 244% Growth From the Same Traffic: A Real‑World CRO Case Study – discover how small changes in UX and messaging produced a 244% revenue jump.
We look forward to hearing your suggestions and welcoming fresh voices to Ecommerce Camp UK.