It’s great to meet you. I’m the host of The eCommerce Podcast and an eCommercer since 2002 (yes, that’s a term I made up, but it’s stuck).
Over the last two decades, I've built, scaled, and occasionally failed at multiple eCommerce businesses. These days, I partner with eCommerce founders to help them grow, scale and ultimately exit their online business.
I'm fascinated by the journey of building something valuable online. Not just businesses that make money, but businesses that work without their founders being chained to them day and night. Businesses that buyers actually want.
My adventure in the digital world kicked off in 2002, which in internet years is practically prehistoric. Back then, “eCommerce” was barely a word and Amazon was mainly selling books.
I've set up, built, sold or (let's be honest) failed at 20+ eCommerce websites in various forms. Along the way, we've shipped more than 7 million products to just about every country in the world. That's a lot of parcel tape!
With Jersey Beauty Company, for example, we took it from a Channel Islands business to a thriving UK operation, built an incredible team, developed a unique customer experience, and grew it to over £6m a year in revenue before exiting during COVID.
But there have been plenty of face-plant moments too.
Like the business partnership that collapsed over money and cost me a friendship. Or the times I've hired the wrong people, made bad marketing decisions, or found myself working ridiculous hours because I hadn't built proper systems.
Each success and failure taught me something crucial, the difference between a business that's just making sales and one that's genuinely valuable.
I realised that most founders are stuck in a trap – they've built something that depends entirely on them, which means they can never truly step away. And if you can't step away, you can't sell (or at least not for the price you deserve).
That realisation changed everything about how I approach business.
We are Digital Davids. We run at the giants we face. We do it with boldness and courage and faith to make this earth a better place for all. We will make a difference. Everyday.
We are Digital Davids - a family of digital entrepreneurs - who run at the giants that they face with the belief that they can use business to make the world a better place for all. We take a stand against the Goliaths, the big brands with their race-to-the-bottom-discount business plans to buy customers, unlimited budgets and unethical business practices that seek to destroy the little guy. We are THAT little guy! We will fight smarter, with the tools that we have to build a profitable digital business that brings life-changing products to our amazing customers in a way that builds team and strengthens our planet.
We face the giants. We do the impossible
We are Digital Davids and we write a different story.
I believe we're living in the age of Digital Davids.
You know the story, right? David versus Goliath. The little guy taking on the giant with nothing but a sling and some stones.
In eCommerce, we face giants daily. The big brands with their bottomless marketing budgets, their race-to-the-bottom pricing, their teams of hundreds.
And yet...
Small, nimble eCommerce businesses can not only survive but thrive. We can run at the giants we face with boldness, courage, and faith that we'll make our corner of the earth a bit better.
I've seen it happen time and again. The small beauty brand outmaneuvering L'Oréal. The independent supplement company delivering better products than Holland & Barrett. The niche fashion brand creating deeper connections than ASOS ever could.
The Digital Davids win not by trying to be bigger, but by being smarter. By creating genuine connections with customers. By building businesses that bring life-changing products to amazing customers in ways that build team and strengthen our planet.
We face the giants. We do the impossible. We write a different story.
And that's exactly the kind of business that becomes genuinely valuable – not just to customers, but to potential buyers.
Through my company Aurion, I partner with eCommerce founders who want to build businesses that are genuinely worth buying.
I've found that most founders face a common challenge – they've built something that works, but it depends entirely on them. They're the bottleneck. And they're not quite sure how to fix that.
Some want to sell but don't know if they're ready. Others want to scale but lack the systems to do it without burning out. Either way, they need to make their business more valuable and less dependent on them.
That's where we come in.
We help eCommerce and digital founders remove bottlenecks, increase value, and create businesses that thrive without them—so they can sell when they're ready, for the price they deserve.
Sometimes that means working together on growth strategies to boost revenue. Other times it's about creating operational systems that let the founder step back. And occasionally, it means preparing for a full exit.
What makes us different? We've actually done this ourselves. We're not consultants who've never run a real business. We've been in the trenches, built the stores, made the mistakes – so you don't have to.
The eCommerce Podcast grew out of conversations I was having with founders every day.
I kept hearing the same questions:
I thought, why not have these conversations publicly? Let other founders listen in and learn.
So that's what we do each week. No corporate waffle. No "crushing it" nonsense. Just honest chats about building something meaningful online.
The podcast features three main types of conversations:
First, we interview experts in eCommerce. These are the people who've developed specialized knowledge in different aspects of online business. We dig into their expertise to learn how we can all grow our online stores more effectively.
Second, we talk with founders who've been in the trenches. These conversations are about their stories – the challenges they've faced, the successes they've had, and the lessons they've learned along the way.
Third, we have our Slingshot series – named after our Slingshot framework. These are practical tutorials and how-to guides that dial into the specifics of growing an eCommerce business. Think of these as masterclasses in different aspects of online retail.
My goal with each episode is simple: stop guessing, start growing. Cut through all the noise in eCommerce and focus on what actually works.
I'm a husband (married since '98, which is probably my greatest achievement) and dad to three fab kids who keep me grounded and remind me that there's more to life than business metrics.
If you ever meet me in person, you'll quickly discover I'm a massive Liverpool FC fan. Given the chance and unlimited funds, I'd buy the club in a heartbeat. Since that's unlikely to happen, I settle for buying gadgets instead – much to my family's amusement.
The values that drive my work are pretty simple:
Try – because having a go is more important than anything else.
Fun – because if you're not enjoying what you do, what's the point?
unDefault – because thinking outside the box and doing things differently often leads to the best results.
Legacy – because it's important to leave the world a better place than we found it.
My Christian faith is also an important part of who I am. It shapes how I approach business, relationships, and what success really means.
I’m always up for a chat with fellow eCommercers about growth, scaling, and building valuable businesses.
If you're curious about how Aurion might help your business, the easiest way to start the conversation is to book a free strategy call. We'll talk about your current situation, where you want to go, and whether we might be a good fit to help you get there.
No pressure, no hard sell – just an honest conversation about possibilities.
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