Millions in added revenue
Liz, Industrial Shed
Built engine by engine with this bench in her corner.
eCommerce Circle · The Coaching Bench
Every specialist. One room. your corner.
Most programs hand you one voice. Your store doesn’t have one kind of problem. eCommerce Circle puts a full bench of specialist operators around it: ads, email, conversion, finance, logistics, brand. All in the room. All on your side.
- 19 operators on the bench
- Every engine covered
- Connect → Collective
01 · The Honest Premise
One coach can’tcover ten engines.
Your store runs on ten engines. Product, prospects, profit, platform, promotion, patrons, performance, people, protection, practice. A single guru flattens all ten into whatever their specialty happens to be, so every problem you bring back looks like an ads problem, or a mindset problem, or whatever they sell.
We built the opposite. A bench. Specialists who have operated, each deep in their own engine, all in the same room.
And here’s the part most programs won’t do: we publish ours. Plenty of coaching businesses sell “expert coaches” and never name a single one. Below is exactly who is in the room, what they’re for, and what to ask them.
02 · Find Your Corner
Tell us where you are.We’ll show you who steps up.
Two answers. No email required. The bench reorganises around your situation.
Your corner
These are the coaches who take this exact problem into the room.
03 · The Bench
Here is exactlywho’s in the room.
No stock photos, no mystery experts. Tap a coach to see what they’re for and what to ask them.
01Head Coaches6 in the room
Paul has run many successful online businesses since 1998. He sold his eCommerce business, Warcom, to an ASX company in 2014. He started Insiteful in 2015, following a deep desire to help other Aussie businesses make more money.
He loves his family, his friends & his animals. He’s also an avid investor in many projects and doesn’t have an off switch (and you’ll always find him wearing his infamous black t-shirt).
Ask them about
Scaling past $40K a month, sequencing growth, selling a store
Chris has been running digital agencies since 2002, working with major global brands such as Schweppes, Coca-Cola, Blackberry, Peroni UK, Nintendo, and Etihad Airways. He has also been coaching business owners on marketing strategy, peak performance & habit optimisation since 2019, and he joined Insiteful as Partner & Head of Strategy in 2021.
Chris brings 20+ years of experience & experimentation (plus a love for his fur family of a dog and 4 cats) to his role as Chief Product Officer, leading our program and coaching development initiatives for the eCommerce Circle community.
Ask them about
Positioning, message clarity, demand quality
Lachie has been running Meta ads for eCommerce brands for over 5 years, with a lot of experience in the kids and homewares spaces. He has worked across various niches and enjoys the challenge of staying ahead in the constantly evolving world of Meta ads.
Outside of work, he enjoys sports and getting out for a hit of golf (not as much as he would like).
Ask them about
Meta account structure, scaling spend, creative testing cadence
Sophie has spent the last four years working in organic and paid social media, focusing on eCommerce. She loves bringing creativity to the table, especially when it comes to helping small businesses thrive. Testing fresh ideas and thinking outside the box to see what really drives results, whether it’s eye-catching content or strategic advertising, keeps her motivated. Watching creative strategies turn into real growth is what she finds most rewarding.
When she’s not working, you’ll find her outside with her frenchie, Alba, who shares her love of brunching, or at a Pilates class!
Ask them about
Creative strategy, hook testing, UGC briefs
Emma leads web design and conversion at eCommerce Circle and Insiteful, where she has designed and rebuilt Shopify stores for brands at every stage from first launch to eight figures. She coaches members on conversion architecture: product pages that earn trust, navigation that guides instead of confuses, and checkouts with the friction sanded off.
With an eye for detail and a passion for creativity, Emma and the web department design and build beautiful, functional websites. She loves her family, her friends, and all of her pets, seven of them as of last count!
Ask them about
Conversion architecture, product page trust, mobile checkout friction
Shane “I wish I had met you sooner” Thomson is an all-around creative brand professional who works hands-on with some of the world’s largest companies. He co-founded three successful companies, including Urchin Associates, which was responsible for the creation and visual direction of Movember, the world’s largest charity for men. Shane has worked internationally with major global brands like Adidas, Asahi, Movember, Yeti, and Quiksilver, and enjoys helping start-ups define their visual direction.
Shane’s area of expertise is in developing the visual and emotive aspects for brands, breathing into them colour and life through creative direction, art + design, photography, video, and storytelling. He has led internal and external teams, and provided frameworks and design systems to ensure brand consistency and quality control.
Shane enjoys karate with his son, expensive sweets with his daughter, personal art projects and regular philanthropic projects in the Northern Territory helping give indigenous people a voice on environmental matters. Shane lives on the surfcoast and surfs when he’s not injured, working, doing karate, eating desserts, walking the dog, fixing the gate, or helping his Dad decide whether an email is spam or not.
Ask them about
Visual identity, packaging, design that converts
02Meta Ads2 in the room
Lachie has been running Meta ads for eCommerce brands for over 5 years, with a lot of experience in the kids and homewares spaces. He has worked across various niches and enjoys the challenge of staying ahead in the constantly evolving world of Meta ads.
Outside of work, he enjoys sports and getting out for a hit of golf (not as much as he would like).
Ask them about
Meta account structure, scaling spend, creative testing cadence
Sophie has spent the last four years working in organic and paid social media, focusing on eCommerce. She loves bringing creativity to the table, especially when it comes to helping small businesses thrive. Testing fresh ideas and thinking outside the box to see what really drives results, whether it’s eye-catching content or strategic advertising, keeps her motivated. Watching creative strategies turn into real growth is what she finds most rewarding.
When she’s not working, you’ll find her outside with her frenchie, Alba, who shares her love of brunching, or at a Pilates class!
Ask them about
Creative strategy, hook testing, UGC briefs
03Google Ads3 in the room
With seven years of experience in Google Ads, Andrea has helped countless e-commerce and service businesses achieve real growth through tailored, data-driven campaigns. After finishing law school, she discovered her passion for digital marketing and transitioned into PPC, where she has been driving results since.
When she’s not optimising campaigns, she enjoys playing video games and experimenting with new recipes in the kitchen.
Ask them about
GA4 truth, attribution, Performance Max
Filip is one of the Circle’s Google Ads coaches, focused on making Google pay its way for Aussie Shopify stores. He works across Search, Shopping and Performance Max, with a particular obsession for feed quality and account structure, the two things that quietly decide whether a store’s ads compound or stall. Members bring Filip their account when growth flatlines, and he finds the structural fix rather than another budget increase.
Ask them about
Search and Shopping structure, feed quality, brand vs non-brand split
Catherine runs Google Ads for Aussie Shopify stores: Search, Shopping and Performance Max accounts that pay for themselves. She has managed accounts from first-campaign startups through to established brands, and she is ruthless about the difference between spend that drives new revenue and spend that just buys your own brand name back. Bring her a campaign report and she will show you where the wasted dollars are hiding.
Ask them about
Google Ads account structure, Shopping campaigns, search intent
04Email & Retention1 in the room
Sangam is the bench’s email and retention specialist, deep in Klaviyo every single day. He builds the flows that quietly compound revenue for Aussie Shopify stores: welcome series that convert, abandoned checkout sequences that recover real dollars, and campaign calendars that lift repeat purchase rate without burning the list. If email is less than a quarter of your revenue, Sangam will usually find the gap inside one call.
Ask them about
Klaviyo flows, campaign cadence, email revenue share
05CRO & Web Design1 in the room
Emma leads web design and conversion at eCommerce Circle and Insiteful, where she has designed and rebuilt Shopify stores for brands at every stage from first launch to eight figures. She coaches members on conversion architecture: product pages that earn trust, navigation that guides instead of confuses, and checkouts with the friction sanded off.
With an eye for detail and a passion for creativity, Emma and the web department design and build beautiful, functional websites. She loves her family, her friends, and all of her pets, seven of them as of last count!
Ask them about
Conversion architecture, product page trust, mobile checkout friction
06Brand & Creative4 in the room
Shane “I wish I had met you sooner” Thomson is an all-around creative brand professional who works hands-on with some of the world’s largest companies. He co-founded three successful companies, including Urchin Associates, which was responsible for the creation and visual direction of Movember, the world’s largest charity for men. Shane has worked internationally with major global brands like Adidas, Asahi, Movember, Yeti, and Quiksilver, and enjoys helping start-ups define their visual direction.
Shane’s area of expertise is in developing the visual and emotive aspects for brands, breathing into them colour and life through creative direction, art + design, photography, video, and storytelling. He has led internal and external teams, and provided frameworks and design systems to ensure brand consistency and quality control.
Shane enjoys karate with his son, expensive sweets with his daughter, personal art projects and regular philanthropic projects in the Northern Territory helping give indigenous people a voice on environmental matters. Shane lives on the surfcoast and surfs when he’s not injured, working, doing karate, eating desserts, walking the dog, fixing the gate, or helping his Dad decide whether an email is spam or not.
Ask them about
Visual identity, packaging, design that converts
Chris has been running digital agencies since 2002, working with major global brands such as Schweppes, Coca-Cola, Blackberry, Peroni UK, Nintendo, and Etihad Airways. He has also been coaching business owners on marketing strategy, peak performance & habit optimisation since 2019, and he joined Insiteful as Partner & Head of Strategy in 2021.
Chris brings 20+ years of experience & experimentation (plus a love for his fur family of a dog and 4 cats) to his role as Chief Product Officer, leading our program and coaching development initiatives for the eCommerce Circle community.
Ask them about
Positioning, message clarity, demand quality
Sophie has spent the last four years working in organic and paid social media, focusing on eCommerce. She loves bringing creativity to the table, especially when it comes to helping small businesses thrive. Testing fresh ideas and thinking outside the box to see what really drives results, whether it’s eye-catching content or strategic advertising, keeps her motivated. Watching creative strategies turn into real growth is what she finds most rewarding.
When she’s not working, you’ll find her outside with her frenchie, Alba, who shares her love of brunching, or at a Pilates class!
Ask them about
Creative strategy, hook testing, UGC briefs
Eden is the founder of Swipe Up, a subscription-based creative agency delivering high-performing design, video, and ad creatives for 6-9 figure eCommerce and retail brands. With a deep understanding of content marketing and performance-driven storytelling, he helps brands scale by crafting engaging, conversion-focused assets. His expertise lies in blending creativity with strategy to ensure brands cut through the noise and drive real results, while also building systems and procedures that enhance efficiency and streamline operations.
Outside of work, Eden enjoys traveling, motorcycle riding, reading, and interior design. Whether he’s exploring new destinations, hitting the open road, or getting lost in a great book, he’s always seeking inspiration to fuel his creativity and business growth.
Ask them about
Ad angles, hooks, creative iteration
07Growth Mentors2 in the room
Kate helps businesses ditch the chaos and scale smarter with strategic, no-fluff marketing. As a fractional Marketing Manager, she builds powerhouse marketing plans, refines processes, and sharpens strategy to boost efficiency and growth.
Beyond marketing, she’s a mum who loves making life extra: whether it’s planning thoughtful details for date nights, hosting creative book clubs, or adding a little magic to everyday moments.Ask them about
Marketing calendars, launches, channel focus
Naomi is the Circle’s video and content coach. She helps founders build content systems they can actually sustain: shooting ads on a phone, structuring hooks that stop the scroll, and turning one filming session into a month of creative. Her superpower is making camera-shy founders look and sound like themselves.
Ask them about
Founder-led video, content systems, shooting ads on a phone
08Finance1 in the room
Michael is an accomplished CFO specialising in strategic consulting. With a sharp financial acumen, he advises organisations, optimising resources, driving profitability, and delivering innovative strategies for growth. His expertise, integrity, and strategic thinking empower organisations to achieve sustainable growth.
He’s a gamer, reader, drummer, cook (not a great one), husband and father to 2 beautiful boys. Michael is the type who genuinely enjoys a deep conversation about the world and learning about business and personal development.
Ask them about
True landed cost, cashflow forecasting, pricing for margin
09Shipping1 in the room
Andrew is the room’s shipping and logistics specialist. He helps Aussie Shopify founders choose the right 3PL, negotiate carrier rates, and design delivery promises that convert without killing margin. He has spent years inside the unglamorous end of ecommerce, where parcels, carriers and cut-off times decide whether customers come back, and he can usually find margin hiding in a founder’s shipping bill within one conversation.
Ask them about
3PL selection, shipping rates, delivery promise design
10The Team Behind The Room4 keeping it running
Christopher heads up sales at eCommerce Circle, which means he is usually the first operator a founder speaks to before joining a room. He has sat through hundreds of discovery calls with Aussie Shopify owners at every stage, so he has heard nearly every growth problem there is and knows which room, coach or resource actually fits it. No scripts, no pressure, just an honest read on whether the Circle can move your numbers.
Danielle runs memberships and operations for eCommerce Circle. She is the person who makes sure every call is scheduled, every replay lands, every new member gets settled, and nothing falls through the cracks between sessions. If coaching is the engine of the Circle, Danielle is the drivetrain. Members know her as the fastest reply in the community and the reason the whole operation feels calm even when the calendar is full.
Julian is the community manager who keeps the Circle alive between calls. He runs the daily conversations, surfaces the questions that deserve a coach’s eyes, connects members who are solving the same problem, and makes sure nobody posts into a void. A community is only as good as its pulse, and Julian is the one keeping the pulse strong: threads answered, wins celebrated, and every new face welcomed by name.
Before the Circle, Julian spent years inside online communities of every flavour, and he brings that instinct for what keeps a group alive to every thread. He tracks which questions went unanswered, which members have gone quiet, and which wins deserve a spotlight on the next call. Ask him where to post something and he will not just point you to the channel, he will introduce you to the three members you should be talking to.
Naomi joined the Circle team in 2026 and quickly became the person who keeps the marketing engine humming. She runs the social channels day to day, from Paul’s Instagram highlights to the content calendar, and coordinates the assets, graphics and approvals that keep everything on brand across eCommerce Circle and Insiteful.
She also owns the operational side of the free workshops: webinar setup, attendance tracking, branding and follow-ups, so every session runs smoothly and nobody slips through the cracks. Members mostly feel her work rather than see it: the reminder that arrived on time, the replay that was ready, the post that answered the question they were about to ask. Behind the scenes she is the connector between the coaches, the content team and the community.
04 · Coverage
Ten engines.No blind spots.
The More Orders Model™ runs your store on ten engines. Most founders get coaching on two of them and wonder why the other eight keep leaking. Touch an engine below and watch who lights up.
Every engine has a specialist in the room. That is what a bench means.
05 · Receipts
Calm claims.Real numbers.
100+
combined years of eCommerce experience on this bench
19
specialist coaches on the bench right now
10
engines covered, end to end
Hundreds
of Aussie Shopify founders coached
Millions in added revenue
Jordan, Glass House AU
Different store, different category, same room behind it.
Not screenshots of one lucky month. Stores that did the work and kept building.
06 · The Hot Seat
One founder question.Six corners answer.
This is the scenario every applicant to this bench answers before they get a seat. It lands cold, on the application form. Here is how the room takes it apart, corner by corner.
The Hot Seat
You’re at $38K a month. ROAS has halved in six weeks. Creative is stale, and you’re about to cut ad spend to protect cash. What do you do?
Real hot seats run live inside The Collective. This one is the bench’s own entry exam.
The Meta Corner
First question: is the drop real, and is it everywhere or just cold traffic? Six weeks on the same creative is fatigue. Rebuild the angles before you touch the budget.
The Finance Corner
Find the floor before you cut. Work out what each order contributes after ad spend at today’s ROAS, and only cut spend that loses money on the way in. A blanket cut protects cash by killing revenue.
The CRO Corner
If conversion dropped on email and direct traffic too, the store moved, not just the ads. What changed on the product page and checkout six weeks ago? Fix the leak before you buy more water.
The Email Corner
At $38K a month you own a list. Flows and campaigns carry the month while the creative rebuilds. That’s revenue you don’t have to buy back.
The Brand Corner
Stale creative is the symptom. The real question is which angle you own that competitors can’t copy. New ads without a new angle just fatigue faster.
The Google Corner
Meta down doesn’t mean demand is gone. Check branded search and Shopping first. Catch the demand you’ve already paid for before you spend to create more.
That took one sitting. From $40K a month, The Collective puts the full bench on your biggest decision like this, on the second Tuesday of every month. At $38K, like this founder, Connect is where that work starts.
07 · Your Room
Two rooms.One path.
Connect
The execution room · building toward $40K a month- You want live answers from specialists every week
- You’ll do the work between calls
- You’re done collecting courses you never finish
- Not for you if you want someone to run the store for you
- Not for you if you’re shopping for a hack instead of a system
The Collective
The decision room · $40K to $500K a month, typically- One call a month, the second Tuesday, the full coaching bench in one sitting
- Bring your biggest decision, leave with strategic, operational and specialist input in one hit
- Operator-only chat runs daily between calls
- Application and invitation only
This is a table you can sit at for years.
Learn About The Collective →08 · Join The Bench
Good enough to coach here?Prove it in 150 words.
We add coaches when an engine needs deepening, not when a resume looks impressive. The bar is simple: you have operated. You’ve scaled a store of your own, or you run genuinely deep in one engine. Ads, email, conversion, finance, logistics, creative. If your best work is a certificate, this isn’t your page.
A seat on the bench means paid coaching work with real Aussie founders, a room of specialist peers who sharpen you, and your name published right here, where every founder in the Circle can see exactly what you’re for.
Apply below. We read every answer. If the bench needs your lane, we book a conversation, then you take a real hot seat with us in the room. Then we decide together.
The application
Stop guessing.start in your corner.
The bench is here. The rooms are open. Pick yours.