In this episode of Mastering eCommerce Marketing, host Eitan Koter chats with Lars Hauwert, founder of Howard Consulting and former owner of Nancy Home Store, a home goods brand he built and scaled across Europe.
Lars shares his journey from running his own store to helping brands improve their funnels end to end. He explains why product quality and clear offers still come first, even with better ads, tools, and AI. They talk about common conversion blockers, the role of trust on a website, and why making it easy for customers to reach you still matters.
The conversation also covers paid media, testing budgets, creative formats, and how founders should think about growth timelines. Lars is honest about mistakes he made, especially around retention, and why ignoring past customers is one of the biggest missed opportunities in eCommerce.
They wrap up with thoughts on AI, content creation, and how brands can grow faster by staying focused on fundamentals.
A straightforward conversation for anyone running or scaling an online store.
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Guest: Lars Hauwert, Founder & CEO at Hauwert Consulting
Lars Hauwert’s LinkedIn | Hauwert Consulting
Takeaways:
- Care about your family and friends.
- Strive for excellence in everything you do.
- Dedication to the process is key.
- Having a solid product is crucial for success.
- Focus on optimizing your website for conversions.
- Utilize AI for marketing and efficiency.
- Invest in both traffic acquisition and customer retention.
- A unique product assortment enhances brand value.
- Allocate 80-90% of your budget to ads.
- Building a successful e-commerce business takes time.
Chapters:
00:00 Introduction to E-commerce Success
02:49 Core Values and Personal Philosophy
05:21 Challenges in E-commerce
08:24 Product Management and Sourcing
11:09 Conversion Optimization Strategies
14:00 Traffic Acquisition Techniques
16:54 The Importance of Patience in E-commerce
19:47 Omnichannel Strategies for Success
20:53 Product Assortment for Longevity
22:49 The Role of AI in E-commerce
25:55 Advice for E-commerce Growth
28:59 Marketing Budget Allocation
30:17 Creating Engaging Content
