Hey {{first_name|mate}},
Three days off. Storms all throughout. BBQs cancelled all over the country. Everyone pretending they wanted to spend Monday in a pub anyway…
Sound familiar?
Cheer up, boo, because eCC London is back!
Next Wednesday, 9 September, we're going straight from a summer spent sipping Prosecco in our pyjamas (don’t pretend you didn’t) into prepping for peak with BFCM: What We Need to Do Now.
Read on for what we’ve got in store next week...
And find out what happened when Adam sat down to talk with Tom Mayes, Co-founder of Edmunds Cocktails, about the trials and tribulations of selling booze online (then shipping it).
Caitlin
eCom Collab Club® London: Right. About that BFCM malarkey…
By the time we see you on 9 September, "we'll worry about peak after summer" will no longer be an acceptable statement.
We're bringing together 12 people who know their stuff to help you work out what should actually be happening now — and what needs to happen once the BFCM confetti has settled and started to pile up in the corners of the room... along with fallen Christmas tree needles…
We'll get into the stuff that can make or break peak before you've discounted a single pair of socks…
Offers, acquisition, CRO, content, social commerce, CX... And how consumer behaviour is changing the way people discover and buy from brands in the first place.
Then we're tackling what the bloody hell to do with all those customers afterwards.
Realising record revenue day is lovely. A load of new customers who never buy from you again when you've given away half your margin to win them over? Slightly less so.
Plus, with how tickets are flying off the shelves now, there’ll be a cinema full of eCom people ready for a good few hours of networking – as well as whatever nonsense Adam and Nathan decide constitutes an “introduction” this time...
We think it'll be a pretty useful way to spend a Wednesday morning.
🗓️ Wednesday 9 September | 8-11.30am
📍 ODEON Luxe West End
🎟️ If nothing else, think of it as a legitimate excuse to turn your out of office back on…
Exclusively for you: getting to eCC? In this economy? We got you
Don’t forget, our travel partner utc.travel can sort you out with sweet deals on travel and accommodation for eCC London – and, if you’re reading this email, it’s free for you to use for 2 years!
👉 Register here
Then, once you’re here? eCom Collab Club® attendees can get a FREE day pass to Karma Sanctum Soho the day before and day of eCC.
Work. Meet. Chat. Take calls somewhere considerably nicer than a Pret toilet…
1️⃣ Register here
2️⃣ Email the hotel at least one hour before you arrive*
Cheap(er) travel. Somewhere to stay. Somewhere to work. Sorted.
*Hotel email provided after registration
eCom Collab Club® Podcast: The Business of Booze
Selling cocktails online sounds like a lovely idea for a business.
Until you remember your product is liquid, glass, alcohol and needs to arrive in one piece, looking like something you'd actually want to drink…
Last week, Adam sat down with Tom Mayes, Co-Founder of Edmunds Cocktails, to talk about growing from a kitchen-table operation to producing 1.5 million cocktails a year – and the decisions they’ve made along the way.
Amazon or DTC? In-house fulfilment or 3PL? Is this control freakery or a sensible business decision?
They got into all of it. Plus the COVID pivot that transformed the business, the mistake Tom wishes they hadn’t made early on, and why Edmunds is finally learning to let go.
Catch up now
eCom Events: Ones to Watch…
Searching For
Viaduct Generation presents a new series of events, coined Searching For.
We aren't quite sure what we are searching for: is it that elusive Pokémon, a connection for a community that is criminally online, or an excuse to use the company card for a good time? No one can be sure, but good people are rumoured to be gathering around padel courts, wine tasting and bouldering walls all over London.
The next event is on Wednesday 2 September 2026 and is a classic: Padel and Pizza.
No pitching, no presentations.
Tickets are limited. Confirmation will follow to the lucky few. Register your interest below:
Loyalty Connect: BFCM Edition
A virtual session on Tuesday 8 September designed to set ecom brands up for success this BFCM.
We'll be hearing about the trends that will define BFCM 2026 from Roswell's Nihar Kulkarni and Shopify's Phoebe Bainsfair.
Then top brands Medik8, ILIA Beauty and Hillberg & Berk will share their learnings from previous peak periods and talk about why promotions like early access works so well.
Finally, top Shopify techs will share their top tips – Gorgias, Loox, OrderEditing, LoyaltyLion and GoKwik all talk through one feature you should turn on to make BFCM 2026 super successful.
Join hundreds of eCommerce leaders at THRIVE: Fashion on Wednesday 16 September to discover how leading brands are navigating AI, increasing visibility and unlocking profitable growth.
***For fashion brands only***