Hey {{first_name|mate}},

BFCM is not a business strategy. There. I said it.

I appreciate that's a bit inconvenient when 94% of eCommerce is currently living inside a spreadsheet called BFCM_FINAL_v7_ACTUALFINAL.REALLYTHISTIME.xlsx…

But Black Friday is one weekend. An important one in this line of work, admittedly. But, once it’s over, what the bloody hell are we going to do for the other 360-odd days until the next one?

January's coming whether we've got a plan or not. And, as we all know, the b*st*rd lasts for approximately six months…

So, next Wednesday, we're getting everyone together for one final eCom Collab Club® London of 2026 to look beyond peak and work out what's actually worth bothering with in 2027.

If your BFCM spreadsheet can survive without you for a morning, come and join us for one last tango before the year ends…

Up for a quick breather away from the general office panic for a couple of hours? Register now

Here’s what we’ve got planned 👇

Caitlin

Your 2027 strategy deserves more than the scraps of your post-BFCM brain.

I know, you’re tired. I hear you. But next year isn’t going to plan itself. Luckily we’ve got a solution to help – and it involves coffee, sitting in a comfy chair, and having a bit of a laugh… There’s literally nothing not to love.

We're rounding up ten people, who really do know a thing or two about building an eCom brand and keeping the lights on, to tackle two rather important questions:

We've got brilliant minds from Rollr, Chateau Noble, Valentte, Slick Gorilla, Smol, GloveGlu, Didomi, Clustie.ai, StudioHawk and Salesfire, with Rich Evans and Nathan Lomax attempting to keep the conversation vaguely under control…or rigorously stoking that chaotic fire…we’ll see…

With a cinema full of founders, operators, agencies and tech folk to swap ideas with, nick a few good ones from and potentially work with next year.

Let’s face it: 10 minutes over a questionable coffee can be worth more than three hours in a strategy meeting, right?

And we won't be back until January.

So come and work out what happens after the BFCM madness…preferably before January turns up and punches you in the face.

I really hope January doesn’t punch anybody in the face…

Google says it made the sale. Meta agrees. Klaviyo would also like a round of applause, please. Thank you…

Meanwhile, the brand's wondering where all the bloody profit went.

This week, Adam was joined by Rich Himsworth, CEO of Salesfire, to discuss whether we've completely lost the plot with CRO.

From dodgy attribution and misleading conversion rates to AI, personalisation and tech stacks that require their own IT department, they got stuck into why having more data doesn't necessarily mean making more money.

Turns out, everyone wants credit for the conversion. Understanding the customer? Apparently that’s optional.

🎧 Catch up on the full episode now on YouTube or Spotify.

Handily, our mates over at Quickfire Digital have done some digging so you don't have to.

Their shiny new State of Ecommerce 2026 report brings together research from over 2,000 consumers, 200+ retailers and industry experts, covering everything from AI and customer loyalty to CX and profitable growth.

Obsessing over conversion rates is all well and good, but perhaps we should work out why people aren't buying first?

There’s plenty of stuff worth nicking for your 2027 strategy in here…

GET YOUR FREE COPY HERE

NOVOS are hosting a webinar on Wednesday 11 November to explain why your product data might be one of your biggest untapped competitive advantages.

They'll be getting into how to make it work harder across Google, Meta, SEO and AI search, rather than letting it gather digital dust…

And conveniently, it's happening just after eCC London, so you can tune in on your way back to the office.

Two lots of eCommerce brain food. Look at you, being all productive and stuff!

SAVE YOUR SPOT HERE

Can't make it live? Sign up and grab the recording.