The first of two episodes recorded live at Ecommerce Expo at ExCeL London where we dive into the challenges and opportunities shaping today’s e-commerce landscape. The show was produced in partnership with Exactly.com, who provide payment solutions for businesses with big plans, helping eCommerce scale without scaling costs. Host Russell Goldsmith speaks with a range of founders and industry leaders including: 1/ Saran Talasila, Payment Expert, Exactly.com 2/ Janis Thomas, Managing Director, Look Fabulous Forever 3/ Colin Tate, Senior Manager, Data and CRO Insights, Lebara 4/ Clem Schouteden, Founder and CEO, Kavee 5/ Caleb Slater, CEO and Founder, Cards2Cash From tackling high payment costs, fraud, and cart abandonment, to building trust through seamless checkout, cross-border growth, and AI-driven innovation, our guests share practical insights on creating better customer journeys and scaling online businesses. Saran Talasila – Payment Specialist, Exactly.com Chatting with Saran Talasila of Exactly.com Saran Talasila opened the episode with an introduction to Exactly.com, a UK-based FCA-regulated payment provider and principal member of Visa and Mastercard. Exactly.com is also an official partner of Apple Pay and Google Pay, with a clear mission: to simplify payment processing while tailoring solutions to client needs. Saran shared insights into the most pressing payment challenges for micro and SME businesses, citing high processing costs, outdated technology, and fraudulent transactions as major pain points. He noted that 70% of merchants express dissatisfaction with existing providers, especially regarding high charges and poor checkout experiences. Discussing cart abandonment, Saran highlighted the impact of complex checkout processes, the lack of express payment options, and unsuitable payment methods. He emphasised the importance of offering a streamlined, single-page checkout experience, particularly on mobile. From his experience, many small businesses misuse payment options like Klarna for low-value transactions, when simpler methods like Apple Pay or Google Pay would be more efficient. He underscored Exactly’s commitment to understanding each client’s business model to tailor the right solution. Saran also noted rising trends such as open banking and the continued growth of express checkout solutions as key areas for merchants to explore. Janis Thomas – Managing Director, Look Fabulous Forever Russ with Janis Thomas, Look Fabulous Forever Janis Thomas, MD of the beauty brand Look Fabulous Forever, joined to discuss how her business caters specifically to older women – those in their 60s, 70s, and 80s – offering makeup products that address their unique needs. She emphasised that this demographic is far more digitally savvy than many brands assume, with a strong presence in e-commerce, online banking, and streaming. Janis stressed that offering too many payment options can create friction, and it’s essential to listen to customer preferences to provide a seamless experience. She also shared how useful content, tailored to specific age-related beauty needs, has been instrumental in building trust and engagement. With an impressive 50%+ email open rate, her team sends daily emails that over 85% of customers opt into – testament to their value. She warned against focusing solely on conversion rates, arguing that long-term loyalty comes from broadening brand awareness and providing value before the point of purchase. Finally, she shared her thoughts on AI, encouraging experimentation and upskilling within teams, especially as larger organisations hesitate to adapt. Colin Tate – Senior Manager, Data & CRO Insights, Lebara With Colin Tate, Lebara Colin Tate brought a data-driven perspective to the conversation, representing Lebara, one of Europe’s fastest-growing mobile SIM providers. His session focused on cart abandonment and conversion science, highlighting the multi-faceted nature of the problem. Using the metaphor of an elephant, Colin explained that abandoned carts result from disconnected departments – data, UX, and performance teams – working in silos. He argued for a more holistic, integrated approach to tackle the issue effectively. Colin explored the significance of trust signals – from subtle messaging to strong return policies – and stressed the importance of emotional momentum during the checkout process. He shared data points indicating that 37% of users abandon carts due to a poor checkout experience, especially on mobile. Common friction points include long forms, poorly designed mobile interfaces, and a lack of guest checkout options. Ultimately, Colin views checkout as a relationship-building moment, not just a transaction. Businesses that make customers feel supported – even in moments of friction – are more likely to earn their loyalty. Clem Schouteden – Founder and CEO, Kavee Russ with Clem Schouteden of Kavee Clem Schouteden shared the entrepreneurial journey behind Kavee, a leading global brand for guinea pig products. Born from her own frustrations as a guinea pig owner, Clem identified a niche and built a brand focused on high-quality, cruelty-free pet care. She discussed the challenges of expanding into the US market, particularly navigating tariffs introduced during the Trump administration. In response, Kavee shifted operations and partnered with a US-based logistics provider to maintain customer service levels. Clem highlighted the distinct differences in customer expectations between UK and US shoppers. While US consumers favour convenience, bundles, and subscriptions, UK audiences respond more to educational and understated content. This led Kavee to adapt their messaging and strategy accordingly. Running a global e-commerce business from a small London team also brought payment complexities. Clem emphasised the operational challenge of managing currencies, languages, and taxes, and the importance of a simple, reliable payment infrastructure to provide market clarity and financial visibility. Caleb Slater – CEO and Founder, Cards2Cash Caleb Slater, Cards2Cash At just 16 years old, Caleb Slater founded Cards2Cash, a platform that allows UK consumers to buy and sell unwanted gift cards. He was motivated by the discovery that over £480 million in gift cards expire annually in the UK alone. Caleb spoke about the hurdles of starting a business at such a young age – particularly the challenge of building trust with customers, partners, banks, and payment providers. He learned early that success hinges on credibility, transparency, and attention to the customer experience at every touchpoint. He warned other founders to be cautious with payment providers, advising them to look beyond headline fees and prioritise fraud prevention, fast fund access, and responsive support. He praised Exactly.com for meeting those needs, noting that “out-of-the-box” solutions often fail small businesses in moments that matter most. Looking ahead, Caleb believes success will come from agility, openness to change, and a deep understanding of emerging technologies like AI. His advice to other founders? Embrace innovation and constantly seek ways to improve processes and customer interactions. Key Takeaways from This Episode Simplified, customer-first payment solutions are essential for micro and SME growth. Understanding your customer demographic deeply – from beauty buyers in their 70s to mobile-first shoppers – is crucial for long-term success. Checkout is emotional: ease of use, clarity, and subtle trust-building are more powerful than many realise. Content-led marketing and long-term customer nurturing often outpace short-term conversion hacks. Founders must remain agile, especially in the face of regulatory shifts, international expansion, or rapid technological change. In partnership with PRCA members receive 10 CPD points for listening to this podcast if they log it on their CPD programme. View episode
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