Rishabh Jain is the Co-founder and CEO of FERMÀT, the leading e-commerce experience platform. Before co-founding FERMÀT, he held leadership roles at LiveRamp, where he launched and scaled three new ventures, including a multimillion-dollar healthcare business. Rishabh also co-founded startups in solar energy and laboratory data sharing.

Mid-market e-commerce brands are feeling the strain as tariffs raise costs and acquiring new customers becomes more expensive. With CACs climbing on major ad platforms and inventory risks increasing, many operators face tough trade-offs between growth and operational stability. How can they adapt strategies to maintain margins during economic uncertainty?

According to e-commerce growth strategist Rishabh Jain, brands are adapting by investing in channels like email and SMS to maximize existing customers. He warns against relying too heavily on multi-touch attribution and instead recommends using multiple data sources, monitoring cash flow closely, and aligning on-site experiences with each audience segment. Rishabh also advises expanding into new audience cohorts, designing purposeful bundles, and gradually adding products to support long-term growth.

Join William Harris in the latest episode of the Up Arrow Podcast as he chats with Rishabh Jain, Co-founder and CEO of FERMÀT, about practical strategies for scaling e-commerce brands in a volatile market. Rishabh explains how mid-market brands can survive market pressure, replace flawed measurement with practical insights, and adapt site experiences for various audiences.

Erik Christiansen is the Co-founder and CEO of Justuno, a conversion optimization SaaS platform. With over 20 years of experience in e-commerce and tech, he specializes in sustainable growth and product development. Before co-founding Justuno, Erik scaled Sierra Snowboard from $0 to over $20 million in annual revenue.

Many website visitors leave without purchasing, and abandoned carts represent millions in lost revenue for e-commerce brands. Even as traffic and ad spend grow, conversion rates often stagnate, and customer acquisition costs continue to rise. How can online retailers capture more value from existing website traffic?

According to e-commerce expert and entrepreneur Erik Christiansen, improving on-site conversions can unlock immediate revenue gains. His three-step revenue approach, which includes capturing, identifying, and converting leads, prioritizes real-time engagement, visitor segmentation, and actionable promotions. Additionally, techniques like cart abandonment campaigns, shopper preference pop-ups, and high-quality SMS collections boost conversions and strengthen margins by maximizing the lifetime value of each visitor.

In this week’s episode of the Up Arrow Podcast, William Harris chats with Erik Christiansen, Co-founder and CEO of Justuno, about driving revenue through smarter on-site conversions. Erik also discusses creative cart abandonment strategies, the difference between vanity metrics and meaningful KPIs, and why hands-on entrepreneurship builds resilience.

Andrew Christison is the Co-founder and CEO of Retencity, a full-service customer lifecycle and loyalty marketing agency. Under his leadership, Retencity has worked with fast-growing brands like epres, Revision Skincare, and Diamond Art Club. The agency is also a member of 1% for the Planet and has planted over 80,000 trees and served over 100,000 meals through food banks across the US. Before Retencity, Andrew was the Vice President of Strategic Partnerships at Sendlane.

Many e-commerce brands struggle to scale sustainably because they rely on short-term tactics like discounting or top-of-funnel traffic generation, neglecting the long-term impact of customer retention and lifecycle marketing. Even brands generating $10 million in annual revenue can lack the infrastructure and strategy to nurture lasting relationships with their customers. How can companies rethink their tech stacks and messaging to build genuine brand intimacy and retention that drives growth?

As an expert in lifecycle marketing and customer relationships, Andrew Christison maintains that brands can shift from transactional messaging to experience-driven communication. This requires building trust from the first interaction by treating email and SMS acquisition like the beginning of a meaningful relationship rather than a sales funnel. Brands can also employ zero- and first-party data to personalize messaging over time and integrate tech stack automations, like back-in-stock notifications, to address hidden retention gaps. Additionally, aligning your marketing calendar to seasonality, customer lifecycle stages, and weather patterns can guide more relevant and timely campaigns.

Tune in to the latest episode of the Up Arrow Podcast as William Harris chats with Andrew Christison, Co-founder and CEO of Retencity, about creating customer retention strategies that drive growth. Andrew explains why authenticity matters more than automation, how to balance list quantity and quality, and how he diagnoses retention issues in growing brands.