eCommerce MasterPlan
eCommerce MasterPlan is a podcast-led media and education company serving global eCommerce entrepreneurs with a 600+ episode flagship podcast, a companion optimization show, and five published books, operated by founder Chloe Thomas via UK-based Kernu Ltd.
- Company typePrivate
- Founded2015
- HeadquartersTruro, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What eCommerce MasterPlan does
eCommerce MasterPlan is a podcast-led media and education company serving eCommerce entrepreneurs and operators globally, founded and operated by Chloe Thomas under the UK private limited company Kernu Ltd (also trading as Emetko Media). Its functional purpose is to translate the operating experience of successful eCommerce founders into actionable advice for SMB owners, with substantive coverage spanning DTC, B2B, fashion and apparel, home and garden, beauty, subscription, and sustainability/Net Zero. The audience is primarily English-speaking SMB eCommerce owners, with secondary reach into mid-market and enterprise operators via topical sub-shows (£1m+ Businesses, B Corp Interviews, Authors, WWYD).
The product portfolio is anchored by the flagship eCommerce MasterPlan Podcast (600+ episodes since 2015, distributed via Apple Podcasts, Spotify, YouTube, and RSS), supplemented by the companion Keep Optimising Podcast and a catalog of five books by Chloe Thomas (eCommerce MasterPlan 1.8, eCommerce Marketing, eCommerce Delivery, Customer Persuasion, B2B eCommerce MasterPlan). A free '500 Top Tips' eBook acts as a lead magnet for a first-party email list. The technology stack is a standard WordPress-based website with podcast hosting; no proprietary platform, mobile app, API, or SDK exists.
Revenue is generated through four streams: one-time book sales via the company website, podcast sponsorship (direct outreach to brands wanting to reach the eCommerce audience), freemium content gating the email list, and ancillary speaking and consulting by Chloe Thomas. Pricing is not publicly disclosed. The GTM motion is community-led: content acquisition through podcast interviews, segmented sub-shows, and social channels (LinkedIn, Instagram, YouTube). The firm is founder-controlled with 1–10 employees and no disclosed external funding, parent company, or subsidiary relationships.
eCommerce MasterPlan firmographics
Firmographics- Name
- eCommerce MasterPlan
- Legal name
- Kernu Ltd
- Website
- https://ecommercemasterplan.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- eCommerce MasterPlan is a podcast-led media and education company serving global eCommerce entrepreneurs with a 600+ episode flagship podcast, a companion optimization show, and five published books, operated by founder Chloe Thomas via UK-based Kernu Ltd.
- Ownership category
- akta.pro rank
eCommerce MasterPlan industry classification
Industry- Product category
- eCommerce Education and Business Media
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (51621)
- SIC
- Services-Motion Picture & Video Tape Production (7812), Retail-Catalog & Mail-Order Houses (5961)
- akta.pro primary industry
- E-commerce & Online Business (Marketplaces, DTC) (EDAMAHAH)
- akta.pro secondary industry
- Marketing, Branding & Sales Skills (EDAMAHAG)
Keywords
Where eCommerce MasterPlan is headquartered
LocationHeadquarters
- HQ city
- Truro
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
eCommerce MasterPlan business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations
Revenue model
- Book Sales: eCommerce MasterPlan publishes books on eCommerce topics including eCommerce Marketing, eCommerce MasterPlan 1.8, eCommerce Delivery, Customer Persuasion, and B2B eCommerce guides. These are sold through their website.
- Podcast Sponsorship: The podcast features sponsored episodes and has a sponsorship program for brands wanting to reach the eCommerce audience.
- Free Content & eBook: Provides free content including the '500 Top Tips for Making Your eCommerce Business More Profitable' eBook as a lead magnet for email list building.
- Speaking & Consulting: Chloe Thomas offers eCommerce and marketing speaking services.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
eCommerce MasterPlan product offering
Product offeringCore offering
eCommerce MasterPlan is a media and education company that produces the eCommerce MasterPlan Podcast, a weekly show featuring interviews with eCommerce entrepreneurs, alongside a portfolio of published books on eCommerce marketing, delivery, and B2B selling. The company also distributes a free '500 Top Tips for Making Your eCommerce Business More Profitable' eBook as a lead magnet and offers sponsorship opportunities and speaking services through founder Chloe Thomas.
Product overview
eCommerce MasterPlan is a media and education company operated by Chloe Thomas, offering a portfolio of podcast shows and published books. The core offering is the eCommerce MasterPlan Podcast, a weekly show featuring interviews with successful eCommerce entrepreneurs and business experts. Related offerings include the Keep Optimising Podcast for optimisation strategies, a series of published books (eCommerce MasterPlan 1.8, eCommerce Marketing, eCommerce Delivery, Customer Persuasion, B2B eCommerce MasterPlan), and a free Profit Top Tips eBook. The company also offers sponsorship opportunities and a podcast guest program. Together, these products form an educational ecosystem for eCommerce business owners seeking growth strategies and insights.
Differentiator
Problem solved
Functional benefit
Products and services
- eCommerce MasterPlan Podcast A weekly podcast hosted by Chloe Thomas featuring interviews with eCommerce entrepreneurs, success stories, and business insights aimed at helping listeners improve their online businesses. The podcast has produced 600+ episodes covering multiple verticals including B2B, DTC, fashion, home and garden, beauty, and sustainability.
- Keep Optimising Podcast A companion podcast focused on continuous optimisation strategies for eCommerce businesses, also hosted by Chloe Thomas.
- eCommerce MasterPlan 1.8: Your 3 Steps to Successful Online Selling A book by Chloe Thomas outlining the three-step methodology for building a successful eCommerce business, sold through the eCommerce MasterPlan website.
- eCommerce Marketing: How to Get Traffic that BUYS to Your Website A marketing-focused book by Chloe Thomas covering strategies for driving traffic that converts to sales for eCommerce websites.
- eCommerce Delivery: How Your Delivery Strategy Can Increase Your Sales A book focused on delivery and logistics strategies for eCommerce businesses to increase sales through improved shipping practices.
- Customer Persuasion A book by Chloe Thomas on persuasion techniques tailored for eCommerce customer acquisition and conversion.
- B2B eCommerce MasterPlan A book focused on B2B eCommerce strategies, business models, and operational approaches for companies selling to other businesses online.
- Profit Top Tips eBook: 500 Top Tips for Making Your eCommerce Business More Profitable A free downloadable eBook containing 500 tips for improving eCommerce profitability, offered as a lead magnet for email list building.
- Sponsorship Program Sponsorship opportunities for brands and eCommerce-related companies looking to reach the eCommerce MasterPlan podcast audience through sponsored episodes and placements.
- Podcast Guest Program A program allowing eCommerce entrepreneurs to apply and appear as guests on the eCommerce MasterPlan Podcast to share their business stories.
- eCommerce & Marketing Speaking Services Professional speaking services offered by founder Chloe Thomas on eCommerce and marketing topics for events, conferences, and corporate audiences.
Companies that use eCommerce MasterPlan
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles2 records
eCommerce MasterPlan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
eCommerce MasterPlan partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Kernu Ltd (operating as Emetko Media)coreLegal entity operating the eCommerce MasterPlan business. Kernu Ltd is the company behind the eCommerce MasterPlan podcast and website, doing business as Emetko Media according to their cookie policy.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
eCommerce MasterPlan competitors and assessment
Company assessmentDirect peers
- Future Commerce: Podcast and media property covering the business of eCommerce and retail innovation. Comparable interview-driven podcast format aimed at eCommerce operators and brand builders.
- eCommerce Fuel: Andrew Youderian's podcast and paid community for established eCommerce operators, covering scaling, hiring, and exits. Direct overlap in audience (seven-figure eCommerce founders) and format (long-form founder interviews + monetization beyond ads).
- Fizzle: Corbett Barr's education platform and podcast for independent online business owners. Comparable solo-creator origin, education-led monetization (courses + membership), and audience of SMB/DTC founders.
- Subscription Stories: Podcast and content focused on subscription eCommerce models. Direct vertical overlap with eCommerce MasterPlan's subscription category and comparable interview-driven founder format.
- 2X eCommerce: Dan Meador's weekly podcast focused on scaling DTC brands, with deep-dive interviews on growth strategy. Highly comparable format, audience (DTC founders), and sponsorship-led monetization.
- My Wife Quit Her Job Podcast: Steve Chou's long-running eCommerce podcast and blog covering building, marketing, and scaling online stores. Comparable solo-founder format, niche eCommerce focus, and combined content + course monetization.
Broad incumbents
- Shopify Masters: Shopify's official founder-interview podcast reaching the same eCommerce audience. Larger production budget and platform-aligned sponsorship pipeline make it a higher-budget incumbent in the same niche.
- Practical Ecommerce: Long-running independent publication with articles, interviews, and resources for online merchants. Broader editorial format but overlapping audience of eCommerce owners seeking practical growth guidance.
- The Hustle: Business and technology media brand targeting SMB operators and founders. Overlaps on the entrepreneurship-education audience, though it operates at much greater scale and broader scope.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
eCommerce MasterPlan social profiles
Digital presenceeCommerce MasterPlan financial estimates
Financial estimateRevenue estimate
Valuation estimate
eCommerce MasterPlan leadership team
Management profileNumber of profiles
Profiles1 record
eCommerce MasterPlan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
eCommerce MasterPlan M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about eCommerce MasterPlan
What does eCommerce MasterPlan do?
eCommerce MasterPlan is a media and education company that produces the eCommerce MasterPlan Podcast, a weekly show featuring interviews with eCommerce entrepreneurs, alongside a portfolio of published books on eCommerce marketing, delivery, and B2B selling. The company also distributes a free '500 Top Tips for Making Your eCommerce Business More Profitable' eBook as a lead magnet and offers sponsorship opportunities and speaking services through founder Chloe Thomas.
Is eCommerce MasterPlan a public or private company?
eCommerce MasterPlan is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was eCommerce MasterPlan founded?
eCommerce MasterPlan was founded in 2015. It employs 1 to 10 people.
Where is eCommerce MasterPlan based?
eCommerce MasterPlan is headquartered in Truro, United Kingdom, in the Europe region.
How does eCommerce MasterPlan make money?
Four revenue lines are on record. Book Sales are the primary driver. The others are podcast Sponsorship, free Content & eBook and speaking & Consulting.
Who are eCommerce MasterPlan's main competitors?
Direct peers on record are Future Commerce, eCommerce Fuel, Fizzle, Subscription Stories, 2X eCommerce and My Wife Quit Her Job Podcast. Broad incumbents are Shopify Masters, Practical Ecommerce and The Hustle.
Does eCommerce MasterPlan have an API?
No public API is recorded for eCommerce MasterPlan.
What industry is eCommerce MasterPlan in?
eCommerce MasterPlan's product category is eCommerce Education and Business Media. Its primary akta.pro industry code is EDAMAHAH, E-commerce & Online Business (Marketplaces, DTC), with a secondary code of EDAMAHAG, Marketing, Branding & Sales Skills. Its NAICS code is 516210 and its SIC code is 7812.