The Ecommerce Playbook Podcast

Hosted ByTaylor Holiday & Richard Gaffin

2020 transformed the world of ecommerce forever. For the modern DTC brand, the rewards have never been greater. But the waters have also never been choppier, and the way forward has never been more uncertain. So how do you navigate this dangerous new reality? No matter how you do it, you’d better not do it alone. That’s where the Ecommerce Playbook Podcast comes in — join Common Thread Collective’s Taylor Holiday & Richard Gaffin as they bring you guiding insights from across CTC’s portfolio of growing DTC businesses. Whether you need a clear view on the macro issues affecting the world.

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The Ecommerce Playbook | How One Methodology Runs 170+ Brands

June 18, 2026 The Ecommerce Playbook Podcast 00:24:05
The Ecommerce Playbook Podcast
The Ecommerce Playbook Podcast
The Ecommerce Playbook | How One Methodology Runs 170+ Brands
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What if your agency published every opinion, every framework, and every strategy they use to grow your brand? That’s exactly what CTC just did.

The Canon is a decade of ecommerce methodology distilled into seven categories: technology, forecasting, marketing measurement, Meta advertising, Google advertising, email strategy, and creative strategy. It’s not a pitch deck. It’s the actual operating system behind how CTC grows 170+ ecommerce brands.

In this episode, Taylor Holiday walks through why codifying methodology changes everything, how The Canon updates itself through live testing across hundreds of brands, and why the way you evaluate agencies is about to fundamentally shift.

Topics covered:

  • What The Canon is and why methodology needs to be written down

  • How CTC’s methodology updates in real time through aggregate testing

  • Why evaluating agencies by individual talent is an outdated framework

  • The role of AI in deploying institutional methodology at scale

  • Frontier methodology: catalog strategy, affiliate creative, TikTok Shops

  • How brands should codify their own methodology for better partner outcomes

  • Why publishing methodology for scrutiny is a competitive advantage

Show Notes: