Beyond 7 Figures: Building a High-Growth, High-Profit eCommerce Business with Jay O’Neill (episode 527)

Jay O’Neill is an in-house specialist at growing retailers through digital marketing, CRO, and tech stack optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland & Barrett, and took Bathroom Mountain from £0 to £40million in 18 months. 

Who better to chat to about how to grow your sales from 7 to 8 figures?! 

Jay O'Neill ex Holland & Barrett on eCommerce MasterPlan Podcast

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Dive in: 

[05:21] Focus obsession on a single digital channel. 
[09:27] Research channels, understand competitors, leverage advantages. 
[11:41] Understand and learn channel metrics for advantage. 
[13:51] Optimise landing page performance for conversions. 
[19:56] AI enhances efficiency; human expertise remains crucial. 
[21:23] AI boosts efficiency and ROI by simplifying data. 
[24:08] Listen to Jay’s Top Tips! 

Obsession with a Single Marketing Channel 

Jay emphasizes the value of focusing on one marketing channel to gain a competitive edge. Conduct research to identify the best channel for the business. Then dedicate time and effort to mastering it. In his work with Bathroom Mountain, Jay prioritized Google Shopping because it was a proven, effective channel in their industry. His team optimised their campaigns, ensuring they outperformed competitors. This level of dedication shows how specialization can lead to significant growth. 

Balancing Focus with a Holistic View 

Jay stresses the value of obsessing about a single marketing channel. But, he also emphasizes the importance of a holistic view of the entire customer journey. Growth isn’t just about driving traffic; it’s about ensuring every customer touchpoint is optimised. A well-executed marketing strategy must align with seamless on-site experiences. For example, product pages should be informative and engaging. At the same time, the checkout process should be smooth to reduce drop-offs. This ensures that marketing efforts translate into conversions and repeat business. 

Building and Managing an Efficient Team 

Scaling a business from 7 to 8 figures requires strong teamwork and strategic delegation. Jay shares about his time at Bathroom Mountain, where he tried to manage everything himself. Over time, he realized the importance of hiring and training a team. He also advises leaders to empower their teams by fostering a culture of curiosity and learning. This makes sure the team can take ownership of their tasks and contribute to the company’s growth. 

Efficiency and Profitability in Growth Strategies 

Unlike the “growth at all costs” approach common before, the importance now is balancing growth with profitability. Bathroom Mountain achieved rapid growth while maintaining a low cost of sale. By optimising operations and focusing on efficiency, they avoided unnecessary expenses and maximized ROI. Jay also shares how AI and automation can streamline workflows. In automating repetitive tasks, teams are able to focus on high-value activities. 

The Role of AI and Automation in eCommerce 

Jay explores how AI and automation are shaping ecommerce strategies in 2025. He says AI’s true value lies in handling repetitive, data-heavy tasks. This frees up teams to focus on creative and strategic work. But Jay cautions against over-reliance on AI. He emphasizes that human expertise and creativity remain important, especially in areas like customer experience.

eCommerce Book Top Tip 

eCommerce Traffic Top Tip 

  • Word-of-mouth marketing 

Tool Top Tip 

Carbon Top Tip 

  • Focus on minimizing returns by improving product information and processes. This not only lowers environmental impact but also significantly reduces costs. 

Interview links 

Related Episodes 

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