Growing eCommerce Sales with Values, Strategy, and Multi-Product Innovation at Microbz with Katie Ward (episode 587)
Katie Ward is the Managing Director at Microbz, a natural microbial solutions business. Founded in the 2000s and rebranded in 2024, they are on track for around £1million this year across their Shopify store & partner network.
In this episode, Katie shares how they’ve grown in one of the most competitive supplement markets by focusing on real customer pain points, building trust before pushing subscriptions, and expanding lifetime value through a “probiotic life” strategy. It’s a candid conversation about balancing mission and margin, managing multiple channels, and scaling sustainably without compromising your values.
Listen now for free:
Powered by RedCircle
Subscribe on your Favourite Podcast App
Dive in:
[03:58] Nature’s Solution for Wellbeing
[07:21] Microbial Fermentation and Herbal Remedies
[11:32] “Managing Business Complexity Effectively”
[13:29] “Healthy Soil, Nutritious Life”
[18:25] “Probiotics: Educating and Building Trust”
[20:36] Listen to Katie’s Top Tips!
Lead With the Customer’s Pain, Not Your Big Vision
Customers do not wake up wanting a “probiotic lifestyle.” They wake up wanting relief from a problem. That might be poor digestion, skin issues, or a pet that won’t stop itching. Katie explains that you cannot educate the entire market in one Facebook ad. You start with the pain point. Once trust is built, you expand the conversation. This lesson is powerful for any brand trying to sell something bigger than a single product.
Increase LTV by Expanding the Journey — Slowly
Microbz does not push subscriptions on the first purchase. They wait until customers have bought two or three times. Then they introduce subscriptions and add surprise value, like a free cleaner on the third order. This approach feels earned, not forced. It builds loyalty instead of pressure. For eCommerce brands chasing higher lifetime value, this is a smart and sustainable play.
Don’t Cut SKUs If They Support the Mission
Most consultants told Katie to narrow the product range and focus on top sellers. That advice makes sense for fast growth. But for Microbz, cutting ranges would break the brand’s core message. Their mission connects gut health, home cleaning, pets, and soil health into one ecosystem. The lesson? Focus is important, but alignment is more important. Growth that contradicts your mission will not last.
Multiple Channels Require Clear Margin Priorities
Microbz sells via Shopify, Amazon, B2B partners, and agriculture clients. That sounds complex. But Katie is clear on what drives margin: direct website sales. That clarity guides where energy and investment go. Other channels play strategic roles, but they do not distract from the core revenue engine. Every eCommerce leader needs this level of channel discipline.
Long-Term Growth Requires Patience and Conviction
The agricultural side of the business is a slow burn. It requires years of investment before big returns appear. But it aligns with the company’s long-term goal of system change. Katie knows she is building something that may take a decade to fully mature. That mindset is rare in modern eCommerce. For founders feeling pressure to scale fast, this episode offers a refreshing alternative view of success.
eCommerce Book Top Tip
- Finding the Mother Tree: Discovering the Wisdom of the Forest by Suzanne Simard
eCommerce Traffic Top Tip
- In-person marketing. Katie says their thing this year is going to every event and speaking opportunity they can to meet people.
Tool Top Tip
- BrewMan Software for brewers
Carbon Top Tip
- Think circularly. Reuse incoming packaging and use natural solutions such as composting to reduce waste and lower your store’s overall carbon footprint.
Interview links
*Thank you to Craig Thomas for the guest introduction!
Related Episodes
- Subscription eCommerce – what you need to know with subscription specialist Stefan Pretty (episode 156)
- Taking control of your products and your brand on Amazon with Steve Honight from Pukka Teas (episode 231)
- Learn multiple ways to REALLY connect with your customers with Leane Tilley from Kineta (episode 351)
Without the sponsors the podcast wouldn’t be possible – please do check them out:
Have you yet downloaded our ebook?
To celebrate reaching Episode 500 we’ve created an EPIC eCommerce success-focused ebook.
Packed with FIVE HUNDRED Top Tips about how to make your eCommerce store more profitable.
Featuring the advice of many, many past guests, alongside industry experts and many from you – our listeners.
Chloe has checked every single tip, and organised the whole thing into sections for you.
Making is super easy to dip and dip out and take inspiration as and when you need it.
This ebook needs to be sat on your desktop – or (even…) printed and sat on your desk.
Download your free copy right now
Full transcript to read & download:
Like to be a guest? Apply Here