AI Search, Meta Ads, and Lean Operations: The Myrqvist Growth Story (episode 602)
Douglas Holm is the Head of Online at Myrqvist, sellers and designers of quality, classic men’s shoes. Founded in 2016 they now sell online via their Shopify store and 4 stores in Sweden, Norway, New York and London, and a select group of partner stores. Turnover is now at €10 million a year.
In this episode, Douglas reveals how Myrqvist has built a lean, high-performing eCommerce operation that punches well above its weight. From AI-driven automation and product data optimisation to international growth and in-house marketing, he shares practical insights for any brand looking to scale smarter.
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Dive in:
[06:13] Offering premium-quality shoes affordably
[09:37] Leveraging AI to optimize operations
[11:36] Improving AI for site search
[14:38] Competing with heritage shoe brands
[18:41] Exploring AI for product design
[22:32] Benefits of in-house content production
[24:07] Listen to Douglas’s Top Tips!
Growth Doesn’t Always Require More People
One of the most surprising lessons from this episode is that Myrqvist generates over €10 million in revenue with just eight people at head office. Rather than solving problems by hiring, the team focuses on improving processes first. They constantly look for ways to remove friction and eliminate repetitive work. This approach helps them stay agile and efficient as they grow. It’s a refreshing reminder that scaling a business doesn’t always mean scaling headcount at the same rate.
AI Works Best When It Solves Real Business Problems
Myrqvist isn’t using AI because it’s trendy. They’re using it to solve specific operational challenges. The team has automated parts of customer service, customs processes, invoice handling, and even product development workflows. Their focus is always on saving time and reducing manual work. This practical approach shows eCommerce brands how to find real value from AI instead of chasing the latest tools and buzzwords.
Better Product Data Is Becoming a Competitive Advantage
Many brands think of product descriptions as a basic merchandising task. Myrqvist sees them as a growth opportunity. By improving product information and making it easier for AI systems to understand, they are improving site search, customer support, SEO, and AI search visibility at the same time. The richer the data, the better the customer experience becomes. It’s a powerful example of how one project can create benefits across multiple areas of the business.
The Future of Search Is Already Here
The Myrqvist team is actively preparing for a world where customers discover products through ChatGPT, Gemini, Claude, and other AI-powered tools. They are researching the questions shoppers ask and identifying gaps in their content. This helps them create information that both customers and AI models can understand. While measuring results is still difficult, they’re already seeing significant growth in AI-driven traffic. For eCommerce brands wondering whether AI search matters yet, this episode makes a strong case for getting started now.
Keeping Marketing In-House Creates Better Customer Insights
While many brands outsource their advertising, Myrqvist keeps Meta ads management in-house. The reason goes far beyond saving money. Being close to the data helps the team understand customer behaviour, objections, and buying motivations in real time. Those insights influence product messaging, content creation, and wider business decisions. It’s a great reminder that marketing isn’t just a customer acquisition channel—it can also be one of the most valuable sources of customer intelligence in the business.
eCommerce Book Top Tip
- Douglas hasn’t had time to read a book lately. If you have Friday off, he suggests stepping away from a difficult problem and letting your subconscious work on it. Often the best solutions come after you’ve had time to disconnect and reflect.
eCommerce Traffic Top Tip
- Don’t underestimate the impact of physical retail. A strong store presence can drive significant online growth and strengthen your overall brand.
Tool Top Tip
- Start small with AI. Pick one repetitive task, automate it, and learn through experimentation before tackling bigger projects.
Carbon Top Tip
- Reduce unnecessary returns by improving sizing guidance and product information. It’s better for customers, profitability, and the environment.
Interview links
*Thank you to Siri from Dema.ai for the guest introduction!
Related Episodes
- Scaling an Amazon-First Brand: Joey’z Journey to $10M with Charles Chakkalo (episode 560)
- Marketing Analytics for eCommerce: Tools, Tracking, Attribution & AI Strategy – with Carwow’s Roman Petrochenkov (episode 579)
- How Seep Scaled eCommerce Growth to £10M: Meta Ads, Retention & Hero Product Strategy with Ed Hamilton (episode 585)
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