This episode reflects on 2025 as the year ecommerce "got back to normal" post-Covid, highlighting the unexpected success of lean, disruptive brands over larger players. It emphasizes the critical shift of AI in ad creatives from novelty to necessity, and the emergence of highly efficient "skeleton teams" achieving 8-figure revenues. The hosts also candidly discuss their incorrect predictions regarding dropshipping and trust anchors, providing a realistic look at the evolving ecommerce landscape as a lead-in to 2026 planning.
Key takeaways
Disruptive, lean brands are outperforming larger, established companies in the post-pandemic ecommerce landscape, indicating a shift towards agility and efficiency.
AI in ad creative has moved from an experimental tool to an essential component for effective advertising strategies.
Small, highly efficient 'skeleton teams' are capable of generating 8-figure revenues, demonstrating the power of streamlined operations and focused execution.
Dropshipping and traditional 'trust anchors' proved to be less impactful than anticipated in 2025, suggesting a need to re-evaluate common ecommerce strategies.
This episode kicks off 2026 with a bang — we’re looking back at the bold predictions we made for 2025… and checking which ones held up.
Was it the comeback year we thought it would be?
Mark and Ian break down: Why 2025 was the first “normal” ecommerce year since Covid
How disruptive, lean brands outpaced the big boys
Why AI in ad creative went from novelty to essential tool
The rise of skeleton teams doing 8-figure numbers
What we got wrong (dropshipping and trust anchors)
Why 2026 might not be as easy to call… If you’re planning your next 12 months, this is your starting line. P.S. Whenever you’re ready... here are 3 ways Ian and I can help you grow your ecommerce business: 1. Talk to us. Book a call with us and let's talk about accelerating your growth - https://go.hammersleybrothers.com/scheduleuk-ant 2. Grab a copy of our book - https://book.hammersleybrothers.com/
3. Join the Ultimate Guide To Ecommerce Facebook group and connect with e-commerce owners who are scaling too - https://www.facebook.com/groups/924567391291786
What does this episode say about paid acquisition?
Disruptive, lean brands are outperforming larger, established companies in the post-pandemic ecommerce landscape, indicating a shift towards agility and efficiency.
What does this episode say about founder & leadership?
AI in ad creative has moved from an experimental tool to an essential component for effective advertising strategies.
What does this episode say about ai & automation?
Small, highly efficient 'skeleton teams' are capable of generating 8-figure revenues, demonstrating the power of streamlined operations and focused execution.
What does this episode say about dtc strategy?
Dropshipping and traditional 'trust anchors' proved to be less impactful than anticipated in 2025, suggesting a need to re-evaluate common ecommerce strategies.
