In April, I had the pleasure of joining the “E-commerce in Practice” podcast, hosted by Piotr Szyszka and Michał Broś – the founders of Tortli.pl.

What I appreciate about this podcast is that it’s created by people who actually run a business. Their e-commerce operates across 14 markets and generates eight-figure annual revenue. They invite guests who are equally hands-on and willing to share real experience – so I was genuinely glad to be part of that group.

In our conversation, we talk about what has shaped my perspective on e-commerce and marketing – from the organisations where I built my experience to my current consulting work, where I combine strategy, data, and operations to help brands grow in a smarter way, not just a faster one.

We also discuss why I focus on fashion and beauty – industries where emotion meets numbers – and how I work with e-commerce founders. From audits and prioritisation, through building action plans, to execution and ongoing analysis.

We go deep into how to approach sales and marketing for brands operating at different price levels – especially those with lower average order value (AOV) versus more premium positioning. We cover differences in decision-making cycles, media budgets, channel mix, and how KPIs should evolve as price points increase. We also touch on how customer expectations shift between more accessible brands and premium ones.

One point I strongly emphasise is that luxury is not defined by price alone. It’s shaped by perceived value, the quality of communication, consistency across the entire experience – before, during, and after purchase – and a series of small details that reinforce the customer’s decision.

We also explore the topic of purchase triggers. Not every trigger works for every brand. Aggressive promotions, time pressure, or bundles can accelerate conversion in “value for money” segments, but in premium, what tends to matter more is the way the offer is framed, the context, and the level of customer care.

That’s why demand generation strategies should always be aligned with the nature of the product, the price point, and – most importantly – the customer’s aspirations.

On a more personal note, being part of Piotr and Michał’s project was a real challenge for me. Any in-depth conversation like this means stepping outside your comfort zone. But they created such a natural, open atmosphere that I quickly forgot about the camera. As a result, the conversation feels relaxed – and above all, honest.

If you’re interested in a practical perspective on how to build sales across different price segments and how to translate data into everyday business decisions, I encourage you to listen to the episode [HERE]. It’s a real privilege to be among the guests of this podcast – all episodes are available on the E-commerce in Practice YouTube channel.