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Get in touch with Petros Ramos

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Episode Overview:

AI is reshaping how eCommerce brands in Australia communicate with customers, and most brands haven't scratched the surface of what's possible. In this episode of eCommerce Australia, host Ryan Martin sits down with Damien Brennan and Petros Romas from Sinch to unpack how AI-powered messaging, chatbots, and customer communication tools are transforming eCommerce operations.

From abandoned cart messaging to building genuine trust in AI agents, this conversation is a practical guide for eCommerce brands ready to use AI the right way.

What You'll Learn: Abandoned cart messaging, the AI no-brainer:

Rather than a single follow-up email, AI enables brands to turn this into a genuine multi-message conversation across the customer's preferred channel, and the conversion data backs it up.

Meet customers where they are:

WhatsApp, SMS, email, chatbot customers have preferred channels, and AI makes it possible to serve all of them at scale.

Why trust is the first hurdle in AI adoption:

Start customers on a channel they already trust, and let the AI prove itself from there.

KYC 'Know Your Customer':

The brands that get the most out of AI tools are the ones that have invested in understanding their customer's buying habits, common questions, and communication preferences.

What brands get wrong when implementing AI:

Implementing without a clear use case, and underestimating the importance of the data that feeds the AI.

The rise of AI agents in eCommerce customer service:

Beyond chatbots, AI agents are now capable of handling complex customer service scenarios end-to-end.

Key Takeaways-

- Start with abandoned cart AI messaging, it's one of the highest-converting use cases available right now

- Give customers channel choice: WhatsApp, SMS, email, chatbot, meet them where they are- Don't hide the AI, build trust by starting on familiar channels and proving value incrementally

- KYC is everything: the more you know about your customers, the better your AI performs

- AI agents are moving beyond FAQs into full customer service resolution, this is the next wave

- Good AI starts with good data, invest in your customer knowledge base before scaling AI

About the Guests

Damien Brennan and Petros Romas are from Sinch, a global leader in cloud communications powering customer engagement for some of the world's leading brands.

About the Host

Ryan Martin is the founder of Remarkable Digital (https://remarkabledigital.com.au), an eCommerce SEO and digital marketing agency based in Australia.eCommerce Australia is your go-to podcast for eCommerce growth strategy, eCommerce SEO, and building a business that scales.

New episodes drop regularly, follow on Spotify to stay up to date.

🎯 FREE AIO AUDIT

Want to know how your eCommerce brand shows up in AI search tools like ChatGPT, Claude, and Gemini? Get your free AIO audit from Remarkable Digital: remarkabledigital.com.au/contact-us

What does it mean to build an eCommerce business that's ready to sell — from day one? In this episode of eCommerce Australia, host Ryan Martin sits down with Lyn Nguyen from Auvie Consultants to unpack the operational systems, hiring strategies, and mindset shifts that turn a founder-dependent business into a scalable, sellable asset.

What you'll learn:

• The concept of being exit ready from day one
• Why operations is your biggest competitive edge in 2026
• The escalation matrix — removing yourself from day-to-day decisions
• Common mistakes eCommerce founders make when scaling
• How AI has become essential (not optional) for eCommerce in Australia
• What buyers actually look for when acquiring an eCommerce business
• Case study: Respire — zero to seven figures/month in under 2 years, launched into Woolworths

About Lyn — Auvie Consultants

Lyn is the founder of Auvie Consultants, an operations and growth consultancy for eCommerce brands, agencies, and family businesses across Australia and beyond.

About the Host

Ryan Martin is the founder of Remarkable Digital, an eCommerce SEO and digital marketing agency based in Australia. remarkabledigital.com.au

eCommerce Australia is your go-to podcast for eCommerce growth strategy, eCommerce SEO, and building a scalable business in Australia.

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Connect with Adele on LinkedIn Here

Get in touch with Chain Social Here

Meta Masterclass with Adele Elliott from Chain Social

In this episode, Ryan sits down with Adele Elliott, Digital Director at Chain Social — a fashion, beauty and lifestyle paid performance agency with a team of 22 (all female!). Adele recently presented a Meta Masterclass at the Social Summit, and this episode is a deep dive into everything she covered and more.

Whether you're running your own ads or working with an agency, this one is packed with practical, no-fluff strategy.

What We Cover

The four metrics that make or break your Meta adsAdele breaks down the four numbers every brand needs to know — average order value, CPM, link click-through rate, and conversion rate — and explains exactly what it means when each one is off.

The netball analogy that changes how you think about ad setsStop turning off your highest-spending ad. Adele explains why that ad is your "centre" — and why pulling it kills the whole team.

Creative: quantity, quality, and what actually winsTwo new ads per ad set per week is the minimum. Only 10–20% will become winners. Here's how to find them — and why your winner will never look like an ad.

Persona targeting and micro-niche motivatorsIf all your ads say the same thing to the same person, you're leaving most of your audience on the table. Adele explains how to talk to multiple personas — and why Meta's algorithm rewards you for it.

How the Meta auction actually worksBudget is only 10–20% of the equation. Adele walks through Meta's bidding formula — estimated action rate, user value, and auction bid — and why understanding it changes everything.

Why running only purchase campaigns is a mistakeEspecially for newer or unique products. Adele explains how add-to-cart and view content campaigns open the door to entirely new audiences and feed your purchase funnel.

The Facebook Ad Library + AIHow to use the Ad Library to spy on competitors, and how to use Claude (or any AI) to monitor and analyse competitor creative at scale.

Black Friday: start in August, not NovemberThe brands that win in November are building their audience months earlier. Adele shares what the biggest mistakes are — and why a gift-with-purchase is not a Black Friday offer.

Paid partnership adsMeta is heavily favouring them right now. Adele explains how Chain Social uses them with founders and creators — and why they work so well because they don't look like ads.

About Adele & Chain Social

Adele is the Digital Director at Chain Social, overseeing paid performance, email marketing, influencer and paid partnerships. Chain Social specialises in fashion, beauty and lifestyle brands, running ads across Meta, Google, Pinterest, TikTok, and AppLovin. Brands they work with include Nala, Fun Day Sweets, Australian Beauty School, Brazilian Butterfly and Mecca (UK email).

Chain Social also offer one-off Meta build projects and consulting for smaller brands not yet ready for a full agency retainer.

Mentioned in This Episode

• Chain Social — Adele's agency
• Facebook Ad Library — free competitor research tool
• Motion — paid ad creative reporting platform
• Triple Whale — third-party attribution and reporting
• AppLovin — emerging ad platform (gaming apps, new to Australia)
• Chain Pod — Adele and Chain founder Shelby's new podcast, launching end of May
• TikTok Masterclass — Chain Social's first ever, coming mid-June

Connect with Adele

Follow Chain Social on Instagram for regular Meta tips and updates on the Chain Pod launch.

eCommerce Australia is hosted by Ryan Martin, founder of Remarkable Digital — an eCommerce SEO and AIO agency based in Australia. If you're not being found in ChatGPT, Gemini AI, or traditional search, grab a free audit below.