The Ecommerce Toolbox: AI in Retail · 2025-07-23 · 17 min
In this episode, Matthew Lawson , Chief Digital Officer at Ribble Cycles, joins host Kailin Noivo to reveal how the UK’s leading premium DTC cycling brand turned platform performance into a revenue driver. Matthew unpacks how his team rebuilt Ribble’s ecommerce stack without disruption, why speed still wins in high-AOV categories, and where brands are unknowingly leaking revenue through poor site performance and disjointed systems. From stealth upgrades to embedded AI, Matthew shares the playbook behind building a culture of commercial clarity where tech, marketing, and operations move together to drive results. If you’re scaling an ecommerce business and want to stop the silent revenue bleed, this episode is for you. What You’ll Learn Why most ecommerce brands are losing revenue in ways they can’t see How Ribble Cycles scaled site performance without a disruptive replatform Where stealth projects outperform silver bullets How AI is quietly powering faster, more empowered teams Why cross-functional autonomy is key to commercial growth Want to uncover hidden friction and convert more revenue?
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