What I Actually Bring
Most "experts" stopped doing the work years ago. They consult now. I'm still in the trenches - running Aurion's portfolio of eCommerce brands while hosting a podcast that reaches founders every week.
That means two things for your show:
Real experience, not theory.
I can tell you what's actually working in eCommerce right now because I tested it this month, not five years ago. The wins, the failures, and the stuff I'd never do again.
I know how to be a good guest.
I've interviewed hundreds of people. I know what makes a conversation valuable versus what makes your audience zone out. No rehearsed talking points. No guru posturing. Just honest conversation.
My audience are "Digital Davids" - founders taking on the Goliaths of eCommerce with smarter strategies and genuine connections. If that's your audience too, we'll get along.
Topics I Cover
Building businesses worth buying (or keeping)
After 20+ years and 20+ ventures, I've learned what makes a business genuinely valuable versus what just looks good on paper. Most founders build jobs for themselves. I help them build assets.
What actually drives eCommerce growth
Not the guru playbook - what's working now. Customer acquisition, retention, the metrics that actually matter (LTV, CAC, contribution margin). The stuff that moves the needle versus the stuff that sounds impressive.
Podcast strategy that works
I've run the eCommerce Podcast for years. It's a business development tool, not a vanity project. I can talk about how podcasting actually drives growth - and why most business podcasts fail.
Lessons from 20+ ventures (including the failures)
Some worked brilliantly. Some crashed spectacularly. All taught me something. I'm honest about both.
Exit planning and selling a business
I've sold businesses. I know what buyers actually look for, how to position for an exit, and when selling is the wrong decision.
Leadership without the charisma
I'm a systems thinker, not a loud frontman. I've led teams for 20+ years by building frameworks and processes, not by force of personality. Different playbook for different leaders.
Suggested Interview Questions
Feel free to use these or let them spark your own. I'm comfortable going wherever the conversation leads.
- You've generated £75M+ in eCommerce sales - what's the most expensive lesson you've learned?
- Most eCommerce advice comes from consultants, not operators. What do they get wrong?
- You call your audience "Digital Davids" - what does that mean?
- What makes an eCommerce business actually worth buying versus just profitable?
- You've failed at businesses too - which failure taught you the most?
- How has hosting a podcast changed how you think about your own business?
- What's working in eCommerce right now that most founders aren't doing?
- You describe yourself as a "systems thinker" leader - what does that mean in practice?
- What have you learned about leadership that you wish you'd known 20 years ago?
Previous Appearances
I've been fortunate to appear on podcasts across various niches. Here are some recent conversations:
Podcasts I have been a guest on
The Practical Stuff
Equipment
Professional audio setup with quality microphone and quiet recording environment. No echo. No background noise.
Format
Available for audio or video. Zoom, Riverside, SquadCast, or whatever platform you prefer.
Location
Liverpool, UK (GMT timezone). Flexible with scheduling - early mornings or evenings to accommodate other time zones are fine.
Headshots
Click to download high-resolution images suitable for show notes and promotional materials.
Bio Options
Copy whichever version fits your format.
Short (50 words)
Matt Edmundson has built, failed at, and sold 20+ online stores over 24 years, generating £75M+ in sales. He runs Aurion (eCommerce portfolio) and hosts the eCommerce Podcast. He helps founders build businesses worth buying - or worth keeping.
Medium (100 words)
Matt Edmundson has spent 24+ years in eCommerce - building, failing at, and selling more than 20 online stores. He's generated £75M+ in online sales and learned what actually works (and what doesn't). Today he runs Aurion, helping "Digital Davids" build eCommerce businesses genuinely worth buying. He hosts the eCommerce Podcast, interviewing founders and operators weekly about what's actually working in online business. Matt lives in Liverpool with his wife Sharon. When he's not working, he's probably in his workshop making sawdust.
Long (200 words)
Matt Edmundson started building online stores in the late 90s. Since selling his first business in 2002, he's launched, failed at, or sold more than 20 eCommerce ventures - generating £75M+ in online sales along the way. Some worked brilliantly. Some crashed spectacularly. All taught him something.
Today, Matt runs Aurion, where he helps "Digital Davids" - founders taking on the Goliaths of eCommerce - build businesses that are genuinely worth buying, whether they choose to sell or scale. He also hosts the eCommerce Podcast, interviewing founders, marketers, and operators every week about what's actually working in online business.
Matt's a systems thinker who's led teams for over 20 years. He builds frameworks and processes rather than relying on charisma - a different playbook for leaders who aren't the loudest voice in the room.
Matt lives in Liverpool, UK with his wife Sharon. They have three grown children: Josh (married to Abi), Zak, and Zoe. When he's not working, you'll find him in his workshop, making sawdust.
For Faith & Leadership Podcasts
Running a Christian podcast or a show that explores faith, purpose, or ministry? Here's what else I bring to the table.
Beyond eCommerce, I co-lead Crowd Church - a digital-first church community based in Liverpool. I've spent years thinking about where faith and business actually intersect, what digital ministry looks like, and how to lead without losing yourself.
Building a digital-first church
Crowd Church exists entirely online. What I've learned about building genuine community in digital spaces - the wins and the hard lessons.
Where faith and business actually meet
Not platitudes about "doing business God's way." Real questions: How do you make hard decisions when people's livelihoods are involved? What does generosity look like when you're also responsible to a business? How do you stay grounded when the pressure to perform is relentless?
Generosity and stewardship in business
What it actually looks like to be generous when you're running a company - beyond just writing cheques.
Suggested questions for faith-focused interviews:
- You run eCommerce businesses AND lead a digital church - how do those worlds inform each other?
- What's different about building community online versus in person?
- How do you make difficult business decisions that affect people's jobs?
- What does generosity actually look like when you're responsible to a business?
Bio Addition for Faith-Focused Shows
Add this to any bio above:
Matt also co-leads Crowd Church, a digital-first community exploring faith in fresh ways. He's interested in where faith and business actually intersect - the real questions about making hard decisions, staying grounded under pressure, and building something meaningful.
Ready?
If you want a real conversation instead of rehearsed talking points, let's do this.
Book Me as a Guest