Matt Edmundson

Matt Edmundson has been building online stores since 1998, which makes him one of the few people in eCommerce who was doing this before "eCommerce" was a word most people recognized. Over 24 years he has built, failed at, and sold more than 20 online businesses, generating over £75 million in sales along the way (a number he admits is probably closer to £100 million now, he just hasn't gotten around to adding it up).

Today he runs Aurion, where he acquires and grows established eCommerce brands, often taking an equity stake by bringing value rather than writing a cheque. He plugs those brands into one connected operation, fulfilment, customer service, web, and marketing under a single roof, and scales them past the ceiling their original founders hit. His portfolio includes a vegan supplement brand, a gift company, and a growing eCommerce group.

Matt calls his audience "Digital Davids," the founders taking on the Goliaths of eCommerce with smarter strategy instead of deeper pockets. His whole philosophy comes down to one idea: build a business worth wanting, the kind that does not collapse the day you step away, and the kind buyers compete for.

He also hosts the eCommerce Podcast, one of the longest-running shows in the space, now approaching 300 episodes over five years. He is an operator, not a consultant, still testing, breaking, and fixing things in his own brands this week, not five years ago. When he is not working, you will find him walking the 90 minutes from his house to the warehouse in Liverpool, where the best ideas tend to show up.