The Ecom Trap - Why ROAS Doesn’t Mean You’re Winning

Will Anderson, founder of Growth Society and serial e-commerce entrepreneur, joins Paul Fernandez to share the raw, unfiltered story behind building multiple brands, and the painful lessons no one tells you.

From growing a premium shaving business into a £60k debt hole to leading agency teams and finally launching a consultancy designed to fix what’s broken in ecom growth, Will has seen every side of the industry.

In this candid conversation, he reveals why great ROAS doesn’t mean you’re profitable, how to avoid the “shiny object syndrome,” and why most brands still don’t understand their numbers.

🎙️ Key Highlights:

Why his first ecom business racked up £60,000 in debt—and what he did next

The real reason most agencies fail e-commerce brands

How AI is reshaping (and often ruining) marketing decisions

The danger of chasing revenue vs. building margins

When to start planning for Q4—and why most brands leave it too late

How to build a business that actually aligns with your purpose

📢 Enjoyed this episode?
LIKE, SUBSCRIBE, and hit the 🔔 to stay updated with more no-BS insights on scaling, marketing, and leadership.

At Innersound, we help businesses grow through strategic podcasting—building trust, generating leads, and creating standout content in our state-of-the-art York studio or on location across the UK.

🎧 Book your FREE podcast pilot episode today:
👉 www.innersound.media

The Growth Guys help e-commerce brands scale profitably with data-led, creatively-driven paid media strategies.
👉 www.thegrowthguys.co.uk