The 2026 eCom Trends Report
Top Report Findings: This is our sixth Trends Report with 300 owners representing $3.5...
Have you ever wondered how to build a successful brand while leading a nomadic lifestyle? Elizabeth Mercer is the Owner and Founder of Sleekform.com, a company that makes beautiful ergonomic furniture designed to make the work environment healthier and more comfortable. She is also the official women’s ambassador for ECF and joins the show today to dive into the really cool business and life she has built in the process.
In this episode, we dive into Elizabeth’s experience in building her brand, including her transition from a very data-driven method of curating a catalogue to a mission-based approach that fully embodies the brand. We also talk about how she redesigned the packaging for her furniture and the unexpected but massive impact that it had on her business, how she hires a remote team (including the specific questions she uses to attract exceptional team members), and how she manages to balance work while on the road with her husband.
You’ll learn:
- What Sleekform.com offers and how it was born. (3:20)
- How Elizabeth found productivity on the road. (7:45)
- Why she invests heavily in branding and marketing. (10:30)
- Some of the most impressive packaging in the market. (17:45)
- Tips to optimize packaging. (23:45)
- What it looks like to run a business remotely. (27:15)
- The questions Elizabeth asks during the hiring process. (30:10)
- How the company looks bigger than it really is to outsiders. (35:00)
- Lightning round with Elizabeth. (48:00)
Subscribe: iTunes | Stitcher | Amazon
(With your host Andrew Youderian of eCommerceFuel.com and Elizabeth Mercer of Sleekform.com)
What Was Mentioned
- Elizabeth Mercer: Website
- MUD\WTR
- May Lindstrom
- Glossier
- Prusa 3D
- Fulfil.io
- One Click Upsell – Increase Sales 15%+ with Pre-and Post-purchase Upsells. (On average, Shopify users increase sales 15% immediately after installing the app!)
Ideas Worth Sharing:
“The catalogue you see today is very mission-based and very brand-based, not just throwing things in there to sell them.” - Elizabeth Mercer Tweet this “We invested in things that you can actually touch and that customers find value in.” - Elizabeth Mercer Tweet this “They know that we know that assembling a chair can be frustrating at times, and we’re doing our very best to make it as easy as possible.” - Elizabeth Mercer Tweet this
Post by Andrew Youderian
Founder and Chief Instigator, eComFuel
Andrew quit an early finance job to sell CB radios online — an admittedly unorthodox career path. It set him on a course to found and sell multiple businesses, host a decade-running podcast, lecture at Harvard Business School and create eComFuel, the leading community for 7- and 8-figure online business owners. Andrew is fascinated with branding, AI, building community, investing and growing meaningful businesses that don't require sacrificing what truly matters.
