The 2026 eCom Trends Report
Top Report Findings: This is our sixth Trends Report with 300 owners representing $3.5...
Podcast | Episode 559
Recovering from Near Bankruptcy, Newsletters That Connect & Raising Great Kids
Have you ever considered buying back a business you once sold? In this episode, I sit down with Greg Howlett, a seasoned eCommerce veteran, who shares his remarkable journey of repurchasing a business a decade after its sale. We dive into the strategic insights and personal reflections that guided his decision, exploring how past experiences can shape future opportunities—and create a really cool story.
Listen as Greg discusses his approach to rejuvenating a once-thriving brand, the challenges of adjusting to an evolved market, and the nuances of navigating business with family. We also touch on broader topics like the future of eCommerce, the importance of building trustworthy brands, and the delicate balance of personal and professional life.
You’ll learn:
- How Greg handled the acquisition of a former business and its niche. (04:30)
- Greg’s business portfolio, including Wise Choice and Capacify. (06:10)
- His action plans for revitalizing the recently reacquired business. (08:25)
- His take on past financial challenges during the mid-2000s economic downturn. (15:45)
- Why Greg decided against declaring bankruptcy despite business financial struggles. (19:30)
- The importance of building a trustworthy brand in a changing competitive landscape. (27:40)
- How inventory can be a competitive advantage. (40:35)
- Greg’s thoughts on parenting and social media. (45:20)
Subscribe: iTunes | Stitcher | Amazon
(With your host Andrew Youderian of eCommerceFuel.com and Greg Howlett of Capacify.co)
What Was Mentioned
- Greg Howlett: Website | LinkedIn
- Capacify.co
- Vitabase
- Caring Sunshine
- eCommerceFuel Forum
- 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:
“If you're buying inventory smart, it does become a huge competitive advantage." - Greg Howlett Tweet this "Building brand loyalty means zigging while others are zagging, especially in regards to certain things, like, for example, AI." - Greg Howlett Tweet this “At the end of the day, it's about brand trust, and so that's really what our focus is on right now: not necessarily being small, but appearing small.” - Greg Howlett 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.
