Hamish McKay, CEO and co-founder of OrderEditing.com, joins Will Laurenson to share how a simple frustration in customer service sparked a Shopify app now used by 500+ brands. Hamish reveals how brands like O’Polly reduced returns by 15% and slashed ticket volumes by 98% while making £7 per order edit. They discuss the evolving role of customer service, AI's impact on shopping behaviours, and why brands ignoring post-purchase experiences risk falling behind. If you want to rethink how small tweaks can drive major operational and revenue wins, this episode is a must-listen.