Alan Dowell, Digital Director at Escentual, joins Will Laurenson to discuss 18 years of ecommerce lessons, Shopify migration challenges, AI adoption, and customer retention. Alan shares how Escentual moved away from a complex custom platform, the mistakes made during the transition, and why testing, governance and simplicity matter more than ever. The conversation covers Google Shopping, conversion optimisation, app overload, replenishment marketing, and the future impact of AI on ecommerce. If you're navigating platform changes, managing a lean team, or looking to improve acquisition and retention performance, this episode offers practical insights.