12 podcasts to pitch to as a founder-led eCommerce brand in 2026
As a brand owner, you sit on a lot of experience.
You have tested ideas, made mistakes, and fixed things. You’ve launched products, dealt with stock issues, cash flow stress and awkward customer emails.
Press is not just glossy features and product roundups. Podcasts count too. In fact, founder-led eCommerce podcasts are one of the most powerful ways to tell your story in your own words.
If you’re thinking about podcasts to pitch as a founder, this is a strong place to start.
Other founders want to hear how you handled the hard stuff. They want to know what worked and what didn’t. It helps them learn, and it helps them feel less alone. That’s exactly why eCommerce podcast PR is such a valuable visibility strategy.
As Anna Wood, editor at Startups Magazine and host of The Cereal Entrepreneur, says:
“What really gets people hooked is the story. Founders love to read about other founders’ stories. They like to know that, okay, it’s good to know I’m not the only one going through this challenge. ”
We are human and we like real stories. Podcasts are perfect for that.
So, here are twelve podcasts to save, listen to and pitch to.
1. The Cereal Entrepreneur
What is it? Hosted by Anna Wood, editor of Startups Magazine, this podcast interviews founders and startup leaders about real lessons, pivots and the honest reality of building a business from the ground up.
Why do we like it? It doesn't shy away from failure. The format is warm and conversational, and guests are encouraged to share the messy, unglamorous bits alongside the wins — which makes it genuinely useful listening.
Who is it for? Early-stage founders and entrepreneurs who want to feel less alone in the process, and learn from people who've been through the hard stuff.
2. The Entrepreneurs
What is it? The Entrepreneurs is a weekly podcast from Monocle Radio featuring in-depth interviews with founders, CEOs and business leaders from around the world, covering industries from fashion and design to hospitality and tech.
Why do we like it? It goes beyond the typical startup hustle narrative — guests are thoughtful, the questions are sharp, and the stories span genuinely unexpected corners of the business world. It's global, curious, and consistently well-produced.
Who is it for? Anyone with an interest in how businesses are built and run — particularly those drawn to independent brands, craft, and creative industries. It suits founders, marketers, and anyone who likes to stay culturally and commercially switched on.
3. Bring Your Product Idea to Life
What is it? Hosted by Vicki Weinberg, this podcast is dedicated to helping founders take a physical product from idea to market — covering manufacturing, sourcing, packaging and the realities of production.
Why do we like it? It's incredibly practical and specific to product-based businesses. Episodes get into the detail that most business podcasts skip over entirely.
Who is it for? Product founders at any stage — especially those navigating suppliers, sampling, or their first production run.
4. Story Slurp
What is it? A podcast that centres the human story behind the business. Less about tactics and more about the person — the pivots, the bold decisions, and the moments that shaped the founder.
Why do we like it? It gives space for the kind of storytelling that gets lost in strategy-heavy shows. Episodes feel personal and real.
Who is it for? Founders with a strong personal narrative or a brand born from a meaningful life experience.
5. Business Leader
What is it? A podcast from Business Leader magazine featuring founders, CEOs and senior leaders talking about growth, strategy and leadership across a broad range of sectors.
Why do we like it? It takes a more authoritative, leadership-focused angle — making it a good home for founders who've scaled hired or entered new markets and have strategic insights to share.
Who is it for? More established founders and business leaders who can speak to growth, team-building or market expansion.
6. Founded & Grounded
What is it? A podcast built around honest conversations with entrepreneurs — focusing on mindset, resilience and what it really takes to keep going when things get hard.
Why do we like it? It's grounded (as the name suggests) and refreshingly unspun. Guests talk about what tested them, not just what worked.
Who is it for? Founders who can speak openly about the emotional and psychological side of running a business.
7. Conversations of Inspiration
What is it? Hosted by Holly Tucker MBE, founder of Holly & Co, this podcast celebrates small business owners and creative entrepreneurs — with a focus on passion, purpose and perseverance.
Why do we like it? Holly is a champion of small business and it shows. The show has warmth and a genuine belief in the power of independent brands.
Who is it for? Mission-led founders with a strong backstory or a brand rooted in creativity and craft.
8. People Doing Things
What is it? A podcast spotlighting people who've built interesting businesses, often through unconventional routes or unexpected career shifts.
Why do we like it? It celebrates the non-linear path. If your road into eCommerce was anything but straightforward, this is where that story belongs.
Who is it for? Founders who came to their business from an unusual background or made a bold pivot to get here.
9. The Resilient Retail Game Plan
What is it? Hosted by retail expert Catherine Erdly, this podcast is focused squarely on helping product-based brands grow — covering retail strategy, margins, sell-through and what actually moves the needle.
Why do we like it? It's one of the few podcasts that gets genuinely specific about retail numbers and mechanics. Practical, no fluff.
Who is it for? Product brands selling online or in-store who can talk confidently about growth strategy and commercial performance.
10. The Small Business Sessions
What is it? A podcast sharing actionable advice for small business owners — covering everything from cash flow to launching new product lines and building customer loyalty.
Why do we like it? It's accessible and relevant. Episodes feel like a conversation with someone who gets the day-to-day reality of running a small business.
Who is it for? Small business owners who have a specific lesson or hard-won insight to share with others at a similar stage.
11. Let’s Talk Shop
What is it? Hosted by Therese Ortenblad, this podcast is for product-based brands looking to grow through wholesale and retail — exploring how to get picked up, work with buyers, and build lasting retailer relationships.
Why do we like it? It fills a real gap. Wholesale strategy is underserved in the podcast world, and this show handles it with genuine expertise.
Who is it for? Brands with wholesale ambitions or experience pitching to buyers and getting products into retail.
12. Building Your Brand
What is it? Hosted by designer and brand strategist Liz Mosley, this podcast helps small business owners and creative entrepreneurs grow a brand they're proud of — covering branding, marketing and founder mindset.
Why do we like it? It's thoughtful, creative and practical in equal measure. Liz brings real expertise without making it feel out of reach. (Our own founder Rosie Davies-Smith has been a guest!)
Who is it for? Design-led founders and brand builders who have something to say about marketing, visual identity or how they've grown their audience.
How to pitch yourself or your founder to a podcast
If you're exploring podcasts to pitch as a founder, here’s how to approach it strategically.
Do your research
Listen to at least two episodes. What themes come up often? Are they focused on mindset, marketing, funding or operations?
Pitch something that fits their format and their audience.
Lead with the hook
Don’t send a long backstory. Start with a strong hook. Here are a few examples to give you an idea:
We nearly shut down after our first product launch failed.
We grew from zero to seven figures with no paid ads.
I had to recall 5,000 units and it nearly wiped us out.
Make them curious.
Include a short bio and a 1-2 quotes on the angle you’re pitching to demonstrate your expertise and credibility.
Be human
They want the messy middle. The stock delays. The supplier issues. The burnout. The cash flow panic.
Tell the truth. That is what listeners remember.
Do not over-prepare
Have a few key points in your head, but don’t script them.
We recently had Anna Woods share her expert podcast insights for our PR Dispatch members. One big takeaway was:
“Don’t prep too much for podcasts. It makes it feel almost robotic. Once you start with a lot of notes, it’s hard to go off the notes.”
The words come from you and that’s really what matters. The best podcast episodes feel like real, human conversations, not rehearsed speeches.
Final thought
If you’re running a founder-led eCommerce brand in 2026, your story is one of your biggest assets.
Adding eCommerce podcast PR to your strategy can build authority, credibility and visibility.
Start listening, make a shortlist and craft a sharp pitch.
Then send it.
Make yourself seen and heard
At PR Dispatch, brands get access to a comprehensive media database, including founder-led eCommerce podcasts, live journo requests, email templates and expert support. Everything you need to pitch UK journalists and secure credible coverage.
👉 Watch our demo to learn more.