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. They are one of the best ways to tell your story in your own words.
Other founders want to hear how you handled the hard stuff. They want to know what worked and what did not. It helps them learn, and it helps them feel less alone.
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
Hosted by Anna Wood, this podcast shares honest founder stories across different sectors. It is a good fit if you can talk openly about lessons learned, turning points, and what building a business has really looked like behind the scenes. They value story as much as strategy.
2. Building Your Brand
This one focuses on branding, positioning, and marketing. If you have built a strong brand identity or grown through community, content, or clever messaging, this is a great place to share how you did it and what you would repeat.
3. Bring Your Product Idea to Life
Hosted by Vicki Weinberg, this podcast is ideal for product-based founders. It covers manufacturing, sourcing, and the reality of launching physical products. If you have stories about suppliers, sampling mistakes or first production runs, pitch those.
4. Story Slurp
This show leans into the story behind the business. It is less about tactics and more about the person. If your founder journey has strong personal moments, pivots, or bold decisions, this is where to share them.
5. Business Leader
A broader business audience, often featuring founders and senior leaders. If you have scaled, hired a team, raised funding or entered new markets, you can pitch from a leadership angle rather than just product.
6. Founded & Grounded
This podcast focuses on real conversations with entrepreneurs. It is a good space to talk about mindset, resilience, and what keeps you steady when things feel unstable. Be ready to share what has tested you.
7. Conversations of Inspiration
Hosted by Holly Tucker, this show highlights founder journeys and grit. It works well if you have a strong backstory, a mission-led brand, or a clear moment where you had to push through doubt or setbacks.
8. People Doing Things
This podcast shines a light on people building interesting businesses. It is a good fit if your story includes an unusual route into eCommerce or a bold career shift before launching your brand.
9. The Resilient Retail Game Plan
Perfect for product brands selling online or in-store. Hosted by small business retail expert Catherine Erdly, this podcast puts the spotlight on retail growth, strategy and practical steps. If you can talk numbers, margins, sell-through, or what moved the needle, pitch that.
10. The Small Business Sessions
This one shares practical advice for small business owners. It is ideal if you can break down a specific lesson, such as improving cash flow, launching a new product line or building a loyal customer base.
11. Let’s Talk Shop
This podcast is for product-based brands looking to grow through wholesale and retail. Hosted by Therese Ortenblad, it focuses on how retail really works. Brands with stories about working with buyers, getting products picked up, or building strong retailer relationships are a great fit to pitch.
12. Building Your Brand
A podcast for small business owners and creative entrepreneurs who want to grow a brand they love. Hosted by Liz Mosley, it dives into branding, marketing, and founder stories, sharing practical tips and honest lessons to help you confidently promote your business. Perfect for brands with unique stories, design-led products or marketing insights to share. Our PR Dispatch founder, Rosie Davies-Smith, has previously been a guest; check out the episode here.
How to pitch yourself or your founder to a podcast
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 good stuff
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 are a founder-led eCommerce brand in 2026, your story is one of your biggest assets.
Start listening, make a shortlist and craft a sharp pitch.
Then send it.
Make yourself seen and heard
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