Eugene Chew is the Global Chief Operating Officer at BikesOnline.com, a leading direct-to-consumer cycling retailer in the U.S. and Australia and the exclusive distributor of Polygon and Superior bikes. From the early days of the internet to scaling a global Ecommerce operation, Eugene has built a career at the intersection of creativity, data, and operational excellence. Before joining BikesOnline, he led digital transformation as Chief Digital Officer at J. Walter Thompson (WPP) and served as Greater China Regional Head at Lion (Kirin). At BikesOnline, Eugene and his team are redefining what it means to sell complex, logistics-heavy products online. From solving “dirty freight” challenges to perfecting the post-purchase experience, he’s proving that operational rigor and creative problem-solving can turn friction into a competitive moat. Beyond Ecommerce, Eugene is also an avid cyclist, gardener, and tea enthusiast — running Tea Urchin, his aged tea business that reflects his love for craftsmanship and detail. Whether you’re scaling a DTC brand, optimizing supply chains, or navigating global expansion with a lean team, Eugene offers an inside look at how to balance creativity, data, and discipline to build a sustainable business that lasts. This episode also mentions insights from Izzy Rosenzweig of Portless on rethinking global fulfillment, and Kyle Hency of GoodDay Software on building better systems for modern Shopify brands. In This Conversation We Discuss: [00:38] Intro [01:36] Naming a brand that stands the test of time [02:09] Predicting automation in ad buying early on [05:01] Learning innovation from China’s all-in-one model [06:01] Balancing innovation with Western logistics limits [08:55] Recognizing the shift toward direct brand work [10:12] Shifting from service work to physical operations [11:50] Managing cash flow under market uncertainty [12:31] Stay updated with new episodes [12:41] Helping founders scale beyond day-to-day ops [13:27] Finding opportunity in a pandemic-era pivot [14:01] Designing packaging that simplifies assembly [15:30] Diversifying suppliers to reduce risk exposure [17:48] Protecting margins from tariff and fraud risks [19:01] Choosing Shopify for flexibility and speed [22:36] Hiring agencies to guide complex migrations [25:05] Training teams before adding new integrations [27:18] Episode Sponsors: Electric Eye & Heatmap [29:59] Partnering with experts where specialization wins [31:58] Gaining perspective from cross-industry learnings [34:27] Avoiding costly trial-and-error learning [36:34] Prioritizing projects with impact and simplicity [41:20] Managing cost challenges in global logistics [44:50] Preparing for tariffs with flexible strategies Resources: Subscribe to Honest Ecommerce on Youtube Premium bikes at unbeatable prices, direct from manufacturers bikesonline.com/ Follow Eugene Chew linkedin.com/in/eugenechew Mentioned episode with Izzy Rosenzweig of Portless: www.youtube.com/watch?v=XpbeHvv3_1Q Mentioned episode with Kyle Hency of GoodDay Software: www.youtube.com/watch?v=UQNsUfgl9E4 Schedule an intro call with one of our experts electriceye.io/connect Clear, real-time data built for ecommerce optimization heatmap.com/honest If you’re enjoying the show, we’d love it if you left Honest Ecommerce a review on Apple Podcasts . It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!
