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Do You Want Help in Your Store to ...

Drive Growth, Improve Finances and Build a Team?

Hi, I’m Toby — a traditional business coach who specialises in helping e-commerce store owners build their business. I work with founders to increase sales, improve financial control, and build teams and systems that support long-term growth.

I offer two clear pathways depending on where your store is at.

For early-stage stores, the 90-Day E-Com Kick-Start Academy is designed to help you build momentum and consistent sales. For more established stores ready to scale, I offer one-on-one coaching, working directly with you and your team to drive growth, improve cash and profit, and get your time back.

Explore the programs below to find the best fit for your business.

KICK-START ACADEMY
ONE-2-ONE COACHING

Free Workshop

How to Scale to 6 Figure Months & Beyond

The 9 Step Roadmap to E-Com Success

If you’re running an e-com store and things feel harder than they should, then this workshop will give you the steps to take the business to the next level. In this workshop, I walk you through the 9-step roadmap I use when working one-on-one with e-com business owners to help them scale sales, improve profit and cashflow, and build a team. Click below to access the workshop

ACCESS THE WORKSHOP

Our Programs

THE 90-Day E-COM

Kick-Start Academy

Helping early-stage stores build consistent monthly sales

You’ve built your store and invested in products and marketing — but sales still aren’t coming in consistently. You’re not alone. Most new e-commerce owners hit this exact roadblock.

The 90-Day E-Com KickStart Academy gives you the training, coaching, and community support you need to build momentum and create consistent store sales.

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THE E-COM

One-On-One Coaching Program

Hands-On Help to Scale Sales, Improve Finances & Build Your Team

 So you’ve got some sales moving through your store, and you’ve started to build your team, but things just aren’t moving fast enough. There never seems to be enough money, you’re struggling.

This program is designed to give you the hands-on help to implement the fundamental principles into your e-commerce business to drive your growth, improve your financials and build your team.

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The E-Commerce Coach

Not Your Usual Business Coach

Hi, I’m Toby Hollington. I am the e-commerce coach. I’ve spent a lifetime (yes, I’m getting old) coaching, consulting, and mentoring e-commerce business owners. No matter what the latest e-commerce consultant promises you on social media, there is no magic strategy or quick fix to creating a successful e-commerce business.

I’ve seen firsthand that success in e-commerce stems from a mix of setting up the right foundation and working hard with your team to make it happen. I roll up my sleeves and work hands-on with you and your team to implement the fundamental business principles into your e-commerce business to give you the foundation for success.

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I’m an Accountant with a Personality

First of all, I’m an accountant with a personality (I know, hard to believe). Your coaching starts and ends with the numbers. It’s about improving your profit and getting you more money, not just about making you feel good.

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Specialised Consultant in E-Commerce

I’ve specialised my coaching, consulting and mentoring in e-commerce. This has allowed me to dive deep into the strategies needed to grow a successful e-commerce brand, and I’ve helped many grow to 6- or 7-figure months.

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Coaching Businesses Since Coaching Began

I’ve worked with hundreds of business owners over my lifetime of coaching. No one knew what a coach was when I started! I’ve helped many businesses grow and build strong teams, and I can do the same for your e-commerce business.

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I Give You Hands-On Support

And I don’t just tell you what to do and then disappear. On my one-to-one coaching program I work with you on your business. I roll my sleeves up and give you hands-on support to implement the changes needed to grow your e-commerce business.

Your Consultant

Meet Toby Hollington

Toby Hollington is the e-commerce consultant and business coach. He is a highly experienced business coach and accountant who specialises in working with e-commerce brands.
Toby Hollington

Hi, if we haven’t met already, my name is Toby. I am the e-commerce business coach.

I’m known as the blind accountant with the English accent! All of that is true. Although, I don’t like to admit I’m an accountant in public!

I got out of working in an accounting firm many years ago, though, and decided to use my skills to coach, mentor and consult one-on-one with business owners.

I started coaching before most business owners even knew what it was (yes, I’m getting old). That might be why I’m going blind!

The blindness comes from my genes. I am legally blind, although I can still see what I need too (or as some people say – selective seeing!). But who doesn’t want a blind accountant!

I am English too, hence the English accent, and I don’t mind telling people that, unless the Ashes are on.

All these things have shaped who I am and what I’ve learnt.

I’m now laser focused on working with e-commerce businesses and using my knowledge and years of coaching to help e-commerce stores to grow to 6- or 7- figure months.

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TESTIMONIALS

What our clients say

I have been working with Toby from E-Comm Business coaching for over 10 years. He helped us get the courage to go into business and has been instrumental in helping us with personal and business growth. Toby is very good with financial coaching and ensuring you measure the key numbers and also with the soft people side, helping us understand and manage ourselves and our team. He is also very good with marketing and is always up with the latest innovations and trends.
Kate Henderson____ Elysium Hair
Kate Henderson
Receiving business coaching from Toby has been one of the greatest opportunities provided to me professionally. Toby has played an integral part in developing my role, building my team and further developing my skill set. Toby's ongoing support has been second to none. Highly recommended.
Stevie Kirk____ Eco Superfoods
Stevie Kirk
When we first enlisted the help of Toby, I thought we were doomed, and it would be easier to declare bankruptcy. It did not take long to build a fantastic working relationship with Toby. His straightforward approach, mixed with a great sense of humour really helped. We started running our businesses, opposed to our businesses running us! Over time the cash flow problems that once plagued us, gradually became a distant memory. We were approached with the opportunity to sell both of our shops with an offer just to good to refuse.
Barry Monczko____ Shaver Shop
Barry Monczko
Toby has been an absolute asset to our business. He has helped us implement invaluable software, systems and procedures to assist with the company’s growth. He has helped us employ a fantastic team which has made all the difference to operations and also made running our business a lot more enjoyable. He has helped improve our marketing, and since working with Toby we have been growing strong and look forward to our biggest year yet. Toby is a great guy and it’s been a pleasure working with him.
Elyse Hickey____ Highlife Homes
Elyse Hickey
Toby has been coaching me now for around 7 years. I have learned so much from Toby, he is a wealth of information, it’s like he has read every business and personal development book ever written, and has consolidated that knowledge into the key things you really need to know. Toby’s insights on understanding people, and how to deal with a customer or staff member who has a grievance, have proved invaluable to me. Thanks Toby!!
Melanie Wear____ Wear Advisory
Melanie Wear
Toby has changed my business, and well, my life.He has helped me create systems and policies for my staff, assisted with training them, helped with internet marketing and just about everything across the board with my business he has helped in improving.
Emilly Hadrill____ Hair & Extensions
Emilly Hadrill
We've been working with Toby now for several years. His knowledge and assistance on how to grow our business has been excellent. His support has helped us grow our business and we have learnt a great deal from his advise. We highly recommend Toby for all your business coaching needs.
James Home Services____ Haydn Miller
James Home Services
We’ve worked with Toby for several years and find him caring, patient and knowledgeable. He is our rock when business becomes very overwhelming or stressful and realigns our focus. Toby is part of our team!
Alyson Hourigan____ Black Belt Plus
Alyson Hourigan
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Training and Support

2025 E-Commerce Kickstart Blueprint

The holiday season has come and gone, and 2025 is here! It’s time to roll up our sleeves, get back to work, and set the stage for an incredible year in e-commerce. Whether you’re just starting out or looking to

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Actionable Tips for Building a Homepage that Sells

In this training, I’ll walk you through the essential elements your e-commerce store’s homepage needs to maximize sales and keep visitors engaged.
Your homepage is the digital storefront of your business—it’s your first impression, so it needs the perfect

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