Why subscribe?

We work with leading eCommerce brands and share our in-depth knowledge and experience through our Substack. We focus on organic growth strategies that help brands reduce their reliance on paid media.

We cover SEO, PR, and CRM and explore related areas, including technology, LLMs, marketing, and data analysis.

All free knowledge, no sales.

About Sam

Sam’s worked in SEO for over 10 years, starting at a startup agency before moving in-house at MADE.com to lead their international SEO efforts.

During his time at MADE.com, he grew their non-brand SEO revenue by over £20m in under 2 years. In 2019, he left MADE.com to set up NOVOS with his business partner Antonio.

While this profile appears under Sam’s name, the published content reflects our team's knowledge and insights.

About NOVOS

NOVOS started as an SEO-only agency for eCommerce brands. At the time, our niche and USP were our platform knowledge across Salesforce, Shopify, Magento, Big Commerce, WooCommerce, and headless platforms, including advanced Javascript frameworks like React and Angular.

As the technology behind eCommerce matured, we broadened our services to include digital PR. The niche combination of Digital PR and SEO for e-commerce brands helped us scale to a team of 45 in under 3 years.

In 2022, NOVOS was sold to the staff in employee ownership with a trust (EOT) model.

Since 2025, our new NOVOS 2.0 vision has expanded our organic services to include CRM and Traditional PR while adding specialised SEO expertise for TikTok and Pinterest.

Though our service offerings have grown to cover more ‘organic channels’, our core purpose and identity remain unchanged from day one:

We’re the first organic growth agency for eCommerce brands. We build healthier, long-term brands by reducing reliance on paid media through SEO, CRM, and PR.

Join us on this journey as the industry evolves through the age of AI, bringing new challenges and opportunities for brands, Google, and the wider eCommerce landscape.