# It's Not Digital, It's Just Retail with Freedom's Paula Mitchell | #624

Page: https://stenobird.com/podcast/add-to-cart-australia-s-ecommerce-show-980880/it-s-not-digital-it-s-just-retail-with-freedom-s-paula-mitchell-624
Text version: https://stenobird.com/podcast/add-to-cart-australia-s-ecommerce-show-980880/it-s-not-digital-it-s-just-retail-with-freedom-s-paula-mitchell-624.md
Podcast: [Add To Cart: Australia’s eCommerce Show](https://stenobird.com/podcast/add-to-cart-australia-s-ecommerce-show-980880)
Published: 2026-05-10T19:00:00+00:00
Episode link: https://www.buzzsprout.com/2521371/episodes/19149329-it-s-not-digital-it-s-just-retail-with-freedom-s-paula-mitchell-624.mp3
Audio file: https://www.buzzsprout.com/2521371/episodes/19149329-it-s-not-digital-it-s-just-retail-with-freedom-s-paula-mitchell-624.mp3
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JSON: https://stenobird.com/v1/public/podcasts/add-to-cart-australia-s-ecommerce-show-980880/episodes/it-s-not-digital-it-s-just-retail-with-freedom-s-paula-mitchell-624
Duration seconds: 4059

## Resource

The whole ecommerce industry is racing to ship faster. Paula Mitchell thinks that's the wrong race. Paula came to that view the hard way. After building ecommerce at Rebel Sport, Dan Murphy's and General Pants across 25 years, she joined Freedom as Digital GM and spent the first few months driving home wondering what she'd walked into. Furniture is not fashion. Made-to-order lead times run 12 to 16 weeks. Customers plan their lives around delivery windows. A $10,000 sofa carries emotional wei...

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## Transcript

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