Shop With: Holly Cardew, building the shopping dream machine at Carted.

Introducing my Shop With series. Shopping secrets, city recs—from shoppers who are not me. You’ll see more of these.

Oh my goodness—so much to say about

Holly

. All good things of course because she is my boss after all!

Zara Wong

introduced her perfectly here, and now it’s my turn.

Holly Cardew, Founder and CEO of Carted (and an expert on the best places to eat).

Holly is the founder and CEO of Carted. She’s always been obsessed with shopping. Not the buying of things, but the way it ‘works’. Or in her mind—how it should work 100x better.

E-commerce has been in her veins since she quit college to start her first business. She launched five Shopify apps to make selling things more streamlined. More than 30,000 businesses use these on the regular. And then came the itch…

Lots of people were focused on making the selling journey better, but how many people were invested in the work of making the buying journey better? And not just retailers saying they want to make it better - so they can sell more stuff. A true, long-term, big picture commitment to making the shopper experience less frustrating and more joyful (even if it means sacrificing opportunities for more $$). That’s Holly, and Carted.

I could go on, but I won’t. Because we also want to know more about what Holly is actually buying.

Ok Holly, so what does shopping mean to you?

For me, shopping is about curation and access—knowing the best products, finding them and the thrill of uncovering hidden gems. It’s not just about buying things; for me it’s about discovery. And because I love traveling and experiencing different places, shopping is also a way to explore new places and people. It’s about seeing what locals care about, what’s trending, and how markets develop differently.

For me, shopping has to be fun! I love beautiful things and great design, whether it’s clothing, home goods, or even just clever packaging. I actually shop for all kinds of reasons—not just because I need something, but because I enjoy the experience of it.

How would you describe your shopping type? Are you impulsive, intentional, a collector, a minimalist. Has that evolved over time?

I’m a very particular shopper, and I’ve always been this way. Fabric composition and price matter a lot to me—not necessarily to find the cheapest option, but because I think the cost should align with the quality. I rarely buy polyester unless I really love it. Instead, I gravitate towards pieces that are 100% cotton, simple, and well-priced.

In my 20s I lived in multiple countries, so I never really became a collector. It wasn’t until I settled into my first home that I moved beyond living out of a couple of suitcases. Even now, I don’t just buy things on a whim. I think through every purchase. Do I already own something similar? Do I actually need this? What will I wear it with? And the most important question: Do I love it? If it’s not a strong yes, I know it’ll end up at the back of my closet after one wear, so I leave it behind. I also only buy things that I know that I will wear within the next three months. I never buy anything “for next Summer” as I know I may no longer like it.

When/where/how do you shop?

I love shopping in person—wandering through boutiques, feeling fabrics, and seeing products IRL. But I’ve found myself doing this less and less, especially in San Francisco, where in-store stock is often limited. So, I mostly shop online now. It usually starts at night in bed (isn’t that where all shopping happens?)

I typically shop alone, I find it therapeutic. If I need input I’ll usually get it from my sister or friends via a photo of me in a fitting room or by sending them my Carted list.

What are the last three things you actually bought?

1. Yellow latte cups from Mud

I’ve been collecting Mud pieces and expanding my collection over the past year, and I wanted something fun for my morning coffee. I make coffee at home every day, and since my entire collection is black and bone, I thought the yellow would be a nice pop of color.

2. A sheet set from IKEA

The IKEA sheets were a necessity for my SF place. I’ve bought them before—they’re 60% cotton and 40% lyocell, well-priced, and do the job. I’d love to splurge on something more luxurious like these from the Four Seasons collection, but for now, these are great.

3. The Complection set from Merit.

Okay, I was influenced. I’ve seen so many people using Merit, and even though I told myself I wouldn’t buy more beauty products until I ran out, I landed back in SF and decided to try it. I love my makeup sticks from Westman Atelier, but I was totally sucked in by Merit’s cute little bag - it’s such a smart idea. Honest opinion? It’s nice for a minimal “Sunday no-makeup makeup” look, but I still prefer Westman Atelier.

You’re surrounded by things to shop all day, everyday. How do you choose what you’ll buy? Do you have a shopping ‘process’?

I am constantly surrounded by shopping, so I’ve had to develop a process to filter through the noise. I keep multiple lists of things I love but don’t need immediately, I track prices (because they actually fluctuate way more than I expected), and pay attention to what stays on my list over time. If I still want something weeks or months later, it’s usually worth buying. If not I remove it from my list. I also think about versatility, how often I’ll use it and whether it fits into my life long-term. It’s all about being intentional. I really don’t want to have lots of stuff.

How many steps in your skincare routine?

I like to keep it pretty simple. A good double cleanse of Keihl’s, with moisturizer at night, and 50+ SPF sunscreen in the morning. I have been using Go-To. I am really trying to use all the other extra products in my beauty cabinet at the moment, so once a week I am either using a sheet mask or finishing up a mask from the different tubs I have. That includes the Kiehl's Rare Earth clay mask (highly recommend) or the Korres greek yoghurt mask.

Here’s what’s currently on my list.

Is there a piece of clothing you’ve bought and love and wear on repeat because it is steeped in beautiful memories?

I wouldn’t say this is an exact story, but more of how I’ve been dressing lately. I’m definitely a repeat wearer. With such limited time, I’ve streamlined my wardrobe to go-to pieces—jeans, a T-shirt, and a sweater—then I switch up my shoes to keep things interesting for myself! Right now, my most worn item is nothing fancy, just a wool sweater from COS. I take it with me at least three times a week, so it gets a serious workout. I’m always colder than anyone else in the room. I love wearing a sweater over my shoulders or even over my coat - it feels like an accessory but is also practical when I need an extra layer.

Tell me three items that are currently on your list to buy in the next 3 months and why?

I know what I need, but I haven’t found the exact pieces yet.

1. I’d love another pair of jeans or trousers. I’m always cold in SF, and I have these great trousers from Boss that I picked up at Nordstrom Rack one day - they fit perfectly. I’d love to find something similar, a little dressier than jeans but not a suit pant.

Shop Girl note: My pick for you Holly.

2. I need new runners. My Nike Flyknits have been worn to death. They literally have holes in them. Maybe New Balances, or the HOKAS but I’m still deciding. I got distracted and added all sorts to what was supposed to be my runners list!

3. Finally, a trench coat. Nothing too over the top in price (ideally under ~$350), but something classic that will last. It could be second-hand. I love a great trench for the in-between seasons, and I want something I can throw over my activewear that feels nicer than my black puffer jacket. Open to suggestions!

Shop Girl note: This Max Mara on Vestiaire looks amazing, or this has the perfect amount of detailing - or if you’re open to a shorter version I LOVE this, and under budget :)

What's the most unexpected item you've ever bought?

I was actually with you 👀 in NYC on a work trip, I had my heart set on the classic Chanel slingbacks - timeless and perfect for every occasion I could dream up. But then I also spotted another pair of their seasonal heels, and I couldn’t stop thinking about them. Dilemma. Buying two pairs of Chanel shoes in one day felt very indulgent, but I knew I’d regret passing up the seasonal pair. The sales associate at Bergdorf’s was incredibly lovely and helpful, so two pairs of Chanel shoes it was. To this day, I have zero regrets.

What's the one item in your closet/home/beauty cabinet you can't live without?

Definitely my Max Mara coat.

Shop Girl note: Tell the people, which one?

That’s like asking me to pick a favorite child! All of them. Maybe I have become a collector after all!

How much time per week do you think you spend browsing/researching/shopping (for yourself not work!)?

Gosh, probably way more than I realize, definitely hours! It usually starts with a random thought about something I’d like or need, whether I’m in bed on my laptop or scrolling Instagram for inspiration. Then the cycle begins. I start searching, but I get overwhelmed because I can’t find the right imagery, and the product pages often don’t have enough photos either. Before I know it, I’ve got multiple tabs open, and then the inevitable thought kicks in: “Ugh, I don’t have time for this. I’ll look on the weekend.” So, I end up adding a few things to my Carted lists, closing all my tabs, and moving on. Until the next night, ha!

We hear lots of stories about buyers' remorse? Do you ever have any guilt around shopping?

I rarely regret purchases because I’ve become very good at only buying something if I LOVE it. I don’t buy something if I just “like it”. I’m also VERY organized with my shopping. I love lists and plans. Can you tell ;) Having said all that, I do find myself feeling guilty if I buy something for a particular event or one-off wear. This doesn’t happen often but it did recently for the Taylor Swift concert. I fell prey to some sequins. I feel guilty because I’d bought an entirely plastic dress, but I sold it to a lovely Swiftie and at least it got another run at the Sydney concert :)

What does it look like inside Holly Cardew’s closet?

My closet is full of neutrals—think black, white, denim, browns, and navy in cotton, silk, linen, wool, and cashmere. I mostly wear gold jewellery, and while it might sound a little boring, I love that everything goes together, making getting dressed so much easier. That said, I do have a collection of summery printed dresses that I rarely wear but can’t bring myself to part with. Beautiful old faithfuls from Zimmermann and Scanlan Theodore. They’re the kind of pieces that come out for a wedding or special event, and I know I’ll always feel great in them.

Can you tell us about the product hunt? What’s involved when you’re hunting down something you really want to buy? Do you have a memorable story?

I’m definitely an intentional shopper. If I want something, I’ll take the time to hunt it down properly. Life’s too short (and there’s already too much waste in the world) to settle for things you don’t really want. I’d much rather save for the perfect item than buy something fast just to fill a gap.

For me, the process always starts with inspiration. I’ll look for imagery that shows how I can style the item, whether it’s something to wear or something for my home. Seeing it in context helps me decide if it’s truly something I love or just something I like in the moment. I start a lot of my discovery on Pinterest, Instagram or Google.

Once I know I want it, the next step is deciding if it’s ‘worth it’. I know that’s so subjective and something that’s hard to explain but I have my own mental math. I do splurge on pieces I love, but I also don’t believe in overpaying for something if I don’t have to. That’s when I add it to Carted because prices fluctuate a lot. I track it across multiple stores, keeping an eye on availability and price drops. Sometimes waiting a little longer means getting exactly what I want at a better price. Or not buying it at all.

How do your clothes make you feel? Why is style important to you?

I love beautiful things and for me style is more than just what I wear, it’s how I show up in the world. There’s something about putting on a great outfit and having my hair done that makes me feel more alive, more energized, and more like…myself. It’s not about following trends but about wearing pieces that feel intentional, that make me feel confident and put-together.

What do you think the future of shopping looks like?

Ha—great question! To talk about the future of shopping means understanding the different motivations that exist for all types of shoppers and the purchases they make.

So—for shoppers like myself (a shopping lover) the future of shopping will be about providing me with the tools to support rather than replace my shopping journey, in ways that feel intuitive and accessible in just the right moments. Shopping in the future will be deeply personal, frictionless, and joyful, but it will look different for me than it does for you.

How do we make this happen? Data—and lots of it—is at the heart of the solution. The future of shopping will be filled with tools that collect, synthesise, and present shoppers with data about the products they care about, in ways that feel tailored to their tastes, needs, and even moods.

There’s a lot of noise about AI taking over the entire shopping process, where people simply ask a chatbot what to buy and check out instantly. Yes, AI will play a role in making discovery easier but shopping isn’t just about finding products—it’s about exploration, inspiration, and decision-making. People don’t want to be told what to buy; they want smarter tools that help them make the best choices. AI can’t replace personal taste because our shopping habits evolve and motivations for buying change — and so future purchases are difficult to predict based on past purchases.

This topic is so BIG and I could talk in so much more detail of course ;)

Rapid Five

1. What city do you call home?

   I call Sydney home, though after spending the past 10+ years going back and forth to San Francisco, I like to think of it as my second home.

2. Favorite place to eat?

   Hard to name one! Rich Table (in San Francisco) or Dumpling Story on Fillmore street (I go 2-3x per week at the moment, ha!).

3. Favorite place to shop?

   Paris! Le Marais, Le Bon Marché, and Samaritaine Paris, Pont-Neuf to be more specific.

4. Favorite place to run/hike/pilates/yoga/dance/tennis

   Open in Los Angeles for yoga, breath work and meditation classes. One for pilates in Potts Point, Sydney. I am yet to find my SF favorite.

5. Favorite coffee (tea/matcha/milkshake)?

   Oat Cortardo in the US and Oat latte when in Sydney, no sugar.