Ad spend rose, profit didn’t.
What we did
- Restructured campaigns by intent
- Negative-keyword + bid hygiene
- Aligned listings + A+ content
Result Lower ACoS while holding sales, more profitable spend.
E-commerce
E-commerce Marketing
Full-funnel growth for online stores: more traffic, higher conversion, and bigger average order.
What it is
Traffic is easy. Profitable orders are the job.
We run e-commerce like a P&L, not a vanity dashboard. From acquisition to checkout to repeat purchase, we tune every step so more of your traffic turns into orders, and more of those orders come back.
Core services include
- Paid and organic acquisition across Google, Meta, and TikTok
- Product and category page SEO
- Conversion rate optimization across the funnel
- Email and SMS flows for revenue and retention
- Shopping feed and campaign management
- Analytics, attribution, and profit tracking
Definition
What is E-commerce Marketing?
E-commerce marketing is the practice of driving qualified shoppers to an online store and turning them into repeat buyers across the full purchase journey. It combines traffic acquisition, on-site conversion, and retention tactics to grow total revenue rather than any single channel in isolation.
How it works
It works by mapping every stage of the funnel and improving each one in sequence: paid and organic channels bring in shoppers, product pages and checkout are optimized to convert them, and email, retargeting, and post-purchase flows bring them back to buy again.
Who it’s for
For online retailers and DTC brands selling physical or digital products who want three things to move together: more qualified traffic, a higher conversion rate, and a bigger average order value that compounds into higher total revenue and stronger repeat-purchase rates.
In practice
A home-goods store running promising ad campaigns but leaking sales at checkout: the store restructures product pages, adds cart-abandonment and post-purchase email flows, and introduces bundle offers, so more of the same traffic converts and each order carries more items.
Who it's built for.
- Spend on ads but can't tell what's profitable
- Have traffic that doesn't convert
- Lean on one channel and need to diversify
- Want repeat revenue, not just first orders
See if E-commerce Marketing is the right move for your team.
Request a free quoteSee it in action
From first visit to second order.
Your Brand · Storefront P&LFunnel · last 30 days
Sessions41,208
Added to cart4,690 · 11.4% +2.1 pts
Checkout started · shipping shown upfront2,955 +11%
Orders1,405 · 3.41% CVR was 2.62%
AVG ORDER VALUE
$71.40
+$9.10 · bundles
REV / SESSION
$2.43
was $1.79
REPEAT RATE
27%
+6 pts · post-purchase
Illustrative example, styled to show the kind of output we deliver.
Selected work
Representative engagements.
Profitable e-commerce and marketplace growth, driven by a clean product feed.
ROAS slipped as they scaled.
What we did
- Fixed the product feed
- Split Shopping by margin + intent
- Added retargeting
Result Recovered ROAS at higher spend with a cleaner feed.
Examples are anonymized to honor client NDAs and edited to illustrate typical scope, outcomes vary by market, budget, and starting point.
How & why it works
We run your store as a P&L, not a dashboard.
Revenue in a store is arithmetic: sessions x conversion rate x average order value, minus what it cost to acquire the order and keep the customer. We instrument every one of those terms, then move the ones with the most margin left in them, and let contribution margin, not clicks, decide where the next dollar goes.
- Model the unit economics firstBefore spend changes, we build the contribution-margin model per SKU and per channel: AOV, COGS, shipping, payment fees, discount rate, return rate, and blended vs. new-customer CAC. That sets the real profit-based ROAS target (break-even ROAS = 1 / gross margin) so we optimize to margin, not to platform-reported ROAS.
- Fix attribution and the data layerWe reconcile the three numbers that never match, ad-platform, GA4, and the actual orders in Shopify/Woo, using server-side tracking (GA4 + Meta CAPI/Conversions API), UTM hygiene, and enhanced conversions. Decisions run off a post-purchase survey and a marketing-efficiency ratio (blended MER), not last-click, so we stop double-counting the same sale across channels.
- Separate prospecting from retention spendAcquisition and retargeting run on different budgets and different KPIs: prospecting is judged on new-customer CAC and first-order contribution margin; retargeting and email/SMS flows (welcome, abandoned-checkout, browse-abandon, post-purchase, winback) are judged on incremental lift, not the revenue they'd have earned anyway. This stops retargeting from taking credit for organic repeat buyers.
- Widen the funnel where the math says toWe attack whichever term is cheapest to move: merchandising and PDP/checkout friction for conversion rate; bundles, volume tiers, free-shipping thresholds, and post-purchase upsells for AOV; and a subscribe/replenish or lifecycle cadence for repeat rate. Each change ships as a tracked experiment against a holdout so we only keep lifts that survive.
- Reallocate weekly on cohort paybackWe watch new-customer LTV by cohort against CAC and the payback window (how many weeks until a cohort repays its acquisition cost). Budget shifts toward channels and SKUs whose cohorts pay back fastest and repeat most, so scaling compounds instead of just buying more one-time first orders.
Worked exampleA direct-to-consumer skincare brand doing about $180k/month at a blended 2.4x ROAS, convinced it had hit a ceiling.
- Rebuilt the model on gross margin (~62%): true break-even was ~1.6x ROAS, so much of the 'unprofitable' scaling headroom was actually profitable once fees, returns, and COGS were counted properly
- Moved retargeting to an incrementality test with a holdout; ~30% of retargeting revenue was non-incremental, and that budget was shifted into prospecting and a rebuilt abandoned-checkout + post-purchase email/SMS flow
- Added a free-shipping threshold just above current AOV plus a one-click post-purchase upsell, lifting AOV from ~$58 to ~$67
- Over two quarters, repeat-purchase rate rose from ~19% to ~26% and blended MER improved from 2.4x to ~3.1x, without increasing total ad spend
Why it works
Most stores optimize the metric the ad platform hands them (in-platform ROAS on last click), which quietly rewards spend that harvests demand you already had and hides the true cost of a new customer. When you optimize to contribution margin and cohort payback instead, every dollar is judged on the profit and the repeat behavior it actually creates, so acquisition and retention reinforce each other, LTV rises faster than CAC, and the same traffic funds its own growth. It compounds because a customer acquired profitably and brought back through owned channels (email/SMS) costs almost nothing to sell to the second and third time.
FAQ
Questions, answered.
We work natively on Shopify and Shopify Plus, WooCommerce, BigCommerce, and Adobe Commerce (formerly Magento Commerce), and we do not require a replatform to start. We run growth on top of your current stack, plugging into your existing checkout, product feed, and email tool. If we find a conversion blocker in the theme or checkout, we scope that fix separately so it never holds up the marketing work.
We treat traffic, conversion, and order value as three separate levers and work all of them. On conversion we run structured tests on product pages, cart, and checkout, fix page speed and mobile friction, and tighten the path to purchase. On AOV we build the merchandising mechanics: bundles, volume tiers, free-shipping thresholds, and post-purchase upsells. For example, setting a free-shipping threshold just above your current average order value and pairing it with a relevant cart add-on is a common way to pull AOV up without discounting margin.
The feed is the engine of Shopping and Performance Max, so we manage it directly rather than leaving it on autopilot. We clean titles, attributes, and GTINs, fix disapprovals in Merchant Center, and segment products by margin and intent so spend flows to what actually makes money. For example, we will split your best-margin SKUs out of a single catch-all Performance Max campaign so winners are not subsidizing low-margin or out-of-stock products.
We build and run them. That means setting up and writing the core automated flows (welcome, abandoned cart and checkout, browse abandonment, post-purchase, and winback) plus the ongoing campaign and promo calendar in tools like Klaviyo. We also manage list segmentation and deliverability, and we report owned-channel revenue as its own line so you can see what email and SMS contribute versus paid.
We anchor on blended metrics tied to the business: total revenue, blended ROAS or MER, contribution margin, and new-versus-returning customer revenue, not just last-click numbers inside ad platforms. We set up clean tracking with GA4 and server-side tagging where it helps accuracy, and we reconcile platform-reported numbers against your actual store revenue. You get a regular reporting cadence that ties spend and channel activity back to orders and profit.
Let’s make it measurable.