Discount dependency
Sales only move during promotions, and full-price selling has quietly stopped.
Online retail
E-commerce growth measured after the discount
Traffic, conversion and repeat purchase handled as one system — with contribution margin, not gross revenue, as the number we optimise.
Engagement snapshot
- Best for
- D2C brands & online stores
- Platforms
- Shopify, WooCommerce, Magento
- Focus
- Acquisition + retention
- Measured on
- Contribution margin, repeat rate
Overview
Revenue growth that costs more than it earns is not growth
It is straightforward to grow e-commerce revenue: discount harder and spend more. It is much harder to grow revenue while keeping contribution margin intact, and that is the only version worth building a business on.
We work across the three levers that decide e-commerce profitability. Acquisition efficiency, which is a creative and channel problem. Conversion rate, which is a product page, pricing and checkout problem. And repeat purchase, which is a lifecycle and product problem — and by far the cheapest of the three to improve.
Most stores we audit are under-invested in the third. A brand acquiring customers at a loss on first order can be perfectly healthy if the second order arrives; the same brand without lifecycle marketing is just burning money efficiently.
What you get
- Margin-aware targets — ROAS goals set from your actual product margins.
- Less discount dependence — conversion improvements that do not require cutting price.
- Higher repeat rate — lifecycle flows that make the second order the default.
- Cleaner product data — which improves every paid and organic channel at once.
- Cohort visibility — you can see whether this month's customers are worth more than last month's.
Problems we solve
The situations that usually bring clients here
Checkout abandonment
Traffic reaches the cart and leaves at shipping cost or payment step.
No second purchase
Acquisition cost is never recovered because customers buy once and disappear.
Weak product pages
Thin descriptions and poor imagery leave every objection unanswered.
Our process
Research → Strategy → Implementation → Optimisation → Reporting → Growth
Six stages, run in order, with a clear owner and a defined output at each one.
Research
Store analytics audit, funnel drop-off analysis, margin review and customer cohort behaviour.
Strategy
Acquisition targets by product line, conversion priorities and a lifecycle programme design.
Implementation
Campaign builds, product page rewrites, feed fixes and email or WhatsApp flow setup.
Optimisation
Weekly media optimisation plus a running CRO test queue on high-traffic templates.
Reporting
Contribution margin, repeat rate, blended ROAS and cohort payback by acquisition month.
Growth
Expand to new channels and marketplaces once unit economics on the core store hold.
Services included
What the engagement covers
Paid acquisition
Google, Meta and Shopping campaigns managed to a margin-aware ROAS target.
E-commerce SEO
Category and product page optimisation, structured data and faceted navigation control.
Product page conversion
Copy, imagery, reviews, comparison content and objection handling that lifts add-to-cart rate.
Lifecycle marketing
Welcome, abandonment, replenishment and win-back flows across email and WhatsApp.
Feed management
Merchant Center and catalogue data cleaned so Shopping and dynamic ads perform.
Profitability reporting
Contribution margin by product, channel and cohort in one dashboard.
Tools & platforms
The stack we work in
We use the platforms your team already knows, configured properly, with access shared from day one.
Shopify
WooCommerce
Magento
Google Merchant Center
Meta Catalogue
Klaviyo
GA4
Hotjar / Clarity
Judge.me / Loox reviews
Looker Studio
Sample case study
Fixing the second order
- Objective
- Improve profitability without reducing acquisition volume.
- Strategy
- Rebuilt six lifecycle flows, added replenishment timing by product, rewrote the top 30 product pages and set margin-tiered ROAS targets in Shopping.
+64%Repeat rate
+38%AOV
+120%Contribution
-16%Discount depth
Illustrative sample based on typical project patterns, not a named client account.
FAQs
E-commerce Marketing questions, answered
It depends entirely on gross margin. A brand at 70% margin can profit at 2.0X; one at 30% cannot survive below 4.0X. We calculate your break-even ROAS first and set targets above it — anyone quoting a universal number is guessing.
Usually both, with different roles. Marketplaces provide discovery and volume; your own store provides margin and customer data. The mistake is treating one as a copy of the other.
For most stores it is the highest-return work available, because you have already paid to acquire those customers. Well-built flows typically contribute 20 to 30 percent of revenue at a fraction of the acquisition cost.
We work within your theme first. A rebuild is only worth it when the template itself blocks conversion improvements or fails Core Web Vitals badly enough to affect rankings.
We brief and direct it, produce copy and lifestyle-style creative, and can coordinate photography partners. Product imagery is usually the cheapest conversion improvement available.
Net of returns, always. Reporting gross sales in a category with 20 percent returns produces decisions that lose money.
Related services
Often combined with
Performance Marketing
Paid acquisition run against CAC and ROAS targets rather than impression counts.
Explore serviceSEO Services
Technical, content and authority work that builds durable organic visibility.
Explore serviceConversion Rate Optimisation
Research and testing that lifts revenue from the traffic you already have.
Explore serviceReady to grow your business?
Tell us your goal and we will map the fastest realistic route to it — channels, budget split, timelines and the numbers we will hold ourselves to.