Sales grow. Contribution does not.
Compare product mix, discounting, returns, fulfilment and acquisition costs. A strong revenue total or reported return on ad spend can hide weaker economics.
For ecommerce businesses
Grow the sales that leave more behind.
More orders are useful when the economics support them. Connect what customers buy, what it costs to win and fulfil an order, and what remains for the business.
Whether you are working toward profitability, improving current returns or considering a new category or market, we help you choose what to fix, test and fund. The starting point is your store's commercial question, not a prescribed channel mix.
Discuss your ecommerce growthRecognise the situation
Find the constraint before buying more traffic.
Interest fails to become orders.
Separate traffic fit from offer clarity, delivery expectations and checkout friction. A conversion problem does not automatically call for a campaign change.
The next growth move is unclear.
Compare a new product, bundle, category or market with improving what already sells. Include customer demand, competitor offers, stock and cash requirements.
Build a useful picture
Follow the order. Understand the choice.
We agree the period, definitions and necessary access first. Expected reporting differences are separated from faults before the numbers guide investment.
What each sale can support
- Net sales after discounts and returns, with product, payment and variable fulfilment costs kept distinct.
- Contribution before and after acquisition, by product, offer or market where the evidence permits.
- New and returning customers, conversion and repeat-purchase timing—not an assumed lifetime value.
- Fixed overheads, stock availability and cash needs alongside the amount affordable for acquisition.
Why customers choose an alternative
- Customer needs and objections, search intent and the alternatives visible to a buyer.
- Competitor pricing, offers, delivery terms and messages—not guesses about their sales or profit.
- The journey from ad or search result through product page, checkout and the delivery promise.
- Which offer or journey change deserves a bounded test before committing more inventory or spend.
Contribution is not operating profit: fixed costs still need covering. Repeat-purchase and expansion forecasts remain conditional on stated assumptions. An observed change alone does not establish what caused it.
Useful outputs
A decision about what deserves the next investment.
The agreed scope selects the outputs your decision needs. A focused review need not become a full diagnostic.
Margin & acquisition view
See where sales leave useful contribution, what acquisition could cost and which cost or repeat-purchase assumptions still need checking.
Decide what to support, protect or investigatePrioritised opportunity plan
Compare product, offer, conversion and market opportunities against customer demand, competition, margin, stock and cash constraints.
Choose the next opportunity—not every opportunityBounded test brief
Specify the change, owner, comparison, budget limit and review point, including what would make the result inconclusive or stop further investment.
Give your team an actionable next stepChoose the relevant work
Start with the question—not every service.
Economics or acquisition?
Use demand & growth strategy to compare commercial options, or a paid-media review when account and campaign decisions need attention.
Unclear evidence or the next creative?
Use measurement to investigate unreliable reports, or creative strategy to turn buyer motivations and objections into briefs and tests.
To scope the work, discuss the business question and the availability of sales, cost, return and acquisition reports. Share no passwords or customer datasets in the enquiry. Secure access, fee, timing and implementation responsibilities are agreed before work; recommendations do not automatically include store development or asset production.
Start with your store
What needs to work better for growth to pay?
Tell us the decision you are facing. The initial enquiry is non-committing; we agree any paid work separately.