Digital Marketing for E-commerce
E-commerce is the one sector where marketing performance is unambiguous — every pound in maps to revenue out. That clarity is also the trap: stores optimise to ROAS, scale campaigns that look profitable, and discover their contribution margin after shipping, returns and cost of goods is negative. Profitable growth means knowing what a customer is worth over their lifetime, not what today's order was worth.
Get a quoteWhere the budget leaks
Optimising to ROAS instead of margin
A 4x ROAS can lose money once COGS, shipping and returns are counted. Campaigns need to be judged on contribution margin, not revenue.
Product feed neglected
Shopping performance is mostly feed quality — titles, attributes, imagery. Most stores upload a default feed and never optimise it.
Email left to broadcasts
Abandoned cart, browse abandonment, post-purchase and win-back flows out-earn campaign sends many times over, and most stores run none of them.
All budget on acquisition
Repeat customers cost a fraction of new ones. Stores spending everything on acquisition while ignoring retention cap their own growth.
What we run
Feed optimisation
Product titles, attributes and imagery structured for Shopping performance.
Margin-aware bidding
Campaigns targeted on contribution margin with product-level profitability feeding the bids.
Lifecycle email flows
Abandoned cart, browse abandonment, post-purchase and win-back automation.
Paid social creative testing
Structured creative iteration — the main performance lever on Meta and TikTok.
Server-side tracking
Conversion data that survives ad blockers and privacy settings, so bidding stays accurate.
Retention and LTV
Subscription, loyalty and replenishment programmes that raise what a customer is worth.
Platforms we run campaigns on
Questions
What ROAS should we target?
ROAS alone is the wrong target. What matters is contribution margin after cost of goods, shipping, payment fees and returns. Some stores are profitable at 2x and some lose money at 5x — the break-even number depends on your margins, and campaigns should be optimised to that, not a benchmark.
Which channel works best for e-commerce?
Google Shopping usually captures existing demand most efficiently, paid social creates demand for products people were not searching for, and email produces the highest return of all because it sells to people who already bought. Most stores need all three, weighted to their category.
Why is email so important if it feels outdated?
Because it sells to people who already engaged with you, at effectively zero marginal cost. Abandoned cart and post-purchase flows typically produce a disproportionate share of revenue for a fraction of paid spend — and they run automatically once built.
Let's scope your build
Tell us what the site needs to do. You get a fixed-scope proposal with deliverables and timeline written down before anything starts.
Let's Talk