eCommerce Marketing
eCommerce Marketing Built Around Revenue, Not Channel Reports
Search, paid media, shopping, social, email and conversion run as one plan against one number. We are the growth team for online retailers who are tired of four vendors each claiming credit for the same order.
- Full-funnel: acquisition, conversion and retention in one strategy
- Measured on blended CAC and contribution, not platform-reported ROAS
- Named specialists per channel, one strategist who owns the outcome
6.7x
Median blended ROAS
Across managed paid accounts
+142%
Average revenue growth
Against pre-engagement baseline
-31%
Average CAC reduction
Where retention work was in scope
$48M+
GMV managed
Across all live accounts
The Problem
The eCommerce marketing challenge
Most stores do not have a channel problem. They have a system problem — six channels each optimised for their own metric, with nobody accountable for the number that pays the bills.
Every channel claims the same order
Google reports it, Meta reports it, Klaviyo reports it. Add the dashboards together and you are doing three times your actual revenue — so nobody can say what to fund next month.
Rising acquisition costs, flat conversion
CPCs go up every year. If the site converts the same, growth costs more each quarter until the maths stops working. Most brands respond by buying more traffic.
Channels run in isolation
The SEO plan targets keywords the paid team already owns cheaply. The email programme does not know what people browsed. Each channel is optimised, the system is not.
All acquisition, no retention
Budget goes to finding new customers in a category where the second and third order is where the margin lives. LTV never gets high enough to justify the CAC.
Tracking that quietly broke
iOS changes, consent mode, a theme update that dropped a tag. Decisions get made on numbers nobody has validated in eighteen months.
Optimised for ROAS, not profit
Campaigns tuned to a platform metric that ignores margin, shipping and returns. The best-performing campaign is often the one selling your worst-margin product.
What We Do
Our eCommerce marketing services
Eight disciplines, one plan. Four of them have dedicated pages if you already know which one you are shopping for.
eCommerce SEO
Category, collection and product pages built around real search demand, plus the technical work that lets them rank.
Paid Advertising
Google, Meta, Microsoft and Amazon managed against contribution margin, with campaign structures that scale without losing efficiency.
Google Shopping
Feed quality, product segmentation, Performance Max governance and bidding built around SKU-level profitability.
Social Media Advertising
Meta, TikTok and Pinterest run as a creative testing system rather than a set of boosted posts. Creative volume is the lever, not bid tweaks.
Email & Retention Marketing
Lifecycle flows built on replenishment timing and browse behaviour, plus SMS and loyalty where the category supports it.
Content Marketing
Buying guides, comparison content and category copy that earn non-brand traffic and give paid campaigns somewhere useful to land.
Conversion Optimization
Structured testing on the pages that carry the revenue, so the traffic you already pay for converts harder.
Remarketing & Customer Acquisition
Dynamic remarketing, win-back and lapsed-subscriber audiences priced separately from cold prospecting, because they behave nothing alike.
The Process
Our eCommerce marketing strategy
Research → Strategy → Launch → Measure → Optimize → Scale. The last three repeat every month; the first three get revisited every quarter.
01
Research
Audience research and competitor analysis first. Who buys, what they search, what they compare you against, and where the category is actually won.
02
Strategy
Channel selection and campaign planning against a stated goal. We name the channels we are not using and why, which is usually the more useful half.
03
Launch
Creative and content strategy shipped into live campaigns, with tracking validated before spend rather than after the first bad month.
04
Measure
Analytics built around blended CAC, contribution margin and cohort behaviour — one set of numbers everyone agrees on.
05
Optimize
Conversion optimization and continuous campaign iteration on the assets already carrying revenue. Small compounding gains beat quarterly relaunches.
06
Scale
Widen budget, channels and markets only where the unit economics already hold. Scaling an unprofitable funnel just loses money faster.
What runs inside every cycle
- Audience research
- Competitor analysis
- Channel selection
- Campaign planning
- Creative and content strategy
- Conversion optimization
- Analytics
- Continuous optimization
Channels
Marketing channels we manage
Four groups, planned together. Which ones you actually need depends on category, margin and stage — most brands are best served by two or three run properly.
Search
- Google Shopping
- Bing
Social
- Meta
- TikTok
Retention
- SMS
- Remarketing
Organic
- SEO
- Content
- Organic social
By Goal
eCommerce marketing by business goal
Tell us the outcome you are actually being measured on and we will tell you which mix earns it. These are the seven we hear most.
Increase Sales
Paid acquisition + CRO + Shopping
Widen qualified demand while lifting the rate at which it converts, so added spend does not just add cost.
Generate More Traffic
SEO + Content + Paid Search
Build non-brand organic visibility for the compounding half, and buy search demand for the immediate half.
Lower CAC
Campaign optimization + audience strategy
Cut wasted spend, separate warm from cold audiences, and stop paying prospecting prices for people who already know you.
Increase ROAS
Shopping + PPC + CRO
Restructure around SKU profitability and fix the landing experience, rather than bidding harder on the same pages.
Increase Repeat Purchases
Email + Retention
Lifecycle flows timed to actual replenishment behaviour, plus subscription and loyalty mechanics where the category supports them.
Launch a New Product
Product campaigns + content + paid media
Coordinated launch across search, social and email with content that answers the questions a new product always generates.
Scale an Existing Store
Multi-channel acquisition + optimization
Add channels and markets only where unit economics already hold, with reporting that shows contribution per channel.
Why Us
Why choose our eCommerce marketing
Eight things clients tell us actually mattered once budget was moving.
eCommerce-Focused Expertise
We only work with online retailers. No lead-gen accounts, no B2B SaaS funnels — which means feed quality, margin structure and marketplace dynamics are things we deal with daily rather than occasionally.
Full-Funnel Marketing
Acquisition, conversion and retention planned together. Most agencies own the first third and hand you the rest, which is where the economics are actually decided.
Data-Driven Decisions
Every channel decision traces to search demand, a test result or contribution margin. Where the data is thin, we say so and price finding out.
Integrated Channels
Search, paid, social, email and CRO briefed off one strategy. The SEO plan knows what paid already owns cheaply; the email programme knows what people browsed.
Continuous Optimization
A prioritised backlog that runs monthly rather than a campaign that launches and drifts. Compounding gains beat quarterly relaunches.
Transparent Reporting
One reconciled report instead of five platform dashboards. It leads with blended performance and names what did not work.
Revenue-Focused Strategy
We optimise to contribution margin, not platform-reported ROAS. That occasionally means turning off a campaign the dashboard loves.
Scalable Marketing Systems
Documented campaign structures, naming conventions and creative processes. When budget doubles the system holds, and it comes with you if you ever bring it in-house.
Proof
Marketing results
Three engagements, each measured against the twelve months before we started. Client → challenge → strategy → result.
CLIENT
Nutriblend
Health & Supplements · Shopify Plus
CHALLENGE
$4.1M in revenue with a 3.2x blended ROAS, 18% repeat rate and 84% of paid budget going to cold prospecting on a product customers run out of monthly.
MARKETING STRATEGY
Rebuilt the PDP around subscribe-and-save, added a day-21 conversion offer post-purchase, and split paid into prospecting, win-back and subscription-lapse audiences with separate targets.
RESULT
+214%
Revenue growth
7.9x
Blended ROAS
-31%
CAC reduction
CLIENT
Kitchenary
Home & Kitchen · Shopify
CHALLENGE
Heavy reliance on brand search and paid social, with almost no non-brand organic visibility and a 4.1 second mobile LCP suppressing both rankings and conversion.
MARKETING STRATEGY
Rewrote 340 collection pages around real query clusters, shipped a Core Web Vitals pass, then redirected paid budget from terms organic had started winning.
RESULT
+97%
Organic traffic growth
+52%
Conversion-rate lift
-24%
Paid dependency
CLIENT
VAC Vacuums
Home & Appliances · Amazon + Shopify
CHALLENGE
Marketplace and storefront advertising run by separate vendors, bidding against each other on brand terms with TACoS above 22% and no view of blended acquisition cost.
MARKETING STRATEGY
Consolidated both channels under one plan, rebuilt Amazon advertising around SKU profitability, and reported blended contribution rather than per-channel ROAS.
RESULT
+186%
Sales growth
-42%
TACoS
+64%
Buy Box rate
Results vary considerably by category, margin structure and starting position. We will give you an honest range for your situation on the call.
FAQs
eCommerce marketing FAQs
Eight questions that come up before most engagements. More on our full FAQ page.
What does eCommerce marketing actually include?
Eight disciplines: eCommerce SEO, paid advertising, Google Shopping, paid social, email and retention, content marketing, conversion optimization, and remarketing. Which of those you need depends on category, margin and stage — most brands are best served by two or three run properly rather than eight run thinly.
How is this different from your eCommerce management service?
eCommerce management covers running the store as a business — catalog, merchandising, operations and reporting — with marketing inside it. eCommerce marketing is the growth half on its own, for brands whose store operations are already handled internally. If you need both, management is the wider engagement.
Which channels should we actually be on?
Fewer than you think. We would rather run two channels properly than six thinly, and the audit tells us which two. Category, margin, average order value and repeat rate decide it — a $40 consumable and a $2,000 considered purchase need almost opposite mixes.
How do you measure success if platforms overcount?
Blended CAC, contribution margin and cohort behaviour, reconciled against actual store revenue rather than the sum of platform dashboards. We treat platform-reported ROAS as a directional signal for optimisation inside a channel, never as the number that decides budget.
What does eCommerce marketing cost?
Engagements typically run $3,500–$18,000/month depending on channels, scope and growth goals, separate from ad spend. Most marketing-only engagements sit between $5,000 and $12,000. Our pricing page explains how we scope it.
How long until we see results?
Paid restructuring usually shows in 30–60 days. Conversion work shows as soon as tests reach significance, typically 3–8 weeks depending on traffic. SEO and content compound over 4–9 months. Retention shows on the second purchase cycle, so it depends on your replenishment window.
Do you handle creative, or do we?
Both models work. We can run creative strategy and production, or we can brief and test against creative your team or a studio produces. What we will not do is run paid social without a creative pipeline — on those channels creative volume is the lever, and without it there is nothing to optimise.
Can you work alongside our in-house marketer?
Yes, and it is common. We usually take the disciplines that need specialism or capacity — paid media, SEO, CRO — while your marketer keeps brand, content and relationships. We map ownership explicitly at onboarding so there is no overlap and no gap.
Find out which two channels are worth your budget
Book a free growth audit. We will review your paid accounts, your search visibility and your conversion path, and tell you where the fastest return is — including the channels we would turn off.