Category Strategy, Not a Recycled Playbook
A 78%-margin supplement brand and an 18%-margin electronics seller need genuinely different plans. We build around the constraints of your industry — margin, returns, compliance and seasonality — before we touch a single channel.
10
Core industries
Where our experience runs deepest
100+
Brands served
Across D2C and B2B
12
Marketplaces
Managed across categories
$48M+
GMV managed
Annualized across all verticals
- Industries We Serve
Ten categories we know properly
Each with its own constraints, benchmarks and list of things to fix first.
Fashion & Apparel
Built around the two things that decide profitability: size confidence and return rates. Fit guidance, merchandising by silhouette and season, and creative that refreshes fast enough to keep up with drops.
- Size and fit content that measurably cuts returns
- Seasonal collection architecture for SEO
- Creator and UGC creative pipelines
- Full-price versus markdown margin modelling
Beauty & Cosmetics
Where claims are regulated and replenishment is everything. Shade and skin-type finders, ingredient-led content, and subscription mechanics that survive a crowded inbox.
- Compliant claim and ingredient copy
- Shade, tone and concern-based finders
- Replenishment timing and subscription flows
- Sampling and bundle economics
Health & Supplements
Supplement brands live or die on repeat rate and compliance. Subscription-first funnels, adherence education, and advertising that stays inside platform policy.
- Subscription offer design and pricing
- Adherence and replenishment email flows
- Platform-compliant ad copy and claims
- Cohort LTV and payback modelling
Consumer Electronics
A marketplace-dominated, price-transparent category. Buy Box defence, spec-led content and comparison-intent search are where the margin is won.
- Amazon Buy Box and pricing strategy
- Spec comparison and buying-guide content
- Warranty and bundle attach rates
- Marketplace and D2C price harmonisation
Home & Furniture
High AOV, long consideration and freight that can erase your margin. Room-scene merchandising, financing messaging and landed-cost-aware pricing.
- High-AOV consideration nurture sequences
- Room and style collection architecture
- Freight, white-glove and returns modelling
- Financing and payment-plan conversion lift
Jewelry & Accessories
Built on trust signals and gifting cycles. Certification content, sizing confidence and a promotional calendar that respects how people actually buy gifts.
- Trust, certification and provenance content
- Gifting calendar and occasion campaigns
- Ring and chain sizing tools
- High-consideration retargeting sequences
Sports & Fitness
Driven by community and creator demand. Athlete and affiliate programmes, seasonal training cycles and durable content that ranks year after year.
- Creator, athlete and affiliate programmes
- Training-cycle seasonal campaigns
- Technical product education content
- Community and loyalty mechanics
Food & Beverage
Constrained by shelf life, cold chain and shipping cost. Bundle economics, subscription cadence and geographic targeting that keeps delivery viable.
- Bundle and basket-size economics
- Subscription cadence and pause management
- Cold-chain and shipping-zone targeting
- Regulatory and labelling compliance
B2B eCommerce
For manufacturers, distributors and wholesalers: quote flows, tiered pricing, net terms, account-level catalogs and long multi-stakeholder buying cycles.
- Quote request and RFQ workflows
- Customer-specific pricing and catalogs
- Net terms and purchase-order handling
- ABM-style demand generation
Automotive & Parts
Fitment data, enormous catalogs and wrong-part returns. The most data-dependent category in eCommerce, handled as a data problem first.
- Year, make, model and engine fitment data
- Catalogs of several hundred thousand SKUs
- Wrong-part returns attacked at the page level
- Industry-Specific eCommerce Challenges
Why generic strategies underperform
Six structural differences that make a one-size playbook expensive.
Margin structures differ wildly
A 78%-margin supplement and an 18%-margin electronics SKU cannot be advertised the same way. Bidding, discounting and free-shipping thresholds all have to be rebuilt around actual contribution per unit.
Repeat behaviour is category-specific
Coffee reorders in five weeks, mattresses in eight years. Retention strategy that ignores natural repurchase intervals just annoys people into unsubscribing.
Returns and logistics vary enormously
Apparel returns at 25–40%, furniture carries freight and white-glove costs, food has a cold chain. Each changes what a profitable order looks like.
Compliance is not optional
Supplement claims, cosmetic ingredient rules, food labelling and B2B tax handling constrain what you can say and automate. Getting it wrong costs accounts, not just conversions.
Search intent looks different by category
Electronics buyers compare specs, fashion buyers browse by occasion, B2B buyers search part numbers. The same keyword tool gives three different content strategies.
Seasonality is not one calendar
Fitness peaks in January, jewelry in December, garden furniture in spring, B2B in fiscal quarters. Budget phasing has to follow your demand curve.
- How We Adapt Our Strategy
The same system, tuned to your category
Four adjustments we make before any channel work begins.
01
Category baseline
We start from category benchmarks — conversion rate, AOV, return rate, repeat interval and typical CAC — so we know whether your numbers are a problem or just normal for your vertical.
02
Constraint mapping
Margin, logistics, compliance and seasonality get mapped before any channel work. These constraints decide what is possible, so they shape the plan rather than surprise it.
03
Channel weighting
Marketplace-heavy categories get different budget splits than brand-led ones. We weight channels to where your category’s demand actually lives.
04
Category-specific testing
The test backlog is drawn from what moves the needle in your vertical — fit guidance in apparel, spec comparison in electronics, quote friction in B2B.
- Platforms & Channels We Work With
Wherever your category’s demand actually lives
Some categories are marketplace-dominated, others are brand-led. The channel mix should follow the demand, not the agency’s preference.
Shopify
Plus & standard
Amazon
Seller & Vendor
WooCommerce
WordPress
Walmart
Marketplace
eBay
Stores & listings
Etsy
Handmade & craft
- Industry Success Stories
Category constraints, solved
Three examples of what industry-specific work looks like in practice.
- Supplements: subscription-first funnel rebuild and a nine-email adherence flow lifted subscription rate 46% and cut blended CAC by 31%.
- Electronics: Buy Box recovery on 18 hero ASINs plus a portfolio bidding restructure grew Amazon sales 186% and cut TACoS 42%.
- Home & kitchen: a Magento to Shopify replatform with 4,100 tested redirects delivered 97% organic growth and zero rankings lost.
- Industries FAQs
Category questions we get asked most
Do you only work with the industries listed here?
These are where our experience is deepest, but the list is descriptive rather than exclusive. What we will not do is take on a regulated or highly technical category where we cannot get to competence quickly enough to justify the fee — we have turned down medical devices and firearms for exactly that reason.
How does industry experience actually change what you do?
Mainly in what we do first and what we refuse to do. In apparel we will push size and fit content before touching ad spend because returns dominate contribution margin. In electronics we will fix Buy Box and pricing before optimising creative. Generic agencies run the same sequence regardless, which is why the first ninety days so often disappoint.
We are in a niche category. Is that a problem?
Usually the opposite. Niche categories tend to have less sophisticated competition and clearer search intent. What we will do is spend longer in discovery talking to your customers and your sales team, because we will not have category benchmarks to lean on.
Do you work with B2B as well as consumer brands?
Yes, and B2B eCommerce is one of our faster-growing areas. Quote flows, tiered and customer-specific pricing, net terms, punch-out catalogs and multi-stakeholder buying cycles need genuinely different handling from D2C, and most consumer agencies are out of their depth with it.
Can you share references in our specific industry?
After the audit call, yes. We will introduce you to a client in your category at a comparable stage and we do not screen the conversation beforehand.
What if we sell across several categories?
Common for marketplace sellers and distributors. We segment by margin band and repeat behaviour rather than by category label, then build the channel plan around those segments. The catalog structure work usually pays for itself before the marketing does.
What does a fashion and apparel eCommerce agency do differently?
Returns are the whole game. Apparel eCommerce marketing that ignores a 30–40% return rate is optimising a number that does not reach the bank. We start with size and fit content, model diversity and per-SKU return reporting, then move to acquisition once contribution margin per order is actually known. After that it is creative volume for paid social and a markdown calendar built around season exit rather than panic.
How is beauty and cosmetics eCommerce marketing different?
Two constraints shape everything. Claims are regulated, so copy and creator briefs go through compliance before they go live — that is non-negotiable in cosmetics eCommerce marketing. And demand is ingredient-led and shade-specific, so search work targets formulation and concern terms rather than brand, and the on-site job is shade and skin-type matching. Replenishment cycles are predictable, which makes retention the highest-return channel in most beauty accounts.
Do you handle high-consideration categories like jewelry and furniture?
Yes, and they behave alike despite looking nothing alike. Jewelry and furniture eCommerce marketing both run on long consideration windows, high AOV and trust. That means retargeting measured in weeks rather than days, review and warranty signals placed where hesitation actually happens, financing presented early rather than at checkout, and — for furniture — freight, white-glove delivery and returns modelled into the margin before any spend decision.
What about health supplements, food and beverage, and sports brands?
All three are repeat-purchase categories, so we report on repeat rate and subscription economics ahead of first-order ROAS. Health eCommerce marketing carries claim compliance and, for supplements, subscription adherence work. Food eCommerce marketing adds perishability, batch and expiry handling, and shipping cost as a live constraint on basket design. Sports is the outlier of the three — demand is community and creator-led, so the creative engine matters more than the bidding strategy.
Tell us about your category
Book a free strategy call and we will benchmark you against your vertical — conversion rate, AOV, return rate, repeat interval and CAC — then tell you which numbers are genuinely a problem.
- Free 30-minute call
- No long-term contracts
- Actionable audit you keep