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.
9
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
Nine 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.
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.
Health & Supplements
Supplement brands live or die on repeat rate and compliance. Subscription-first funnels, adherence education, and advertising that stays inside platform policy.
Consumer Electronics
A marketplace-dominated, price-transparent category. Buy Box defence, spec-led content and comparison-intent search are where the margin is won.
Home & Furniture
High AOV, long consideration and freight that can erase your margin. Room-scene merchandising, financing messaging and landed-cost-aware pricing.
Jewelry & Accessories
Built on trust signals and gifting cycles. Certification content, sizing confidence and a promotional calendar that respects how people actually buy gifts.
Sports & Fitness
Driven by community and creator demand. Athlete and affiliate programmes, seasonal training cycles and durable content that ranks year after year.
Food & Beverage
Constrained by shelf life, cold chain and shipping cost. Bundle economics, subscription cadence and geographic targeting that keeps delivery viable.
B2B eCommerce
For manufacturers, distributors and wholesalers: quote flows, tiered pricing, net terms, account-level catalogs and long multi-stakeholder buying cycles.
Industry-Specific 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.
Industry 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.
How does industry experience actually change what you do?
Mainly in what we do first and what we refuse to do. In apparel we push size and fit content before touching ad spend because returns dominate contribution margin. In electronics we fix Buy Box and pricing before optimising creative.
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. We will spend longer in discovery talking to your customers and 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.
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.