- Resources
eCommerce Resources, Guides and Case Studies
Everything we publish, in one place. Insights argue a position, guides give you a procedure, and case studies show what happened when we ran it. All of it is free, none of it is gated, and it is organised by what you are trying to do rather than by the month it was written.
- No gated downloads, no email wall, no shortened versions
- Written by the team doing the work, not by a content agency
- Filed by discipline, platform, industry and market
10
insight articles
12
guides published
6
case studies
- The library
Eight branches, one library
We publish several kinds of thing. Knowing which one you want is usually the fastest way in.
Published · 10 articles
Articles that argue a position on operations, marketplaces, search, paid media, conversion, retention and AI discovery.
Published · 12 guides, 2 comparisons
Nine chapter-length complete guides on growth, marketing, SEO, PPC, conversion, retention, marketplaces, international and Shopify, plus three short procedures with a defined output.
Published · 6 studies
What the work looked like in practice, with the constraint we found, what we changed and the numbers that moved.
Published · 9 checklists
Working lists to run against a live store, where every check states the action and why it matters.
Published · 15 templates
Real XLSX and DOCX files with working formulas, downloadable without an email address.
Published · 104 terms
An A to Z of eCommerce terms, with full pages on the metrics that carry a decision behind them.
Published · 2 pages, 9 sources
Sourced market data where every figure carries its publisher, year and sample, reviewed twice a year.
Published · 17 calculators
Seventeen calculators covering Amazon FBA and Shopify profit, revenue, margin, discounts, order value, ROAS, TACoS, ROI, acquisition cost, lifetime value, conversion rate, cart abandonment and PPC budgets, each printing its own formula on the page and asking for no email.
- Break-even ROAS calculator
- Break-even ACoS calculator
- Cart abandonment recovery calculator
In production
Reports
Benchmark reporting is still being built. Nothing is published yet, so nothing here is linked — this tile updates when the first report ships. The calculators that were once listed here are live and sit under Tools & Calculators above.
- Annual marketplace fee comparison
- Category conversion benchmarks
- Returns rate benchmarks by category
Insights and Guides overlap deliberately: every guide is also filed as an insight, so nothing is hidden behind a category choice.
- Newest first
Latest insights
The three most recent articles. The full index sits on the Insights page.
Operations
ROAS ignores returns, carriage and platform fees. How to rebuild the report around contribution margin.
Operations
When an in-house team is the right answer, when an agency is, and when neither will fix the problem.
PPC & Paid Media
Product feed quality decides more Shopping performance than bidding does. What to fix, in what order.
- Run these yourself
Featured guides
Nine complete guides and three short procedures, published in full so you can run them before speaking to anyone.
Complete guide · 37 min
Eight chapters on naming the binding constraint, unit economics, what each channel is for, conversion, retention, creative and measurement.
Operations · 7 min
Twelve points in sequence, each with a threshold. Output: one named constraint, ranked, with the evidence behind it.
Marketplaces · 8 min
Five readiness gates with named owners, plus a ninety-day sequence. Output: a defensible go or no-go decision.
Conversion · 8 min
Nine elements that move conversion and four that rarely do. Output: your top twenty pages scored against a written standard.
Nine complete guides are now published — growth, marketing, SEO, PPC, conversion, retention, marketplaces, international and Shopify SEO — alongside three short procedures. The Guides index has all twelve.
- Comparisons
Comparison resources
Head-to-head comparisons of the platforms and marketplaces we work in, for the moment when the question is which of two options to choose.
Platforms
Cost of ownership, maintenance, SEO control, checkout, apps, scale and what it costs to switch later.
Marketplaces
Demand, fees, listing quality, advertising, fulfilment and the operational load each channel adds.
Index
The comparison index, including the platform and marketplace comparisons currently in production.
- Evidence
Case studies
Six engagements, each filed by service, platform, industry and market so you can find the one closest to your situation.
The case studies index lets you filter the same six by service, platform, industry and market.
- By discipline
Browse by topic
Seven topics, each an archive of everything we have published on it.
- Fastest route in
Which should I read?
If you know the situation you are in, this is the shortest path to the right page.
Your situation
Start here
You are about to commit budget and are not sure where it should go
Run the 12-point growth assessment and name the constraint first
Your ROAS looks fine but the business does not feel profitable
You are deciding between hiring and appointing an agency
You are planning a second marketplace
Work through the marketplace launch checklist
Traffic is fine and conversion is not
Score your pages against the product page standard
You want to see the work rather than read about it
Start with the case studies or the portfolio
- Editorial standards
How we decide what to publish
Four rules that decide whether something goes on this site. They are why the library is small.
Written by the people doing the work
Every article comes from the team running the accounts. Nothing here is briefed out to a content agency or assembled from other people’s posts.
Numbers are labelled as ours
Where we quote a figure it says plainly whether it reflects our engagements or a published source. We do not present the first as the second.
Nothing published to fill a calendar
We publish when there is something worth saying. A short library of useful pages is worth more than a large one nobody finishes.
Updated when practice changes
Every page carries an updated date and is revised when a platform, a fee or a measurement approach changes — not on a schedule.
- Next
Tools and reports in production
Listed so the shape of the library is visible. None of these are published yet, so none of them are linked.
A/B test duration and confidence
How long a test needs to run at your traffic before the result means anything.
Contribution margin model
A working spreadsheet structure for pricing to margin rather than shelf price across channels.
Marketplace fee comparison
Referral, fulfilment and closing fees across the marketplaces we manage, updated annually.
Lifecycle coverage map
Which flows a store should have live at each stage of maturity, and the order to build them in.
- Questions
About this library
How it is organised, what it costs and what happened to the blog.
What happened to the blog?
Nothing — it is still there, at the same address. /blog/ is now the Insights branch of this library rather than a separate hub, so the ten articles kept their URLs and the links to them still work. Resources is the parent index above it.
What is the difference between an insight and a guide?
An insight argues a position; a guide gives you a procedure with a defined output. Guides are cross-listed under Insights, so you will find them in both places rather than having to guess which branch something is in.
Is any of this gated?
No. There is no download form, no email requirement and no shortened version. Every guide and article is published in full on the page.
How do case studies relate to the rest?
When will the tools be available?
When they are good enough to be useful without a caveat. We would rather ship a calculator that handles returns and carriage properly than one that produces a number you cannot act on. Nothing is linked until it exists.
Can I republish or quote this material?
Quote it freely with a link back. If you want to reproduce a guide in full — for an internal training deck, say — ask us and the answer is almost certainly yes.
Read first, then talk to us
The most useful first conversation is one where you already know your constraint. Work through a guide, then bring us the sentence.