ROAS vs contribution margin: why ROAS misleads
ROAS tells you how much revenue an ad platform credits to its own ads. It ignores product cost, shipping, discounts and returns, and platforms often claim the same…
Notes
Tag: DTC
Why is my Shopify conversion rate so low?
A low Shopify conversion rate usually has one or two specific causes, not twenty. The fastest way to find them is to split the rate by device and…
Contribution margin for ecommerce: how to calculate it by SKU
Contribution margin is what an order leaves you after every cost that moves with that order: product cost, discounts, fulfillment, shipping, payment fees, returns and the marketing it…
Fractional vs full-time Head of eCommerce vs an agency
A full-time Head of eCommerce gives you a permanent owner with all their hours. A fractional Head of eCommerce gives you the same ownership and decision rights part…
How much does a fractional Head of eCommerce cost?
A fractional Head of eCommerce is usually paid a flat monthly retainer for a fixed weekly time commitment, though some work hourly or charge a fixed fee for…
Should your brand sell on Amazon if you already have a Shopify store?
Usually yes, if you run both as one business. Amazon is where a large share of product searches start, and if you are not there, someone else is…
What does a fractional Head of eCommerce do, and when does a brand need one?
A fractional Head of eCommerce owns the digital business part time: the store, the marketplaces, paid media and the P&L behind them, with real decision rights and a…