Working notes on D2C growth.
Opinions, the occasional disagreement, and the odd post-mortem. Written by the founders, between client work. No content farm, no ghostwriters.
ROAS is the wrong number to run your ecommerce ads on
A 4x ROAS can lose money while a 2x makes it. Why we judge ecommerce ads on contribution, not ROAS, and the simple way to start doing the same.
The five places your Shopify store leaks money before you spend more on ads
The cheapest growth is the traffic you're already paying for. The five places a Shopify store leaks money, and the order we'd fix them first.
How to find the wasted spend hiding in your Google Ads account
Most ecommerce Google Ads accounts quietly waste 20 to 40% of their budget. Where it hides, and how to find it in an afternoon.
A Shopify migration SEO checklist that protects your rankings
Replatforming is where brands quietly lose a third of their organic traffic. The checklist we use to launch without losing a ranking.
The win-back flow: the highest-ROI email almost nobody sets up
The win-back flow for lapsed customers is quietly the highest-return automation in Klaviyo. Here is how to build it properly.
Why most Shopify SEO advice falls apart past £100k a month
The advice written for a five-product store doesn't survive contact with a 400-SKU catalogue. What actually changes at scale, and the order we'd fix it in.
The case for boring email
D2C brands keep treating their list like a megaphone. The brands compounding fastest treat it like a quiet, recurring conversation.
The third month of a paid programme tells you everything
Month one is setup. Month two is luck. Month three is the first read you can actually trust.
One email a month. Worth opening.
What we’re seeing in D2C, what’s working, and what we’d ignore. Written for founders and marketing leads, not for our own SEO.