Industry — E-commerce
Store growth with honest arithmetic.
Creative engines for paid social, search that captures ready buyers, email that compounds and measurement that reports contribution — because platform-flattered ROAS has bankrupted better stores than yours.
The acquisition reality
What makes e-commerce hard.
Contribution or it didn’t happen
E-commerce reporting has a flattery problem. Meta claims the sale, Google claims the same sale, retargeting harvests buyers who were already returning, and the blended bank-account math quietly disagrees with everyone. Stores scale on this fiction until the working capital runs out.
Our first job is always the honest ledger: blended MER, contribution after ad spend, shipping, payment and platform fees, cohort repeat behaviour — reconciled across store, GA4 and platform claims. Only then do we scale spend, because scaling accurate math is growth and scaling flattering math is a countdown.
The machine has three motors
Demand creation runs on creative velocity: angle-mapped, feed-native variants shipped weekly into Meta and TikTok, with AI-assisted UGC keeping the pipeline economical. Demand capture owns the searches your creative provokes — product, category, brand-plus-review — through Search and Shopping. Monetisation depth is where margins live: email flows recovering carts and building repeat cohorts, offer architecture lifting AOV, CRO stripping friction so every motor upstream pays better.
Stores usually arrive with one motor sputtering. The audit finds which, sequences the fixes by contribution impact, and — because everything lives in your accounts — leaves you owning a machine, not renting a dashboard.
Channel strategy
The mix that usually earns its budget.
| Channel | Role in the funnel |
|---|---|
| Meta Ads | The demand engine: angle-tested creative, Conversions API signal, prospecting/retargeting split honestly. |
| TikTok Ads | Discovery and social proof for feed-native products; Spark amplification of organic winners. |
| Google Search + Shopping | Harvest layer: product and category intent, brand defence, Performance Max with guardrails. |
| Email/SMS (Klaviyo-class) | The margin channel: flows recover carts and grow LTV; campaigns monetise the list you own. |
| CRO programme | The multiplier: PDP, cart and checkout friction removed so every channel's math improves. |
Landing pages that convert here
- PDPs that sell: benefit-led copy, real photos, reviews, sizing/shipping clarity
- Speed on mobile data — every second of load taxes paid traffic
- Offer-matched landers for campaigns (bundle pages, launch pages)
- Trust infrastructure: returns policy, local delivery timelines, COD where it fits
- Cart and checkout stripped of surprises; payment methods Malaysians actually use
Creative angles worth testing
- Problem-agitate-demo: the product solving its reason-to-exist on camera
- UGC-style proof: real usage, honest texture — polish reads as ad, gets skipped
- Offer framing tests: bundle vs discount vs free-shipping thresholds
- Founder story for DTC brands: why this exists beats what this is
- Objection killers: sizing fear, delivery time, 'is it legit' — answered in creative
How we measure it
- Blended MER and contribution margin after ad, shipping and platform costs
- New-customer CAC vs LTV by cohort
- Channel-level results cross-checked: platform claims vs GA4 vs store orders
- Email flow and campaign revenue share
- Creative-level hook and conversion metrics driving the next batch
Lead quality, not lead theatre
E-commerce's lead-quality problem wears a different mask: discount-hunting one-timers, COD no-shows and refund-prone segments that make revenue look healthier than contribution. We watch cohort repeat rates, COD completion and refund share by channel and creative — then feed spend toward the segments that keep their orders and come back.
Where to start
Services built for this industry.
Questions
Asked before you ask.
What ROAS should an online store target?
The honest answer is a formula, not a number: your gross margin, shipping and platform costs set the break-even, and your repeat-purchase economics decide how far below first-order break-even you can profitably buy customers. A 3x target that bankrupts one store is lazy for another. We compute your thresholds in week one and manage to blended contribution, not platform-reported ROAS.
Shopee/Lazada or our own store — where should marketing push?
Marketplaces are a channel with rent: volume and trust, minus margin and the customer relationship. Own-store DTC costs more per acquisition but the email list, retargeting pools and repeat margin belong to you. Most Malaysian brands sensibly run both — marketplaces for discovery-priced volume, DTC for margin and lifetime value — and we plan spend around that split rather than dogma.
How many ad creatives do we actually need?
More than feels reasonable: winning accounts typically test several fresh variants weekly, because fatigue is structural, not bad luck. That's why creative production economics decide e-commerce outcomes — and why we lean on AI-assisted UGC pipelines to test angles at volume, promoting only proven winners to fuller production.
Is email really worth it when everyone's inbox is full?
For stores, overwhelmingly: flows (welcome, cart, browse, win-back) monetise traffic you already paid for, and the list compounds while ad auctions inflate. A store doing meaningful volume with email under ~15% of revenue almost always has money lying on the table — the audit will show exactly where.
Next step
Bring us your market.
One conversation is enough to know if we fit. We'll tell you honestly what it takes to grow in your industry — and what we'd do first.