Ecommerce
The store is theprogram, not a channel.
Catalog, site, ads, and lifecycle have to agree on margin. We run them as one engagement when splitting them is how money leaks.
2.2x to 3.4x
Blended MER after cutting spend that did not pay back
18% to 29%
Organic revenue share, one specialty retailer, 10 months
The short answer
What ecommerce marketing covers.
This is the offer for brands that sell online and need the site, the ads, and the lifecycle pointed at contribution margin. It is not a fifth way to buy the same SEO or email retainer. On accounts where we cut prospecting that did not pay back inside 14 days, blended marketing efficiency ratio settled between 2.2x and 3.4x. On one specialty retailer around the middle of eight figures in online revenue, organic revenue share moved from 18% to 29% over ten months. Different metrics, different jobs. We do not average them into a single miracle number.
Figures are medians or ranges from Quorum engagements. They describe what we have seen on work we ran. They are not a promise of the same result.
Who it is for
Who it fits.
Specialty retailers and branded stores on Shopify, WooCommerce, or BigCommerce doing enough volume that a full-time internal team is not quite justified, or a team that wants a senior operator next to them.
A poor fit is a marketplace-only seller with no site, or a store that cannot tell us gross margin after shipping. Without margin, every ROAS conversation is theater.
If you only need Klaviyo flows, buy the email engagement. If you only need a replatform, buy the web engagement. This hub is for the combined operating system.
We will name the leaks in plain language: brand search wearing a prospecting costume, a welcome flow that never fires, a collection page paid traffic lands on that is out of stock. The monthly review is those leaks and what we turned off. A longer report that avoids the cut is not a better report.
Catalog and creative still belong to you. We will not invent product claims, and we will not launch a discount the margin cannot carry just to make a week of ROAS look calm. If the offer is the problem, the ads stay at the current spend until the offer changes.
New-customer orders and repeat orders are different jobs. A flow that reorders a known buyer should not be used to justify more prospecting spend. The monthly note splits them so finance can see whether acquisition is getting cheaper or the file is simply buying again.
What's included
How the work is split.
Economics
Contribution after product cost, shipping, returns, and fees. The target cost per order comes from that, not from a ROAS screenshot.
Merchandising and site
Collections, product page basics, and the landing pages ads need. Platform builds are scoped with the web team.
Acquisition
Paid search, paid social, and SEO on the URLs that can rank: collections, buying guides, and comparisons. Not a blog about 'top trends.'
Lifecycle
Email and, when consent exists, SMS. Revenue is reported per flow so acquisition does not get credit for a reorder.
How it runs
Margin, then the mix.
01
Margin
Build the contribution view. If the data is messy, the first month is finance and tracking, not new ads.
02
Mix
Decide what share should be brand search, non-brand, prospecting, and lifecycle. Write the kill rules.
03
Fix the store
The collection or product page that ads land on gets fixed before spend scales. CRO sits inside this, not beside it.
04
Review
Weekly on spend. Monthly on margin. A channel that only looks good on last-click gets a holdout or a cut.
Deliverables
Deliverables.
- A contribution model and a target cost per order.
- A channel mix with kill rules.
- Account and lifecycle work on the channels in scope.
- A short list of site fixes ranked by revenue proximity.
- Monthly reporting that separates new-customer orders from repeats.
Timing
Timing.
Month 1
Economics and tracking. Spend changes are conservative until the numbers are trustworthy.
Months 2 to 3
Mix shifts. The MER range we talk about shows up only after waste is cut, not on day one.
Quarter 2
SEO and content on commercial URLs start to matter. Paid should be less responsible for branded demand by then.
Engagement
How the engagement is priced.
Ranges are typical for a senior team on a defined scope. Tool licenses are yours. A written scope sets the fee before work starts.
Operating retainer · $10,000 to $25,000 a month
Strategy plus the channels in scope. Paid media fees and production can sit inside or be itemized. Spend is always separate.
Site project · Quoted with web design
Replatforms and theme rebuilds are projects, not buried in the monthly fee. See the web design ranges for the band.
Questions
Ecommerce questions.
Do you replace our agency roster?
Only the pieces you want in one place. Some brands keep an in-house email owner and hire us for acquisition and the site. The proposal names the seats.
Shopify, or others?
Shopify is the most common. WooCommerce and BigCommerce are in scope when the catalog and the ops team fit. Platform pages under web design and SEO go into the implementation detail.
What is MER and why not ROAS?
MER is total revenue over total marketing cost. It stops brand search and email from flattering a prospecting campaign. We still look at platform ROAS. We do not let it be the only number.
Can you work with our existing apps?
Yes. Reviews, subscriptions, and returns apps are part of the stack review. We remove apps that slow the site or double-charge for a job the platform already does.
Do you guarantee a ROAS?
No. We will agree on a contribution target and we will cut spend that misses it. A guaranteed ROAS is usually brand traffic wearing a costume.
Walk through the store's numbers.
One conversation. A diagnostic. A plan you can kill if it is not the work.