IND-ECM · Ecommerce
Ecommerce websites, performance marketing and automation
Acquisition cost rose every year until the unit economics stopped working, and the dashboard never said so. We work on all four levers: speed, feed, conversion and retention.
The short answer
Why is ecommerce getting less profitable?
Because customer acquisition cost has risen steadily while most stores still measure revenue instead of contribution margin. A store can grow revenue every quarter and lose money on every new customer without the dashboard ever showing it.
The four levers that change this are site speed, product data accuracy, conversion rate and repeat purchase. Three of them are build problems and one is a marketing problem, which is why splitting them across two suppliers rarely works.
The problem
Three failures we see repeatedly.
Acquisition cost exceeds margin. Spend rises, revenue rises, and profitability quietly falls because nobody is reading results against contribution margin. Revenue is the easiest metric to grow and the least useful one.
The store is slow, and it costs sales. Every second before a page becomes usable is measurable lost revenue, and most stores have only ever been tested on desktop broadband rather than on the mobile connections their customers actually use.
There is no repeat-purchase engine. Almost all spend goes to acquiring new customers while existing ones are never contacted again — the most expensive possible way to run a store.
What we run
The demand side.
Meta Ads for prospecting and catalogue
Advantage+ catalogue and prospecting structured for margin rather than for last-click revenue.
Google Shopping and Performance Max
Feed-driven campaigns with proper conversion values, so the system optimises toward profitable products.
Category and product SEO
Organic traffic to category and product pages, so the catalogue earns visits instead of only buying them.
Creative testing
Variant sets produced continuously, because creative is the main lever left in paid social.
Retargeting and cart recovery
Recovering sessions that browsed and left, at a fraction of prospecting cost.
Retention campaigns
Segmented campaigns to past customers — the cheapest revenue in the business and the most commonly ignored.
What we build
Everything after the click.
Ecommerce development
Storefront, catalogue and checkout built on a platform matched to catalogue size and operations.
Core Web Vitals work
Speed measured and fixed on real mobile devices and connections, not on a developer's laptop.
Product feed automation
Titles, attributes, availability and pricing kept accurate automatically rather than manually.
Conversion optimisation
Product page, cart and checkout work driven by measured drop-off rather than best-practice lists.
Margin and cohort reporting
Contribution margin and repeat-purchase behaviour surfaced, so decisions are made on profit rather than revenue.
Repeat-purchase automation
Post-purchase flows, replenishment prompts and segmentation built into the store rather than bolted on.
How we work
How the system gets built.
Research
We map how enquiries or orders actually arrive today, and where they are lost.
Build the catch
Pages, capture and tracking first. More traffic into a leaking system just increases the leak.
Launch and test
Campaigns live with correct conversion tracking and a deliberate testing plan.
Operate
Weekly iteration across campaign, page and follow-up, by one team.
What it connects to
The systems behind it.
Build and run under one team, because the handover point is where results are usually lost.
Evidence
Sourced figures only.
We do not publish results we cannot attribute to a named account with the measurement window and attribution model stated. Case studies are added as client permissions are confirmed.
Result — [ insert verified result ]
Questions
Common questions.
What is the fastest way to improve ecommerce profitability?
Usually retention, then site speed, then feed accuracy — in that order, and all three before increasing ad spend.
Selling again to an existing customer costs a fraction of acquiring a new one, and most stores have never seriously tried. It is the cheapest revenue available and it requires no additional traffic.
How much does site speed actually affect sales?
Enough to be worth measuring properly. The effect is largest on mobile, which is where most Indian ecommerce traffic arrives.
We measure Core Web Vitals on real devices and connections rather than a lab score, because a store that feels fine on desktop fibre can be losing a meaningful share of mobile sessions before the page is usable.
Should we report on ROAS?
Only alongside contribution margin. ROAS ignores cost of goods, shipping and returns, so a campaign can show a healthy ROAS and lose money on every order.
We report both, and where margin data is available we optimise against it rather than against revenue.
Can you improve our store without rebuilding it?
Often, yes. Speed work, feed fixes and conversion changes are frequently possible on the existing platform. We will tell you when the platform itself is the constraint rather than charging monthly to work around it.
Do you handle marketplaces as well as our own store?
[CONTENT TO VERIFY — confirm current Amazon, Flipkart and Myntra capability before publishing.]
Which of the four levers is costing you most?
Speed, feed, conversion or retention. It is almost always one of them, and the dashboard rarely says which.