Insights on margin, attribution, retention, and what it actually takes to build a profitable Shopify brand.
The AI ecommerce market hit $11.21 billion in 2026. 89% of retailers say they have adopted AI. Only 7% have scaled it. The opportunity is not automation. It is democratisation.
Read →You spent £38 to acquire a customer. She bought once. She never came back. Not because she didn't like the product — because nobody knew she was the most likely to reorder.
Read article →Something went wrong in your business last month. Your accountant will tell you about it in October. By then you've spent another eight weeks running the same broken campaigns.
Read article →Every Monday morning, a DTC founder sits in front of a Google Sheet with fourteen tabs and a formula returning #REF. It takes six hours. By the time it's finished, the numbers are already wrong.
Read article →Everyone braces for January. Nobody braces for August. But August is when the cash gap between what you spent acquiring customers and what you actually collected quietly becomes unsurvivable.
Read article →Meta said one campaign made £47,000 last month. Total bank revenue from all sources was £31,000. Someone's lying — and it's not your bank.
Read article →Your best-selling SKU might be your most expensive mistake. Shopify shows gross margin. It doesn't show what happens after ad spend, returns, and fulfilment eat through it.
Read article →That green profit number on your Shopify dashboard is fiction. Not because Shopify is broken — because Shopify was built to track sales, not profit.
Read article →Your ad platform says 4.8×. Your bank account says 2.1×. The gap between those two numbers is real money you're spending based on a number that doesn't exist.
Read article →Most DTC brands spend 70–80% of their acquisition budget on paid social. Their cheapest acquisition channel — email — gets 10–15%. The economics say that's exactly backwards.
Read article →Shopify shows a return rate. It doesn't show the true cost of returns — the revenue reversal, the restocking, the ad spend wasted acquiring an order that came back.
Read article →Revenue is growing. The team is celebrating. But contribution margin has been declining for three months and nobody noticed because nobody's measuring it.
Read article →Ask your finance person one question: what was our true contribution margin per order last month, by channel? If they can't answer it within 24 hours, your reporting is broken.
Read article →Your top SKU by volume might have the worst margin in your catalogue. Shopify will never tell you because it doesn't know your COGS.
Read article →Every DTC founder hitting seven figures assumes more revenue equals more profit. But scaling without knowing your real numbers doesn't build a business. It builds an expensive habit.
Read article →NokNok London were spending heavily on cold paid acquisition across global markets. e-comProfitAgent made their true CAC per channel visible — and the shift to email and retargeting changed the economics of how they grow.
Read case study →Your ad platforms are each claiming the same sale. Here's what your true margin actually looks like — and how to find it.
Read article →A complete walkthrough of every feature: daily briefing, real profit, cashflow, blended ROAS, first-party attribution, LTV cohort analysis, retention campaigns, and Profit Agent Suite.
Read article →Every business has values. Most of them live on a website somewhere and do not mean very much. These are the ones I actually build by — and why they came before the product.
Read article →There is a moment every DTC founder eventually has. Revenue is growing. The ad dashboards look healthy. Then they do the real numbers — and the picture looks nothing like what the platforms were telling them.
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