Today I am delighted to announce the launch of e-comProfitAgent. But before I talk about what we have built, I want to talk about the merchants we built it for — and the outcomes we exist to deliver.

The moment that changes everything

There is a moment every DTC founder eventually has. Revenue is growing. The ad dashboards look healthy. The store is busy. Then they sit down and do the real numbers — true net margin after ad spend, fulfilment, returns, and COGS — and the picture looks nothing like what the platforms were telling them.

Products they were scaling were quietly losing money. Channels they were doubling down on were over-reporting returns by 30 to 50%. Customers they paid to acquire were never coming back. And nobody had flagged any of it.

That moment is not a failure of the founder. It is a failure of the tools they were given.

What changes when you have real profit intelligence

The merchants we are working with are not struggling businesses. They are smart, ambitious operators who simply did not have access to the full picture. What we see when they get that picture is immediate and consistent.

They stop scaling products that look profitable but are not. Within days of connecting their store, they can see true net margin per SKU — the real number after every cost has been stripped out. For most merchants this is the first time they have ever seen that number. Some of what they find surprises them. All of it empowers them.

They stop trusting inflated ad data. Google and Meta over-report ROAS by 30 to 50%. That is not a small margin of error — it is the difference between a campaign that works and one that is silently destroying margin. When merchants see their real attribution data for the first time, the decisions they make about where to spend change immediately.

They wake up knowing exactly what to do. Instead of opening five dashboards and spending an hour trying to work out what the data means, they receive a daily briefing every morning. Their top profit opportunities. Their key risks. Three specific actions ranked by impact. Clear answers, not more data to interpret.

They acquire customers worth keeping. LTV cohort analysis by acquisition channel shows precisely which campaigns are bringing high-value repeat buyers and which are filling the funnel with one-time bargain hunters. For the first time they can see the true cost of growth — and make decisions accordingly.

Why this matters right now

The DTC landscape has never been more competitive or more expensive to operate in. Margins are under pressure from every direction. The brands that will win are not necessarily the ones with the biggest budgets — they are the ones who know exactly where their profit is coming from and act on it faster than everyone else.

That is what e-comProfitAgent exists to deliver.

Our first merchants

We are onboarding our founding merchants now and there is nothing more motivating than watching the platform land in a real store for the first time. Seeing a founder look at their true margin per SKU. Watching them realise which channel was actually driving their best customers. That is why we built this.

We want to work closely with our first cohort — to understand exactly how the platform fits into how they operate, to optimise every part of the experience around their needs, and to build something together that genuinely changes how they run their business.

If you run a Shopify DTC store and you want to know what your business is really telling you — your first 90 days are completely free. No credit card. No commitment. Just answers.

SS — Founder & CEO, e-comProfitAgent