Industry · E-commerce
Marketing for online stores that want to grow profitably.
Direct-to-consumer brands and online retailers face rising acquisition costs and intense competition. We help them grow with sharper product economics, better data and a stronger customer experience.
Industry overview
The e-commerce landscape.
E-commerce has some of the most measurable marketing in any industry, and some of the most misleading. Revenue appears in dashboards within hours, but the numbers that matter most — contribution margin, return rates and repeat purchase behaviour — often sit in other systems.
We work with online retailers and direct-to-consumer brands to connect marketing decisions to product economics. That starts with clean tracking and accurate product data, continues through shopping, search and social campaigns structured around priorities, and extends into the on-site experience and the relationship after the first order.
Marketing challenges
What makes e-commerce marketing difficult.
The challenges we most often see, and the ones our approach is designed to address.
Rising acquisition costs
Competition for the same audiences pushes costs up, so growth increasingly depends on conversion rate, average order value and repeat purchases.
Product data quality
Incomplete or inconsistent product feeds limit visibility in shopping placements and can lead to disapprovals.
Revenue without margin context
Platform-reported returns rarely account for product costs, discounts, shipping and returns.
Seasonality and inventory
Campaigns must adapt quickly to stock levels, promotions and seasonal demand without wasting spend.
Applicable services
How we help e-commerce brands.
The services most relevant to e-commerce organisations, and why they matter in this industry.
E-commerce Growth
A complete programme for acquisition, feeds and retention.
Learn morePerformance Marketing
Search, shopping and social campaigns structured by product priority.
Learn moreConversion Optimization
Research-led improvements to product pages, carts and checkout.
Learn moreMarketing Analytics
Reliable e-commerce tracking and margin-aware reporting.
Learn moreStrategy considerations
Principles we apply.
Practical principles that shape how we plan e-commerce campaigns.
Structure by economics
Group products by margin, price point and performance so budget follows profitability.
Treat the feed as a product
Titles, attributes and imagery in your product data deserve the same care as your website.
Plan for the second order
Measure new versus returning customers and invest in post-purchase experience.
Respect consent
Build email and remarketing audiences only from appropriate, documented consent.
Consumer protection considerations
E-commerce marketing in Canada must comply with consumer protection and advertising laws. We build campaigns and pages with these in mind, and we recommend that you confirm legal requirements with qualified advisers.
- Canada’s Competition Act prohibits false or misleading representations, including deceptive “drip pricing” where mandatory fees are added after an advertised price.
- Commercial electronic messages such as marketing emails require consent and identification under Canada’s Anti-Spam Legislation (CASL).
- Businesses selling to customers in Quebec have French-language obligations for commercial content.
- Shopping ads and product listings must meet Google Merchant Center and advertising policies.
This summary is general information, not legal advice. Requirements vary by product, jurisdiction and platform, and change over time.
Planning e-commerce marketing?
Tell us about your organisation, your audience and your goals. We will respond with questions and an honest view of where we could help.