Journal
Notes on e-commerce, growth and the systems behind it.
Five pieces, one per topic. Written from working with online stores rather than from a content calendar.
Why Most E-commerce Funnels Leak Before Checkout
Most stores do not have a checkout problem. They have a problem that becomes visible at checkout, because that is the only step with a clean number attached to it.
The Metrics I Look at First When Reviewing an Online Store
Conversion rate, order value, acquisition cost, repeat rate. None of them mean much alone, and one of them has caused more misdirected work than the rest combined.
When Increasing Ad Spend Stops Making Sense
Adding budget is the fastest thing a marketing team can do. The point where it stops working is usually visible weeks in advance.
What I Check Before Trusting E-commerce Analytics
Reconciliation against the backend, duplicate events, payment redirects, consent rates. The checks that decide whether a dashboard is worth acting on.
Where Marketing Automation Actually Saves Time
Automate repetitive processes, not unclear ones. Applied to abandoned carts, CRM hygiene, reporting and the places where AI genuinely helps.