Practical notes for fashion and beauty ecommerce operators. Enough to sharpen the question. Not a substitute for the work.
12 October 2026
Ecommerce return rate for fashion and beauty. What sits in the rate, why fashion and beauty do not share a good number, and what the average hides.
Read →9 October 2026
Subscription ecommerce for fashion and beauty. Replenishment, subscribe-and-save, and a second item are three jobs. What the tile hides.
Read →7 October 2026
How to hire an ecommerce consultant in the UK. The three ways help is sold, what UK trading genuinely changes on duty, returns and seasonality, and how to scope a first engagement you can check.
Read →5 October 2026
What a fashion and beauty brand consultant actually covers. Brand and creative, category operator, or contribution owner are three different jobs sold under one title. How to tell which one your constraint needs.
Read →2 October 2026
Why your store and the ad platform disagree at the tracking layer, what a server-side event actually adds, what match quality does to what the platform buys next, and how to tell whether recovered reporting was real growth.
Read →30 September 2026
Open to buy and demand forecasting for ecommerce. What an intake plan commits you to and when, where forecast error actually costs money, and why a good forecast still loses to a bad markdown decision.
Read →28 September 2026
What is a good sell-through rate in ecommerce? The ranges worth holding, the window that makes them readable, and why 80 per cent at full price and 80 per cent after markdown are two different businesses.
Read →25 September 2026
SKU rationalisation without cutting the wrong options. How to decide what to stop buying using contribution per option and the job each option does in the range, and why revenue can fall while contribution rises.
Read →23 September 2026
Attribution allocates credit for orders. It does not establish cause. What last click, position based, data-driven modelling, media mix modelling and holdout testing are each honestly good for, and why picking one is a commercial judgement.
Read →21 September 2026
Checkout abandonment rate has a different denominator from cart abandonment. What it measures, why the industry averages quoted at you are usually cart, where the loss actually sits before the payment step, and the causes in order of size.
Read →18 September 2026
Break-even ROAS in ecommerce. The logic behind the target, why a version built on gross margin alone is wrong once returns, shipping, payment fees and discount are in, and why one company-wide number damages a mixed catalogue.
Read →16 September 2026
Ecommerce automation beyond a Flow tutorial. Name the commercial leak first, then the class of system worth building. What a week-one artefact should be.
Read →14 September 2026
CAC vs CPA in ecommerce. CPA is a platform cost per action inside its own window. CAC is the business cost of a new customer. What belongs in each numerator and denominator, and the reporting failure when a board pack carries both.
Read →11 September 2026
Assortment planning for ecommerce without the enterprise platform. How a range plan is built, how option count trades against depth, and why the plan and realised demand stop agreeing a few weeks into the season.
Read →9 September 2026
When a sale makes money and when it only pulls demand forward. Pull-forward versus incremental in English, for fashion markdown and beauty gifts. Not a promo-code guide.
Read →7 September 2026
Ecommerce contribution margin as the decision number versus revenue, gross, and AOV. What belongs in the line, and what fashion and beauty teams leave out.
Read →4 September 2026
What a fashion ecommerce agency usually owns versus a media shop, a theme shop, or someone who sits on contribution. How to brief the hire. Not a directory list.
Read →2 September 2026
How to improve customer retention in ecommerce without an ESP tips list. Check the first product, then the second item, then whether the discount was incremental.
Read →1 September 2026
Blended CAC is total acquisition spend divided by new customers. Use it when channel CAC looks fine and the company still feels expensive to grow.
Read →30 August 2026
Is your ROAS target making you money? Type one order. See the real floor, the CPA, and whether the number in the ads manager still holds.
Read →29 August 2026
What a conversion optimisation consultant can own, where CRO programmes actually fail, and how to brief one so the wins survive past the test.
Read →28 August 2026
What an incrementality test is for in ecommerce. Name the spend decision, pick a test class, and say what evidence can settle it. Not a second MER vs ROAS page.
Read →28 August 2026
The LTV to CAC ratio in ecommerce. Where the 3 to 1 rule came from, why a blended ratio hides a channel that never pays back, and what payback answers instead.
Read →27 August 2026
How to increase average order value without an upsell app list. Check mix and first SKU, then the basket change, then whether the extra pounds are still contribution.
Read →26 August 2026
ROAS vs ROI in ecommerce. What each number divides, where they separate, and why a 4x platform ROAS can still be a poor return on the money you spent.
Read →25 August 2026
How to reduce cart abandonment without an app list. Check traffic mix, then the page, then whether recovery is taking credit for orders that would have completed.
Read →25 August 2026
Ecommerce merchandising beyond the app and the lookbook. Range, demand, markdown, and size or shade. What fashion and beauty brands should measure before they rebuild the grid.
Read →25 August 2026
What a Shopify consultant owns versus a theme shop or media partner. How fashion and beauty brands should brief the role, and what the investigation still has to find.
Read →21 August 2026
MER vs ROAS for ecommerce. What each dashboard counts, why they disagree, and why incrementality is the spend decision.
Read →21 August 2026
How to improve ecommerce conversion rate, and Shopify CRO, without another tips list. Mix vs PDP vs checkout. Cart abandonment is the same problem.
Read →21 August 2026
Customer retention in ecommerce when they only buy on sale. Second purchase, replenishment, and which first products actually repeat.
Read →21 August 2026
Unit economics for a Shopify fashion or beauty brand. Contribution after returns, ads and apps. Shopify as an example stack.
Read →21 August 2026
What is a good CAC, LTV:CAC and payback for ecommerce. Beauty replenishment vs fashion second order. Not a medical CAC score.
Read →21 August 2026
What is a good ROAS for ecommerce? Why 2× or 4× is not a verdict, and how platform ROAS differs from MER, contribution and incrementality.
Read →21 August 2026
What is a good ecommerce conversion rate? Fashion and beauty ranges, why yours may be dropping, and why cart abandonment is a conversion problem.
Read →21 August 2026
Ecommerce consultant vs agency vs fractional. Who owns the P&L, what each model ships, and how fashion and beauty brands should choose.
Read →