E-commerce
D2C e-commerce brand (name withheld)
A performance marketing and product-page SEO engagement for a direct-to-consumer brand scaling beyond marketplace dependency.
Client identity and performance figures are withheld until written approval is received.
Project overview
A D2C brand selling primarily through marketplaces wanted its own website to become a profitable acquisition channel. Brand name and revenue figures are withheld pending written approval.
Client objective
Build a profitable own-site acquisition channel with clean product data, working feeds, and measurable contribution margin.
The challenge
Product feed errors blocked shopping campaigns, category pages had no organic visibility, and blended ROAS could not be separated from marketplace sales.
Initial situation
- •Merchant Center feed with disapproved items
- •Thin category pages with duplicate meta data
- •No first-party data capture on the website
- •Attribution mixed across marketplace and own-site revenue
Research
- Category-level keyword and demand analysis
- Feed diagnostics and attribute gap analysis
- Margin analysis by product line to define profitable ROAS targets
- Checkout drop-off review on mobile
Marketing strategy
- Fix the feed and product data before scaling spend
- Category pages built as genuine buying guides, not empty grids
- Shopping and Performance Max structured by margin tier
- Email and WhatsApp capture to lower repeat-purchase acquisition cost
Execution timeline
- 01
Data
Feed errors resolved, attributes enriched, GTINs and variants corrected.
- 02
Site
Category and product pages optimised for speed, content depth and schema.
- 03
Paid
Shopping, Performance Max and Meta catalogue campaigns split by margin tier.
- 04
Retention
First-party capture and lifecycle flows introduced.
- 05
Scale
Budget allocated against contribution margin, not blended ROAS.
Channel strategy
Creative strategy
Product-in-use video, offer-led statics and UGC-style creative tested continuously against a control set.
SEO strategy
Category buying guides, unique product copy, faceted-navigation control, internal linking and Product schema.
Google Ads strategy
Clean Merchant Center feed, Shopping and Performance Max segmented by margin tier, brand and non-brand separated.
Meta Ads strategy
Catalogue advantage+ campaigns for retargeting, creative-led prospecting measured on incremental contribution.
Website strategy
Faster category and product pages, simplified mobile checkout, structured data across the catalogue.
Lead generation strategy
Email and WhatsApp capture with genuine incentive, feeding lifecycle flows that reduce paid dependency.
Services provided
Deliverables
- Merchant Center feed remediation
- Category and product page SEO
- Shopping / Performance Max / Meta catalogue campaign builds
- Contribution-margin reporting model
- First-party capture and lifecycle setup
Before & after
We publish only verified numbers. Entries marked as pending will be updated once the client approves the figures for publication.
| Metric | Before | After |
|---|---|---|
| Feed approval rate | Pending client verification | Pending client verification |
| Own-site revenue share | Pending client verification | Pending client verification |
| Organic category page sessions | Pending client verification | Pending client verification |
Results
- Product data and feed made campaign-ready
- Own-site performance separable from marketplace revenue
- Published performance figures pending client approval
Key learnings
- •In e-commerce, data quality is a performance lever, not a housekeeping task
- •Blended ROAS hides unprofitable product lines
- •Category pages earn organic traffic only when they help someone choose
Client testimonial
Awaiting the client's written testimonial. We do not publish testimonials that have not been given and approved by the client.
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