Georgia Carapetis is Head of Marketing at MerchantFlow, helping ecommerce brands stop obsessing over ROAS and start focusing on profit. She writes about Google Shopping, contribution margins, and scaling without shrinking your margins.
A product costs you $40. You want to make "50%" on it. If you mean a 50% markup, the selling price is $60. If you mean a 50% margin, the selling price is $80. Same product. Same percentage. A $20 difference in selling price. That is why confusing
For years, ecommerce merchants have tried to get shoppers onto their website. Meta Muse points towards a slightly different future. A shopper could tell an AI what they need, let it research the options, compare products and eventually complete much of the purchase process on their behalf. The customer may
Do Shopify stores still need apps in the age of AI? See what AI can replace, what still matters, and how MCP is changing ecommerce software.
Your Shopify dashboard says you made $200,000 this month. Your products cost $72,000. So you made $128,000 profit, right? Not even close. That calculation gives you a rough view of gross profit, assuming your $72,000 product cost is accurate in the first place. It says nothing
Most ecommerce problems do not arrive with an obvious warning. Your Shopify dashboard rarely flashes red and tells you: "Your store became materially less profitable yesterday." Instead, the warning signs tend to appear across different systems. Meta spend creeps higher. Google Shopping ROAS softens. Conversion rate falls slightly.
The monthly agency report says performance is strong. Meta reports a 4.6x return on ad spend. Google Ads reports 5.1x. Revenue is up 18 per cent and cost per purchase is down. Then the client asks the question that changes the meeting: “Why is there less money in
Your Shopify dashboard says revenue is up. Google Ads reports a strong return on ad spend. Meta claims another successful month. Order volume is growing, traffic is climbing and your marketing team is preparing to scale the campaigns that appear to be working. Then you look at the bank balance.
Most ecommerce founders know their revenue. Far fewer know what their store is actually worth. That gap matters because revenue is not the same as value. A Shopify store can show strong sales, Meta Ads can claim purchases, Google Shopping can keep spending, and the business can still be worth
Every ecommerce team has seen the same problem. Meta says it drove the sale. Google Ads says it drove the sale. GA4 shows something different again. Shopify records the order, but it does not always settle the argument. Then the founder checks the bank account and asks the only question
Learn how to negotiate better COGS, reduce landed costs and improve ecommerce margins with practical supplier negotiation steps.
Revenue-based funding can help ecommerce brands scale, but only if margins and cash flow support it. Learn when it works and when to avoid it.
Learn how margin by region helps ecommerce brands see which countries are truly profitable after costs, shipping, refunds and ad spend.
P&L stands for profit and loss. Learn what a P&L statement means, how to read one, the key formulas, and how ecommerce brands track true profit.
Most ecommerce brands are not short on reports. They have Shopify reports, Google Ads dashboards, Meta Ads dashboards, GA4, spreadsheets, agency updates and maybe a few screenshots floating around Slack. The problem is that none of them seem to tell the same story. Google Ads might say Shopping is performing
Learn how ecommerce brands can measure Meta Ads beyond ROAS, protect margins, track product profitability and scale campaigns without wasting ad spend.