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.
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.
Learn what profit and loss means, how to read a P&L report, what affects ecommerce profitability, and how to track real profit across products, ads and costs.
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.
TikTok can make a weak acquisition strategy look like a strong one. That is the real risk. You open Ads Manager and see healthy ROAS, rising conversions, low CPMs, and plenty of activity. On the surface, everything looks like it is moving in the right direction. But once you compare
If you're deciding between Google Shopping and Performance Max in 2026, the real question is not which campaign drives more revenue. It's which of the two protects your profit. In this guide, we'll break down how Standard Shopping and Performance Max impact contribution margin,
You're spending $40,000 per month on Google Shopping. ROAS is 3.2x. Revenue looks strong. Your ads manager says things are scaling. But your accountant tells you margins are down 6% this quarter. What happened? This is the most common Google Shopping profitability problem in ecommerce right