Digital Marketing for E-commerce & D2C

Beyond ROAS: grow profit, not just revenue

A great ROAS can still hide a business losing money per order. We instrument contribution margin, LTV by cohort and blended CAC, so budget scales only where the unit economics work, read Beyond ROAS.

Win the new channels, quick commerce included

Quick commerce is now a core D2C channel. We run the digital shelf and on-platform ads on Blinkit, Zepto and Instamart alongside Meta and Google, measured to profitable orders. See the quick-commerce playbook.

Creative velocity + a retention engine

Brands that test 15–20 creatives a week beat those running the same three for months, and repeat rate is the quiet engine of profitable D2C. We pair that velocity with WhatsApp-led lifecycle and win-backs, tied to e-commerce growth.

Full-funnel, measured to margin — not vanity ROAS

Scaling a D2C brand on a flattering ROAS is how brands scale a loss, because ROAS ignores product cost, shipping, fees and returns. We run the full funnel against the numbers that actually pay: prospecting to fill the top, retargeting to recover the majority who don’t buy first visit, and retention — the second and third order is where D2C makes its money, each structured and judged separately so a cheap prospecting click isn’t measured by the same yardstick as a high-intent retarget. Everything ties to contribution margin (CM2), LTV and blended CAC, so we scale only what the unit economics can carry. Creative is treated as the main performance lever it now is, families of variations tested deliberately, and honest attribution closes the loop back to the platforms so budget follows profit, not the biggest revenue line you can’t sustain.

Quick commerce and marketplaces, modelled on true margin

For a D2C brand, quick commerce and marketplaces are now core channels, not afterthoughts, but they only build the business if you model them on true margin rather than treating them as costless distribution. Quick-commerce platforms take a meaningful commission (often 30–40%), so a product that’s profitable on your own site can lose money on Blinkit or Zepto once you account for the cut and any on-platform ad spend. We start from contribution margin per SKU on each channel, list only the products the economics can carry, and run on-platform ads and the digital shelf (titles, images, ratings, category placement) like the search-and-shelf game they are, measured to profitable orders. Marketplaces get the same treatment. Visibility and reviews where buyers search, but with an eye on protecting your owned-site LTV and not cannibalising it. The winning shape is blended: quick commerce and marketplaces for scale and discovery, owned channels for margin and lifetime value, each held to its real economics rather than a flattering top-line number. It’s the discipline behind our e-commerce growth work.