Ecommerce
Ecommerce marketing for online shops and retailers
An online shop can see every click and still not know which ads make money. The platforms count purchases. You count delivered parcels and the margin left after returns. We build the marketing on your numbers.
How people buy online, and where the numbers lie
Some buyers know what they want. They search a product or a category, compare prices on Google Shopping and buy where delivery looks fast and safe. Others discover a product in a video between two friends’ posts and buy within minutes, or come back a week later after seeing it three more times.
Where cash on delivery dominates, an order is only a promise. The customer confirms by phone or WhatsApp, the courier tries to deliver, and some parcels come back. A campaign that brings many orders and many refusals can lose money while the ad dashboard shows a record month.
Repeat buyers carry most established shops. The first order often barely pays for the ad that brought it. The second and third are where the margin is.
What we set up for an online shop
A clean product feed
Titles, attributes, prices and stock that match the site, so Google Shopping and Performance Max show the right products for the right searches.
Category and product SEO
Category pages built around how people search, and filters that do not spawn thousands of duplicate pages. That is the core of ecommerce SEO.
Social ads with real creative
Meta and TikTok campaigns built on product videos, customer reviews and offers that still hold up on margin.
Order confirmation on WhatsApp
For cash on delivery, a fast confirmation message and a call for doubtful orders, all handled in the unified inbox, to cut refusals at the door.
Repeat purchase flows
Abandoned basket, post-purchase, replenishment and win-back messages by email and SMS, sent with consent.
Server-side tracking
Purchases sent to the ad platforms from your server, and corrected for cancellations where the platform allows it, so the algorithms learn from real sales.
Platform numbers and your numbers
Ad platforms grade their own homework. Our ROAS calculator checks a campaign against your real costs.
| What the ad platform reports | What we report |
|---|---|
| Purchases attributed to its own ads | Orders confirmed, shipped and delivered, by channel |
| Revenue and ROAS before returns | Margin after product cost, delivery, returns and ad spend |
| New and returning customers mixed together | Cost per new customer and repeat rate, separately |
| Its own attribution window | One attribution model across every channel |
The numbers we track for ecommerce
Delivered revenue by channel
What actually reached customers and was paid for.
Contribution margin
Revenue minus product cost, delivery, returns and ad spend, per channel and per product family.
Cost per new customer
Compared with the margin on a first order.
Repeat purchase rate
Customers who order again within 90 days, by the channel that first brought them.
Confirmation and delivery rate
For cash on delivery, by campaign and by region.
Traps in ecommerce marketing
- Judging campaigns on platform ROAS, before returns and refusals
- Discounts every week, until nothing sells at full price
- Ads for one product that land on the homepage
- Best sellers out of stock while their ads keep running
- No message to a customer after the first order
- Every product advertised the same way, whatever its margin
Frequently asked questions
Should a small online shop start with Google or Meta ads?
If people already search for what you sell, start with Google Shopping: it captures demand that exists. If the product is new or visual and nobody searches for it yet, start with Meta or TikTok to create demand. Most shops end up needing both.
How do you handle cash on delivery?
Every order gets a confirmation message within minutes and a call when something looks doubtful. We report confirmed and delivered orders by campaign, and pull budget from campaigns whose orders do not arrive.
What ROAS should we aim for?
It depends on your margin. A shop with a high margin profits at a ROAS that would ruin a shop with a thin one. We work out your break-even ROAS from product cost, delivery and returns, and set targets above it.
Do you work with shops that also have physical stores?
Yes. Store pages on the map, local stock information and click-and-collect bring online searches into the shop. We ask in-store customers how they found you and count store visits where the platforms allow.
Can you build or rebuild the shop itself?
Yes, when the current one holds sales back. Our ecommerce website design work covers speed, product pages and the checkout.
Last updated · By the Napexy team
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