An e-commerce marketing partner that respects margins, not just revenue.

Yes. We've built and migrated dozens of Shopify and Shopify Plus stores. We'll also recommend against Shopify if your business is wrong for it — usually the right call for marketplace plays or extremely custom checkouts. For most DTC brands between $5M and $80M in revenue, Shopify Plus with a thoughtful theme and a curated set of apps is the right answer. Above $80M, the question of headless versus monolithic becomes worth a real conversation; we've led both migrations and have honest opinions about when each is overengineered.

Yes. Klaviyo, Postscript, Attentive, Recharge, Yotpo, Gorgias, Stamped, Loop Returns, Smile.io — we've worked across the full DTC stack and have opinions about all of it. We'll tell you which tools are pulling their weight, which are duplicative, and where the stack is creating data fragmentation that's hurting attribution. Most mid-market DTC brands could remove three apps and add no friction.

$4M in annual revenue. Below that, our retainer math doesn't work for either party. The brands at $4-12M are usually our highest-leverage engagements — there's enough revenue to fund real work, enough room to grow that the lifts matter, and not yet enough in-house bench to make us redundant. Above $60M brands typically have their own marketing director and use us for specialist functions (paid, email, creative) rather than full-service.

Contribution margin after ads, every time. Platform ROAS is the metric that fooled half the DTC industry into 4xing revenue and going bankrupt. MER (media efficiency ratio) is better but still incomplete because it doesn't account for COGS, fulfillment, or returns. We model contribution margin per order as the headline metric on every monthly reporting deck, and tie our retainer performance review to it. Anyone using ROAS as the headline number is selling you on a metric that benefits them, not you.

Northbeam for most accounts above $10M revenue, Triple Whale for the more mid-market segment. We layer post-purchase survey data from KnoCommerce or Fairing on top, geo-holdout tests quarterly, and a custom Looker dashboard for the largest accounts where the BI infrastructure deserves its own treatment. No single tool gets attribution right; the discipline is triangulating across multiple sources and being honest about which number to trust for which decision.

Mostly DTC, but yes to brands that run a hybrid DTC-plus-wholesale model. The wholesale revenue stream usually demands different tooling — Faire, NuOrder, or Shopify B2B — and a different content strategy aimed at retail buyers rather than end consumers. We'll scope wholesale support separately, since the work overlaps less with DTC marketing than agencies typically pretend.