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[ Industry advisory · E-commerce & retail ]

Strategic advisory for modern e-commerce brands.

Online brands can scale revenue faster than the financial structure underneath them. Ad spend climbs, inventory absorbs cash, and profitability disconnects from the top line. We help operators run the brand on contribution margin — not gross sales.

[ What we hear, again and again ]

The pressures inside e-commerce brands.

These questions need the business’s information and circumstances to be understood. They are not, on their own, evidence of the cause or the right solution.

  • 01Revenue growth masking eroding contribution margin per order
  • 02Inventory absorbing cash faster than the business can replace it
  • 03Ad spend judged on ROAS without the cost stack underneath it
  • 04GST, international sales and channel fees creating reporting fog
  • 05Cash conversion cycle stretching as the brand scales SKUs and channels

[ How we work ]

What the accounting and advisory work can cover.

  1. 01

    Contribution margin tracked by SKU, channel and customer cohort

  2. 02

    Inventory and stock-on-hand monitored against real sell-through

  3. 03

    Ad spend reviewed against true marginal contribution, not just ROAS

  4. 04

    Cash conversion cycle modelled monthly, with funding decisions ahead of time

  5. 05

    Structure built for international sales, marketplaces and brand acquisition

[ The numbers that matter ]

Measures that help owners understand performance.

Not a long list — the handful of numbers that, watched consistently, change how the business is run.

  • 01

    Contribution margin per order

    After COGS, fulfilment, fees and ad cost

  • 02

    Inventory turnover

    How fast capital tied up in stock comes back

  • 03

    Advertising ROI

    True return after fulfilment and discounting

  • 04

    Cash conversion cycle

    Days between paying suppliers and receiving cash

  • 05

    Stock holding levels

    Coverage by SKU against sell-through risk

[ Across the year ]

Through the year — not just a tax-time call.

See how we work →

These are possible review topics, not a standard calendar. We agree the work, reporting and meeting frequency for your business. Agreed actions have clear responsibilities and are followed up.

  • 01

    Contribution margin, inventory and ad performance review

  • 02

    Cash, funding and channel mix conversation

  • 03

    Tax, structure and international expansion planning

  • 04

    Brand-level strategy — capital, exit-readiness and long-term wealth

[ The honest line ]

Online brands that win long-term are the ones that understand profitability at the order level. We help operators see that clearly — and act on it before the next inventory order.

[ The next conversation ]

Run the brand on real contribution margin.

Bring the messy stuff. The numbers, the pressures, the decisions you've been putting off. The first conversation is structured, candid and obligation-free.

Book an introductory call →See Business Advisory

[ Other practices in e-commerce & retail ]