Ecommerce

Ecommerce content usually optimises for the exciting parts, product selection and ads, and skips the parts that decide profitability, which are shipping, returns and inventory. The posts here try to weight them correctly.

Product and sourcing guides cover what sells, where to buy it, and how to evaluate a product on margin after fulfilment rather than on sticker price. Store guides cover launching without inventory, running a boutique, and selling digital products alongside physical ones, which is often the fastest route to a healthy blended margin.

Operations gets real coverage: FIFO inventory accounting, the cheapest genuinely reliable shipping options at small volume, and the upsell and cross-sell mechanics that raise average order value without annoying customers into returning things.

Marketing sits on top of that. Micro-influencer sourcing, which works far better at small scale than chasing large accounts. Newsletters as an owned channel that survives ad cost inflation. And affiliate programs, which suit ecommerce well precisely because the payout only happens on a completed, non-returned order.

Where numbers are cited, the source and the year are given, because ecommerce statistics age badly and get repeated long after they stop being true.