Notes

What I've learned running other people's e-commerce.

Short, opinionated notes on acquisition, retention, Shopify and the economics underneath them. No growth hacks.

LatestIndustry · 12 May 2026 · 6 min

The Agentic Commerce Shift: What DTC Brands Need to Know About AI as a Sales Channel

AI platforms are projected to account for 1.5 percent of US e-commerce sales in 2026. OpenAI launched instant checkout. A new acquisition channel is forming and most brands are not ready.

Read the note

5 May 2026E-commerce Reporting Is BrokenYou are drowning in dashboards and starving for insight. Your weekly report is a rear-view mirror when you need a windshield.Strategy5 min
28 Apr 2026Why I Don't Charge by the HourHourly billing rewards slow work and penalises efficiency. If your consultant gets faster through better systems and AI, you should pay more, not less.Agency Life5 min
21 Apr 2026First-Party Data Is Not Optional AnymoreMost brands under 10 million have no first-party data strategy beyond having a Klaviyo list. In a post-cookie world, that is not enough.Strategy6 min
14 Apr 2026How to Audit Your Klaviyo Setup in 30 MinutesA quick, opinionated checklist for the most common Klaviyo mistakes I see when auditing DTC brands. Most of them are leaving real revenue on the table.Retention6 min
7 Apr 2026The DTC Acquisition Crisis: Why Your Ad Costs Are Up and What to Do About ItMeta CPMs are up 22 percent year-over-year. Google CPA has risen 17 percent. The answer is not spending more. It is fixing the rest of the funnel.Acquisition6 min
31 Mar 2026Why We Built Kreel: Tooling That Makes a Strategist Better, Not RedundantMost e-commerce strategists spend their week assembling data instead of interpreting it. We built Kreel to take that work off the table, so the judgment part gets more room rather than less.Strategy6 min
24 Mar 2026AI Won't Replace Your E-commerce Strategist. But It Will Replace Your AgencyExecution-layer work is getting commoditised fast. Writing ad copy, building emails, pulling reports. AI handles all of it. What it can't do is decide what to execute and why.Industry5 min
17 Mar 2026The Real Cost of Disconnected E-commerce ToolsYour Meta campaign looks great on platform ROAS. Your Klaviyo flows ignore acquisition source. Your Shopify data sits in its own silo. Here is what that actually costs you.Strategy5 min
10 Mar 2026Why Your DTC Brand Doesn't Need an Agency. It Needs an ArchitectBrands doing 2 to 10 million are stuck in a dead zone. Agencies give them juniors. A full-time CMO costs more than they can justify. There is a third option.Strategy5 min
5 Nov 2023The "Unfair Advantage" of Full-Stack E-comWhen your media buyer talks to your email marketer who talks to your developer, magic happens. But usually, they are in different companies.Strategy6 min

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