The Blog Where Ecommerce Meets CFO

Most founders treat analytics as a tools problem. Buy the right platform, connect the data, and the answers are supposed to appear. In the brands we work with, the tools are rarely the issue. The real gap is knowing which numbers to trust and what to do once you see them. I have sat across […]

Research suggests that only around 5% of buyers are actively in the market at any given time. That’s why growth depends on making the most of every marketing dollar and understanding which efforts drive revenue. That’s easier said than done. Shopify, Google Ads, Meta, and email platforms all generate their own reports, leaving you with […]

What if you knew what your customers were likely to buy before they placed an order? Being able to anticipate customer behavior changes how you plan inventory, allocate marketing budgets, and prepare for growth. With historical reports, you can only understand what happened, but with predictive analytics, you can plan the future of your business. […]

Every ecommerce brand needs a marketing budget. The challenge with building an ecommerce marketing budget is deciding how much to spend, where to allocate it, and how to know whether that investment is producing the right results. The answer goes beyond industry averages and percentage-based formulas. A good budget reflects your growth goals, acquisition strategy, […]

Roughly 70% of people who add something to their cart never buy it. Baymard Institute puts the 2026 average cart abandonment rate at 70.22%, measured across 50 studies. Most of that is money you already spent to attract, leaking out one step before the sale. Hey, I’m Jarrod Souza. I have spent 15 plus years […]

Cash flow is usually what starts feeling messy first as an ecommerce brand grows. The inventory needs to be reordered sooner, ad spend keeps increasing, and payouts arrive later than expected. Meanwhile, the business may still look profitable on paper. This guide explains how ecommerce cash flow works, how to forecast it effectively, common mistakes […]

Which kind of ecommerce consultant do you actually need, and how do you know they are worth the money? Hey, I’m Jarrod Souza. I have spent more than 15 years as a CFO, including as CFO of Michael Hyatt and Company, and before that I was the operator who scaled a golf ecommerce brand from […]

What happens when revenue is growing, orders are coming in, and the business still feels short on cash? That situation is more common in ecommerce than most founders expect. Inventory orders grow, ad spend keeps climbing, and growth starts to put pressure on cash flow and margins. It’s also one of the biggest reasons fast-growing […]

Most ecommerce sellers know their revenue. Very few know their actual profit. Enter your numbers below to see your true contribution margin, net profit, and where your margins can improve.   How to Use the E-commerce Profit Calculator The calculator runs on 6 monthly business inputs plus 2 optional profit levers. Here is exactly what […]