About the author Jarrod Souza is the founder of CFO Expertise and leads the firm’s client work as its CFO. He has spent 15+ years in the finance seat, including as CFO of Michael Hyatt and Company, and now partners with ecommerce and DTC brands scaling into eight figures on forecasting, margins, and cash. He […]
What a Tech CFO Does for an Ecommerce Brand
About the author Jarrod Souza is the CFO and founder behind CFO Expertise. His 15+ years in finance leadership include the CFO chair at Michael Hyatt and Company, and today he runs the numbers for ecommerce and DTC brands in the multi-million-dollar range. He works as an operator rather than a CPA, wiring financial data […]
How to Hire a CFO for Your Ecommerce Brand
About the author Jarrod Souza founded CFO Expertise and leads its client work as CFO. Across 15+ years in the seat, including as CFO of Michael Hyatt and Company, he has run finance for ecommerce and DTC brands scaling into eight figures. He is not a CPA; his background is operating and finance leadership, with […]
When to Hire a CFO for Your Ecommerce Brand
About the author Jarrod Souza is the founder of CFO Expertise. He has spent 15+ years as a CFO, including as CFO of Michael Hyatt and Company. Earlier, he scaled a golf ecommerce brand from about $4 million to $43 million as its finance operator. Today, he helps 7 to 8-figure ecommerce and DTC brands […]
Ecommerce Analytics Tools That Connect Data to Profit
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 […]
Ecommerce Marketing Analytics for High-Growth Brands
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 […]
Ecommerce Predictive Analytics: A Guide for Growing Brands
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. […]
How to Set an Ecommerce Marketing Budget That Converts
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, […]
Ecommerce Revenue Optimization That Protects Your Margin
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 […]
Ecommerce Cash Flow Guide to Manage, Forecast, and Scale
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 […]