Brandt Loveridge
🇺🇸Small e-commerce: margins, ads and knowing when to stop
- 14 años de experiencia
I have run online stores for fourteen years, two that worked and one that burned through a hundred thousand dollars before I shut it. I now advise small operators, mostly people doing between ten thousand and two hundred thousand a year. Almost everyone who comes to me has a margin problem they think is a traffic problem. They want more advertising; what they need is to know their real contribution margin after shipping, returns, platform fees and the ad cost itself. Half the stores I look at are losing money on their best-selling product, and nobody has ever calculated it. The other conversation is harder and I have it often: whether to stop. There is a version of this business that takes four more years of your life and does not work, and recognising it early is worth more than any tactic. I will do that arithmetic with you honestly, including when the answer is to keep going.
Idiomas de consulta
- Inglés
En TalkXp desde hace 1 día
Competencias
- Contribution margin
- Shipping and returns costs
- Paid acquisition for small budgets
- Marketplace fees
- Inventory cash cycle
- Deciding to close
Lo que le distingue
Half the stores I look at lose money on their best seller and have never calculated it. We do that number first, and sometimes the whole strategy changes in twenty minutes.
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