Blog

Why does the IQOS UK subscription service make you want to unsubscribe?

2026-04-08

This is a textbook example of a service designed around the operational convenience of the business, not around actual customer behaviour.

  • Ecommerce
  • Subscription
  • Case Study
  • UX

Why digital marketing is not ecommerce, and what it costs when businesses confuse the two

2026-04-23

Handing ecommerce to the marketing team is one of the most persistent structural errors in companies with an online channel.

  • Ecommerce
  • Marketing
  • Leadership
  • Digital Transformation

What happens after “Order confirmed” is where lifetime value is actually built

2026-06-02

Most ecommerce teams focus almost exclusively on the pre-sale journey. This is one of the most costly habits in ecommerce. The payment is not the end of the funnel, but the beginning of the customer relationship.

  • Ecommerce
  • CX
  • Retention
  • LTV

Cookie consent banner is a critical UX decision that affects customer perception

2026-06-08

Many retailers view the consent banner as a legal obligation, implementing it once and then ignoring it. This approach is flawed, as the banner sets the mood for first impressions, determines the amount of marketing data retained, and influences regulatory risk.

  • Ecommerce
  • UX
  • Data Privacy
  • CRO

Selling where the customer already is: TikTok Shop, marketplaces and the build-or-rent decision

2026-06-15

TikTok Shop isn’t just something your social team is testing anymore. In the UK, it’s now a real sales channel with its own economics, and it should be managed that way.

  • Ecommerce
  • Social Commerce
  • TikTok
  • Strategy

The cheap platform is the expensive one: technical debt as a board decision

2026-06-25

You don’t see the real cost right away. It builds up over time. Engineers call this technical debt, and it works like real debt: every shortcut adds up and comes with a price.

  • Ecommerce
  • Replatforming
  • Strategy
  • Platform

Common mistakes when making a product description and why it costs sales

2026-06-29

Most online product descriptions could be switched between products without anyone realising. Read the article for tips on structuring product descriptions that drive sales.

  • Ecommerce
  • PDP
  • Copywriting
  • CRO

A record sales day tells you almost nothing about whether you made money

2026-07-01

Big sales events bring in big revenue, and those numbers often get celebrated. But we should look at them more carefully. A record day built on deep discounts and smaller orders can actually lose money on many sales.

  • Ecommerce
  • Pricing
  • Margin
  • Strategy

Should you bid on your own brand name in paid search?

2026-07-06

The real answer is that it depends on whether the traffic is truly incremental. It can quietly waste money on clicks you would have gotten for free.

  • Ecommerce
  • Digital marketing
  • PPC
  • Paid search

In-house, agency or hybrid: what should an ecommerce team actually own?

2026-07-08

The in-house versus agency debate isn't about the cost. In reality, it’s about control, and making the wrong choice can be costly in ways that don’t appear on your invoice.

  • Ecommerce
  • Digital Marketing
  • StrategyLeadership

Your product images do the selling. Are they shown in the right order?

2026-07-13

56% of users check the product images before even reading the title. Many galleries are arranged in the wrong order, which hurts your conversion rate unless you know what to look for.

  • Ecommerce
  • CRO
  • UX
  • Merchandising