Expertise
An e-commerce marketing agency that grows revenue, not just traffic that never converts.
NWLAB runs marketing for DTC online stores: paid media with a dynamic catalog, retention email marketing and checkout conversion optimization. It is for stores with an active catalog and an operation ready to scale revenue past the first order, starting at $1,500 per channel per month. We work remotely with stores in the United States, Canada, the United Kingdom, Australia and Brazil.
We build the marketing operation for DTC online stores: paid traffic with a positive ROAS, email marketing that recovers carts and lowers CAC, and conversion optimization that makes the same traffic worth more.
Talk to a SpecialistWhy E-commerce is different
DTC e-commerce competes on three fronts at once: traffic, conversion and retention. Focus only on traffic and your CAC climbs while your margin shrinks. Ignore retention and you keep buying the same customer back at acquisition price. DTC stores that grow sustainably have paid traffic tuned toward high LTV customers, email that brings the customer back, and a product page and checkout that do not leak conversions.
Common marketing mistakes in e-commerce
Scaling budget without testing creative
A creative that was never tested on a small budget should not get a big one. Raising spend on a bad ad accelerates the waste, not the result.
Running without email marketing
Email in e-commerce returns an average of $38 for every $1 invested. It is the most underrated channel there is. Abandoned cart recovery flows bring back between 5% and 15% of carts.
A checkout with friction
Every unnecessary field in the checkout lowers the completion rate. A checkout with 7+ fields has an abandonment rate 2–3x higher than one with 3–4 fields.
Measuring ROAS and ignoring LTV
A 3x ROAS can be profitable on a $40 product at 60% margin and a disaster on a $65 product at 20% margin. With no margin and LTV analysis, campaign optimization is calibrated to the wrong number.
Services best suited to e-commerce
Primary
Paid Traffic (Meta + Google)
Meta Ads for acquisition with Advantage+, dynamic catalog and cart retargeting. Google Shopping and Performance Max to capture search with buying intent.
See plan →Email Marketing
The essential e-commerce automations: welcome, abandoned cart recovery, post purchase (cross sell plus review) and win back for an inactive list.
See plan →Conversion Optimization
A funnel audit from the ad to the checkout. We find the biggest drop off points and ship fixes prioritized by impact.
See plan →Benchmarks and references
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Average e-commerce conversion rate: 1–2%. Stores with active optimization reach 3–5%
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Abandoned cart recovery through email: 5–15% of carts; through email plus remarketing: 10–20%
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Average ROAS on Meta Ads campaigns for e-commerce: 3–6x in established stores with good creative
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Email marketing accounts for an average of 20–30% of total revenue in mature DTC stores
Results vary by context. We use our diagnostic to frame feasibility before any projection.
Frequently asked questions
How do I raise the ROAS of my e-commerce on Meta Ads?
ROAS is the result of three variables: the creative (who clicks), the landing or product page (who stays) and the checkout (who buys). The real leverage is in testing creative continuously, optimizing the product page and the checkout, and using a dynamic catalog plus retargeting with the right segmentation.
Is email marketing worth it for e-commerce?
Email has the highest ROI in e-commerce. The three most critical flows: abandoned cart recovery (brings back 5–15% of lost carts), the welcome sequence (turns new signups into a first purchase) and post purchase (raises LTV with cross sell).
How do I reduce cart abandonment in my store?
Cart abandonment has different causes: a checkout that is too long, shipping cost revealed only at the end, too few payment options, no trust. The fixes: simplify the fields, show shipping earlier, add trust badges and a clear return policy. Back it up with a recovery email sequence within 72 hours.
How do I know if my store is ready to scale ad budget?
Three basic conditions: a store conversion rate above 1.5%, a ROAS that holds up before you scale, and an active email funnel to reduce dependence on paid remarketing.
Is your store generating traffic or generating revenue? The difference is in the funnel.
We look at your full funnel, from the ad to the checkout. We find where the revenue is leaking before any proposal.
Talk to a SpecialistNo commitment. Just context, judgment and clarity.