Insights
Notes on where ecommerce growth actually gets stuck.
Short, opinionated pieces on prioritisation, diagnosis and the commercial judgement behind ecommerce growth. Written first for LinkedIn, kept here in full so they are readable, linkable and searchable.
More traffic isn't always the answer
When growth slows, most ecommerce teams reach for more demand. Often the constraint sits further down the system — and more traffic simply makes it more expensive.
12 August 2026
Most ecommerce teams don't have an activity problem
They have a prioritisation problem. Plenty is happening across channels and agencies — very little of it is sequenced against the same commercial constraint.
29 July 2026
AI discovery is a distribution change, not a content tactic
Assistants and AI answer surfaces sit between your brand and the buyer. That changes what needs to be machine-readable — and it is closer to merchandising than to blogging.
8 July 2026
Before you spend more, find the constraint.
The Growth Diagnostic is a senior commercial review of the complete ecommerce growth system, ending in a prioritised 90-day and 12-month plan.