E-Commerce Consulting

E-commerce consulting is advisory and hands-on work covering the full revenue chain of an online store: which products deserve investment, how qualified the traffic is, what proportion of visitors buy, what an order earns after all costs, and how often customers return. It is distinct from campaign management, which optimizes only the first link in that chain.

Moon Workshop has worked with online retailers since 2013, from our base in Antalya, Türkiye. The engagement usually begins the same way: a store is spending more on advertising each month and revenue is growing, but the bank balance is not.

Start from contribution margin, not revenue

Revenue is the least useful number in e-commerce. Two stores with identical revenue can have completely different outcomes depending on product mix, return rates and shipping cost.

We build a contribution margin model per product group:

Once this exists, the strategy questions answer themselves. A product group with a 9 percent contribution margin cannot absorb a 4x ROAS target. A group at 45 percent can afford aggressive acquisition. Without the model, every channel target is a number someone picked because it sounded reasonable.

Conversion rate: the cheapest growth available

Doubling traffic is expensive. Improving conversion rate uses traffic you already paid for. We analyze the funnel step by step:

1. Landing and category pages — does the visitor immediately see products matching what they searched for?
2. Product pages — images, variant selection, stock clarity, delivery date, return policy visibility, social proof
3. Cart — unexpected costs, cross-sell placement, guest checkout availability
4. Checkout — number of fields, payment options, error handling, mobile keyboard behavior
5. Confirmation — accurate delivery expectations, which reduce both support load and returns

The most common single cause of lost orders is shipping cost revealed at the last step. The second is a checkout that fails silently on mobile for a specific payment method, which nobody notices because the people affected simply leave.

Measuring properly before optimizing

Funnel analysis needs a correct GA4 e-commerce implementation with view_item, add_to_cart, begin_checkout and purchase events firing accurately, including variants and refunds. We verify this before drawing conclusions, because a broken data layer produces confident wrong answers.

Product feeds are infrastructure

For any store advertising on Google Shopping or Meta catalogs, feed quality sets the ceiling on performance. A campaign cannot show a product the feed describes badly.

Our feed work covers:

• Disapproval and warning resolution in Merchant Center and Commerce Manager
• Title restructuring so the most-searched attribute appears early
• Complete attribute coverage: GTIN, brand, condition, availability, product type, shipping
• Custom labels for margin tier, seasonality, stock depth and clearance status
• Supplemental feeds for values the platform cannot derive from the store
• Ongoing monitoring, since feeds break quietly and cost money for weeks before anyone notices

Channel mix and marketplaces

Marketplaces bring volume and take margin, along with the customer relationship. Owned stores keep margin and require you to generate demand yourself. Most businesses need both, but the split should be deliberate.

We assess each channel on contribution margin after channel fees, operational load, cannibalization of the owned store, and the strategic value of owning customer data. Sometimes the recommendation is to reduce marketplace presence on specific product groups rather than expand everywhere.

Retention is where the profit is

Acquisition cost is paid once; margin from repeat orders is not. Yet most stores have no working definition of customer lifetime value and no segmentation beyond a single newsletter list.

We help define a customer value model you can actually calculate, segment customers by recency, frequency and value, and design lifecycle flows: post-purchase sequences, replenishment reminders where the product justifies them, win-back campaigns for lapsed buyers, and separate treatment for high-value customers.

Cross-border selling

Moon Workshop supports stores selling into Germany, the United Kingdom, the Netherlands and the United States. Cross-border expansion fails on operational details far more often than on marketing.

Practical checklist we work through:

• Language, currency and pricing presentation per market
• Shipping cost, delivery time and carrier expectations, which differ sharply by country
• Returns policy that matches local consumer expectations
• Payment methods people in that market actually use
• Tax and duty handling communicated clearly before checkout
• Customer service coverage in the local language and time zone

How the engagement runs

The first phase is diagnostic and typically takes three to four weeks: data review, economics model, funnel analysis and feed audit, ending in a prioritized roadmap. After that we either support implementation with your team or execute the campaign and development work ourselves.

Monthly reviews compare the model against reality. When actual margins diverge from the model, we correct the model rather than defend it.

Last updated: August 2026.