We build Shopify and WooCommerce stores that actually sell — and the marketing systems that keep them profitable. For D2C founders who are done funding an agency retainer with no revenue to show for it.
D2C brands we've built and grown
Signs you need this
Most D2C founders reaching out to us have been running their store for 6–18 months and hit the same wall. These are the signs we see most often.
My ROAS has dropped in the last 3–6 months and I don't know why
My cart abandonment is high but I've never actually tested a fix
I'm scaling ad spend but my profits aren't scaling with it
My mobile conversion rate is less than half my desktop rate
I can't clearly attribute which ads or channels actually drive profit
Retention and email revenue is below 20% of my total revenue
Customers buy once but rarely come back for a second order
I've never run a proper A/B test on my product pages or checkout
Ticked 3 or more?
These are solvable problems — but only if you fix the right one first. Let's figure out which one that is.Why D2C brands stall
Not symptoms. The actual root causes — the ones your current agency probably isn't talking about.
01 — Acquisition
Your agency reports ROAS. ROAS is not profit. When you subtract returns, shipping, payment gateway fees, and cost of goods, most D2C brands discover their "profitable" campaigns are actually running at a loss. We build attribution that tells you your actual contribution margin per order — by channel, by campaign, by product.
02 — Conversion
The average D2C store converts at 1–2%. Most of the ones we audit are converting below 1%. The gap is almost never about the product — it's about trust signals, page speed, mobile experience, product page clarity, and checkout friction. Every one of these is measurable and fixable. But they have to be fixed in the right order.
03 — Unit Economics
Scaling ad spend on broken unit economics is the fastest way to grow a business into insolvency. We've seen it happen. Before we touch your ad budget, we build a clear picture of CAC, AOV, LTV, and contribution margin. If the numbers don't support profitable scaling, we tell you — and we fix the store first.
04 — Retention
Most D2C brands we speak to have zero post-purchase strategy. No email flows. No win-back campaigns. No loyalty structure. The industry benchmark for email revenue is 20–30% of total revenue. If yours is below that, you're essentially giving money back to Meta and Google every month to acquire customers you already own.
05 — Visibility
You're looking at last-click attribution in Meta Ads Manager and thinking that's the full picture. It isn't. With iOS privacy changes and multi-touch purchase journeys, last-click attribution misattributes 30–50% of revenue. You're cutting channels that are working and scaling ones that aren't — because your data tells you the wrong story.
How we fix it
We build proper analytics infrastructure from the ground up. Server-side tracking, GA4 with ecommerce events, first-party data collection, and a reporting layer that shows you actual contribution margin by channel — not just clicks and purchases. When you can see what's really happening, every decision gets easier.
How we approach it
Most agencies own one layer of this and call it a day. The problem is each layer depends on the others. Ads don't scale if the store doesn't convert. Conversion work doesn't compound if retention is broken. Retention doesn't work if you can't measure it. We build the whole system.
We fix your store's ability to convert before we scale your ad spend. Every rupee of budget works harder on a store that's been optimised.
We build the tracking layer first. Everything we recommend after that is based on what your data actually says — not what Meta tells you in Ads Manager.
We don't hand over a store and disappear. We stay in the numbers with you — running tests, optimising, and staying accountable for the outcome.
What we do
We don't sell you everything. We scope what your store actually needs — and we're straight with you when something's not worth doing yet.
Stores built for conversion from day one — not modified templates that look good in demos. Fast, mobile-first, and structured around how your customers actually buy.
We find and fix what's costing you conversions. Every change we make is based on data from your store — not best practices from someone else's industry.
Meta and Google campaigns built around contribution margin — not ROAS vanity metrics. We structure your ad account to tell you what's actually profitable.
Stop leaving 20–30% of your revenue on the table. We build the post-purchase engine that turns first-time buyers into repeat customers.
The tracking foundation everything else relies on. We build it once, correctly — so every decision you make from that point forward is based on accurate data.
Long-term acquisition that doesn't stop working when you pause spend. Category authority, product page SEO, and content that brings in buyers — not just traffic.
Platform expertise
Not every brand needs Shopify. We help you choose the right platform for your stage — and build it the right way on either.
Our platform of choice for most D2C brands. Shopify's infrastructure handles the heavy lifting — we focus on making it convert. Whether you're starting fresh, migrating, or optimising an existing store, we've done it.
The right choice when you need deep customisation, full ownership of your stack, or integration with complex backend systems. We build WooCommerce stores that are fast, reliable, and built to scale — not the slow, bloated ones that give it a bad reputation.
How we work
This is the order that works. Skipping steps — like scaling ads before fixing conversion — is how brands burn budget.
We start with a full audit of your store, ad accounts, analytics, and tracking. We map where revenue is leaking — and more importantly, why. Most clients are surprised by what we find.
Deliverable: Audit report with prioritised findings
Tracking, store speed, mobile experience, product pages, checkout. We fix the conversion architecture before anything else. Ads can wait. A leaky store can't.
Deliverable: Optimised store + tracking layer
Performance marketing, SEO, and email — built as a connected system, not three separate agencies doing three separate things. Everything feeds back into your unit economics dashboard.
Deliverable: Integrated growth system
Now we pour fuel on something that works. Monthly reporting against real metrics — contribution margin, LTV, payback period. And we stay in it with you, testing and optimising, for as long as we're needed.
Deliverable: Monthly reporting + ongoing optimisation
Client work
No placeholder screenshots. These are actual builds and campaigns — with outcomes we can talk about.
Built from the ground up for conversion — not just aesthetics. Store architecture, product page copy and structure, checkout optimisation, and full analytics setup. Ads were launched only after the conversion foundation was proven. Every campaign metric tracked back to contribution margin.
Targeted at design-conscious young consumers. We handled brand positioning, visual identity, store build, and launch strategy. Heavy focus on the product discovery experience — visual navigation, collection structure, and cross-sell architecture to increase AOV from first purchase.
The challenge: high CAC in the children's category and low repeat purchase rate. We rebuilt the post-purchase experience from the ground up — email flows, loyalty structure, and reorder prompts — with a focus on maximising LTV from each acquired customer rather than reducing CAC through ads alone.
A new entrant into a competitive home category. We built a long-term organic acquisition strategy alongside paid campaigns — so the business wasn't 100% dependent on ad spend from day one. Full analytics build, Google Shopping setup, and a category SEO plan designed to compound over 12 months.
What clients say
"They felt like part of our team. They didn't just build what we asked for — they challenged our thinking and stayed accountable long after launch."
"Finally someone who talks about contribution margin instead of ROAS. They understood our business in the first call better than our previous agency did in six months."
Why Web Impetus
The honest difference. Not a sales pitch.
Let's Talk
No pitch deck. No generic proposal. We'll spend 30 minutes understanding your store and tell you exactly what we think the biggest problem is — whether or not you end up working with us.
About working with us
Do you work with brands that are just launching, or only established stores?
Both — but the engagement looks different. For pre-launch brands, we focus on building the store and systems right from the start so you don't have to undo bad decisions 12 months in. For established stores, we start with an audit and fix what's already broken. What matters isn't your stage — it's that you're serious about making it work.
We already have an agency running our ads. Can you just fix the store?
Yes. We can work on specific parts of the system if that's where the problem is. We'll be honest on the call if we think the bigger issue is the ads, not the store — even if that means you need a different fix than the one you came in for.
What does an engagement actually look like?
It starts with a discovery call and a store audit. If there's a fit, we propose what we think needs to happen — not a package off a menu. Engagements are typically monthly retainers covering the areas we agree are the priority, plus project-based work for the store build or one-time fixes.
How is this different from hiring a freelancer for each piece?
When you hire separately for dev, ads, SEO, and email, nobody is looking at the full picture. The dev doesn't care about conversion rate. The ads person doesn't know the email strategy. The SEO person doesn't talk to anyone. You become the project manager holding it all together — and when something doesn't work, nobody's accountable. We own the outcome across the system.
Platform questions
Should we be on Shopify or WooCommerce?
It depends. Shopify is faster to launch, lower maintenance, and the right choice for most straightforward D2C brands. WooCommerce is better when you need deep customisation, own your data completely, or have complex integrations with existing systems. We'll give you an honest recommendation based on your actual situation on the discovery call.
We're on WooCommerce and everyone says we should migrate to Shopify. Should we?
Not necessarily. Migrations are expensive, disruptive, and often solve the wrong problem. If your WooCommerce store is slow or poorly built, the answer might be to fix it — not to migrate and start the same problems on a new platform. We'll audit your current store before recommending a migration.
Results & timelines
How quickly can we see results?
CRO and conversion changes can show measurable impact within 2–4 weeks of going live. Performance marketing results depend on how much foundational work is needed first — rushing into ads before conversion is fixed is how you burn budget. SEO takes 3–6 months to build meaningful organic traffic. We'll give you honest timelines for your specific situation, not the optimistic ones designed to close the deal.
How do you measure success?
Revenue and contribution margin — not impressions, clicks, or ROAS. We define what success looks like at the start of every engagement so there's no ambiguity about whether it's working. Our monthly reports are built around the metrics that actually tell you if your business is growing profitably.
Do you work with international D2C brands or only India-based?
Primarily India-focused for now. Our strongest experience is with the Indian D2C market — payment gateways, logistics integrations, Indian consumer behaviour, and the specific challenges of running Meta and Google in India. If you're India-based but selling internationally, we can work with that.