Doubling e-commerce performance through strategic long-term scaling
Challenge
Performance across channels was declining, and internal operations lacked the clarity and consistency needed for growth. The brand had limited engagement on digital channels, minimal content output, and heavily underutilized marketing potential. Immediate action was necessary — not only to stop the decline but to build a foundation for future scalability.
The task was to lead a complete performance turnaround and define a long-term growth strategy. That meant rethinking paid media, organic presence, internal systems, customer experience, and branding — all while navigating the client’s production-oriented business model and balancing both B2B and B2C needs.
Online Media Buying
The first step was a full reset of paid media. Google Ads campaigns were restructured using Performance Max segmentation, with all ineffective upper-funnel efforts paused to focus on conversion-driving activity. In parallel, paid social advertising was launched for the first time, along with the development of a basic organic social media presence to support credibility and engagement.
Email marketing was one of the biggest early wins. Previously limited to just one email per month. It was ramped up to two campaigns per week. This brought a steady flow of high-margin returning visitors and created a rhythm for regular communication and promotions.
A major step forward in tracking quality came with the implementation of server-side tracking. This prepared the business for the cookieless future and improved platform data signals significantly.
As the foundations solidified, four new markets were launched to increase reach. For Google Shopping, a product-level optimization system was introduced, blacklisting low-performing items to prioritize high-ROAS products. Promotions were also structured through a long-term campaign calendar that included seasonal events and tactical discounts.
Customer experience and branding
On the customer-facing side, large improvements were made to both the visual and content quality. Category and product descriptions were rewritten to improve clarity, SEO, and brand tone. At the same time, product photography was redone to create a cleaner, more consistent visual identity. This improved the shopping experience and strengthened customer trust.
Shipping and payment methods were expanded to reduce checkout friction. Later, the brand was also connected to several relevant marketplaces to support new sales channels and offer more flexibility for customers.
Customer satisfaction became a core KPI. Active review collection campaigns were launched, with a peak of 100% satisfaction recorded in early 2025. This served both as internal feedback and as social proof for new visitors.
Finally, the logo was redesigned to better reflect the new stage of the business. The refreshed brand helped unify the updated content, product visuals, and digital presence under one clear identity.
Business enablement and infrastructure
To support the long-term scaling effort, multiple internal systems were improved. First, the team separated B2B and B2C campaigns to reflect the unique journeys and objectives of each segment. This reduced confusion and allowed more precise targeting and messaging.
Pricing across key markets was adjusted to match the brand’s main competitors — a step that had an immediate positive effect on conversion rates.
For SEO, the site structure was improved through implementation of accordion-based FAQs on product and category pages. The blog (magazine) was reactivated and localized across multiple markets to drive organic traffic and support authority building.
New products were listed continuously to expand the assortment and offer more value across price points and needs. In parallel, lead generation campaigns and internal applications were introduced to streamline manual processes and improve sales team efficiency.
Results
After two years of focused work, the e-commerce business more than doubled in revenue. The combination of performance-driven changes, structural improvements, and brand development led to a healthier, more scalable company — one that performs better, looks better, and sells more effectively than ever before. The foundation is now set not only for continued growth but for expansion into new markets and business models.
