Services · For webshops
E-commerce strategy
Senior expertise that makes your webshop run healthier. First the baseline in order: organic growth, conversion, retention and a clear view of your competitors. Then scale with a better ROAS and a margin that grows with you. From someone who has done it himself, as director of an international webshop and on the agency side for large e-commerce players.
The challenge
01
You run campaigns across several channels. Every agency and specialist reports on their own piece. But nobody guards the whole and nobody is ultimately responsible for the complete picture.
02
Revenue grows, but margin does not grow with it. Advertising costs rise, returns and shipping costs eat into the result. And everyone steers on ROAS per channel instead of on what you keep at the bottom line.
03
What you need is someone who oversees the complete picture. From channel mix to margin, from conversion rate to international growth. Not another agency, but senior expertise that keeps your existing team and agencies sharp.
My approach, first the baseline in order
Before we talk about more budget or new channels, I first fix the stable base. Growth built on a shaky baseline leaks away on all sides. That is why these four elements always come first.
Organic growth
Visibility you do not have to buy again every month. Growing in search engines, in LLMs like ChatGPT, Gemini and Claude, and on social channels. That builds traffic that stays, even when your ad budget is lower for a month.
CRO and trust
Getting more out of the visitors you already have. Optimisations in your webshop that raise the conversion rate and order value, with fewer drop-offs in the funnel. And working on the trust of your webshop, because doubt is the biggest conversion killer.
Customer retention
Activating an existing customer costs a fraction of winning a new one. With email and WhatsApp marketing we make sure customers come back and buy again. That is the cheapest revenue there is.
Know your market and competitors
Every year I run a competitor analysis and use a digital maturity matrix to map where the webshop stands compared to the competition. The first analysis is the baseline measurement. After that we check yearly which marketing areas we are growing in and where we are falling behind.
Where my e-commerce expertise lies
Sixteen years of digital marketing, a large part of it in e-commerce. Four years as managing director and e-commerce manager of an international e-commerce company, part of 123inkt and 123accu. Alongside that, 6.5 years on the agency side for webshops like Akuwoodpanel, Mooieplinten and Green Bubble, and for Boels Rental with an international reservation funnel. That combination of ultimate responsibility and execution shows up in three areas.
The right channel mix per type of webshop
A niche shop with high margins calls for a different mix than a volume player in a competitive market. For each webshop I determine which combination of Google Shopping, SEA, SEO, social, email and marketplaces performs best. And just as important: where you should stop burning budget.
The big picture: revenue versus costs
Revenue is a vanity number if the margin does not grow with it. I look at the whole: advertising costs, product margins, returns, shipping costs and operational costs. That is what I steer on, per category and per channel. So you know exactly where you earn and where you give it away.
Scaling internationally
For four years I ran an international e-commerce company active in several countries. I also helped several large webshops with the step into new markets. From feed localisation and payment methods to the question of which country to tackle first and which to leave for later.
How I help your webshop
Strategy
E-commerce marketing strategy
Senior expertise alongside your internal team and your agencies. I keep everyone sharp, ask the right questions about reports and steer and adjust where needed. You get a strategy that holds up and the certainty that someone who knows the game is watching along.
Insight
Dashboarding
The big picture in one overview for the owner and the e-commerce manager. Revenue, costs and margin per channel, per category and per country. Not ten separate reports from ten parties, but one dashboard you can steer on.
Results
Performance strategy
I get to work on your webshop and all channels to push the conversion rate up. A better ROAS, a healthier margin and a funnel that holds up from first click to repeat purchase.
Market insight
Competitor analysis and digital maturity matrix
A yearly competitor analysis that shows where your webshop stands compared to the market. The first analysis is the baseline measurement, then every year a check follows: which areas are we growing in and where are we falling behind. Also available separately as a starting point.
No theory, but ultimate responsibility
I spent four years at the helm of an international e-commerce company myself, part of 123inkt and 123accu. Ultimately responsible for revenue, margin, team and international growth. On top of that I worked 6.5 years on the agency side for e-commerce organisations like Akuwoodpanel, Mooieplinten and Green Bubble, and for Boels Rental I built an international funnel for reserving machines.
That means I know both sides of the table. I know what keeps an owner awake at night and I know how agencies report. I bring that combination to your webshop.
Does this sound familiar?
Is your webshop making revenue but too little margin? Or do you want to grow internationally without paying expensive tuition? Then let's talk.
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