E-commerce
September 30, 2026
Are you wondering how to do your year-end review and prepare for 2023 for your e-commerce business? The key is to look at your data, identify what worked, and set clear priorities for the following year. This is a strategic exercise that helps you avoid costly mistakes and focus your efforts on the most profitable channels.
The trap would be to simply note the results without understanding the causes. An honest analysis of your expenses, margins, and traffic sources is necessary to build a solid plan. So, how do you do your year-end review and prepare for 2023 for your e-commerce? On the agenda:
Why can cutting social advertising be a profitable decision?
How do you develop an effective affiliate program?
What SEO indicators should you monitor to improve your store?
How do you choose between selling on Amazon and on your own site?
What checklist should you adopt for your 2023 forecasts?
Here we go.
Summary
Why can cutting social advertising be a profitable decision?
In November 2021, Beardbrand decided to stop all of its advertising on Facebook and Instagram, about six months after the iOS 14.5 updates. The company was spending over $100,000 per month to acquire customers, an amount well above its break-even point of about $20 per acquired customer. As a result, profits were being reinvested into advertising without a satisfactory return.
Cutting these expenses allowed them to return to profitability starting in early 2022. Sales initially continued due to residual brand awareness, then stabilized before declining. This experience shows that you must know when to stop a channel that is no longer performing, even if it worked in the past. For your store, analyze your acquisition costs and compare them to your actual margin. If a channel is not profitable, it is sometimes wiser to suspend it and reallocate your budget elsewhere.
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How to develop an effective affiliate program?
After cutting social advertising, Beardbrand turned to affiliates and influencers. In early 2022, affiliate sales accounted for about $200 per week. By the end of the year, they reached $1,300 per week, or $5,200 per month. A significant progress, even if it remains modest compared to old advertising performances.
To develop an affiliate program, start by identifying the creators and influencers who align with your brand. Offer them attractive commissions and provide them with easy-to-use resources. Regularly track your performance to adjust your partnerships. The goal is to build long-term relationships that generate recurring sales, rather than chasing quick wins. This approach takes time, but it creates a more stable and cost-effective source of acquisition in the long run.
Which SEO metrics should you monitor to improve your store?
Search engine optimization was a major focus for Beardbrand in 2022. The company worked on its page speed, raising its Lighthouse score from 25 to around 50. A notable improvement that contributes to a better user experience and better ranking in search results.
For your store, monitor indicators such as loading speed, bounce rate, and time spent on pages. Use tools like Google Analytics to track your organic traffic and identify the best-performing pages. Improve your existing content and create new pages that answer your customers' questions. SEO is a long-term investment: results take time to appear, but they are sustainable and less expensive than paid advertising.
How to choose between selling on Amazon and on your own website?
Beardbrand decided to leave physical stores like Target to focus on Amazon in 2023. This decision was driven by the realities of consumer behavior, even though the founder is not a fan of the platform. The strategy is to serve customers on Amazon while retaining those who buy directly from Beardbrand.com.
Customers who buy directly from a brand are generally the most loyal. Amazon shoppers, on the other hand, value shipping speed and product variety. For your business, think about the value each channel brings. Amazon can offer you significant visibility, but your own site allows you to control the customer experience and build a more direct relationship. It is possible to manage both channels, provided you treat them differently and measure their respective profitability.
Should international expansion be considered?
Beardbrand was considering an expansion into Europe in 2023, but this decision had not yet been made. Selling in international markets creates additional challenges: customer support, customs clearance, and taxation. The company chose to focus on its core markets first before adding new ones.
For your e-commerce business, international expansion may seem attractive, but it requires careful preparation. Evaluate logistical costs, language barriers, and local expectations. Start with a test market if you can, and measure your results before committing further. The priority must remain the consolidation of your existing markets. Controlled growth is better than a rushed expansion that dilutes your resources.
How to leverage your existing content?
Beardbrand has built a significant presence on YouTube with two channels: one with one million subscribers and another with 200,000. Each video generates thousands of views, creating real and lasting brand awareness. This content strategy was complemented by work on the blog and SEO.
For your store, your existing content is a valuable asset. Repurpose your videos, articles, and guides to fuel your SEO and social media. Update your old articles with fresh information and relevant internal links. Quality content attracts long-term visitors with no additional advertising costs. It is a growth lever that strengthens over time, provided you are consistent and regular.
Why is knowing the real profitability of each channel essential?
Beardbrand's experience shows the importance of knowing the actual profitability of each channel. The company was spending $100,000 per month on social advertising for a breakeven point of $20 per customer. By comparing these figures, it became obvious that the model was not sustainable. This analysis led to a radical but necessary decision.
For your e-commerce, calculate the customer acquisition cost for each traffic source: advertising, SEO, affiliates, social media. Compare these costs to the customer lifetime value to determine which channels deserve your budget. Do not hesitate to cut spending on unprofitable channels, even if it seems counterintuitive. A clear view of your metrics allows you to make informed decisions and allocate your resources where they are most effective.
How to improve the speed of your e-commerce site?
Beardbrand worked on its page speed and used the Shopify dashboard to track its performance. The Lighthouse score went from 25 to 50, an improvement that has a direct impact on user experience and SEO. Loading speed is an important ranking factor for Google.
To improve your site's speed, start by compressing your images and using a modern format like WebP. Reduce the number of installed apps and remove those that are not essential. Use a lightweight theme optimized for mobile. Regularly test your site with tools like Google PageSpeed Insights. Every second saved improves your chances of converting a visitor into a customer.
How to create offers that increase the average order value?
Beardbrand created new offers to encourage bulk purchases and relaunched its products with new packaging and value propositions. The site has changed significantly in a year. These adjustments helped improve the brand's appeal and increase the average order value.
For your store, test different offers: bundle discounts, complementary products, subscriptions. Highlight the benefits of your products rather than their features. Careful packaging and a clear value proposition can make the difference. Analyze the performance of each offer and adjust based on the results. The goal is to create incentives that encourage your customers to buy more, while maintaining a healthy margin.
How to set clear priorities for the coming year?
Beardbrand has set clear priorities for 2023: launch Amazon, assess its potential, and then potentially consider Europe. This sequential approach avoids scattering resources and allows the impact of each action to be measured before moving on to the next.
For your e-commerce, define your three to five priorities for the year. Rank them in order of potential impact and feasibility. Allocate a budget and a responsible person for each project. Track your progress monthly and adjust your plan as necessary. A clear list of priorities helps you stay focused and avoid distractions. Growth comes from consistency and discipline, not from multiplying initiatives.
How can Qstomy help you with your assessment and forecasting?
Qstomy, the Shopify AI agent, supports you in the daily management of your store. It guides your customers toward purchasing through personalized recommendations, upsell and cross-sell suggestions, and effective cart abandonment tracking. It also simplifies parcel tracking and after-sales service, which improves customer satisfaction and reduces repetitive requests.
By centralizing these interactions, Qstomy helps you better understand your customers' behavior and identify sales opportunities. This data is valuable for your year-end review: you know which products are popular, which messages work, and where the friction points lie. For your 2023 forecasts, Qstomy allows you to focus on conversion and loyalty, two essential levers for profitable growth. More than 100 merchants are already using Qstomy to improve their performance.
What checklist should you adopt for your 2023 forecasts?
Here is a concise checklist to prepare for your e-commerce year:
Analysis: review your sales, margins, and acquisition costs per channel.
Priorities: define three to five measurable goals for the year.
Channels: evaluate the profitability of each traffic source and adjust your budgets.
Content: plan an editorial calendar for your blog and social networks.
Technical: check your site speed and mobile experience.
In brief
The end-of-year review is a key moment to step back and plan. Cut what isn't working, invest in what is, and stay focused on your priorities.
FAQ
What is the first indicator to analyze for a review? The customer acquisition cost per channel, compared to your margin and customer lifetime value.
Should advertising be stopped if it is not profitable? Yes, if the acquisition cost exceeds your profitability threshold, it is better to reallocate your budget.
How to choose between Amazon and your own site? Amazon offers visibility, your site offers control. Both can coexist if you manage them differently.
To go further: Why use social media for e-commerce customer service? - Qstomy, E-commerce Facebook Ads after iOS: what strategy? - Qstomy, Integrating customer service answers into a useful e-commerce SEO strategy for clients - Qstomy, What e-commerce strategy for a small brand under $100,000/month? - Qstomy, Google Analytics for marketing: ads, traffic, and performance (GA4) - Qstomy, How to build an e-commerce Facebook Ads strategy? - Qstomy, How do social networks influence e-commerce? - Qstomy.
Enzo
September 30, 2026
