D2C and ecommerce
Your marketplace business and your own site should compound, not compete. Most of the time they are quietly cannibalising each other and the reporting hides it.
- Meta
- Google Shopping & PMax
- Amazon
- Flipkart
- Quick commerce
- Lifecycle
Three problems specific to this business
Blended CAC rises while platform RoAS looks healthy
Each platform reports on the conversions it touched. Sum them and the total exceeds your actual revenue, so the blended picture never gets built and the real acquisition cost stays invisible.
Marketplace and D2C compete instead of compounding
The same customer, bid for twice, at two different prices, with two teams each reporting a win. Nobody owns the channel-conflict question.
Returns and RTO eat margin that was never in the CAC calculation
A COD order that comes back has cost you shipping twice and the sale zero times. If RTO is not in your CAC, your CAC is fiction.
What we report against
Not impressions, and not cost per lead. These decide whether the marketing paid for itself.
- Contribution margin per order
- Blended CAC
- New-customer CAC
- Repeat rate
- RTO rate
- Prepaid share
What comrAD does here
Reconciles spend and revenue across D2C and marketplace so you stop double-counting, and computes contribution margin per SKU, not per campaign.
Rules we work inside
These shape what you are allowed to say, and we build creative to them from the start.
- Legal Metrology declarations on packaged goods
- FSSAI where the category requires it
- Marketplace listing compliance per platform
Asked in this sector
Almost always yes, because a large share of Indian product discovery starts on Amazon or Flipkart regardless of where the purchase completes. The question is not whether but how, which SKUs go where, at what price ladder, and how you avoid bidding against yourself on brand terms. That is a channel-conflict design question and it should be answered deliberately.
Thirty minutes on your account. No deck.
We'll come with two or three specific things we'd change, whether or not you work with us.