The $100M eCommerce Growth Strategy [2025]
2 of our clients had their first $100,000,000+ year in 2024.
If you want to achieve results like this:
Or this:
Read on.
Because today, you learn exactly how we did it.
Using our 7-step framework.
Step 1: Hero Product Identification & Segmentation
Not every product generates the same amount of revenue.
If you have 1,000 SKUs, the revenue split would look something like this:
- 50 items = 35% of revenue
- 150 items = 30% of revenue
- 300 items = 20% of revenue
- 500 items = 15% of revenue
In other words:
A small amount of your products make you the most amount of money.
Here’s another way to view this:
- 50 items = Your superstar products
- 150 items = Your a player products
- 300 items = Your reserve products
- 500 items = Your benched products
Your superstars and a players should get the most visibility whilst your reserves and benched should get less.
Increased visibility both on your website and when it comes to budget allocation within marketing campaigns.
How To Segment Your Products
There are 2 main ways to do this.
The one you select really depends on the total number of products you stock.
1. Segmentation Across Your Entire Range (great if you have less than 1,000 products):
2. Segmentation On A Category Level (great if you stock many items across multiple categories):
Step 2: Campaign Creation & Activation
With your product segmentation in place:
It’s now time to build your advertising campaigns.
Being a Google Ads specialist agency, we’ll look at how we’d do this within Google Ads.
Showcasing what we’d do for both Shopping and Search campaigns.
We’ll then apply this concept to broader marketing efforts.
Shopping Campaigns
Taking our segmentation for a store with <1,000 SKUs, here’s what the Google Shopping campaign architecture would look like:
When built into Google Ads, it’d look like this:
You can see one Google Shopping campaign per segmented product group.
Search Campaigns
Here’s how you’d want to approach the Search campaigns (for a brand with <1,000 SKUs):
- Take your superstar products
- Build 2 search campaigns for them
- Segmented by:
- Exact and Phrase keywords (campaign 1)
- Broad keywords (campaign 2)
It’ll give you the control and visibility to properly manage:
- Budget
- Keyword prioritisation
- Performance segmentation
Here’s a visual to help you illustrate this:
Advanced Account Build
For those of you who are seasoned within the Google Ads space.
Here’s what an advanced account build looks like:
The Key Takeaway & Next Steps
All of this can only exist on the foundation of clear and structured product segmentation.
How your campaigns are built across:
- SEO
- SEM
- SMM
All depend on the categorisation you’ve put in place.
Next Steps:
- Segment your products accordingly
- Identify your superstar/a player products and
- Target them with SEM, SMM and email campaigns
Step 3: Superstar Product Pricing Review
Super important note: This step should be completed parallel to step 2.
This pattern has proven itself time and time again:
- The more competitive you are with your prices
- The more sales you’ll generate
- The more revenue you’ll make
I’ve worked with brands who’ve dropped their prices by £20 which had a massive impact on revenue.
You might be reluctant to do so as you’re concerned about margins, which is fair enough.
But there’s a balance between ROI and revenue.
Focusing too much on ROI/ROAS can prevent you from scaling.
Required margins are relevant to the total number of products you’re selling.
In the majority of cases, reducing product prices (within reason) had this impact on performance:
- Increased sales
- Increased ROI/ROAS
- Reduced CAC (customer acquisition cost)
The inverse of what clients were concerned about actually happened.
Instead of increased CAC and reduced ROI/ROAS, the opposite happened, why?
Because you’ve become more effective at selling.
And increased efficiency reduces costs, it doesn’t increase them.
How To Determine Product Pricing
Take your top 3-5 competitors:
- Map out your superstar product prices
- Against their superstar product prices
- Adjust your product pricing accordingly
It’s a simple exercise, but the impact it has is tremendous.
Here’s a visual of how this looks:
You can also make a copy of this spreadsheet for your own use.
Superstar Pricing Review
Depending on how competitive your industry is, you should be updating the spreadsheet weekly/monthly.
It’s a healthy and recommended exercise to do so, ensuring you stay competitive by monitoring external marketing activity.
Note: This is especially important during major sale periods. Reviewing pricing daily is best to ensure you’ve got the best offer you can possibly have in market.
Strategy Check-In & Next Steps
In 3 steps you’ve:
- Identified and segmented your products
- Built marketing campaigns leveraging the segmentation
- Priced your top performing products to be as competitive as possible
A killer combination that has an incredible impact on scaling profitable revenue.
Next Steps:
After completing all 3 steps above:
Activate all your new campaigns.
Step 4: Foundational UX/UI Improvements
It’s no surprise that the better optimised your website, the higher your conversion rates will be.
Here’s how this works:
- The more organised your site
- The more organised your campaigns
- The more profitable revenue you’ll generate
Why organisation is critical:
- When your site structure is clear
- Your categories are organised
- Products are easy to nav to
Which leads to very structured paid media campaigns.
Pair this with an optimised website user experience and you’re maximising the impact of your media spend.
The key for online success?
Having a holistic approach to digital marketing.
Here’s a visual representation of how this looks (using Google Ads campaigns as an example):
We also help our clients with UX/UI site optimisations.
Our recommendations are tailored to each brand (based on what they need most).
Here are a few of our favourites.
eCommerce Product Page CRO
Before CRO optimisations:
- No transactional assurances
- No quantity selector visible
- Element misalignment
After CRO optimisations:
- Transactional assurances added
- Quantity selector now visible
- All elements aligned
Progress Bar AOV Hack
Adding a progress bar is a great way to gamify the purchasing experience and increase average order value.
Here’s a below the fold example:
Here’s an above the fold example:
Add To Cart Button Hack
Using a unique colour for your add to cart button increases focus on your desired conversion goal (being a product purchase).
Here’s an example when it hasn’t been applied:
- Attention segmented
- Lots of competing colours
- No central focus within section
Here’s an example when it’s been applied correctly:
- CTA grabs attention
- No competing colours
- Central focus within section
Step 5: Marketing Calendar & Budget Planning
Another simple, yet incredibly effective exercise.
Our best performing clients have:
- A set marketing calendar for the year
- Budget planning for each sale
- Track their competitor’s during sale
This allows them to:
- Be organised with their creative efforts
- Set budgets accordingly and manage finances
- Understand how competitive they should be during sale
Doing so allowed us to achieve record months for our clients.
Whether it be:
- Biggest Black Friday
- Biggest Boxing Day
- Biggest Q4
Implementing this step was foundational to how we achieved the results we did.
Here’s an example of the budget pacer we use to manage our client’s Google Ads budget (daily and weekly):
Step 6: Category & Product Expansion
A critical strategy required to really grow your brand.
Every category and product has it limits to how far you can scale them.
There’s only so much active demand for what you sell in market at any given time.
So how do you take your brand to the next level?
Introduce new products/categories.
For example, if your superstar products are:
- Training shoes
- Weight lifting shoes
Consider expanding into:
- Running shoes
- Football boots
The key to getting this right?
Branch off what you’re already selling the most of.
Doing so will unlock a new steam of revenue for your brand.
And best of all, you’ve already got the entire ecosystem in place to sell your new products.
Step 7: Reducing Costs
One of the advantages of scaling your brand?
You have stronger negotiating power.
Because you’re selling more products:
You’ll be able to negotiate a lower purchasing price for your products.
Meaning higher profits and more money generated for your brand.
If you nail steps 1-6:
You’ll be surprised how competitive you can be with your manufacturer/s.
Bonus: Get Started Today
All of this can be a lot of work, it also requires time and expertise to get it right.
If you need a hand with your Google Ads management and overall eCommerce strategy, reach out and we’d be happy to help.