The Hammersley Brother's Ecommerce page. Ecommerce Expert Tips and No BS Business Advice
If the ads are not working, the problem might not be the ads. Ecommerce ROAS often improves when your landing pages, conversion rate and average order value stop leaking revenue per visitor. Before scaling Meta ads or Google ads, check what happens after the click.
Your ads are only as strong as the revenue per visitor behind them. If your ecommerce conversion rate and average order value are weak, Meta ads and Google ads will struggle to produce profitable ROAS. Fix the metric that makes the ads work.
A strong ecommerce business needs a moat, not just products anyone can copy. Your own brand, exclusive supply, reviews, email list and audience can protect margin, ROAS and long-term valuation. Without that, you may be buying a business anyone can rebuild tomorrow.
The best ecommerce acquisition is often under-optimised, not broken. If margin, lifetime customer value and CAC show the brand can spend more profitably, scaling ads becomes a lever rather than a gamble. Find the business where the maths says push harder.
02/07/2026
This week on the Hammersley Brothers eCommerce Podcast, we continue our series on the stages of ecommerce growth.
After covering the 0 to 100K stage last week, this episode focuses on the next major step: growing from 100K to 500K per year.
This is where many ecommerce businesses start to feel like they have something real. But it is also the stage where founders often make the mistakes that stop them from scaling.
In this episode, we break down:
• Why 100K to 500K is the danger zone for ecommerce brands
• How shiny object syndrome slows down growth
• Why most new tactics, platforms, and trends are distractions
• The “beer mat test” for simplifying your ecommerce business
• Why agencies often fail at this stage?
• The numbers you actually need to understand before scaling
• Why looking at too many numbers can hurt your business
• How to avoid spreading your budget across too many marketing channels
• Why profit, cash, and focus matter more than attribution obsession
If your ecommerce business is doing around 100K per year and you want to get to 500K, this episode will help you understand what to focus on, what to ignore, and how to avoid adding complexity too early.
Listen to the episode here: https://youtu.be/BlkPYZsKJ1I
Are you buying ecommerce customers or just past transactions? Repeat purchase, retention and lifetime customer value can change the valuation far more than a pretty email list. A strong brand brings buyers back, not just one-off sales.
A young ecommerce business can look exciting, but short trading history makes the risk harder to see. You need enough data to assess profit, customer acquisition cost, supplier risk, Google ads performance and repeat revenue. Do not buy the sizzle until you have tested the substance.
Do not buy an ecommerce business from a spreadsheet fantasy. True profit means checking COGS, freight, rebates, returns, bank statements and the real cost of running the machine. Before you trust the ROAS, valuation or growth story, prove the numbers.
Run your ecommerce business like someone might buy it, even if you never plan to sell. Clean numbers, strong structure and clear growth levers make the business easier to scale and easier to value. Build the asset, not just the revenue.
25/06/2026
This week on the Hammersley Brothers eCommerce Podcast, we start a new series breaking down the key revenue stages every eCommerce business goes through.
In this episode, we focus on the 0 to 100k revenue per year stage, the point where most eCommerce businesses begin, and where many get stuck.
We explain why the strategy that gets you from 0 to 100k is completely different from the strategy needed at later stages, and why most founders overcomplicate things far too early.
In this episode:
• Why most eCommerce brands never get past the first 100k
• Why does nobody care about your “brand” as much as you do at this stage?
• Why trying to make everything perfect can stop you from making sales
• How to choose a clear, addressable market
• Why your margins, CAC, and basic numbers matter from day one
• Why revenue means nothing without profit
• Why doing Meta, Google, TikTok, SEO, Pinterest, affiliates, and Amazon all at once is usually a mistake
• Why can too many products and SKUs create chaos before you are ready
If you are building an eCommerce business and trying to get through the first 100k per year, this episode will help you focus on what actually matters.
Listen to the episode here: https://youtu.be/p3DcSYj_rIU