You have sales.
You have traffic.
You launch promotions, you invest in advertising...
But at the end of the month, you have (almost) nothing left.

You are not alone: 80% of e-commerce stores are profitable on paper, but poor in banking.

The reason?
👉 Because they look at their That... not their margin.

Good news: the margin of control.
But only if you understand where she flees.

Here are the 5 main causes that destroy your margin...
And how the best brands on the market master them.

1 ️: You're selling... but you're selling too low (positioning = margin)

❌ Problem:

You set your prices by copying competitors.
You're making discounts too often.
You think that “cheaper = more sales.”

As a result, you become interchangeable.

✅ Example: Zara vs Shein

• Shein : ultra-low prices → huge volumes but very low margin.
• Zara : higher prices, but a strong image + design + experience = much higher margin.

Positioning = margin.

👉 If you don't differentiate yourself, you're forced to lower your prices = you're killing your margin.

✅ Solution:

• Increase perceived value (branding, storytelling, packaging, services)
• Selling the experience, not just the product
• Create a strong identity (like Gymshark or Glossier)

2 ️ ※ You underestimate the true product + logistics cost

What destroys the margin is not the product cost...
That's ALL the rest:

• International transport
• Storage
• Return costs
• Packing
• VAT/customs

✅ Example: Allbirds

Allbirds sells eco-friendly shoes.
The cost of production is high.
So:
👉 Premium price
👉 Full control of the supply chain
👉 Logistics optimization by region

Result: stable margin + strong image + growth.

✅ Solution:

• Negotiate suppliers/carriers
• Locate stocks (3PL)
• Avoid running out of stock (it's expensive)
• Reduce returns (better description/size)

3 ️ 803 Your ads eat up your profits (CAC > margin)

The classic trap:
You spend €20 on advertising.
You're selling a product for €40.
You think you're going to win €20.

But after:

• Product cost: 15€
• Shopify fees + payment: €2
• Logistics: 5€
• VAT: 8€

✅ Result: -10 € per order.

✅ Example: MVMT Watches

At the beginning, MVMT did a lot of Facebook Ads.
They saw their CAC explode.
Solution?
👉 Emailing, SEO, influencers, UGC = cheaper acquisition.
👉 LTV (subscriptions, upsell, loyalty) = returning customers.

CAC should always be compared to LTV, not to CA.

4 ️ ※ You are not using the most powerful lever: LTV (customer lifetime value)

The shops that don't make Only one purchase per customer die quickly.

Brands that scale make more than 30% of their turnover via their existing customers.

✅ Example: Sephora

• Ultra powerful loyalty program
• Customized upsell/cross-sell
• Email & SMS automation
  👉 Result: very high repurchase rate = massive LTV = comfortable margin

✅ Solution:

• Automatic reminders (email/SMS)
• VIP programs
• Sale of subscriptions or routines
• Post-purchase upsell

5 ️ — You don't control your margin... you suffer from it

The real problem:
You don't know where You're making money
nor where You're losing some.

You look at your turnover, but not:

• The margin per product
• The margin per channel
• The margin after ad/logistics
• Provisional cash flow
• The impact of promos

✅ The best brands are driving LIKE A SAAS STARTUP:

• Margins by segment
• LTV/CAC
• Cashflow
• Customer cohort
• Real-time data

✅ Example: Gymshark

Gymshark went from 0 to €500M in 10 years.

Their secret?
👉 They ran their business LIKE a tech company:

• Data > intuition
• Optimized margins
• Upsell/bundles
• Automation
• Controlled internationalization

✅ And that's EXACTLY where Klark is changing everything

Shopify shows you your sales.
Your supplier shows you your costs.
Stripe shows you your payments.
Meta shows you your advertising expenses.

👉 But Nobody shows you your real margin.

Klark = your profitability cockpit.

With Klark you can:
✅ See your margin by product/channel/campaign
✅ Track your cash flow in real time
✅ Identify invisible leaks
✅ Calculate LTV, CAC, AOV, ROI... without Excel
✅ Making profitable decisions

🎯 Result: you stop selling at a loss... and you start to scale WITH margin.

Conclusion

Making numbers is easy.
Making a margin is strategic.

👉 Successful stores don't sell more...
They sell BETTER.

💡 Remember this:
✅ Your profitability depends on your positioning
✅ Your margin depends on your logistics and costs
✅ Your growth depends on your LTV
✅ Your success depends on your ability to pilot all of this

And if you really want to take it to the next level...
You need a cockpit.

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