Fast-moving / low basket value
A Sales / Revenue segment in E-commerce, set apart by frequent purchases with a positive contribution margin. We judge it on post-return contribution margin and new-customer CAC; platform-reported conversions are diagnostics.
Segment descriptors are planning references and are reviewed before publication.
- Channel candidates
- Google Shopping / Performance Max; Meta Sales campaigns (candidates; verify account, country and format)
- +
- TikTok Ads; retail media
- Media versus partner channels
- Email/SMS (consented only); conversion rate optimisation
- Primary KPI
- Post-return contribution margin and new-customer CAC
- Compliance and policy limits
- Product eligibility; feed and price accuracy. Requires verification before launch.
- Reference service model
- Managed Growth