This Week In Ecommerce

[Bonus] Scale vs. Incrementality: What Growth Really Means in Ecommerce

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In this special bonus episode of This Week in Ecommerce, Mal takes the mic solo to tackle a term that’s thrown around all too often: scaling. What does it actually mean, and why are so many ecommerce businesses using it the wrong way?


Mal breaks down the origins of scaling, how it’s been co-opted by the ecommerce world, and why blindly “scaling” your ad spend could be sabotaging your profitability. Instead, he makes a compelling case for focusing on incrementality - the key to driving growth that truly moves the needle.

  • Scaling vs. Incrementality: Why scaling isn’t just about spending more on ads and the hidden costs of chasing growth at all costs.
  • Lessons from Silicon Valley: How blitzscaling tactics from companies like Uber and Shopify shaped today’s eCommerce strategies—and why they don’t always work.
  • Post-iOS Challenges: Why scaling is harder than ever with rising competition and evolving ad algorithms.
  • Metrics That Matter: Understanding MER (Marketing Efficiency Ratio) and how it reveals whether your growth is incremental or just burning cash.
  • Actionable Takeaways: Testing creative, audiences, and markets to optimise for efficient growth without sacrificing profitability.


    • 💡 Mal’s Big Question: Are you growing your business sustainably, or are you hitting a ceiling and losing profitability?


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    LinkedIn: https://www.linkedin.com/in/malchia/
    Website: malchia.com

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    LinkedIn: https://www.linkedin.com/in/paulwaddyecommerce/
    Website: learnecommerce.com

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    Website: ecomnation.com.au

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    This Week In EcommerceBy Ecom Nation