Too many eCommerce brands are growing their sales while their bank accounts stay empty. They chase revenue, celebrate record months… and still can’t pay themselves properly.

In this episode of Clicked Off, I’m breaking down why so many eCom brands fail at profit and the exact steps you can take to fix it.

You’ll learn:

✅ How to build a profit-first budget that pays YOU first

✅ The 3 key metrics every brand must track for profitability

✅ How to stop churn from silently killing your margins

✅ Why retention is your real growth engine (and how to improve it)

✅ How to keep growing without sacrificing profit

I’ll share real-world examples from brands I’ve worked with so you can see where profit leaks happen and how to plug them fast.

What you’ll be able to do after listening:

• Identify your target and breakeven Customer Acquisition Cost (CAC).

• Use Marketing Efficiency Ratio (MER) to track your true marketing performance.

• Structure your budget for consistent, sustainable profitability.

• Avoid the common mistakes that sink growing brands into debt.

• If you’re tired of feeling “busy but broke” and want your business to finally pay YOU what you deserve, this is the episode to watch.

🎯 Get the tools & templates from this episode

Join eCommerce Growth Made Easy (it's free to start) and get instant access to:

• My profit-first budgeting template

• CAC & MER calculators

• Retention improvement tools

• Step-by-step lessons on building a profitable growth plan

👉 Join here: https://www.skool.com/e-commerce-growth/about

If you’re ready to scale your eCommerce brand but feel unsure about the risks, this episode is for you.

In this Clicked Off episode, I break down how to budget for growth without losing control of your cash flow or profitability.

Here’s what you’ll learn:

• Why scaling always comes with trade-offs (and how to manage them).

• How to leverage your CLV:CAC ratio to decide between steady or aggressive growth.

• The right way to build a growth budget that accounts for marketing, stock, and operational costs.

• Why knowing your breakeven point keeps you safe when pushing harder.

• How to stay disciplined, avoid “yo-yo spending,” and keep growth sustainable.

By the end, you’ll know how to invest strategically, avoid common pitfalls, and confidently grow your store faster.

📌 Links & Resources:

🔗 Join my free Skool community for tools, calculators & training: https://www.skool.com/e-commerce-growth/about

🔗 Free CLV Calculator: https://www.wearedefiant.io/free-clv-calculator

🔗 Follow me on LinkedIn: https://www.linkedin.com/in/jasonchappel/

If you’ve ever wondered:

“How much profit should I reinvest to grow?”

“What’s the right CLV:CAC ratio for scaling?”

“How do I know if I’m over- or under-spending on growth?”

This episode will give you the clarity and strategy you need to scale with confidence.

Don’t forget to like, subscribe, and share if you found this helpful!

How to Grow Your eCommerce Brand Profitably: 5 Steps to Build a Growth Plan That Works

If you want to grow your eCommerce business without burning cash or chasing your tail, you need a clear, realistic plan, not vague goals like “more sales.”

In this episode of Clicked Off, I’ll show you exactly how to build an eCommerce growth plan that works in the real world, using the same 5-step process I’ve used to help brands scale from zero to over $50M.

You’ll discover:

✅ The 4 questions every founder should ask before setting growth targets

✅ How to calculate your sales, website traffic, and marketing budget based on your goals

✅ Why profit-first planning stops you from being “busy but broke”

✅ A simple reverse-engineering method to turn big goals into an achievable growth strategy

✅ How to sanity-check your plan so it won’t break your cash flow or operations

Whether you’re just starting your eCommerce store or you’re already hitting 7–8 figures, this is the practical, numbers-based approach to growth that actually works.

What you’ll learn in this episode:

• How to grow your eCommerce brand profitably

• eCommerce growth strategy for small & large brands

• How to plan for eCommerce sales growth

• Setting realistic revenue, profit, and traffic goals

• Profit forecasting for eCommerce stores

📌 Links & Resources:

🔗 Join eCommerce Growth Made Easy on Skool for my forecasting template, calculators, and hands-on support: https://www.skool.com/e-commerce-growth/about

🔗 Follow me on LinkedIn: https://www.linkedin.com/in/jasonchappel/

📅 New episodes weekly

Subscribe for more eCommerce growth strategies and actionable advice to grow your online store.

If your eCommerce store isn’t as profitable as it should be, your pricing might be the problem. In this episode of Clicked Off, I’ll walk you through two powerful pricing frameworks: top-down and bottom-up.

Stop guessing, avoid hidden costs, and price your products for real profit.

You’ll learn:

• The difference between gross profit and net profit (and why it matters).

• Why a 60–70% margin doesn’t guarantee you’re making money.• How to build a price that covers ALL your costs.

• How to calculate your breakeven point and price with confidence.

• Common pricing mistakes that silently kill profit + how to fix them.

By the end, you’ll have a step-by-step way to setting profitable prices without copying competitors or hoping for the best.

📌 Links & Resources:

🔗 Join my Skool community for tools, calculators & training: https://www.skool.com/e-commerce-growth/about

🔗 Follow me on LinkedIn: https://www.linkedin.com/in/jasonchappel/

This is essential viewing if you’ve ever wondered:

“Why does it feel like I’m selling more, but making less?”

“How do I know if my prices are actually profitable?”

“What’s the right way to factor in costs like marketing and fulfilment?”

Get your pricing right and everything else in your business gets easier.

Don’t forget to like, subscribe, and share if you found this helpful.

For our final episode of the season, I caught up with Joe Vancena CEO of Status - the signed in shopping app for Shopify Plus brands.

Joe talks about how getting shoppers signed in is the key to activating all of the other programs and incentives you have running, the future of privacy, and how there has never been a better time to start capitalising on signed in shopping.

You can find Joe & Status on:

Joe Vancena - linkedin.com

Status - statusaccounts.com

You can reach Jason at ⁠⁠⁠Defiant⁠⁠⁠ or on ⁠Linkedin⁠.

This week I'm joined by Ali Wood from Intuit Mailchimp.

This week I'm joined by Ed Harries.

Ed is the VP of Strategic Partnerships and Payments at Visualsoft and talks about the minefield that is choosing your eCommerce platform, the cost of that platform, and how finding the right agency partner is one of the keys to success.

You can find Ed at:

Linkedin - ⁠⁠linkedin.com⁠⁠

Visualsoft - visualsoft.co.uk

Email - [email protected]

You can reach Jason at ⁠⁠⁠Defiant⁠⁠⁠.

Linkedin - linkedin.com

Music courtesy of ⁠⁠SoulProdMusic

This week I'm joined by Ross Allsop.

Ross is the eCommerce and DTC lead at Loci and talks through how the sneaker industry is shifting. He tells us how brands can survive in turbulent times, and how your marketing attribution can either set you up for success or failure.

You can find Ross at:

Linkedin - ⁠linkedin.com⁠

Loci - lociwear.co.uk

You can reach Jason at ⁠⁠Defiant⁠⁠.

Music courtesy of ⁠SoulProdMusic

This week I'm joined by Youri Moskovic.

Youri explains why accurately predicting your stock levels is one of the key secrets to eCommerce growth so that you are never over or under stocked, helping free up cash.

You can find Youri at:

Linkedin - linkedin.com

Prediko - prediko.io

Email - [email protected]

X (formerly Twitter) - twitter.com

You can reach Jason at ⁠Defiant⁠.

Music courtesy of SoulProdMusic

After some serious technical difficulties, we're back with Jaime Hill, seasoned eCommerce Director to talk all things eCom.

What was a full episode has become a minisode due to no audio being picked up, but in our time together Jaime talks all things augmented reality, the difficulties around delivery, returns, and consumer behaviour and expectations when it comes to buying online.

You can find Jaime at:

Linkedin - ⁠linkedin.com⁠

You can reach Jason at ⁠⁠WeAreDefiant⁠.io⁠

Music courtesy of ⁠SoulProdMusic