MìLà
An ongoing advisory relationship with a fast-growing consumer food brand — platform guidance alongside an internal team and other partners.
- Shopify Platform Advisor · 2+ years
Industry — Consumer brands & CPG
Low price, high frequency, thin margin. The economics decide everything.
CPG eCommerce is unforgiving in a specific way: the average order is small, the customer is expected to come back, and the cost to ship a single unit can consume the contribution the unit generates. Growth that ignores that arithmetic is temporary.
Most of the decisions that matter — bundling, subscription design, thresholds, packaging, retail coexistence, retention — are business decisions the storefront then expresses. They aren't platform features.
What's different here
The second purchase is the business
Almost every serious CPG eCommerce problem eventually reduces to one question: does the customer buy again, and does the second order cost less to win than the first?
Recurring problems
- Unit economics that don't survive shipping
- Bundles built for AOV, not for the customer
- Subscription programs with churn nobody models
- Free shipping thresholds set by feel
- Retail and DTC pricing tension
- Wholesale ordering handled by email
- Flavor and variant proliferation
- Lot, expiry and freshness handling
- Retention delegated to a tool
- Reporting that hides contribution
In CPG, merchandising is margin management with better photography.
How we work with CPG brands
Sequence, not simultaneous everything
- 01
Establish contribution by product and channel
Before optimizing anything, know which SKUs and channels actually contribute after shipping, discounts and returns.
- 02
Design the repeat purchase path
Subscription, replenishment reminders, bundles, sizes and lifecycle messaging designed around real consumption cycles.
- 03
Make discovery match how people shop food and household goods
Flavor, format, size and occasion — merchandising that reflects the decision the customer is actually making.
- 04
Fix the fulfillment truth
Availability, cut-offs, packaging and shipping cost expressed accurately on the site rather than corrected by support.
- 05
Reconcile DTC with retail and wholesale
Pricing, exclusives and assortment decisions that keep channels complementary instead of competitive.
Proof
Brands in this category
Consumer brands we've worked with include MìLà, MIL Kimchi, BoomBoom Naturals, Copper Cow Coffee, Mighty Swell and Traces Oats.
See the full proof libraryMIL Kimchi
A specialty food brand where product handling, freshness and shipping constraints shape what the storefront is allowed to promise.
- eCommerce
Growing a consumer brand online?
We're most useful when the question is which three things to do next — not how to do all thirty.