Ecom by the Numbers: The Ecommerce Profit Podcast

How to Increase Ecommerce Sales: Your Store Is One Equation

Melia Moore — Mon, 24 Aug 2026 06:00:00 -0500

How do you increase ecommerce sales without adding another channel, tool or tactic to the list? You stop treating your store as a hundred problems and see it as one equation: traffic × conversion × average order value × purchase frequency = revenue, minus what it costs = profit. In the first episode of Ecom by the Numbers, Melia Moore walks through the five ecommerce metrics that actually run your store.

A worked example shows what one lever does. Lift conversion from 2% to 3% on the same thousand visitors and a $1,000 month becomes a $1,500 month, without finding a single new customer. Then the filter this whole series runs on: almost every growth tactic you get pitched is one of those four levers in a costume. Ask which number it moves and whether it's the cheapest way to move it. If it moves none of them, it's a nice-to-have, not the main event.

Chapters

(00:00) - You don't have a hundred problems
(01:35) - Your whole business on one line
(01:59) - The four levers
(02:35) - One lever, real numbers
(03:52) - Every tactic is a lever in a costume
(06:32) - Four problems in a thousand disguises
(07:51) - Profit back in the center
(08:36) - Where the series goes

Links
Episode page: https://ecomprofitably.com/podcast/how-to-increase-ecommerce-sales/
Ecom by the Numbers is brought to you by ecomprofitably: https://ecomprofitably.com/

Revenue vs Profit: Why Revenue Is Not the Point

Melia Moore — Mon, 31 Aug 2026 06:00:00 -0500

Revenue vs profit: one store does a million dollars a year and keeps about $20,000. Another does $200,000 and keeps about $50,000. Melia Moore follows the money down both of them, line by line, from cost of goods to ad spend to overhead, to show why revenue is the easiest number in your business to grow and the least honest.

The first split between an owner and an operator is one question: what did it keep? This episode adds the second half of the series' filter. A move can lift a lever and still cost you money, and discounting is the classic case. Revenue is an input, not the goal. For the rest of Ecom by the Numbers, profit is the lens.

Chapters

(00:00) - A tale of two stores
(00:39) - The number that lies the most
(01:41) - The million-dollar store
(02:43) - The two-hundred-thousand-dollar store
(03:23) - What did it keep?
(04:17) - A lever can still hurt you
(05:14) - When profit becomes the goal
(06:52) - Revenue is an input

Links
Episode page: https://ecomprofitably.com/podcast/revenue-vs-profit/
Ecom by the Numbers is brought to you by ecomprofitably: https://ecomprofitably.com/

Working On the Business, Not In It: Think Like an Owner

Melia Moore — Mon, 07 Sep 2026 06:00:00 -0500

Working on the business vs in the business: most people who run an online store don't own a business. They own a job that happens to have a website. Melia Moore walks through an operator's twelve-hour day, the questions that separate an operator from an owner, and why a store that depends entirely on your hands can't grow past them.

An owner watches five numbers: conversion rate, average order value, repeat purchase rate, the cost to get a new customer, and the margin left on each order. Shiny object syndrome turns out to be an operator disease, and thinking like an owner is what gives you permission not to do things. Plus the thirty-minute weekly habit: find your weakest number and make one move aimed at it this month.

Chapters

(00:00) - A job with a website
(00:41) - An operator's day
(01:43) - Listen to the questions
(02:40) - Why operating feels good
(03:21) - The owner's five numbers
(04:00) - Shiny objects are an operator disease
(05:07) - The thirty-minute week
(06:54) - You don't have to do more

Links
Episode page: https://ecomprofitably.com/podcast/working-on-the-business/
Ecom by the Numbers is brought to you by ecomprofitably: https://ecomprofitably.com/