Building data confidence for e-commerce brands

It’s clear that developing data literacy and confidence in marketing metrics is becoming essential for long-term resilience – and it’s a problem across the board in Australia. A report from global tech company Lotame shows “99 per cent of marketers and agencies encounter barriers in data orchestration and utilisation”.

It’s this need for knowledge – and practical, hands-on guidance – that led digital marketing expert Jay Wright to start Ecommerce Equation, a software-as-a-service (SaaS) powered coaching business designed specifically to help e-commerce founders master digital marketing.

“At the time, there was nothing else like it,” says Ecommerce Equation CEO Kate Stevenson. “Jay started the business in response to everyone moving online during the pandemic and, consequently, his client list was growing faster than he could manage.

“He flipped the model, teaching business owners how to run their own campaigns and transferring his skills and knowledge so they could grow their businesses themselves.”

Finding the confidence to grow

Since launching with just a handful of members in 2020, Ecommerce Equation has worked with over 4000 businesses globally. Revenue has tripled over the same period, with the company’s success underscored by its inclusion in the AFR Fast 100. The team now includes 100 employees, with 60 dedicated digital marketing experts supporting an ever-expanding member base.

A typical member often starts out as a side business, operating out of the family garage or spare room, finding a customer base and then stagnating because they don’t have clarity or confidence to grow, says Wright.

“It’s at this stage that business complexity increases sharply and many people invest heavily in platforms like Meta and Google Ads, only to struggle with profitability,” he explains.

“They then engage a digital marketing agency or a freelancer for help. This often makes things even more confusing because, while the agency spends the money, the founder may not know exactly what they’re doing, why they’re doing it or whether it’s working.”

Ecommerce Equation is addressing that need by offering a program combining technical training with expert coaching. Members learn to read and act on their own campaign data, gaining confidence in key metrics such as conversion rate, MER and profitability. They also benefit from a supportive community of peers tackling similar challenges.

Gaining that knowledge is an ongoing process and each business is supported at every stage of their journey – from those just starting out, to brands generating $30,000 a month and, ultimately, to those surpassing a $1 million in monthly revenue. Global brands like LSKD, Tile Cloud and Nakie have benefited from this.

The omnichannel strategy

The goal, says Stevenson, is to build long-term business resilience through data literacy and strategic thinking.

“Knowledge really is the biggest differentiator,” she says. “Founders who understand their numbers and can adjust their strategies in real time are the ones who survive and scale. Those who don’t, often burn through cash and lose confidence. Once they see how every number connects, it changes the way they run their business. We tell every single member: check your numbers every day.”

But the challenges are not limited to early-stage businesses. Established brands with physical or wholesale networks are increasingly focusing on digital channels to expand their reach.

For many, blending online and offline strategies is becoming a critical part of a broader approach that gives businesses access to global markets and offers growth opportunities, with Australian businesses looking beyond their borders to tap into markets in the US, UK, Europe and Canada.

“We are seeing more established brands with strong brick-and-mortar or wholesale distribution networks – including PTP Fitness and Shona Joy – joining Ecommerce Equation to expand their digital footprint,” says Stevenson.

“For many, it’s the next step in a broader omnichannel strategy that blends physical retail with online growth, meeting customers wherever they choose to shop.”

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