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BA Commerce

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Case Studies

WORK WITH US

CASE STUDY —

Apparel Brand

From Cash-Constrained Chaos to Controlled Growth: +145% Revenue While Improving Contribution +66% in 90 Days

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Contribution Margin

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THE BRAND

In the summer of 2025, we partnered with an apparel brand that had traction but not control. Revenue was meaningful. The product resonated. But they were losing money on the first purchase.

In apparel, that’s dangerous. Unlike subscription or consumables, there’s no guaranteed repeat behavior. If your first purchase economics don’t work, scale magnifies the problem.

On top of the margin issue, the founder and COO were doing everything: product, inventory, cash flow, investors, ads, email, CRO. No roadmap. No financial model. Just constant reacting.

THE CHALLENGE

Three compounding issues: inventory and cash misalignment (routinely long on some SKUs, stocked out on others), a media structure that wasn’t built for new customer acquisition, and no financial roadmap. That last one meant no clarity on what ROAS they actually needed or what a profitable new customer looked like.

the strategy

We didn’t start with ads. We started with math.

01

Build the Financial Model

First, we established required ROAS for profitable new customer acquisition, target aMER, contribution guardrails, and acceptable scaling pace. Once we had the guardrails, every decision got simpler.

01

Build the Financial Model

First, we established required ROAS for profitable new customer acquisition, target aMER, contribution guardrails, and acceptable scaling pace. Once we had the guardrails, every decision got simpler.

01

Build the Financial Model

First, we established required ROAS for profitable new customer acquisition, target aMER, contribution guardrails, and acceptable scaling pace. Once we had the guardrails, every decision got simpler.

02

Rebuild Meta Around New Customers

We restructured the account to prioritize new customer acquisition, separate regions strategically, and align creative to acquisition intent. Founder content emerged quickly as the strongest performer, so we leaned in hard: briefed directly, edited fast, launched weekly. In 90 days, revenue was up 145%, Meta spend up 61%, blended MER up 48%, aMER up 46%.

02

Rebuild Meta Around New Customers

We restructured the account to prioritize new customer acquisition, separate regions strategically, and align creative to acquisition intent. Founder content emerged quickly as the strongest performer, so we leaned in hard: briefed directly, edited fast, launched weekly. In 90 days, revenue was up 145%, Meta spend up 61%, blended MER up 48%, aMER up 46%.

02

Rebuild Meta Around New Customers

We restructured the account to prioritize new customer acquisition, separate regions strategically, and align creative to acquisition intent. Founder content emerged quickly as the strongest performer, so we leaned in hard: briefed directly, edited fast, launched weekly. In 90 days, revenue was up 145%, Meta spend up 61%, blended MER up 48%, aMER up 46%.

03

Align Inventory With Ad Spend

We matched spend against inventory position. If we were long on a SKU, creative and spend supported it. If we were light, we pulled back. When performance lagged on products that needed to move, we rapidly briefed new creative based on proven winning angles. No more blind scaling.

03

Align Inventory With Ad Spend

We matched spend against inventory position. If we were long on a SKU, creative and spend supported it. If we were light, we pulled back. When performance lagged on products that needed to move, we rapidly briefed new creative based on proven winning angles. No more blind scaling.

03

Align Inventory With Ad Spend

We matched spend against inventory position. If we were long on a SKU, creative and spend supported it. If we were light, we pulled back. When performance lagged on products that needed to move, we rapidly briefed new creative based on proven winning angles. No more blind scaling.

04

Improve Unit Economics on Site

While media scaled, we attacked conversion and AOV: pricing presentation, sale framing, cart and checkout upsells, product hierarchy, friction reduction. Blended AOV increased 23%. New customer AOV increased 21%.

04

Improve Unit Economics on Site

While media scaled, we attacked conversion and AOV: pricing presentation, sale framing, cart and checkout upsells, product hierarchy, friction reduction. Blended AOV increased 23%. New customer AOV increased 21%.

04

Improve Unit Economics on Site

While media scaled, we attacked conversion and AOV: pricing presentation, sale framing, cart and checkout upsells, product hierarchy, friction reduction. Blended AOV increased 23%. New customer AOV increased 21%.

05

Take Back Retention

We oversaw their email and SMS agency at first, but performance kept hitting ceilings. So we built a system to bring retention strategy in-house, without adding headcount, while reducing OPEX. In 90 days, email and SMS revenue increased 127%.

05

Take Back Retention

We oversaw their email and SMS agency at first, but performance kept hitting ceilings. So we built a system to bring retention strategy in-house, without adding headcount, while reducing OPEX. In 90 days, email and SMS revenue increased 127%.

05

Take Back Retention

We oversaw their email and SMS agency at first, but performance kept hitting ceilings. So we built a system to bring retention strategy in-house, without adding headcount, while reducing OPEX. In 90 days, email and SMS revenue increased 127%.

by the numbers

The Results

The business didn’t just grow. It stabilized. The founder stopped operating in survival mode. They had clear financial guardrails, predictable acquisition, inventory alignment, and a roadmap. And most importantly: breathing room.

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Contribution Margin

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MER

WORK WITH US

Let's talk.

Month-to-month. No lock-in. No BS.

Ready to scale?
Let’s build the engine.

About Us

CASE STUDIES

©2026 BA Commerce. All rights reserved.

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Terms Policy

WORK WITH US

Let's talk.

Month-to-month. No lock-in. No BS.

Ready to scale?
Let’s build the engine.

About Us

CASE STUDIES

©2026 BA Commerce. All rights reserved.

Privacy Policy

Terms Policy

WORK WITH US

Let's talk.

Month-to-month. No lock-in. No BS.

Ready to scale?
Let’s build the engine.

About Us

CASE STUDIES

©2026 BA Commerce. All rights reserved.

Privacy Policy

Terms Policy