Blog
Our blog features a combination of eCommerce and paid media advice and guidance, from various members of our team.
Most recent
eCommerce
Apr 2026
"Why Most Loyalty Programs Fail - and What the Foundations Actually Look Like" - A Pulse Commentary
Almost every eCommerce brand of any scale now has a loyalty program, or is in the process of building one. The tools are accessible, the platform integrations are straightforward, and the general expectation from customers that some kind of membership or rewards structure should exist has become a baseline. But accessibility has created its own problem: programs that look similar, offer similar rewards, and generate similar levels of customer indifference. This article covers what that process looks like in practice, what the data should be telling you before you invest, and why so many programs stall after launch.eCommerce
Apr 2026
"Scaling Paid: What Needs to Be True Before You Spend More" - A Pulse Commentary
Most eCommerce brands reach a point where they want paid media to do more. The growth targets are set, the board expects acceleration, and the instinct is to increase spend. But scaling paid channels is not the same as spending more. There is a meaningful difference between a brand that is ready to scale and one that has simply decided it wants to, and that gap is where most of the problems occur. This article covers what we are seeing work for brands scaling paid investment, what tends to break, and what needs to be in place before committing additional capital.eCommerce
Apr 2026
"Your Tech Stack Is Probably Costing You More Than You Think" - A Pulse Commentary
Most eCommerce brands accumulate technology rather than evaluating it. Apps get added during a migration and never reviewed. Enterprise tools get purchased because a senior stakeholder saw a demo, then sit underutilised because the team doesn't have the capacity to operate them. Decisions that should be grounded in business goals, team capability, and long-term scalability are instead driven by familiarity, cost alone, or whoever shouts loudest. The result is a tech stack that creates drag rather than leverage. Brands pay for tools they don't fully use, miss integrations that would unlock real efficiency, and discover operational gaps at the worst possible moment - during a migration or a growth push when everything needs to work.eCommerce
Apr 2026
"What AI Actually Means for Ecommerce Right Now" - A Pulse Commentary
This article covers where AI is creating genuine operational value for ecommerce brands today, where it introduces risk that requires careful governance, and how brands should be evaluating their readiness to adopt these capabilities in a way that compounds rather than creates technical debt.eCommerce
Mar 2026
"SEO in an AI-First Search Landscape: What eCommerce Brands Need to Reassess" - A Pulse Commentary
Over the past 18 months, the platforms where product discovery happens have expanded significantly. Google remains central, but ChatGPT, Perplexity, Gemini, and other AI-powered interfaces now handle a meaningful share of product research and purchase consideration. This article covers what has changed in practical terms, what we are seeing work for brands navigating these shifts, and what warrants reassessment if search, in its evolving forms, is part of how your customers find you.Paid Media
Feb 2026
"The Operational Reality of High-Growth Marketing" - A Pulse Commentary
The gap between setting a growth goal and building the system to achieve it is where most strategies fail. Not because the ambition was wrong, but because the operational foundation wasn't in place. Paid media can be a growth engine, but only when it's built on unit economics that hold, creative systems that scale, and measurement that reflects business performance rather than platform vanity metrics.eCommerce
Feb 2026
"Why Most eCommerce Roadmaps Fail Before Execution Begins" - A Pulse Commentary
The gap between having a roadmap and having one that delivers is where strategies fail, not through poor execution, but because the foundations weren't in place. Initiatives get planned without clear business cases, goals stay too vague to action, capacity gets overestimated. And when circumstances change, rigid annual plans become obstacles rather than guides.