AI in ecommerce operations
How AI changes D2C research without replacing judgement
AI can widen retrieval, organise evidence and expose unanswered questions. An experienced operator still owns the question, the sources and the decision.
Ecommerce operator and performance agency founder
Eddie Cheng
Eddie Cheng founded Penang Media and co-owns VIBAe. He writes from the agency and brand sides of ecommerce growth, connecting paid acquisition with stock, margins, cash flow and contribution profit.
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Articles by Eddie Cheng
Brand operations
Which ecommerce lifecycle flow should you fix first?
Start with welcome or post-purchase, where the brand has to earn the relationship after acquisition. Prove the trigger and customer experience before moving to recovery flows.
Ecommerce data and measurement
How to read blended media efficiency without losing the plot
MER blends Meta and Google paid spend into one business-level signal. Read it beside contribution, break-even CPA, customer movement and the changes elsewhere in the account.
Paid acquisition systems
What to check before increasing Meta ad spend
A budget increase magnifies the acquisition system already in place. Check the economics, stock, measurement and creative supply before asking for more volume.
Profit-first growth
Should paid media optimise for ROAS or profit?
ROAS can steer delivery inside an ad platform. Profit decides whether the resulting growth is worth buying.