• Rising CAC and degraded attribution from privacy changes and platform consolidation
• Margin compression from fees, discounts, returns, and last‑mile costs
• Inventory volatility causing costly stockouts and overstock
✓ Lower CAC 15–30% through incrementality, creatives at scale, and audience hygiene
✓ Lift AOV 8–15% via bundling, tiered shipping, and PDP conversion patterns
✓ Increase repeat purchase rate 6–12 points with lifecycle and CX fixes