A fractional Head of Ecommerce sets and owns the growth strategy across ecommerce and digital marketing — the same role a full-time senior hire would play, without the lock-in of a full-time leadership salary.

ETTA works as embedded strategic leadership rather than an outsourced execution team, setting direction across ecommerce and digital marketing as one connected strategy.

Cost depends on the scope and time commitment of the engagement. Pricing is discussed directly during an initial conversation rather than fixed in advance, since the right level of involvement varies brand to brand.

Engagements typically start with a discovery conversation to identify the highest-leverage opportunities across ecommerce and digital marketing, then move into a flexible working arrangement built around agreed commercial outcomes rather than a long-term retainer lock-in.

A fractional model tends to make sense for brands that need senior ecommerce leadership now but aren't ready for the cost of a full-time hire, or that want the flexibility to scale support up or down with the trading calendar.

ETTA is built specifically for fashion and streetwear ecommerce brands, with a deliberately small number of clients at any time so each gets direct, senior attention.

Both, depending on what the brand needs. Some engagements need Head of Ecommerce-level ownership — setting and owning the strategy end-to-end. Others need Ecommerce Manager-level support — running the day-to-day across ecommerce and digital marketing within an existing strategy. The scope is agreed upfront rather than fixed to a single title.

Yes — that's often the real value. Once ecommerce and digital marketing strategy, reporting, and day-to-day decisions are properly owned, the founder gets time back to focus on product, brand, and the bigger calls instead of being pulled into every channel.

Scope is agreed upfront rather than fixed to a title, typically strategy ownership, reporting, and direction of any existing team or agency partners, with the exact mix of strategic vs hands-on work shaped by what the brand needs.

Yes; it's one of the most common setups. The consultant or fractional lead sets the strategy and gives the agency clear direction and targets, so the agency's execution stays pointed at the same commercial goal instead of running its own channel-only agenda.

Yes, but the approach should scale down with traffic. Below the threshold needed for formal A/B testing to reach significance, a lighter diagnostic-and-fix approach, benchmarked before and after, still recovers most of the available uplift.

Spending on acquisition before positioning is nailed down and retention systems are live. This drives one-time purchases with no mechanism to bring people back, so the brand ends up permanently dependent on paid spend.

Once ecommerce is complex enough, spanning multiple channels, markets, or a large team, that the role genuinely needs someone in the building full time, a permanent hire usually becomes the better long-term investment. Many brands use a fractional lead as the bridge to get there properly rather than rushing the hire.

Fractional is for brands that don't yet have anyone senior owning ecommerce strategy, and embeds as ongoing part-time leadership. Consultancy is for brands that already have a team in place but need expert input to get to the next level, either as an ongoing arrangement or for a specific project.

Not usually. Fractional is built for brands without anyone senior yet owning ecommerce strategy. If you already have a team but they're missing specific expertise, ETTA's consultancy model — ongoing or project-based — is generally the better fit.

A redesign changes everything at once, which makes it impossible to know what actually improved conversion. CRO changes one thing at a time against a specific hypothesis, so each change's impact can be measured.

No. Below a certain traffic threshold, formal split testing won't reach statistical significance in a reasonable time. A lighter diagnostic-and-fix approach, benchmarked before and after, is the more realistic route for smaller brands.

Once there's more to coordinate than one person can run alone, usually when acquisition, retention, and analytics all need to move together rather than one at a time.

Shopify is the default choice for most fashion and streetwear DTC launches — its app ecosystem covers the retention, analytics, and checkout needs a launch requires without custom development. Platform choice matters far less than sequencing: a well-executed launch on Shopify will outperform a poorly sequenced one on a platform chosen for its features alone.

A full diagnostic pass makes sense quarterly for most fashion and streetwear brands, aligned with trading seasons, plus an ad-hoc pass after any major storefront, checkout, or campaign change. The core benchmarks — conversion rate by channel, the mobile-to-desktop gap, and add-to-cart rate — should be monitored year-round so each diagnostic pass has a clear before-and-after baseline to measure against.