Category: Insights and Trends.

People start businesses with different objectives – some want to make money, some want to invoke their passion or an idea, for some, it is a legacy passed on from their family. Whatever the objective may be everyone strives to generate profits to build a healthy, sustainable business.

While a business is running one tends to lose focus to other things and very often forget the basic economics, the balance to maintain between income and expenditure. You must have witnessed scenarios either in your own case or through other campaigners where the seller ends up in loss even after being able to generate good sales for their products.

This happens mainly because of the lack understanding of cost and market dynamics

Well, the aim of this blog is to sensitize you with the factors that directly or indirectly impact your Profitability and help you understand the price and market dynamics.

First, let us start with the basic Profitability Equation

Looks simple right! But when it comes to reality, businesses need to do lots of other stuff to drive their Sales Revenue. Transport costs, promotion costs, manpower costs, operations costs, rents etc.

Let me explain you with a simple case study

Similarly, online businesses also have promotion costs, return costs apart from the product cost which in your case is the base price. So the profit equation for your t-shirt business looks like this


Gross Profit: Profits /Income Earned from Delivered Orders

Return Debit: Deductions from Returned Orders

Return Credit: Profits earned from orders fulfilled from in stock returns

Ad Spend: Amount invested in your Facebook ad campaigns

Example, Net profit for selling 100 T-Shirts each at Rs.599 with 10% Returns, 0% Reuse and Cost per conversion Rs.150 looks like this

Now let us deep dive into the factors that will significantly affect your profits

  1. Pricing – Pricing is, of course, the most important factor that affects your profitability. Poor pricing results in poor margins and thus your overall ROI.

Many times, users ask us what is the ideal price to sell their custom products. We recommend the following prices if you are driving sales from online promotions.

  1. Payment Mode – India is a COD predominant market. Trust issues, Low penetration of internet banking, cards are the main factors why people prefer COD options.

Higher COD orders result in Higher Returns thereby affecting the margins. We have even noticed some campaigns with 90% COD orders have Return Rate as high as 54% which ultimately results in losses.

We recommend keeping a check on COD vs Prepaid order percentage and maintain COD orders to less than <70%. One way of doing this is to go to your campaign settings and disable COD payments when you notice higher proportion of COD orders coming in.

  1. Return Percentage – Although COD orders contribute to the majority of returns, there are other factors related to logistics, buyer psychology that will affect your overall return rate.

The major reasons why customers refuse the products are

  • Non-availability of the buyer at the time of delivery
  • Non-availability of cash at the time of delivery
  • Incorrect address and other information
  • Reduced interest levels at the time of delivery
  • Impulsive behavior, no purchase intent at the time of placing an order
  • Longer delivery schedules viz in Tier 2,3 cities, towns.

We have also noticed that states Bihar, Mizoram, Nagaland have higher returns compared to other states. Request campaigners also to analyze the data available from the Orders Dashboard

  1. Design and Niche – There are Amazon, Flipkart, Myntra etc where there are lakhs of t-shirts. Brands like UCB, Aeropostale selling tees from as low as Rs.499. But have you ever thought why people should buy your products? It’s all about the DESIGN!

A good design makes your campaign, product desirable. A good design allows you to demand a premium. If people really like it they will wait for any length to get hands-on and wear it. We have noticed that some niches have almost 100% acceptance rate (zero returns) irrespective of delivery duration.

Make designs that are unique, exclusive and ensure that your niche has a very passionate audience. This leads to higher acceptance rates thus lowering you return percentage.

  1. Ad Campaigns – People often launch the ads and forget about it until the moment they realize things are not working in their favor. You need to dig deeper, analyze and cutoff demographics like age, gender, segments, locations, placements and other parameters that have poor performance, higher conversion costs.

Also, try the flex targeting to target premium buyers. You can try intersecting your adsets with interests like Online Shopping, Online Shopping Websites, Mobile Wallets, Consumer Segments interested in High-Value Goods

Profit is not something you count at the end, it is something you plan from the beginning. So next time before you launch your campaign, have a clear understanding of the factors discussed in this article and drive towards profitability. We hope these inputs will help you make better decisions and give positive results for you.

Reach out to us on for any further queries.



Hello campaigners,

You must have witnessed scenarios either in your own case or through other campaigners where the seller ends up in loss even after being able to sell their products.

Well, the aim of this blog is to make you aware of the possible pitfalls that are associated with the campaigns when it comes to the profitability aspect so that you can plan carefully when investing your time and money on campaigns.

Even the good selling campaigners miss the point that they are spending some money in the form of Facebook advertisements and don’t track the returns properly. In order to be profitable, make sure that the margin/profit per product is sufficient enough to beat the returns deductions and ad amount spent.

The basic equation for your profit comes down to this:

Profit =  Net Margin- Ad spent- Return deductions +Returns reuse margin

Net margin= Margin gained from all successful orders

Ad spent=  Money spent on Facebook/online advertisements

Return deductions= The amount that will be deducted from payout due to returns(Sum of base prices of returns)

Returns reuse margin= Margin gained from returns reuse

You need to take care of the following factors so that profitability is met i.e profit is positive.

Design- The first and foremost prerequisite for a successful campaign, the design should be good and also relatable enough to your target audience. It’s better to keep a particular type of audience in mind and proceed with designing which will help you in targeting also.

Ad copy- This should be attractive enough to convert the potential buyers into actual buyers.

Target Audience- Do some research on the target audience and how they can be targeted on Facebook using Age, Location, Gender and Detailed targeting tools.

Facebook Ads- Your Facebook ad is like your pet, you should be tracking the ad continuously so that you won’t waste the money invested in Facebook ads.Cut off the placements(Geography/Age/Gender) where the ad is performing poorly and you may scale up in the placements where the ad is performing well. As per our data, one suggestion we can give is to remove the states of Bihar, Nagaland, Mizoram in your ad placements; they have a high cost per conversion and high return rate.

Returns rate- This has been a headache point for the entire e-commerce industry. Sometimes people place the order just for the sake of placing it, this is called Impulse purchase behavior which is very common in India.Returns are due to – both logistics in India as such/ longer delivery schedules/ buyer psychology.And major returns come from Tier 2 & Tier 3 cities Other niches & metros attract minimal returns. Going by our data, the maximum tolerable returns percentage is 25-35%.

Type of buyers(COD vs Prepaid)-  In India 65%-70% people shop online with COD and very less percent with prepaid (Card, Net Banking).And going by our data the majority of returns come from COD buyers which can be avoided to a certain extent by incentivizing the Prepaid buyers which we are already been doing. If you are facing the issue of very high COD orders and therefore high returns, it’s better to go with only prepaid campaigns with a design for a highly passionate audience.

And finally Margin Per product– The above-mentioned factors are somewhat interrelated except for this one. You can choose you margin per product when launching the campaign irrespective of any factor. But the trick to profitability lies in choosing the margin carefully and using the other factors mentioned to full advantage.

Let’s take an example of a campaigner A with the total number of t-shirt sales as 10 out of which 3 are returned and 7 are successful deliveries, Zero are reused. Let’s say cost per conversion on Facebook ads is 100 per Tee(the maximum advisable cost per conversion for campaigners is 150)

So in order to be profitable, the margin per product should be:

Margin > (10*100+3*295)/7 i.e Margin should be greater than approximately 270, so the selling price should be greater than 599.

This example is to show how anticipating your return rate and cost per conversion and fixing your margin accordingly can land you on the profitable side.

So next time when you are launching a campaign, please keep the factors mentioned above in mind so that profitability is achieved.


               Now that Cupid has hung his boots, let’s shift our focus on to the next big event coming up i.e International Women’s day(March 8th).

Why should I focus on this?

Women’s Day is celebrated internationally on 8th March every year. It is an occasion to value the remarkable role of women in our society. The occasion has only increased traction from time to time since its inception and media tends to promote all the content related to the same.As we approach International Women’s Day on March 8th consider creating feminist/female-power themed designs your buyers will be proud to wear.

What does the data say?

Feminism, women’s rights, Female relationship niches proved to be a good bargain on our platform. Last year we saw a huge spike in these niches in the period of Feb10th-Mar 10th, our sales increased by almost 30%. Another interesting fact is that our returns rate is considered very low when the buyer is a female and what is the more appropriate time to sell these themes?

Put on your thinking hat, conjure some interesting designs and take advantage of the opportunity!!

Design Suggestions:

You can also target people with designs emphasising the female gender in relationships


Targeting Suggestions:  Use the Hashtag #PressforProgress in your ad content. This is the theme of this year’s women’s day and you can capitalize the buzz around this hashtag for your sales.

Please note that this audience segmentation can work well for designs making the audience proud of their feminine nature.

For Female oriented relation designs,

It’s time to experience the month of cupid. Yes, the month of February has finally arrived!! What it brings along is the marketable Valentine week!!

What’s in it for ME?

The celebration of Valentine’s Day in India began to become popular following the economic liberalisation.

The day may be all about love, gifts, purchases and splurging, but if you are a little discreet, this is an opportunity to make money too, and how! The V-Day market has reached 22000 crore market in 2014 and has been only growing from time to time.

According to the latest Mastercard Consumer Purchasing Priorities Survey, more than half of Indian consumers plan to go out for a meal on Valentine’s Day (55 percent), and more than a third plan to spend time with their loved ones by going to the movies (42 percent).

Among the Indian consumers surveyed, a fifth (21 percent) plan to buy a gift for their loved ones on Valentine’s Day, on an average spending close to Rs 1,500.

Valentine’s Week has its own significance among the youngsters. During this week each day is celebrated in a different way.

  • Rose Day – 7 February
  • Propose Day – 8 February
  • Chocolate Day – 9 February
  • Teddy Day – 10 February
  • Promise Day – 11 February
  • Hug Day – 12 February
  • Kiss Day – 13 February
  • Valentine’s Day – 14 February

So what are you waiting for??

Train your brain cells and see what you can sell to all those who are drenched in the ocean of love 😉

Have a look at how the trend is picking up and it’s only going to increase in the next two weeks.

Still not sure how to proceed with the niche?

Worry not and have a look at some of the design suggestions to help you with.

Targeting Suggestions:

Location: Preferably Metro cities
Age: If the target is male(gift to a female), go with 23+; If the target is female(gift to a male), go with 20+.
Language: English
Detailed Targeting: You can choose any suitable targeting among Married, Newly Wed, Engaged, In a relationship, New parents depending on your design and target audience in mind.
Ad Placement: Go with the options of Facebook feed, Instagram, Audience network.

One interesting insight we got from this niche is that the reception of ad banners is good when the mockup has a model wearing the product. So we are attaching few of them to so that you may download and use them.

Mother’s day falls on May 14 th this year in India. For consumers, It’s a difficult scenario to select from a wide range of options available in the market, but as marketers it’s one of those most definitive days on which you can greatly monetise on.


What to sell for Mother’s Day?
Gifting market in India is estimated at $30 billion out of which personal gifting constitutes $20billion. In the personal gifting sector, customized gifts are the most popular especially among women. Customized phone cases, mugs and posters served as great gifts and made some superb sales last Mother’s Day!


Design Ideas:
Following are few quote ideas which you can use to launch your products. These quotes are both scalable and versatile i.e. they can be used for all professions just by replacing the highlighted word in each:


 To the world
you are a
to this Engineer
you are the
Happy Mother’s Day.


My job is of an
your job
made me one!
Happy Mother’s Day.


Good Moms have
sticky floors
messy kitchens and
Doctor kids.


Designs that worked for us:



When should you start promoting for Mother’s Day?
We would recommend you to start promoting your campaigns 3 to 4 weeks prior. It will allow people to decide what to buy and take into consideration shipping times. The earlier the better!


Now that you are loaded with design Ideas, there is nothing that should stop you from starting your winning campaigns right away! Launch now!

In this case study we present to you the targeting and strategy we used for the design – “I’AM A PROUD HUSBAND OF A FREAKING AWESOME WIFE! YES, SHE BOUGHT ME THIS TSHIRT”.

This is the T-shirt design and banner we have used for Facebook ads

Hubby 1

Targeting 1: Online Shopping + Newlywed

Sex – Female, Age – 21 – 32

Locations – Delhi/ Mumbai/ Pune/ Hyderabad/ Bangalore/ Chennai

Audience Size – 1.5 Lakh Approx


Targeting 2: Online Shopping + Anniversary within 30 Days

Sex – Female, Age – 21 – 32

Locations – Delhi/ Mumbai/ Pune/ Hyderabad/ Bangalore/ Chennai

Audience Size – 50k Approx


Step 1 – Do a Website Conversion Ad (considering the pixel already have some purchase data) with a budget of INR 250. Let it optimize for 2 days.

Step 2 – If the conversions start coming in, increase the budget by 25% every 2-3 days.

Step 3 – On Day 3, do a retargeting ad with a budget of INR 40

The above steps are for having the first successful campaign. After this scaling comes in. Here are the audience resources you need to scale in:

  1. Capture the website visits & create 1% Lookalike
  2. Capture the buyers who purchased the product & create 1% Lookalike
  3. Create audience for people who interacted with the page

Once you’ve got more than 50 purchases, you can start scaling the campaign. This is how we scale:

1. Figure out which targeting worked really well. Ideal size of this audience is 100k – 300k. Just copy the best selling ad & start rendering only on Mobile Placement with budget of INR 1000.

2. Create Lookalike Ad for Website Visits with the budget of INR 1000 only on Mobile.

3.Create Lookalike Ad for Buyers with budget of INR 1000 only on Mobile

Whatever the ad is doing good, create the same copy targeting only for desktop. Observe any ad for two days, if it is performing good, increase the budgets by 25% every 2-3 days.

Designs should be quirky enough that your ad viewers should be able to get attracted it. Many design inspirations are available online around this niche. Here some ideas you can try

Untitled design




We started November with a bang! In November Week 1, we have recorded our all time high sales numbers. On 8th November our Government has announced Demonetization making the 500, 1000 denominations unacceptable.  This move has drastically affected eCommerce companies which mostly rely upon COD orders.

In this article, Sumanth our Marketing Head and also an alumnus of IIM Lucknow discusses the positive- negative impact of Demonetization and why campaigners have reasons to cherish in the long run.

Higher Proportion of Prepaid orders

One positive aspect of Demonetization is the increase in prepaid transactions. More customers are now opting for internet banking, credit card, debit card, mobile wallets to make their payments online. That means with more prepaid orders there are less returns, more successful deliveries and better profits for our sellers. In the long run we expect this trend to continue and bring positive results mentioned.

Article jan2

CODs are Back!

As we all are aware, the entire nation has faced cash crunch issues – as a result COD orders have plummeted by 80% and prepaid orders have dipped 60% in the week following Demonetization.

 In these tough times, we helped our campaigners to get sales by offering Rs. 50 off + Rs.50 cashback on prepaid orders – this resulted in quick normalization of the prepaid orders but COD orders took time to get back on track.  Encouragingly, there has been a significant increase in COD orders from Week 3 of December and now we are on the same scale as of Octobers order quantities.  Now with more cash supply, more ATMs operational COD orders are on the raise and are here to stay!

Article janReduced Dispatch Time

From December 21, 2016 we have successfully implemented and started a 3-day dispatch cycle i.e campaigns are dispatched to the respective buyers within three days from the campaign closure. This means less time a customer waits for his product, lesser cancellations and more profits for you.

Weekly Payouts

You will now receive your payouts on a weekly basis! Earlier campaigners had to wait till all the products in a campaign to be delivered to get their payout. These hassles are now eliminated with the Weekly Payout Cycle  system. With you receiving the payout money every week you will have funds to invest in FB ads or enjoy them at your will!

New Product Additions

Recently we have added Polo T-shirts, Baby rompers in our product offerings. We have noticed lower conversion costs for Polo tees, we recommend our campaigners to reach out their previous visitors (custom audiences) and cross sell Polo Tees with fresh designs. Keep your previous t-shirt designs on hoodies and capitalize on the winter demand for higher sales, margins.

So, why wait! Launch your campaign now and enjoy faster delivery cycles, lower return rates and better profits on your products.