Rita Zahir breaks down why ecommerce brands need to move beyond revenue and focus on profitability to survive today’s market. She explains how shifting from broad metrics like AOV to precise, product-level contribution margin can transform merchandising, advertising, and growth strategy. The conversation covers product prioritisation, dynamic ads, customer segmentation, and why many brands are still optimising the wrong things. Rita also shares practical insights on testing, tooling, and avoiding common mistakes that waste time and resources. A sharp, practical look at what it takes to build a profitable ecommerce business today.