Definition
What is the Ecommerce Gap?
The Ecommerce Gap is the distance between the demand a CPG or retail brand creates and the revenue it actually captures online: the sales you have already earned in the market that end up with marketplaces, resellers, and competitors instead of with you.
You won’t find it as a metric in your dashboard. It is the gap between the demand you paid to create and the revenue you actually kept.
The distinction
What it is, and what it isn’t
It is
Money you already spent to acquire a visitor, from the click to the impression to the shelf placement, that never turned into revenue you kept.
It isn’t
Demand you never chased, or customers who churned years later. Ecommerce Gap is specifically the acquisition you already paid for and lost before it converted.
Where it goes
Three places the money goes
Every one is demand you already paid to create. It just landed somewhere other than your checkout.
Marketplaces keep the sale
Demand you created converts on Amazon or another marketplace, on their margin and their customer relationship, not yours.
Resellers undercut your price
Unauthorized sellers win the branded search and the price check, so the buyer you earned checks out with someone else.
Your own site doesn’t close
The visitor who came looking for you leaves without an order, and the demand you paid to create goes unspent.
How to spot it
It never shows up as a line item
It shows up as growth that stalls no matter how much you spend, and as branded demand that converts everywhere except your own site. To make it real, we put a dollar figure on every gap and baseline it against the 60 days before any fix ships. Recovered revenue is the measured delta, not a projection.
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Ecommerce Gap, answered
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The Ecommerce Gap is the distance between the demand a CPG or retail brand creates and the revenue it actually captures online: the sales you have already earned in the market that end up with marketplaces, resellers, and competitors instead of with you.
Lost sales is anyone who didn’t buy. The Ecommerce Gap is narrower and more expensive: the demand you already paid to create, through ads, search, or the retail shelf, that ends up captured by a marketplace, a reseller, or a competitor instead of by you. You paid to build the demand and then handed the sale to someone else.
We map where your demand is created and where it actually converts, across your own site, marketplaces, and retail, and put a dollar figure on each place the revenue lands somewhere other than you. Every figure is baselined against the 60 days before any fix ships, so you see a measured delta, not a projection.
Cart abandonment is one piece, not the whole. The Ecommerce Gap also shows up when a marketplace wins the sale you created, a reseller undercuts your price, or a site visit never becomes an order. It spans every step between the demand you build and the revenue you keep.