The Retail-to-Ecommerce Revenue Teardown
You won on the shelf. You're losing online.
Brands built in retail almost always leave money on the table online — not because the demand isn't there, but because the website was never built to capture it.
For brand owners and marketing leaders at retail-built brands ($5M–$100M) whose ecommerce channel isn't pulling its weight. Takes 90 seconds. No email required.
Just your ecommerce/DTC number — not total company revenue. A rough figure is fine.
Frequently asked questions
Who is the Retail-to-Ecommerce Revenue Teardown for?
Brand owners and marketing leaders at retail-built brands doing $5M to $100M who feel like their ecommerce channel is underperforming relative to their retail success. If you win on the shelf but your website feels like an afterthought, this teardown shows you exactly where the revenue is leaking — in dollars, not percentages.
How does the dollar estimate work?
The teardown scores five systems — storefront and product pages, conversion and checkout, retention and lifecycle, ecommerce-native acquisition, and measurement. Each system has a modeled recoverable percentage of your online revenue. Your answers determine how broken each system is, which scales the estimate. A credibility ceiling caps the total at 26% of your stated online revenue, because recoverable opportunity above that figure becomes directionally unreliable.
What is Ghost Revenue™ and how does it relate to this teardown?
Ghost Revenue™ is the money a CPG or retail brand has already spent to acquire visitors but never recovered — it leaks through broken ads, unconverted landing pages, and abandoned mid-funnel. Good Monster typically finds $127K/mo in Ghost Revenue™ for clients. The retail-to-ecommerce teardown identifies which of the five systems is generating the leak; the full Ghost Revenue™ diagnostic maps each gap to an exact dollar figure on your store.
Do I need to give my email to see my results?
No. The teardown is fully self-serve — enter your annual online revenue, answer 15 questions across five systems, and your results show immediately. No email required, no sales sequence, no gatekeeping. If you want the full Ghost Revenue™ diagnostic where Good Monster audits your actual store and guarantees finding at least $50K in opportunity, that is a paid engagement you can book from the results screen.
How is this different from the Brand Strength Scorecard?
The Brand Strength Scorecard measures how much brand equity you have built across ten dimensions — acquisition economics, retention, owned channels, margin visibility, and more. It gives you a score out of 100. The Retail-to-Ecommerce Revenue Teardown is focused specifically on brands that came from retail and asks why their ecommerce channel underperforms. It outputs a dollar estimate of uncaptured online revenue and ranks the five operational systems by how much each is costing you.
What happens after I see my results?
Your results show a dollar estimate, a health score, a system-by-system breakdown, and the top three fixes ranked by dollar impact. From there you can book the full Ghost Revenue™ diagnostic — a paid engagement where Good Monster audits every leak in your actual store and fixes the top three in 21 days. If we don't find at least $50K of opportunity, it's free. Good Monster clients average 300%+ ROI within 90 days.
