Portfolio · E-Commerce + Mobile App + ERP
Mama's First: 1200% ROAS
Reversed a stalled paid-media program from 150% ROAS to a sustained 1200% by rebuilding the Adobe Commerce store, launching a Flutter mobile app, and wiring both into Odoo ERP — so every ad dollar tracked back to a fulfilled order.
The Challenge
What we walked into.
Mama's First had a healthy brand and loyal customers, but the unit economics weren't working. Meta and Google ads were running at roughly 150% ROAS — barely breakeven after COGS, fulfillment, and refunds. The Adobe Commerce store had grown organically over years, accumulating extensions and theme overrides that fought each other on every page load. Product data lived in three places: the storefront, a spreadsheet the warehouse used, and the POS. When a SKU sold out, it took hours — sometimes a day — before ads stopped pushing it, which crushed trust and inflated CAC.
The Approach
How we engineered the outcome.
Re-architected Adobe Commerce
Stripped the theme back to a clean base, removed conflicting extensions, and rebuilt the catalog around purchase intent rather than internal categories. Page weight dropped, Core Web Vitals turned green, and the PDP became the highest-converting page in the store.
Launched a Flutter mobile app
Native iOS + Android, sharing the same product catalog and checkout. The app surfaced personalized restock alerts and exclusive bundles — moving repeat customers off paid channels entirely.
Wired Odoo ERP as the source of truth
Stock, pricing, and order status flow from Odoo to the storefront, the mobile app, and the ads platform via the conversion API. When a SKU hits zero, ads stop pushing it within minutes.
Rebuilt the ads stack around purchase events
Killed click-optimized campaigns. Reset Meta + Google around server-side purchase events with attributed revenue. Spend was reallocated weekly to the SKUs and audiences with the highest contribution margin, not the loudest CTR.
Capabilities Applied
The exact services involved.
- Adobe Commerce
- Mobile App
- Odoo ERP
- Performance Marketing
- Meta Ads
- Google Ads
- ROAS
- CRO
The Outcome
What changed.
Within four months, blended ROAS climbed from 150% to 1200% and held there. Meta specifically went from 1.5× to 12× on attributed revenue. Cart abandonment dropped 60% on mobile after the app launch absorbed repeat traffic. Inventory mismatches between channels effectively went to zero — what's in Odoo is what the customer sees, in real time.
Want a result like this?
If your stack feels held together with tape and your ad spend isn't compounding, let's talk about engineering it properly.
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