What does Untangle do?

We help ecommerce companies grow more profitably by making it clear what marketing, products and channels are actually driving the business , and what is taking spend without creating value.

Ecommerce companies where marketing spend is meaningful, growth is expected, and there is a need to understand what is genuinely driving the business , typically led by a CFO, CMO or Head of Ecommerce.

Cut Waste is our entry engagement. We use the data you already have to surface where growth is leaking and what should not be scaled.

We start in the business , products, margin, demand. Then we decide what should scale.

For ecommerce leaders

Scale what actually drives your business.

In an AI-driven world, growth is increasingly determined by what AI chooses to amplify.
We help companies identify the signals that drive profitable growth.

See how we work

Shopper in pink with grocery basket, illustrating waste in ecommerce spend

What AI scales

What AI scales becomes your business.

AI does not understand profitability, brand value or strategic priorities unless those signals exist in your data.

We identify the commercial signals that drive profitable growth and the weak signals that create expensive momentum.

Because growth is increasingly determined by what algorithms, agents and recommendation systems choose to amplify.

The AI reality

Is AI scaling the right things?

AI influences what receives visibility, budget and attention.

The question is no longer whether AI impacts growth.

The question is whether it is helping your business grow in the right direction.

Explore Cut Waste

The shift

The next generation of commerce is signal-driven.

Search is changing. Discovery is changing. Recommendations are changing.

AI systems increasingly influence what gets visibility, relevance and demand.

Most businesses still optimize channels. We help them understand and improve the signals behind growth.

If this resonates, we should talk

The situation

Most commerce companies already run sophisticated performance systems.

Traffic, campaigns, dashboards, reporting, and AI tools. A full stack humming along, producing numbers that look right on the surface.

The gap

But very few know

01what actually drives profitable growth
02which products deserve scale
03what signals their systems optimize for
04where revenue and margin quietly leak
05how AI systems understand their business

We find where revenue and margin are lost, reduce wasted spend, improve profitability, and scale what actually drives the business.

Request a Cut Waste review

Trusted by teams shaping modern commerce.

Bridging commercial growth, AI capability and modern marketing education.

Signal Stories

All stories →

About signals, AI, commerce, profitability and business decisions.

AI & E-Commerce

Margin is invisible to most algorithms. That creates expensive growth.

Algorithms optimize for what they can see. If margin is not part of the signal system, the algorithm cannot optimize toward profitable business outcomes.

See the AI risk →

AI & E-Commerce

Products are no longer just inventory. They are instructions to the algorithm.

In AI-driven commerce, products are signals. We help companies structure products around profitability, demand, and strategic value so algorithms scale the right things.

See the AI risk →

Courses & Workshops

Untangle Collective & Berghs School of Communication: Performance Marketing Strategy

An intensive 8-week remote course for professionals who want to take ownership of data, and profitable digital marketing in the AI era. Next start: October 19, 2026. The course is in Swedish.