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.

We start with what matters. Products, margin, and demand. Then we build the system around.

See how we work

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

The situation

Most ecommerce companies already run

traffic, campaigns, dashboards, reporting, and AI tools. A full stack of performance machinery 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 are quietly leaking

The shift

Performance looks efficient.
The business doesn’t.

If this resonates, we should talk

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.

What we do

Cut Waste.

Our strategic review of what actually drives profitable growth.

We identify where revenue, margin and demand become disconnected, and what should scale instead.

Book a Cut Waste review

Signal Stories

All stories →

Courses & Workshops

Untangle Collective & Berghs School of Communication: Performance Marketing

An intensive 8-week remote course for professionals who want to take ownership of growth, data, and profitable digital marketing. Next start: April 20, 2026.