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 signals that help them scale.

See how we work

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

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

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

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.

HOW WE WORK

Cut Waste.

Most businesses don't have a growth problem. They have a visibility problem. They don't know what creates value and what destroys it.

Cut Waste helps uncover both — the entry point into a broader operating model for signal-driven growth.

Book a Cut Waste review

Signal Stories

All stories →

Ideas 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.