But first, DTC Live London is just under a month away and the countdown is on!
On Thursday 16th October, from 9:00 AM till 5:00 PM, we will be at The Fable, London, as we return for a full day of founder stories, fireside chats, panel talks and networking with the people shaping the future of e-commerce.
The full line-up is taking shape and you can find out who'll be speaking and sign up for tickets right here!
Annual planning is one of those things we all know we should do, but when Q4 hits, the urgent usually wins over the important.
That’s why we built the DTC Live Learning Labs, to give you time, space, and structure to actually plan properly for the year ahead.
At DTC Live, of course, we love a conference, but if you’re looking for something more hands-on and interactive, this workshop is build for you.
They’re focused, collaborative workshops designed so you leave with something concrete…
We keep the groups intentionally small so the sessions stay honest and practical, everyone has the chance to share, problem-solve, and benchmark against what’s really working in DTC right now.
🗓️ London: 9th October at Menier Lounge
🗓️ Manchester: 22nd October at Huckletree Ancoats
Both sessions run from 9:00am–3:30pm and include coffee, lunch, and plenty of time for networking in between.
If your brand has big ambitions for 2026, don’t leave it to chance.
Join us in October and build a plan that actually sticks.
Every eCommerce brand faces the same question sooner or later.
Should we spend more on getting new customers, or on keeping the ones we already have?
On one hand, customer acquisition is the fuel that powers growth.
It’s about reach, visibility, and pulling fresh people into your funnel. Without it, your pipeline dries up.
But acquisition is expensive, it can cost up to five times more to acquire a customer than to retain one. And first-time buyers usually convert at just 5–20%.
On the other hand, retention is where profits compound. Returning customers already trust you, and they convert at 60–70%.
They’re also more likely to try new products, join your subscription program, and advocate for your brand. Bain & Company even found that increasing retention by just 5% can lift profits by 25–95%.
So, which deserves more focus? The answer: it depends on your stage. If you’re in the early days, you’ll naturally need to prioritise acquisition to build a customer base.
But once you’ve established traction, the smartest brands begin shifting their budgets toward retention. Why? Because that’s where margins expand, CAC payback periods shrink, and growth becomes sustainable rather than chaotic.
The real unlock is balance. Acquisition fuels awareness and keeps your funnel alive, while retention maximises lifetime value and ensures you’re not constantly starting from zero each month.
In practice, this might look like splitting your resources, say, 60/40 acquisition to retention as a younger brand, then flipping that ratio as you mature.
If your ads are getting more expensive and your customer base is already sizeable, now might be the time to double down on retention strategies like loyalty programs, personalised emails, and subscription offers.
If you’re just starting out, focus on acquisition but don’t wait too long to build the systems that will keep customers coming back.
Growth isn’t about choosing one over the other. It’s about knowing when to turn the dial.
Book your call with our CRO expert now to find out more.
