Unit economics as a guide in e-commerce. Understand, identify, and act

Sustainable growth in e-commerce doesn’t happen by chance. It starts with a clear understanding of your customers and costs. To build this understanding, it’s useful to examine your business data at the customer level: to see which customers you help the most, which gain the least from your products or services, and what all of this actually costs. In this lecture, we will go step by step through three main stages: unit economics as a foundation for understanding profit growth, the “understand, identify, act” framework, and the habits of social media and Google usage in Latvia and worldwide. This lecture is designed for entrepreneurs and marketing practitioners who want to start making smarter, data-driven decisions rather than relying on intuition.