Scaling a Shopify apparel brand into a six-figure e-commerce engine

The brief

Digifon is a Nigerian custom-apparel brand on Shopify with strong product-market fit but inconsistent traffic and no scalable acquisition system. I was hired to build the traffic engine, tracking infrastructure, and scaling framework end-to-end.

Infrastructure & tracking

Before spending on media, I rebuilt the measurement layer so every dollar could be attributed and optimized against.

• ◆Shopify events wired to Google Analytics, Meta Pixel and TikTok Pixel
• ◆Google Tag, Merchant Center and Meta Commerce catalog integration
• ◆Server-side purchase attribution for accurate ROAS
• ◆Retargeting audiences seeded across all three platforms

Full-funnel acquisition

A three-stage funnel across Meta, Google and TikTok, each stage running against a distinct audience and creative angle.

• ◆TOFU: fashion, streetwear and lookalike audiences with UGC and lifestyle video
• ◆MOFU: website visitors, engagers and video viewers with product-benefit creatives
• ◆BOFU: dynamic product ads, cart abandonment and product-view retargeting

Scaling framework

• ◆Budget increases of 20–30% every 3–5 days on winning ad sets
• ◆4–5 creatives tested per ad set, underperformers paused within 72 hours
• ◆Concentration of spend on high-intent lookalike segments