Scaling fashion ecommerce without sacrificing paid-media efficiency
Loom & Co. partnered with Ouroboros to scale ecommerce acquisition across performance creative, Meta Ads, Shopify CRO, retargeting and merchandising. Over 20 weeks, PKR 5.8M in media spend generated PKR 20.8M+ in attributed revenue while paid-media ROAS improved from 2.1× to 3.6× and Shopify conversion increased from 1.90% to 2.62%.
PKR 5.8M
PKR 20.8M+
3.6×
2.62%
The opportunity
Scale demand without making discounting the growth strategy
Loom already had a strong product and a clear brand identity. The challenge was making paid acquisition and the Shopify experience work as one growth system — through product-led creative, better traffic quality, clearer product pages, reduced purchase friction, structured retargeting and merchandising. Not simply more discounts.
Reasons to want the product before reasons to want the price.
Four problems in the old model
Creative was not being tested systematically
Winning product stories were not being found, extended and replaced on a cadence that could support scale.
Acquisition and product pages ran too independently
Paid traffic arrived at a Shopify experience that was not answering the same questions the ads had raised.
The product page needed to build confidence faster
Fit, detail, delivery and trust had to be obvious before a shopper reached the cart.
Retargeting and promotions needed structure
Fragmented remarketing and high promotional dependency were doing work the product should have done.
Performance creative
Build creative around why people want the product
Creative moved away from isolated product shots toward a structured system built around detail, styling, movement, social proof and product drops.
Product detail
Fabric, finish, craftsmanship and construction.
Styling
Complete looks, occasion and versatility.
Movement
Fit in real life, garment behavior, wearability.
Social proof
Customers, creators and real-world credibility.
Product drops
Newness, seasonal stories and launch momentum.
Hook. Format. Angle. Audience. Test.
Hook
Stop attention with a strong visual or product claim.
Format
Static, video, UGC or editorial — find the fit.
Product angle
Detail, fit, styling or occasion.
Audience
Intent, behavior and relevant lifestyle segments.
Test
Compare, refine and scale winners.
Acquisition
Creative and acquisition became one feedback loop
Meta acquisition gave the creative testing system enough volume to identify winning product angles and formats. Optimization was not simply chasing the cheapest clicks.
Creative hypothesis
Campaign test
Shopper behavior
Learning
Next iteration
Shopify CRO
A smoother path from paid click to purchase
Paid traffic could only scale efficiently if the product experience answered the questions customers had before purchasing.
1.90%→2.62%
+38%
+0.72 pp
Merchandising
Merchandising connected acquisition to a broader shopping journey
Product-led traffic needed a path beyond a single PDP. The store was structured so a click could continue into a collection, a related piece, the cart and later consideration.
Retargeting / lifecycle
Capture demand that did not convert on the first visit
Retargeting moved from fragmented activity toward a more consolidated structure. Lifecycle communication supported product consideration beyond the first session.
Performance
Stronger revenue efficiency across the system
Paid acquisition scaled while conversion efficiency improved — spend, attributed revenue and paid-media ROAS moved together.
PKR 5.8M
PKR 20.8M+
3.6×
2.1×→3.6×
+71%
1.90%→2.62%
+38%
Operating change, not a new set of KPIs
Ad hoc
Structured
Fragmented
Consolidated
High
Reduced
Why it worked
Creative, media and conversion stopped operating as separate problems
Loom’s growth did not come from one campaign or one product-page change. Performance improved because creative testing, paid acquisition, merchandising and Shopify CRO were treated as one connected system.
Better product storytelling created stronger intent. A clearer product experience converted more of that intent, while structured retargeting helped capture demand that did not convert on the first visit.
Key takeaway
Scale came from giving shoppers more reasons to want the product — not simply more reasons to buy on discount.
Product-led creative and a clearer Shopify experience improved both paid-media efficiency and conversion performance.
Connect creative, media and conversion.
Ouroboros connects performance creative, paid acquisition and conversion optimization into one measurable growth system.