By
Michal Baloun
Co-founder & COO · MirandaMedia, Margly.io & Discury.io
Michal is co-founder and COO at Discury.io — customer intelligence built on real online conversations — and at Margly.io, which gives e-commerce operators profit visibility beyond top-line revenue.
Through MirandaMedia Group s.r.o. (Shoptet Premium Partner, Upgates Partner) he has spent the past several years helping Czech and Slovak e-shops turn community-research signal into decisions operators can actually act on.
More articles
Stop Feeding Returns: How to Kill 'Toxic' SKU Ad Spend
Stop scaling losers. Learn how to identify 'toxic' SKUs with high return rates that drain your contribution margin and ad budget.
May 22, 2026 · 9 min read
The Free Shipping Threshold Trap: Why You're Losing 14% Margin
Operators often set shipping thresholds based on AOV averages without accounting for the hidden margin drain. Learn the math to stop subsidizing customers.
May 21, 2026 · 7 min read
The Profit Void: Why Your Ad Spend Is Funding Stockouts
Stop lighting money on fire. Learn how to bridge the gap between marketing spend and inventory lead times to prevent 'Profit Voids' in your store.
May 20, 2026 · 9 min read
Why 22% of Your Scaling Budget Subsidizes Low-Margin Geographies
Stop scaling into profit-draining regions. Learn how to use CM3 to identify which international markets are actually eating your margins.
May 19, 2026 · 9 min read
The Loyalty Paradox: Why You're Subsidizing Inevitable Purchases
Stop gifting 10-15% margins to customers who would have bought anyway. Learn to identify and stop the 'Retention Tax' draining your 7-figure bottom line.
May 18, 2026 · 10 min read
The Halo Effect: Why Your Paid Ads Are Cannibalizing Organic
Stop overpaying for traffic you already own. Learn how to identify the hidden cannibalization between your paid ads and organic search performance.
May 17, 2026 · 9 min read
Stop Subsidizing Your Heaviest SKUs: The Density Deficit
Stop letting bulky, low-density SKUs eat your margins. Learn how to identify 'density deficit' products and fix your unit economics with DIM weight tactics.
May 16, 2026 · 10 min read
The Incrementality Trap: Why Your ROAS Is Lying to You
Stop subsidizing organic sales with paid ads. Learn how to identify non-incremental spend and reclaim the 30% of your budget currently fueling ad waste.
May 15, 2026 · 10 min read
Why 28% of High-AOV Orders Are Actually Net-Losses
Stop chasing AOV blindly. Learn how hidden picking density and heavy-weight SKU pairings create a profit illusion that bleeds your bottom line dry.
May 14, 2026 · 10 min read
The Pick-to-Profit Ratio: Why 22% of Your Orders Cost 3x More
Stop obsessing over shipping rates. Learn why SKU dimensions and pick-to-profit ratios are the real culprits draining 3x more margin than your shipping carrier.
May 13, 2026 · 8 min read
The 15% Tax: Why 5% Overstock Is Silent Capital Poison
Discover how a mere 5% overstock in low-velocity SKUs inflates your capital costs by 15%. Master the hidden math of inventory drag for 7-figure success.
May 12, 2026 · 9 min read
The GWP Trap: Why Your 'Free' Gift Costs 2.5x More Than You Think
Don't let Gift With Purchase campaigns mask hidden fulfillment costs. Learn how picking labor, split shipments, and reverse logistics erode your margins.
May 11, 2026 · 8 min read
Margin Drift: Stopping the 12% COGS Creep
Stop 'Supplier Cost Drift' from silently eroding your CM2. Learn how to identify, track, and neutralize rising procurement costs before they hit your bottom line.
May 10, 2026 · 10 min read
The Attribution Gap: Why 35% of Your Ad Spend is Ghost Data
Stop optimizing for vanity metrics. Learn why Meta and Google inflate ROAS by 35%+ and how to reconnect your ad spend to actual, return-adjusted profit.
May 9, 2026 · 10 min read
The Bundle Cannibalization Trap: Protect Your 22% Margin
Stop 'Buy More, Save More' from bleeding your profits. Learn how to identify bundle cannibalization and rebuild your AOV strategy for true net growth.
May 8, 2026 · 9 min read
Shipping Zones: Why Flat Rate is Killing Your Net Margin
Stop losing 18% of margin to shipping inefficiencies. Learn why flat-rate shipping is a financial illusion and how to optimize for zone-based profitability.
May 7, 2026 · 10 min read
The Math of Discounting: Why Your Sales Growth Is Killing Profit
Stop trading margin for vanity revenue. Learn the break-even math of discounting and how to protect your contribution margin from aggressive flash sales.
May 6, 2026 · 10 min read
The CAC Payback Trap: Why Your First-Time Buyers Are Losing You Money
Discover why 45% of first-time customers result in a net loss after 6 months. Learn to identify high-LTV SKUs and stop the cycle of unprofitable acquisition.
May 5, 2026 · 10 min read
The Zombie Inventory Tax: How to Reclaim 25% of Your Capital
Stop bleeding margin on stagnant stock. Learn why 90+ day inventory carries a hidden 25% tax and how to systematically purge 'zombie' capital from your store.
May 4, 2026 · 8 min read
The Return Rate Death Spiral: Why 15% of Customers Erase 40% of Profits
Learn how serial returners and toxic SKUs destroy your CM3. Discover the math behind the gross profit illusion and how to stop the margin drain.
May 3, 2026 · 11 min read
SKU-Level Profitability: Why 62% of Your Catalog Is Losing Money
Stop chasing revenue blindly. Discover why 62% of SKUs are currently unprofitable and learn the financial framework to prune your catalog for maximum EBITDA.
May 3, 2026 · 10 min read
9 Silent Profit Killers Siphoning Your Shopify Margins
Stop leaking cash. Learn how hidden logistics, return processing, and faulty attribution models are eroding your 6-8 figure store’s net profitability.
April 30, 2026 · 10 min read
Revenue is a marketing number. This is the truth about your margin.
Median e-commerce margin is 3 %, 62 % of SKUs lose money, real CAC tends to be 30–60 % higher than what Meta shows. How to find your real number.
April 28, 2026 · 9 min read