Michal Baloun
About the author

Michal Baloun

Co-founder & COO · MirandaMedia, Margly.io & Discury.io

Michal has spent over a decade in e-commerce — running ad accounts, building shops, and watching where margins quietly leak. He co-founded Margly to give e-shop owners the profit clarity agencies rarely deliver.

Articles by this author

OperationsBoost E-commerce Sales: Fix Your Checkout ConversionWhy shoppers abandon carts and what to do about it — actionable checkout fixes backed by data from Baymard, Shopify, and Klaviyo.
July 6, 202613 min read
AI Search (GEO)Generative Engine Optimization (GEO): How E-commerce Stores Get Cited by AI SearchGenerative Engine Optimization (GEO) is how e-commerce stores get cited by AI search engines like ChatGPT and Google AI Overviews. Here are the strategies that move the needle.
July 4, 202615 min read
AI Search (GEO)GEO Strategy for E-commerce: How to Get Your Store Into AI Search ResultsGenerative Engine Optimization (GEO) is the practice of structuring your content and product data so AI search engines cite your store. Here is how e-shop operators do it in 2026.
July 4, 202614 min read
Hidden CostsThe Hidden Inventory Tax: Why Your Gifting ROI Is a MirageStop treating product seeding as 'free' marketing. Learn how 12% of your COGS leaks through unmanaged influencer gifting and how to build a profitable program.
June 5, 20268 min read
ReturnsThe Return-to-Restock Gap: Why Transit Time Kills MarginsEvery day a returned SKU spends in transit is a profit leak. Learn how the 12-day restock latency creates an 8% margin penalty for 7-figure Shopify stores.
June 4, 20267 min read
Unit EconomicsStop the SKU-Affinity Margin Tax: Fixing Bundle CannibalizationStop subsidizing your best customers. Learn how to calculate the true impact of bundling and prevent cannibalization from eating 19% of your net profit.
June 3, 20267 min read
Unit EconomicsThe SKU-Weighted CAC Trap: Stop Subsidizing Low-Margin WinnersLearn to calculate Profit-Weighted ROAS to stop scaling revenue that destroys cash flow. Identify which SKUs are silently bleeding your operating margin.
June 1, 20267 min read
Unit EconomicsThe Abandoned Cart Recovery Trap: Why Your Conversion Rate Is LyingStop training customers to wait for discounts. Learn why aggressive cart recovery flows destroy CLTV and how to optimize for margin, not just orders.
May 31, 20267 min read
OperationsThe Return-to-Inventory Latency Trap: Reclaiming Lost CapitalStop letting returns sit in limbo. Learn how to shrink your return-to-inventory cycle time and recover the 20-40% of margin currently leaking from your bottom line.
May 30, 20266 min read
Unit EconomicsWhy Your CAC-to-COGS Ratio Is Leaking Hidden ProfitStop evaluating CAC in a vacuum. Learn why acquiring customers for high-COGS SKUs is burning your cash and how to fix your real unit economics.
May 29, 20266 min read
Unit EconomicsThe SKU-Margin Decay Curve: Why Your Top Sellers Are DyingDon't let volume mask profit loss. Learn to map your SKU-margin decay curve to stop subsidizing 'best-sellers' that are secretly destroying your bottom line.
May 28, 20267 min read
OperationsThe Refund Processing Tax: Stop Treating CX as a Fixed Cost20-30% of your CX volume is wasted on pre-refund inquiries. Learn how to stop treating support as a fixed cost and reclaim lost margin today.
May 27, 20266 min read
ReturnsThe Loyalty Paradox: Why Free Returns Kill Repeat ProfitabilityStop subsidizing your losses. Discover why 15% of returns erase your repeat buyer profits and how to use CM3 to reclaim your margins.
May 26, 20268 min read
Unit EconomicsWhy Your 3:1 LTV:CAC Ratio Is Hiding a 40% Margin DeficitStop relying on vanity LTV:CAC ratios. Discover why your 'healthy' metrics are masking a 40% margin deficit and how to fix your unit economics.
May 25, 20266 min read
Unit EconomicsThe SKU Complexity Tax: Why Your Warehouse Labor Is BleedingStop subsidizing SKU sprawl. Learn how SKU complexity hides in your warehouse costs, inflates labor, and destroys net margins for 6-8 figure stores.
May 24, 20266 min read
Unit EconomicsThe SKU-Affinity Margin Tax: Why Your Cross-Sells Are Killing ProfitStop subsidizing underperforming SKUs. Learn how to identify 'Product Mix Drag' and reclaim the 18% of margin lost to cannibalizing cross-sell strategies.
May 23, 20267 min read
Unit EconomicsStop Feeding Returns: How to Kill 'Toxic' SKU Ad SpendStop scaling losers. Learn how to identify 'toxic' SKUs with high return rates that drain your contribution margin and ad budget.
May 22, 20269 min read
Unit EconomicsThe Free Shipping Threshold Trap: Why You're Losing 14% MarginOperators often set shipping thresholds based on AOV averages without accounting for the hidden margin drain. Learn the math to stop subsidizing customers.
May 21, 20267 min read
OperationsThe Profit Void: Why Your Ad Spend Is Funding StockoutsStop 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, 20269 min read
Unit EconomicsWhy 22% of Your Scaling Budget Subsidizes Low-Margin GeographiesStop scaling into profit-draining regions. Learn how to use CM3 to identify which international markets are actually eating your margins.
May 19, 20269 min read
Unit EconomicsThe Loyalty Paradox: Why You're Subsidizing Inevitable PurchasesStop 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, 202610 min read
Unit EconomicsThe Halo Effect: Why Your Paid Ads Are Cannibalizing OrganicStop overpaying for traffic you already own. Learn how to identify the hidden cannibalization between your paid ads and organic search performance.
May 17, 20269 min read
Unit EconomicsStop Subsidizing Your Heaviest SKUs: The Density DeficitStop 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, 202610 min read
Unit EconomicsThe Incrementality Trap: Why Your ROAS Is Lying to YouStop 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, 202610 min read
Unit EconomicsWhy 28% of High-AOV Orders Are Actually Net-LossesStop 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, 202610 min read
Unit EconomicsThe Pick-to-Profit Ratio: Why 22% of Your Orders Cost 3x MoreStop 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, 20268 min read
Unit EconomicsThe 15% Tax: Why 5% Overstock Is Silent Capital PoisonDiscover 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, 20269 min read
Margins & ProfitabilityThe GWP Trap: Why Your 'Free' Gift Costs 2.5x More Than You ThinkDon't let Gift With Purchase campaigns mask hidden fulfillment costs. Learn how picking labor, split shipments, and reverse logistics erode your margins.
May 11, 20268 min read
Unit EconomicsMargin Drift: Stopping the 12% COGS CreepStop '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, 202610 min read
Advertising & AttributionThe Attribution Gap: Why 35% of Your Ad Spend is Ghost DataStop 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, 202610 min read
Unit EconomicsThe Bundle Cannibalization Trap: Protect Your 22% MarginStop '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, 20269 min read
Unit EconomicsShipping Zones: Why Flat Rate is Killing Your Net MarginStop 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, 202610 min read
Unit EconomicsThe Math of Discounting: Why Your Sales Growth Is Killing ProfitStop 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, 202610 min read
Unit EconomicsThe CAC Payback Trap: Why Your First-Time Buyers Are Losing You MoneyDiscover 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, 202610 min read
Unit EconomicsThe Zombie Inventory Tax: How to Reclaim 25% of Your CapitalStop 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, 20268 min read
Unit EconomicsThe Return Rate Death Spiral: Why 15% of Customers Erase 40% of ProfitsLearn 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 4, 202611 min read
Unit EconomicsSKU-Level Profitability: Why 62% of Your Catalog Is Losing MoneyStop 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, 202610 min read
Hidden Costs9 Silent Profit Killers Siphoning Your Shopify MarginsStop leaking cash. Learn how hidden logistics, return processing, and faulty attribution models are eroding your 6-8 figure store’s net profitability.
April 30, 202610 min read
Margins & ProfitabilityRevenue 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, 20269 min read