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BFCM Sales Were Up, So Why Did Profits Go Backwards for Aussie Brands?

Black Friday Cyber Monday looked like a win for Australian eCommerce.

Traffic was higher, orders increased, and sales days hit record levels.

But when the dust settled, many brands realised something uncomfortable. Profits did not follow revenue.

In this episode of eCommerce Australia, Ryan Martin is joined by Kat Ramos, Senior Growth Executive at Profit Peak, to unpack exclusive Australian BFCM data from Profit Peak’s newly released BFCM 2025 Playbook, and why so many brands sold more but kept less.

This is a must-listen for Shopify store owners planning for BFCM 2026 and beyond.

Kat breaks down the key findings from thousands of Australian orders, including:

• 📈 300% uplift in daily net sales, Aussies were ready to spend
  

• 🧲 426% increase in new customers, acquisition was aggressive
  

• 🔻 16% drop in contribution margin, discounts and ad spend took their toll
  

• 💸 New customers cost significantly more to acquire than returning ones
  

• ⚠️ Many brands celebrated revenue before seeing their credit card bills
  

The result was busy stores, stressed cash flow, and thinner margins.

This episode goes beyond post-mortems and into what winning brands did differently, including:

• Why blanket site-wide discounts hurt more than they help
  

• How to discount C and D stock without damaging your brand
  

• Using bundles, mystery gifts, and AOV levers instead of deeper discounts
  

• Why contribution margin beats ROAS as your North Star metric
  

• How AI-driven product discovery delivered up to 350% higher contribution profit per session
  

The conversation also dives into how customer behaviour is shifting fast:

• TikTok as the top product discovery channel for Aussie shoppers
  

• Google still dominating first-click acquisition
  

• Email and direct traffic closing the sale
  

• Early signals that AI-powered discovery will play a major role by 2026
  

If your Shopify store relies heavily on Meta and Google alone, this episode will challenge your channel mix.

If you are:

• Planning BFCM 2026
  

• Feeling margin pressure despite growing revenue
  

• Discounting without a clear profit model
  

• Struggling to connect ads, inventory, and product performance
  

This episode will help you rethink how to grow profit-first, not just top-line.

Kat Ramos is Senior Growth Executive at Profit Peak, helping Australian eCommerce brands connect product data, ad performance, and profitability so every team works toward the same margin goal.

Revenue is vanity. Profit is strategy. And BFCM rewards the brands who prepare months in advance.

🚨 What Aussie Brands Got Wrong This BFCM🧠 The Smarter BFCM Strategy That Actually Protects Profit🤖 AI, TikTok, and the New Aussie Shopping Journey📊 Why This Matters for Shopify Store Owners👥 About the Guest🔑 Key Takeaway

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Best of series - The best advice delivered straight to you, without the general chit chat!

Join Ryan Martin on the eCommerce Australia Podcast as we revisit some of the best, most replayed and asked for podcasts.

This episode with Dave Levett from Murmur delivered some absolute gold, and will get you thinking about your strategy and plan coming into a massive 2026!

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Contact ChannelWiz Here

What if you could scale your eCommerce brand to $50M+ in sales without spending a cent on Google Ads?

In this episode, we sit down with Doron Kushlin, founder of KG Group and ChannelWiz, to unpack one of the most incredible Australian eComm journeys you’ve never heard.

From washing dishes in Perth to becoming one of the top marketplace sellers in the country, Doron breaks down exactly how he built a business that now moves 2,000+ orders a day purely through marketplace channels.

If you’re still sinking budget into Meta and Google, but ignoring the power of Amazon, eBay, Kmart, Catch (RIP), and others… this is your wake-up call.

• How Doron built a $50M+ business without traditional digital ads

• Why ChannelWiz is helping brands like Puma crush it on marketplaces

• The exact turning point when eBay unlocked their first major growth wave

• How to list products “the right way” on Big W, Kmart, Amazon & more

• Why bundling, relevance, and marketplace-specific content are key

• Doron’s unfiltered thoughts on working with retailers (including getting banned!)

• What most founders get completely wrong about multichannel selling

• The future of Australian marketplaces and why the big shift is already here

• eCommerce founders stuck in the Meta/Google ad treadmill

• Brands wanting to scale fast without increasing CAC

• Anyone exploring tools like ChannelWiz to unlock multi-channel distribution

Doron shares how ChannelWiz went from internal ops software to a growing powerhouse used by 70+ brands, and why they say yes to the right clients, and no to the wrong ones.