Running a webshop above 50m DKK a year? Make more profit from what you already sell.
Imagine every team starting the day knowing where to earn more profit.
This isn't for you if you sell under 50m DKK a year or every product earns about the same.
Some of your bestsellers are losing you money. The P&L will never tell you which.
| Style | Sold | Back | Expected contribution profit | |
|---|---|---|---|---|
| Wool coat, camel | 412 | 18% | 96.000 DKK | |
| Linen shirt | 1.240 | 9% | 71.000 DKK | |
| Knit vest | 610 | 22% | 38.000 DKK | |
| Slip dress, black | 980 | 46% | 12.000 DKK | |
| Wide trousers | 530 | 51% | −8.000 DKK |
Use what each style earned to decide what your merchandiser orders next.
The total hides the problem
Your accounts show the company's result, but don't tell you where to change what you're doing.
Costs arrive elsewhere
Freight bills and ad costs sit outside Shopify, so a sales report can't tell you what you keep.
Decide while it matters
With expected returns included from the sale, you can act before the month's books close.
Help your team make more profit.
- Through Meta7.340.000 DKKIt counts sales after an ad click or view, including orders later returned
- Through the Shopify connector9.170.000 DKKIt counts orders placed, excluding VAT, before returns
- Through the accounts6.420.000 DKKIt reads invoiced sales after returns, a month late
- Through your metrics book6.420.000 DKKIt uses one written definition, with every difference explained
Your weekly meeting shouldn't begin with an argument about the numbers.
When finance and marketing disagree, you're left deciding whose report to trust. We agree what each number means and who owns it, and I keep that written down in your metrics book. I connect the systems you already use so your team can ask its own questions through AI and take the answers into the meeting.
I keep the definitions current and check that the numbers still agree as your business changes. You can follow up on a decision without asking someone to explain the figures again. At Stylepit and Miinto, I rebuilt the numbers so people across the company could agree on them. Hundreds of people at Miinto use those numbers every day.
Numbers You Can Bet the Business On20.000 DKK a month, from the day it's live. Live by week 4.
| Country | Sold | Back | Expected contribution profit | |
|---|---|---|---|---|
| Denmark | 410 | 38% | 14.000 DKK | |
| Sweden | 290 | 48% | 4.000 DKK | |
| Norway | 160 | 52% | −3.000 DKK | |
| Germany | 120 | 58% | −3.000 DKK |
Germany's higher return rate leaves less to cover the cost of each sale.
Sales are growing. Profit should follow.
You're already planning the next campaign when the accounts show that the last one earned less than you thought. I give each order its expected contribution profit from the day it sells, accounting for expected returns, cost of goods, freight and duty, payment fees and ads. Meta and Google bid on what each order earns after costs and expected returns, before ad spend, and automatically pull back from losing campaigns.
Each month, I check those estimates against the books and follow up on the differences. We use what we learn to decide what to change next. At Miinto, my team and I built expected contribution profit into the company's decisions, adding millions in gross profit.
Steer by Profit, Not Sales35.000 DKK a month, from the day it's live. Live by week 6.
You pay 55.000 DKK a month once both parts are live.
The tools your team keeps wishing it had.
#tools
Tools helperTuesday 09.14
Customer service needs a returns tool the whole team can use.
- Asked which returns to cover, who handles them and what this should replace.
- Added to your list. Martin answers by Thursday.
The helper knows your tools, so it only asks what's missing.
Give your ideas someone who can build them.
Your team has ideas for tools that would make work easier. But who can build them so the whole company can use them? With Tools, you choose how each one gets built. Build with me beside you, let me finish, or leave the whole tool to me. Hosting and upkeep are part of the price. Every part of Miinto now uses tools I've helped build over the last six months.
Tools as a Service45.000 DKK a month. Pause or cancel anytime.
| Product | Left | Sat for | Costs a month | |
|---|---|---|---|---|
| Wool coat, camel | 340 | 11 months | −4.500 DKK | |
| Cargo trousers, spring's hit | 880 | 7 months | −5.200 DKK | |
| Chelsea boot, tan suede | 310 | 10 months | −2.600 DKK | |
| Puffer vest, lilac | 260 | 13 months | −1.400 DKK |
Kept a year, slow stock costs about a quarter of what you paid for it, most of that the cash it holds.
Old stock can help pay for the next collection.
You're ready to order the next collection, but cash is still tied up in the last one. Each week, you and your merchandiser get the stock that needs a decision, with a view of what is likely to sell again. You can compare what clearing it now would earn with keeping it for another season.
We agree the rules for markdowns so your team can act without bringing every price change back to you. How to sell the stock stays your decision. At The Vintage Bar, I built a way to track how fast our own items sold and used it to plan campaigns.
Dead Stock to CashOne of the tools you can ask for in Tools as a Service.
Matched by the order number on the return and the chat, and by the product the review names.
Catch fit problems before more customers send their orders back.
Customer service has spotted a fit problem, but the next production run is too far away to help today's customers. I use the feedback you already receive to show which problems need attention and what they cost you. You can catch a fit problem in the week it starts and correct the size guide while you plan the product fix.
Complaints Into FixesOne of the tools you can ask for in Tools as a Service.
| Country | Ad spend | What the last 100.000 DKK earned | |
|---|---|---|---|
| Sweden | 200.000 DKK | 55.000 DKK | |
| Norway | 150.000 DKK | 27.000 DKK | |
| Denmark | 400.000 DKK | 7.000 DKK | |
| Germany | 350.000 DKK | −18.000 DKK |
Expected contribution profit from each country's last 100.000 DKK of ads, once those ads are paid for.
Your ad budget could earn more without getting bigger.
You're setting next season's ad budget as a share of sales in each country. Germany gets too much because it sells a lot, even though so much comes back. Sweden could take more. With Profit already in place, I work out how much to spend in each country and what that would earn in expected contribution profit.
Your admin and your own AI show each country's best budget. Both show what a change would earn. Your team or agency makes the changes. I set ad spend targets across Miinto's markets this way.
Ads That Chase ProfitOne of the tools you can ask for in Tools as a Service.
Not happy after the first week? Get 75% back, no questions asked.
Pay when it's live. Keep everything if you leave.
Pay When It's Live
We agree what live means before starting. If a part misses its deadline, you never pay for it.
Leave With Everything
The whole setup runs in your company's name. You keep the data and code, with the instructions to keep using them.
One or two new clients at a time
I start one or two new clients at a time. The next start opens when those are live.
I'll work directly with you to make your webshop more profitable.
I'm Martin Brummerstedt, and Enum Studio is my data studio in Copenhagen.
My work took me from Stylepit to The Vintage Bar and then Miinto. I started Enum Studio in August 2026 to help owners who have grown a webshop people love turn it into a highly profitable company.
You know your products and customers better than I do. I begin by learning how your business works, then help you decide where to improve it and carry those changes through with your team.
Tell me which number you'd want first.
Write a few lines about the business and what you can't answer today. I'll reply myself, and if it's a fit we book a call.
Ordered my usual size and they are far too tight at the waist.
Return reasonHigh-waist leggingsSwedenLove the fabric, but I had to send them back. Size up!
TrustpilotHigh-waist leggingsDenmarkDo the leggings run small? I'm between M and L.
Support chatHigh-waist leggingsNorway