What is the E-commerce Vertical?

The e-commerce vertical sells physical goods via online stores, marketplaces, and social commerce. Models: CPS (% of sale), COD, CPA per confirmed order.

Channels

TikTok Shop, Facebook catalogs, native product cards. Dropshipping and D2C brands. Fewer grey tactics than nutra; more competition on ROAS.

Operations

Shipping, returns, chargebacks. COD approval after delivery. Trackers tie ad spend to orders via pixel or S2S.

Metrics

AOV, ROAS, margin after logistics. Creatives: product demos and UGC.

See also: Amazon Ads, average order value, CPS, conversion.