Ecommerce agency in Oklahoma
Ecommerce in 2026 isn't a channel — it's an orchestrated stack of channels. We run all of them together with one shared view of unit economics.
What modern ecommerce actually means
Ecommerce as a discipline traces to Amazon's 1995 launch and eBay's 1995 founding, matured with Shopify's 2006 founding and 2015 IPO, accelerated dramatically through COVID, and entered a multi-channel-multi-marketplace era from 2022 onward. US ecommerce reached 16% of total retail by 2024 and is projected to reach 22% by 2028. The category has fragmented from single-channel commerce (just Amazon, or just DTC) to multi-channel as the dominant operating model: brands now typically sell DTC.com, Amazon, Walmart, TikTok Shop, Instagram Shop, Faire (for wholesale), and physical retail simultaneously. Shopify and BigCommerce have built increasingly integrated channels-as-a-service so a single product feed can power DTC + Amazon + TikTok Shop + Google Shopping + Meta Catalog from one data source.
In brief: a Oklahoma business working with RGM on Ecommerce gets a remote-first team, a clear thesis, hands-on work, and reporting that credits the real cause of any lift.
Where ecommerce sits in modern commerce strategy
FIG. 01 — Multi-channel ecommerce stack
Modern ecommerce sits across every consumer-purchase channel that ships products: DTC.com (brand-owned experience), Amazon (search-led marketplace), Walmart.com (the fastest-growing marketplace 2022-2026), TikTok Shop (the social-commerce category leader), Instagram Shop, Google Shopping, Pinterest Shopping, Faire (for B2B wholesale), and physical retail. The competitive advantage of running ecommerce as a multi-channel discipline is that the same product feed, same brand voice, and same lifecycle program span all of them with channel-specific optimization at the edges. The mistake we routinely see is operating each channel as a silo — separate teams, separate creative, separate inventory pools.
How modern ecommerce mechanically works across channels
The core mechanics: a master product feed (managed in Shopify or BigCommerce or a PIM); channel-specific transformations of that feed for Google Merchant Center, Meta Catalog, Amazon, TikTok Shop, Walmart Marketplace, and others; inventory management synchronized across channels (typically via a 3PL with ATP — available-to-promise — visibility); paid acquisition orchestrated across DTC paid social, paid search, Amazon Ads, and TikTok Shop; lifecycle CRM tied to first-party data from all channels; and attribution + financial reporting that consolidates across channels into a single contribution-margin-per-customer view.
Channel orchestration and the modern ecommerce paid stack
FIG. 02 — Ecommerce orchestration signal flow
The modern paid stack for multi-channel ecommerce: Meta Advantage+ Shopping and TikTok Smart+ Catalog for DTC + TikTok Shop demand; Google Performance Max + Shopping for cross-channel intent capture; Amazon Sponsored Products + DSP for Amazon revenue; Walmart Connect for Walmart.com; Pinterest Shopping for aspirational-category demand; Microsoft Ads for cross-platform reach. Each channel's bidding signal is fed by clean first-party conversion data and customer-LTV signals from the warehouse.
RGM Experts Say
The biggest ecommerce mistake we see in 2026 is running channels as accounting silos. The brand has a DTC team, an Amazon team, a TikTok Shop team — each with its own ROAS target, each optimizing locally. The local optimizations destroy global ROI: DTC starves out the brand search that Amazon depends on; Amazon Sponsored Products cannibalizes the brand search DTC pays for; TikTok Shop steals DTC site traffic to the cheaper-fee Shop equivalent. We unify into one cross-channel view of contribution margin per customer and let the channel mix flow from that. The unification is organizational as much as analytical.
Ecommerce market data and consumer behavior
US ecommerce reached approximately $1.1T in 2024 and is growing 7-10% annually. Amazon's share of US ecommerce is 38%, Walmart.com 7%, eBay 4%, all other marketplaces and DTC sites split the remaining 51%. Mobile commerce is 65%+ of total ecommerce. Social commerce reached approximately $80B in 2024 and is growing 25-35% annually with TikTok Shop the largest single player. The average US consumer made 26 ecommerce purchases per year in 2024. Average AOV varies wildly by category — beauty $50-$80, fashion $80-$140, home goods $100-$250, electronics $150-$500.
Performance benchmarks by vertical
FIG. 03 — Ecommerce channel mix by share (US %)
Typical 2026 benchmarks for multi-channel ecommerce brands: Amazon contributes 25-40% of revenue, DTC.com 35-55%, retail 10-25%, TikTok Shop 3-10% (rising fast in select categories), Walmart.com 2-8%. Healthy brand-level metrics: blended contribution margin 30-50% post-shipping, blended CAC payback 6-10 months, repeat purchase rate 25-40% within 180 days, subscription rate 15-35% for consumable categories.
Top-performing verticals
Multi-channel ecommerce performs strongly across: beauty, fashion, food and beverage, home goods, electronics, supplements, pet, baby, fitness and wellness, books and media. Categories that lean heavily DTC (60%+ of revenue): luxury beauty, performance fitness, premium food. Categories that lean heavily Amazon (50%+): basic CPG, supplements, electronics accessories. Categories that lean heavily retail: most large appliances, automotive, and high-touch durable goods.
The components of multi-channel ecommerce
FIG. 04 — Multi-channel ecommerce operating system
Components of a serious multi-channel ecommerce operation: Shopify or BigCommerce as the central commerce engine; PIM for product master data; 3PL with multi-channel inventory visibility; channel-specific paid acquisition (Meta + TikTok + Google for DTC; Sponsored Products + DSP for Amazon; Walmart Connect for Walmart; TikTok Shop ads for TikTok Shop; etc.); lifecycle CRM tied to first-party data from all channels; unified attribution and CFO-grade unit economics reporting; quarterly geo-incrementality testing across channels.
Multi-channel ecommerce programs that defined the playbook
Notable multi-channel ecommerce programs: Stanley's 2023-2024 explosive growth across DTC + Amazon + retail demonstrates the modern multi-channel demand-capture pattern. Liquid Death's integration of TikTok demand creation + Amazon revenue + retail distribution + DTC brand defines the omni-channel CPG playbook. Olipop's integration of DTC + Amazon + retail with Subscribe & Save penetration defines functional-beverage commerce. Magic Spoon's subscription DTC plus retail expansion demonstrates the subscription-first to retail pattern. Allbirds's 2014-2020 DTC-only model and 2021-2024 multi-channel pivot demonstrates both the upside and necessity of multi-channel evolution.
Our process
Days 1-30: full multi-channel ecommerce audit covering channel contribution mix, unit economics by channel, inventory health by channel, paid acquisition coverage, lifecycle and subscription penetration, attribution infrastructure. Days 31-90: build unified attribution view, rebuild paid acquisition across channels, deploy missing lifecycle flows, install subscription where applicable, run first cross-channel halo analysis. Days 91-180: scale validated channels, expand to under-served channels (often Walmart, TikTok Shop, or international Amazon), run quarterly incrementality tests, monthly contribution-margin reviews.
Funnel design and behavioral triggers
Funnel architecture: paid social and TikTok organic for demand creation; paid search and Amazon search for demand capture; DTC.com or Amazon PDP for conversion based on consumer preference; lifecycle CRM for retention across channels; retail for trial and impulse. The orchestration logic: each channel plays its part, none of them carries the full funnel alone.
Creative and execution moves that lift performance
- Unify cross-channel reporting before optimizing any single channel. Local optimization destroys global ROI in multi-channel.
- Run the same brand creative across DTC and Amazon to compound brand recognition.
- Subscribe & Save on Amazon for consumables — typically 15-35% of category volume.
- TikTok Shop is a high-growth low-fee channel for select categories — beauty, fashion, food. Test before scaling.
- International Amazon expansion is the highest-marginal-ROI move for established US Amazon brands. Start year 1.
- Wholesale via Faire fills the retail-trial gap that DTC can't economically serve.
RGM Experts Say
Most multi-channel ecommerce brands run their finance and their marketing on different views of revenue. Finance counts revenue by channel; marketing counts attribution by campaign. Neither view is complete. We rebuild reporting around contribution margin per customer regardless of acquisition channel — what did this customer cost to acquire, what did they buy across all channels in 12 months, what's the contribution margin per customer over the cohort. That view drives smarter cross-channel decisions than either of the legacy views.
When we scale a campaign
We scale a channel when: incremental contribution per dollar exceeds blended, holdout testing confirms incremental lift, inventory and operational capacity can support, and the channel has demonstrated multi-quarter consistency. Scale by 20-30% per cycle.
When we kill a campaign
We deprioritize a channel when: incremental contribution per dollar falls below blended for 90+ days, operational complexity outweighs revenue contribution, or inventory constraints make scaling impossible.
Tracking, data feeds, and tools
Tracking stack: Shopify or BigCommerce as commerce source of truth, server-side GTM, conversion APIs across all paid platforms, Amazon Marketing Cloud for Amazon attribution, Triple Whale or Northbeam for DTC attribution, BigQuery for cross-channel warehouse-level reporting, Recast or in-house MMM for upper-funnel.
Tools we run: Shopify or BigCommerce, Klaviyo, Gorgias, ReCharge, Aftership for shipping comms, Yotpo or Okendo for reviews, Triple Whale or Northbeam, Amazon Marketing Cloud, custom Looker dashboards for cross-channel contribution margin.
The KPIs that drive ad-ops decisions
Daily: spend pacing across channels, channel-level CAC and ROAS, inventory health, EMQ across paid platforms. Weekly: creative refresh cadence, lifecycle flow performance, channel-mix contribution review. Monthly: contribution margin by channel and cohort, cross-channel halo analysis.
The KPIs we report to clients
Total ecommerce revenue across channels, contribution margin per acquired customer, channel-mix economics, LTV/CAC by acquisition channel, repeat purchase rate by cohort, subscription / Subscribe & Save penetration where applicable.
RGM Experts Say
The brands compounding in multi-channel ecommerce in 2026 are the ones treating channels as a portfolio with shared customer data, shared brand voice, and shared lifecycle program. The brands losing are the ones treating channels as separate businesses with separate teams and separate KPIs. The org chart often blocks the strategy more than the technology does. Build the unified data layer first, then organize the team around it.
How we work with Oklahoma businesses
We work with businesses headquartered in Oklahoma and across Oklahoma City, Tulsa and across the state. The engagement model is consistent regardless of geography — strategy, execution, measurement, and operating discipline applied to whichever channels and tools fit your business. Oklahoma brands choose us because we bring the depth that compounds. Coffee is on us if you happen to be local; everything else is remote, asynchronous, and built to ship.
The work we do for Oklahoma clients is the same work we do everywhere else — multi-channel ecommerce strategy across DTC, Amazon, social commerce, retail, and international, plus unified attribution, cross-channel paid orchestration, and the unit-economics discipline that turns ecommerce into a compounding business. Learn more about our take on ecommerce and how it fits a modern growth and performance marketing stack.
Apply for an engagement
We take a small number of clients each year. If our approach feels aligned, apply for an engagement.
Frequently asked questions
Does RGM take on clients located in Oklahoma?
Yes. Whether a client sits in Oklahoma or elsewhere, the Ecommerce engagement looks identical: defined goals, instrumented channels, and a candid read on what is and is not working.
Is there an RGM office located in Oklahoma?
RGM does not operate a Oklahoma location. The agency is remote-first by design, so a Oklahoma client is served by the same practitioners who handle accounts across the country.
How does RGM approach Ecommerce for a client?
Diagnosis first, then a plan, then execution. RGM instruments the account, runs the work hands-on, and closes the loop with measurement that names the real driver of any result.
What is the first step to hiring RGM from Oklahoma?
Apply through the engagement form. RGM keeps its client roster small, and every engagement opens with a short, honest scoping conversation.