TRAYO UAE: Multi-Channel E-commerce Growth

The Business Challenge

TRAYO was operating across its own ecommerce store and major UAE marketplaces, but growth depended on connecting brand identity, campaign creative, paid acquisition, product merchandising and measurement. The strategic challenge was to generate qualified traffic, improve product discovery and turn campaign data into practical commercial decisions.

My Contribution

• Developed the visual and campaign direction for beauty, fashion and lifestyle products.
• Structured prospecting, engagement and retargeting activity across Meta.
• Connected creative decisions with Shopify, GA4 and GTM performance insights.
• Managed ecommerce content and customer journeys across web and marketplace touchpoints.
• Supported product visibility and sales development on Amazon UAE and Noon.
• Reviewed funnel drop-off, channel quality and conversion barriers to guide optimisation priorities.

90-Day Ecommerce Performance

GA4 showed strong year-on-year momentum in active users, purchase activity and recorded ecommerce revenue. The data also exposed where traffic and checkout behaviour needed further optimisation.

Shopify Marketing Performance

During the reported 30-day period, Shopify recorded AED 6,951.55 in total store sales, with AED 4,993.95 attributed to marketing. Facebook generated 20 orders worth AED 3,357.90 at a 2.68% conversion rate, while Instagram generated 18 orders worth AED 1,477.05 at a 3.12% conversion rate.

Meta Ads: Prospecting and Retargeting

The account combined acquisition, engagement, video-view and retargeting campaigns. A core Advantage+ Shopping prospecting campaign generated 88 website purchases from AED 4,086.59 spend at AED 46.44 per purchase, reaching 23,484 people and delivering 63,834 impressions during the selected reporting range.

Performance was uneven across product lines. The fashion sales campaign produced only two purchases at AED 335.26 per purchase, demonstrating that creative quality alone could not compensate for weak offer-market fit. This informed the decision to prioritise proven beauty products while continuing controlled fashion testing.

Google Ads and Product Discovery

Across the displayed all-time reporting period, Google Ads delivered 112K impressions and 5.69K clicks at an average CPC of AED 0.15 from AED 856 spend. The primary campaign recorded a 5.30% click-through rate. Merchant Center contained approximately 1.07K approved products with no disapprovals shown.

Measurement limitation: conversion tracking was inactive in the Google Ads account during the review. Therefore, revenue and ROAS cannot be credibly attributed to Google Ads from this dataset. Repairing conversion tracking is a priority before scaling spend.

Marketplace Expansion

Amazon UAE

Amazon recorded AED 8,852.99 in ordered product sales across the displayed six-month period, with 118 units ordered and a 7.8% conversion rate. The operation combined seller-fulfilled and Fulfilled by Amazon orders. The advertising panel showed a recent seven-day ROAS of 1.6, indicating that sponsored-product efficiency still required optimisation.

Noon

Noon generated 35,374 product impressions, 976 glance views, 165 add-to-carts and 19 purchases during the displayed reporting period. Funnel metrics included a 2.8% click-through rate, 1.9% glance-view-to-purchase conversion rate, 16.9% add-to-cart conversion and 11.5% cart conversion.

What the Data Changed

• Beauty products remained the commercial priority because they generated substantially stronger purchase demand than fashion.
• Meta prospecting showed scalable acquisition potential, but retargeting and checkout conversion required tighter execution.
• Google Ads traffic was inexpensive, but incomplete conversion tracking prevented reliable revenue attribution.
• Amazon demonstrated stronger marketplace conversion, while paid-product efficiency still needed improvement.
• Noon showed healthy product interest but substantial drop-off between product views, carts and purchases.

Next Optimisation Priorities

The next phase focuses on correcting Google conversion tracking, improving product-page clarity, strengthening bundles and free-shipping incentives, expanding high-performing beauty creative, refining retargeting windows and improving marketplace listing conversion.

This project demonstrates how creative direction, paid media, ecommerce operations and analytics work together as one commercial growth system.