Pascal Le Marechal
@PascalZeMarshal
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$30M+ in eCommerce sales | Founder of https://t.co/jH9ZnrBJBu | Sharing how I scaled a profitable brand to 8 figures in revenue
Paris, France
Joined September 2012
We spent millions of dollars on ads in 2025. Not everything worked but we definitely learned a lot. In 2026, we know exactly what works for us and what doesn’t. The plan: double down on what wins, ignore distractions, and make our brand stronger than ever.
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First week of 2026: $348K in total sales. Ask me anything.
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There’s a huge misconception that retention starts after the sale.
If you want better retention, it’s about memory. • Your packaging is a billboard in their house. • Your content is a conversation that never ends. • Your post-purchase email is a reminder you’re real. Retention starts the moment they say yes. Most brands forget that.
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ICP = “anyone who clicks ‘buy now.’”
Creative is the new targeting. Meta has said that for 2+ years. Yet I still see ad accounts with crazy audience restrictions. Only targeting 18-25. Do you care if a 40 year old buys your product? Would you be mad if they gave you money? Of course not. BROAD WINS.
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I’ve learned you’ve got to obsess over LTV. Every marketing dollar I spend is judged against it. Early sales mattered when I started, but repeat buyers are what built real growth. This is how you go from 7 figures to 8.
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Final lesson: Success in ecom isn't flashy. It comes from: • Consistency • Boring execution • Not quitting when it stopped being fun Ecom rewards the patient.
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10) I’d think like a business owner, not an ecom hacker. Less: “Which tactic works?” More: “Does this build a real asset?” Short-term wins are easy. Durable brands are rare.
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8) I’d obsess over retention before scale. If customers don’t come back: • Your CAC goes up • Your stress goes up • Your business dies Email, education, community > new traffic.
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7) I’d build the brand in public from Day 1. Founder content compounds. Trust compounds. Attention compounds. Being visible is now a distribution advantage. Anonymous brands lose.
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6) I would NOT rely on paid ads early. I’d lean on: • Influencers with real audiences • Educational content • Founder-led credibility Ads amplify demand, they don’t create it anymore.
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5) I’d start with one hero product only. More SKUs = more complexity = less focus. One product: • Clear use case • Clear price anchor • Clear upgrade path Expansion comes after traction.
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4) I’d build the product around belief, not features. People don’t buy specs. They buy: • Outcomes • Identity • Trust Red light therapy worked for me because people believed in consistency + recovery.
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3) I’d prioritize gross margin over revenue. Early ecom founders obsess over sales. I’d obsess over: • Shipping costs • Returns • Customer support load Bad margins kill you quietly.
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2) I’d validate demand before branding. No logo. No Shopify theme. Just: • 1 landing page • 1 clear problem • 1 clear mechanism If people won’t give you an email or pre-order, stop.
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1) I would NOT chase a “trending” product. Trends die. Infrastructure doesn’t. I’d pick a niche with: • Long-term demand • Educated customers • Repeat trust, not impulse buys Wellness still wins for a reason.
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I built NovaaLab from $0 → $37M+ in 6 years. Looking back, I’ve learned a lot from my mistakes. And if I had to start over again, I wouldn’t do it the same way. Here’s exactly what I’d do 🧵
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“Q1 fatigue” is a myth for us. At Novaalab, Q1 is one of our high seasons. New Year resolutions = peak demand for wellness. We push acquisition harder in Q1. We’re more conservative in Q3. Know YOUR seasonality. Don’t borrow someone else’s playbook.
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Stop wasting money on useless Shopify apps ❌ Most stores waste money on apps that don’t move the needle. However, the right ones can boost conversions, retention, and revenue. Here are 5 underrated Shopify apps we use at NovaaLab that actually make money 👇
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5) Replo (@replohq by @yuxinzoo & @noahsark769) 🧩 Cold traffic ≠ one landing page. We constantly test: • New personas • New angles • New offers Replo lets us duplicate & iterate pages fast, so media buyers can scale without bottlenecks.
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