DIGITAL GROWTH ADVISORY CONSULTANCY
Helping consumer brands grow profitably across retailers, direct-to-consumer and AI commerce.
The Alloy Group
HI THERE. WE’RE THE ALLOY GROUP.
Founded by an operator who built and scaled commerce businesses at Walmart, Jet.com and eBay.
We find the biggest growth opportunities in your digital business, then build the operating model to capture them.
That now includes agentic commerce: how your brand shows up in AI answers, and product data that shopping agents can actually use.
Our Services
Win the digital shelf, where most of your sales already happen.
We help brands grow profitably on Amazon, Walmart, Target and Instacart, starting with the catalog.
Audit content, catalog and search visibility against a clear standard
Build price-pack architecture that holds up across retailers
Restructure retail media so spend lands on listings that convert
Recover sales lost to unauthorized third-party sellers
Retail & Marketplaces
AI Commerce
Get ready for shopping that runs through AI.
More customers now find and buy products through AI assistants. We make sure your brand shows up and can be bought.
Measure and improve how your brand appears in AI answers
Structure product data for AI assistants and shopping agents
Build practical AI roadmaps your team can own
Automate reporting, content and analysis
Direct-to-Consumer
Grow DTC on sound unit economics.
Acquisition, retention and the customer data behind both, managed to margin.
Find where revenue is growing and margin isn't
Improve CAC, conversion, AOV and lifetime value
Put first-party data to work in segmentation, CRM and subscription
Run platform migrations (e.g. Shopify) without losing momentum
Logistics & Fulfillment
Take cost out of every order.
Fulfillment is often where DTC margin goes. We find it and get it back.
Evaluate 3PL options and renegotiate rates and service levels
Cut freight and pick-and-pack cost per order
Connect WMS and OMS so inventory and orders line up
Fix the delivery problems that drive customer churn
MEET THE FOUNDER.
Thomas Ellis
Thomas founded The Alloy Group after twenty years building commerce businesses from the inside. He ran a $200M+ category P&L at Walmart.com and launched Walmart for Business.
He was an early hire at Jet.com, where he built the retailer network before launch, and later founded and ran Hive Brands. Most recently he led partnerships at Wizard, the AI commerce platform co-founded by Marc Lore. Earlier at eBay. Wharton MBA.
OUR MISSION
We help consumer and CPG brands grow online, profitably.
