Welcome back to The Brick-by-Brick Newsletter - where 7–8 figure brands learn how to scale more efficiently.

This week’s issue is slightly different…

We’re handing the newsletter over to one of our trusted partner agencies: Jake and the team at Post Profit.

Post Profit is the team we recommend to the vast majority of our clients when it comes to post-purchase upsells and increasing profitability after checkout.

While most brands obsess over front-end acquisition, Post Profit focuses on what happens AFTER the sale - building highly optimised post-purchase funnels designed to increase profit per order, improve blended MER, and unlock more efficient scaling.

They’ve become our go-to team for brands looking to strengthen their unit economics without increasing ad spend.

And honestly, this is an area we still see massively underutilised across eCommerce.

So this week, Jake is breaking down why most brands are unknowingly leaking profit after checkout - and why post-purchase has become one of the highest ROI levers in modern DTC.

Most brands are missing out of 50% of their profit and don’t even know it

Your ads aren't the problem. Your post-checkout is.

The Problem Nobody's Talking About

Here's the uncomfortable truth.

Most brands don't have a traffic problem.

They have a profit problem.

Ad costs are rising. Competition is increasing. CPMs aren't coming back down.

In that environment, the brands that win aren't spending more.

They're making more per order.

Because more profit per order means:

→ Higher CAC tolerance
→ More room to scale aggressively
→ A buffer when ad performance dips
→ Margins that don't evaporate the moment CPMs shift

Most brands spend months obsessing over creative, landing pages, and ad structure.

All important.

But almost every brand I talk to is completely ignoring one of the highest-converting moments in the entire customer journey:

The 10-60 seconds immediately after someone buys.

What's Actually Happening Right Now

Think about it.

You already paid for the customer. You already earned their trust. They just entered their card and hit buy.

This is peak intent. Peak trust. Zero friction.

And what happens?

An AI-generated upsell that hasn't been touched since whoever set it up six months ago.

Or worse, just a "thank you for your order" page.

The customer is literally still in buying mode. And you're showing them nothing.

What Happens When You Actually Own This Moment

Even an extra $12 per order changes the economics of a business dramatically at scale.

Here's what it looks like in practice:

Brand 1: We built a custom post-purchase system and generated an addition al $81k in 30 days - purely from post-checkout optimization. No extra ad spend.

Brand 2: Added $262k/month in post-purchase revenue at high contribution margins. Again… no increase in ad spend. Just more profit from existing customers.

Brand 3: A smaller brand where we added $16k/month, which increased their total profit by roughly 50%.

All different-sized brands. But the same system that captures additional revenue for each one. 

Why This Stays Broken

Most brands know post-purchase exists.

Some even have an app installed.

But having an app installed is not the same as running it.

It'd be like setting up Klaviyo, sending one welcome flow, and calling your email strategy "done."

You'd never do that with email. But that's exactly what most brands do with post-purchase.

The gap between "installed" and "systematically optimized" isn't small.

It's tens of thousands per month.

How We Fix It:

Jake here, founder of Post Profit. 

All we do is build and run custom post-purchase systems, not templates, not one-time setups.

We test products, pricing, offer framing, UI, and buyer segmentation. Every week. Compounding results. 

Each client goes through a 5-phase system that builds sequentially. You don't move to the next phase until the last one is locked. It runs continuously, and it gets sharper over time.

You don’t pay us until after it works.

We build everything first. Then you pay after the system generates additional profit.

So you can go from a thank you page or a generic page to a custom one like this:

The Bottom Line

Ad costs are going up. That's not changing.

The brands that scale from here aren't the ones spending the most.

They're the ones making the most from every customer they've already paid to acquire.

If you're doing $250k+/month on Shopify and nobody's properly owning your post-purchase, you're leaving real money on the table. Every day.

»Book a free breakdown call with Jake here«

We'll look at what's happening after checkout in your store right now and tell you exactly what's being left behind.

If it makes sense to fix, we'll show you how. If it doesn't, we'll tell you that too.

— Jake