In this episode of Upside, Ali & Zamir tackle the most important stretch of the e-commerce calendar, Q4. With consumer intent at its highest and sales potential peaking, the duo unpack why this period can make or break a brand’s year. They explore how up to 60% of annual revenue can come from these 13 weeks and share practical advice on how to prepare, prioritise, and profit when competition is at its fiercest.

What’s Covered in This Episode

Ali & Zamir break down the anatomy of Q4, from the ripple effect of Prime Day through to the run-up to Christmas. They highlight how shopper intent shifts week by week, why ad costs climb, and how smart brands use data and timing to stay ahead.

The pair dig into common misconceptions, from over-stocking and panic discounting to mistimed campaigns, explaining how these mistakes can erode margin and momentum. They also discuss fulfilment and delivery readiness, noting how small operational gaps can have outsized effects during peak season.

Throughout, the focus stays on strategy: building sustainable growth rather than chasing short-term spikes, understanding when to push, and when to protect profitability.

Key Takeaways

• Q4 is make or break: Some sellers generate up to 60% of annual revenue in this period, making preparation critical.
• Understand intent cycles: Shopper behaviour fluctuates across the quarter; align campaigns with peaks in demand.
• Don’t overspend on ads: Rising CPCs can eat into profit. Focus on timing and targeting, not just spend.
• Stock smartly: Balance availability with sell-through. Avoid over-buying that ties up cash flow after peak.
• Fulfilment readiness matters: Delivery delays can cost more than missed sales; plan logistics early.
• Profit beats volume: Prioritise margins and efficiency over chasing record sales days.