We all know that 2022 is a hard hitting reality for a large part of e-commerce. After a long period of tremendous acceleration in e-commerce thanks to the pandemic, market growth has slowed. Many e-shops are dealing with stock out of stock issues, some are even laying off employees and all players are seeing a slight cooling.

Since this topic is of great interest to us in Tanganica, we decided to start analyzing it more on specific e-shops. In this case study, we will detail a large e-shop that is now experiencing a year-on-year decline in revenue from paid Google of approximately 34%.