├── PAID SOCIAL (35%)

│   ├── Meta (IG/FB): 24% [Retention/Visual]

│   └── TikTok Shop: 9% [Viral/Impulse]

├── OWNED CHANNELS (22%)

│   └── Direct / Brand Search: 22% [Loyalty/Recognition]

├── RETENTION (18%)

│   ├── Email (Klaviyo): 12% [Workhorse]

│   └── SMS (Attentive/Postscript): 6% [High Urgency]

└── SEARCH (12%)

    ├── Google Organic (SEO): 9% [Trust/Intent]

    └── AI Search (SGE/Perplexity): 3% [New Gen]



[TIER 2: THE ACCELERATORS - 13% GMV]

├── PAID SEARCH (8%)

│   ├── Google Shopping/PMax: 7.2% [High Intent]

│   └── Bing/Microsoft: 0.8% [Older/Affluent]

├── AFFILIATE & INFLUENCERS (3%)

│   ├── Platforms (Impact/LTK): 2.1% [CPA Model]

│   └── YouTube Shopping: 0.9% [Reviews/Demos]

└── NICHE AD NETWORKS (2%)

    ├── Pinterest: 1.2% [Decor/DIY/Lifestyle]

    ├── Reddit: 0.5% [Tech/Niche/Community]

    └── Snapchat: 0.3% [Gen Z/Cheap Fashion]