We help ambitious brands
scale online, profitably.
Meridian Advisory is an independent e-commerce consultancy run by Yihang Bai. We help online brands grow across marketplaces, direct-to-consumer and international channels, with every recommendation grounded in unit economics rather than vanity metrics.
Advisory built for the full commerce engine.
From first principles strategy to the operational detail that compounds margin — we work across the levers that actually move an online business.
Growth Strategy
A clear, prioritised roadmap grounded in your unit economics — where to play, how to win, and what to stop doing to protect contribution margin.
- Market sizing
- Positioning
- Channel mix
- Pricing
Conversion & CRO
Systematic experimentation across storefront, funnel and checkout to lift conversion and average order value without discount-led erosion.
- Funnel audit
- A/B testing
- Checkout UX
- AOV design
Marketplace & Channel
Win share on Amazon, TikTok Shop and emerging marketplaces with a channel strategy that balances reach, margin and brand control.
- Amazon
- TikTok Shop
- Retail media
- Global expansion
Retention & LTV
Turn first orders into lifetime value through lifecycle, subscription and CRM design — the quiet engine behind sustainable, fundable growth.
- Lifecycle
- Subscription
- CRM & email
- Cohort analysis
A disciplined path from insight to impact.
Diagnose
A rigorous audit of data, funnel and P&L to find the constraints holding growth back.
Design
A prioritised plan with clear bets, owners and expected return on each initiative.
Deploy
Hands-on execution alongside your team — shipping, testing and iterating in weeks, not quarters.
Compound
Measurement and governance that turn early wins into a durable growth system.
Practical advice, not slide decks.
Meridian Advisory is a trading name of Yihang Bai, an independent consultant based in the United Kingdom. Every engagement is led personally by Yihang Bai, pairing clear strategy with the willingness to sit in the detail and make it work.
Work is delivered remotely for online retailers and brands. We take on a small number of clients at a time, and the scope, timeline and fee for every engagement are agreed in writing before any work starts.
Start a conversation →Economics first
Every recommendation ladders back to margin and cash.
Bias to action
We measure success in shipped experiments, not decks.
Clear commitments
Fixed scope and fees, agreed in writing up front.
Ready to scale with confidence?
Book a complimentary 30-minute consultation. If there is a fit, you receive a written proposal with scope, timeline and a fixed fee before any work begins. No obligation.
Trading name
Meridian Advisory
Proprietor
Yihang Bai
Business address
46 New York St, Leeds LS2 7DY, United Kingdom
Contact
hello@jasca.co.uk
+44 7743 337511