Grow profitably on Amazon, strengthen digital sales with retail partners and build your third-party marketplace business. WonderLans brings senior strategy and hands-on execution to Pet, Beauty, CPG and Supplement brands.
Led by Alex Lans, WonderLans combines senior strategic leadership with hands-on execution, from focused projects to ongoing fractional support.
Get support for a specific challenge or bring in senior leadership across the channel. Each engagement defines the deliverables, responsibilities and measures of success.
Build the plan and coordinate the work that keeps your Amazon business growing profitably.
Make advertising decisions with a clear view of sales, conversion and margin.
Translate category and shopper research into content that helps customers choose your product.
Grow the digital side of your wholesale business with established retail partners.
Launch and improve channels where your brand sells directly through a marketplace seller account.
Bring in an experienced leader to connect strategy, commercial decisions and execution.
Your selling model changes the work. WonderLans supports both, with Amazon at the center and a clear role for each additional channel.
The retailer buys your products and sells them to shoppers. The work connects digital shelf quality, availability, media and promotions to digital sales and total retail performance.
Retail focus: Walmart, Target and Chewy.
Your brand sells through a marketplace account. The work connects catalog, pricing, advertising, inventory and fulfillment to conversion and channel profitability.
Marketplace focus: Amazon and Walmart Marketplace, plus TikTok Shop for social commerce.
For 1P retail, we assess digital penetration alongside total retail sales, availability and media efficiency. For 3P, we connect sales and advertising performance to channel costs and contribution margin.
WonderLans brings a founder's perspective and experience leading Amazon and marketplace teams in-house. Alex's background spans building One Stop Equine Shop and executive roles at Wuffes and Freebird.
This experience reflects Alex's founder and employed executive roles before WonderLans.
Amazon, retail eCommerce and marketplace performance depend on how advertising, content, pricing and availability work together. We identify what is holding growth back, agree on the priorities and define who owns each next step.
Review the relevant channel performance, category, advertising, content and economics to identify the highest-impact opportunities.
Agree on a sequenced roadmap, success measures, responsibilities and the work included in the engagement.
Lead the agreed work with your team and partners, keeping priorities, decisions and ownership clear.
Review sales, conversion, advertising efficiency, margin and inventory, then adjust the plan as the evidence changes.
For founders, CEOs, retail sales and eCommerce leaders who want stronger Amazon performance greater digital growth within an established retail business, or a stronger third-party marketplace operation.
Alex Lans founded WonderLans after more than 15 years building and leading eCommerce businesses. He leads the practice, connecting Amazon and retail eCommerce strategy with the commercial and operational decisions that drive performance.
Before WonderLans, Alex founded and scaled One Stop Equine Shop and held in-house marketplace leadership roles at Wuffes and Freebird. That experience includes Amazon growth, channel P&L ownership, retail media and international expansion. He holds an MPhil from the University of Oxford.
A focused assessment with prioritized recommendations and a practical action plan.
Ongoing ownership of agreed commercial priorities, team coordination and performance reviews.
A defined scope, timeline and deliverable, such as a launch roadmap, digital shelf audit or marketplace expansion plan.