Cameron Lee

About

shopexpert since: January 2026

I work with founder-led e-commerce brands as a strategic finance partner, helping bring clarity to pricing, profitability, cash flow, and growth decisions. I’m not a traditional fractional CFO—and that’s intentional.

Most e-commerce founders know their revenue.
Far fewer truly understand where they’re making money, where they’re losing it, and what to do next.

Before doing this work, I was a brand owner myself. I’ve sat in the same seat, made the same tradeoffs, and felt the same pressure that comes with trying to grow without breaking the business. That experience shapes how I show up for clients.

A lot of the value I provide doesn’t live in spreadsheets. It comes from helping founders think through tough, often messy decisions with real numbers behind them—and without feeling like they’re doing it alone.

Some of the ways I typically help:
• Understanding true contribution margin by product and sales channel
• Pricing and unit-economics decisions that actually improve profitability
• Setting realistic ROAS and CPA targets that align with cash flow
• Forecasting and planning so surprises are minimized
• Acting as a sounding board as the business scales and decisions get heavier

I don’t replace your bookkeeper or accountant. I help make sure the numbers are structured in a way that’s actually useful—and then help translate them into clear, actionable decisions.

I try to be direct, accessible, and generous with my time and perspective. The best work happens when founders feel comfortable asking real questions and having honest conversations.

Best fit: founder-led e-commerce brands doing meaningful volume who want clarity, confidence, and a true thought partner—not just reports.

Services Offered

Consulting & Strategy

Accounting & Financial Services FR

Operations & Management

Shopify Apps and Theme Expertise

Bookkeep QuickBooks +Sales Tax

Finaloop

TaxCloud Sales Tax Automation

A2X Sync for QuickBooks & Xero

Packaged Services

Financial Health Review

Starting Price

$450.00

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Monthly CFO/Financial Strategy Support

Starting Price

$4,500.00/month

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Customer Stories

Helped brand achieve 7% increase in Gross Margin $s despite a 20% decrease in revenue through pricing analysis

May 2024 – Jan 2026

Sales Channel Analysis showed TikTok was burning cash

FAQ

What are contract terms like for ongoing work?

I only charge month to month. I only want to work together if I'm making things substantially better for you and your brand. No need to have long agreements.

What is the most common type of work you do for your clients?

Every client is different, and I tailor the work to what each brand actually needs. That said, most of my work typically falls into a few core areas: Helping brands understand true contribution margin by sales channel and by product, so it’s clear what’s actually making (or losing) money. Building financial strategy and forecasts that show where the business is headed—and what needs to change to improve profitability and cash flow. Setting clear ROAS and CPA targets that are specific to your business, so growth is healthy and sustainable, not just top-line driven. Assessing overall financial health, including the right balance of fixed and variable costs to support both current performance and future growth. Acting as a sounding board for tough, messy decisions that come up weekly. I’ve been an operator myself, so I help founders think through hard calls without feeling like they’re making them alone. Supporting ad-hoc projects where having a financially minded partner involved leads to better, more confident decisions.

Do you help clients that come to you for help being more profitable, help growing, or both?

Both—just in different ways. About 60% of clients come to me because they want to be more profitable, and around 40% are growing fast and starting to feel a little out of control. The overall approach is similar for both, but the decisions we make along the way can be very different. No matter where a brand is at, we always start by getting a solid financial foundation in place—clear visibility into margins, cash flow, and what’s actually driving results. From there: If profitability is the main issue, we focus on finding where money is being made (or lost) and fixing the biggest leaks first. If growth is the challenge, we put structure and guardrails in place so the business can scale without breaking or constantly stressing cash. Either way, the goal is the same: clear numbers, better decisions, and a business that feels a lot more under control.