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Marijana Kay is a freelance writer for leading B2B SaaS brands in the marketing, analytics, sales, and ecommerce space. She's the founder of Freelance Bold, a library of resources for freelance writers.

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By 2026, about a quarter of all purchases will take place online.

If you sell any type of products to any type of customers, that should get your attention. Online selling is only going to grow but it’s bound to be more challenging to stand out.

A good ecommerce strategy can help your business emerge from the pack. Whether you’re about to take your brick-and-mortar business online for the first time or launch your next brand, an ecommerce strategy will help you hit goals and stay ahead of competitors. This guide has everything you need: steps, tips, and examples to help you build and execute a successful ecommerce strategy.

Table of Contents

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What is an ecommerce strategy?
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Why is it important to have an ecommerce strategy plan?
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How to create an ecommerce strategy plan: 6 steps
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Ecommerce strategy best practices and tips (with examples)
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Getting your ecommerce strategy right
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Ecommerce strategy plan FAQ
\n

What is an ecommerce strategy?

An ecommerce strategy is a set of plans and activities businesses use to sell products or services online. This includes reaching the right people, converting them into customers, generating repeat purchases, and creating a smooth, enjoyable shopping experience.

The best ecommerce strategies are comprehensive and reliable. They’re easy to follow and give you confidence for big projects like ecommerce expansions.

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Why is it important to have an ecommerce strategy plan?

Just like a business plan or a marketing strategy, having a roadmap for your ecommerce business can set you up for success. There are four key benefits to having an effective ecommerce strategy:

1. Long-term company health and stability

An ecommerce strategy gives you a consistent stream of new customers and a way to turn one-time shoppers into loyal repeat buyers. It gives you a blueprint for launching a new product line, a holiday campaign, or a new market.

Having an ecommerce plan means you can weather dips in website traffic or revenue. Not only will you know what caused them—you’ll know what to do to get back on track. The result? A stable, resilient company with happy employees.

2. Foundation for scalability and growth

By definition, ecommerce strategies are made to help you grow, whether that’s expanding from retail into omnichannel selling or growing your current ecommerce business.

The magic is in knowing what to do when those opportunities arise.

Should you hire more staff, and how many? Could a brick-and-mortar store increase the success of an ecommerce launch? What do you have to do to thrive in a new country or continent? How can your brand be the go-to option based on what’s working in your target market? Ecommerce planning helps answer those questions, and more.

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3. Ability to edge out competition

Competitor research is a big part of an ecommerce business strategy. It allows you to develop your unique value proposition, intentionally position yourself in the market, and stand out from your competitors while giving your target customers exactly what they want.

4. Operational and cost efficiency

Being strategic about your ecommerce operations lets you optimize your inventory management, supply chain processes, tech stack, order fulfillment, and every moment in the customer journey.

You’ll avoid hidden costs, minimize errors, and maximize productivity throughout the business so you can stay operationally lean and serve your customers well.

How to create an ecommerce strategy plan

It can be hard to know where to start when developing your ecommerce strategy plan, but these six steps will help you know what to consider and what data you need to gather.

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Get to know your ideal buyer
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List marketing channels and customer touchpoints
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Define your goals and objectives
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Get to know your competitors
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Develop your unique value proposition
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Map out the system and tools you need
\n

1. Get to know your ideal buyer

Your ecommerce brand’s success is a reflection of how well you match what your target customers want and what they need. Understanding them is essential to everything you do.

Buyer personas, or profiles of ideal customers, often have details like location, gender, age, and interests. But it’s easy to make the mistake of stopping there. To meet the needs of your target audience, you should ask them:

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What are their needs?
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What is the pain point they’re frequently dealing with?
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What would make them search for a product like yours?
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How do they search for new products: online, asking a friend, in person, or a mix?
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What criteria do they use when making a purchase decision? Budget, ease of product use, shopping experience, or something else?
\n

Underwear brand Pepper creates bras that fit small-chested women. The main struggle of this target audience is finding flattering, comfortable bras. Pepper wins by showing a deep understanding of this issue and offering a solution to it, regardless of the age or specific interests of its audience.

The key is in continuously learning about your target customer and knowing how you can add more value into their lives.

2. List marketing channels and customer touchpoints

Diving deep into your target customer’s struggles and motivation will help you unpack another crucial element: where they research, compare, and shop for solutions.

There are many ways you can figure this out, including interviewing customers, using audience intelligence tools, monitoring forums and social media channels, and tapping into data from Shopify’s Commerce Trends 2023 report.

If you have an ecommerce site, you can dig through your Google Analytics reports and use platforms like Daasity, to analyze all touchpoints your customers go through, including social media, emails, marketplaces, and more.

This will help you build a customer journey map, which unlocks what your customers need on every channel and at every stage of their buying process, so you know where to focus your efforts.

\"Untitled.png\" — Table showing elements of the customer journey, with awareness, conversion, and loyalty columns.

Example of a customer journey map.

3. Define your goals and objectives

What are the key performance indicators (KPIs) you’ll use to track the success of your ecommerce store or your newest launch? What do you want to achieve, both now and in the long run?

Here are some goals to consider:

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Total number of sales
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Total revenue
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Number of new customers
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Number of repeat customers
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Average order value
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Market share percentage
\n

Lean on your past performance to set goals that are both ambitious and realistic, and check in with your analytics regularly to make changes to them, if necessary. Don’t forget to define and track leading indicators, as they’ll give you instant feedback and a chance to course correct.

4. Get to know your competitors

Spend some time analyzing your competitors. This isn’t to copy their activities—after all, you don’t know what’s working for them—but to gain insights into trends, opportunities, challenges, and the industry as a whole. That’s what lets you carve your own space in the customer’s eyes.

Spend time browsing your competitors’ social media profiles, product pages, blog articles, and emails, and take notes on what they’re doing. What stands out to you? Note gaps or opportunities you see.

You can also use the publicly available data social media platforms offer, like the audience insights provided by TikTok and Facebook.

You can run your own analysis on each relevant competitor, meaning you’re looking at their strengths, weaknesses, opportunities, and threats (SWOT). If you were analyzing a fellow online shirt business, here’s a sample SWOT matrix:

Example of a SWOT analysis matrix for an online shirt business. (source)

5. Develop your unique value proposition

Your unique value proposition is what sets you apart from competitors. It needs to resonate with your customers and give them the reason to choose.

Underwear brand Pepper nailed its unique value proposition by saying it makes bras that finally fit small-chested women. It differentiates itself from other brands that don’t serve this audience, or don’t do it well.

Accessories brand The Ridge positions itself as the minimalist, RFID-blocking wallet with a lifetime guarantee, helping it stand out from standard wallet brands.

Kids brand Ten Little aims to make shopping for little ones easy by offering items based on their size and stage, separating it from other ecommerce stores’ shopping experience.

These ecommerce brands have developed resources—quizzes, shopping guides, social media posts—that support their unique value proposition. They help grow their reach by turning visitors into customers and customers into loyal brand ambassadors.

Matt Scanlan, CEO of knitwear brand NAADAM, says it takes time and focus to build an intentional and effective value proposition.

“I think it takes having something unique about that proposition, whether it’s quality or supply chain or intention,” he says. “I think we know that if we just keep our heads down and just keep on doing what we know we do better than other people, then at least we have a chance to do it right.”

Not sure where to start with your unique value proposition? One of Shopify’s more than 75 brand strategy and brand identity partners can help.

6. Map out the systems and tools you need

It’s important to define the tech stack you need to attract new customers, convert them, fulfill orders, manage your inventory, and seamlessly execute your ecommerce marketing strategy.

You might already be using these, but here’s a list you can refer to when building your suite of ecommerce systems and tools:

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Online store: features like product pages, rich visuals, and a smooth checkout process
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Omnichannel selling: enable buying through social media channels and marketplaces; offer purchase options like buy online, pickup in-store or buy in-store, ship to customer
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Payment options: let customers pay securely using different payment providers or digital wallets
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International ecommerce: run an online store tailored to locations with international domains, custom duties and taxes, and custom pricing
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Supply chain management: monitor your inventory, fulfill orders, coordinate shipping and returns from an integrated platform (consider a third-party logistics partner you can integrate with your ecommerce software)
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Customization: launch custom campaigns, tag customers, send back-in-stock notifications, personalize your checkout, and more with automations and workflows
\n

Ideally, what you need from your tech stack will be included in your platform of choice, with easy and straightforward integrations to build on.

Ecommerce strategy best practices and tips

Need ideas and tips for your ecommerce strategy plan? Learn tactics and tips to achieve your specific ecommerce goals.

Ecommerce strategies for attracting new customers

All customer acquisition strategies come down to growing your organic reach and tapping into an existing audience.

You can reach people organically through social media, through search engine optimization (SEO), or by partnering with a creator or another business to reach their audience. Here are three strategies and examples of brands that use them well.

1. Get active and consistent on social media

Social media is crowded and it can be difficult to stand out. When you tap into your unique value proposition and use it to improve customers’ lives, your content reaches new people every day.

Take it from Pashion Footwear, a brand that sells convertible heels. Its TikTok has more than 200,000 followers, and its videos reach 20,000 to two million people. It focuses on the problem these shoes solve and uses trending audios and video concepts.

Pashion Footwear’s TikTok profile. (source)

Want to sell through social media platforms like TikTok, Instagram, and Pinterest? You’ll love Shopify’s omnichannel commerce superpowers.

2. Reach the right people through search engines

Putting efforts into SEO might be one of the best long-term investments you can make. When product pages or guides rank at the top for the terms your customers are looking for, you become their go-to option. If you stay there for months or years to come, you become the brand everyone knows about.

Skin care brand Biossance, knows the power of a search-optimized product page. It takes up the top organic spot for the search term “vitamin c rose oil,” which people search for almost 600 times per month.

Biossance’s organic search result.

That’s just one product page and one search term. Doing this for dozens or even hundreds of products can become a key tactic for growing your customer base.

If you want to add strategic SEO to your ecommerce plan, check out Shopify’s SEO partners, who can help you hit your goals.

3. Partner with influencers that align with your goals and values

Influencer marketing is estimated to reach a $21.1 billion market size in 2023, and it’s not just about influencers with millions of followers.

If there’s a creator with a thousand followers that has built a strong connection with their followers—and they match your tone and values—it’s worth partnering with them to reach their audience.

Your products don’t need to be the main focus of the social media post for them to reach new audiences. Take it from fitness and activewear brand AYBL. It partners with fitness creators like Madison Hoover, which mentions the brand organically as part of its workout routine videos.

\n https://www.tiktok.com/@madswagfit/video/7239510663519898922\n

Madison Hoover’s TikTok video that features AYBL in the caption. (source)

Ecommerce strategies for converting customers

What can you do to convert readers, viewers, and visitors into customers? Here are five tactics to add to your ecommerce strategy.

1. Optimize your product page for success

A product page should give a shopper everything they need to add a product to their cart.

How to do it? Include all relevant information about the product in a way that’s easy to browse and navigate. This includes product details, shipping and return options, and customer reviews. The more specific you can get, the better.

That’s what Australian flower delivery brand and Shopify merchant LVLY did. Aside from a detailed product description, its product pages show a size guide, options to add related items, and a long list of reviews visitors can filter based on rating and use case.

\"Untitled.gif\" — A scrolling screen recording of a product page with buying options and reviews visitors can filter.

LVLY’s product page with sizing options and reviews.

LVLY now offers a smooth experience to customize products and offer more than 150 different types of bundles. Check out how the LVLY team did it with the Shopify Plus plan.

2. Optimize your checkout process

How easy is it to complete a purchase on your ecommerce website? How smooth and delightful is the journey you’re sending your customers on?

The answers will define how happy or frustrated customers feel by the time they reach the thank you page—and, as a result, how excited they’ll be to receive your products, tell their friends about them, and buy from you again.

Eyewear brand Peepers created a customized checkout process that has helped it boost sales. As customers add products to their cart, a sidebar pops up with product details, a subtotal, and additional recommended items.

After improving the shopping journey, Peepers started converting more organic visitors into customers, increasing its average order value to $55 and its customer lifetime value to $165.

Peepers’ product category page with a checkout bar on the side.

3. Reward customers with free shipping

Free shipping and freebies play a huge role in converting visitors into customers. Shopify’s Commerce Trends 2023 report revealed customers order more items and spend more money with free shipping.

The key to conversion is in making the free shipping threshold obvious and reasonable. If someone needs to add a dozen products to the cart to reach it, it won’t have the desired effect.

Take it from Western boots and accessories brand Tecovas. Its checkout shows a progress bar that motivates customers to reach the free shipping threshold. There’s also a reminder they can get a free product if they meet cart requirements—like a belt when customers buy a pair of boots.

Tecovas’ product page with a checkout bar on the side.

4. Offer discounts that win customers and grow your revenue

Discounts allow shoppers to buy products at a lower price through sales, coupon codes, or bundles. Ecommerce businesses use discounts often because it’s a quick way to generate more sales than usual.

You can offer discounts on specific items, give a buy one, get one (BOGO) deal, offer volume discounts, promote a time-based discount code, and more.

The challenge is to do it in a way that doesn’t devalue your products, anger customers who purchased at full price, or slow down sales because people are waiting for a discount.

Gym wear brand Women’s Best uses discounts to incentivize shoppers to buy leftover inventory at the end of a season. The timing is ideal for the brand, so they can sell items before they stock up on new product lines and increase sales, and customers can get a deal on outlet items.

To encourage customers to browse and buy these products, the brand offers extra 15% off on the entire cart value if the customer buys an outlet product.

Women’s Best outlet discount email campaign.

5. Send emails that turn abandoned carts into revenue

According to Baymard Institute, 69% of all online shopping carts are abandoned. Sometimes, that’s because people are exploring and researching their options. Baymard’s report found shipping costs and taxes, having to create an account, slow delivery, and a complicated checkout process are other major reasons

That’s why cart abandonment emails are essential for converting potential customers. They serve as a reminder, and you can use them to add an incentive like a discount code or free shipping.

The best part is you can customize your cart abandonment emails.

Here’s what an abandoned cart reminder looks like for Braxley Bands, a brand that makes comfortable Apple Watch bands. It looks like a regular email, has a bold tone, feels personal, and rewards the customer for taking action.

Braxley Bands’ cart abandonment recovery campaign.

Whatever style of cart recovery emails you choose, you can run experiments to find what brings the best results. If you don’t know where to start, one of Shopify’s marketing automation partners can help.

Ecommerce strategies for retaining customers

Let’s dive into customer retention best practices and what you can do to generate customer loyalty.

1. Check in with customers after a while

Send personalized emails to customers based on what they’ve bought in the past or what they’ve recently browsed on your website.

You can send them a reminder to reorder their products before they run out, a shopping guide for the product category they were browsing recently, or testimonials for a product that complements what they already have.

Curly hair brand Curlsmith makes it easy for customers to reorder their favorite products. It also recommends products that work well with their previous order and invites customers to tag them on social media with their results.

Curlsmith’s check-in and replenishment reminder email.

2. Build and maintain a loyalty program your customers will love

A loyalty program is a way to reward your customers for trusting you with their time, money, and energy. In exchange for the points they’ve collected by buying from you, you can give them exclusive discounts, free products, early product releases, limited edition products, and more.

Check in with your loyal customers often. Remind them to redeem their points (and what they get in return), tell them how to collect more, and nudge them toward the products and categories they’ve bought most frequently.

Another curly hair care company, Bouclème, sends a short and sweet loyalty program email. It’s simple but offers value to customers. This example shows the customer they have £30 (around $37) worth of points to be redeemed.

Bouclème’s loyalty points email.

3. Let customers subscribe to a recurring delivery of the products they want

Ecommerce subscriptions benefit everyone involved. Customers know they won’t run out of products they love, and you get predictable revenue plus customers with higher lifetime value.

If you have replenishable products in your store, consider offering a recurring subscription.

Stay Flexy is a direct-to-consumer (DTC) brand run by David Thurin, the creator of the MovementbyDavid YouTube channel. When ordering from Stay Flexy, customers can choose a one-time purchase or a subscription option, which lets them choose a 30-, 60-, or 90-day delivery cycle and takes 15% off product price.

Stay Flexy’s product page with product subscription options.

Ecommerce strategies for creating a smooth customer experience

When you delight customers at every touchpoint, it paves the way to becoming their favorite brand. Here’s what you can do to make that happen.

1. Fulfill and ship your orders quickly

Underpromise, overdeliver—the strategy of setting expectations and then knocking them out of the park—works well in fulfilling ecommerce orders.

The promise is easy, but the challenge is in the overdelivering.

Will your products arrive when you said they would? Will all of them be included and packaged correctly? As you grow and have to send more orders, will you keep the quality of your fulfillment and customer experience as a result?

Popular hot sauce brand Heatonist struggled with this. It used to include handwritten notes in every order, but as it grew, this became harder to do, and orders often had wrong or damaged items.

Heatonist worked with fulfillment centers across the country to offer guaranteed three-day shipping, and zero fulfillment delays. How did the Heatonist team make it happen? By using the Shopify Fulfillment Network.

It made sure the presentation of the products matched the company’s standards and improved customer experience.

Heatonist’s homepage.

Put your brand front and center with every order with Shopify’s shipping and fulfillment capabilities—and exceed expectations with every order.

2. Tailor your website to the customer’s location

Buying from a merchant that isn’t in your country can be a challenge if shipping requirements aren’t clear.

That’s why it’s important to be transparent from the very first touchpoint with a visitor. It means letting them select the language and currency to shop in, as well as showing them shipping rates and timelines. If you’re not yet shipping to their country, show them a pop-up to let them know instantly.

Wallpaper brand Hygge & West makes international shopping smooth and worry-free. Visitors instantly see duties and taxes for their country, which reassures the customer the brand ships to them and shows transparency on how duties work.

Hygge & West’s homepage with a location-specific pop-up.

Hygge & West made this happen by using Zonos, a Shopify app that gives international shoppers a better experience. Learn how you can sell and grow globally with Shopify and its international ecommerce features.

3. Personalize the shopping journey

Helping your customer find exactly what they need saves them time, but also improves their satisfaction. Getting to know your customers and using what you’ve learned to recommend products gives you an advantage.

There are many ways to collect those insights, like looking at a customer’s previous purchases and reviews. But you can also be proactive. Skin care brand Skin Inc offers a skin identity check—a survey examining the shopper’s skin condition and frustrations to recommend a skin care regimen that matches their needs.

Skin Inc’s skin quiz results.

Skin Inc also uses customer insights to inform sales events, marketing tools, and its loyalty program. Since implementing these changes with Shopify, Skin Inc’s revenue quadrupled, conversion rates doubled, and return business has increased by 15%.

4. Run a smooth, enjoyable return process

How you handle ecommerce returns can make a big difference to how customers feel about your brand and whether they’ll buy from you again. A 2022 survey found that 96% of customers would buy from a brand again if it was “very easy” to return items.

Buying online is always a risk—sizing, colors, fit, style, and so many other factors can make even your most popular products not work for a customer. It happens even when your product pages offer sizing charts, virtual try-ons, videos, and buying tips.

A smooth return process is the key to bridging risk and giving customers confidence to buy from you not just once, but time and time again.

Gym wear brand Gymshark doesn’t leave returns to chance and runs them through Happy Returns, a Shopify partner.

The integration makes it easy for customers to select items for return, choose a reason for return, pick a way to make it right (like exchanging for the next size up or getting a refund), and printing the return label.

Gymshark’s return process.

Getting your ecommerce strategy right

An ecommerce strategy will help you work toward your goals with intention and a plan. It will allow you to make tweaks and adjustments if needed instead of simply hoping for the best.

If it feels like a lot goes into a successful ecommerce strategy plan, that’s because it does—but with the right ecommerce platform, it won’t be overwhelming. Scalability meets hands-on support to guide you into new acquisition and retention strategies, sales channels, and industry trends.

Insights from over 875 million shoppers\n

Get access to the data and insights shaping ecommerce and how the biggest brands are driving growth.

\nDownload the guide\n

Ecommerce strategy plan FAQ

How do you plan an ecommerce strategy?

Ecommerce strategy planning consists of six steps:

\n
Get to know your ideal buyer
\n
\n
List marketing channels and customer touchpoints
\n
\n
Define your goals and objectives
\n
\n
Get to know your competitors
\n
\n
Develop your unique value proposition
\n
\n
Map out the system and tools you need
\n

By following these steps, you can deeply understand the people you’re selling to and where they spend time online, ways to measure your progress, what makes you stand out on the market, and the tech stack you need to run your ecommerce activities.

What are some key components in an effective ecommerce strategy?

An effective ecommerce strategy considers every customer contact point, from researching products to ordering, along with the back-end processes that power those touchpoints.

A successful ecommerce strategy is made of the right marketing channels and assets combined with systems like shipping and fulfillment, payment processing, inventory management, and omnichannel selling.

What are the top 3 most effective ecommerce strategies?

Optimizing your product pages, personalizing the shopping journey, and shipping your products quickly and reliably are among the most effective ecommerce strategies.

That’s because they empower your customers to make the best product choices for themselves and then give them a good experience with your brand at every interaction—including unboxing and using your product.

","excerpt","Set up your online store for success with an ecommerce strategy plan. Get the tips, steps, and examples to stand out from competition and build lasting results.","excerptHtml","

Set up your online store for success with an ecommerce strategy plan. Get the tips, steps, and examples to stand out from competition and build lasting results.

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One of the best ways to remain adaptable and resilient as a business owner is to prepare for what might be around the corner.

Playing out “what if” scenarios is a powerful way to visualize the impact of changes that can impact your business. And with a tool as simple as an Excel spreadsheet, you can make informed decisions when it comes to pricing, marketing campaigns, and strategic tweaks to create results for your online store.

In this guide, you’ll learn about what-if analysis functionality in Excel, why it’s beneficial for your business, and the exact steps for running it.

Table of contents

What is a what-if analysis in Excel?

A what-if analysis, also known as a sensitivity analysis, is a method for forecasting and understanding the impact of different scenarios on your business. There are three ways to do it in Excel: Scenario Manager, Goal Seek, and Data Table.

You can run powerful what-if analyses in a simple Excel spreadsheet and plot out different assumptions and scenarios to ultimately make better decisions for your ecommerce business.

These can be scenarios like:

When should I discount my inventory to maximize revenue during a season?
What should be my conversion rate to meet a revenue goal?
How many products do I need to sell per month to stay profitable?

Essentially, a what-if analysis helps you answer this question: What would happen with [an outcome] if our store [executed a strategy/hit a KPI]?

How to conduct a what-if analysis in Excel

In Excel, there are three ways to run a what-if analysis, allowing you to choose the one that matches your scenarios and use cases:

\nScenario Manager: Create unlimited scenarios with up to 32 variables.
\nGoal Seek: Uncover the variables you should achieve in order to hit your goal.
\nData Table: Analyze unlimited possible values based on one or two variables.

Dive into each section to learn how you can apply these in your ecommerce business, and how to set them up in Excel.

Scenario Manager

With Scenario Manager, you can model future outcomes based on multiple variables and their input values.

For example, imagine you’re considering running a sale on one of your product categories and you want to learn how different discount percentages will affect your revenue. That’s what you can do with this feature—it plots out the figures so you can easily compare them side by side.

With the above scenario as the example, here are the steps to build a what-if analysis using the Scenario Manager feature:

First, create a table that defines your key figures:

The number of products in stock
The percentage of products to sell at full price
The full price
The discounted price
The number of products at full price (the C7 cell below, formula is B3*C3)
The number of products at a discounted price (the C8 cell below, formula is B3*(1-C3))
Total revenue based on these prices and sale numbers (formula in the table below is C7*D7+C8*D8)

You’re the one defining the first four figures on this list, and Excel formulas are in charge for the remaining three.

\n $\"Starting$ \n

With that in place, click the Data tab, then What-If Analysis, and finally Scenario Manager.

In the Scenario Manager dialog box, click Add or the plus sign to add a scenario. You can name the first scenario “60% sold at full price,” then click on the Changing cells field and select your percentage cell in the table (in this case, C3). Click OK.

\n $\"Changing$ \n

On the next screen, enter 0.6 as the value for this changing cell, because it includes 60% of products sold at full price. Click OK.

\n $\"Entering$ \n

Continue adding as many scenarios as you wish—for example, you might include one with 70% of products sold at full price, one with 80%, one with 90%, and one for the entire inventory.

\n $\"Choosing$ \n

From here, clicking on a scenario and then clicking Show will change the numbers in your table to reflect that variable.

The most valuable aspect of the Scenario Manager feature is Scenario Summary, which compares these different scenarios side by side.

Click Summary and make sure that the result cell selected is the one that contains your revenue from the table, like so:

\n $\"Choosing$ \n

After clicking OK, Excel will generate a new sheet with this summary:

\n $\"Generating$ \n

Changing any numbers in your table after you’ve generated a summary won’t affect the summary. The main benefit is that you can tweak each input value in your table, like the size of your inventory, the full and discounted prices you’re selling them at, and the portion you can sell at full price versus a discount, and generate multiple scenario summaries.

This way, you can see many different but tangible scenario outcomes, compare them side by side, and visualize how they impact your business as a whole.

Goal Seek

If you already have a desired outcome and want to find out the parameters you need to hit in order to get there, the Goal Seek feature is for you.

Say you have a revenue goal and you want to learn the key performance indicators (KPIs), like the number of online store visitors or a conversion rate, that you need to hit to meet that goal.

Goal Seek makes it possible to reverse engineer your desired outcome.

Here’s how to set up this example in Excel with Goal Seek, step by step:

First, set up your key metrics in a table. For example, the number of website visitors, the average conversion rate, average order value (AOV), and the revenue that is the result of those input values (in the table below, the formula to calculate it is B3*C3*D3):

\n $\"Excel$ \n

Use the input values that closely match your average website visitors, conversion rate, and AOV because that will help you get the most accurate number.

In the Data tab, click What-If Analysis, then Goal Seek. Select your revenue for the Set cell field and enter your goal revenue in the To value field. In the By changing cell field, click on the KPI you’re looking to change to reach that revenue goal. This example explores changing website visitors in order to hit a $7,000 revenue:

\n $\"Changing$ \n

The what-if analysis returns a figure of 2,333 website visitors, while the conversion rate and AOV stay the same.

\n $\"Showing$ \n

You can keep running the Goal Seek analysis for other KPIs—in this case the conversion rate and AOV—to inform your marketing campaigns and strategic decisions you need to make to hit a goal revenue.

Data Table

The Data Table function lets you plot all the potential outcomes in a table if you’re only changing one or two variables.

Mapping out your profitability is a great example of this. Once you know your fixed costs to run your store and the profit you make for each product you sell, you can explore how your profit varies based on the number of products you sell, as well as how that changes if your profit per product changes.

Here’s how to use Data Tables for this use case in Excel, step by step:

First, set up your basic data and formula. In this case, the two variables to explore are the number of products sold and profit per product sold. The fixed costs to run your store are a part of the formula, too.

The formula is then: profit per month = (number of products sold x profit per product sold) – fixed costs, which is (C4*C3)-C2if your setup looks like this:

\n $\"Setting$ \n

In this example, 1,100 products sold at a $10 profit per product is the break-even point once the fixed costs to run the store are deducted.

To use the Data Table feature to see how changing profit per product or the number of products sold influences monthly profit, start by duplicating your profit per month figure below (in this setup, it’s =C5):

\n $\"Changing$ \n

This will be the foundation for the Data Table feature.

Next, in the column below the profit per month figure, list different options for the number of products sold per month. For example, start from 500 and increase that number by 100 in each new row.

\n $\"An$ \n

Repeat the same process on the horizontal axis for profit per product. For example, start at $10 and increase by $5 for each next cell.

\n $\"Figuring$ \n

Finally, select your blank table starting from the “Profit per month” cell. Then click the Data tab, What-If Analysis, and Data Table. For row input cell, click on the profit per product figure above (C3), and on ”Product sold/month” figure (C4) for column input cell, then click OK.

$\"GIF$

That’s it—your Data Table is ready. You can now analyze how the number of products you sell and the profit you make for each of them affects your profitability and either pushes you into the red or makes your store profitable.

And remember—changing the fixed costs figure also impacts these numbers, so if that number is something you can change in the future, your what-if analysis will show you how it fits into the bigger picture.

What-if analysis examples

What-if analysis involves exploring different scenarios to understand the outcomes and prepare for future situations. Here are three examples to consider.

Major market shift

Scenario: What if a new augmented reality (AR) shopping app increases online conversion rates by 20% in the retail sector?

In the case that a brand generates $30 million in online revenue (60% of its total revenue), a 20% increase in conversion rates could increase that by $6 million.

Another 15% increase in average order value could add another $4.5 million, totaling an extra $10.5 million in online revenue. It’s estimated that integrating AR technology will cost $5 million, with an 18-month break-even date.

Supply chain disruption

Scenario: Say a geopolitical crisis leads to a 30% increase in shipping costs and extends delivery times by two weeks.

In the case of a brand with $20 million in cost of goods sold (COGS), a 30% increase in shipping costs adds $6 million to expenses. If delayed deliveries result in a 5% decrease in sales, the brand could lose $2.5 million in revenue (5% of $50 million).

Exploring local suppliers might add a 10% increase to the COGS but save $4 million in shipping costs annually, leading to a net saving of $2 million. The brand might also need to invest $3 million in strengthening its supply chain management system.

Changes in consumer preferences

Scenario: What if consumer demand for eco-friendly products surges, leading to a 25% increase in market share for sustainable products?

Say a brand decides to make 30% of their product line eco-friendly. The initial cost is $8 million in research, development, and marketing. Assuming eco-friendly products have a 10% higher profit margin, and the brand has a 20% profit margin, the increase in profits from eco-friendly products could add $3 million to annual net income.

Benefits of using a what-if analysis in ecommerce

Even though Excel can seem complicated, its what-if analysis features are easy to set up, and the results you get are easy to digest and understand.

Here are the main benefits of learning the answers to a number of “what if” questions:

1. Informed decision making

Plotting out possible scenarios ahead of time mitigates needing to make blind decisions around the best way to grow your revenue, launch a new product, or expand into a new market. Instead, you can brainstorm a variety of different scenarios and change out variables to find the best possible combination for the goal you want to achieve.

Knowing these scenarios—like how your software costs affect your profit, or how changing your prices influences revenue—can determine the tools you choose to run your store, the vendors you partner with, your product assortment, and other building blocks of your online store.

A workout wear brand could use what-if analysis to plan their Black Friday promotions in a way that will bring the most profit to the company based on the inventory they’ll be able to offer during that time.

2. Efficient consensus building

Presenting new ideas to a team around operational improvements, pivots, or other approaches to growth almost always sparks a “But what if…?” from those in the room. Implementing a what-if analysis ahead of time helps to easily answer this question in an objective way.

A teeth whitening brand might use a what-if analysis to give clear insights and forecasts to their influencers. For example, they could share how influencers’ reach and engagement drive direct sales, and how increasing that by a certain percentage could affect the company’s—and influencers’—revenue.

3. Staying one step ahead

In ecommerce, consumer trends, supply chain timelines, and other logistics shift quickly. A what-if analysis removes the need to manually update different variables and helps you find business forecasting answers quickly, which in turn keeps you flexible, agile, and able to plan ahead efficiently.

A cosmetics brand could use a what-if analysis to forecast its sales and profit margins in a new country based on data from the markets it’s currently present in. Excel’s what-if analysis features also make it easy to tweak the forecast in just seconds once new data comes in—instead of building the entire forecast from scratch.

Make the right decisions with a what-if analysis

A what-if analysis isn’t the perfect mechanism that solves every problem you run into and makes every decision easy. No tool or tactic is. But it can make big necessary calls less stressful because it lets you visualize plenty of potential scenarios.

Broadening your product range, scaling up, expanding into a new market—whatever goals you’ve set for your store, data from a what-if analysis will help you get there.

What-if analysis in Excel FAQ

What is a what-if analysis in business?

A what-if analysis lets you play out and compare different scenarios in your business in order to make the best decision possible. For example, you can use what-if analysis to see how changing your profit per product affects your break-even point and your profitability, or how driving more visitors to your website affects your revenue.

How do you create a what-if analysis in Excel?

There are three ways you can run a what-if analysis in Excel: Scenario Manager (multiple variables), Goal Seek (reverse engineer your goal), and Data Table (one or two variables).
You can access all three what-if analysis options under the Data tab in Excel.

What is a what-if analysis is also known as?

What-if analysis is also known as scenario analysis or scenario planning. That’s because it lets you compare different scenarios in your business to help you make the best decision possible.

What is a what-if scenario?

A what-if scenario is a calculation of a future outcome based on changing variables. For example, when you tweak the discount percentage of a product, your revenue at the end of the sale period changes—calculating this in advance makes this a what-if scenario.

What are the benefits of what-if analysis?

A what-if analysis aids with decision making as it reduces the need to guess the outcomes, it makes communication between you and your team members and stakeholders clearer, and it helps you move quickly, because it removes the need to manually calculate outcomes for different paths you can take.

","Making the right decisions for your ecommerce store isn’t always easy, but running a what-if analysis can give you the data you need. Here’s how to use it.","

Making the right decisions for your ecommerce store isn’t always easy, but running a what-if analysis can give you the data you need. Here’s how to use it.

",{"_91":190,"_61":201,"_63":222},{"_91":187,"_104":221,"_106":189,"_108":37},[-7,215],"https://cdn.shopify.com/b/shopify-brochure2-assets/3d8311086027d1a6e8654980cdf542f3.jpg","What-if analysis","2024-04-23","2024-04-23T14:30:00Z",{"_91":165,"_166":216,"_168":169,"_170":-5,"_171":217},[220],{"_91":173,"_174":218},[219],{"_91":177,"_178":179},{"_104":105,"_184":93},"Volodymyr Pavlivskyi","Making the right decisions for your ecommerce store isn’t always easy, but running a what-if analysis in Excel can give you the data you need. Here’s how to do it.","https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/53yYTKC9rULcb8eyAFjSh2_c7524925-2f0c-4503-841f-c70c01d55259.jpg?v=1719388393","gid://shopify/Article/558641971256","dtc-brands","DTC Brands: Examples and Strategies to Stand Out","8 Dec 2024",{"_91":192,"_11":254,"_194":237,"_195":255,"_197":256},[62],"

When you don’t rely on third-party players like wholesalers and retailers to sell your products, you gain a tremendous amount of control over your customer experience. It’s liberating.

At the same time, DTC space is a busy one, and it’s easy to get drowned in countless products and brands competing for the same customers as you.

What are some key DTC strategies brands leverage to stand out? Which DTC brands should you learn from? Keep reading to learn more.

Table of contents

What is a direct-to-consumer brand?

Direct-to-consumer brands, or DTC brands, are those that sell directly to the end customer rather than relying on middlemen like retailers and wholesalers.

This approach gives brands more control, as well as responsibility, over product sourcing and manufacturing, stock levels, order fulfillment, and customer experience.

DTC paves the way to a more efficient buying journey for consumers. It’s no surprise that DTC ecommerce sales in the US are predicted to hit $161.22 billion by 2024.

Direct-to-consumer brands: a short history overview

Today’s DTC model exists thanks to the internet, but the internet isn’t what kicked off this business model.

One of the earliest known instances of selling directly to consumers happened in 1785, when milkmen began delivering bottles of milk to customers’ doors. In 1886, Avon started selling beauty products through a female team of sales representatives, a radical business model at the time.

Another historical DTC brand, Tupperware, launched in 1946 and started selling to consumers directly in their homes. During the 20th century, we also saw clothing manufacturers ditch wholesalers and open their own retail stores.

Finally, when the internet became more widely available during the early years of the 21st century, we saw the birth of digitally native brands like ModCloth, Bonobos, and Warby Parker.

In the past decade, some digital-first brands went on to open retail spaces, while some that relied massively on retail partners, like Nike, only began to explore a DTC approach.

What makes DTC brands stand out

Some estimates say there are over 110,000 DTC businesses in the United States.

So while DTC-first companies don’t compete with products sitting next to them on the retail shelves, they compete with thousands of products people can purchase online from the comfort of their own home.

The question that naturally comes up is: what makes some brands grow and stand out from the crowd?

The answer will vary for each brand, but there are some common threads you’ll see with successful DTC businesses:

Strong mission. Some DTC brands are driven by a clear mission and a goal, like MUD\\WTR with tackling caffeine dependence or Pulp Pantry with reducing food waste.
An innovative product. Brands like DEUX and Cometeer are successful because they created products in an area where they don’t have significant competition (at least not yet) but that their target audience wants.
Backstory. Products like spice blends from Marc’s Magic Rub carry the story of founders’ dad in every touchpoint. It’s what makes it memorable and meaningful.
Creative marketing. Some brands go so far outside the box with their marketing that it’s impossible not to notice them. Case in point: Liquid Death, a canned water brand.
Educational hubs. By doubling down on educational content, companies like Biossance and Ten Little become the go-to brand for all customer questions and issues.
Positioning. You can sell a product that customers have seen a thousand times in their life, but position it in a specific way to make it more desirable to specific types of customers. G FUEL nails this with its esports and gaming focus.
Tone. When done right, a bold tone of voice is memorable and attractive. Look at The Ridge, a DTC brand that sells slim wallets. Its entire social media presence is focused on ridiculing bulky wallets—and it works.

When you see a DTC brand that stands out, you’ll find one of these approaches as the pillar to their success—and sometimes an additional one or two that complement it.

For example, Diaspora has a mission to make spices delicious and its supply chain transparent, but it’s also supported by its founder’s origin story.

DTC brand examples to inspire you

1. Cuts Clothing

$\"dtc-brands-cuts-clothing\"$

Cuts Clothing is known for workleisure apparel, a style of workwear that pairs style with comfort. The brand specifically addresses ambitious people, saying its mission is to “inspire those who compete and win in the Sport of Business.”

Cuts Clothing takes a bold, rare approach to positioning its products. Its Twitter bio states the brand is in the business of “outfitting the world’s most ambitious people.” It's no wonder, then, that Cuts’ founder and CEO, Steven Borrelli, hosts The Sport of Business podcast where he interviews entrepreneurs, investors, and elite athletes.

The brand also has a habit of posting about pro athletes wearing its apparel, which aligns with its focus on ambition and success:

https://www.instagram.com/p/CgzcD10LVYd/

\n\n

Cuts Clothing seems to have struck gold by merging seemingly opposing concepts: dressing for the occasion and feeling cozy at the same time. Nik Sharma, a DTC consultant and investor behind Sharma Brands, wrote this about Cuts Clothing in a recent newsletter:

“I’m wearing the joggers right now, and they're some of the most comfortable pants I own. They feel like sweats, or something I’d sleep in, but they look good enough to wear out or to a meeting.”

2. Marc’s Magic Rub

$\"dtc-brands-marcs-magic-rub\"$

Marc’s Magic Rub is a seasoning blend for foods ranging from ribs and chicken wings to salmon and even popcorn. The brand’s name, along with every online touchpoint with the store, honors the founders’ dad, Marc, who was passionate about barbecue and lost his life to cancer at age 59.

This is his family’s way of honoring and remembering him.

The blend is based on brown sugar and spices like garlic, cayenne, and marjoram. You can only buy two types of products: the original blend and the spicy blend, offered in different sizes and bundles.

The whole journey is minimalistic, streamlined, and focused on love for food and family.

3. Blume

$\"dtc-brands-blume\"$

Blume is a brand of latte blends with ingredients like cardamom, turmeric, reishi mushrooms, and lavender. Its products target those who love their daily coffee ritual and want to add a healthy kick to it—and avoid syrups and artificial flavorings.

Every interaction with Blume is delightful. The category pages don’t miss a beat in telling you which product does what (see GIF above). Product photos make you almost taste the product you’re looking at. And to top it off, Blume’s copy is sharp and funny—like “Here to help ya find yo’ blend!” product description line or the “All bloggity blogs” title for its blog.

Finally, there’s Blume’s TikTok, with recipes, funny videos made by Blume’s team, and the founder sharing her behind-the-scenes experiences. Customers love this, and Blume rewards them with a TikTok-specific code in their profile description.

\nhttps://www.tiktok.com/@itsblume/video/7125832288314674438\n

4. Yellow Beauty

$\"dtc-brands-yellow-beauty\"$

Yellow Beauty is a brand of skin care based on turmeric, founded and run by a Canadian couple. The wave of natural skin care brands only keeps getting bigger—this industry is expected to grow at a 6.6% compound annual growth rate from 2022 to 2030—and Yellow Beauty has earned its space in it by focusing on this one focal ingredient.

This is what makes the brand stand out, and its visuals are the perfect aid to make it memorable. Just look at the colorful photos, product videos, packaging, animations, and even buttons and icons in the online storefront.

Yellow Beauty is anything but a bland and generic skin care brand—much like turmeric in dining.

5. Halfdays

$\"dtc-brands-halfdays\"$

Halfdays is a women's ski apparel brand that brings function, fit, and style together. Its homepage reads, “We’re here to shake things up.” Ski wear can be bulky and not-quite-fashionable, and Halfdays aims to solve that issue.

Halfdays is about more than just functional ski wear that looks good. It also runs a Slack community for skiing enthusiasts who want to talk about ski plans, arrange in-person hangouts, and get early access to new apparel launches.

The brand’s tone is also a tad cheeky—a “half day excuse generator” right in the middle of the homepage is a great example of this.

$\"dtc-brands-halfdays-excuse-generator\"$

6. Pulp Pantry

$\"dtc-brands-pulp-pantry\"$

Pulp Pantry is a climate-friendly brand of crunchy chips. Climate friendliness is what makes Pulp Pantry different from the usual snack brands: the company turns pulp leftovers from juicing into chips.

This helps reduce food waste (in the US, almost 40% of all food is wasted) and gives customers an easy way to add more fiber to their diet.

Pulp Pantry’s mission is front and center across all of its channels, from the website and pages like Impact to Instagram and Twitter. Earthy tones and straight-to-the-point copy ensure there are no distractions.

The brand started as a farmer’s market stand in LA and ended up on Shark Tank. This helped it gain traction for its online DTC operation, as well as earn a spot in stores like Whole Foods and Fresh Thyme across the United States.

7. Joggy

$\"dtc-brands-joggy\"$

Joggy is a brand of plant-based energy supplements with full-spectrum CBD. Its products are made to support daily activity, individual performance, and recovery.

And while CBD brands are on the rise—CBD skin care and CBD oil are expected to reach $3.4 and $1.1 billion in market value by 2026, respectively—Joggy is carving out its spot in the market in three distinct ways.

One is an unusual visual identity: neon-colored products on a black background. The second one is Joggy’s focus on supporting an active lifestyle, including running metaphors in educational content, having a product called Runner’s High, and a huge focus on runners in its social media content (including user-generated content).

And the third one is its Web3 community, with coins and collectibles that give community members the chance to shape the future of Joggy products.

8. DEUX

$\"dtc-brands-deux\"$

DEUX is a brand of vegan, gluten-free cookie dough products. These cookie doughs are made from simple ingredients—no refined sugar and preservatives—and have additional components that support health, like zinc, vitamin C, elderberry, and maca.

This puts DEUX in a unique overlap between the dessert and health product category. The company has carved out its position in it with loud colors, witty copy, and fiery takes on the food and dessert industry:

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The visibility of DEUX’s employees is another approach that makes it stand out, including the “Hi from our founder!” video on the website and Instagram Reels of production, packing, calls for taste tasters, and even mistakes made in the process.

This gives cookie dough lovers frequent opportunities to connect with the people behind the brand.

9. The Ridge

$\"dtc-brands-the-ridge\"$

The Ridge is a brand of slim wallets. It’s a minimalistic online store with only two product categories—wallets and key cases—and a couple dozen products total.

The Ridge’s Twitter is what makes the company unlike any other in its space. It’s full of sass, jokes, and regular digs at owners of leather, velcro, and otherwise bulky wallets.

\n\n

The brand tweets with a consistent, unapologetically bold tone almost daily. There’s no shortage of memes and pop culture references either. The Ridge’s Twitter positions its products as the ultimate solutions for people looking for a simplistic and durable wallet—and entertains thousands of people along the way.

\n\n

10. Three Ships

$\"dtc-brands-three-ships\"$

Three Ships is a natural skin care brand. Its goal? To be the most effective and transparent beauty brand in the market. Effectiveness means less ingredients and products for better results. Transparency is about letting customers know which ingredients are in their skin care products, what they do, and how they were sourced.

Three Ships’ customers are its biggest ambassadors and the main way for new customer acquisition. The brand’s community is called The Fleet, and customers can give a discount code to friends and family.

“We’ve found that customers who come to us from a Fleet reference have a lifetime value that’s 150% higher than customers acquired through other sources. It just goes to show that the best marketing strategy is to have a great product that people can’t help but talk about and rave about to others,” Laura Burget, Three Ships’ cofounder, told Happi magazine.

11. MUD\\WTR

$\"dtc-brands-mud-wtr\"$

MUD\\WTR is a mushroom coffee alternative brand with two core types of drinks (or “muds,” as the brand calls them): morning and evening. MUD\\WTR’s key selling point is providing the same focus, energy, and immunity coffee usually does, but without the jitters.

The company’s mission is to help customers abandon caffeine dependency. It stands out by infusing this goal into product pages, FAQs, a blog, and resources like the coffee detox program. MUD\\WTR even donates a percentage of earnings to psychedelic research and takes a bold stance on an often controversial topic.

And when it comes to being memorable, MUD\\WTR makes the most of the post-purchase journey, too, with purchase confirmation emails, shipping emails, and beyond.

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12. Feastables

$\"dtc-brands-feastables\"$

Feastables is a brand of snacks by MrBeast, one of the most popular YouTubers of all time (with more than 100 million subscribers).

The first thing that makes Feastables jump out from other snack companies is its unbelievably loud presentation. That includes the entire homepage, from colors and playful copy (“You ate all the almonds” to say a product is sold out, for example) to callouts and animations.

The second thing is the premise of only five ingredients—ones you can pronounce, no less—in a chocolate bar.

And the third is, of course, MrBeast’s ability to bring millions of views to anything he does, including new product launches. For example, in one of his videos he recreated Willy Wonka’s chocolate factory, held a competition inside, and mentioned Feastables’ latest chocolate bars. The video reached more than 90 million views in about two months.

13. Blueland

$\"dtc-brands-blueland\"$

Blueland is a brand of eco-friendly products for home and body care. Its product range is based on only purchasing the packaging, like cleaning bottles or soap dispensers, once, and buying plastic-free refills thereafter.

For example, Blueland’s multi-surface cleaner refill is a tablet that makes a full 24-ounce bottle of the cleaner when dissolved in water. A similar approach goes for facial cleansers and body washes. Laundry and dishwasher tablets are wrapper-free.

Blueland’s commitment to a cleaner planet is embedded in every product it offers, but the brand took it a step further. In summer of 2022, Blueland launched a social media service that lets anyone tweet at the company for tips on recycling a beauty product by listing the brand (any brand!) and the location. Blueland will then respond with details on what to do.

\n14. G FUEL

$\"dtc-brands-g-fuel\"$

G FUEL is an energy drink brand that carved out its place in the gaming and esports niche. It aims to give energy and focus to customers like “a casual gamer, a content creator, an everyday Joe, or an esports pro.”

G FUEL creates unique products and flavors by partnering with and sponsoring gaming creators like Matthew Beem, Alex Zedra, and PewDiePie. The brand named its partnerships program Team Gamma.

Another source of inspiration for product collections are games like Sonic and Crash Bandicoot and comic book characters like Spider-Man and Thor.

With a social media footprint of over one billion followers and more than 300,000 five-star customer ratings, G FUEL is definitely doing something right.

15. Pepper

$\"dtc-brands-pepper\"$

Pepper is a bra company aimed at small-chested women—meaning AA, A, and B cup sizes.

“Bras for small boobs” is Pepper’s tagline, and it represents exactly what Pepper does well: speak to its ideal customer through website copy.

Pepper nails every line of text. “No more cup gaps,” the hero section claims. There are also lines like, “Not all small boobs are the same,” “Doesn’t make you feel like less,” and “We didn’t just shrink the underwire.”

Pepper infuses its message with the focus on confidence and challenging body standards, not just bra features and details.

The brand’s brilliant copy is further uplifted with rich visuals and comparisons to the regular bras that weren’t made for small-chested bodies.

$\"dtc-brands-pepper-fit-guide\"$

16. Liquid Death

$\"dtc-brands-liquid-death\"$

Liquid Death is a canned water brand. Water is arguably the most generic product a brand could sell, but Liquid Death is as opposite of generic as you can imagine.

With a tagline “Murder your thirst,” Liquid Death regularly doubles down on creative, scroll-stopping campaigns.

For example, the brand hired comedian Bert Kreischer to act as a fitness instructor in a workout video that emphasizes the importance of hydration. The workout in question? It consists of opening a bag of chips, dipping chicken wings in ranch, and eating jalapeño peppers.

Other campaigns include a taste test that compares Liquid Death to “the most expensive beverages on Earth,” like Spanish squid ink and lobster sauce, as well as the option to “sell your soul” in exchange for joining the brand’s membership.

On a more serious note, Liquid Death is committed to helping reduce plastic pollution by donating profits to nonprofits that focus on this issue.

\n17. Knix

$\"dtc-brands-knix\"$

Knix is an underwear brand focused on “making you feel more comfortable in your skin.” Its products include everyday bras, sports bras, shapewear, activewear, maternity underwear, and leakproof underwear.

There are two things Knix does a fantastic job with. First, it represents diverse ages, skin colors, and body shapes throughout all product categories. While it’s certainly not the only underwear company to do so, this is still not a common practice in the ecommerce world.

And secondly, Knix nails its social media strategy, particularly TikTok and Instagram. The brand uses humor and memes to show the benefits of its products, as well as talking head videos to educate and inspire.

A good portion of its TikTok videos are from product photoshoots—a fantastic way to let customers see the behind-the-scenes of how product visuals come to life.

18. Diaspora

$\"dtc-brands-diaspora\"$

Diaspora is a spice brand focused on the history and source of the spices, sourcing them sustainably, and growing the company at the rate of agriculture (meaning when a harvest sells out, that’s it until next season).

Diaspora’s founder and CEO is Sana Javeri Kadri, a member of the Indian diaspora in the US. She describes her learnings about living in a post-colonial world and realizing that direct trade, single-origin spices from sustainable farms are the path to decolonizing the world.

That’s why each product Diaspora sells has a detailed description of its origin and its harvest year. On each product page, you’ll find Diaspora’s equity pledge section, which shows the product’s commodity price, its fair trade price, and what Diaspora pays for it.

Diaspora’s goal is to bring taste into customers’ lives, and do so equitably. The bold visuals—yellow and pink everywhere—is how Diaspora makes sure it doesn’t go unnoticed.

19. Braxley Bands

$\"dtc-brands-braxley-bands\"$

Braxley Bands is a brand of the “comfiest Apple Watch band ever”—washable, stretchy, and available in dozens of colors and patterns. The brand started as a marketing class project in 2017 and reached $100,000 in monthly revenue by 2019.

The brand does a fantastic job building buzz around the product. For example, customers can get VIP access to a product launch through a specific SMS signup, or order a mystery box with three surprise bands.

And a fantastic campaign that rewards customer loyalty, creativity, and engagement is Braxley Bands’ Halloween contest. Customers dress up as a Braxley band and get a gift card for a free band. The winner gets a new Apple Watch—a genius way to create product hype.

https://www.instagram.com/p/CU8KGQ9JZPu

\n\n

Finally, Braxley Bands’ TikTok is one to take inspiration from. You’ll find everything from basic demos to memes and styling tips—and basic videos like this one with over a million views prove that you don’t need to reinvent the wheel for your videos to get traction.

20. Cometeer

$\"dtc-brands-cometeer\"$

Cometeer is a brand of frozen coffee capsules. Once these capsules reach customers’ freezers, they can stay there until customers are ready for a hot coffee, ice coffee, cocktail, and beyond.

Cometeer is about making high-quality coffee practical in any situation, like work and travel, and seems to be the first brand to take the frozen capsule approach.

It’s easy to confuse these capsules for regular coffee machine capsules because they’re somehow similar and also nothing like them. The How to Melt guide for different types of drinks makes it easy to quickly grasp the process.

The company relies on word of mouth to reach new buyers. Customers can join a “give $25, get $25” referral program, as well as use the option to easily buy Cometeer as a gift to someone else.

21. Biossance

$\"dtc-brands-biossance\"$

Biossance is a clean, vegan skin care brand with a tremendous focus on educating consumers about ingredients, how they impact the skin, and how they’re sourced.

Lab Notes, Biossance’s blog, hosts more than 100 articles on topics like squalane, sunscreen, exfoliation, vitamin C, skin care in different seasons, and more.

The brand’s resource called the ingredients library lists dozens of common skin care ingredients and their Environmental Working Group (EWG) ratings, which shows suspected levels of hazards known for each ingredient.

In fact, education is such a big part of Biossance that the brand employs roles like Director of Global Education—a crucial one for creating an epic library of insightful videos, courses, webinars, and articles customers can rely on to make the best decision for their skin.

22. Ten Little

$\"dtc-brands-ten-little\"$

Ten Little is a brand of clothing, play, and feeding products and resources for children.

Its goal is to make shopping for kids easy. “The current kids’ shopping options lack expert curation and testing and do not provide personalized guidance around a child’s own developmental patterns, when in reality, each child is unique and ever-evolving,” Fatma and Julie, Ten Little founders, state on the company’s About page.

Parents can take a quiz to determine the correct footwear size and development stage of their child to help them shop easier. On top of that, Ten Little’s Learn & Connect platform helps parents find expert-vetted answers on topics like potty training, movement, and sleep.

Unsurprisingly, that customization is what parents love the most. Maria West, a DTC writer and a mom of two, said that Ten Little is her family’s go-to choice for toddler shoes. “I had an early walker—nine months—and knew the adult lookalikes weren’t the best for learning feet. I love the structure of shoes and the limited, basic styles. Only ones we buy,” she says.

23. August

$\"dtc-brands-august\"$

August is a biodegradable period care brand selling pads, tampons, and liners. Beyond buying individual products, customers can subscribe for monthly or quarterly deliveries of either a specific product or a custom-built bundle.

August’s mission is three-fold: giving back, sustainability, and culture.

By giving back, it tackles period poverty issues. Sustainability includes being carbon-neutral, sharing how products are made, hiring ethical labor, and using natural materials.

And through culture, August focuses on talking about periods to remove the stigma around them, including all menstruating people into period conversations and products, and talking to customers to create the best products possible for them.

24. Appointed

$\"dtc-brands-appointed\"$

Appointed is a brand of planners, notebooks, calendars, and stationery. It serves customers through its online shop, as well as a flagship store in Washington, DC, adjacent to its production studio.

The brand is focused on the details: showing intricate features of pages inside the planner, giving customers the option to add a monogram to the covers, and displaying beautiful lifestyle imagery of its products.

Appointed’s clean, minimalistic aesthetic is everywhere: not just in the online store and every email, but also in its physical shop. The brick-and-mortar store is about “not only showcasing our full suite of products but providing an immersive experience built on creativity and discovery,” the team explains.

25. Glamnetic

$\"dtc-brands-glamnetic\"$

Glamnetic is a beauty brand known for press-on nails and magnetic lashes. Its strongest suit is social commerce, the strategy of selling products through social media.

Platforms like Facebook, Instagram, Pinterest, and TikTok now let customers make purchases directly within the platform. Glamnetic makes the most of this with live shopping. Ann McFerran, Glamnetic’s founder, goes live on Facebook, demonstrates different products, and offers limited-time discounts for those watching live.

Glamnetic grew from $1 million to $50 million in revenue within a year and is backed by a large, engaged community of customers and fans. That’s the power of social media, social commerce, live videos, and genuine relationships with influencers.

26. Caraway

$\"dtc-brands-caraway\"$

Caraway is a modern take on non-toxic, non-stick cookware. Its products include pots, pans, bakeware, and linens.

The brand is on a mission to provide safe cookware options for consumers—those that aren’t made of Teflon and other potentially toxic materials. Jordan Nathan, Caraway’s founder, launched Caraway after his own experience with Teflon poisoning.

One look at Caraway tells you that this mission is not just about safety and ease, but also aesthetics. Caraway products are beautiful, with details and colors made to fit into any home.

Caraway’s bestselling options are pre-curated sets for cooking and baking with two benefits: they’re a better deal compared to buying individual products included in these bundles, and they come with storage organizers.

27. JuneShine

$\"dtc-brands-juneshine\"$

JuneShine is a brand of hard kombucha and canned cocktails. “Why do we know so much about the food we eat, but not the alcohol we drink?” That’s the question that led JuneShine’s founders to try brewing their own hard kombucha.

While JuneShine ships products to its customers’ doors and has earned a place on shelves countrywide, it also fosters in-person connections in their California-based tasting rooms. There are launch parties for new product releases, and JuneShine ranch hosts weekly trivia nights.

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Another one of JuneShine’s strategies is partnering with athletes, artists, and creatives—some of its ambassadors include comedian Whitney Cummings, wakesurfer Evan Mock, and songwriter and producer Diplo.

JuneShine tripled its revenue from 2019 to 2020 and doubled it the year after, which helped it win a $24 million investment and fuel further growth.

28. Hint

$\"dtc-brands-hint\"$

Hint is nailing the strategy of bundling its products to drive sales. For example, Hint’s bundle for new customers contains 36 bottles for a 45% lower price than usual and suggests pre-selected flavors to remove decision fatigue.

$\"dtc-brands-hint-bundle\"$

Another example are new launch bundles. Nik Sharma, CEO of Sharma Brands, worked with Hint and noted the brand was ahead of the curve when it came to bundling new products.

The reason why is four-fold. These bundles include new flavors, keep the average order value high, remind the customer of the product variety, and hit the free shipping threshold. A win for Hint and a win for the customer.

29. Lovevery

$\"dtc-brands-lovevery\"$

Parents want the best for their kids, and knowing what “best” means can be challenging at the best of times.

Lovevery, a brand of toys and subscription boxes, takes this burden off parents’ shoulders. “We did all the research so you don’t have to,” its homepage promises.

Lovevery’s play kits work as a subscription service that delivers a set of toys every two or three months based on the age and developmental stage of the child, up to four years of age. This is a long time to serve a customer (in this case, both the parents and the child) and prove the subscription is worth it—a big task. Lovevery seems to hit the mark.

The brand also offers paid courses on topics like tummy time and weaning, as well as a free newsletter with activity ideas and child development insights based on the child’s age.

How Shopify can help your DTC brand grow

Selling directly to consumers gives you unlimited potential to reach new customers, full control of the purchase journey, and a chance to personalize every interaction.

Shopify makes it easy to run your DTC brand from a single platform. Out of the 15 fastest growing DTC brands ranked in 2PM’s DTC Power List, 13 are powered by Shopify:

$\"2pm\"$

\nJust like these brand examples, you can sell recurring subscriptions, ensure a seamless shopping experience on every channel (including social commerce and retail), create a loyalty program, and offer flexible delivery and payment options.

Want to see how companies like Lindt, Heinz, and Rebecca Minkoff are making this happen with Shopify, and how you can, too? Grab our direct-to-consumer guide to get started.\n

Get one step closer to selling directly to your customers using our guide

\nGet the guide

DTC Brands FAQ

What does DTC stand for?

DTC stands for direct-to-consumer, a business model where brands sell products straight to shoppers rather than through wholesalers or retail stores. It lets brands control pricing, packaging, and every customer touchpoint from purchase to delivery. Traditional retail relies on middlemen who mark up prices at each step, while DTC keeps the entire margin and customer relationship with the brand itself.

Is DTC growing?

DTC continues to expand as brands prioritize owning customer data and skipping channel middlemen. Ecommerce growth, sped up by the pandemic, made this approach practical for businesses of any size to run their own sales channel and build direct customer relationships without losing margin to intermediaries. Many brands that started as DTC-only now also sell through retail partners, blending channels rather than picking just one.

Do DTC brands still sell through retailers?

Yes, plenty of DTC brands now sell through retail partners too instead of staying online-only. Many DTC-labeled brands sell products in third-party retail stores, even as legacy brands increasingly sell directly to consumers online as well. Some digitally native brands have opened their own physical stores so shoppers can try products before buying. This blended approach doesn't erase the DTC label—it just means the term now describes a strategy rather than one fixed sales channel.

What's the difference between DTC and traditional retail?

The core difference is who owns the customer relationship and the data it generates—in a wholesale or retail model, the retailer controls pricing, merchandising, and customer interactions. In DTC, the brand controls every touchpoint from marketing to delivery, letting it test pricing and messaging directly. Traditional retail can offer wider shelf reach, but DTC gives brands more say over how their story and pricing get presented to shoppers.

How do DTC brands make money without wholesalers?

DTC brands earn more per unit sold because they skip the markups that wholesalers and retailers normally take, keeping that margin for themselves. In exchange, going DTC means the manufacturer takes on all retail-related responsibilities in addition to its original manufacturing and fulfillment duties, covering marketing, shipping, and customer service directly. Brands offset these added costs with higher margins per sale, first-party customer data, and pricing control that isn't dictated by a retail partner.

","The direct-to-consumer space is a busy one, yet some brands manage to stand out. Learn about the best of the best DTC companies and what makes them stand out.","

The direct-to-consumer space is a busy one, yet some brands manage to stand out. Learn about the best of the best DTC companies and what makes them stand out.

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Social media is the single most important channel for a retailer's marketing strategy. Studies show there were 5.22 billion social media users worldwide as of October 2024, representing approximately 64% of the global population. If you’re not already giving the option to shop on their favorite social apps, you might be missing out.

Social commerce is the strategy of marketing and selling your products through social media platforms. Sales through social media channels worldwide are expected to reach 20.8% in 2026—an opportunity that’s too good to miss.

With so much you need to do to make and keep your ecommerce business successful, social commerce may be the last thing on your list. That’s why in this guide, we go over what you need to know about social commerce platforms and features that make social commerce possible, plus a list of companies that have already mastered social commerce for you to learn from and get inspired.

Table of contents

Insights from over 875 million shoppers

Get access to the data and insights shaping ecommerce and how the biggest brands are driving growth.

\nDownload the guide\n

What is social commerce?

Social commerce is the process of selling products directly through your social media channels—platforms like Instagram, Facebook, Pinterest, and TikTok. Given that 94.5% of internet users log on to social media each month and that the average social media user is active on 6.8 platforms monthly, there’s huge potential to reach and convert new shoppers through your profiles.

Video, influencer marketing, and live shopping are the biggest strategies and trends shaping the social commerce sphere.

Social commerce makes it easy for people to buy at the moment they’re most interested in your product. It’s changing the way we buy because it removes the friction of leaving the social media app to search for the brand or product on Google. It gives customers everything they need to know and do to make a purchase inside the app.

Some platforms and locations even let merchants offer in-app checkout, meaning the customers can complete their order in the social media app instead of on the merchant’s website.

Nine social commerce examples

The best way to explore social commerce features and platforms is by diving into examples of companies that make the most of them. Here are 10 examples of social commerce excellence in the areas of fashion, beauty, home, and food.

1. 100% PURE

100% PURE, a natural and organic cosmetics retailer, is an international powerhouse. They launched from a farm in California and built a digital and physical presence in a dozen countries.

The brand maximizes their Pinterest presence with a storefront packed with hundreds of product-focused pins.

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On top of that, 100% PURE leverages Pinterest ads to show promoted pins to users browsing through other beauty brands and cosmetics-focused pins. In addition to Pinterest, 100% PURE is an Instagram force to be reckoned with. With over 273,000 followers, their photos, Reels, and videos make it easy for 100% PURE’s followers to discover and buy products while they browse the Instagram feed.

It’s no wonder that Ric Kostick, cofounder of 100% PURE, told Shopify: “In five years, we believe our ecommerce business will be eight times the size it is today.”

2. Milk Bar

Milk Bar started as a small bakery in New York City’s East Village in 2008, founded by celebrity chef Christina Tosi. Milk Bar has since grown into a nationwide ecommerce force, selling cakes, cookies, pies, and ice cream.

Before the beginning of the pandemic in 2020, 75% of Milk Bar’s revenue came from their physical stores, and the rest came from online sales. The pandemic changed that. Christina leaned on Instagram—and subsequently on its social commerce features—which has played a key role in Milk Bar’s success ever since.

Live videos, colorful product images, customer takeovers on Stories, and video tutorials are among the content formats Milk Bar leveraged to get in front of people during lockdowns, when they spent more time on social media than ever. With over 800,000 followers today, Milk Bar’s videos often get tens (and sometimes hundreds!) of thousands of views.

$\"\"$

This, of course, is a brilliant opportunity to feature related products from Milk Bar’s Instagram storefront. It’s a perfect combination of inspiration, engagement, and shoppability.

Milk Bar’s TikTok profile is packed with recipes and baking tips turned into colorful short-form videos. Many of them are sorted into playlists for easy binge-watching—a fun experience for Milk Bar’s more than 200,000 TikTok followers.

The simple call to action that points to desserts on Milk Bar’s website is a definite plus.

$\"\"$

3. JUNO & Co.

JUNO & Co. is a DTC beauty brand that uses TikTok to show how their innovative skincare products work. They’re extremely successful at it: the brand has almost 200,000 TikTok followers and millions of video views on the platform.

After JUNO & Co. joined Shopify’s pilot program for brands to sell their products on TikTok, they saw massive results. “We saw an immediate response. Our sales on TikTok are 10 times what we’ve gained from Instagram and Facebook,” Kyle Jiang, JUNO & CO.’s founder, told Inc. magazine.

$\"\"$

JUNO & Co.’s engaging videos include product how-tos, giveaway videos, launches, and educational videos. On Instagram, JUNO & Co. has a slightly lighter, more aesthetic approach. Feed posts are focused on inspiring, visually pleasing images, funny videos, and an occasional cross-posted video from TikTok with no product tags.

4. CLUSE

CLUSE is a fashion brand known for modern watches and jewelry. It was founded in 2009 in the Netherlands and launched a global ecommerce operation in 2014. Instagram was instrumental in CLUSE’s climb to global success.

CLUSE’s Instagram feed resembles a fashion magazine, combining closeups of jewelry and watches with photos of people wearing them. Many of the people on the feed are CLUSE customers, ambassadors, and influencers—an approach that played a massive role in CLUSE’s rise to ecommerce success.

$\"\"$

CLUSE brings attention to ambassadors on a dedicated ambassadors page on their website and invites people to use hashtags #CLUSE and #CLUSEclub in their Instagram profile, blending the website and Instagram experience together.

$\"\"$

5. Glamnetic

Glamnetic is a beauty retailer known for their magnetic lashes and press-on nails. They sell through their website and social channels, as well as in stores like Sephora, Ulta, and Nordstrom.

Glamnetic’s strongest social commerce suit is live shopping. The brand regularly runs live videos on Facebook, with product demonstrations and pro tips for their community, with exclusive offers for viewers.

$\"\"$

“My prediction is that in a couple years, the hottest role for a brand to hire is going to be a head of live shopping,” Kevin Gould, Glamnetic’s cofounder, said in Shopify’s 2022 Future of Commerce report. Glamnetic already employs someone in that role.

Beyond live shopping, Glamnetic takes full advantage of product pages, collections, and tags across all four platforms. Glamnetic is a Verified Merchant on Pinterest, has a rich storefront on Instagram, and embeds their Instagram posts on their homepage for a full-circle experience for its customers.

6. Rothy’s

Rothy’s is an eco-friendly fashion brand famous for their washable shoes and bags. Instagram (more than 300,000 followers) and Pinterest (over 10 million monthly views) are important factors in the brand’s marketing stack.

On Instagram, Rothy’s focuses on colorful lifestyle photos showing what their products look and feel like in everyday life. The majority of the photos have product tags, which take followers straight to the product page on Instagram.

On Pinterest, Rothy’s visuals are more muted, polished, and editorialized—while still aligning with the brand’s look and feel.

$\"\"$

Rothy’s uses Shopify’s integration with Pinterest to sync product details like names, descriptions, colors, and inventory levels. This enables them to run Pinterest ads that scale their reach and social commerce sales.

Kate Barrows, senior director of growth at Rothy’s, told AdExchanger: “One of the biggest benefits is that Rothy’s data in Pinterest is automatically updated as information changes in Shopify. If a product goes out of stock in Shopify, Pinterest’s feed automatically updates and stops serving ads for that product. Pinterest Shopping campaigns have helped us scale our advertising program efficiently.”

7. Snug

Snug is a London-based sofa-in-a-box company. Snug offers fast delivery and a 100-day trial, and drove much of their £31.6 million (about $41.4 million) 2021 revenue through social media.

Rob Bridgman, Snug’s founder and CEO, told Econsultancy that “people spend more time researching which sofa to buy than which house.” That’s why the brand doubles down on making such a big purchase simple and accessible—and uses social media like Instagram and Pinterest to reach potential buyers looking for inspiration and ideas.

Snug uses live shopping to create buzz around their products. In November 2021, the brand had a record hour of revenue during a live social-selling event on Instagram with comedian Katherine Ryan. This event saw a 450% uplift in sales compared to a similar event in March 2021.

Home décor is a huge category on Pinterest, and Snug built a strong Pinterest presence to take advantage of this. Snug is a Verified Merchant and reaches more than nine million people on Pinterest each month. Their Pinterest boards are categorized by terms Pinterest users often search for, like “sofas for small spaces” and “stylish sofas.”

Snug’s product-focused pins showcase sofas in real-life settings, along with product tags and names. Clicking on a product takes pinners to a product pin with a description and a button that leads to the website and easy checkout.

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8. CALPAK

CALPAK is a travel brand selling luggage, backpacks, duffels, and accessories. It was founded in 1989 and rebranded its products with a more modern look in 2013.

CALPAK’s bright Instagram feed reaches more than 380,000 followers. It’s no surprise that CALPAK gives these followers an array of options to view products, engage with the brand, and make a purchase.

For example, there are several product-focus highlights featuring previously published Stories, including those from customers and influencers. Profile visitors who are ready to purchase a CALPAK product can do so directly from their Instagram storefront through in-app checkout. An alternative option is tapping the link in CALPAK’s profile, right below the Shop Our Feed call to action.

CALPAK’s Instagram Reels are a mix of product teases and how-to videos with product tags for easy access to products, allowing visitors to browse, save, and buy.

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Finally, on Pinterest, CALPAK showcases their products in real-life settings with happy customers, organized by specific products.

9. Kylie Cosmetics

Kylie Cosmetics is a clean, vegan makeup and beauty brand created by Kylie Jenner. Kylie Cosmetics launched their first products in 2015 and helped turn Kylie Jenner into a billionaire by 2019.

The social media reach of Kylie Cosmetics is a definite outlier on this list, but it’s worth looking into and learning from. Kylie Cosmetics makes the most of Instagram’s commerce capabilities, with over 150 products and detailed descriptions. To showcase and promote those products, the brand partners with numerous influencers and tags the products in images and Reels.

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Kylie Cosmetics is also an integral part of TikTok Shopping. When Shopify announced a partnership with TikTok to bring ecommerce features to the app, Kylie Jenner said: “I built my business on social media; it’s where my fans go first to look for what’s new from Kylie Cosmetics. I have so much fun creating TikTok videos, and I love sharing posts of my fans using the products. That’s why I’m excited for Kylie Cosmetics to be one of the first to let customers shop directly on our TikTok!”

Kylie Cosmetics can tag their product in TikTok videos and send viewers to an in-app product page, which can then lead them to the website to make a purchase.

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What are the features of social commerce?

Brands can leverage social commerce in many different ways. Here are the key features and functionalities that make buying through social media possible and easy.

Storefronts on social profiles

Platforms like Instagram and Facebook let you create a rich social media storefront. In many ways, these storefronts can reflect the structure of your ecommerce website, with collections, product pages with detailed descriptions, and recommended products.

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Storefronts inside messaging apps

In much of the world, the storefront isn't a profile or a feed, it's a chat thread. Messaging apps like WhatsApp let shoppers browse a synced catalog, ask questions, and pay without leaving the conversation, the way many people already buy across Latin America, the Middle East, and parts of Asia.

\"The moment you expand into India, Brazil, the Middle East, or Southeast Asia, WhatsApp isn't a channel, it's the storefront,\" says Bianca Ho, cofounder and COO of Wati, a WhatsApp customer engagement platform. For brands planning international growth, that turns messaging from a support add-on into a primary place to sell.

Shoppable organic posts

Let your followers shop directly from your social media posts, like Instagram feed posts (images and videos), Instagram Stories, Instagram Reels, Pinterest pins, Facebook images and carousels, and TikTok videos. These posts look like regular images or videos, with an icon or a label in the corner that indicates there’s one or more products tagged in the post.

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Shoppable paid ads

Brands can choose to serve shoppable posts to a targeted audience by running paid social campaigns. Shoppable ads are often based on the products and categories a user has already viewed, so they can serve as a great reminder to continue the purchase.

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Branded influencer content

Influencers can also share shoppable posts, by tagging products in their feed posts or Instagram Stories. When a user taps on a product tag, they’re taken directly to the in-app product page on the brand’s profile. In other words, the product isn’t part of the influencer’s profile or shop, but of the brand’s. This is a great way to create a smooth shopping experience for customers who found you through an influencer.

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But influencers aren’t just helpful for brand awareness. They’re often part of a larger affiliate strategy. Brands with over $1 million GMV are increasingly seeing affiliate channels, like influencer partnerships, consistently act as a strong last-referring channel across industries and order values.

Globally, affiliate marketing ranks higher than ever in driving conversions, and it makes sense: 74% of consumers say they’ve been influenced to buy based on personal recommendations, which naturally includes influencers they follow and trust.

Live shopping

Live shopping merges live video and ecommerce. With live shopping, brands can create a fun, interactive livestream experience and promote their products, which viewers can then buy directly from the livestream.

Live shopping is big in the Asian market, where it reached about $171 billion in 2020. Slowly but surely, live shopping is expanding to Western countries, and it’s predicted to account for as much as 10% to 20% of all ecommerce by 2026. Brands like Aldo and Walmart ran live shopping events with success.

Content from social on brands’ social profiles and ecommerce websites

User-generated content (UGC) is a powerful tool for brands to merge organic posts by customers with the capabilities of social platforms. One way brands do this is by featuring their users’ posts on their social profiles, tagging the user and the products they’re wearing.

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Messaging capabilities from in-app product pages

In a physical store, potential customers can ask store assistants for help. On ecommerce websites, there’s a live chat option that plays the role of that store assistant. On social media, it comes down to DMs—the option to message a brand directly. The closer the messaging option is to the product or collection page, the smoother the experience will be for users.

How social media platforms enable social commerce

Let’s run through key features and capabilities of four key places to build a social commerce strategy: Instagram, Pinterest, Facebook, and TikTok.

Instagram

Instagram Shopping lets you take advantage of rich, diverse media formats and options to sell your products through the platform. You can:

Customize your storefront to sell and showcase your brand.
Curate products into themes like seasonal trends or new arrivals.
Display pricing, descriptions, and tagged content on Product Detail Pages.
Allow direct in-app purchases with Instagram Checkout.
Highlight products in Feed, Stories, Reels, and profile bios using Product Tags.
Boost shoppable posts with ads that include Product Tags.
Manage shop setup and product catalogs through Commerce Manager.
Collaborate with creators to promote products.
Access guides, case studies, and events.

One of Instagram’s strengths is its ability to mix content formats to maximize their reach and impact. For example, you can share image posts with product tags in Stories or in Instagram Guides.

Another example is turning a live video into a long-form video that permanently stays on your profile. This way, your product-focused content can get more mileage and make sales long after it was posted.

Shopping on Pinterest lets you upload your product catalog. If you want to show different products in different markets, you can upload multiple feeds to the same account.

From there, you can add a Pinterest tag to your website to measure conversions from Pinterest and optimize ads. Ads on Pinterest include social shopping ads with product descriptions, pricing, availability, and customer reviews, as well as collection ads with slideshows and videos for richer content.

You can apply for Pinterest’s Verified Merchant Program, which gives you an exclusive Verified Merchant badge, generates a Shop tab on your profile, and shows your products as related pins.

If your store is on Shopify, you can connect it to Pinterest right within Shopify and automatically add your catalog to Pinterest and set up all the back end you need to sell on the platform.

Facebook

Once you have a Facebook page, you can create a Facebook shop and add your products to it. Similarly to Instagram, you can direct users to your shop from the top of your profile with a prominent button.

Users can discover your shop and products through product tags in Stories and ads. In your Facebook shop, they can browse product collections, view product descriptions, save products to their wish list, place an order (in-app in the US or on the website), and message you about a specific product.

TikTok

TikTok is the newest social media platform to implement social commerce capabilities for merchants. Through TikTok’s integration with Shopify, you can add a Shop tab to your profile and sync it with your product catalog, if you have a TikTok For Business account.

In regions where TikTok Shop is available (like the UK), sellers can sign up with a phone number or email address—no existing follower count required—to unlock benefits like reduced commissions, no product-listing fees, and direct support from TikTok Shop Experts. You can create live shopping events where viewers purchase in real time, or embed products right into short-form videos so shoppers can tap and buy without leaving the app.

Merchants also have access to resources like feature guides, seller campaigns (e.g., Black Friday promos), and educational courses to help optimize live events, short videos, and in-app store layouts. Once you reach certain sales milestones, TikTok connects you with dedicated account managers for one-on-one coaching.

TikTok also lets you run ads and target demographics, location, and behaviors as broad or defined as you want. With the TikTok pixel, you can track performance of your ads and find opportunities for even better results.

YouTube

YouTube is rapidly becoming a social commerce channel thanks to features like YouTube Shopping, product tagging, and live shopping events. Eligible creators can connect their store, whether it’s a merch provider or another retailer, directly to YouTube.

YouTube also offers multiple tools to promote products, including:

Tagging products in videos, Shorts, and livestreams
Featuring products in a dedicated channel store
Adding products to video descriptions
Surfacing a product shelf directly under each piece of content

For instance, if you’re a fashion retailer, you can display curated product listings under your latest try-on haul, or if you’re a beauty influencer, you can tag products from your store for viewers to purchase without leaving YouTube. These items can show up in a special Shopping button, making it simple for potential buyers to explore item details (like color or size).

The Shop network and social commerce

The Shop network includes the Shop app, Shop Pay, Shop Pay Installments, Shop Campaigns, and Shop Cash. It’s a mobile-first shopping channel and digital wallet used by more than 150 million shoppers worldwide, and it’s growing fast.

In 2023 alone, the number of buyers purchasing on Shop increased 260%, fueled by features like quick checkout with Shop Pay (chosen 68% of the time when available) and flexible payment options via Shop Pay Installments.

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If you already serve customers in the US, chances are 43% of them are Shop Pay users (32% in Canada, 25% in the UK, and 31% in Australia). Why? Because Shop Pay provides a checkout flow that can convert up to 50% better than typical or guest checkout, outpacing other accelerated solutions by as much as 10%.

Once customers buy through Shop, they’re significantly more likely to come back: 59% of orders on the Shop app are from return buyers, while 20% of orders are from buyers who previously purchased from the same business on Shop. Among the top 100 brands using the app, these repeat shoppers make another purchase up to 6.3 times faster than those who only visit a standalone Shopify website.

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Shop Campaigns are another powerful growth engine. They help brands increase new customer acquisition by up to 24%, with half of participating businesses capturing a first order within just 48 hours.

In 2023, Shop Campaigns helped brands acquire over one million new customers—and by the 2024 holiday season, more than 10,000 brands saw new shoppers flow in. Orders via Shop Campaigns even tripled between Black Friday 2023 and Black Friday 2024.

Insights from over 875 million shoppers

Get access to the data and insights shaping ecommerce and how the biggest brands are driving growth.

\nDownload the guide\n

How Shopify can power up your social commerce

Social commerce can bring your community, customer loyalty, sales, revenue, and brand awareness to the next level. Just like with many of the brands we covered, it can be the foundation for explosive growth.

When it comes to executing a social commerce strategy, Shopify merchants have an advantage. On Shopify, you can create, run, and optimize social campaigns on Instagram, Facebook, and TikTok from within your admin and turn them into your shop’s sales channels. For example, Shopify makes it easy to create product links, in-feed ads, and a shopping tab to your TikTok profile.

Beyond that, Shopify’s advanced segmentation and first-party data capabilities help you connect with the right audiences at the right time. You can build customer segments in minutes using ShopifyQL and keep them updated across your entire ecosystem, so you always have accurate data to fuel your social commerce.

Finally, Shopify Audiences supercharges your ads by tapping into a data co-op from participating businesses. You can generate specialized lists like Retargeting Boost to reach those who engaged but didn’t buy yet, or Existing Customer to win repeat purchases, all proven to enhance returns on your marketing investment.

In fact, campaigns using the latest Retargeting Boost lists have seen up to two times more orders per marketing dollar, and using Audiences for awareness campaigns can reduce customer acquisition costs by up to 50%.

Together, these Shopify tools provide you with the data, targeting, and automation needed to maximize every social commerce opportunity.

Social Commerce Examples FAQ

What is social commerce with an example?

Social commerce means selling products directly through social media platforms, so shoppers can discover and buy without leaving the app. A clothing brand tagging products in an Instagram post is a common example: followers tap the tag, view pricing and details, and check out right inside Instagram.

Is Facebook a social commerce platform?

Facebook qualifies as a social commerce platform through its built-in Shop feature, which lets businesses list products and organize them into collections. Shoppers can browse a Facebook shop, save items to a wish list, message the seller about a product, and place an order in-app or on the brand's website.

What is an example of social selling?

A common example of social selling is a beauty brand embedding products directly into short-form TikTok Shop videos, letting viewers discover and purchase without leaving the app. Social selling centers on building relationships and driving interest through content, while social commerce is the checkout mechanism that completes the sale.

Is Amazon considered social commerce?

Amazon isn't a social network, so it doesn't fit the traditional definition of social commerce. It does include social-like features, such as customer reviews, influencer storefronts, and live streams, which blend ecommerce with elements of social engagement without making it a true social commerce platform.

What's the difference between social commerce and social selling?

Social commerce refers to the in-app tools, like storefronts and checkout, that let customers complete a purchase without leaving a social platform. Social selling is the broader practice of using social content and relationships to drive interest in products, which may still send the buyer to a website to finish the purchase.

Do you need a large following to succeed with social commerce?

A large following helps but isn't required to start selling through social commerce. On platforms like TikTok Shop in regions where it's available, sellers can sign up with just a phone number or email, with no existing follower count required, and still access reduced commissions and dedicated seller support.

","Social commerce examples from brands like 100% PURE, Milk Bar, and others show how Instagram, Pinterest, TikTok, and Facebook drive real ecommerce sales.","

Social commerce examples from brands like 100% PURE, Milk Bar, and others show how Instagram, Pinterest, TikTok, and Facebook drive real ecommerce sales.

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You’re here because you’re looking for how-tos and inspiration from ecommerce leaders who’ve been through it all. Ecommerce podcasts are a great way to get that, but there are hundreds to choose from, so where do you start?

Ahead, discover 18 of the best ecommerce podcasts, featuring people of diverse backgrounds and experiences.

You’ll hear about experiments, failures, and successes, while receiving actionable takeaways in product strategy, marketing, pricing, fulfillment, and global commerce. Listen to these ecommerce podcasts to learn from leaders of ambitious DTC brands, fast-growing CPG companies, and massive retailers, plus the agencies and platforms that support them.

These are stories and tips from ecommerce experts who’ve done the work. Let’s dive in.

What is an ecommerce podcast?

An ecommerce podcast is a fantastic way to get actionable business advice and gain a deeper understanding of the ecommerce space. It’s an audio-style content format that features stories, strategies, and playbooks of thriving online businesses.

There are several types of ecommerce podcasts that can help you on your ecommerce journey, including structured interviews, conversational podcasts, solo episodes, and roundtable podcasts.

What topics can you expect to find in ecommerce podcasts?

Although what makes the best ecommerce podcasts will vary to different types of listeners (and their ecommerce needs), you’re guaranteed to find what you need among these categories and topics:

Ecommerce founder stories, including building an ecommerce brand as well as selling, scaling, pivoting, or shutting it down
Ecommerce marketing, from SEO and paid ads to organic social media growth and email list building
Customer experience, including checkout experiences, loyalty programs, and post-purchase email strategy
Ecommerce operations, like supply chain logistics, inventory management, and product sourcing
Ecommerce news and industry updates

A successful ecommerce business is made of many moving pieces—ecommerce podcasts cover them all.

18 ecommerce podcasts you shouldn’t miss

1. Shopify Masters

Shopify Masters is Shopify’s very own ecommerce business and marketing podcast. Twice a week, Shuang Esther Shan chats with entrepreneurs and industry experts on what it takes to turn your business idea into a thriving company.

Hear insightful conversations about global presence as a retailer, DTC business strategy, brand partnerships and influencer marketing, finding and owning your niche, building a powerful content strategy, ecommerce logistics, and many other aspects that make up successful ecommerce businesses.

Who should listen to Shopify Masters? Ecommerce marketing pros and founders. Start with this episode on three ways to set your brand apart, with Jash Mehta of Pop & Bottle.

2. The Ecommerce Playbook by Taylor Holiday and Richard Gaffin

The Ecommerce Playbook is run by the folks at Common Thread Collective, an ecommerce growth agency focusing on profitable scalability. Taylor and Richard provide insight from the agency’s portfolio of growing DTC businesses.

Each weekly podcast episode is an injection of in-depth ecommerce lessons. Topics include customer retention, various marketing strategies, customer value, inventory management, and more. Grab actionable advice from hosts and guests in around 45 minutes per episode.

Who should listen to The Ecommerce Playbook? Ecommerce business owners, strategists, and marketers. Start with this episode about a system to execute the tasks that support your growth on a daily basis.

3. Brave Commerce by Rachel Tipograph and Sarah Hofstetter

Brave Commerce is Adweek’s podcast featuring conversations with leaders from the largest ecommerce brands in the world, including Walmart, Supergoop!, Ferrero, and Danone.

Their tips are worth millions in sales. You’ll hear about omnichannel journeys, modern CPGs, improving fulfillment and inventory management, outstanding customer experiences, and building a global ecommerce brand in regional marketplaces.

Episodes are fast-paced and focused, diving right into the point. Hosts ask the ideal questions to unpack success stories of ecommerce giants so you can apply their knowledge to your business. You can use many of these lessons across other teams and functions, too. This is the podcast you’ll want to forward to your employees and fellow team leads time and time again.

Who should listen to Brave Commerce? CMOs and heads of ecommerce. Start with this episode on innovation, customer acquisition, and a strong brand foundation.

4. Future Commerce by Phillip Jackson and Brian Lange

The Future Commerce podcast is made for online businesses who want to go deeper than conversation optimization and following step-by-step playbooks. It explores industry trends in DTC, retail, and ecommerce, and the impact they have on the world.

Episodes dive into what it means to sell or buy products online, how commerce and media influence the culture, what customers crave and how they shop, how to build a sustainable ecommerce business, and more. The best part? They’re insightful, entertaining, and informative all at once.

Who should listen to Future Commerce? All ecommerce pros, including ecommerce owners, who care about their business in the long run. Start with this episode on ButcherBox, a company that makes decision on real customer insights.

5. The Kara Goldin Show by Kara Goldin

The Kara Goldin Show’s eponymous host has a unique interviewing style that brings out valuable insights from her guests while adding her own lessons from growing Hint, her flavored water company. These episodes will inspire you to hire great people, take risks, win small daily battles, follow counterintuitive ideas, and persevere when it’s hard.

You’ll love this podcast whether you’re brand new to business or a seasoned ecommerce entrepreneur. If you’re craving to hear stories of ecommerce pros, jump into interviews with executives from Allbirds, Sleepy Bear, Wander Beauty, and Lively.

Who should listen to The Kara Goldin Show? Ecommerce executives and entrepreneurs. Start with this episode on how Tim Brown built Allbirds from scratch.

6. Ecommerce Conversations by Eric Bandholz and Practical Ecommerce

Ecommerce Conversations is a weekly podcast run by Practical Ecommerce, a library of resources for online merchants. It’s hosted by Eric Bandholz, the CEO and founder of a beard-care company Beardbrand. On the podcast, he speaks with inspiring ecommerce entrepreneurs and execs about the good, the bad, and the ugly parts of running an online business.

Now more than 400 episodes in, Eric speaks to founders, marketing experts, and ecommerce professionals from all niches, including home goods, hygiene, pet food and accessories, CBD, food and beverage, fashion, automotive—the list goes on. On top of that, you’ll hear from agency founders with rich ecommerce experience.

Who should listen to Ecommerce Conversations? Ecommerce marketers, operation specialists, and founders. Start with this episode on running a business after childbirth with Elizabeth Mercer.

7. The Product Entrepreneur Podcast by Maureen Mwangi

Maureen Mwangi is a brand growth strategist behind brands like L’Oréal, Chobani, and Dove, and shares her expertise on The Product Entrepreneur Podcast.

Maureen combines solo episodes and interviews with guests like ecommerce founders and growth consultants. It makes this podcast the go-to for ecommerce professionals in fast-growing brands looking to master their digital marketing, retail, and ecommerce strategies.

Who should listen to The Product Entrepreneur Podcast? Marketers and ecommerce leads in companies looking for sustainable business growth. Start with this episode on how to get customers to choose your product over your competitors’.

8. eCommerce Evolution Podcast by Brett Curry

eCommerce Evolution is a podcast by OMG Commerce, an ecommerce marketing agency, hosted by its CEO, Brett Curry. It taps into the years of experience of its ecommerce industry expert guests, touching on topics such as brand building, profitability, social and search ads, email marketing, scaling, and beyond.

Want your landing pages to bring more results or your Google and YouTube ads to convert better? Want to know the role and impact of AI for your ecommerce business or what it takes to grow organically and make the right decisions? You’ll find exactly what you need in these 45-minute podcast episodes.

Who should listen to eCommerce Evolution? Ecommerce strategists and marketers. Start with this episode on organic YouTube growth with Liz Germain.

9. The CPG Guys by Peter V.S. Bond, Sri Rajagopalan, and Bryan Gildenberg

The CPG Guys podcast is a must-listen for anyone working in consumer packaged goods. Peter is a consumer loyalty expert, Sri is a CPG ecommerce icon, and Bryan is a retail strategy expert. Together, they explore how brands and retailers engage with consumers in-store, online, and in between.

The trio approach CPG in an informative yet lighthearted and engaging way. Their guests range from massive CPG brands like Mars and PepsiCo to experts from the tech and agency world that fuels CPG. This includes NielsenIQ, Ipsos, Label Insight, and Chicory. Use this unique mix of views, careers, and experiences to uplevel your business through channel optimization, advertising, market research, personalization, SEO, and more.

Who should listen to The CPG Guys? Heads of ecommerce and marketers in CPG brands. Start with this episode on building a retail media business with Shawn McGahee.

10. Ecommerce Influence by Lily Ackerly and Austin Brawn

Ecommerce Influence is run by Brand Growth Experts, an agency behind fast-growing ecommerce stores like MVMT and Pura Vida. It’s packed with strategies and quick wins aimed at ecommerce companies who want to grow to seven figures and beyond.

Although this podcast stopped publishing new episodes in 2022, you can—and should—jump into its nearly 400-episode library. It covers categories like productivity, content marketing, SEO, hiring, Facebook ads, influencer marketing, and email marketing—a marketer’s dream mix of topics.

Who should listen to Ecommerce Influence? Ecommerce marketers across all disciplines and channels. Start with this episode on social commerce and live shopping with Max Drut.

11. eCommerce Lifestyle by Anton Kraly

The eCommerce Lifestyle podcast is made for ecommerce store owners who want to increase revenue, automate operations, and become the authority in their niche. Its mission is to empower freedom through entrepreneurship.

Anton Kraly focuses on many aspects of running a dropshipping business, including finding the right niche and products, setting up your store’s tech stack (including Shopify), supply chain and inventory management, and running ads that drive meaningful traffic to your online store.

Who should listen to eCommerce Lifestyle? Dropshipping business owners and those who want to become one. Start with this episode on adopting an alternative term to dropshipping for more success as a business owner.

12. My Wife Quit Her Job by Steve Chou

My Wife Quit Her Job is a podcast about entrepreneurs who quit their jobs to start successful online businesses. Steve Chou leverages his experience running two seven-figure businesses and interviews entrepreneurs to unpack the strategies that lead to success, altering between solo episodes and interviews.

Across hundreds of episodes, you can learn about selling on Amazon, sourcing products, productivity as an entrepreneur, building your ecommerce tech setup, and generating results from social media, podcasting, YouTube, SEO, blogging, and email marketing. Steve digs deep and extracts every detail from his guests so you can implement actionable tips.

Who should listen to My Wife Quit Her Job? Ecommerce founders looking for exact growth strategies. Start with this episode on using ads to scale your ecommerce company, with David Herrmann.

13. Honest Ecommerce by Chase Clymer

Honest Ecommerce features interviews with successful business owners, marketers at ecommerce businesses, agency owners, and industry experts from ecommerce-adjacent software (think SMS marketing or tax compliance).

In around 30 minutes per episode, you’ll hear about the unexpected wins and raw lessons that helped others grow and scale ecommerce businesses. You can use what you learn to take smart action with your online store. It’s a weekly podcast with some bonus episodes on top of that—plenty to jump into.

Who should listen to the Honest Ecommerce podcast? Ecommerce entrepreneurs, marketers, and strategists. Start with this episode on how playbooks from other brands don’t work for everyone.

14. EcomCrew by Mike Jackness and Dave Bryant

EcomCrew is hosted by seven-figure store owners Mike Jackness and Dave Bryant. Thanks to their combined experience, they tackle topics and core challenges of ecommerce owners and marketers. That includes product launches, ecommerce marketing, and the behind-the-scenes operations of a successful ecommerce merchants.

Hundreds of reviews reveal the best way to listen to the EcomCrew podcast: pick an episode with a title that resonates with you, listen to it, pause it at the end, and try out what you learned. These experiments have made a huge difference on ecommerce businesses like yours, and you can choose from more than 500 episodes.

Who should listen to the EcomCrew podcast? Ecommerce founders, operations managers, and CMOs. Start with this episode on product development, with Hasan Hasmani.

15. The $100 MBA Show by Omar Zenhom

The $100 MBA Show counts more than 2,300 (!) episodes and over a million monthly downloads. Omar Zenhom, co-founder of WebinarNinja, shares real-world business lessons packaged into 10- to 20-minute episodes.

Omar’s background in software and tech warrants some startup-specific episodes, but most are universal to business leaders looking for concepts, examples, and insights around running a successful business. Dive into actionable tips on topics like audience building, customer support, failed payments, customer retention, and inventory management.

Who should listen to The $100 MBA Show? Heads of digital marketing, ecommerce, people ops, and customer support, and ecommerce founders. Start with this episode on what makes a thriving customer support team.

16. eCommerce Fastlane by Steve Hutt

The eCommerce Fastlane podcast is hosted by Steve Hutt, a Shopify expert and an industry leader. Learn about the technical aspects and in-depth ecommerce marketing tactics to grow your revenue, profitability, and customer loyalty.

There are some 300 episodes at your disposal. Dive into automation, your store’s code, the role of AI, and tools that will help you future-proof your ecommerce store and run its every aspect smoothly. If you’re looking for marketing techniques to try, you can learn about customer engagement, SEO, conversion rates, Instagram, loyalty programs, retention, referral marketing, and the power of content.

Who should listen to the eCommerce Fastlane podcast? Ecommerce engineers and marketers. Start with this episode on leveraging partnerships as an ecommerce marketing strategy, with Cristy Ebert Garcia.

17. ModernRetail Podcast by Cale Weissman

ModernRetail, a podcast by Digiday, uncovers unique stories and experiences of retailers of all types. It’s a weekly podcast that hears from executives in the retail space, from legacy companies to the new world of DTC startups

Hear from executives at brands like Crocs, Levi’s, Bacardi, and Casper. They’ll show you how to look for ideas in unlikely places, winning in legacy markets like furniture and cleaning products, and working with micro-influencers. Many of these episodes will show you how brands of all sizes and maturity levels reinvented themselves and/or disrupted their industry.

Who should listen to the ModernRetail Podcast? Executives in legacy retail and DTC companies. Start with this episode on growing a DTC brand with paid social, with Ryan Bartlett of True Classic.

18. DTC POD by Jay Desai and Ramon Berrios

DTC POD is run by Trend, a UGC platform and content creator network. This weekly ecommerce podcast is every marketer’s dream.

Take a peek behind the scenes of DTC brands that went through rapid growth, including West Elm, Native Deodorant, and Ettitude. DTC founders talk about the steps they took, the mistakes they made, and the experiments that led to success stories. Ecommerce experts like consultants and ecommerce platform founders dig into specific processes and strategies that fuel DTC brands and their growth.

Hosts also take on some solo episodes, covering how-tos and examples on topics like competitor research strategy, welcome emails, product categories, and marketing calendars, making DTC POD a go-to resource for DTC marketers and influencers.

Who should listen to DTC POD? Marketers and ecommerce operations pros in DTC and CPG brands, and influencers. Start with this episode on product sourcing and development with Nathan Resnick.

Make your podcast playlist better

Which podcast(s) resonated with you the most? Make sure to add them to your podcast playlist so you can jump in as early as your next break.

You have a chance to eavesdrop on intimate, impactful conversations about unique ecommerce experiences—don’t miss it! Shopify Masters, Shopify's very own podcast, is there for you whenever you’re ready.

Illustration by Diego Blanco

","Ecommerce podcasts are among the best, most efficient ways to learn from (and about) ecommerce brands who’ve achieved big things. Check out the 21 we recommend.","

Ecommerce podcasts are among the best, most efficient ways to learn from (and about) ecommerce brands who’ve achieved big things. Check out the 21 we recommend.

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Illustration by Diego Blanco

Wouldn’t it be excellent if you could see how ecommerce leaders tackle the challenges you face on a daily basis in your business? How about hearing from experts who’ve worked with dozens or hundreds of merchants, who know exactly what it takes to succeed?

Luckily, you can. These ecommerce pros are on Twitter, LinkedIn, and TikTok, sharing (almost) everything they know about ecommerce marketing, operations, fulfillment, copy, research, and trends.

You’re just a click away from adding them to your regular content diet. Jump into our list of 15 influential voices in ecommerce, broken down into these sections:

Ecommerce marketing influencers

This is the category for you if you want to get more out of your marketing, including your website copy, emails, text messages, and overall marketing strategies. Ecommerce marketers—this is your section to dig into.

1. Chase Dimond

Why should you follow Chase Dimond?

Chase Dimond is co-founder of Structured Agency, an email marketing agency for ecommerce brands which has generated more than $150 million in email attributable revenue since 2018.

He regularly shares his experience, action steps, and easy-to-implement tips on setting up email marketing as an ecommerce brand the right way.

Topics include copywriting tips, cart abandonment, welcome email sequences, subject line ideas, and subscriber engagement. These threads are long, packed with examples, and always share simple ways to implement given tips.

Follow Chase on Twitter and LinkedIn, subscribe to his weekly newsletter, or grab his paid email campaign calendar subscription.

Great place to start:

This Twitter thread on the 10 psychology principles for better marketing results.

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2. Connie Cen

Why should you follow Connie Cen?

Connie Cen is the founder and CEO of Rocketeer Media, an email and SMS marketing agency for ecommerce brands. Since launching, the agency has brought more than $10 million of attributable revenue to its clients.

Connie shares results from her marketing campaigns and tips based on those results, as well as analyses of other brands’ marketing strategies, why they’ve worked, and how you can try them out.

She previously ran an ecommerce brand that became popular thanks to TikTok, and sold it to an Inc. 5000 company. Connie knows what she’s doing, and she’s sharing everything she learned.

Follow Connie on Twitter, TikTok, and LinkedIn.

Great place to start:

This tweet about designing marketing emails with intention.

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3. Nik Sharma

Why should you follow Nik Sharma?

Nik Sharma is an investor, adviser, and operator for some of the fastest-growing DTC brands, including JuneShine, Levels, Feastables, and Caraway. His Twitter profile is an endless source of practical ecommerce tips.

Nik shares his client wins, experiments, and lessons. His Twitter threads share a small piece of advice, then break it down into actionable steps with context, recommended tools, and expected outcomes.

Nik also runs a newsletter with DTC updates, software recommendations, marketing tactics, and more, simplified into a five-minute read. It’s the ultimate DTC rundown for busy, ambitious DTC pros.

Follow Nik on Twitter and subscribe to his weekly newsletter.

Great place to start:

This Twitter thread breaking down the marketing strategy fashion brand Aritzia uses.

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4. Kaleigh Moore

Why should you follow Kaleigh Moore?

Kaleigh Moore writes SEO-focused blog content for ecommerce platforms and companies that make ecommerce software. She has bylines in publications like Forbes, Vogue Business, Entrepreneur, and Inc.

Her tweets are the intersection of ecommerce insights, tips on writing and freelancing, and advice for content teams who want to scale with freelancers.

Following Kaleigh will give you instant insight into what makes a strong content team, what impactful writing looks like, and what’s trending in the world of ecommerce and retail.

Follow Kaleigh on Twitter and LinkedIn, and subscribe to her newsletter about writing.

Great place to start:

This tweet on what makes good product copy, with an example.

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Ecommerce operations and strategy influencers

This part best serves ecommerce founders, heads of ecommerce, heads of operations, and anyone looking to streamline the way their online store is set up. If you’re into fulfillment, inventory, supply chain, and metrics that reflect a thriving business, you’re in the right place.

5. Sara Du

Why should you follow Sara Du?

Sara Du is the CEO and co-founder of Alloy Automation, an automation solution for ecommerce marketers. Sara made it to the Forbes 30 Under 30 list, along with her co-founder, Gregg Mojica.

Sara shares her own experiences and goals as a founder—an excellent reason for commerce owners and executives to follow her and get a regular boost of positive energy.

Whenever she appears on podcasts, panels, and workshops, she announces them on her LinkedIn. Her appearances are always on topics relevant to digital-first commerce brands, like operations and fulfillment, and how integrations and automation fit into that picture.

Follow Sara on LinkedIn and Twitter.

Great place to start:

This LinkedIn post about the very beginning of Alloy Automation.

6. Harshida Acharya

Why should you follow Harshida Acharya?

Harshida Acharya is a partner at Fulfillment IQ, a supply chain consultancy for ecommerce brands, retailers, and third-party logistics (3PL) companies.

Her feed is packed with deep dives into all things ecommerce logistics and supply chain, including warehouse operations, inventory management, finding the right partners, using automation, and more. She also touches on topics of entrepreneurship and diversity.

Harshida is a true subject matter expert and she’s selflessly sharing so many excellent resources you can use to improve your ecommerce operations.

Follow Harshida on LinkedIn.

Great place to start:

This LinkedIn post on inventory management challenges.

7. Joe Spisak

Why should you follow Joe Spisak?

Joe Spisak is the founder and CEO of Fulfill.com, a digital marketplace that helps companies find the right 3PL partner based on their needs. Before Fulfill.com, he founded and was the CEO of ShipDaddy, a fulfillment solution for ecommerce companies.

Once you follow Joe, your daily scroll will get an injection of his tips on nailing your ecommerce logistics and being confident in your business, along with a sprinkle of his personal life and growth.

Joe’s tips are solid and actionable, his tone is encouraging, and his mood is contagious. If you want to level up your ecommerce operations, that’s the perfect mix.

Follow Joe on Twitter and LinkedIn.

Great place to start:

This Twitter thread on finding a great long-term fulfillment partner.

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8. Taylor Holiday

Why should you follow Taylor Holiday?

Taylor Holiday is the CEO of Common Thread Collective, an ecommerce growth agency that focuses on making its clients profitable and scalable.

Taylor is the person to follow if you love the nitty gritty aspect of ecommerce—metrics and how they correlate to each other, experiments, and deep dives into what works and what doesn’t in ecommerce, with real-life examples.

He also sparks productive discussions with fellow ecommerce pros that end up educating his audience on a specific ecommerce topic or issue, and regularly shares clips and teachings from the agency’s podcast, called The Ecommerce Playbook.

Follow Taylor on Twitter and LinkedIn.

Great place to start:

This tweet about creative metrics and how they relate to financial results, along with replies to it.

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Ecommerce founders

Want to see your experiences as a founder validated? Crave some inspiration when things feel tough? Ecommerce founders, this is a category of your fellow founders who share their wins, losses, and lessons.

9. Caleb Ulffers

Why should you follow Caleb Ulffers?

Caleb Ulffers is the co-founder and CEO of Haven Athletic, a brand of gym bags that help athletes stay organized.

Caleb shares his brand’s milestones, campaigns, challenges, and successes—like hitting seven figures in early 2023 or finding out another brand was copying Haven Athletic’s products.

He also asks questions about things he wants to improve for the brand, and retweets customer feedback and praise to showcase product features that set the brand apart. If you want to be inspired through the good and the bad you experience as a founder, this might be exactly what you need.

Follow Caleb on Twitter.

Great place to start:

This tweet about hitting the highest sales day to date.

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10. Dianna Allen-Blalock

Why should you follow Dianna Allen-Blalock?

Dianna Allen-Blalock is the founder of TERRA, a home fragrance brand, as well as Inventora, an inventory management system for makers and manufacturers.

Dianna’s feed is a refreshing stream of experiences of a business owner, raw and real—hitting six figures back in 2021, expanding into a warehouse, preparing for a trade show, and upgrading the equipment she uses to make her products.

If you crave a sense of comfort about what you’re doing and where you’re heading in your ecommerce business, you’ll want to check out Dianna.

Follow Dianna on Twitter.

Great place to start:

This tweet about the opportunity to bring product into Target and other retailers.

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11. Davie Fogarty

Why should you follow Davie Fogarty?

Davie Fogarty is founder of the Davie Group, the organization behind ecommerce brands like The Oodie (oversized wearable blankets), Pupnaps (pet beds), and Calming Blankets (weighted blankets). The Oodie alone brought more than $400 million in revenue as of 2022.

On Twitter, Davie shares tips on ecommerce marketing, working with agencies, productivity, hiring, and revenue growth, based on his experience growing his own ecommerce brands. On Instagram, you’ll find his takes and guides on those topics in video format.

And you’ll find over 150 video guides on his YouTube, covering detailed topics like holiday sales, product sourcing, Facebook ads, and email marketing.

Follow Davie on Twitter, Instagram, and YouTube.

Great place to start:

This Twitter thread on five questions your customers should be able to answer about you.

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12. Haley Pavone

Why should you follow Haley Pavone?

Haley Pavone is the founder and CEO of Pashion Footwear, a brand of convertible heels. She made it to the Forbes 30 Under 30 list in 2022 and appeared on Shark Tank.

Pashion Footwear took the world of heels by storm, seeing a 450% year-over-year growth in 2021 and its first profits in 2022. Haley is hyper-present on social media and shows the brand’s products, milestones, challenges, updates, and day-to-day experiences as an ecommerce founder.

She’s particularly great at connecting with the Pashion Footwear community on TikTok, replying to questions and feedback daily.

Follow Haley on TikTok, Instagram, and LinkedIn.

Great place to start:

This LinkedIn post on the role of luck in entrepreneurship.

Ecommerce Shopify influencers

If you’re a Shopify merchant, these are the accounts you’ll want to see often. They share Shopify-specific tips, setups, and guides to help you better understand and make the most of your Shopify store.

13. Kurt Elster

Why should you follow Kurt Elster?

Kurt Elster is a senior ecommerce consultant, a Shopify expert since 2012, and the host of The Unofficial Shopify Podcast.

His content is tailored to Shopify store owners, so you’ll see him share updates, podcast clips, tips on upgrading your tech stack, step-by-step tutorials, and questions that spark replies and help him find new topics to cover in his content.

Want to take your Shopify setup to the next level? This might just be the account you need on your social media feed.

Follow Kurt on LinkedIn and Twitter.

Great place to start:

This LinkedIn post on prioritizing average order value over conversion rate.

14. Krissie Claire

Why should you follow Krissie Claire?

Krissie Claire is the founder of Kollectify, a digital marketing agency focused on Shopify developers. The agency positions itself as zero waste, meaning it takes a mindful approach to online marketing that not only speeds up websites and the buying process, but also reduces carbon emissions.

Krissie shares the behind the scenes of working with Shopify app teams, including tips on content strategy, paid ads, app store optimization, and competitor research.

If you’re a Shopify developer or a merchant that wants to get an insight into how Shopify apps work behind the scenes, Krissie is your person.

Follow Krissie on LinkedIn.

Great place to start:

This LinkedIn post about a content marketing strategy for Shopify apps.

15. Jeremy Horowitz

Why should you follow Jeremy Horowitz?

Jeremy Horowitz is a senior partner marketing manager at Gorgias, an integrated help desk solution for online stores and a Shopify Plus partner.

When you spend any amount of time on Jeremy’s LinkedIn, you’ll find reasons to follow him quickly. He unpacks ecommerce topics into a mountain of details, from marketing and financial aspects to his own experiences as both a manager and a consumer.

But the best part of it all is the way he dissects Shopify brands, their numbers, and their strategies. He wraps up each post with lessons or tips he’d apply to situations he covered—it’s gold.

Follow Jeremy on LinkedIn and subscribe to his ecommerce newsletter.

Great place to start:

This LinkedIn post on the success of Steve Madden.

Ready to improve your social media feeds?

Your daily scroll is about to get instantly better. Fill your Twitter, LinkedIn, Instagram, and TikTok with tried and true tips, experiences, best reads, and practical tips you can take to your team (almost) instantly.

Ecommerce influencers FAQ

Who are the best ecommerce influencers?

Depending on what your current goals in ecommerce are, you’ll like ecommerce influencers like:

Chase Dimond for email marketing

Connie Cen for SMS marketing

Harshida Acharya for supply chain and ecommerce logistics

Taylor Holiday for ecommerce growth

Caleb Ulffers for milestones and challenges of an ecommerce founder

Haley Pavone for building a strong community around a brand

Kurt Elster for all things Shopify

Who are the best ecommerce founders to follow?

The best ecommerce founders to follow include:

Caleb Ulffers, the co-founder and CEO of Haven Athletics

Dianna Allen-Blalock, the founder of TERRA

Davie Fogarty, the founder of The Oodie

Haley Pavone, the founder and CEO of Pashion Footwear

Who should I follow on Twitter for ecommerce?

Here are some of the best ecommerce pros to follow on Twitter:

Kaleigh Moore, Nik Sharma, and Connie Cen for marketing strategies and copy tips

Sara Du and Joe Spisak for ecommerce logistics, fulfillment, inventory, and automation tips

Caleb Ulffers, Dianna Allen-Blalock, and Davie Fogarty for a founder’s perspective

Kurt Elster for Shopify expertise

Who are the top Shopify influencers?

Follow these people for tips on all things Shopify, including tutorials, tech stack, and optimization:

Kurt Elster, a senior ecommerce consultant and the host of The Unofficial Shopify Podcast

Krissie Claire, founder of Kollectify, an agency that works with Shopify developers

Jeremy Horowitz, a senior partner marketing manager at Gorgias, a Shopify Plus partner

","Fifteen ecommerce influencers sharing real tactics on marketing, fulfillment, operations, and Shopify, followed on Twitter, LinkedIn, and TikTok for practical, hands-on advice.","

Fifteen ecommerce influencers sharing real tactics on marketing, fulfillment, operations, and Shopify, followed on Twitter, LinkedIn, and TikTok for practical, hands-on advice.

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The Black Friday Cyber Monday (BFCM) weekend is prime time for ecommerce businesses.

In 2024, online consumers in the US spent a record $10.8 billion on Black Friday. Shopify merchants alone saw a combined $11.8 billion in sales worldwide over the 2024 BFCM weekend, a 24% increase from the year prior.

But Black Friday is the day with the highest number of emails sent all year. And with fierce competition from ecommerce brands leaning on advertising platforms like Facebook to reach holiday shoppers, advertising budgets are quickly exhausted—while returns diminish.

Personalized campaigns are the way to go. They use the data you’ve already collected on a customer to tailor the messaging, offers, and discounts they receive—so you can maximize profits and increase holiday sales.

In this guide, discover how to create customer segments ahead of the holiday season, along with 13 segment examples you can implement in a personalized marketing strategy for Black Friday.

Table of contents

What is Black Friday customer segmentation?

Black Friday customer segmentation is a holiday marketing strategy that divides customers into distinct groups based on qualities they share. This can include promotional emails during the BFCM period that use the recipients’ purchases, engagement levels, customer loyalty status, or demographics to tailor the content.

Your audience’s inboxes and social media feeds are already overflowing with “20% off everything this Black Friday” messages. Sending those same, generic offers won’t help you stand out. By segmenting your email list and social media audiences, you can hyper-customize each Black Friday email: reward your most loyal customers, nudge those on the fence to finally make a purchase, and feature the most relevant products based on previous browsing sessions or purchases.

This approach means you don’t need to rely on luck or worry that your competitors will outshadow you. You’ll deliver the right message and products to the right people at the right time—and turn your emails into profit.

How to create customer segments for Black Friday marketing

Here’s a step-by-step guide on how to build customer segments, and how to use them for Black Friday campaigns.

1. Unify customer data

Customer segmentation requires clean data. However, 7 in 10 internet users actively decline cookie tracking—the JavaScript code that shines a light on what visitors do when they interact with your website.

First-party data is the solution to this challenge. It’s willingly contributed from your customers through data sources such as purchase history, quizzes, forms, email marketing tools, and loyalty program apps, making you no longer reliant on customers opting in to cookie tracking.

Shopify’s unified commerce functionality gives you access to this data at your fingertips. It creates a unified customer profile each time someone shares their phone number or email address with your brand. Any supplementary first-party data you collect, whether through native Shopify features or app integrations, syncs back to this unified profile in real time.

“Data is extremely important to our business,” says Ieva Urbonaite, global head of ecommerce at waterdrop. “We track things like orders, revenue, conversion rates, average order value as well as cohorts and retention rates on a daily basis. Shopify provides us with reports that are very easy to use as well as the analysis. Understanding these metrics and analyzing them helps us understand our customers even better and offer them a smoother user experience.”

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2. Assemble customer segments

Choose an audience-segmentation tool that integrates with your customer data platform to divide your audience based on qualities they share. Shopify merchants have access to these features by default. Choose from prebuilt segment templates (e.g., VIP customers or first-time shoppers) or build your own segments with the ShopifyQL query editor.

For Black Friday segmentation to work effectively, segments must be dynamic and updated in real time. The last thing you want is to send a discount for an email subscriber to redeem with their first purchase a few hours after they already completed the purchase at full price.

Because Shopify’s segmentation relies on real-time data updated in each customer’s unified profile, customers automatically join and leave segments when their details change.

3. Put segments to use

Now that you’ve got your segments, put them to work by personalizing every aspect of the online holiday shopping experience. That includes:

\nEmail marketing campaigns: Almost 70% of consumers prefer to hear from brands over email. But inboxes are packed during this time of year. The more relevant you can be in your emails and the less inbox clutter you create, the better. Tools like Klaviyo and Yotpo integrate with Shopify, so you can run tailored marketing campaigns to each Shopify segment.
\nSocial media ads: Use Shopify Audiences to retarget your customer segments on advertising platforms like Meta, TikTok, and Google Ads. It’s been proven to increase retargeting conversions by up to 2x and slash customer acquisition costs by up to 50%. On Google, in particular: if a retargeting ad is powered by a Shopify segment, it updates immediately when someone completes a purchase—so as soon as they do, they leave a segment of \"people who have viewed but not bought this product” and you stop spending money targeting them.
\nPersonalized storefronts: From announcement bars to product recommendation widgets, continue the personalized shopping experience once holiday shoppers reach your website.

To avoid losing money through discount leaks, attach your discount to each segment you’ve built. Shopify checks automatically at checkout to validate eligibiltiy—so if the “VIP” code you’ve created for your highest value customers gets leaked, for example, only people who fit that segment’s criteria can redeem the promotion.

Lalo, for example, uses Shopify Flow to personalize the ecommerce experience for specific segments. Repetitive manual tasks—such as adding customer or order tags based on custom triggers—are now automated. The baby and toddler product retailer also built custom Scripts that allow holiday shoppers to unlock special offers at checkout and confirm that discounts are always applied where appropriate.

“Shopify Flow and Scripts have been critical to our success during high-traffic periods such as Black Friday Cyber Monday,” says cofounder Michael Wieder. “The tools are very user-friendly, so we don’t have to rely on specialists. Our team is empowered by the ability to use these tools.”

Black Friday customer segmentation strategies

Here are the 13 Black Friday customer segment examples to consider this holiday season:

1. Seasonal shoppers

Seasonal shoppers are people who bought from you during last year’s BFCM campaign or another holiday shopping event. Retargeting this segment gives you a chance to remind them of the deals they got last time around and prepare them for what’s coming this Black Friday.

You can even further segment this group of customers to send more personalized messages. For example:

Top customers by revenue
Customers who purchased at full price
Repeat customers
One-time holiday shoppers
Coupon code users
Different spend ranges
Product category

Further segmentation lets you nail your messaging to match what shoppers expect from a Black Friday sale. For example, the segment of BFCM shoppers who only bought during a free shipping offer last year might receive a similar offer this year. Those who took advantage of a flash sale might be first in line for a new product drop this Black Friday.

💡Tip: Segment customers who returned the products they purchased during a holiday sale and have dedicated emails for them. Or, exclude them from your BFCM campaign entirely to limit the inevitable influx of post-holiday returns.

2. Recent email openers and engaged subscribers

People who open your emails and click on the links inside them already know you and your products. They’re interested—and they have been for months or even years. Encourage them to buy during the BFCM weekend with early access to exclusive discounts, a greater discount than what’s available publicly on your website, or a free product with their order.

For example, luggage brand BÉIS used Shopify’s customer segmentation tools to identify which products consumers began their customer journey with, and which items they browsed subsequently. This allowed for greater personalization during the holiday season—so much so, that 40% of the brand’s customers shopped multiple times throughout their Black Friday promotion.

3. Loyal customers

VIP customers are your most valuable customer segment. What VIP means is specific to each business, but it usually includes one or more of these factors:

Regular purchases for years
High spend
High number of orders
Plenty of referrals sent your way

Give your VIP customer segment the special treatment—and use targeted campaigns to call out the fact they’re receiving it. Show them how much you appreciate their business through an extra discount, more time to shop your offers, early access to new products, or by waiving their shipping fees. Then use Shopify’s automatic eligibility verification so only those who apply your VIP code can redeem the discount at checkout.

CityLocs, an ecommerce store that sells customized hats, t-shirts, and accessories, built a VIP customer segment for their Black Friday campaign that included engaged customers who purchased more than three times, spent more than $500 in a single order, or were tagged as B2B customers.

Customized orders take two weeks from order date to delivery, so CityLocs gives their VIPs access to special discounts three to four days before the BFCM weekend.

“This does three things,” says Tabish Bhimani, CEO of Mastrat Digital, the agency that runs these campaigns for CityLocs. “It gives preferential treatment to loyal or big customers, allows the production team to anticipate and plan for big orders, and reduces the ’Where’s my order?’ tickets.”

4. Product browsers

Potential customers are likely browsing multiple ecommerce sites to find the best holiday deals. Your chance to win them over lies in emailing those product browsers who haven’t made a purchase yet.

Retarget these people with emails that take their browsing behavior into consideration. They’re an excellent way to get back on your visitor’s radar: your products and Black Friday offers can be the best out of everything they’ve seen, but they might get overwhelmed or distracted and miss out. A gentle reminder paired with a Black Friday discount is the way to go.

5. Category buyers

The category buyers segment takes your customers’ previous purchases, browsing journeys, and product preferences into account. You can promote products related to the ones they’ve purchased, newest products from that category, or products complementary to the ones they already own.

For example, if someone previously bought a formal dress, you can promote the latest styles of shoes and bags that would go with it. If they bought a kitchen appliance, you might feature accessories or a cleaning kit for that product.

The beauty of category segmentation is that it encourages product discovery. The more products a customer tries, the more likely they are to find exactly what they’re looking for. This can increase customer lifetime value and subsequent purchases after the Black Friday weekend ends.

6. Engaged non-buyers

Ads targeting engaged non-buyers are similar to those aimed at recent email openers, with one key difference: they emphasize the fact that this recipient hasn’t purchased yet, and that they’ll get rewarded for making that first purchase.

The Pro’s Closet, a company selling new and used bikes, offered a $20 credit for a first purchase over $100 with a custom discount code. Right below this call to action, they included a promotion of additional Black Friday deals, nudging those on the fence to become first-time customers.

\"The — The Pro’s Closet’s Black Friday promo for first-time customers. *Source: Really Good Emails*

7. Recent purchasers

Discounting your products is a common practice during this peak shopping season, but there’s almost nothing that frustrates holiday shoppers as much as a discounted product they’ve just paid full price for.

Create a customer segment of people who’ve purchased from you recently. These people have shown that they trust in your product enough to pay its full price, giving you a larger profit margin and increasing your customer base despite the fact that BFCM was just around the corner.

The time frame for this Black Friday customer segment depends on the typical purchase frequency for the products you sell. Fragranced candles might need a monthly refill, while a pack of laundry tablets could last for three to six months. Whatever frequency applies to you, exclude those customers that bought that product less than that many weeks or months before the start of your holiday marketing campaigns.

8. Email ignorers

Sometimes you just can’t cut through the noise of Black Friday for one reason or another. It’s quite possible that among the dozens of emails a subscriber received, they skipped right over your holiday sale.

Create a special segment just for those who ignored (didn’t open) your earlier emails. The three main ways to make this email successful are:

Timing—i.e., send when things get less chaotic
A click-worthy subject line
An incentive like a discount or freebie

Scarcity is the way to go with email ignorers, so emphasize that this is truly the last chance to get BFCM benefits. That’s what Three Ships Beauty, a natural skincare company, did with this email that featured a minimalistic design and an emphasis on their buy one, get one free (BOGO) discounting strategy.

9. Almost purchasers

What about those email subscribers who have opened your BFCM emails, but haven’t made a purchase? Instead of sending the same catchall emails that promote your bestselling products and offer a generic discount, send your Black Friday email openers a follow-up that mention their previous email engagement.

You can use email copy to remind them of it, list the products they’ve viewed, or both. The goal is to make their journey personalized and relevant, so they can pick up right where they left off—even if it was earlier that day or the day before.

10. Geographic targets

Thanks to the shipping and billing details you collect at every sale, you already have access to a mountain of location data. Use it in your BFCM marketing strategy by taking into account the location of your recipients.

Some ways you can use location-based segments include:

\nShipping: Customize your messaging based on distance/shipping duration (“Order before X to receive your order in [state] on time”) or cost (“We ship for free to [state] when you spend more than $X”).
\nClimate: Recommend different products based on weather and typical activities for that time of year.
\nIn-store offers: If you have physical stores, encourage customers near them to take advantage of offers limited to those locations. You could also promote holiday pop-up shops, or customize cart abandonment emails for shoppers close to a retail location. This can promote in-store shopping for local online browsers who might want to view a product in the flesh before they buy.

\"Shopify — Create custom segments with the ShopifyQL query editor.

11. Low-value customers

In the segments so far, you’re rewarding loyalty, customer engagement, and interest. What about those subscribers and customers that haven’t been as active, or spent as much money on your products? They may no longer be interested in your products for one reason or another.

While it may sound harsh, the truth is that these customers are less valuable to your business. It wouldn’t be fair toward your high-value customers to offer them the same benefits. Instead, you can focus on tactics that won’t significantly lower your Black Friday profit margins, while still nudging them toward another purchase.

For example, you can offer a smaller discount compared to your VIP customers, like 10% or 15% compared to 25% or more. Alternatively, make a coupon redeemable for a shorter time period, like 24 hours.

12. Gender-based segments

Gender-based segments are nothing revolutionary, but in a busy BCFM season of emails, they can make a tremendous difference.

If you sell products tailored to both men and women, this type of audience segmentation is table stakes—you’re at risk of spamming your subscribers otherwise. The success of your campaign relies on them viewing the product as a good gift for a loved one.

Here’s where gender-based segmentation can make a significant difference: Kent Brushes, a brand of handmade hair brushes, promoted the same beard-grooming products to male and female recipients, but with different messages. Men got a “Get ready for The Kent 2020 Shave” message, while women received a “Give the gift of a perfect shave” message.

Swanky, a Shopify agency that ran this campaign, reported fantastic results: an 88.9% and 73.7% open rate for women and men, respectively, compared to 54.5% for recipients of a non-personalized message.

\"Side-by-side — Two versions of a Black Friday email campaign by Kent Brushes, segmented by gender. *Source: Swanky*

13. Cart abandoners

During Black Friday promotions, cart abandonment rate tends to hover between 77% and 82%, which is higher than the average of around 70% year-round. To make sure your holiday cart abandoners don’t slip through the cracks, remind them of the products they left in their shopping cart.

Take the luxury streetwear brand Represent, for example. “Black Friday has always been part of our DNA—it’s a big part of the overall strategy,” says Stefan Lewis, chief digital officer. “The company sees site traffic skyrocket by 25x and conversions rising by 8x. It’s a really powerful moment for the brand.”

What’s interesting about Represent’s approach to holiday cart abandoners, however, is that it doesn’t rely on the usual sales tactic of discounting. The brand kept their automated cart abandonment emails promotion-free and still drove an 8.3% purchase rate during Black Friday.

Bonus tips for successful BFCM customer segmentation

Check out these bonus tips to nail your Black Friday campaign efforts:

Establish data collection in advance

The month before Black Friday isn’t the time to take stock of your customer data and start assembling segments. Treat the months leading up to holiday season as an opportunity to bolster your unified customer profiles and collect data you can lean on for Black Friday customer segmentation.

To collect holiday season first-party data:

Incentivize account creation when browsing your website.
Invite customers to add products to a virtual wishlist.
Run quizzes in exchange for personalized product recommendations.
Automate post-purchase feedback surveys.
Encourage loyalty program participation.

\"Gymshark — Gymshark collects data by asking customers to sign in to their online account.

Use dynamic segmentation

Dynamic segments update in real time to avoid the awkward situation of sending a personalized email after a customer completes an action that should remove them from the segment.

Say, for example, that you’re targeting the “Almost purchasers” segment with a social media campaign that highlights the products they’ve shown an interest in. You’ve offered a 25% coupon to seal the deal—the highest discount you’ve given that’s exclusive to this segment.

However, customer Sarah already made her purchase off the back of a 10% discount code you gave to email subscribers. This contributes to a negative experience: not only is Sarah disappointed she missed out on the extra 15% discount, but there’s a risk of her overwhelming your already-stretched holiday customer support team to get the difference refunded.

Shopify solves this problem with segments that automatically update as the information in a customer’s unified profile changes. In this example, Sarah would’ve been automatically removed from the retargeting audience, avoiding the situation entirely.

Segment out Black Friday purchasers

Use segmentation to make sure that customers who made a purchase on Cyber Weekend do not continue to receive further promotional emails. Of course,transactional, informational, and onboarding emails about the items they just purchased are fine.

This is a good strategy to improve deliverability and maximize advertising budgets—those who have already purchased probably won’t be opening more promo emails from you—and to maintain a good brand experience. How would you feel if you just made a purchase and you continued to get treated like the transaction never occurred?

Employ predictive analytics

Customers often surprise us. Previous behavior isn’t always indicative of what they want.

Predictive analytics uses data you’ve already collected to forecast future behavior. It relies on large datasets—such as your unified customer profiles in Shopify—and machine learning to assemble a roadmap of what future interactions might look like.

We can see this in practice with Mia, a customer who was lumped in your “Category buyers” segment. She received a marketing email to offer exclusive access to a new premium Pilates machine product that retails at much higher price than your other products. But the campaign didn’t convert—Mia didn’t buy it.

Predictive analytics tells us that customers similar to Mia—those who’ve had three separate website sessions and spent an average of two weeks evaluating each purchase—don’t spend more than $100 per purchase. However, they are open to a monthly subscription box: 45% of people with a similar customer journey opt in to your subscription when presented with the offer.

This data-driven insight helps you fine-tune your Black Friday customer segmentation strategy. Instead of promoting the new machine in personalized emails, you offer customers similar to Mia a different offer: the first month of their subscription for free.

Master segmentation to cut through the Black Friday noise

The weeks leading up to BFCM are go-time for your ecommerce store. By taking the time to thoughtfully segment and prepare more targeted messaging, you can increase your open rates, improve deliverability, and ultimately increase revenue.

Shopify’s unified customer profiles and segmentation features let you automate and streamline this process with custom attributes, locations, purchase habits, and customer behaviors. This way, you can connect with high-value customers, reward repeat buyers, and convert abandoned checkouts.

Black Friday consumer segmentation FAQ

\n\n

What is the marketing strategy of Black Friday?

Black Friday is the busiest time for online shoppers in the entire year, so it’s worth investing in your Black Friday marketing strategy. This can include limited promotions for high-value (VIP) customers, influencer marketing campaigns, social media ads, and product recommendations based on previous purchases and browsing sessions.

\n\n

When should I start marketing for Black Friday?

You should start warming up your email audience to your BCFM deals around a week before Cyber Weekend. On social media, you can start even earlier to build anticipation and grow your email list. For this to be successful, start planning your Black Friday Cyber Monday marketing activities in the months leading up to November.

\n\n

How do you retain customers after Black Friday?

To keep your new customers coming back even after Cyber Weekend, ensure a fantastic customer experience. That includes a smooth checkout process, timely emails like transactional, shipping, and feedback-soliciting emails, as well as a simple and transparent return process. Segment your new customers based on what they shopped for, so you can send relevant emails and product recommendations to them in the long run.

\n\n

","Black Friday consumer segmentation turns generic BFCM blasts into targeted emails. See 13 segments, from VIPs to cart abandoners, backed by real brand examples like L'Occitane and CityLocs.","

Black Friday consumer segmentation turns generic BFCM blasts into targeted emails. See 13 segments, from VIPs to cart abandoners, backed by real brand examples like L'Occitane and CityLocs.

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Nimbus clouds in the sky tell us it will rain. If we notice a friend has been hitting the gym three times a week for months, we know they’re likely to build muscle mass.

These events that let us peek into the future are called leading indicators. They’re all around us, and ecommerce is no different. By tracking the right data, you can spot future trends early, meet customer needs, and strengthen your position in the market.

This guide helps you identify leading indicators so you can use this valuable data to build your business.

Table of contents

What is a leading indicator?

A leading indicator is a metric that can project the future performance of your business. In ecommerce, leading indicators can predict the success of your online store as a whole, as well as specific channels like email marketing, social media campaigns, product guides, and influencer collaborations.

For example, the number of email subscribers, opens, and clicks can give you an idea of the number of sales you’ll get in the next week from a specific email campaign.

Leading vs. lagging vs. coincident indicators

Businesses and economists group indicators into three groups: leading, coincident, and lagging. Each tells you something different about business performance.

\nLeading indicators move ahead of outcomes and let you steer performance early.
\nCoincident indicators move with real-time activity and confirm what’s happening now—for example, US retail sales and monthly GDP estimates.
\nLagging indicators trail after the fact and validate whether a completed strategy was successful.

How to use leading, coincident, and lagging indicators

\n\n

\n\n\n\nType\nTiming\nInsight\nKPIs\n\n\n\n\nLeading\nBefore the outcome\nPredict future performance to adjust campaigns mid-flight\n\n

Open click-through rates
Add-to-cart rate
Page views
Traffic from new ads

\n\n\n\nCoincident\nDuring the outcome\nReflects current business activity, confirms trends as they unfold\n\n

Live conversion rates
Today’s gross sales
Number of active carts
Real-time support chats

\n\n\n\nLagging\nAfter the outcome\nValidate whether strategy worked\n\n

Total monthly sales
Average order value
Profit margin
Customer retention rate

\n\n\n\n\n

What are the benefits of using leading indicator KPIs?

Leading KPIs help your ecommerce business take action before a campaign ends—without waiting to see final results.

Here’s the breakdown of that benefit:

1. Faster feedback on current efforts and inputs compared to lagging metrics

Experimenting with a new strategy? Fulfillment partner? Customer service tool? Thanks to leading indicators, you can learn how well it’s doing sooner.

For example, say you’ve updated the formula for subject lines in your back-in-stock emails. You can track the impact of that change in real time using open rates and click-through rates—rather than waiting until the end of the month to review total sales.

2. The chance to tweak your strategy and refocus your efforts while they’re still underway

That new subject line formula isn’t giving you the email opens you’ve expected?

Create new subject lines and run A/B tests to see which one performs best and improve results before your email campaign is over.

What if an influencer’s post isn’t getting the reach you predicted, but it’s converting a high percentage of the people who do see it?

Then, boost the reach of that campaign through paid social media ads. The opportunity to adjust your path while you’re on it is a superpower.

3. Presents real-time company health

No matter the industry, employee motivation and engagement in organizations seem to jump through the roof when it’s time for acknowledgements and bonuses.

Those rewards usually depend on lagging metrics like revenue, profit, and market share.

You can bring leading metrics to regular check-ins with team members so they can see the impact of their work. Sharing leading indicators in regular meetings gives teams visibility and helps stakeholders stay up to date.

If you’re chasing a Q3 team sales goal, for example, don’t wait until the end of the quarter to see if you’ll get there. Have all of your associates take a look at their email open rates or new account signups as an indication of how likely their current efforts are to lead to the desired number of conversions. For more accurate forecasting, you can use Shopify analytics to see how past performance for different metrics correlates to sales figures.

4. Acts as a macro radar

When the US Leading Economic Index (LEI) slipped 0.1 points in May 2025, economists began flagging a possible growth slowdown. Tracking predictive KPIs on the macro scale also helps brands to react more quickly than quarterly reports allow.

5. Gives proof points for investors

The International Trade Administration projects global ecommerce sales will reach $5.1 trillion by 2026, with social commerce revenue in the US nearing $100 billion.

Tying those growth narratives to your own leading metrics (e.g., social-referral traffic, checkouts via social channels) gives stakeholders evidence that your strategy is aligned with where the market is heading. Their confidence in your forward-looking insights can help grow their support for your marketing budget and other strategic plans.

How to determine leading indicators

You can use specific leading indicators for short-term goals and campaigns, or as consistent metrics you regularly review in your business regardless of the current season.

The process of finding your leading indicators is the same in both cases:

1. Identify your goals and desired outcomes (lagging indicators)

As it relates to goals and desired outcomes, a lagging indicator shows an area on which to focus your efforts and test different strategies and tactics. For leading indicators, you’re looking for metrics that signal the progress toward your business’s intended outcome.

Let’s say your goal is to increase email-generated revenue by 10% in six months.

As you identify your goals and desired outcomes, compare revenue attributed to email marketing today to what it will be in six months. That’s a lagging metric that shows you whether you’ve hit the goal you’ve set.

2. Work backwards to identify preceding metrics

Using the example of an email campaign, you could list your real-time email metrics, including:

Open rates
Click-through rates
Conversion rates from email
Your subscriber count
The number of emails you’re sending across different campaigns

Then, work backward to create specific metrics:

\nWrite the outcome in one line. “Increase email revenue by 10% in six months.”
\nList the drivers that influence that outcome. Open rate, click-through rate (CTR), list growth, send volume, etc.
\nAttach one leading indicator to each driver. Weekly open rate, weekly net adds, weekly campaign count
\nAssign an owner and a review cadence for every indicator. If a metric slips, someone is accountable for adjusting the tactic that week.

Remember, lagging indicators measure your results once all the work has been done. With leading indicators, you can see what it takes to hit specific goals.

For example, if you know that around 10% of your email recipients end up making a purchase from a specific type of email, you can estimate the number of subscribers you need on your list to hit your revenue goal months down the line.

Leading indicators worth tracking

The metrics below tell you what’s coming long before your month-end reports. Check in on them every week, and you’ll have plenty of time to fine-tune campaigns, inventory, and customer experience.

Acquisition metrics

\nEmail open and click-through rates (CTR). This is how you know if leads are seeing your marketing message in the first place, and if it engages them enough to dig at least a little deeper (and closer to buying). A sudden dip could mean your subject lines or send times need a refresh.
\nAd cost per thousand impressions (CPM). How much are you spending to get eyes on your marketing efforts?Rising CPMs can destroy return on ad spend (ROAS before you have a chance to see the results in daily sales. When CPMs spike, shift budget to higher ROAS channels or refresh creative.
\nList growth velocity. Looking at net new subscribers per week offers a forward look at how big your revenue pool will be next month.

On-site behavior

\nAdd-to-cart rate: Fewer sessions adding an item to cart usually point to inadequate product information or slow page speed.
\nCart abandonment rate. If more shoppers bail after adding to cart, review shipping costs, payment methods, or checkout UX. Shoppers are more likely to convert if it’s a fast and easy process. Average page-load time. Even a small delay can shave conversion rate within days. Keep your Core Web Vitals in the green. Laggy load times give them a good long pause to reconsider whether your product and your store are a good fit.

Site speed impacts ecommerce sales

See how speed affects the entire customer journey in our ultimate guide. Learn how to increase site speed, performance, and sales.

\nGet the guide\n

Operations

\nFulfillment lead time (order-to-ship hours): Even a slight uptick can trigger support tickets and bad reviews. For many of today’s customers, five days feels like a lifetime when it comes to getting something they want, when they decide they want it.
\nLow-stock / out-of-stock alerts: A spike may mean demand is outrunning supply, and you need to place reorders fast. If these warning signs are coming in time to save you from the headache and revenue loss that comes with a stockout, you may need to take at your inventory management processes.
\nReturn-to-origin rate: These are products you sell and send out for delivery, that for some reason or other come back to you without ever reaching the customer. More bounced packages means later delivery dates and more customer complaints. Take a look at your shipping process and if necessary, consider using a third-party logistics provider (3PL) like the Shopify Fulfillment Network.\n

Customer sentiment

\nNet promoter score (NPS): This key metric indicates how many customers would recommend your product. A two-point drop in rolling seven-day NPS often predicts a fall in repeat-purchase rate four to six weeks out.
\nReturn rate/reasons: Per June 2025 data from Statista, 55% of surveyed customers report having returned a product due to issues with quality, and more than half have returned an item due to a sizing issue. For the latter, review your sizing chart and how fits are described in product descriptions and in images on your site. For the former, review your suppliers and quality control measures.
\nCustomer satisfaction score (CSAT). Lower same-day CSAT scores hint at future churn. Once a customer leaves because they’re dissatisfied, it’s hard to get them to come back and make a purchase from your store.

Tracking and automation with Shopify

Stay on top of your leading indicators without having to deal with another cumbersome spreadsheet that’s always out of date, and prone to spawn different versions on different colleagues’ desktops. Shopify’s built-in dashboards surface the numbers—the right ones, always flowing from the same single source of truth—and Shopify Flow is always there to give you a nudge as soon as something drifts off course.

Using Shopify Analytics dashboards

Start with the Analytics overview dashboard. Pin or reorder the widgets you care about (real-time sales, sessions, add-to-cart events) so they’re always the first thing you see.
Need a deeper look? Switch to the default Behavior reports to track add-to-cart rate, onsite searches, and purchase rate over time.
Inventory keeping you up at night? Build a quick Inventory report that flags any SKU once stock drops below your safety buffer, so you can reorder before you miss sales.

If you prefer to see Shopify analytics in person, check out this walkthrough.

\n\n

💡 For more advanced reporting needs, consider an analytics app from the Shopify App Store.

Shopify Flow triggers

Shopify Flow helps you quickly act on leading indicators signalled from your analytics. The Flow template library offers hundreds of examples to catch demand swings, ops bottlenecks, marketing misses, and more.

For example, if inventory is running low, you could create an automation to alert procurement in Slack:

Product variant inventory quantity changed → Condition: quantity < safety_stock → Action: Slack alert + draft PO.

If refunds are on the rise, you can warn the product team with this workflow:

Refund created → Condition: refund.amount > $100 → Actions: add order tag “high-value refund” and create Gorgias support ticket for customer outreach.

Master ecommerce automation

Learn how to automate your business and join the Shopify merchants that’ve saved a collective 2,500 years using automation technology.

\nGet the guide\n

Four examples of leading indicators for ecommerce

Want some examples of leading indicators you can try out in your own ecommerce business? Check out these four:

Example #1: Gift guide page views

\nGoal:
Increase sales of products in a particular category
\nLagging indicator:
Number of product sales, revenue from a product category
\nLeading indicator:
Page views on a gift shopping guide on the company’s blog

Gift guides are an excellent way to draw attention to specific products in your merchandise mix. They are a particularly powerful asset during periods like holidays and Black Friday Cyber Monday (BFCM) weekend, but they can convert at any point during the year.

Track the relationship between page views on your gift guide and the sales numbers for products included in it. That way, you can put extra effort into promoting the guide as needed—by engaging your affiliates to share it or building press coverage for it.

An example of a gift guide that can be used this way is the one from Three Ships, a natural beauty brand.

Example #2: Time between purchases

\nGoal: Maintain customer retention rate
\nLagging indicator:
Number of customers who made a purchase at least once per month
\nLeading indicator:
Time between two purchases

Winning a new customer feels great—but getting them to purchase from you again and again is remarkable.

It’s a sign that customers know they can trust and rely on your brand. That’s why the time between purchases is a powerful leading indicator. If someone makes an order every three weeks for a year, but then doesn’t make a single order for months, it may be a sign that you’ve veered off course..

Of course, customers can change preferences. But if they’re not buying because products are out of stock, shipping costs went up, or quality has slipped—those are things you can fix.

Diaspora, a spice brand, is an example of an ecommerce business that could lean on this metric, because they sell products customers need to replenish regularly.

Example #3: Popup-shop visitors and email signups

\nGoal:
Attract new customers in a new geography
\nLagging indicator:
Number of new customers in a specific location
\nLeading indicators:
Number of popup shop visitors, number of on-the-spot email signups, purchases at the event

Expanding into a new country, city, or region is a big task, not just because you have to figure out logistics like fulfillment and shipping, but because your brand might not be as known or trusted there.

That’s why creating popups is a powerful expansion tactic. If you choose to implement it, you can track the number of people who visited your popup, along with the number of visitors who signed up for updates, and those who made a purchase. With time, you can track how well you’ve turned subscribers into new customers, and new customers into repeat buyers.

As you repeat this process, these metrics become your indicators for future success in new markets based on the success of your popup.

A strong example of a company that uses this in real life is Allbirds, a sustainable shoe and clothing brand. Allbirds already has a retail presence, but Julie Channing, the company’s VP of marketing, says they rely on popups to “learn how much appetite there is for Allbirds retail before fully committing to a city or neighborhood.”

\"A — Allbirds and Whalebone Magazine collaboration for an athletic shoe popup during the end-of-year holidays (Source).

Example #4: Customer service tickets and refund requests

\nGoal:
Meet and exceed customer expectations
\nLagging indicator:
Customer satisfaction metrics like net promoter score (NPS) and customer satisfaction score (CSAT)
\nLeading indicator:
Number of customer service tickets, number of refund requests

Great customer experience (CX) drives repeat purchases, fuels customer loyalty, and increases customer lifetime value. Investing in customer experience—from the moment a person visits your website all the way through to receiving and unpacking an order—is worth it.

Using a leading indicator to track CX , as opposed to waiting to collect hundreds of customer scores on a survey, gives you an advantage. You can spot a potential issue quickly and solve it for other customers before they even know it exists.

For example, a sudden jump in refund requests might mean consumer confidence in the product quality has dropped, or that your sizing charts on product pages are less accurate than before. A peak in customer service tickets can reveal errors or confusing parts of your checkout flow.

A company like Glowforge, an at-home 3D laser printer company, could implement this to catch an issue customers have with choosing the right material type, size, and thickness for their project. By being proactive, the company can increase customer satisfaction weeks and months down the line.

Common leading indicator pitfalls

Data silos

Your marketing data might live in Meta Ads Manager or Klaviyo, finance data in NetSuite, and warehouse data in an ERP, each with its own reporting cadence. If your dashboard pulls from only one of those, you won’t be able to see the full picture.

Shopify enables you to break down data silos and consolidate data into a single location. Because Shopify POS and online storefront share one product, order, and customer record, you get a real-time ledger across every channel without costly integration solutions.

That means store-level returns instantly update ecommerce availability, and high-value online customers are recognized at the counter.

💡Tip: Use Shopify’s consolidated reports (like “Sales by channel” or “Inventory by location”) to spot cross-channel trends. Then trigger Flow automations, like low-stock alerts that ping both the merchandising and ad teams, so the whole organization acts on the same data at the same time.

Batch update latency

Large catalogs and high order volumes sometimes require nightly batch jobs. A “real-time” dashboard that refreshes only at 2 am won’t flag a midday stockout in time.

Where possible, switch high-risk metrics (such as low-stock SKUs and refund alerts) to event-based triggers via Shopify Flow or webhooks, so the team can see issues as they occur.

Use leading indicators to maximize your ecommerce success

Leading indicators are signals of future success—or helpful signposts that flag where and when you need to redirect your efforts. Identify the right leading indicators—metrics that indicate outcomes such as sales volume, revenue, and customer loyalty.

Start by uncovering what those indicators are and experiment with factoring them into your operations for the next quarter so you can reflect, optimize, and thrive.

Leading indicators FAQ

\n\n

What are examples of leading indicators?

Some examples of leading indicators include email open rates and click-through rates (indicating future sales from email), time between purchases (indicating customer loyalty or churn), and refund requests (indicating a product issue).

\n\n

What is the best leading indicator?

The best leading indicator for your business is the one that precedes your desired outcome. For example, if you want to attract a certain number of repeat customers, your best option is to track data like the time between purchases.

\n\n

What are leading and lagging indicators?

Leading and lagging indicators represent two types of data for the same process—for example, a marketing campaign or ongoing customer support. Leading indicators are forward-looking metrics, or those that project future performance based on what’s currently happening. Lagging indicators are metrics you’re able to review once a campaign is over or after a specified time period.

\n\n

\n","Leading indicators make it easy to tweak your ecommerce efforts to maximize future success. This guide shows you how (examples included).","

Leading indicators make it easy to tweak your ecommerce efforts to maximize future success. This guide shows you how (examples included).

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Holidays are around the corner. You’ve stocked up on inventory, launched your campaigns, and have your sales funnel locked down. But have you planned for the unavoidable holiday rush of customer service requests?

Starting the Black Friday Cyber Monday weekend and through the end of the year, the pressure and expectations from your support team reach their peak.

If you want to be the ecommerce brand your customers remember this holiday season (and come back to when January rolls around), while also running a balanced, healthy customer support operation, you’re in the right place. This guide shares 10 actionable tips to help prepare for the busy holiday customer service season.

Table of contents

1. Prepare for the holiday rush

First things first: Accept that holidays will definitely bring your customer service team a busy season. And then, take dedicated steps to prepare for the rush.

Here’s what Lauren Donnelly, the former director of CX at Boll & Branch, suggests:

Optimize your support contact forms: Gather as much relevant information as early in the conversation as possible.
Run product training sessions: Consider video training, up-to-date documentation, and day-long training to equip your in-house team. Don’t forget to prep any outsourced, third-party support.
Consider automation: Your customer support tool may have options like triggers and auto-tagging, which will lower the manual, admin part of your agents’ workload.
Forecast demand for support: Review your daily and year-over-year support ticket trends, as well as hourly requests per channel, so you can determine the right coverage for each channel and period.

Ecommerce brands see a 79% average spike in support tickets in the first week of December—right after Black Friday Cyber Monday promotions. Afterward, the number of tickets per week stays above average during December (minus the week following Christmas), as well as in early January, before it goes back to usual.

Because of this, no start is too early. “We start drafting pre-season and December messaging well in advance. This includes all social media posts, emails, and ad campaigns,” says Steve Pogson, founder of First Pier, an ecommerce agency and a Shopify partner. “The goal is not to wait for the last minute but to have everything ready and scheduled. This approach ensures that our team can focus on real-time customer service issues, not scrambling to get communications out.”

This is also a good time to establish metrics you’ll use to track the success of your customer support team. Some metrics to consider include:

Customer satisfaction score (CSAT): the indicator of customer satisfaction on a scale from zero to 100%.
Customer effort score (CES): the average score of answers to the prompt “[Company] made it easy for me to solve the issue” on a scale of either five or seven points.
First response time (FRT): the average time between a customer reaching out and an agent first responding to it.

This way, you can compare these metrics between holidays and the rest of the year, and notice any peaks and drops so you can react quickly.

2. Schedule ecommerce customer support

Consider tweaking your customer support schedule over the holidays to maximize each agent’s time and impact.

This might not be necessary when the cadence of support requests is lower, but a clear schedule makes it a lot easier for agents to solve customer issues once the number of tickets jumps.

At Magnolia, a home and lifestyle brand, the typical customer support schedule includes agents that work on one live channel during the day, like phone or live chat, and rotate around halfway point during the day. The brand also has one or two people on backup in case of a traffic spike.

But it’s a different story during holidays. “We schedule each agent for certain time frames, so each agent works on their allotted time frame of email tickets, and once they are done with that section of their tickets, they get a new assignment of tickets to knock out,” explains Sam Goff, former guest services manager at Magnolia.

“Our backup agents usually jump straight to phone and voicemails versus emails,” he adds. The team at Magnolia praises this approach for bringing down the number of tickets quickly.

If you cover a wide range of products or serve a global audience, consider routing support tickets to agents based on their product-specific skill set or a language they speak. Not only will this help them solve requests fast—the personal touch will feel extra delightful to the customer.

3. Set up critical holiday communication channels

You might be tempted to nail every single support channel, but this hectic period might stretch your customer service team so thin that they’ll struggle with all of them.

A better option? Define your critical customer support channels for the holidays, then double down on them.

Take it from Campus Protein. Its team recognizes that customers are being bombarded by deals and have a higher than usual purchase intent. Answering their questions quickly is crucial.

“Traditional channels such as email are just not fast enough. We use chat, text, and phone support to help minimize our response time, and maximize the customer’s overall experience,” says Tarun Singh, Campus Protein’s chief marketing officer and co-founder.

The support channels you choose should depend entirely on the audience you serve. For example, social media is often the go-to customer support channel for people under 25, but one of the least preferred options for the 40 to 59 age group, according to Statista.

\"nWxoJ0bTFxfNbedPCfRSAidFqOb25-XXGM9fj-XDrfEmaAJ0hYkA6YgGES0WQb9r8V0EEkiFKn0qAB1sF5S5rvBBkssXmHbdqyVt4HBXNQ89B0TFsbHpvqR7ZUvfxDDEsTUigGGPG_YkOIF7e230GFU.png\" — Chart with four columns, each is an age group, and different colors for different preferred customer contact channels

Preferred customer contact channels for different age groups.

This is why knowing your audience can pay off. It’s how you’ll prevent spending your time and budget on customer support technology for channels your customers don’t even use.

Boll & Branch, a luxury bedding brand, directs its focus on phone and chat. “Our customer demographic isn’t looking for self-serve support options, so they’ll reach out to speak with a person to verify their question or concern,” explains Lauren Donnelly, former director of CX at Boll & Branch.

Transparency is key. Fast Friends Fungi, the brand of functional mushrooms, proactively shares its holiday hours, response times, and shipping times on key channels, including social media, emails, and a website pop-up as the holidays approach.

“We aim to reply within 24 to 48 hours on weekdays. We may reply sooner, but we prefer to give ourselves some buffer. We don’t believe our team needs to be available 24/7, and we aren’t! Our company values being disconnected for our own mental sanity,” says Hilary Johnson, founder of Fast Friends Fungi.

4. Use customer support to enable sales

One of the best things about holiday customer support is that it isn’t—and shouldn’t be—siloed away from sales. In fact, it’s a core part of it. Some three in four consumers will spend more with businesses that provide a good customer experience, and companies that focus on customer experience are 60% more profitable.

What are some ways you can make that happen with your holiday support?

Just like sales associates in a physical store, your customer support agents should be fully equipped to answer product-specific questions and help the customer make their purchase decision.

Romain Lapeyre, CEO at ecommerce customer service software Gorgias, says this effort is more than worth it: “We’ve found that repeat purchases can be up to four times higher for customers who contacted support and had a positive experience. As an example, if 10% of your customers contact support and have a great experience, you can increase your repeat purchase rate by 30%.”

Another quick win he recommends is embedding your marketing efforts into support messages during the holiday season. “Support emails have a nearly 100% open rate—you should take advantage of that,” he adds.

\"0_3AtgijfwdVQytIyQwyX9ejWcWOkQnEgP5yIWOvg9_u9svuIgsbRyfdSIE2MaPvX6YMAMHj3OzdP9FdGZD94lidSYPZAIDtCuCoDR_IvjucM7d5WjLcUy-BkY8NU5toxvAvheQ3mlXY4PfNyo5uYUs.png\" — Sample customer service email that confirms a refund, plus a line that promotes a Black Friday sale

Sample customer service email with a line that enables holiday sales.

5. Field common requests with bots and self-service options

Many of your customer queries fall under the category of common requests. These include questions like:

“How long until my order is here?”
“How can I return my order?”
“Where should I enter the promo code?”
“Can I change the delivery address for my order?”
“Do you ship to [country]?”

These are quite easy to answer, and generally don’t take your agents long to solve. The problem arises when these common requests take up so much of your support team’s time that they don’t have the capacity to deal with more complex customer issues.

The solution? One option is a knowledge base that answers frequently asked questions. It needs to be easy to find and navigate, and always up-to-date, just like the one on the Steve Madden online store.

\"5B2Dk_s-UjpD816ARNp29jSOVb6mDCxOR3CE7FpHOceOIi2vbQiBzJlXWVcpV-wz0RqILoaQvO4gQggVX-hq_u1GiIYmXCGGgCipSGdN7pF003TZhmRgPOsFy2kq7d5CgauU1CiZWrzWKbpqiu0TWu0.png\" — Steve Madden knowledge base with a search bar and three highlighted categories (track order, return, report issue)

Knowledge base on Steve Madden’s website.

Another approach you can take is a bot that’s always visible at the corner of your website. Upon clicking it, visitors should see commonly asked questions and an option to ask follow-up questions or other questions they haven’t found the answer to themselves.

There are many ways to implement this—here’s how Topicals, a skin care brand, makes it work.

\"x3VYoOTvWwW5Nip1f097lGauN1UiXc_LWCFEZoaRImInaHRosK05cxCf-bYFbTUeonY8TLE3SNGOIAFgrUilGHGWAfFjQ2hEuEieU0dcQnygjtfcDOf-Cz8aQmUSB8S2S_jYa0fBbHeF2_RObyeBo9k.png\" — Topicals’ self-service support option at the bottom right corner, with frequently asked questions

Topicals’ self-service support option.

“When setting this up, let the customer know that the message they’re receiving is an automated response. While sending automated responses means that your customers are getting instant answers to their questions, it shouldn’t mean that your support team considers these conversations as closed,” suggests Romain Lapeyre, Gorgias’ CEO. “Your team should take a look to ensure that the bot responded properly, and answer any follow-up questions if needed.”

Not only does this technology make it easier to manage customer requests, shoppers who plan to spend more money are more likely to use technology while shopping. According to recent data collected in the Shopify–Gallup Holiday Shopping Pulse surveys, shoppers who plan to spend more than $1,200 this BFCM are at least twice as likely to use chatbots and virtual assistants (as well as technology like spatial commerce and VR).

6. Open internal communication

Customer support agents aren’t the only ones under extra stress during the peak shopping season. More orders mean more workload for everyone—marketing, design, product development, inventory management, and engineering.

So how can you ensure smooth internal communication with all that extra workload?

The best way to go is to integrate your customer support solution with a tool you use to communicate internally. This way, you can send all the context the other person needs to assist you or jump into the conversation with the customer. No repeating yourself and no loss of information on the way.

This approach works best when it’s also connected to your customer information—previous purchases, loyalty program status, and past customer service interactions. That way, every team can focus on their jobs instead of looking for the right customer detail.

7. Staff and outsource for extra demand

Should you consider outsourcing your customer support team to help with potential holiday overflow?

If there’s any chance your current team won’t be able to handle the ticket volume, the answer is yes. By the time the busy season rolls around, it might be too late to get the additional agents up to speed, so make a decision as early as you can. Use last year’s holiday peak to estimate the volume you can expect this year and run with that.

“You need enough seasonal help to respond to every customer in a timely manner, but the breakdown of channels where these inquiries are coming from is also crucial,” says Amanda Schermerhorn, former operations manager at Darn Good Yarn, an organic women’s clothing brand.

“For example, we learned that a majority of our questions were coming through either live chat or phone calls, which tells us our customers want an immediate response instead of leaving a message.” Darn Good Yarn used that data to hire and train for all of their live support queries over the holiday period.

At Boll & Branch, the team used to assign its outsourced customer support agents to phone calls, but it reconsidered its strategy. “We found that from a productivity and quality standpoint, it’s more beneficial for the outsourced team to clear the easy wins. This way, our internal teams who have the most access to updated product info can spend their time on inquiries that are harder to solve,” says Lauren Donnelly, former associate director of CX at Boll & Branch.

8. Win with customer service beyond the holidays

The best thing about holiday customer support is that you can make it a differentiator for your brand all year round.

Some customers will interact with you for the first time during this season, but when their delight is embedded into your company culture, many will want to buy from you all the time, not just when the holiday promotions roll around.

Take it from Bombas, a comfort-focused sock and apparel brand. Bombas is known for its 100% Happiness Guarantee, the policy that promises to replace or refund items if they’re torn, the wrong size, and even lost in the laundry or disappeared with lost luggage.

\"izI_yw6MBgpc3d7zvd3cx_9qPL2YWI2026WczejN5ZM7wQTqXK72Jltq9C7wKBMYauKKr6jIOp1EWzdgeT0fIOG_jmejlIiIgjeD-d0Nk9QIiPqZ5pC6xUjKNIJfA2aGetcv-vAPUb8qZWO0OQbgDwo.png\" — Bombas’ Happiness Guarantee page with a photo of a dog sitting in a pile of laundry

Bombas’ Happiness Guarantee page.

The brand empowers its team to live up to the ideals of this policy so they never have to wait for an approval to go above and beyond for a customer.

“The Happiness Guarantee is nothing without smart, passionate people making it real. Our hiring process is rigorous. We look for people who understand that, fundamentally, we’re treating every interaction as an opportunity to bring people closer to our brand,” says Drew Stadler, former VP of customer happiness at Bombas.

This is a brand differentiator, and Bombas has the numbers to prove it: Customers who reach out to the happiness team have twice the customer lifetime value (LTV) compared to those who don’t.

Russell Saks, the CEO of supplement brands Campus Protein and BEAM, encourages the support team to be more proactive than usual during the holidays. “We model this off of the shopping experience in your favorite retail store, where assistance comes to you instead of the other way around. This experience is what helps our customers feel confident about their purchase and that they arrived at the right website this holiday season,” he adds.

9. Support your customer support

The holidays are busy and exciting. But for online businesses and their support teams, they’re also stressful, with risks of frustration, exhaustion, and burnout.

That’s why making your support reps cared for and supported is essential.

One approach you can model is the one from Bombas. Drew Stadler, its former VP of customer happiness, lists some ways the company looks after its employees to make sure holidays don’t take a mental and physical toll on them:

Ensuring there’s sufficient staff so that everyone can take enough time off and stay healthy and rested.
Offering catered meals and snacks, team collaboration, and fun surprises to keep morale up.
Running weekly dedicated one-on-one meetings with the direct manager so each rep can share feedback and touch base on how they’re feeling.

\"H3WccC6rEZ59vzhw_YeI7_qUltN2_KEhSEoWknO98T6MfX0SjJRIDOUazHGXsPLVtR1_lGQFUJEIeSxWel_mJM4kfSWb_ZgSIYf6QOr3lzO2gQIF4RGxI-As2aEz5vTiNciRWQXi9patyKA7001XaH8.png\" — Photo of the Bombas team in the office, celebrating with confetti

Celebrations in the Bombas office.

At Magnolia, managers and supervisors run two daily touchpoint meetings. The morning one is for vision and preparation for the day, while the afternoon meeting is for recapping the day and reading positive feedback that came in for the team. “It’s crucial for us to focus on the positive feedback during holidays, because it’s so easy to get wrapped up in the hustle and bustle of the season,” says Sam Goff, former guest services manager at Magnolia.

Just like Bombas, folks at Magnolia ensure there are plenty of built-in breaks and team activities, as well as food, games, and Christmas music, so everyone can relax and have fun with each other.

10. Get the support you need

Finally: What do you need to feel supported, equipped, and ready for this holiday season?

What kind of customer support does your ecommerce platform offer? Are there risks of downtime due to high website traffic or transactions? Will it be challenging to manage a larger order and ticket volume in the back end of your online store?

Take the time right now to find answers to these questions. Also, check if your plan includes priority support, the channels you can use to get support, and the average waiting time.

For example, Shopify Plus offers 24/7 priority support to merchants, a 99.99% uptime, and help with third-party integrations or finding approved Shopify Plus Partners. In other words, Shopify Plus takes care of you so you can take care of your customers.

Get your customer support ready for this holiday season

A customer’s experience with your support team holds a lot of power. Do it wrong, and it’s the last interaction they have with you. Get it right, and you can turn this customer into a fan that keeps buying from you for years and sends other people your way.

That’s true all year round, but during holidays, getting it right is tougher.

It’s why you shouldn’t skip holiday prep for your support team. Set up your key support channels, communicate your support schedule to customers, lean on AI and self-service options to field common questions, and outsource some of your support if your current team’s capacity won’t be enough.

Put your customers first this holiday season, and you’ll reap the rewards for months and years to come.

Holiday customer service FAQ

How do you attract customers on holidays?

Run holiday marketing campaigns like gift bundles, custom discounts, limited-edition products, and gift-buying guides. Make the shopping experience smooth through transparent payment, shipping, and return options, and make customer support easy to reach.

How do you define great customer service?

The foundation of great customer service is knowing the needs of your target customers well, and using that knowledge to meet their expectations. Ensure easy, seamless interactions that solve customer issues quickly and with empathy—that’s what makes great customer service all year round.

Why is customer support important in ecommerce?

When you prioritize customer support in your ecommerce store, you generate more customer loyalty and trust, encourage repeat purchases, grow your brand awareness, and create the foundation for long-term growth.

","Turn holiday support stress into sales. Learn 10 actionable strategies to manage the BFCM rush & boost customer loyalty for your ecommerce brand.","

Turn holiday support stress into sales. Learn 10 actionable strategies to manage the BFCM rush & boost customer loyalty for your ecommerce brand.

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If selling to other businesses is on your ecommerce roadmap, you might be at the stage where examples of B2B stores can be a much-needed source of inspiration.

The global B2B ecommerce market is five times the size of B2C. It’s thriving. But if you search for examples of B2B ecommerce sites, you might run into outdated, inflexible B2B examples that don’t look like anything you’d want for your customers.

These 11 B2B ecommerce examples will inspire you to build a modern buying experience for your B2B customers. All of them run on Shopify, so you can see how brands use a single commerce platform to serve both B2B and DTC customers. You’ll see brilliant use cases for customer account features, educational content, product discovery, detailed product descriptions, and custom storefronts—all to help get your creative mind turning as you look to the future.

B2B ecommerce examples

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1. Dermalogica Pro: The ultimate educational hub

Dermalogica is a professional-grade skincare brand founded in 1986 by skin therapist Jane Wurwand. They cater both to consumers and skin therapists.

The latter shop through the brand’s Dermalogica Pro site. Although the entire ecommerce section is gated with a login page, the whole site is made to lead skincare professionals toward the most relevant, valuable resource based on what they need.

Here’s what retail partners can reach within a few clicks:

A learning library with on-demand learning, plus workshops customers can book and join online or in-person
\nProduct fact sheets for items used by professional skin therapists
\nFaceMapping PRO, a digital platform for professionals to start client appointments and treatments

Even without viewing the ecommerce side of Dermalogica Pro, it’s easy to see why many skin therapists buy from the brand again and again.

2. Mokobara: Personalized B2B storefronts

Mokobara was a luggage DTC brand before they expanded into B2B operations. They migrated to Shopify to launch a password-protected customer portal for wholesale buyers. This portal displays:

Dynamic bulk pricing
\nSelf-serve ordering and reordering
Product-customization options—for example, engravings or corporate branding

The site takes B2B personalization a step further with localized storefronts for two of the brand’s main markets: India and the UAE. The portal automatically adjusts currency, language, and payment methods based on each buyer’s location.

The result? Mokobara doubled revenue, experienced 30% growth, and saw a 30% increase in customer retention year-over-year.

Checklist: How to pick the right B2B ecommerce platform for your business

Run through a short checklist and see if your ecommerce platform is ready for B2B.

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3. Angelus Direct: Streamlined B2B ordering and production

Leather paint and sneaker-customization brand Angelus Direct once experienced a major B2B ecommerce challenge: a lack of unified data. Sales processes were lengthy and manual—their team didn’t have the insight they needed to forecast demand and plan accordingly.

“Order entry used to be this manual process of people writing things down on a scratchpad or writing out orders that came through fax or email, and there were constant errors,\" says CEO Tyler Angelos. \"Now we channel wholesale partners to our B2B portal on Shopify, so there's no discussion or intermediate area where someone might make a mistake.”

Since the B2B portal runs on Shopify, order history, inventory, and production data all sit in one place. As a result of this streamlined B2B ordering process, Tyler says the brand went from 100% wholesale distribution to a much healthier balance. Greater insight into how their clients buy—collected through unified data that aided a 10x increase in global sales—also enabled more efficient production.

“Because everything is connected, our production manager can now project months ahead of time with confidence,\" says Tyler. “We're not doing redundant production runs anymore because we have real-time visibility into exactly what we need.”

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4. Who Gives A Crap: Social values and shared mission

Who Gives A Crap is a sustainable household product brand with a purpose. It’s a B Corp that sells toilet paper and other goods made from 100% recycled or sustainably sourced products. This is paired with a social-cause marketing strategy that encourages other climate-concerned businesses to choose their products:

\nHalf of profits are donated to projects that provide clean water and sanitation to those in need.
Their VP of growth offers advice on how wholesale partners can scale their own businesses while prioritizing social impact.
\nProduct descriptions on their wholesale storefront reference sustainability credentials, like plastic-free packaging and B Corp certifications.

According to research from Bain & Company, this is becoming increasingly important: Half of B2B buyers assign more business to sustainable suppliers—a figure that could increase to two-thirds within the next three years.

Because their wholesale experience runs on a unified commerce platform, it’s easier to align B2B pricing and sustainability messaging across every channel.

\"Landing — Who Gives A Crap supports retail partners to join their mission.

5. Tony’s Chocolonely: The “ChocoPortal”

Tony’s Chocolonely has a valuable mission woven into the roots of their business. The brand was founded by Dutch TV journalist Teun van de Keuken after he learned of illegal labor in the chocolate supply chain and decided to launch his own confectionery brand.

Tony’s started with a one-off batch of 5,000 fair trade and traceable chocolate bars—but they were a hit. It’s since grown into one of the fastest-growing chocolatiers in the world.

A network of retail partners plays a role in Tony’s success. They sell to other businesses through an online “ChocoPortal,” where buyers can manage tiered B2B pricing, view flexible pricing options, and apply volume discounts.

Plus, as a result of the B2B portal pulling inventory, order, and customer data from the same unified commerce platform that powers its DTC storefront, Tony’s has experienced double-digit revenue growth across four key markets.

\"Eight — Tony’s Chocolonely’s ChocoPortal displays bulk discounts and wholesale pricing. Source: Ask Phill.

6. CeramicSpeed: Super speedy user experiences

CeramicSpeed is a premium bicycle parts manufacturer with inventory handbuilt in their Denmark HQ. But the B2B brand isn’t limited to the local area when selling to B2B customers. They have a storefront that reaches buyers across the globe, and serves them a world-class user experience as they browse.

Business buyers often know exactly what SKUs they need and value speed, reliability, and bulk volume features. CeramicSpeed delivers on these expectations using Shopify to offer:

Advanced search and filtering options
An app that lets traveling agents place orders for stores 5% faster, thanks to unified data inside the commerce platform

“In the US, our sales reps drive to different bike shops in America, and one feature we could not live without is the Shopify app,” says ecommerce specialist Lukas L. Dalsgaard. “It’s a back-end user app where sales reps can log in on their phone and easily place orders on behalf of customers whilst on the road.”

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7. The Conran Shop: Trade program for interior designers

The Conran Shop is a premium furniture B2B brand with two branches to their business: wholesale and trade. They host a specialist program for the latter, created exclusively for industry professionals such as interior designers and architects.

This trade program gives partners:

A dedicated account manager
Competitive wholesale pricing and bundles
Flexible payment and delivery options
Access to private store events
Consultations and showroom appointments at its London retail store

The Conran Shop uses Shopify’s unified data model to personalize the experience for trade members both online and offline.

“For a high-consideration proposition like The Conran Shop, [unified commerce] enables customers to be much more seamless in the way they move between the online and in-store experience, whereas before it was totally separated,” says digital director Richard Voyce.

8. AMR Hair & Beauty: Advanced search and filtering options

B2B beauty brands contend with large product catalogs as each item has multiple variations. AMR Hair & Beauty faced this challenge firsthand. Founder Ammar Issa described seven years of “torture” with their previous ecommerce platform, which hosted a product catalog of over 6,000 items.

AMR Hair & Beauty turned to Shopify to deliver better user experiences to buyers. Now, they have advanced search and filtering options that allow B2B customers to narrow down what they’re looking for alongside B2B pricing and incentives.

“Right now, we have two login options, one for public consumers and one for B2B customers,” Ammar says. “We have 10 different pricing tiers for B2B customers, and Shopify automatically shows them the right one based on their customer status.”

This approach has led to a 77% rise in B2B average order value (AOV), alongside a 200% increase in sales and 93% growth in conversion rate year-over-year.

Explore how to run and grow your B2B business on Shopify

Shopify comes with built-in B2B features that help you sell wholesale and direct to consumers from the same website. Tailor the shopping experience for each buyer with customized product and pricing publishing, quantity rules, payment terms, and more.

\nExplore now\n

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9. Allied Medical: Search-optimized content hub

Allied Medical is a healthcare brand with a custom portal to facilitate online B2B orders. To drive buyers toward this site, they publish a range of SEO-focused content on their website to target long-tail keywords such as:

Why is sitting important?
How to travel with a powerchair
Fixed frame vs. folding wheelchairs

What’s especially great about this B2B marketing strategy is that each article subtly references related products. In this one about wheelchairs, for example, they compare the two types of chair and shortlist factors to consider when purchasing one. Below that, readers find recommendations of B2B products that meet the criteria:

\"Blog — Allied Medical’s search-optimized content links to B2B products.

Because Allied Medical’s portal runs on Shopify, buyers can move from educational content to a tailored product catalog in a few clicks.

10. DECKED: Custom dealer locator app

DECKED is a B2B brand that sells truck bed storage, tools, and accessories. But instead of selling exclusively to other brands, DECKED uses their network of retail partners to sell direct-to-consumer.

This is a smart move, considering:

\nCustomer demands are complex. Products are specific to each customer’s vehicle, making search more complicated than in other industries.
\nFinancing options are confusing. DECKED needed to review their entire checkout process to revamp the customer experience, including the adoption of Shop Pay and in-cart customization options—the latter of which boasts a 50% adoption rate.
\nCustomers wanted to buy in-store. Instead of operating their own retail stores, DECKED diverts shoppers to local custom dealers. These partners offer installation services to further enhance the customer experience.

Unified data underpins DECKED’s ability to offer this type of seamless customer experience, while using its brand recognition to spotlight partners.

“We can match dealers not just by proximity and location, but also based on those who have our product displays or only carry specific items from our range,\" says VP of ecommerce Taylor Straley.

\"This capability allows us to tailor our customer experience and product discovery recommendation efforts more effectively. Importantly, it benefits the customer by enabling us to gather and utilize search and contact data, ensuring a direct connection from our website to the appropriate dealer.\"

\"Map — DECKED’s dealer locator spotlights retail partners.

11. The Somewhere Co: Exclusive retail partnerships

Selling to other retailers is a two-way street. Partners want reliable products they can turn a profit on when reselling—you want greater exposure for your inventory. Where things tend to get tricky, however, is spotlighting those retail partners fairly.

The Somewhere Co. does this with ZIP-code exclusivity. Partners are asked to share their store’s location on the brand’s wholesale application form.

“We know how important it is for our stockists to stand out,” the retailer says. “That’s why we offer postcode exclusivity to stockists who meet our requirements and carry a strong representation of their category.”

By running their wholesale program on Shopify, The Somewhere Co. reduced average order time by 33%, making it easier for retail partners to place fast, accurate orders.

Turn inspiration into brilliant B2B ecommerce action

At this point, it’s clear that B2B brands can put the customer first and make their buying experience not just bearable, but enjoyable.

And they do it for both the DTC and B2B sides of their business from the same platform. These B2B examples are proof it can be done. You don’t have to sacrifice one to make the other one work smoothly.

With the right unified commerce platform, you can do the same and tailor the experience for each buyer—from vendors and dealers to small businesses and professionals—with customized payment terms, product pricing, and quantity rules.

Make ordering (and reordering) in your B2B store a delightful customer journey with Shopify’s B2B ecommerce solution. Leading brands like Brooklinen and SANJO have already done so, going from a manual and time-consuming process to one that’s streamlined and simple. Lean on Shopify to do the same.

Explore how to run and grow your B2B business on Shopify

\nExplore now\n

B2B ecommerce examples FAQ

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What is an example of B2B ecommerce?

Dermalogica Pro is an example of B2B ecommerce. The brand sells to retail partners—for example, skin therapists and aestheticians—through an online customer portal that displays wholesale price lists, product catalogs, and personalized payment terms.

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Is Shopify a B2B or B2C?

Shopify is a commerce platform that supports both B2B and B2C business models. Businesses use Shopify to sell to other retailers, distributors, or professionals, as well as directly to consumers, all from the same platform.

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What is a B2B business with an example?

A B2B business is a business that sells to another business, like a wholesaler or a retailer. For example, a hair care product supplier can sell to hair salons and hairdressers, and a fitness equipment manufacturer can sell to gyms and personal trainers.

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What is a B2B website?

A B2B website is a business website that facilitates the exchange of information, goods, or services with another business. It’s the home of all digital marketing activities and can assist the sales process for B2B brands.

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What are common characteristics of a B2B ecommerce website?

On B2B ecommerce websites, you’ll often find:

Faceted search
A range of payment options, including purchase orders
Educational hubs with tutorials, videos, webinars, and blog posts
Dynamic pricing
A dedicated wholesale/dealer portal
Bulk-ordering capabilities

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What are the benefits and challenges of B2B self-service ecommerce?

Self-service B2B ecommerce lets business buyers place, manage, and repeat orders without going through a sales rep. Among these b2b ecommerce examples, Mokobara's password-protected wholesale portal shows the benefit clearly: buyers get dynamic bulk pricing, self-serve ordering and reordering, and product customization options like engravings, all without waiting on a rep. Angelus Direct saw a similar payoff after moving wholesale partners onto a self-service B2B portal, replacing manual order entry through scratchpads, fax, and email with a single system that helped drive a 10x increase in global sales. The main challenge is unifying data behind the scenes. Self-service only works smoothly when inventory, pricing, and order history all live in one place, and when catalogs are large—AMR Hair & Beauty manages more than 6,000 products—advanced search and filtering become necessary to keep self-service buyers from getting stuck.

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What features do these B2B ecommerce examples have in common?

Across these b2b ecommerce examples, a handful of features show up again and again:

Tiered or dynamic B2B pricing, like Tony's Chocolonely's ChocoPortal and AMR Hair & Beauty's 10 pricing tiers
Self-serve ordering and reordering, as offered through Mokobara's wholesale customer portal
Advanced search and filtering, used by CeramicSpeed and AMR Hair & Beauty to help buyers navigate large catalogs
Dedicated wholesale or trade portals, such as Dermalogica Pro's gated login area and The Conran Shop's trade program
Flexible payment and delivery terms, offered to trade members through The Conran Shop
Location-based tools, including DECKED's dealer locator app and The Somewhere Co.'s ZIP-code exclusivity for stockists

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","See 11 real B2B ecommerce examples built on Shopify and learn how brands deliver modern, streamlined buying experiences for business customers.","

See 11 real B2B ecommerce examples built on Shopify and learn how brands deliver modern, streamlined buying experiences for business customers.

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prospect’s information","forms.referral.contactHeading","Your contact information","forms.referral.disclaimer","For more information on how we collect and use personal information, see our Privacy Policy.","forms.referral.fullName.label","Prospect’s name","forms.referral.fullName.error","Please enter the prospect’s name","forms.referral.email.label","Prospect’s email address","forms.referral.email.error","Please enter the prospect’s email address","forms.referral.phone.label","Prospect’s phone number","forms.referral.phone.error","Please enter the prospect’s phone number","forms.referral.company.label","Prospect’s business name","forms.referral.company.error","Please enter the prospect’s business name","forms.referral.website.label","Prospect’s business website","forms.referral.website.error","Please enter the prospect’s business website","forms.referral.country.label","Prospect’s country","forms.referral.country.error","Please select the prospect’s country","forms.referral.country.defaultValue","United States","forms.referral.state.label","Prospect’s region","forms.referral.state.error","Please select the prospect’s region","forms.referral.currentEcommercePlatform.label","Prospect’s current platform","forms.referral.currentEcommercePlatform.error","Please select the prospect’s current ecommerce platform","forms.referral.annualRevenue.label","Prospect’s total annual revenue","forms.referral.annualRevenue.error","Please select the prospect’s annual revenue volume","forms.referral.partnerInvolvement.heading","Would you like to work with the Shopify Plus sales team to close this deal?","forms.referral.partnerInvolvement.optionYes.label","Yes","forms.referral.partnerInvolvement.optionYes.value","Partner will tag-team with the Plus Sales Team.","forms.referral.partnerInvolvement.optionNo.label","No","forms.referral.partnerInvolvement.optionNo.value","Partner will close the deal on their own - no Plus Sales Team involvement.","forms.referral.sellingRegulatedIndustries.heading","Does your prospect sell in a regulated industry (cannabis, alcohol, medical devices, natural health products, pharmaceuticals)?","forms.referral.sellingRegulatedIndustries.optionYes.label","forms.referral.sellingRegulatedIndustries.optionYes.value","forms.referral.sellingRegulatedIndustries.optionNo.label","forms.referral.sellingRegulatedIndustries.optionNo.value","false","forms.referral.referringPartnerNotes.label","Anything else to add?","forms.referral.referringPartnerNotes.placeholder","Annual online vs. offline revenue, expected project kickoff, relationship with merchant","forms.referral.referrerName.label","Your full name","forms.referral.referrerName.error","Please enter your full name","forms.referral.referrerEmail.label","Your email address","forms.referral.referrerEmail.error","Please enter a valid email address","forms.referral.referrerLocation.label","Your region","forms.referral.referrerLocation.error","Please enter your region or country","forms.referral.partnerName.label","Your business name","forms.referral.partnerName.error","Please enter your agency’s name","forms.referral.partnerRefCode.label","Your partner referral code","forms.referral.partnerRefCode.error","Please enter your partner referral code","forms.referral.submit.label","Submit","forms.referral.submit.label_submitting","Submitting...","forms.contact.error_heading","Sorry but we’re having some problems sending your details.","forms.contact.error_message_html","Please send us an email at plus@shopify.com or try again later.","forms.contact.fullName.label","Full name","forms.contact.fullName.error","forms.contact.email.label","Business email","forms.contact.email.error","forms.contact.phone.label","Business phone","forms.contact.phone.error","Please enter your business phone number","forms.contact.company.label","forms.contact.company.error","Please enter your company name","forms.contact.website.label","Website URL","forms.contact.website.error","Please enter your website URL","forms.contact.country.label","Country","forms.contact.country.error","Please select your country","forms.contact.new.fields.country.default","Select one","forms.contact.annualRevenue.label","Annual revenue volume","forms.contact.annualRevenue.error","Please select your annual revenue volume","forms.contact.isAgency.heading","Are you an agency contacting us on behalf of a brand?","forms.contact.isAgency.optionYes.label","forms.contact.isAgency.optionNo.label","forms.defaultValues.country","forms.disclaimer","By submitting this form, you agree to receive promotional messages from Shopify about its products and services. You can unsubscribe at any time by clicking on the link at the bottom of our emails.","forms.partnersDisclaimer","By submitting this form, you agree to Shopify and its partners using your data for the purposes of marketing Shopify's services to you, in accordance with Shopify's Privacy Policy. You may opt out from emails by clicking unsubscribe and from all other marketing as detailed in our Privacy Policy.","contactCustomizations.heading","Get in touch with an expert.","contactCustomizations.message","contactCustomizations.freeTrialCard.headingHtml","Get started faster","contactCustomizations.freeTrialCard.subheadHtml","Skip the form and start exploring Shopify Plus now.","contactCustomizations.freeTrialCard.gmvHeadingHtml","Skip the form, earn more","contactCustomizations.freeTrialCard.gmvSubheadHtml","When you sign up now, you'll get up to {{gmvCredits}} in credits with {{gmvRate}} back on all sales.*","contactCustomizations.gmvTermsApplyHtml"," *Terms apply","contactCustomizations.preformMessageHtml","Already using Shopify?
Learn how to upgrade to Shopify Plus","contactCustomizations.infoList.0","Get detailed pricing","contactCustomizations.infoList.1","See how much you could save with Shopify","contactCustomizations.infoList.2","Learn how Shopify adapts to your systems","contactCustomizations.infoList.3","Get help migrating","contactCustomizations.callUs.heading","Want to chat sooner? Give us a call.","contactCustomizations.callUs.message","Monday to Friday 9am-6pm ET","contactCustomizations.callUs.button","1-844-686-1946","contactCustomizations.form.button","Submit form","contactCustomizations.form.button_submitting","contactCustomizations.chat.heading","Questions? Chat with sales.","contactCustomizations.chat.button","Start live chat","contactCustomizations.quote.text","Speed and agility aren’t words that typically describe enterprise companies. Shopify Plus enables us to move fast, add enhancements, and operate more like a startup.","contactCustomizations.quote.source","Michael Rosania","contactCustomizations.quote.title","Head of D2C Ecommerce, Reckitt-Benckiser","contactCustomizations.thanks.heading","Thank you","contactCustomizations.thanks.message","A Shopify Plus sales expert will contact you soon.","contactCustomizations.freeTrial.heading","Thank you!","contactCustomizations.freeTrial.kicker_one","Once your free trial expires, enjoy your first month for {{paidTrialAmount}}.","contactCustomizations.freeTrial.kicker_other","Once your free trial expires, enjoy your first {{count}} months for {{paidTrialAmount}}/month.","contactCustomizations.freeTrial.subheadHtml","The best way to get started is with a free trial.","contactCustomizations.freeTrial.subheadHtml_other","A representative will be in touch soon. In the meantime, we recommend getting started with a free Shopify trial.","contactCustomizations.freeTrial.support.heading","Need help getting started?","contactCustomizations.freeTrial.support.subheadHtml","Get more assistance with product articles and videos from our support team.","contactCustomizations.freeTrial.support.link","Browse help center","contactCustomizations.leadsToPartnersExp.headingGroup.heading","Thank you!
We'll be in touch soon.","contactCustomizations.leadsToPartnersExp.headingGroup.headingLowGMV","contactCustomizations.leadsToPartnersExp.headingGroup.subheadLowGMV","Based on the information provided, the best way to get started is with a free Shopify trial.","contactCustomizations.leadsToPartnersExp.headingGroup.subheadPartner","Based on the information provided, a Shopify Partner may reach out to discuss ways to grow your business. In the meantime, kickstart your journey with a free trial.","contactCustomizations.leadsToPartnersExp.fullCard.headingGroup.heading","Explore Shopify while you wait","contactCustomizations.leadsToPartnersExp.fullCard.headingGroup.headingMidGMV","Explore Shopify","contactCustomizations.leadsToPartnersExp.fullCard.headingGroup.headingLowGMV","Try Shopify for free","contactCustomizations.leadsToPartnersExp.fullCard.headingGroup.subhead","Sign up for a free trial, then enjoy your first month on Basic, Shopify, or Advanced for {{paidTrialAmount}}. Subscribe to Plus at anytime.","contactCustomizations.leadsToPartnersExp.fullCard.headingGroup.subheadMidGMV","Sign up for a free trial, then enjoy your first month on Basic, Shopify, or Advanced for {{paidTrialAmount}}.
You can also try 1 month of Plus for {{plusTrialAmount}}.","contactCustomizations.leadsToPartnersExp.fullCard.headingGroup.subheadLowGMV","Explore a free 3-day trial, then enjoy your first month on a Basic, Shopify, or Advanced plan for just {{paidTrialAmount}}.","contactCustomizations.leadsToPartnersExp.cards.0.headingGroup.headingHtml","Get started with Plus","contactCustomizations.leadsToPartnersExp.cards.0.headingGroup.subheadHtml","Ready to go? Subscribe to Plus today and instantly unlock exclusive features.","contactCustomizations.leadsToPartnersExp.cards.0.headingGroup.subheadHtml_lowGMV","Ready to go? You can also try 1 month of Plus for {{plusTrialAmount}}. Subscribe to Plus today and instantly unlock exclusive features.","contactCustomizations.leadsToPartnersExp.cards.0.headingGroup.subheadHtml_highGMV","Try Plus today and instantly unlock exclusive features.","contactCustomizations.leadsToPartnersExp.cards.0.link.href","{{deeplinkFreeTrial}}","contactCustomizations.leadsToPartnersExp.cards.0.link.text","Subscribe to Plus","contactCustomizations.leadsToPartnersExp.cards.0.link.text_plusTrialFlagEnabled","Try 1 month of Plus for {{plusTrialAmount}}","contactCustomizations.leadsToPartnersExp.cards.1.headingGroup.headingHtml","Calculate ownership costs","contactCustomizations.leadsToPartnersExp.cards.1.headingGroup.subheadHtml","Enter your business details and compare Shopify to your current ownership costs.","contactCustomizations.leadsToPartnersExp.cards.1.link.href","{{site, url(path: '/compare/tco')}}","contactCustomizations.leadsToPartnersExp.cards.1.link.text","Calculate costs","contactCustomizations.leadsToPartnersExp.cards.2.headingGroup.headingHtml","Read case studies","contactCustomizations.leadsToPartnersExp.cards.2.headingGroup.subheadHtml","Find out why the world's best brands choose Shopify. ","contactCustomizations.leadsToPartnersExp.cards.2.link.href","{{site, url(path: '/case-studies')}}","contactCustomizations.leadsToPartnersExp.cards.2.link.text","Learn more","contactCustomizations.leadsToPartnersExp.cards.3.headingGroup.headingHtml","Explore Help Center","contactCustomizations.leadsToPartnersExp.cards.3.headingGroup.subheadHtml","Browse through product articles and videos from our support team.","contactCustomizations.leadsToPartnersExp.cards.3.link.href","{{help, url(path: '/')}}","contactCustomizations.leadsToPartnersExp.cards.3.link.text","Browse Help Center","contactCustomizations.emailVerification.heading","You're almost done","contactCustomizations.emailVerification.subheadHtml","We've sent a quick verification check to {{email}}. Click the link in the email to complete your request.","contactCustomizations.emailVerification.noEmail","Don't see the email?","contactCustomizations.emailVerification.checkSpam","Check your spam folder or ","contactCustomizations.emailVerification.resubmitLink","resubmit","contactCustomizations.emailVerification.updateEmail"," the form to update your email address.","gmvConversion.headingHtml","Scale up. Earn back.","gmvConversion.subheadHtml","Sign up online and get {{gmvRate}} back on sales.
That's up to {{gmvCredits}} in credits.","gmvHero.subheadHtml","Sign up online and earn up to {{gmvCredits}} in credits.","webinar.error_heading","Sorry but we’re having some problems completing your registration.","webinar.error_message_html","webinar.name.label","webinar.name.error","webinar.email.label","webinar.email.error","webinar.phone.label","webinar.phone.error","webinar.title.label","Job title","webinar.title.error","Please enter your job title","webinar.company.label","webinar.company.error","webinar.website.label","webinar.website.error","webinar.accessCode.label","Access code","webinar.accessCode.error","Please enter the access code to continue","webinar.accessCode.authError","Incorrect access code. Please try again","webinar.annualRevenue.label","Annual revenue","webinar.annualRevenue.error","Please enter your annual revenue","webinar.annualRevenue.options.DEFAULT","webinar.annualRevenue.options.UNKNOWN","Unknown","webinar.annualRevenue.options.UNDER_1M","Up to 1 million dollars","webinar.annualRevenue.options.BETWEEN_1M_30M","1 to 30 million dollars","webinar.annualRevenue.options.BETWEEN_30M_100M","30 to 100 million dollars","webinar.annualRevenue.options.OVER_100M","Over 100 million dollars","webinar.annualOfflineRevenue.label","Annual offline revenue","webinar.annualOfflineRevenue.error","Please enter your annual offline revenue","webinar.annualOfflineRevenue.options.DEFAULT","webinar.annualOfflineRevenue.options.UNDER_250K","$0 to $250,000","webinar.annualOfflineRevenue.options.BETWEEN_250K_500K","$250,000 to $500,000","webinar.annualOfflineRevenue.options.BETWEEN_500K_1M","$500,000 to $1,000,000","webinar.annualOfflineRevenue.options.BETWEEN_1M_10M","$1,000,000 to $10,000,000","webinar.annualOfflineRevenue.options.OVER_10M","$10,000,000+","webinar.marketingCommunicationConsent.label","I consent to receive promotional communications from Shopify and the partners that provide these resources. I understand I can unsubscribe at any time. More information can be found in our Privacy Policy.","webinar.thanks.heading","Thank you for registering!","webinar.thanks.subheading","See you on {{date}}! We'll send you a unique link for the event before it begins.","webinar.thanks.subheading_onehourbefore","A link for you to watch the event will be emailed to you shortly.","webinar.thanks.subheading_after","Please check your email for a link to the recorded video.","webinar.thanks.message","Add to your calendar","webinar.homeLink.text","Go to Shopify.com","webinar.protected.subheading","This is a private event.","event.thanks.heading","event.thanks.heading_bookmeeting","Thank you for your request","event.thanks.heading_isFull","Thank you for joining the waitlist","event.thanks.subheading","We will see you soon.","event.thanks.subheading_bookmeeting","We will reach out shortly to confirm your meeting.","event.thanks.subheading_isFull","We will be in touch to confirm your registration status.","event.thanks.message","contact.thanks.heading","contact.thanks.message","contact.callUs.heading","contact.callUs.message","contact.callUs.button","resource.thanks.heading","Thank you for your interest in this resource","resource.thanks.download_button_label","Download now","submit.label","submit.label_submitting","lead.error_heading","lead.error_message_html","lead.name.label","lead.name.error","lead.email.label","lead.email.error","lead.phone.label","lead.phone.error","lead.title.label","lead.title.error","lead.company.label","lead.company.error","lead.partnerId.error","Partner ID is required","lead.website.label","lead.website.error","lead.industries.label","Industry","lead.industries.error","Please select your industry","lead.industries.options.DEFAULT","lead.industries.options.ADULT","Adult","lead.industries.options.ALCOHOL","Alcohol","lead.industries.options.ANIMALS_AND_PET_SUPPLIES","Animals & Pet Supplies","lead.industries.options.APPAREL_AND_ACCESSORIES","Apparel & Accessories","lead.industries.options.ART_AND_PHOTOGRAPHY","Art & Photography","lead.industries.options.AVIATION_AND_AEROSPACE","Aviation & Aerospace","lead.industries.options.BABY_AND_TODDLER","Baby & Toddler","lead.industries.options.BANKING_FINANCE_INSURANCE","Banking, Finance, Insurance","lead.industries.options.CHARITY_NONPROFIT_AND_ORGANIZATIONS","Charity, Non-Profit & Organizations","lead.industries.options.CONSTRUCTION_AND_INDUSTRIAL","Construction & Industrial","lead.industries.options.EDUCATION","Education","lead.industries.options.ELECTRONICS_AND_GADGETS","Electronics & Gadgets","lead.industries.options.ENTERTAINMENT","Entertainment","lead.industries.options.FOOD_AND_BEVERAGE","Food & Beverage (excl. Alcohol)","lead.industries.options.FURNITURE","Furniture","lead.industries.options.GIFTS_AND_COLLECTIBLES","Gifts & Collectibles","lead.industries.options.HEALTH_AND_BEAUTY","Health & Beauty (excl. Pharma)","lead.industries.options.HOME_DECOR","Home Decor","lead.industries.options.JEWELRY","Jewelry","lead.industries.options.MEDIA_AND_COMMUNICATION","Media & Communication","lead.industries.options.REGULATED_INDUSTRY_CANNABIS","Regulated Industry - Cannabis","lead.industries.options.REGULATED_INDUSTRY_FIREARMS","Regulated Industry - Firearms","lead.industries.options.REGULATED_INDUSTRY_PHARMA","Regulated Industry - Pharma","lead.industries.options.REGULATED_INDUSTRY_TOBACCO","Regulated Industry - Tobacco","lead.industries.options.SERVICES","Services","lead.industries.options.SPORTS_AMD_RECREATION","Sports & Recreation (excl. Firearms)","lead.industries.options.STATIONERY_AND_OFFICE_SUPPLIES","Stationery & Office Supplies","lead.industries.options.TOYS_AND_GAMES","Toys & Games","lead.industries.options.TRAVEL_AND_TOURISM","Travel & Tourism","lead.industries.options.VEHICLES_AND_PARTS","Vehicles & Parts","lead.industries.options.OTHER","Other","lead.posSystem.label","Current POS solution","lead.posSystem.error","Please select your current POS solution","lead.posSystem.options.DEFAULT","lead.posSystem.options.APTOS","Aptos","lead.posSystem.options.CEGID","Cegid","lead.posSystem.options.CELERANT","Celerant","lead.posSystem.options.CLOVER","Clover","lead.posSystem.options.HEARTLAND_RETAIL","Heartland Retail","lead.posSystem.options.KWI_CLOUD9","KWI Cloud9","lead.posSystem.options.LIGHTSPEED","Lightspeed","lead.posSystem.options.NEWSTORE","Newstore","lead.posSystem.options.OTHER","lead.posSystem.options.PREDICTSPRING","Predictspring","lead.posSystem.options.RETAIL_PRO","Retail Pro","lead.posSystem.options.SQUARE","Square","lead.posSystem.options.STRIPE","Stripe","lead.posSystem.options.SUMUP","SumUp","lead.posSystem.options.TEAMWORK_COMMERCE","Teamwork Commerce","lead.marketingCommunicationConsent.label","lead.marketingCommunicationConsent.disclaimer","By submitting this form, you agree to receive promotional messages from Shopify and the partners that provide these resources about its products and services. You can unsubscribe at any time by clicking on the link at the bottom of our emails.","lead.revenueRanges.options.DEFAULT","lead.revenueRanges.options.LESS_THAN_250K","Less than {{currency}}","lead.annualOnlineRevenueRange.label","Annual online revenue","lead.annualOnlineRevenueRange.error","Please enter your annual online revenue","lead.annualOfflineRevenueRange.label","Annual in-store revenue","lead.annualOfflineRevenueRange.error","Please enter your annual in-store revenue","lead.annualB2bRevenueRange.label","Annual online B2B revenue","lead.annualB2bRevenueRange.error","Please enter your annual online B2B revenue","lead.locations.label","Current retail locations","lead.locations.error","Please select your current number of retail locations ","lead.locations.options.DEFAULT","lead.locations.options.ONE","1","lead.locations.options.TWO_TO_THREE","2 to 3","lead.locations.options.FOUR_TO_TEN","4 to 10","lead.locations.options.ELEVEN_TO_TWENTY","11 to 20","lead.locations.options.TWENTY_ONE_TO_TWO_HUNDRED","21 to 200","lead.locations.options.TWO_HUNDRED_PLUS","200+","lead.locations.options.NO_LOCATIONS","No locations","lead.locations.options.OPENING_SOON","Opening soon","lead.jobTitle.label","lead.jobTitle.error","lead.city.label","City","lead.city.error","Please enter your city","lead.state.label","State","lead.state.error","Please select your state","lead.country.label","lead.country.error","lead.country.defaultCountryOption","lead.dietaryRestrictions.label","Please indicate dietary restriction/food allergy","lead.dietaryRestrictions.optional","Optional","lead.dietaryRestrictions.options.0","Dairy Free","lead.dietaryRestrictions.options.1","Gluten Free","lead.dietaryRestrictions.options.2","Halal","lead.dietaryRestrictions.options.3","Kosher","lead.dietaryRestrictions.options.4","Lactose Free","lead.dietaryRestrictions.options.5","Nut allergy","lead.dietaryRestrictions.options.6","Shellfish","lead.dietaryRestrictions.options.7","Vegan","lead.dietaryRestrictions.options.8","Vegetarian","lead.dietaryRestrictions.options.9","Others","lead.dietaryRestrictions.textFieldLabel","lead.dietaryRestrictions.error","Please enter your dietary restrictions","lead.accessibilityNeeds.label","Please let us know if you have any accessibility requirements","lead.accessibilityNeeds.optional","lead.accessibilityNeeds.options.0","Hearing","lead.accessibilityNeeds.options.1","Lactation/Nursing Room","lead.accessibilityNeeds.options.2","Mobility","lead.accessibilityNeeds.options.3","Vision","lead.accessibilityNeeds.options.4","lead.accessibilityNeeds.textFieldLabel","lead.accessibilityNeeds.error","Please enter your accessibility requirements","lead.businessAddress.heading","Share your store address","lead.businessAddress.subheading","Get customized support based on your location.*","lead.businessAddress.multipleLocationsNote","*Multiple locations? Enter the address of your busiest store.","lead.businessAddress.submitLabel","Submit address","lead.businessAddress.startFreeTrial","Start free trial","lead.businessAddress.successMessage","Thanks!","lead.businessAddress.startAFreeTrial","start a free trial.","lead.businessAddress.mobileSubheading","Share your store address for customized market support.* Or","lead.businessAddress.watchDemoText","Want a sneak peek? Take a look at our product tour.","lead.streetAddress.label","Street Address","lead.streetAddress.error","Please enter your street address","lead.postalCode.label","Postal/Zip Code","lead.postalCode.error","Please enter your postal/zip code","fileUpload.required","Please select a file","fileUpload.invalid","Only one file is allowed","fileUpload.tooLarge","File is too large","fileUpload.invalidType","File type is not accepted","fileUpload.invalidExtension","File extension is not accepted","fileUpload.multipleRequired","At least one file is required","fileUpload.tooManyFiles","Too many files 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Yoga Business Marketing Plan Template","content","Bring more students to the mat with this marketing plan built for yoga studios and wellness businesses.","cta","Download template","modal_headline","Get the free yoga business marketing plan template delivered right to your inbox.","Free Website Launch Checklist","Launch with confidence, not crossed fingers. This comprehensive checklist covers pre-launch essentials, launch-day tactics, and post-launch must-dos to keep your site running smoothly.","Get the checklist delivered right to your inbox.","modal_success_heading","Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify.","Free White Paper Template","Share your experience and establish your authority. This template offers a framework for creating compelling, trustworthy white papers.","Get the template now","Get the template delivered right to your inbox.","Free Reading List: Video Marketing Tips and Tricks","Video marketing is a powerful tool you can’t afford to ignore. Get a crash course with our free, curated list of high-impact articles.","Get the free reading list","Get the reading list delivered right to your inbox.","Free Value Proposition Template","Share what makes your brand stand out. Convince customers to consider, click, and buy. Our template makes it easy.","Free Value Chain Template","Explore your business activities and discover new ways to lower costs and improve quality. This template helps you analyze each step for better performance.","Get our template delivered right to your inbox.","Free Unique Value Proposition Template","Clearly define what sets your business apart with this easy-to-use template.","Free Use Case Template","Do your products hold hidden value? Use this free template to spot new sales opportunities.","Free Unit Price Calculator","Pricing shouldn't be a guessing game. Price products profitably with this simple calculator that factors in all your costs—even the hidden ones.","Download calculator","Get the free unit price calculator delivered right to your inbox.","Free Ebook: Twitter Marketing for Small Businesses","This guide will teach you everything from earning your first followers to getting the most out of Twitter’s advertising platform. Claim your free download to get instant access.","Get the free ebook now","Get Twitter Marketing for Small Businesses delivered right to your inbox.","Free Download: The Online Sellers Guide to In-Person Sales","In-person selling is more approachable than ever. This guide covers why selling in person can reduce customer acquisition costs, how to build a plan that will scale with your business, and tactics from ecommerce sellers that made the move successfully.","Get your free guide now","Get your free guide","Thanks for downloading. You'll receive your free copy soon. In the meantime, start building your store with a free trial of Shopify.","Your Complete Guide To Starting a T-Shirt Business","Turn your passion for fashion into a thriving business. This free comprehensive guide walks you through each step of launching your own t-shirt business, from design to sales.","Get the guide delivered right to your inbox.","Free: Shopify Store Trust Checklist","Shopify’s research team conducted a series of in-depth interviews with North American shoppers to learn how customer trust is formed in online stores. This checklist is a summary of their findings, created to help business owners understand what essential aspects of their online store experience creates trust among customers, along with the trust-busting mistakes to avoid.","Get the checklist now","Free Personal Trainer Business Plan Template","Transform your passion into a profitable business with this comprehensive resource.","Get the free personal trainer business plan template delivered right to your inbox.","Free Personal Training Business Checklist","Launch your fitness business with the same precision as your workout plans. This essentials checklist helps transform passionate trainers into successful entrepreneurs.","Download checklist","Get the free personal training business checklist delivered right to your inbox.","Free Download: 6 Steps to Get Your Business Ready for Tax Season","Tax season is stressful for any business owner. This guide will go through the process of filing income taxes in America and provide you with checklists to keep you organized and prepared.","Free Spray Tan Business Checklist","Turn your tanning skills into a glowing business with this comprehensive guide—the essential checklist that helps you launch with confidence.","Get the free spray tan business checklist delivered right to your inbox.","Free: SWOT Analysis Template","Get your free SWOT Analysis Template. Use this free PDF to future-proof your business by identifying your strengths, weaknesses, opportunities, and threats.","Get the SWOT analysis template delivered right to your inbox.","Free Survey Introduction Template","Start gathering valuable feedback from your customers with this ready-to-use survey introduction template.","Get template","Get this free template delivered right to your inbox.","Free Download: Store Layout Templates","Trying to decide which layout is right for your store? Download these free templates to learn which types of layouts work best for different industries and draw inspiration for your own design.","Get your free templates","Get these free templates delivered right to your inbox.","Free Strategic Plan Template","Map out your business future with a template that turns your vision into step-by-step action.","Get the free strategic plan template delivered right to your inbox.","Free Statement of Work Template","Define project scope clearly so everyone knows what's included (and what's not).","Get the free statement of work template delivered right to your inbox.","Take the guesswork out of starting a business","This free checklist guides you through each step, from idea to your first sale.","Free Spa Business Plan Template","Create a roadmap to relaxation and revenue with a step-by-step plan for spa owners.","Get the free spa business plan template delivered right to your inbox.","Free SOP Template","Turn your tangle of tasks into simple steps anyone can follow. Our user-friendly template makes it a breeze.","Social media strategy and planning templates","Ready to get started with your social media strategy? These free, customizable templates give you tools to plan and execute a strategy that connects you with your target audience while keeping your content calendar organized.","Download now and start seeing results","Get social media strategy and planning templates delivered right to your inbox.","Free Social Media Toolkit","Boost your engagement and grow your audience with this free toolkit. Get templates, best practices, and tips to help you create compelling content that engages and converts.","Get your social media strategy toolkit delivered right to your inbox.","Thanks for downloading. You'll receive your toolkit copy soon. In the meantime, start building your store with a free trial of Shopify.","Get your social media strategy and planning templates delivered right to your inbox.","Free SMART Goals Template","Turn big dreams into real achievements with goals that are designed to succeed.","Get the free SMART goals template delivered right to your inbox.","Free Small Business Budgeting Spreadsheet","Take control of your finances with an easy-to-use spreadsheet that tracks income, expenses, and cash flow.","Download spreadsheet","Get the free small business budgeting spreadsheet delivered right to your inbox.","Free Shipping and Fulfillment Kit","Simplify your shipping process and ensure your products reach customers on time. This free toolkit provides essential tips and resources to help you manage logistics efficiently.","Get our shipping and fulfillment kit delivered right to your inbox.","Thanks for downloading. You'll receive your free kit soon. In the meantime, start building your store with a free trial of Shopify.","Free Shipping Document Templates","Simplify your shipping process with these customizable shipping document templates.","Get the shipping document templates delivered right to your inbox.","Thanks for downloading. You'll receive your free templates soon. In the meantime, start building your store with a free trial of Shopify.","The Shopify guide to shipping and fulfillment","Boost customer satisfaction while driving sales growth for your ecommerce business with an effective shipping and fulfillment strategy. Use this guide to create a plan that covers all aspects of shipping and fulfillment, from how much to charge your customers to choosing the right fulfillment method.","Download now and start optimizing your operations","Get our shipping and fulfillment guide delivered right to your inbox.","Free Checklist: Are You Ready to Outsource Your Fulfillment?","Trusting a third party logistics (3PL) provider with your inventory and your customer experience is a significant investment. These questions will help determine if it's time to outsource your fulfillment and take the next step in growing your business.","Get the free checklist","Free Checklist: How to Interview a Third Party Logistics Provider","Outsourcing fulfillment is a significant investment. Here’s a checklist of questions to ask in preparation of choosing the right fulfillment provider and transitioning your business.","Your Time is Valuable, so Price it Right","Ensure your business is profitable with this easy-to-use pricing calculator. This free tool helps you find the right pricing strategy for your services, so you can maximize your time and your earnings.","Get this calculator delivered right to your inbox.","Free Service Business Startup Checklist","Turn your expertise into entrepreneurship with this comprehensive checklist.","Get the free service business startup checklist delivered right to your inbox.","Free Download: SEO Checklist","Want to rank higher in search results? Get access to our free, checklist on search engine optimization.","Get our SEO Checklist delivered right to your inbox.","Free Scope of Work Template","Set clear expectations and ensure project success. This template provides a simple outline to help you define project deliverables and run programs smoothly.","Free Salon Marketing Plan Template","Attract clients and boost booking with this ready-to-use marketing plan.","Get the free salon marketing plan template delivered right to your inbox.","Free Nail Salon Business Plan Template","Build a profitable salon with this business plan that turns artistic skills into consistent bookings.","Get the free nail salon business plan template delivered right to your inbox.","Free Sales Report Template","Turn your sales data into actionable insights with this ready-to-use analysis tool.","Get your template","Get your template delivered right to your inbox.","Free Sales Planning Template","Supercharge your sales strategy with our all-in-one planning tool. Set your targets, track your progress, and reach your goals with confidence and ease.","Get this free sales planning template delivered right to your inbox.","Free Sales Funnel Template","Make your sales process smoother and close deals faster. Our template maps out each stage, so you never miss an opportunity.","Get this free sales funnel template delivered right to your inbox.","Free Sales Email Templates","Craft compelling emails that convert! Our customizable templates help you engage prospects and close deals.","Free Download: Rotating Schedules Templates","Struggling to keep your stores fully staffed and running smoothly? Consider implementing a rotating shift program. Download these free templates to find the right schedule for you and your employees.","Get these free Rotating Schedules Templates delivered right to your inbox.","Free Root Cause Analysis Template","Get to the heart of your business problems and find effective solutions. This template helps you find and address the underlying causes.","Free RFP Template","Make writing requests for proposals easier and faster with our free RFP template.","Get the RFP template delivered right to your inbox.","Free Retreat Business Startup Checklist","Create transformative experiences and a sustainable business with this comprehensive guide—the essential checklist that turns your vision into a sought-after experience.","Get the free retreat business startup checklist delivered right to your inbox.","Free Download: Retention Audit Checklist","Struggling with customer retention? This free checklist will help you build a retention mindset throughout your company by auditing retention strategies at every level of your business.","Get your free checklist","Get this free Retention Audit Checklist PDF delivered right to your inbox.","Free Download: From Clicks to Customers: How to Measure Your Retail Store's Marketing Success","Every marketing campaign is an investment of your time, energy, and money. Do you ever wonder if your efforts were worth it? Read this guide and build a framework to plan, track, and measure the success of retail marketing campaigns.","Get your free Retail Marketing Success PDF delivered right to your inbox.","Free Resignation Letter Templates","Leave your job on good terms with these professionally crafted resignation letter templates.","Download templates","Get the templates delivered right to your inbox.","Free Receipt Template","Give customers professional receipts that build trust and keep your records straight.","Get the free receipt template delivered right to your inbox.","Free Quote Template","First impressions matter. Send quotes that look professional, cover all the bases, and win business.","Get the free quote template delivered right to your inbox.","Create a purchase order","Use this free template to create clear, detailed purchase orders for your business. Keep all your information organized and easy to understand.","Free Project Timeline Template","Map out milestones and deadlines with this visual template that keeps everyone on the same page.","Get the free project timeline template delivered right to your inbox.","Free Project Proposal Template","Win approval for your ideas with proposals that clearly show value, cost, and timeline.","Get the free project proposal template delivered right to your inbox.","Free Project Plan Template","Break big projects into bite-sized tasks with a template that keeps everything moving forward.","Get the free project plan template delivered right to your inbox.","Free Project Charter Template","Turn your business ideas into action with a step-by-step template that keeps projects on track and teams aligned. Built for entrepreneurs ready to make things happen.","Get the free project charter template delivered right to your inbox.","Free Profit and Loss Statement Template","Need help keeping an eye on your business's financial performance? Our free, user-friendly template will help you make informed decisions with ease.","Free Product Vision Template","Developing a new product? This free template will help give you a clear picture of your product’s future, by defining effective goals and strategies.","Free Product Catalog Template","Present your products professionally with a template that's easy to customize and impossible to ignore.","Get the free product catalog template delivered right to your inbox.","Free Product Brief Template","Launch products that sell with a brief that aligns your team on features, benefits, and target buyers.","Get the free product brief template delivered right to your inbox.","Free Guide: How to Find a Profitable Product to Sell Online","Excited about starting a business, but not sure where to start? This free, comprehensive guide will teach you how to find great, newly trending products with high sales potential.","Get the free guide","Get How To Find A Product To Sell Online: The Definitive Guide PDF delivered right to your inbox.","Free Reading List: Ecommerce Motivation","Having trouble focusing on growing your small business? Get access to our free, curated list of high-impact productivity articles.","Get our Ecommerce Motivation reading list delivered right to your inbox.","Free Process Mapping Template","Simplify your operations with a clear picture of your processes. This template helps you outline and improve workflows for more productivity.","Free Problem Statement Template","See your challenges clearly. This simple template helps you create powerful problem statements that lead to meaningful solutions.","Free Price List Template","Create professional price lists that make it easy for customers to buy and simple for you to update.","Get the free price list template delivered right to your inbox.","Free Price Increase Notice Template","Raise prices without raising eyebrows. This template leads with value—something everyone understands.","Get the free price increase notice template delivered right to your inbox.","Free: Press Release Template","To help you get started, we put together this template to help you structure your story using a common press release format. You can replace each component with your own information and adapt it according to your needs.","Get the press release template delivered right to your inbox.","Free Press Kit Template","Get your business the spotlight it deserves. Our all-in-one template makes it a breeze for journalists and media to share your story.","Free PowerPoint Template","Capture attention with business presentations that pop! Our customizable template makes it easy to showcase your ideas clearly.","Pop-Up Shop Quickstart Guide","Thinking about hosting a Pop-Up Shop? This free guide includes 3 checklists that help frame what you're looking to accomplish through your Pop-Up Shop, different types of Pop-Up Shops, and design ideas to help get you started.","Get your Pop-Up Shop Quickstart Guide delivered right to your inbox.","Free Guide: DIY Product Photography","Learn how to take beautiful product photos on a budget with our free, comprehensive video guide.","Get our DIY Guide to Beautiful Product Photography delivered right to your inbox.","Make your next photo shoot a success","Use this free checklist to help you hire the perfect photographer for your product photos—complete with budget tips and outreach email templates.","All the images your store needs","This free photo shot list helps you plan every image for your online store, from homepage banners to product cards.","Download shot list","Get the shot list delivered right to your inbox.","Get perfect product photography","This free template will help you write detailed, professional creative briefs that help photographers know exactly what you're looking for.","Get a Free Phone Case Business in a Box","Free high quality phone case stock photos and a list of some places you can look to find phone case suppliers to work with.","Download startup bundle","Get our startup bundle delivered right to your inbox.","Free User Persona Template","Maximize your product’s potential. Unlock insights to fine-tune your offerings and impress users. Our template makes it easy.","Free Pay Stub Template","Run payroll as smoothly as you run your business with this ready-to-use pay template.","Playbook for the Aspiring Parentpreneur","Unleash your creativity and turn your passion into a thriving business with our Parentprenuer brainstorming guide. Discover new ideas, set realistic goals, and map out a plan for success.","Check your inbox for your copy of the Parentpreneur Playbook.","Free Packing Slip Template","Save time and effort by ensuring proper delivery of your products. Our free packing slip template helps you get started.","Get the packing slip template delivered right to your inbox.","Calculate your packaging costs","Use this free calculator to estimate your packaging expenses. Get insights into labor, materials, and design costs to make informed decisions for your business.","Get the calculator delivered right to your inbox.","Free Order Form Template","Skip the back and forth and make ordering easy with a template that captures everything you need.","Get the free order form template delivered right to your inbox.","Free Reading List: Conversion Optimization for Beginners","Turn more website visitors into customers by getting a crash course in conversion optimization. Access our free, curated list of high-impact articles below.","Get our Conversion Optimization reading list delivered right to your inbox.","Free Checklist for Opening and Closing Your Store","Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","Get our Opening and Closing Checklist delivered right to your inbox.","Free Yoga Studio Opening Checklist","Create a sanctuary that nurtures both students and profit with the step-by-step guide—from first plan to first class.","Get the free yoga studio opening checklist delivered right to your inbox.","Free Salon Opening Checklist","Launch your salon with confidence using this comprehensive guide—the essential checklist that turns startup stress into step-by-step success.","Get the free salon opening checklist delivered right to your inbox.","Free Pilates Studio Opening Checklist","Launch a studio that balances client transformation with business growth using this detailed guide—the checklist that turns expertise into entrepreneurial success.","Get the free pilates studio opening checklist delivered right to your inbox.","Free Cat Café Opening Checklist","Launch your purr-fect business with this comprehensive guide—the essential checklist that covers everything from zoning permits to feline furnishings.","Get the free cat café opening checklist delivered right to your inbox.","Free Barber Shop Opening Checklist","Launch a shop that delivers sharp cuts and steady profits with this comprehensive guide—the checklist that turns barber skills into business success.","Get the free barber shop opening checklist delivered right to your inbox.","Free One Pager Template","Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify.","Free OKR Template","Align your team and boost performance. This simple template helps you set clear objectives and track key results for measurable success.","Free Memo Template","Communicate clearly using this simple template that gets read and remembered.","Get the free memo template delivered right to your inbox.","Free Marketing Proposal Template","Impress with a professional marketing proposal. This free template provides a clear structure and essential elements to help you create compelling proposals.","Free Marketing Playbook Template","Build a complete marketing strategy with this comprehensive guide covering goals, audiences, budgets, and metrics.","Get the free marketing playbook template delivered right to your inbox.","Free Marketing Plan Template","Create a detailed marketing plan that gets results. Our template helps you design strategies and actions to effectively reach your audience.","Get your marketing plan template delivered right to your inbox.","Free MAP Policy Template","Protect your pricing and brand with a minimum advertised price policy for retailers to follow.","Get the free MAP policy template delivered right to your inbox.","Free keyword research template","Use this free keyword research template to unlock opportunities and manage your SEO strategy. Drive targeted traffic to your website by tracking search volume, ranking difficulty, user intent, and content ideas.","Free Invoice Template","Streamline your billing process with a customizable invoice template.","Get your invoice template delivered right to your inbox.","Free Invoice Email Template","Chasing payments is nobody's favorite task. Get paid faster with invoice emails that are clear, friendly, and effective.","Get the free invoice email template delivered right to your inbox.","Free Investment Proposal Template","Land the funding you need with this pitch template—skip the learning curve and speak the language investors can't resist.","Get the free investment proposal template delivered right to your inbox.","5 Free Templates to Better Understand Your Inventory","Calculate your businesses cost of goods sold, sell through rate, inventory turnover, saftey stock, economic order quantity, or reorder point with ease using these custom templates. (No math required!)","Get your Inventory Templates delivered right to your inbox.","Free International Shipping Checklist","Expand your business globally with confidence. This free checklist ensures you have everything in place for smooth and compliant shipments.","Thanks for downloading. You'll receive your free checklist soon. In the meantime, start building your store with a free trial of Shopify.","Free Holiday Selling Guide: Top 10 Holiday Selling Tips for Retail Stores","A sale can happen anywhere, at any time. Use our top 10 strategies to unify your customer touch points and set yourself up for holiday success.","Get the free guide now","Get our Top 10 Holiday Selling Tips for Retail Stores delivered right to your inbox.","Free Guide: Interview Questions for Hiring Retail Employees","Hiring competent retail employees is becoming increasingly challenging. Use this guide to ask the right questions during the interview process to ensure you hire the right people for your store.","Get our guide Interview Questions for Hiring Retail Employees delivered right to your inbox.","Free Health Coaching Business Checklist","Launch your coaching practice with clarity and purpose using this guide—the checklist that turns wellness wisdom into a thriving business.","Get the free health coaching business checklist delivered right to your inbox.","Free Gym Marketing Plan Template","Build a stronger business with a marketing plan designed specifically for gyms and fitness businesses.","Get the free gym marketing plan template delivered right to your inbox.","Free Gym Business Plan Template","Muscle up your business strategy with this blueprint. Get a clear plan for opening and growing a successful gym without the guesswork.","Get the free gym business plan template delivered right to your inbox.","Free Go-to-Market Strategy Template","Plan your product launch with precision. Our template can help you reach and convert your target audience efficiently.","Get your free go-to-market strategy template delivered right to your inbox.","Free Ebook: Google Shopping for Small Businesses","Google Shopping ads are one of the leading traffic sources that can give you the ultimate edge. Discover this hidden gem often overlooked by your competition.","Get Google Shopping for Small Businesses delivered right to your inbox.","Free Gap Analysis Template","Sometimes the hardest part is knowing what to fix first. This template helps you find clear insights and actionable next steps for your business.","Get the free gap analysis template delivered right to your inbox.","Free Gantt Chart Template","Visualize your business projects from concept to completion with this ready-to-use template—the planning tool that turns rocky launches into coordinated wins.","Get the free Gantt chart template delivered right to your inbox.","Free Food Service Business Plan Template","Starting a food business is about more than great recipes. Cook up a winning business plan with this template built specifically for restaurants and cafes.","Get the free food service business plan template delivered right to your inbox.","Free Follow-up Email Templates","Stop staring at blank screens. These six ready-to-customize templates help you nail every follow-up without second-guessing every word. Just copy, customize, and convert.","Get the free follow-up email templates delivered right to your inbox.","Free Fishbone Diagram Template","Get to the root of any business problem with this visual tool that uncovers all possible causes—from people to processes to materials.","Get the free fishbone diagram template delivered right to your inbox.","Free Fitness Business Marketing Plan Template","Turn your marketing into memberships. This ready-to-use template is built specifically for fitness pros—whether you're running a busy gym, cozy studio, or personal training business.","Get the free fitness business marketing plan template delivered right to your inbox.","Free Small Business Financial Plan Template","Stop flying blind with your business finances—this template turns confusion into clarity.","Get the free small business financial plan template delivered right to your inbox.","Free Expense Report Template","Make tracking your expenses and reimbursements a whole lot easier. Our simple template keeps things accurate and saves you time.","Free Excel Inventory Management Template","Simplify your inventory tracking and management with this easy-to-use Excel template.","Get this template delivered right to your inbox.","Free Executive Summary Template","Distill big ideas into one powerful page that gets buy-in, funding, or approval—fast.","Get the free executive summary template delivered right to your inbox.","Free Email Marketing Strategy Guide","Skip the trial and error with proven strategies that turn subscribers into customers and customers into fans.","Download guide","Get the free email marketing strategy guide delivered right to your inbox.","Free Email Marketing Funnel Template","An email list is gold—if you know how to mine it. Turn subscribers into customers with an email sequence that nurtures, educates, and converts.","Get the free email marketing funnel template delivered right to your inbox.","Free Ebook: How to Grow Your Ecommerce Business with Email Marketing","Whether you're just getting started or dreaming up your next big campaign, this email marketing guide will provide you with insights and ideas to help your business grow.","Get our Email Marketing guide delivered right to your inbox.","Free Digital Marketing Toolkit","Unlock the secrets to successful online marketing. This free resource is packed with strategies, templates, and insights to elevate your brand’s digital presence.","Get the toolkit delivered right to your inbox.","Thanks for downloading. You'll receive your free toolkit soon. In the meantime, start building your store with a free trial of Shopify.","Free Dog Boarding Business Checklist","Launch a facility that owners trust and pups love with this step-by-step guide—the essential checklist that turns dog lovers into successful entrepreneurs.","Get the free dog boarding business checklist delivered right to your inbox.","Free Reading List: Online Store Design Tips","Your online store's appearance can have a big impact sales. Unleash your inner designer with our free, curated list of high-impact articles.","Get our Store Design reading list delivered right to your inbox.","Free Decision Matrix Template","Have a tough decision to make? This template helps you evaluate options and simplifies the decision making process so you can make confident choices.","Free CVP Analysis Template","Know exactly when your business will become profitable with this break-even calculator—the financial tool that turns guesswork into growth strategy.","Get the free CVP analysis template delivered right to your inbox.","Free Customer Service Scripts","Great customer service shouldn't depend on who answers the phone. Handle any customer situation confidently with scripts that solve problems and build loyalty.","Download scripts","Get the free customer service scripts delivered right to your inbox.","Free Reading List: Customer Service Strategies","Focusing on customer service can turn negative interactions into positive reviews (and repeat customers). Learn how with our free, curated list of high-impact articles.","Free Customer Journey Map Template","Your customers know why they’re engaging with your brand. But do you know what they’re going through? Use this free template to craft a shopping experience they’ll love.","Free Customer Service Email Templates","Make responding to customer inquiries quicker and more effective with these free templates.","Free Creative Brief Template Toolkit","Get professional results from any creative project with brief templates for video, design, and product photography.","Download toolkit","Get the free creative brief toolkit delivered right to your inbox.","Free Creative Brief Toolkit","Get professional results with ready-to-use templates for design, photography, and video briefs.","Free Business Start-up Costs Calculator","Plan your launch confidently with this comprehensive calculator that tracks every expense.","Get your calculator","Research the words you use to sell","Use this free template to help you enhance your website and connect with customers. Research the words competitors use and analyze customer feedback to help you write compelling copy.","Free Reading List: Copywriting Tactics for Entrepreneurs","Is your website content costing you sales? Learn how to improve your website copy with our free, curated list of high-impact articles.","Get our Copywriting Tactics reading list delivered right to your inbox.","Free Content Strategy Template","Create content that truly connects and engages. Our template helps you plan and execute your vision, keeping your goals on track.","Get the content strategy template delivered right to your inbox.","Free Communication Strategy Template","Turn random messaging into connected conversations with this simple strategy template. No guesswork, just results.","Get the free communication strategy template delivered right to your inbox.","Free: Competitive Analysis Template","By evaluating the strengths and weaknesses of your competition, you can begin to formulate how to give your company an advantage. Download our free competitive analysis template and gain an edge over the competition.","Get the competitive analysis template delivered right to your inbox.","Free Change Management Template","Navigate business transitions smoothly with a proven framework that keeps your team informed and engaged.","Get the free change management template delivered right to your inbox.","Free Cash Flow Statement Template","Balancing your books can be stressful. Take charge of your finances with our free cash flow statement template.","Get the cash flow statement template delivered right to your inbox.","Free Case Study Template","Show your expertise and highlight your company’s success with our free case study template.","Get the case study template delivered right to your inbox.","Free Video Series: Ecommerce Inspiration","Feeling uninspired? Watch some of the world's most successful entrepreneurs share their best advice for new business owners.","Get the free video series","Get our Ecommerce Inspiration video series delivered right to your inbox.","Free Cancellation Policy Template","Protect your time with a clear and professional cancellation policy. This template makes it easy to create.","How to take product photos like a pro","This essential guide will help you shoot stunning product photos, with tips, equipment lists, and easy-to-follow shooting instructions.","Free: The Big List of Business Ideas","To help you find the inspiration to start, we compiled a list of 100+ in-demand business ideas, broken down into categories like fitness, apparel, and gaming.","Get the list now","Get the big list of business ideas delivered right to your inbox.","Free: Business Plan Template","Business planning is often used to secure funding, but plenty of business owners find writing a plan valuable, even if they never work with an investor. That’s why we put together a free business plan template to help you get started.","Get the business plan template delivered right to your inbox.","Free Business Proposal Template","Land your next big deal with ease! Our easy-to-follow template helps you craft proposals that not only impress but also seal the deal.","Get our business proposal template delivered right to your inbox.","Free Business Model Canvas Template","Streamline your business planning! This easy-to-use template helps you visualize your business model and identify key components for success.","Free Business Letter Template","Communicate clearly and effectively. Use this customizable template to create a polished business letter that makes a great impression.","Free Business Flyer Template","A great flyer still works magic—at trade shows, in shopping bags, on community boards. Create flyers that get kept (not tossed) with this template that balances info and impact.","Get the free business flyer template delivered right to your inbox.","Free Business Case Template","Turn your big ideas into reality. Our user-friendly template is here to help you create a compelling business case with ease.","Free Professional Business Card Templates","Make lasting first impressions with customizable cards that turn chance meetings into business opportunities—ready for print in minutes.","Get the free professional business card templates delivered right to your inbox.","Free Business Branding Kit","Craft a powerful brand identity that stands out in the market. Use these free templates and tools to help you build a cohesive and memorable brand.","Get the branding kit delivered right to your inbox.","Free Reading List: How to Brand Your Business","A great brand can help your products stand out from the crowd. Get a crash course in small business branding with our free, curated list of high-impact articles.","Get our Branding reading list delivered right to your inbox.","Free Worksheet: Brand Storytelling","Use this handy exercise as a guide to help you craft a compelling brand story and build a loyal audience through the power of storytelling.","Get the worksheet","Get our free Brand Storytelling Worksheet delivered right to your inbox.","Free Brand Guide Template","You’ve built a strong brand. Keep it consistent across all your channels with our detailed brand guide template.","Get the free brand guide template delivered right to your inbox.","Free Box Truck Business Plan Template","Launch your delivery or moving business with a roadmap that covers costs, routes, and rates.","Get the free box truck business plan template delivered right to your inbox.","Free Professional Bio Template","Make a lasting first impression! Elevate your professional image with our easy-to-use template.","Get the free professional bio template delivered right to your inbox.","Free Beauty Business Startup Checklist","Transform your passion for beauty into a thriving business with this step-by-step guide.","Get the free beauty business startup checklist delivered right to your inbox.","Free BCG Matrix Template","Not all products are created equal. Make smarter inventory decisions based on real performance with this analysis tool.","Get the free BCG matrix template delivered right to your inbox.","Free Balance Sheet Template","Know where your business stands financially—anytime—with this straightforward template.","Get the free balance sheet template delivered right to your inbox.","The Complete Guide to Back to School Marketing for Retail Stores","Get an update on this year's back to school marketing trends, compare strategies, and build out your plan with this short guide.","Get the Back to School Marketing Guide delivered right to your inbox.","Free Appointment Reminder Templates","Reduce no-shows with ready-to-send messages that nudge customers at just the right time.","Get the free appointment reminder templates delivered right to your inbox.","Free Appointment Confirmation Templates","Lock in bookings with clear, ready-to-use messages for virtual, recurring, and consultation appointments.","Get the free appointment confirmation templates delivered right to your inbox.","Free Ebook: Ecommerce Analytics for Beginners","Find out which metrics are the key to establishing and growing your online business. This free guide is the perfect first step in learning about ecommerce analytics.","Get Ecommerce Analytics for Beginners delivered right to your inbox.","Free Action Plan Template","Stop talking about it and start doing it with a template that turns ideas into completed tasks.","Get the free action plan template delivered right to your inbox.","subhead","Almost there: please enter your email below to gain instant access.","disclaimer","We'll also send you updates on new educational guides and success stories from the Shopify newsletter. 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