Numbers

• 1% principle, 193

• 3D models, 95

A

• AB testing (split testing), 200–202, 393
• ABC analysis by product, 245–246
• About Us page, 147
• accordion menus, 63–64
• activating products, 107
• active product availability, 239
• address verification service (AVS) checks, 262
• admin panel, 25–32
  • Analytics page, 27–30
  • Apps page, 30
  • Customers page, 27
  • Home page, 26–27
  • Marketing page, 30
  • Orders page, 27
  • Products page, 27
  • Sales channels page, 30–31
  • settings, 32
• Advanced Shopify, 17
• advertising, 333–362
  • email marketing, 357–362
  • Facebook Marketing, 334–343
  • Google Ads, 343–350
  • search engine optimisation (SEO), 350–357
• affiliate marketing, 377, 378
• AI (artificial intelligence), 107
• Alibaba.com website, 37
• alternative payment providers, 136–137
• alternative text, 354–355
• Amazon, 39
• Analytics page, 27–30, 195–197
• analytics tools, 195–197
• announcement bar, 69
• AOV (average order value), 27, 28
• application programming interfaces (APIs), 18, 49
• apps, 381–388
  • Back in Stock: Customer Alerts, 386
  • for digital products, 34
  • Foursixty, 486–487
  • Glew, 384
  • Gorgias, 382
  • Klaviyo, 383–384
  • Oberlo, 384–385
  • Okendo, 382–383
  • Plug in SEO, 388
  • PushOwl, 385–386
  • ReferralCandy, 387–388
  • using fulfillment service with, 279–280
• Apps page, 30, 104
• AR (augmented reality), 95
• archiving orders, 251–252
  • automatic archiving, 252
  • manual archiving, 251–252
• artificial intelligence (AI), 107
• at-risk customers, 177, 182–183
• audience building ads, 337–342
• augmented reality (AR), 95
• automated collections, 82, 87
• automatic archiving, 252
• automatic fulfillment, 275
• automatic payments, 251
• availability status, 239
• average order value (AOV), 27, 28
• AVS (address verification service) checks, 262

B

• B2B (business to business) sales, 43–44
• B2C (business to consumer) sales, 42–43
• back end developers, 56–57
• Back in Stock: Customer Alerts app, 386
• backend orders, 253–254
• banners
  • adding extra, 73
  • personalization of, 208–209
• barcodes, 99, 235
• Basic Shopify, 16
• bestsellers, 211–212
• black hat dropshipping, 45
• blog posts, Sales channels page, 31
• bounce rate, 57
• broken links, 198–199, 391–392
• business extensions, 46
• business intelligence, 384
• business registration number, 135
• business to business (B2B) sales, 43–44
• business to consumer (B2C) sales, 42–43
• Buy Now button, 17

C

• carriers, 116, 117
• cash-positive business, 47
• channel mix, 323
• chargebacks, 141–142
• chatbots, 150–151
• CLTV (customer lifetime value), 158, 169–172, 274
• coding, 56–57
• COGS (cost of goods sold), 242–243
• collections, 72, 81–107
  • activating products, 107
  • adding new products to store, 90–106
    • adding initial inventory quantity, 98–99
    • adding media to products, 94–97
    • adding product description, 93–94
    • adding variants, 100–102
    • creating new product in Shopify, 91–93
    • final adjustments, 103–106
    • pricing products, 97–98
    • selecting shipping options, 99–100
  • adding to menu, 89–90
  • creating, 82–86
  • merchandising, 106–107
  • using product tags, 86–89
• communication with customers, 146–154
  • about orders, 258
  • clear policies and product information, 146–148
  • customer service channels, 149–154
    • chatbots, 150–151
    • email, 149–150
    • live chat, 150
    • phone, 151–152
    • Shopify Inbox, 153–154
    • social media, SMS, WhatsApp, 152–153
• community forums, 20
• Compare At price, 97–98, 298–300
• confirming orders, 248–249
• Contact page, 148
• content, social media, 364
• conversion rate (CVR), 27, 28
• conversions, 256, 322
• cost of goods sold (COGS), 242–243
• credit card processing fees, 16
• CSAT (customer satisfaction) surveys, 160
• CSS platforms, 149–150
• currency
  • personalization by, 212–213
  • setting up multiple currencies in Shopify Payments, 138–139
• custom fulfillment service, 277–279
• customer experience, 145–219
  • communicating with customers, 146–154
    • clear policies and product information, 146–148
    • customer service channels, 149–154
  • customer reports, 177–187
    • customizing, 184–187
    • using in Shopify, 177–184
  • customer satisfaction (CSAT) surveys, 160
  • Gorgias app, 382
  • improving, 389–397
  • key performance indicators (KPIs), 154–155
  • loyalty programs, 169–174
    • customer lifetime value (CLTV), 169–172
    • referral programs, 172–174
  • making friends with customers, 12
  • maximizing, 155–160
  • monitoring customer behavior, 320
  • personalization, 203–219
    • creating personalized shopping experience, 204–206
    • gift cards, 213–217
    • giving little unexpected extras (GLUE), 218–219
    • of store, 206–213
  • researching, 403–404
  • reviews, 162–168
    • free offsite review platforms, 168
    • offsite customer reviews, 164–166
    • onsite product reviews, 163–164
    • selecting platform for, 166–168
  • user experience (UX), 189–202
    • AB testing, 200–202
    • improving, 193–200
    • overview, 190–193
  • user-generated content, 174–177
• customer lifetime value (CLTV), 158, 169–172, 274
• customer reports, 177–187
  • customizing, 184–187
  • using in Shopify, 177–184
• customer satisfaction (CSAT) surveys, 160
• Customers page, 27
• customs declaration form, 284–286
• CVC code, 262
• CVR (conversion rate), 27, 28
• CX. See customer experience

D

• D2C (direct to consumer) sales, 41–42
• Dashboards, Analytics page, 27
• data intelligence, 384
• data-led buying, 38
• defectors, 177
• delivering orders, 12–13
• demand, 37
• description, product, 93–94
• design, inventory, 237–238
• detractors, 158–159
• device analyses, 199
• digital marketing, 13–14, 317–332
  • building marketing plan, 318–324
  • implementing marketing campaigns and automations, 324–332
  • overview, 318
• digital products, 33–34
• direct to consumer (D2C) sales, 41–42
• discounts, 301–315
  • creating codes for, 302–310
    • buy X get Y discount codes, 307–310
    • percentage or fixed amount discount codes, 303–307
  • free shipping, 311–312
  • shortcuts for, 312–315
• DNS (domain name system), 22
• domain name, 21–22
• domains, Sales channels page, 31
• draft orders, 253–254
• draft product availability, 239
• drop-down menus, 63
• dropline menus, 64
• dropshipping, 44–48, 277
  • comparing different kinds of, 45–46
  • Oberlo, 384–385
  • pros and cons of, 47
  • on Shopify, 47–48
• dynamic banners, 208–209
• dynamic retargeting ads, 342–343
• dynamic shipping rates, 115

E

• eBay, 50
• ecommerce, 7–14, 20–21
  • delivering orders, 12–13
  • digital marketing, 13–14
  • going live, 14
  • making friends with customers, 12
  • managing stock levels, 12–13
  • overview, 8
  • planning for success, 10–11
  • rise of social media in, 364–365
  • Shopify
    • overview, 9–10
    • setting up store, 11–12
• economies of scale, 113
• editing orders, 257–258
• EDM (electronic direct mail), 27, 357
• email
  • as customer service channel, 149–150
  • email hosting, 22
  • marketing
    • Klaviyo, 383–384
    • overview, 357–362
• engagement levels, 369
• Etsy.com website, 37
• experts, hiring, 20, 390
• express shipping, 115–117

F

• Facebook, 366–368
• Facebook Marketing, 334–343
  • audience building ads, 337–342
  • dynamic retargeting ads, 342–343
• Facebook Marketplace, 49
• Facebook Messenger, 152, 367–368
• Facebook Shop, 366–367
• FAQs (frequently asked questions) page, 146–147
• favicon, 76
• Featured Collections option, 72
• first response times, 154
• fixed amount discount codes, 303–307
• flash sales, 311, 321
• flat rate shipping, 114–115, 125
• flyout menus, 63
• focus groups, 198
• followers, 376
• footer, 74
• Foursixty, 486–487
• fraud, 139–142, 262–265
  • fraud analysis indicators, 262–264
  • handling, 264–265
  • investigating suspicious orders, 139–141
  • processing chargebacks, 141–142
• free shipping
  • discounts for, 311–312
  • paid shipping vs., 110–115
• free trial, 15–16, 22–23
• frequently asked questions (FAQs) page, 146–147
• front end developers, 56
• fulfilling orders, 251, 267–289
  • automatic fulfillment, 275
  • customs declaration form, 284–286
  • local pickup, 287–289
  • manual fulfillment, 268–275
  • packing slips, 286–287
  • shipping labels, 280–284
  • using fulfillment service, 276–280
• full stack developers, 57

G

• gift cards, 213–217
  • issuing, 214–215
  • for purchase, 215–217
• gift with purchase, 219
• giving little unexpected extras (GLUE), 218–219, 393–394
• Glew, 384
• going live, 14, 399–408
  • browsing Shopify App Store, 404
  • checking prices, 401
  • checklist, 406–408
  • launching hype phase, 404
  • managing expectations, 402–403
  • ordering and inventory amounts, 405
  • pop quiz, 399–401
  • removing password, 408
  • researching customers, 403–404
  • watching Shopify reports, 405–406
• Google Ads, 343–350
• Google Analytics, 194, 320, 322
• Google Reviews, 164–166
• Google Smart Shopping campaign, 348–350
• Google Trends, 38–39, 351
• Gorgias app, 382
• gross profit, 242–243
• gross profit margin, 110–114, 294
• guided selling, 210–211

H

• H1 header, 356
• hamburger menus, 64
• handwritten notes, 218, 394
• headers, 67–69, 89
• homepage, store, 26–27, 62–76
  • adjusting theme settings, 74–76
  • menu, 63–64
  • styling, 64–74
• hype phase, 404

I

• ICE score methodology, 207–208
• images
  • alternative text, 354–355
  • image gallery, 73–74
  • with text, 71
  • text columns with, 71–72
• IMSs (inventory management systems), 99, 224–226
• influencer marketing, 376–377
• information ecology, 191–192
• initial inventory quantity (stock on hand (SOH)), 98–99
• Instagram, 368–373, 386–387
• Instagram Insights, 370–372
• Instagram Shopping, 372
• internal search, 200
• international sales, 17, 100, 116–117
• interviews, 198
• inventory, 223–246
  • before going live, 405
  • initial inventory quantity, 98–99
  • inventory management systems (IMSs), 224–226
  • inventory reports, 243–246
  • listing across sales channels, 238–241
  • purchase order (PO), 227–234
  • storing, 234–238
  • tracking stock movement, 242–243
• inventory management systems (IMSs), 99, 224–226
• IP addresses, 140, 263

J

• Jaded Pixel, 9

K

• key performance indicators (KPIs), 154–155
• keywords, 351–356
• Klaviyo, 383–384

L

• label printers, 281
• landed cost price, 98, 111
• landed stock, 230
• language, 212–213
• Launch Engineer, 18
• launching hype phase, 404
• layout, inventory, 237–238
• licenses, 33
• linking scoial media profiles, 375
• Liquid template language, 57
• live chat, 150
• Live View, Analytics page, 28
• local pickup, 287–289
• location-based sizing, 213
• locations, inventory, 236–237
• logistics, 396–397
• loyalty programs, 169–174
  • customer lifetime value (CLTV), 169–172
  • referral programs, 172–174
• LoyaltyLion, 173–174

M

• machine learning, 205–206
• Made-in-China.com website, 37
• mail order shopping, 44
• manual archiving, 251–252
• manual collections, 82–83
• manual fulfillment, 268–275
• manual payments, 250
• marketing automations, 324–332
• marketing campaigns, 324–332
• Marketing page, 30
• marketing plan, 318–324
  • creating marketing channel plan, 323
  • knowing customer behavior, 320
  • marketing strategy, 320–321
  • measuring success, 321–322
  • reviewing performance, 323–324
  • unique value proposition, 319–320
• media, adding to products, 94–97
• mega menus, 64
• menus
  • adding collections to, 89–90
  • creating, 79
• merchandising, 106–107
• meta descriptions, 352–354
• metrics, 28–29
• mining data, 176
• mobile version, 391
• Morville, Peter, 191–192

N

• navigation, Sales channels page, 31
• net profit margin, 294–296
• Net Promoter Score (NPS), 158
• net sales, 243

O

• Oberlo, 48, 384–385
• observation tests, 197–198
• offsite customer reviews, 164–166
• Okendo, 168, 382–383
• omnichannel retailers, 32, 45, 225
• one touch tickets, 155

• 1% principle, 193

• O’Neil, Tom, 193
• online marketplaces, 48–51
• online resources
  • AB testing platforms, 202
  • digital platforms, 37
  • dropshipping, 48
  • free offsite review platforms, 168
  • label printers, 281
  • marketplaces available on Shopify, 50–51
  • support services, 19–20
• online sales channels, 41–44
  • business to business (B2B) sales, 43–44
  • business to consumer (B2C) sales, 42–43
  • direct to consumer (D2C) sales, 41–42
• Online Store section, 105–106
• onsite product reviews, 163–164
• orders, 247–265
  • creating draft orders, 253–254
  • fraud, checking for, 262–265
    • fraud analysis indicators, 262–264
    • handling, 264–265
  • fulfilling, 267–289
    • automatic fulfillment, 275
    • customs declaration form, 284–286
    • local pickup, 287–289
    • manual fulfillment, 268–275
    • packing slips, 286–287
    • shipping labels, 280–284
    • using fulfillment service, 276–280
  • inventory levels and, 405
  • managing, 255–261
  • receiving and confirming, 248–249
  • stages of online order, 249–252
• Orders page, 27
• organic sales, 21
• organic social media, 363
• Organization section, 104
• outbound freight costs, 111
• overselling, 244

P

• package types, 121–123
• packing slips, 286–287
• page load speed, 198–199, 390–391
• pages, 31, 76–78
• paid media, 318
• paid shipping, 110–115
• pallet racking, 236
• Pareto principle, 245
• partial orders, 271–275
• passives, 158–159
• passwords, 24–25, 408
• payment gateways, 134
• payment processing, 133–139, 249–251
  • alternative payment providers, 136–137
  • automatic payments, 251
  • manual payments, 250
  • setting up multiple currencies in Shopify Payments, 138–139
  • setting up third-party payment provider, 139
  • Shopify Payments, 134–136
  • Shopify Payouts, 137

• ‘people also bought’ feature, 210

• percentage discount codes, 303–307
• personalization, 203–219
  • creating personalized shopping experience, 204–206
  • gift cards, 213–217
  • giving little unexpected extras (GLUE), 218–219
  • improving customer experience (CX), 394
  • of store, 206–213
• phone, 151–152
• Pinterest, 374
• plans, 15–19
  • Advanced Shopify, 17
  • Basic Shopify, 16
  • regular Shopify, 16–17
  • Shopify Plus, 17–19
• Plug in SEO app, 388
• PO. See purchase order (PO)
• policies, 146–148
• preferences, Sales channels page, 32
• price-based shipping rates, 125–126
• pricing products, 97–98
• print on demand, 46
• product creation model, 46
• product recommendation engines, 209
• Product Reviews (Shopify), 166
• Product Status section, 103
• product-based shipping, 125
• products, 35–51. See also collections
  • adding new products to store, 90–106
  • adding to Instagram Shopping, 372–373
  • checking prices, 401
  • customer service and, 146–148
  • dropshipping, 44–48
    • comparing different kinds of, 45–46
    • pros and cons of, 47
    • on Shopify, 47–48
  • including tax in product price, 133
  • online sales channels, 41–44
    • business to business (B2B) sales, 43–44
    • business to consumer (B2C) sales, 42–43
    • direct to consumer (D2C) sales, 41–42
  • pricing, 294–296
  • quizzes and guided selling, 210–211
  • selling on online marketplaces, 48–51
  • sourcing right products to sell, 36–41
    • checking trending products in Shopify, 40–41
    • locating products to sell, 36–37
    • tools to check for trending products, 37–40
• Products page, 27
• profiles, shipping, 120–129
  • adjusting default package type, 121–123
  • rates and, 124–129
• profit margin, 294–296
• promoters, 158–159
• promotions, 296–298, 358. See also discounts
• purchase order, 227–234
  • creating, 228–229
  • receiving, 229–234
• PushOwl, 385–386

Q

• quality control check, 229

R

• real time shipping rates, 115
• receiving orders, 248–249
• recordings, 190–191
• referral programs, 172–174
  • LoyaltyLion, 173–174
  • ReferralCandy, 174, 387–388
  • Yotpo Loyalty, 174
• ReferralCandy, 174, 387–388
• refunding customers, 259–260
• repeat customer rate, 29
• replenishment, 244–245
• Reports, Analytics page, 28, 177–187, 405–406
• reselling, 46
• resolution time, 155
• RET (rolled edge type) shelving, 236
• return on ad spend (ROAS), 322
• returns, 260–261
• reviews, 162–168
  • free offsite review platforms, 168
  • offsite customer reviews, 164–166
  • Okendo, 382–383
  • onsite product reviews, 163–164
  • selecting platform for, 166–168
• Reviews.IO, 167
• RFM metrics, 172
• ROAS (return on ad spend), 322
• rolled edge type (RET) shelving, 236
• Rosenfeld, Louis, 191–192

S

• sales and marketing, 293–378
  • advertising, 333–362
    • email marketing, 357–362
    • Facebook Marketing, 334–343
    • Google Ads, 343–350
    • search engine optimisation (SEO), 350–357
  • Compare At price, 298–300
  • digital marketing, 317–332
    • building marketing plan, 318–324
    • implementing marketing campaigns and automations, 324–332
    • overview, 318
  • discounts, 301–315
    • creating codes for, 302–310
    • free shipping, 311–312
    • shortcuts for, 312–315
  • metrics for, 28–29
  • by POS location, 29
  • preparing to run sales and promotions, 296–298
  • pricing products, 294–296
  • social media, 363–378
    • affiliate marketing, 378
    • influencer marketing, 376–377
    • linking profiles, 375
    • marketing channels, 365–375
    • rise of in ecommerce, 364–365
• sales channels, 104
  • listing inventory across, 238–241
    • making products available to, 239–241
    • product availability status, 239
  • page navigation, 30–31
    • blog posts, 31
    • domains, 31
    • navigation, 31
    • pages, 31
    • preferences, 32
    • themes, 31
• search engine optimisation (SEO), 350–357
  • broken links and, 392
  • keywords, 351–356
  • Plug in SEO app, 388
  • SEO-friendly store, 356–357
• search function, 200, 392–393
• Selling Online For Dummies (Lundquist), 18
• sell-through, 245
• SFN (Shopify Fulfillment Network), 286
• shareable discount link, 312–313
• shelving equipment, 236
• shipping, 99–100, 109–129
  • express shipping vs. standard shipping, 115–117
  • free shipping vs. paid shipping, 110–115
    • dynamic (real time) shipping rates, 115
    • flat rate shipping, 114–115
    • gross profit margin, 110–114
  • printing labels, 280–284
  • profiles for, 120–129
    • adjusting default package type, 121–123
    • rates and, 124–129
  • Shopify Shipping, 117–119
• shipping aggregators, 115
• Shopify, 15–34
  • choosing plan, 15–19
    • Advanced Shopify, 17
    • Basic Shopify, 16
    • regular Shopify, 16–17
    • Shopify Plus, 17–19
  • domain name, 21–22
  • Google sales channel in, 344–348
  • navigating admin panel, 25–32
    • Analytics page, 27–30
    • Apps page, 30
    • Customers page, 27
    • Home page, 26–27
    • Marketing page, 30
    • Orders page, 27
    • Products page, 27
    • Sales channels page, 30–31
    • settings, 32
  • overview, 9–10
  • selling digital products, 33–34
  • setting up store, 11–12
  • Shopify POS, 32–33
  • signing up, 22–25
  • support services, 19–21
• Shopify Analytics, 194
• Shopify App Store, 404
• Shopify Compass, 20
• Shopify Email app, 359–362
• Shopify Fulfillment Network (SFN), 286
• Shopify Inbox, 153–154
• Shopify integration, 279
• Shopify Liquid, 18
• Shopify Lite, 17
• Shopify Payments
  • setting up, 134–136
  • setting up multiple currencies in, 138–139
• Shopify Payouts, 137
• Shopify Plus, 17–19
• Shopify POS, 32–33, 226
• Shopify Shipping, 117–119, 282–284
• signing up, 22–25
• SKU (stock-keeping unit) code, 99, 235
• SMS (short message service), 152–153, 357
• Snapchat, 375
• social media, 363–378
  • adding social media icons to homepage, 76
  • affiliate marketing, 378
  • as customer service channel, 152–153
  • influencer marketing, 376–377
  • linking profiles, 375
  • marketing channels, 365–375
    • Facebook, 366–368
    • Instagram, 368–373
    • Pinterest, 374
    • Snapchat, 375
    • TikTok, 373–374
  • rise of in ecommerce, 364–365
  • shareable discount link, 312–313
  • user-generated content on, 176
• social proof, 65
• SOH (stock on hand), 98–99, 230
• split menus, 64
• split testing (AB testing), 200–202, 393
• standard shipping, 115–117
• static banners, 208
• stock levels, 12–13
• stock on hand (SOH), 98–99, 230
• stock-keeping unit (SKU) code, 99, 235
• Stocky, 226–227
• store, Shopify, 55–107
  • adding pages, 76–78
  • collections, 81–107
    • activating products, 107
    • adding new products to store, 90–106
    • adding to menu, 89–90
    • creating, 82–86
    • merchandising, 106–107
    • using product tags, 86–89
  • creating menu items, 79
  • fraud prevention, 139–142
    • investigating suspicious orders, 139–141
    • processing chargebacks, 141–142
  • going live, 399–408
  • homepage, 62–76
    • adjusting theme settings, 74–76
    • menu, 63–64
    • styling, 64–74
  • making content SEO-friendly, 356–357
  • payment processing, 133–139
    • alternative payment providers, 136–137
    • setting up multiple currencies in Shopify Payments, 138–139
    • setting up third-party payment provider, 139
    • Shopify Payments, 134–136
    • Shopify Payouts, 137
  • personalization of, 206–213
  • setting up, 11–12
  • shipping options, 109–129
    • express shipping vs. standard shipping, 115–117
    • free shipping vs. paid shipping, 110–115
    • profiles for, 120–129
    • Shopify Shipping, 117–119
  • tax rates, 129–133
    • including tax in product price, 133
    • setting up tax collection, 130–133
  • themes, 59–62
  • web development and coding, 56–57
  • website architecture, 57–59
• storing inventory, 234–238
  • layout and design, 237–238
  • locations, 236–237
  • shelving equipment, 236
• subscribers, 357–358
• supply, 37
• support services, 19–21
• surveys, 197–198, 395
• suspicious orders, 139–141

T

• tags, 86–89, 105
• tax rates, 129–133
  • including tax in product price, 133
  • setting up tax collection, 130–133
• testimonials, 73
• themes, store, 31, 59–62
  • adding, 60–61
  • choosing, 60
  • customizing, 62
  • publishing, 61–62
  • social media and, 375
• third-party payment providers, 139

• 3D models, 95

• TikTok, 373–374
• Timeline section, 256–257
• title tags, 352–354
• top landing pages, 29
• tracking
  • orders, 274, 397
  • stock movement, 242–243
• trade shows, 36
• traffic source, 29
• Transfers function, 230–232
• trending products
  • checking in Shopify, 40–41
  • tools to check for, 37–40
• Trustpilot, 167
• typography, 75

U

• unique value proposition, 319–320
• Urchin Tracking Modules (UTMs), 29, 322
• usability tests, 197–198
• user experience honeycomb, 192
• user experience (UX), 189–202
  • AB testing, 200–202
  • improving, 193–200
  • overview, 190–193
• user research, 194–198
• user-generated content, 174–177, 386–387
• users, 12
• UTMs (Urchin Tracking Modules), 29, 322

V

• variants, 87, 100–102, 299, 386
• VAT (value-added tax), 132
• vendors, 104
• video, personalized, 219
• voiding shipping labels, 283–284

W

• warehouse management system (WMS), 99
• web development, 56–57
• web hosting, 21–22
• web push notifications, 385–386
• website architecture, 57–59
• weights, 100
• WhatsApp, 152–153
• white hat dropshipping, 45–46
• wholesale trade, 41
• WMS (warehouse management system), 99

Y

• Yotpo, 167
• Yotpo Loyalty, 174

Z

• Zalora, 49
• zones, shipping, 126
• zoom feature, 96