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items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-Customer Stories" class="font-bold text-t7 inline-block text-white">Customer Stories</span></div><ul class="columns-3" aria-labelledby="subNavItem-Customer Stories"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/everlane"><div class="text-base font-medium"><span class="inline-block arrow-animation">Everlane</span></div><div class="text-sm text-shade-30 group-hover:text-white">Shop Pay speeds up checkout and boosts conversions</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/brooklinen"><div class="text-base font-medium"><span class="inline-block arrow-animation">Brooklinen</span></div><div class="text-sm text-shade-30 group-hover:text-white">Scales their wholesale business</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/news/headless-butcherbox"><div class="text-base font-medium"><span class="inline-block arrow-animation">ButcherBox</span></div><div class="text-sm text-shade-30 group-hover:text-white">Goes Headless</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/arhaus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Arhaus</span></div><div class="text-sm text-shade-30 group-hover:text-white">Journey from a complex custom build to Shopify</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/ruggable"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ruggable</span></div><div class="text-sm text-shade-30 group-hover:text-white">Customizes Headless ecommerce to scale with Shopify</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/carrier"><div class="text-base font-medium"><span class="inline-block arrow-animation">Carrier</span></div><div class="text-sm text-shade-30 group-hover:text-white">Launches ecommerce sites 90% faster at 10% of the cost on Shopify</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/dollar-shave-club"><div class="text-base font-medium"><span class="inline-block arrow-animation">Dollar Shave Club</span></div><div class="text-sm text-shade-30 group-hover:text-white">Migrates from a homegrown platform and cuts tech spend by 40%</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/lull"><div class="text-base font-medium"><span class="inline-block arrow-animation">Lull</span></div><div class="text-sm text-shade-30 group-hover:text-white">25% Savings Story</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/case-studies/allbirds"><div class="text-base font-medium"><span class="inline-block arrow-animation">Allbirds</span></div><div class="text-sm text-shade-30 group-hover:text-white">Omnichannel conversion soars</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0" aria-labelledby=""><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify</span></div><div class="text-sm text-shade-70 group-hover:text-black">Platform for entrepreneurs & SMBs</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus</span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/enterprise"><div class="text-base font-medium"><span class="inline-block arrow-animation">Enterprise</span></div><div class="text-sm text-shade-70 group-hover:text-black">Solutions for the world’s largest brands</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-white text-white"><button type="button" class="bg-transparent" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-white bg-white -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-white bg-white -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-black text-white opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto max-h-[calc(100vh-72px)] z-20 pb-28"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-4 col-start-1 pt-8 text-white -translate-y-[30px]" data-background="transparent_dark"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-Why trust us" class="font-bold text-t7 inline-block text-white">Why trust us</span></div><ul class="pb-2" aria-labelledby="subNavItem-Why trust us"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/resource/forrester-wave-b2b"><div class="text-base font-medium"><span class="inline-block arrow-animation">Leader in the 2024 Forrester Wave™: Commerce Solutions for B2B</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/commerce-components/resources/analyst-report/gartner-magic-quadrant"><div class="text-base font-medium"><span class="inline-block arrow-animation">2024 Gartner Magic Quadrant for Digital Commerce</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/resources/idc-marketscape-report"><div class="text-base font-medium"><span class="inline-block arrow-animation">Leader in the 2024 IDC B2C Commerce MarketScape vendor evaluation</span></div></a></li></ul></div><div class="col-span-4 col-start-5 pt-8 text-white -translate-y-[30px]" data-background="transparent_dark"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-What we care about" class="font-bold text-t7 inline-block text-white">What we care about</span></div><ul class="pb-2" aria-labelledby="subNavItem-What we care about"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/commerce-components/resources/shopify-checkout-whitepaper"><div class="text-base font-medium"><span class="inline-block arrow-animation">The 4 must-haves for a performant checkout</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/commerce-components/resources/modern-commerce-os"><div class="text-base font-medium"><span class="inline-block arrow-animation">Principals of a Modern Commerce OS</span></div></a></li></ul></div><div class="col-span-4 col-start-9 pt-8 text-white -translate-y-[30px]" data-background="transparent_dark"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-How we support you" class="font-bold text-t7 inline-block text-white">How we support you</span></div><ul class="pb-2" aria-labelledby="subNavItem-How we support you"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/support/enterprise"><div class="text-base font-medium"><span class="inline-block arrow-animation">Premium Support</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="https://help.shopify.com/en/" aria-label="External source: Help Documentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help Documentation</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/professional-services/enterprise"><div class="text-base font-medium"><span class="inline-block arrow-animation">Professional Services</span></div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0" aria-labelledby=""><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify</span></div><div class="text-sm text-shade-70 group-hover:text-black">Platform for entrepreneurs & SMBs</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus</span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/enterprise"><div class="text-base font-medium"><span class="inline-block arrow-animation">Enterprise</span></div><div class="text-sm text-shade-70 group-hover:text-black">Solutions for the world’s largest brands</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-white text-white"><button type="button" class="bg-transparent" data-component-name="Developers-toggle-open" aria-controls="DevelopersDesktopMenu" aria-expanded="false"><span class="mr-3">Developers</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-white bg-white -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-white bg-white -rotate-[135deg]"></div></div></button></div><div id="DevelopersDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-black text-white opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto max-h-[calc(100vh-72px)] z-20 pb-28"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-4 col-start-1 pt-8 text-white -translate-y-[30px]" data-background="transparent_dark"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-Latest Innovations" class="font-bold text-t7 inline-block text-white">Latest Innovations</span></div><ul class="pb-2" aria-labelledby="subNavItem-Latest Innovations"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/editions/summer2024"><div class="text-base font-medium"><span class="inline-block arrow-animation">Editions - June 2024</span></div></a></li></ul></div><div class="col-span-4 col-start-5 pt-8 text-white -translate-y-[30px]" data-background="transparent_dark"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-Tools & Integrations" class="font-bold text-t7 inline-block text-white">Tools & Integrations</span></div><ul class="pb-2" aria-labelledby="subNavItem-Tools & Integrations"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="/developers/tools/integrations"><div class="text-base font-medium"><span class="inline-block arrow-animation">Integrations</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="https://hydrogen.shopify.dev" aria-label="External source: Hydrogen"><div class="text-base font-medium"><span class="inline-block arrow-animation">Hydrogen</span></div></a></li></ul></div><div class="col-span-4 col-start-9 pt-8 text-white -translate-y-[30px]" data-background="transparent_dark"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold border-shade-70"><span id="subNavItem-Support & Resources" class="font-bold text-t7 inline-block text-white">Support & Resources</span></div><ul class="pb-2" aria-labelledby="subNavItem-Support & Resources"><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="https://shopify.dev" aria-label="External source: Shopify Developers"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="https://shopify.dev/docs" aria-label="External source: Documentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Documentation</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="https://help.shopify.com/en/" aria-label="External source: Help Center"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help Center</span></div></a></li><li class="flex mb-6 pr-4 break-inside-avoid"><a class="group inline-block w-full text-white hover:text-white" href="https://shopify.dev/changelog" aria-label="External source: Changelog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Changelog</span></div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0" aria-labelledby=""><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify</span></div><div class="text-sm text-shade-70 group-hover:text-black">Platform for entrepreneurs & SMBs</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus</span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 break-inside-avoid border-r border-shade-30 last:border-0 col-span-4"><a class="group inline-block w-full text-black hover:text-black" href="/ie/enterprise"><div class="text-base font-medium"><span class="inline-block arrow-animation">Enterprise</span></div><div class="text-sm text-shade-70 group-hover:text-black">Solutions for the world’s largest brands</div></a></li></ul></div></div></div></div></li></ul></nav><div class="ml-auto transition-opacity duration-200 opacity-100 delay-100"><ul class="lg:flex hidden items-center"><li class="leading-[0]"><a href="#contact-sales" class="inline-block self-center overflow-hidden max-w-full px-button-px py-button-py ring-inset rounded-button text-button-size font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline border-2 border-button-light-primary-border ring-button-light-primary-border hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus 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class="rotate-90 self-center"><path fill="currentColor" d="M12 10.4a.798.798 0 0 1-.566-.234L8 6.73l-3.434 3.435a.8.8 0 1 1-1.132-1.132l4-4a.8.8 0 0 1 1.132 0l4 4A.8.8 0 0 1 12 10.4Z"></path></svg></div></a></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/ie/enterprise/blog/social-commerce-strategy"/><meta itemProp="dateModified" content="2022-12-21T05:00:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/ie/enterprise/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/ie/enterprise/blog/topics/unified-commerce" class="no-underline hover:text-link-light-hover topic-link">Unified Commerce</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">Social Commerce Strategy: Improve Your Social Selling With These 9 Best Practices</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4 font-shopifysans">Taking a look at nine social commerce strategies that can improve your social selling efforts.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 text-base leading-[18px] mb-2 [&_>div]:!text-legacy-gray-90 [&_a]:text-legacy-gray-90 [&_span]:text-legacy-gray-90 last:[&_>div]:my-0 text-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/ie/enterprise/blog/authors/tamara-franklin" class="no-underline" itemProp="url"><span itemProp="name">Tamara Franklin</span></a></span></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/3KlKebLyt8lx5sAAdY633R_62fb4ff3-b654-4690-af01-ac0fa23c6255.png?v=1719388559&originalWidth=1848&originalHeight=782" alt="ShopifyPlus SocialCommerce 3840x2160" loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/3KlKebLyt8lx5sAAdY633R_62fb4ff3-b654-4690-af01-ac0fa23c6255.png?v=1719388559&originalWidth=1848&originalHeight=782&width=200 200w, 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[&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full [&_ul>li>p]:inline" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>According to <a href="https://www.accenture.com/us-en/insights/software-platforms/why-shopping-set-social-revolution" rel="nofollow noopener noreferrer" target="_blank">Accenture</a>, social commerce sales reached $492 billion worldwide in 2021 and are forecasted to triple to $1.2 trillion by 2025. The market opportunity is vast for retailers willing to embrace a human-centric approach to online shopping that can strengthen consumer relationships.</p> <p><a href="/research/future-of-commerce/future-of-ecommerce#Trend3">Shopify data</a> shows that 49% of brands plan to increase their investment in <a href="/enterprise/social-commerce-trends">social commerce</a> this year. When developing a social commerce strategy, businesses should consider how they can use <a href="/enterprise/social-commerce-platforms">social commerce platforms</a> to create a more humanized shopping experience that meets consumers’ needs and drives conversions.</p> <p>Let’s take a look at nine social commerce strategies that can improve your social selling efforts in 2023.</p><div id="text-cta" class="hidden lg:block"></div> <p> </p> <h2>9 strategies for social commerce success</h2> <p>Any brand hoping to cash in on growing <a href="/ca/enterprise/social-commerce-trends">social commerce trends</a> must consciously create a strategy grounded in consumer understanding, thoughtful channel selection, and routine performance measurement. Let’s look at nine social commerce strategies to help you capitalize on this opportunity.</p> <h3>1. Meet your customers where they are</h3> <p>To create a successful social commerce strategy, retailers must first recognize that it’s not about them. It’s about the customer.</p> <p>“If I were starting from scratch, I would spend some time listening from the customer’s perspective and coming up with a vision for our social commerce strategy,” explains Timothy Hughes, author of <a href="https://www.amazon.com/Social-Selling-Techniques-Influence-Changemakers/dp/1398607320/ref=pd_lpo_1?pd_rd_w=FND3I&content-id=amzn1.sym.116f529c-aa4d-4763-b2b6-4d614ec7dc00&pf_rd_p=116f529c-aa4d-4763-b2b6-4d614ec7dc00&pf_rd_r=FMV8WKXJSJDS70KYACFH&pd_rd_wg=83sjr&pd_rd_r=66030f67-6311-482e-8b43-71330416b3bc&pd_rd_i=1398607320&psc=1" rel="nofollow noopener noreferrer" target="_blank">Social Selling: Techniques to Influence Buyers and Changemakers</a>.</p> <p><i>“It has to be about community, not commerce.” —Timothy Hughes</i></p> <p>First, identify where your target customers spend their time. Doing this research upfront will ensure that you are investing in the right social commerce platforms to connect with them.</p> <p>Consult the demographic data for popular social commerce platforms to see how they align with your target customer.</p> <p>Also, research top competitors to see what platforms they use and what their engagement is like to inform your own social commerce strategy.</p> <p>Take <a href="https://knix.com/" rel="nofollow noopener noreferrer" target="_blank">Knix</a>, an intimate apparel brand. It’s done the research to understand that thitsir target customers look to <a href="https://www.instagram.com/knix/?hl=en" rel="nofollow noopener noreferrer" target="_blank">Instagram</a> for inspiration. So, it make it incredibly easy for customers to go from IG to product pages in one tap.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/eacf5fbdfc0e447b8cd7e3fa17cbfba4.png" pm="" at="" shot=""> <h3>2. Create highly engaging content</h3> <p>Engaging, relevant, and high-quality content can correlate to higher sales. Data from <a href="https://sproutsocial.com/insights/data/social-media-connection/" rel="nofollow noopener noreferrer" target="_blank">Sprout Social</a> shows that 57% of consumers will increase their spending with a brand they feel connected to. There are many ways to create memorable content that helps buyers feel more connected with your brand. Here are a few places to start.</p> <h3>3. Make your content audience-focused</h3> <p>Whether it’s a Facebook shop, Instagram shop, or Pinterest storefront, the number one key to selling on social media is publishing audience-focused content, according to Joe Troyer, CEO and Growth Advisor at <a href="https://digitaltriggers.io" rel="nofollow noopener noreferrer" target="_blank">Digital Triggers</a>.</p> <p>“If you’re a service-based business, publish social commerce content that targets your exact audience, helping them solve problems, achieve their goals, and remove their struggles. This will automatically build trust, leading to sales,” says Troyer.</p> <p>“Consumer brands should publish content that their audience enjoys. For instance, if you’re a boxing equipment brand, publish content related to boxing: Muhammad Ali or Mike Tyson’s boxing tips, motivational reels, quotes, and more. Gather the right tribe around your brand.”</p> <p>For example, Shopify customer <a href="/plus/customers/boxraw">Boxraw</a> is using the poster of the upcoming film <a href="https://www.instagram.com/p/Cj0QtK8KrRx/" rel="nofollow noopener noreferrer" target="_blank">Creed III</a> to get its audience pumped.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/e36d8ccee912460a98f6ff4375a0e23a.png" am="" at="" shot="" loading="lazy"> <h3>4. Show behind-the-scenes content</h3> <p>This is especially effective if you’re a new business, launching a new product, or aiming to generate brand awareness. Offering a behind-the-scenes peek at your brand and how the proverbial sausage gets made can create a deeper connection with your audience, help tell your brand’s story, and keep your followers coming back for more. Use this opportunity to share what makes your company special or give shoppers unique insights they wouldn’t usually see from a brand like yours.</p> <p><a href="https://www.graceeleyae.com/" rel="nofollow noopener noreferrer" target="_blank">Grace Eleyae</a>, an ecommerce merchant offering a variety of satin products that help protect your hair, recently gave viewers an <a href="https://www.instagram.com/p/CjOLNS7PrDc/" rel="nofollow noopener noreferrer" target="_blank">inside look</a> at how to pronounce the company’s name.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2e2acd04272e49a5b344085959ba3fa3.png" am="" at="" shot="" loading="lazy"> <h3>5. Encourage UGC (user-generated content)</h3> <p>This type of content can help build credibility for your brand. Your social commerce strategy will be more effective when you leverage social proof. This includes customer reviews and encouraging customers to post their own photos or videos of themselves unboxing or using your product and tagging your company. See <a href="https://www.instagram.com/blenderbottle/tagged/" rel="nofollow noopener noreferrer" target="_blank">BlenderBottle</a> for inspiration.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/f3768e8b4511451abda9a96100ba09ad.png" am="" at="" shot="" loading="lazy"> <h3>6. Co-create with micro-influencers</h3> <p>Develop partnerships with popular influencers in your category to broaden your reach, build brand affinity, and cultivate credibility with that influencer’s audience. But instead of looking for the personalities with the most followers, opt for the most relevant influencers with the most engaged followers—also known as micro-influencers.</p> <p>These content creators have built a tight-knit community that trusts their recommendations. As a result, influencer marketing is set to be worth <a href="https://www.statista.com/statistics/1092819/global-influencer-market-size/" rel="nofollow noopener noreferrer" target="_blank">$16.4 billion</a> in 2022.</p> <img alt="Untitled.png" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/df14956632fd452582ad5b8f367e04a9.png" loading="lazy"> <p>Allow the influencer to put their perspective on the campaign. But Hughes warns against treating influencer marketing like a paid media channel: “It’s no longer good enough just to have Kim Kardashian wear your shoes and tag them on social.”</p> <p>To create more authentic experiences, brands must work hand-in-hand with influencers to co-create content that truly speaks to their unique audience’s interests. And the content must be insightful, educational, or entertaining, to guide an audience’s purchase decisions.</p> <p>Shopify partner <a href="https://us.hismileteeth.com/" rel="nofollow noopener noreferrer" target="_blank">HiSmile</a> works with well-known celebrity names like Kylie Jenner and Conor McGregor, and utilizes social media to spread the word about its teeth-whitening products.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/e1e02262758d4b5681468d83c2909435.png" am="" at="" shot="" loading="lazy"> <h3>7. Test live shopping</h3> <p>Livestreams are a great way to combine the interactivity of in-person shopping with the convenience of ecommerce. Try hosting live Q&As, demos or tutorials, or product launches. And use the opportunity to answer customer questions in real-time, removing barriers to purchase and creating personalized connections. Be sure to utilize product hashtags directly in your live broadcasts, which allows your audience to purchase products on the spot.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2c14b8bc3d214df69a5cc99be3b43fed.png" pm="" at="" shot="" loading="lazy"> <p>“Livestreams are a great way for potential customers to get to know you as a brand and to answer questions they may have,” says Michael Bell, founder and CEO of <a href="http://manukora.com">Manukora</a>. “Be sure to include where to purchase your products in the livestream and then drop your online store in the comments to make it easy to increase sales.”</p> <p>Some early adopters of live shopping have <a href="https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience" rel="nofollow noopener noreferrer" target="_blank">reported</a> conversion rates of up to 30%, which is 10 times higher than conventional commerce.</p> <p>Consider combining live shopping with influencer marketing to extend your reach even further. Statista data shows that of those who frequently watch influencer livestreams, <a href="https://www.statista.com/statistics/1261488/share-internet-users-watching-buying-from-livestream-influencers/" rel="nofollow noopener noreferrer" target="_blank">70% are likely to buy</a> the products recommended.</p> <h3>8. Optimize for social search</h3> <p>According to an <a href="https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/" rel="nofollow noopener noreferrer" target="_blank">internal study</a> by Google, 40% of 18- to 24-year-olds now use social media as their primary search engine.</p> <p>Brands that want to win in the social commerce space in 2023 must master the basics of social search optimization.</p> <p>It starts with your content strategy. Focus on creating relevant content that will resonate with your target audience. If the content is good, it’s much more likely to perform well.</p> <p>From there, take notes from <a href="https://www.facebook.com/beardandblade/?ref=page_internal" rel="nofollow noopener noreferrer" target="_blank">Beard & Blade</a> by nailing down your SEO fundamentals:</p> <ul> <li> <p>Optimize your social media profiles</p> </li> <li> <p>Make it easy to navigate</p> </li> <li> <p>Write a clear and compelling bio</p> </li> <li> <p>Include an on-brand profile photo</p> </li> <li> <p>Geotag your posts</p> </li> <li> <p>Make sure your location is accessible for local search</p> </li> <li> <p>Use alt text on your creative assets</p> </li> </ul> <p>These simple steps can help ensure your social commerce content is more discoverable and engaging.</p> <img png="" alt="Screen" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/12ad8a01761541639d655b2f4bf3286a.png" am="" at="" shot="" loading="lazy"> <h3>9. Cultivate trust.</h3> <p>An Accenture <a href="https://www.accenture.com/us-en/insights/software-platforms/social-commerce-experience" rel="nofollow noopener noreferrer" target="_blank">survey</a> of 10,000 customers reveals that a lack of trust is a top concern for social commerce buyers. Shoppers are worried that their purchases won’t be protected or refunded. They’re also concerned about the quality and authenticity of products sold via social commerce channels and fear sharing their financial data with social networks.</p> <p>“Customers have lots of choices. And trust is an important part of that choice,” explains Dutta Satadip, Chief Customer Officer at <a href="https://www.activecampaign.com/" rel="nofollow noopener noreferrer" target="_blank">ActiveCampaign</a>. “To get that trust, people are not only using the overall branding and what the influencers are saying, but they’re going and looking at reviews, talking to other people, and then figuring out if it’s the right choice for them.”</p> <p>Brands looking to establish trust as a part of their social commerce strategy should focus on the following:</p> <ul> <li> <p>Reliable fulfillment</p> </li> <li> <p>Purchase protection</p> </li> <li> <p>Hassle-free refunds and returns</p> </li> </ul> <h3>10. Make purchasing easy</h3> <p>Social commerce makes it easy to move customers from product discovery to purchase without leaving the apps they know and love. The more convenient you make it, the less cart abandonment you’ll experience.</p> <h3>11. Invest in social checkout</h3> <p>Today, many enterprise brands still look at their website as the place where commerce happens. But connecting with customers on social media and then trying to shuffle them over to your online store to complete a purchase creates friction that will lead to cart abandonment.</p> <p>Leverage native checkout features that allow shoppers to buy from right inside the social media platform.</p> <h3>12. Lean on bots to close more sales</h3> <p>Automated social shopping bots can add conversational prompts that help move your followers through the customer journey. They also allow you to close sales 24/7 while reducing cart abandonment.</p> <p>That said, Hughes cautions against relying too heavily on AI to help execute your social commerce strategy. “People don’t come to social to read brochures,” he says. “Social media is about being social.” It’s an excellent opportunity to create a dialogue between your brand and your consumers.</p> <p>People follow you on social media because you’re educating or entertaining them. They’re coming to you because they feel a connection. “I think that what happens with AI is we actually break the connection,” says Hughes.</p> <p>Brands must find a balance between leveraging bots to increase conversions, while finding other ways to maintain their connection to consumers.</p> <h3>13. Create seamless, shorter paths to purchase</h3> <p>When it comes to ecommerce, convenience is king. So aim to craft an end-to-end purchase process across all key channels with as few steps as possible.</p> <p>You’ll need a seamless, omnichannel social commerce approach that integrates your online and in-store experiences to connect with and convert social media browsers into customers. And it must be informed by your customer data and insights.</p> <p><b>Integrate your ecommerce provider with social commerce platforms</b></p> <p>“This is a no-brainer,” says Volodymyr Shchegel, VP of Engineering at <a href="https://clario.co" rel="nofollow noopener noreferrer" target="_blank">Clario</a>. “This allows you to make ads and shoppable posts that reflect your branding and will generate leads to your ecommerce website. While networks like Facebook have a native shopping platform, you’ll want the privacy, flexibility, and multichannel support of an independent ecommerce platform.”</p> <p>Remove friction and create a more seamless customer experience by integrating your ecommerce and social commerce platforms. This ensures that your inventory is always accurate, your product catalog is up to date, and you’re promoting the right products at the right time.</p> <h3>14. Put customers first</h3> <p>Social commerce is inherently tied to making shopping more convenient for new and existing customers. Focus less on the needs of your brand and more on the needs of the customer, and you’ll go far.</p> <h3>15. Respond to support questions</h3> <p>A Sprout Social <a href="https://media.sproutsocial.com/uploads/2021/11/Three-Things-Brands-Get-Wrong-With-Social-Commerce.pdf" rel="nofollow noopener noreferrer" target="_blank">survey</a> finds that brands’ biggest mistake with social commerce is failing to respond to customer questions or comments.</p> <p>“Unanswered questions, complaints, or praise in the comments or on your page are taken more personally than on platforms like Yelp or Google Reviews,” says Gates Little, President and CEO at <a href="https://altline.sobanco.com" rel="nofollow noopener noreferrer" target="_blank">altLINE Sobanco</a>. “Social media implies closeness and access that is personal to the customer, and neglecting them has a strong impact.”</p> <p>However, generating interest from your social commerce efforts is only the beginning. Next, you need to nurture that interest. Failing to do so means missing out on ecommerce sales opportunities.</p> <p>Actively monitor the comments, and DMs received via social media, especially those related to ingredients, compatibility, shipping, etc., and respond proactively.</p> <p>Consider incorporating a chatbot to answer simple questions when your staff is unavailable, but give customers the option to receive a callback if they’d prefer to speak to a representative.</p> <h3>16. Focus on adding value</h3> <p>While the goal of social commerce is ultimately to drive sales, social media is very different from other marketing channels.</p> <p>“People are addicted to this notion that marketing is about interruption,” says Hughes. “I stand on top of a building and I shout, and the louder I can shout, the better it is. And what I shout is, ‘Buy my product, because it’s great.’ But the problem is that everybody does that.”</p> <p>Instead, find ways to add value to social media users. For example, how can you entertain and educate them while also helping them understand how your product works, how it can benefit them, or how they can use it in their everyday lives?</p> <p>An influencer video showing how to use your product, combined with product tags, is an effective way to help your audience learn something while also nudging them toward making a purchase.</p> <h3>17. Stay top of mind</h3> <p><a href="https://newsroom.accenture.com/news/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds.htm" rel="nofollow noopener noreferrer" target="_blank">Accenture reported</a> that 63% of social buyers said they are more likely to buy from the same seller again. So by nurturing your social commerce customers, you have a much higher chance of repeat purchases. Here are three ways to stay top of mind with your social commerce customers:</p> <ul> <li> <p><b>Offer coupons:</b> <a href="https://www.activecampaign.com/blog/social-media-impact-holiday-marketing-2022" rel="nofollow noopener noreferrer" target="_blank">Data from ActiveCampaign</a> shows that 42% of all consumers said they’d be willing to engage with a new brand on social media if discounts are offered. Custom, limited-time digital coupon codes offered across social platforms can help entice shoppers to make their first purchase with you and help you generate leads for future marketing efforts.</p> </li> <li> <p><b>Push your loyalty program:</b> Once customers have made a purchase, offer them a chance to join your loyalty program. Loyalty programs can further customer connections by offering insider deals, discounts, and special incentives for repeat customers.</p> </li> <li> <p><b>Encourage customer reviews:</b> Create an automated email asking customers to leave a review when they’ve made a purchase, with a link or a QR code that points them to where they can leave their review. You can even use incentives, such as coupon codes or limited-time discounts, to encourage customers to take the time to write a review.</p> </li> </ul> <img alt="Untitled.png" src="https://cdn.shopify.com/s/files/1/0817/7988/4088/files/07060f5624df4d5cb5be2a4849d2dae5.png" loading="lazy"> <p><i>Source: Censuswide; Wunderman Thompson; magazine media; ID 1275069 / Publicis; TikTok for Business; WARC; Statista</i></p> <p>“Developing the perfect deal or exclusive discount can significantly increase your sales volume and social commerce conversions for specific products or at a particular time of year, such as the <a href="/ca/enterprise/holiday-shopping-online">holiday season</a>,” says Zach Goldstein, CEO and founder of <a href="http://publicrec.com">Public Rec</a>.</p> <p>This could look like using buy-one-get-one or half-off deals for returning online shoppers or discounts on a new shopper’s first three purchases through your social shop.</p> <p>Ecommerce businesses can also use a referral program to encourage shoppers to share a link to your social storefront for discounts. Experiment and see what sticks. Once you master social commerce, you can expand your brand reach to a broader audience.</p> <h3>18. Leverage data</h3> <p>Most social media channels provide analytics. Be sure to use those insights to help inform and iterate on your social commerce strategy. Ultimately, data should guide the design and functionality of your social commerce storefronts.</p> <p>Look at user engagement, your posts’ performance, and your audience’s demographic breakdown.</p> <p>Some platforms will show you deeper social commerce insights, such as the number of times a user tapped on a product tag and the number of people who visited your product page from a post.</p> <p>Turn analytics into actionable insights by figuring out your top-performing posts and doubling down on that type of content. Also, look at posts that could have performed better and consider small changes you can make to future posts to increase engagement throughout the buying process.</p> <div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-section-royal-blue !font-faktum !bg-marketing-block !pl-8 [&_p]:!font-shopifysans [&_h3]:!font-faktum [&_h2]:!font-faktum"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/ie/enterprise/blog/b2b-sales-funnel">B2B Sales Funnel: How to Identify Which Stage Your Buyer is In and Convert Them into Customers—Fast</a></li><li class="mt-2"><a href="/ie/enterprise/blog/new-york-fashion-week">New York Fashion Week 2020 Trends: Sustainability, Made-to-Order and Off-Runway</a></li><li class="mt-2"><a href="/ie/enterprise/blog/best-ecommerce-books-leaders">10 Best Books Recommended By Ecommerce Leaders (+ Lessons Learned)</a></li><li class="mt-2"><a href="/ie/enterprise/blog/how-luxury-fashion-is-embracing-inclusive-sizing">How Luxury Fashion Is Embracing Inclusive Sizing</a></li><li class="mt-2"><a href="/ie/enterprise/blog/consumer-behavior-trends">The 9 Biggest Consumer Behavior Trends That Will Shape 2023</a></li><li class="mt-2"><a href="/ie/enterprise/blog/mary-meeker-report-ecommerce">4 Trends for Commerce from Mary Meeker’s COVID-19 Internet Trends Report</a></li><li class="mt-2"><a href="/ie/enterprise/blog/the-giving-economy">The Giving Economy: How Consumers Are Paying It Forward to Retailers</a></li><li class="mt-2"><a href="/ie/enterprise/blog/order-management-system-oms">What is an Order Management System (OMS)? Your Guide to Choosing One</a></li><li class="mt-2"><a href="/ie/enterprise/blog/composable-commerce">Composable Commerce: What It Means and if It’s Right for Your Business</a></li></ul></div><div id="faq-section" class="marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [&_h2]:!mt-0 [&_h2]:mb-6 [&_h2]:text-t5 [&_h3]:!mt-0 [&_h3]:mb-6 [&_h3]:text-t7 [&_h4]:!mt-0 [&_h4]:mb-6 [&_h4]:text-t8 [&_ul]:!mt-0 [&_ul]:mb-6 [&_ul:last-child]:mb-0 [&_ol]:!mt-0 [&_ol]:mb-6 [&_ol:last-child]:mb-0 [&_p]:!mt-0 [&_p]:mb-6 [&_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [&_[itemscope]]:mb-6 [&_[itemscope]:last-child]:mb-0 border-section-royal-blue !font-faktum !font-normal [&_h3]:!font-normal bg-marketing-block !pl-8 [&_p]:!font-shopifysans [&_h3]:!font-faktum"> <div itemscope="" itemtype="https://schema.org/FAQPage"> <h2>Social commerce strategy FAQ</h2> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 class="WTF-2" itemprop="name"><b>What is a social commerce strategy?</b></h3> <p class="WTF-4">A social commerce strategy is an approach to using social media platforms for buying and selling products or services.</p> <p class="WTF-4">An extension of your overall marketing strategy, your social commerce strategy dictates how you will execute and measure your social commerce presence and campaigns.</p> <p class="WTF-4">This includes, but is not limited to, deciding which platforms you’ll sell on, what products you’ll promote and include in your social shops, and how you’ll leverage other channels, such as paid advertising, to support your social commerce goals.</p> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 class="WTF-2" itemprop="name"><b>Why do I need a social commerce strategy?</b></h3> <p class="WTF-4">Social media is the <a href="https://www.statista.com/statistics/1254678/share-social-buyers-united-states-age-group/" rel="nofollow noopener noreferrer" target="_blank">preferred shopping channel for millennials and Gen Z</a>. In fact, 55% of US internet users in this demographic group made an in-app purchase on social media in 2021. So brands that want to reach this audience must show up and be active where they hang out.</p> <div itemscope="" itemprop="mainEntity" itemtype="https://schema.org/Question"> <h3 class="WTF-2" itemprop="name"><b>What are the benefits of a social commerce strategy?</b></h3> <div itemscope="" itemprop="acceptedAnswer" itemtype="https://schema.org/Answer"> <div itemprop="text"> <ul> <li> <p class="WTF-4">Increased brand awareness and product discovery</p> </li> <li> <p class="WTF-4">Expanded reach</p> </li> <li> <p class="WTF-4">Improved conversion rates</p> </li> <li> <p class="WTF-4">A more personalized shopping experience</p> </li> <li> <p class="WTF-4">The ability to assess engagement and conversions to inform future campaign</p> </li> </ul> </div> </div> </div> </div> </div> <p> </p> </div> </div></div></div><div class="border-t tablet-xl:border-[#d4d4d8] my-16 py-6 flex tablet-xl:flex-row justify-between flex-col"><div class="flex items-center tablet-xl:justify-start 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releases","columnSpan":3,"icon":"newsroom"}]}]}]},"pages/shopify.com/($locale)/enterprise/blog/$article":{"article":{"__typename":"Article","id":"gid://shopify/Article/558646493240","handle":"social-commerce-strategy","title":"Social Commerce Strategy: Improve Your Social Selling With These 9 Best Practices","publishedAt":"2024-04-12T18:17:07Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/3KlKebLyt8lx5sAAdY633R_62fb4ff3-b654-4690-af01-ac0fa23c6255.png?v=1719388559","altText":"ShopifyPlus SocialCommerce 3840x2160","width":3840,"height":2160},"tags":["Unified Commerce"],"contentHtml":"\u003cp\u003eAccording to \u003ca href=\"https://www.accenture.com/us-en/insights/software-platforms/why-shopping-set-social-revolution\"\u003eAccenture\u003c/a\u003e, social commerce sales reached $492 billion worldwide in 2021 and are forecasted to triple to $1.2 trillion by 2025. The market opportunity is vast for retailers willing to embrace a human-centric approach to online shopping that can strengthen consumer relationships.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/research/future-of-commerce/future-of-ecommerce#Trend3\"\u003eShopify data\u003c/a\u003e shows that 49% of brands plan to increase their investment in \u003ca href=\"/enterprise/social-commerce-trends\"\u003esocial commerce\u003c/a\u003e this year. When developing a social commerce strategy, businesses should consider how they can use \u003ca href=\"/enterprise/social-commerce-platforms\"\u003esocial commerce platforms\u003c/a\u003e to create a more humanized shopping experience that meets consumers’ needs and drives conversions.\u003c/p\u003e\n\u003cp\u003eLet’s take a look at nine social commerce strategies that can improve your social selling efforts in 2023.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003ch2\u003e9 strategies for social commerce success\u003c/h2\u003e\n\u003cp\u003eAny brand hoping to cash in on growing \u003ca href=\"https://www.shopify.com/ca/enterprise/social-commerce-trends\"\u003esocial commerce trends\u003c/a\u003e must consciously create a strategy grounded in consumer understanding, thoughtful channel selection, and routine performance measurement. Let’s look at nine social commerce strategies to help you capitalize on this opportunity.\u003c/p\u003e\n\u003ch3\u003e1. Meet your customers where they are\u003c/h3\u003e\n\u003cp\u003eTo create a successful social commerce strategy, retailers must first recognize that it’s not about them. It’s about the customer.\u003c/p\u003e\n\u003cp\u003e“If I were starting from scratch, I would spend some time listening from the customer’s perspective and coming up with a vision for our social commerce strategy,” explains Timothy Hughes, author of \u003ca href=\"https://www.amazon.com/Social-Selling-Techniques-Influence-Changemakers/dp/1398607320/ref=pd_lpo_1?pd_rd_w=FND3I\u0026amp;content-id=amzn1.sym.116f529c-aa4d-4763-b2b6-4d614ec7dc00\u0026amp;pf_rd_p=116f529c-aa4d-4763-b2b6-4d614ec7dc00\u0026amp;pf_rd_r=FMV8WKXJSJDS70KYACFH\u0026amp;pd_rd_wg=83sjr\u0026amp;pd_rd_r=66030f67-6311-482e-8b43-71330416b3bc\u0026amp;pd_rd_i=1398607320\u0026amp;psc=1\"\u003eSocial Selling: Techniques to Influence Buyers and Changemakers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003ci\u003e“It has to be about community, not commerce.” —Timothy Hughes\u003c/i\u003e\u003c/p\u003e\n\u003cp\u003eFirst, identify where your target customers spend their time. Doing this research upfront will ensure that you are investing in the right social commerce platforms to connect with them.\u003c/p\u003e\n\u003cp\u003eConsult the demographic data for popular social commerce platforms to see how they align with your target customer.\u003c/p\u003e\n\u003cp\u003eAlso, research top competitors to see what platforms they use and what their engagement is like to inform your own social commerce strategy.\u003c/p\u003e\n\u003cp\u003eTake \u003ca href=\"https://knix.com/\"\u003eKnix\u003c/a\u003e, an intimate apparel brand. It’s done the research to understand that thitsir target customers look to \u003ca href=\"https://www.instagram.com/knix/?hl=en\"\u003eInstagram\u003c/a\u003e for inspiration. So, it make it incredibly easy for customers to go from IG to product pages in one tap.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/eacf5fbdfc0e447b8cd7e3fa17cbfba4.png\" pm=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e2. Create highly engaging content\u003c/h3\u003e\n\u003cp\u003eEngaging, relevant, and high-quality content can correlate to higher sales. Data from \u003ca href=\"https://sproutsocial.com/insights/data/social-media-connection/\"\u003eSprout Social\u003c/a\u003e shows that 57% of consumers will increase their spending with a brand they feel connected to. There are many ways to create memorable content that helps buyers feel more connected with your brand. Here are a few places to start.\u003c/p\u003e\n\u003ch3\u003e3. Make your content audience-focused\u003c/h3\u003e\n\u003cp\u003eWhether it’s a Facebook shop, Instagram shop, or Pinterest storefront, the number one key to selling on social media is publishing audience-focused content, according to Joe Troyer, CEO and Growth Advisor at \u003ca href=\"https://digitaltriggers.io\"\u003eDigital Triggers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“If you’re a service-based business, publish social commerce content that targets your exact audience, helping them solve problems, achieve their goals, and remove their struggles. This will automatically build trust, leading to sales,” says Troyer.\u003c/p\u003e\n\u003cp\u003e“Consumer brands should publish content that their audience enjoys. For instance, if you’re a boxing equipment brand, publish content related to boxing: Muhammad Ali or Mike Tyson’s boxing tips, motivational reels, quotes, and more. Gather the right tribe around your brand.”\u003c/p\u003e\n\u003cp\u003eFor example, Shopify customer \u003ca href=\"https://www.shopify.com/plus/customers/boxraw\"\u003eBoxraw\u003c/a\u003e is using the poster of the upcoming film \u003ca href=\"https://www.instagram.com/p/Cj0QtK8KrRx/\"\u003eCreed III\u003c/a\u003e to get its audience pumped.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/e36d8ccee912460a98f6ff4375a0e23a.png\" am=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e4. Show behind-the-scenes content\u003c/h3\u003e\n\u003cp\u003eThis is especially effective if you’re a new business, launching a new product, or aiming to generate brand awareness. Offering a behind-the-scenes peek at your brand and how the proverbial sausage gets made can create a deeper connection with your audience, help tell your brand’s story, and keep your followers coming back for more. Use this opportunity to share what makes your company special or give shoppers unique insights they wouldn’t usually see from a brand like yours.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.graceeleyae.com/\"\u003eGrace Eleyae\u003c/a\u003e, an ecommerce merchant offering a variety of satin products that help protect your hair, recently gave viewers an \u003ca href=\"https://www.instagram.com/p/CjOLNS7PrDc/\"\u003einside look\u003c/a\u003e at how to pronounce the company’s name.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2e2acd04272e49a5b344085959ba3fa3.png\" am=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e5. Encourage UGC (user-generated content)\u003c/h3\u003e\n\u003cp\u003eThis type of content can help build credibility for your brand. Your social commerce strategy will be more effective when you leverage social proof. This includes customer reviews and encouraging customers to post their own photos or videos of themselves unboxing or using your product and tagging your company. See \u003ca href=\"https://www.instagram.com/blenderbottle/tagged/\"\u003eBlenderBottle\u003c/a\u003e for inspiration.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/f3768e8b4511451abda9a96100ba09ad.png\" am=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e6. Co-create with micro-influencers\u003c/h3\u003e\n\u003cp\u003eDevelop partnerships with popular influencers in your category to broaden your reach, build brand affinity, and cultivate credibility with that influencer’s audience. But instead of looking for the personalities with the most followers, opt for the most relevant influencers with the most engaged followers—also known as micro-influencers.\u003c/p\u003e\n\u003cp\u003eThese content creators have built a tight-knit community that trusts their recommendations. As a result, influencer marketing is set to be worth \u003ca href=\"https://www.statista.com/statistics/1092819/global-influencer-market-size/\"\u003e$16.4 billion\u003c/a\u003e in 2022.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/df14956632fd452582ad5b8f367e04a9.png\"\u003e\n\u003cp\u003eAllow the influencer to put their perspective on the campaign. But Hughes warns against treating influencer marketing like a paid media channel: “It’s no longer good enough just to have Kim Kardashian wear your shoes and tag them on social.”\u003c/p\u003e\n\u003cp\u003eTo create more authentic experiences, brands must work hand-in-hand with influencers to co-create content that truly speaks to their unique audience’s interests. And the content must be insightful, educational, or entertaining, to guide an audience’s purchase decisions.\u003c/p\u003e\n\u003cp\u003eShopify partner \u003ca href=\"https://us.hismileteeth.com/\"\u003eHiSmile\u003c/a\u003e works with well-known celebrity names like Kylie Jenner and Conor McGregor, and utilizes social media to spread the word about its teeth-whitening products.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/e1e02262758d4b5681468d83c2909435.png\" am=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e7. Test live shopping\u003c/h3\u003e\n\u003cp\u003eLivestreams are a great way to combine the interactivity of in-person shopping with the convenience of ecommerce. Try hosting live Q\u0026amp;As, demos or tutorials, or product launches. And use the opportunity to answer customer questions in real-time, removing barriers to purchase and creating personalized connections. Be sure to utilize product hashtags directly in your live broadcasts, which allows your audience to purchase products on the spot.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2c14b8bc3d214df69a5cc99be3b43fed.png\" pm=\"\" at=\"\" shot=\"\"\u003e\n\u003cp\u003e“Livestreams are a great way for potential customers to get to know you as a brand and to answer questions they may have,” says Michael Bell, founder and CEO of \u003ca href=\"http://manukora.com\"\u003eManukora\u003c/a\u003e. “Be sure to include where to purchase your products in the livestream and then drop your online store in the comments to make it easy to increase sales.”\u003c/p\u003e\n\u003cp\u003eSome early adopters of live shopping have \u003ca href=\"https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience\"\u003ereported\u003c/a\u003e conversion rates of up to 30%, which is 10 times higher than conventional commerce.\u003c/p\u003e\n\u003cp\u003eConsider combining live shopping with influencer marketing to extend your reach even further. Statista data shows that of those who frequently watch influencer livestreams, \u003ca href=\"https://www.statista.com/statistics/1261488/share-internet-users-watching-buying-from-livestream-influencers/\"\u003e70% are likely to buy\u003c/a\u003e the products recommended.\u003c/p\u003e\n\u003ch3\u003e8. Optimize for social search\u003c/h3\u003e\n\u003cp\u003eAccording to an \u003ca href=\"https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/\"\u003einternal study\u003c/a\u003e by Google, 40% of 18- to 24-year-olds now use social media as their primary search engine.\u003c/p\u003e\n\u003cp\u003eBrands that want to win in the social commerce space in 2023 must master the basics of social search optimization.\u003c/p\u003e\n\u003cp\u003eIt starts with your content strategy. Focus on creating relevant content that will resonate with your target audience. If the content is good, it’s much more likely to perform well.\u003c/p\u003e\n\u003cp\u003eFrom there, take notes from \u003ca href=\"https://www.facebook.com/beardandblade/?ref=page_internal\"\u003eBeard \u0026amp; Blade\u003c/a\u003e by nailing down your SEO fundamentals:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eOptimize your social media profiles\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake it easy to navigate\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eWrite a clear and compelling bio\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInclude an on-brand profile photo\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGeotag your posts\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake sure your location is accessible for local search\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eUse alt text on your creative assets\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThese simple steps can help ensure your social commerce content is more discoverable and engaging.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/12ad8a01761541639d655b2f4bf3286a.png\" am=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e9. Cultivate trust.\u003c/h3\u003e\n\u003cp\u003eAn Accenture \u003ca href=\"https://www.accenture.com/us-en/insights/software-platforms/social-commerce-experience\"\u003esurvey\u003c/a\u003e of 10,000 customers reveals that a lack of trust is a top concern for social commerce buyers. Shoppers are worried that their purchases won’t be protected or refunded. They’re also concerned about the quality and authenticity of products sold via social commerce channels and fear sharing their financial data with social networks.\u003c/p\u003e\n\u003cp\u003e“Customers have lots of choices. And trust is an important part of that choice,” explains Dutta Satadip, Chief Customer Officer at \u003ca href=\"https://www.activecampaign.com/\"\u003eActiveCampaign\u003c/a\u003e. “To get that trust, people are not only using the overall branding and what the influencers are saying, but they’re going and looking at reviews, talking to other people, and then figuring out if it’s the right choice for them.”\u003c/p\u003e\n\u003cp\u003eBrands looking to establish trust as a part of their social commerce strategy should focus on the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eReliable fulfillment\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ePurchase protection\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eHassle-free refunds and returns\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e10. Make purchasing easy\u003c/h3\u003e\n\u003cp\u003eSocial commerce makes it easy to move customers from product discovery to purchase without leaving the apps they know and love. The more convenient you make it, the less cart abandonment you’ll experience.\u003c/p\u003e\n\u003ch3\u003e11. Invest in social checkout\u003c/h3\u003e\n\u003cp\u003eToday, many enterprise brands still look at their website as the place where commerce happens. But connecting with customers on social media and then trying to shuffle them over to your online store to complete a purchase creates friction that will lead to cart abandonment.\u003c/p\u003e\n\u003cp\u003eLeverage native checkout features that allow shoppers to buy from right inside the social media platform.\u003c/p\u003e\n\u003ch3\u003e12. Lean on bots to close more sales\u003c/h3\u003e\n\u003cp\u003eAutomated social shopping bots can add conversational prompts that help move your followers through the customer journey. They also allow you to close sales 24/7 while reducing cart abandonment.\u003c/p\u003e\n\u003cp\u003eThat said, Hughes cautions against relying too heavily on AI to help execute your social commerce strategy. “People don’t come to social to read brochures,” he says. “Social media is about being social.” It’s an excellent opportunity to create a dialogue between your brand and your consumers.\u003c/p\u003e\n\u003cp\u003ePeople follow you on social media because you’re educating or entertaining them. They’re coming to you because they feel a connection. “I think that what happens with AI is we actually break the connection,” says Hughes.\u003c/p\u003e\n\u003cp\u003eBrands must find a balance between leveraging bots to increase conversions, while finding other ways to maintain their connection to consumers.\u003c/p\u003e\n\u003ch3\u003e13. Create seamless, shorter paths to purchase\u003c/h3\u003e\n\u003cp\u003eWhen it comes to ecommerce, convenience is king. So aim to craft an end-to-end purchase process across all key channels with as few steps as possible.\u003c/p\u003e\n\u003cp\u003eYou’ll need a seamless, omnichannel social commerce approach that integrates your online and in-store experiences to connect with and convert social media browsers into customers. And it must be informed by your customer data and insights.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eIntegrate your ecommerce provider with social commerce platforms\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003e“This is a no-brainer,” says Volodymyr Shchegel, VP of Engineering at \u003ca href=\"https://clario.co\"\u003eClario\u003c/a\u003e. “This allows you to make ads and shoppable posts that reflect your branding and will generate leads to your ecommerce website. While networks like Facebook have a native shopping platform, you’ll want the privacy, flexibility, and multichannel support of an independent ecommerce platform.”\u003c/p\u003e\n\u003cp\u003eRemove friction and create a more seamless customer experience by integrating your ecommerce and social commerce platforms. This ensures that your inventory is always accurate, your product catalog is up to date, and you’re promoting the right products at the right time.\u003c/p\u003e\n\u003ch3\u003e14. Put customers first\u003c/h3\u003e\n\u003cp\u003eSocial commerce is inherently tied to making shopping more convenient for new and existing customers. Focus less on the needs of your brand and more on the needs of the customer, and you’ll go far.\u003c/p\u003e\n\u003ch3\u003e15. Respond to support questions\u003c/h3\u003e\n\u003cp\u003eA Sprout Social \u003ca href=\"https://media.sproutsocial.com/uploads/2021/11/Three-Things-Brands-Get-Wrong-With-Social-Commerce.pdf\"\u003esurvey\u003c/a\u003e finds that brands’ biggest mistake with social commerce is failing to respond to customer questions or comments.\u003c/p\u003e\n\u003cp\u003e“Unanswered questions, complaints, or praise in the comments or on your page are taken more personally than on platforms like Yelp or Google Reviews,” says Gates Little, President and CEO at \u003ca href=\"https://altline.sobanco.com\"\u003ealtLINE Sobanco\u003c/a\u003e. “Social media implies closeness and access that is personal to the customer, and neglecting them has a strong impact.”\u003c/p\u003e\n\u003cp\u003eHowever, generating interest from your social commerce efforts is only the beginning. Next, you need to nurture that interest. Failing to do so means missing out on ecommerce sales opportunities.\u003c/p\u003e\n\u003cp\u003eActively monitor the comments, and DMs received via social media, especially those related to ingredients, compatibility, shipping, etc., and respond proactively.\u003c/p\u003e\n\u003cp\u003eConsider incorporating a chatbot to answer simple questions when your staff is unavailable, but give customers the option to receive a callback if they’d prefer to speak to a representative.\u003c/p\u003e\n\u003ch3\u003e16. Focus on adding value\u003c/h3\u003e\n\u003cp\u003eWhile the goal of social commerce is ultimately to drive sales, social media is very different from other marketing channels.\u003c/p\u003e\n\u003cp\u003e“People are addicted to this notion that marketing is about interruption,” says Hughes. “I stand on top of a building and I shout, and the louder I can shout, the better it is. And what I shout is, ‘Buy my product, because it’s great.’ But the problem is that everybody does that.”\u003c/p\u003e\n\u003cp\u003eInstead, find ways to add value to social media users. For example, how can you entertain and educate them while also helping them understand how your product works, how it can benefit them, or how they can use it in their everyday lives?\u003c/p\u003e\n\u003cp\u003eAn influencer video showing how to use your product, combined with product tags, is an effective way to help your audience learn something while also nudging them toward making a purchase.\u003c/p\u003e\n\u003ch3\u003e17. Stay top of mind\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://newsroom.accenture.com/news/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds.htm\"\u003eAccenture reported\u003c/a\u003e that 63% of social buyers said they are more likely to buy from the same seller again. So by nurturing your social commerce customers, you have a much higher chance of repeat purchases. Here are three ways to stay top of mind with your social commerce customers:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eOffer coupons:\u003c/b\u003e \u003ca href=\"https://www.activecampaign.com/blog/social-media-impact-holiday-marketing-2022\"\u003eData from ActiveCampaign\u003c/a\u003e shows that 42% of all consumers said they’d be willing to engage with a new brand on social media if discounts are offered. Custom, limited-time digital coupon codes offered across social platforms can help entice shoppers to make their first purchase with you and help you generate leads for future marketing efforts.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003ePush your loyalty program:\u003c/b\u003e Once customers have made a purchase, offer them a chance to join your loyalty program. Loyalty programs can further customer connections by offering insider deals, discounts, and special incentives for repeat customers.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eEncourage customer reviews:\u003c/b\u003e Create an automated email asking customers to leave a review when they’ve made a purchase, with a link or a QR code that points them to where they can leave their review. You can even use incentives, such as coupon codes or limited-time discounts, to encourage customers to take the time to write a review.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/07060f5624df4d5cb5be2a4849d2dae5.png\"\u003e\n\u003cp\u003e\u003ci\u003eSource: Censuswide; Wunderman Thompson; magazine media; ID 1275069 / Publicis; TikTok for Business; WARC; Statista\u003c/i\u003e\u003c/p\u003e\n\u003cp\u003e“Developing the perfect deal or exclusive discount can significantly increase your sales volume and social commerce conversions for specific products or at a particular time of year, such as the \u003ca href=\"https://www.shopify.com/ca/enterprise/holiday-shopping-online\"\u003eholiday season\u003c/a\u003e,” says Zach Goldstein, CEO and founder of \u003ca href=\"http://publicrec.com\"\u003ePublic Rec\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThis could look like using buy-one-get-one or half-off deals for returning online shoppers or discounts on a new shopper’s first three purchases through your social shop.\u003c/p\u003e\n\u003cp\u003eEcommerce businesses can also use a referral program to encourage shoppers to share a link to your social storefront for discounts. Experiment and see what sticks. Once you master social commerce, you can expand your brand reach to a broader audience.\u003c/p\u003e\n\u003ch3\u003e18. Leverage data\u003c/h3\u003e\n\u003cp\u003eMost social media channels provide analytics. Be sure to use those insights to help inform and iterate on your social commerce strategy. Ultimately, data should guide the design and functionality of your social commerce storefronts.\u003c/p\u003e\n\u003cp\u003eLook at user engagement, your posts’ performance, and your audience’s demographic breakdown.\u003c/p\u003e\n\u003cp\u003eSome platforms will show you deeper social commerce insights, such as the number of times a user tapped on a product tag and the number of people who visited your product page from a post.\u003c/p\u003e\n\u003cp\u003eTurn analytics into actionable insights by figuring out your top-performing posts and doubling down on that type of content. Also, look at posts that could have performed better and consider small changes you can make to future posts to increase engagement throughout the buying process.\u003c/p\u003e\n\u003cdiv id=\"faq-section\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003eSocial commerce strategy FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003e\u003cb\u003eWhat is a social commerce strategy?\u003c/b\u003e\u003c/h3\u003e\n\u003cp class=\"WTF-4\"\u003eA social commerce strategy is an approach to using social media platforms for buying and selling products or services.\u003c/p\u003e\n\u003cp class=\"WTF-4\"\u003eAn extension of your overall marketing strategy, your social commerce strategy dictates how you will execute and measure your social commerce presence and campaigns.\u003c/p\u003e\n\u003cp class=\"WTF-4\"\u003eThis includes, but is not limited to, deciding which platforms you’ll sell on, what products you’ll promote and include in your social shops, and how you’ll leverage other channels, such as paid advertising, to support your social commerce goals.\u003c/p\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003e\u003cb\u003eWhy do I need a social commerce strategy?\u003c/b\u003e\u003c/h3\u003e\n\u003cp class=\"WTF-4\"\u003eSocial media is the \u003ca href=\"https://www.statista.com/statistics/1254678/share-social-buyers-united-states-age-group/\"\u003epreferred shopping channel for millennials and Gen Z\u003c/a\u003e. In fact, 55% of US internet users in this demographic group made an in-app purchase on social media in 2021. So brands that want to reach this audience must show up and be active where they hang out.\u003c/p\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003e\u003cb\u003eWhat are the benefits of a social commerce strategy?\u003c/b\u003e\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eIncreased brand awareness and product discovery\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eExpanded reach\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eImproved conversion rates\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eA more personalized shopping experience\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eThe ability to assess engagement and conversions to inform future campaign\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Taking a look at nine social commerce strategies that can improve your social selling efforts.","excerptHtml":"\u003cp\u003eTaking a look at nine social commerce strategies that can improve your social selling efforts.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Michael Keenan"},"metafields":[{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756873784","handle":"tamara-franklin","field":{"__typename":"MetaobjectField","value":"Tamara Franklin"}}}]},"value":[{"name":"Tamara Franklin","slug":"tamara-franklin"}],"key":"authors"},null],"imageUrl":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/3KlKebLyt8lx5sAAdY633R_62fb4ff3-b654-4690-af01-ac0fa23c6255.png?v=1719388559","imageAltText":"ShopifyPlus SocialCommerce 3840x2160","imageClass":"","topicHandle":"unified-commerce","modifiedAt":"21 Dec 2022","modifiedAtRaw":"2022-12-21T00:00:00.000-05:00"},"blogs":{"data":{"blog":{"__typename":"Blog","id":"gid://shopify/Blog/104722923576","title":"articles","articles":{"__typename":"ArticleConnection","edges":[{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NTI0NTcwMTYsImxhc3RfdmFsdWUiOjU1ODY1MjQ1NzAxNn0=","node":{"__typename":"Article","id":"gid://shopify/Article/558652457016","handle":"headless-commerce","title":"What Is Headless Commerce: A Complete Guide for 2024","publishedAt":"2024-04-12T18:22:35Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/UoQOxcRBYnAV2Qb6fqNU8_6f41b190-fa69-48e0-b649-e25b89881ab9.jpg?v=1719388917","altText":"headless","width":3840,"height":2160},"tags":["author:rich-moy","locale:en","popular","topic:headless-commerce"],"contentHtml":"\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/benefits-of-headless-commerce#:~:text=Headless%20commerce%20allows%20for%20more%20scalable%20systems%2C%20as%20changes%20to,disrupting%20their%20core%20commerce%20operations.\"\u003eHeadless commerce\u003c/a\u003e is one of the fastest rising trends in ecommerce. Its biggest advocates cite several reasons for implementing a headless architecture, such as dramatic improvements in site performance and unparalleled agility to make changes on the fly. On the surface, it seems like a no-brainer to go headless, right?\u003c/p\u003e\n\u003cp\u003eHeadless commerce \u003ci\u003ecan\u003c/i\u003e give brands full creative freedom while also allowing developers to build bespoke ecommerce experiences with the technologies they prefer. But implementing a \u003ca href=\"https://www.shopify.com/enterprise/headless-architecture\"\u003eheadless architecture\u003c/a\u003e isn’t nearly as easy as it’s often advertised—and there are plenty of reasons why going headless isn’t right for \u003ci\u003eevery\u003c/i\u003e merchant. \u003c/p\u003e\n\u003cp\u003eBefore you leap head-first into headless, let’s make sure that you have a deep understanding of what it means to go headless. We’ll also walk you through how to unlock the potential of a headless architecture, and how Shopify has helped thousands of brands do so.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTable of Contents\u003c/b\u003e\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#whatisheadless\"\u003eWhat is headless commerce?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#headlessbenefits\"\u003e3 headless commerce benefits\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#headlessecommerce\"\u003eIs headless commerce a fit for your business?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#headlessshopify\"\u003eGoing headless with Shopify\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#goheadless\"\u003eReady to go headless?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"whatisheadless\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eWhat is headless commerce?\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eHeadless commerce is an ecommerce model where the front-end presentation layer is separated from the back-end functionality. This allows for flexibility in content delivery across various platforms like websites, apps, kiosks, and IoT devices.\u003c/p\u003e\n\u003cp\u003eBrands love this architecture because it unlocks the creative freedom to build unique storefront experiences that are typically not possible on monolithic platforms. Developers are eager to go headless because it offers a unique level of development control and gives them the freedom to leverage \u003ca href=\"https://www.shopify.com/commerce-components\"\u003ecomposable tech stacks\u003c/a\u003e with their choice of best-of-breed commerce tools. \u003c/p\u003e\n\u003cp\u003eGoing headless enables you to create multiple front-end experiences for different customer touch points. Your web, mobile, voice, and \u003ca href=\"https://www.shopify.com/pos\"\u003epoint of sale (POS)\u003c/a\u003e front-ends can talk to a single backend system via the API layer, which allows emerging brands to be truly omnichannel and rapidly expand internationally.\u003c/p\u003e\n\u003cp\u003eOn the back end, you can use loosely coupled, fine-grained services to meet your brand’s complex operational needs. Since your \u003ca href=\"/enterprise/blog/enterprise-tech-stack\"\u003etech stack\u003c/a\u003e is composable, you can implement your preferred CMS, CRM, or DXP on a plug-and-play level. There’s also no vendor lock-in, which allows you to swap out these best-of-breed services whenever your business needs change. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eSell where no checkout has gone before\u003c/p\u003e\n\u003cp\u003eCreate flexible shopping experiences on virtually any device or platform. Find out how in our guide.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/plus/guides/headless-commerce-guide?itcat=enterprise\u0026amp;itterm=blog%20post-24q3_baubacbcaam#download\"\u003eGet the guide\u003c/a\u003e\n\u003c/div\u003e\n\u003cdiv id=\"headlessbenefits\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e3\u003cb\u003e headless commerce benefits \u003c/b\u003e\n\u003c/h2\u003e\n\u003cp\u003eThe biggest benefit to headless commerce is that it’s flexible and assumes commerce will rapidly evolve and positions you to be wherever commerce and new technologies lead. But there are several other reasons why emerging businesses look to go headless.\u003c/p\u003e\n\u003cp\u003eHere are three key headless commerce benefits:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp\u003eFull creative control \u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eImproved site performance\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIntegrate with your preferred tools and services\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3\u003e\u003cb\u003e1. Full creative control\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eGoing headless allows creating the exact look and feel your brand envisions, without limitations. But it's typically not where most brands start their ecommerce journey. \u003c/p\u003e\n\u003cp\u003eA monolithic system where the presentation layer (so-called themes or templates) is strictly defined and connected to the back-office, which makes it an ideal place to quickly build an online store and get your products to market. As your brand grows its digital identity, your storefront increasingly requires customizations to achieve more dynamic and personalized experiences. Advanced theme or template solutions can achieve certain levels of customization. For example, \u003ca href=\"https://www.shopify.com/partners/blog/shopify-online-store\"\u003eShopify's Online Store 2.0\u003c/a\u003e offers a set of developer tools that open up massive opportunities to break the template mold and create a tailored, unique experience.\u003c/p\u003e\n\u003cp\u003eHeadless commerce trumps when a tightly coupled architecture starts presenting trade-offs in choosing best-of-breed tools to accomplish bespoke experiences of any complexity level. Using headless commerce means there are no more design sacrifices—brands get to customize everything and anything they can imagine, with their tools of choice. \u003c/p\u003e\n\u003cp\u003eHeadless also allows you to instantly split test what you build so you can optimize \u003ca href=\"https://www.shopify.com/enterprise/ecommerce-customer-experience\"\u003ecustomer experience\u003c/a\u003e and your conversion rate.\u003c/p\u003e\n\u003cp\u003eSince the front-end experience is separate from the back end, it’s simpler and less risky to make changes to the front end knowing you won’t impact the site’s underlying back-end architecture. \u003c/p\u003e\n\u003cp\u003eFor example, Shopify merchant \u003ca href=\"https://www.eatofflimits.com/\"\u003eOfflimits Cereal\u003c/a\u003e used a headless solution to create a vending machine-like buying experience that led shoppers to a gamified checkout to make buying cereal fun.\u003c/p\u003e\n\u003ch3\u003e\u003cb\u003e2. Improved site performance\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eWhen a customer lands on your site, you have just a couple of seconds to ensure your page loads to keep their attention.\u003c/p\u003e\n\u003cp\u003eWebsiteBuilderExpert found that \u003ca href=\"https://www.websitebuilderexpert.com/building-websites/website-load-time-statistics/\"\u003eload speeds can make or break a website\u003c/a\u003e.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e64% of smartphone users expect pages to load in under four seconds\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e40% of consumers will wait no more than three seconds before abandoning a site\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e82% of consumers say slow page speeds impact their purchasing decisions\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eUsing a headless architecture makes it possible to create faster-loading pages across desktop and mobile devices. Improving your site speed can also impact your bottom line. The two-to-three second mark is the turning point where bounce rates skyrocket.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eThat means if a site makes $100,000 per day, a one-second improvement generates another $7,000 daily. And the opposite is true too.\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003eCustomers won’t learn to be patient with slow-loading pages, they’ll just bounce and check out a competitor instead. By using a headless architecture, brands can improve the customer experience and reduce the likelihood of customers losing interest as a result of slow page loading times. \u003c/p\u003e\n\u003ch3\u003e\u003cb\u003e3. Integrate with your preferred tools and services\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eExisting systems coded in different languages can prevent critical integrations, even ones that negatively impact the customer experience. Headless plays nice with everyone. \u003c/p\u003e\n\u003cp\u003eWith \u003ca href=\"https://help.shopify.com/en/api/reference/plus\"\u003epowerful APIs\u003c/a\u003e, headless lets you integrate all of your existing systems (\u003ca href=\"https://www.shopify.com/enterprise/what-is-erp\"\u003eERP\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/enterprise/pim-ecommerce\"\u003ePIM\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/enterprise/stock-management-complete-guide\"\u003eIMS\u003c/a\u003e, etc.) to build a shopping experience using the programming language of your choice. Not only can it protect you from shifts in technology, headless also gives you the power to move at your own pace and adapt as quickly as commerce itself.\u003c/p\u003e\n\u003cp\u003eHeadless commerce also allows developers to use composable tech stacks, which provides an unmatched level of flexibility. You can replace or drop components whenever you determine they no longer meet your needs. Modular integrations and best-of-breed applications allow developers to add or switch functionalities without impacting the entire platform.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"headlessecommerce\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eIs headless commerce a fit for your business?\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eIf your business is prospering with a traditional architecture, it may not be worth the financial and time resources to invest in headless. It all depends on what you’re trying to achieve.\u003c/p\u003e\n\u003cp\u003eBut if you want a more personalized and unique customer experience coupled with more flexible development, and you have the development resources to support a headless transformation, then headless may be right for you.\u003c/p\u003e\n\u003cp\u003eBrands starting to explore a headless architecture often see themselves in some of these scenarios: \u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eI already have an established infrastructure, and it’s not always easy to integrate another tool into our existing technology\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI feel we’re moving slower than competitors because I can’t simultaneously make front- and back-end adjustments\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI want my shopping experience to be fast for all shoppers, and to have more control over the elements that affect performance and site speed\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI want to reimagine a unique experience with a creative vision that goes beyond customizations my current theme or template allows. \u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI don’t have a native mobile app for iOS or Android, or my mobile shopping app isn’t as user-friendly as I’d like it to be\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI want to build a unique storefront ecommerce experience that isn’t possible with my current platform (e.g., smart mirrors, wearable tech, vending machines, etc.)\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e\u003cb\u003eConsider your costs\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eAs you decide how to go headless, consider costs and time. The pricing for an enterprise headless project could cost anywhere from hundreds of thousands to millions upfront, plus annual maintenance costs, depending on the functionality, supporting tools, and level of customization.\u003c/p\u003e\n\u003cp\u003eOther channels built on a headless platform (like a mobile app, audio stream, or video game integration) may cost as low as $99 a month if you use an app to build your custom storefront.\u003c/p\u003e\n\u003cp\u003eAt the end of the day, the cost of headless varies depending on the complexity of your build. Building and implementation are just one set of costs. Don’t forget to scope out fees paid to external agencies, or monthly costs such as subscriptions to a headless CMS platform or hosting fees to a cloud provider. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"headlessshopify\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eGoing headless with Shopify\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eShopify has supported thousands of businesses that sought to replatform to a headless architecture. Developers and merchants leverage Shopify’s full suite of headless development tools to build best-in-class custom experiences in less time with lower costs. Shopify’s headless solutions offer merchants and developers the freedom to choose the right tools for the job and extend store capabilities with a composable stack of technologies.\u003c/p\u003e\n\u003cp\u003eShopify’s headless solutions consist of the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eStorefront API\u003c/b\u003e, Shopify’s headless API layer\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eHydrogen and Oxygen\u003c/b\u003e, Shopify’s official development stack for headless commerce\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eLet’s take a closer look at how each enables emerging businesses of all sizes to move towards a headless architecture.\u003c/p\u003e\n\u003ch3\u003e\u003cb\u003eStorefront API\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://shopify.dev/docs/custom-storefronts/building-with-the-storefront-api/\"\u003eStorefront API\u003c/a\u003e is the foundation of our headless platform. It provides access to the full breadth of \u003cb\u003eShopify’s commerce capabilities that are critical to any buyer-facing experiences\u003c/b\u003e, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eOptimized cart\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eProduct and collection pages\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSearch and recommendations\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eContextual pricing (e.g. optimized cart)\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSubscriptions and other B2B functionalities\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eStorefront API is agnostic to any frameworks, devices, and service platforms. This gives developers the freedom to use the tools they already use and love, while simultaneously experimenting with new technologies. Developers can build with any development framework such as \u003ca href=\"https://nextjs.org/\"\u003eNext.js\u003c/a\u003e, \u003ca href=\"https://www.gatsbyjs.com/solutions/shopify/\"\u003eGatsby\u003c/a\u003e, and \u003ca href=\"https://astro.build/themes/details/astro-shopify/\"\u003eAstro\u003c/a\u003e, deploy to their favorite hosting service, and hook into any third-party systems that have an API. \u003c/p\u003e\n\u003cp\u003eOnline clothing retailer \u003ca href=\"https://kotn.com/\"\u003eKotn\u003c/a\u003e used Shopify’s Storefront API and Next.js to consolidate two stores into one, with a new CMS, custom product pages, and checkout. \u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003eShopify covers 80% of our needs, and I think that’s common across all merchants. It’s that next 20% where headless comes in and where we really spend our time. What we’re trying to do is let Shopify handle the stuff they do so well, and we can focus on what makes us unique. That’s where we’ve really gone with our thinking around being headless.\u003c/p\u003e\n\u003c/blockquote\u003e\n\u003cp\u003e— Benjamin Sehl, Co-founder of Kotn\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eRead the \u003c/b\u003e\u003ca href=\"https://www.shopify.com/plus/customers/kotn\"\u003e\u003cb\u003eKotn case study\u003c/b\u003e\u003c/a\u003e\u003cb\u003e here.\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003eStorefront API delivers lightning-fast buyer experiences across devices, channels, locations, and empowers the biggest sales events with zero throttles. It’s also entirely deployed to the edge and serves all legitimate requests from both private and public clients without rate limit.\u003c/p\u003e\n\u003cp\u003eIn many instances, developers want a more opinionated tech stack to fast-track development and get to market faster—and that’s where Hydrogen and Oxygen comes into the picture.\u003c/p\u003e\n\u003ch3\u003e\u003cb\u003eHydrogen and Oxygen\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eShopify’s official development stack consists of \u003ca href=\"https://hydrogen.shopify.dev/\"\u003eHydrogen and Oxygen\u003c/a\u003e, a combination of tools that provides a clear path for building dynamic and performant headless commerce sites on Shopify that can scale infinitely. \u003c/p\u003e\n\u003cp\u003eHydrogen is built on top of the React-based \u003ca href=\"https://shopify.engineering/remix-joins-shopify\"\u003eRemix framework\u003c/a\u003e and harnesses its ease of use, high-quality web development standards, and performance advancements like Optimistic UI, Nested Routes, and Progressive Enhancement. Although \u003ca href=\"https://shopify.dev/docs/custom-storefronts/hydrogen\"\u003eHydrogen’s development stack\u003c/a\u003e is opinionated, it’s also modular and provides commerce-optimized components, hooks, and utilities pre-configured for Shopify’s APIs. Each piece of the stack is optimized to work best together so you can build fast without compromises on performance and maintainability, while providing the \u003ca href=\"https://github.com/Shopify/awesome-hydrogen#apps--integrations\"\u003efreedom to integrate\u003c/a\u003e with the tools and services you already use.\u003c/p\u003e\n\u003cp\u003eWhile Hydrogen stores can be hosted by any cloud hosting providers, the easiest and fastest way to deploy Hydrogen stores is \u003ca href=\"https://shopify.dev/docs/custom-storefronts/oxygen\"\u003eOxygen\u003c/a\u003e, Shopify’s globally-distributed hosting solution. Oxygen is rendered at the edge with 285+ points of presence around the world, offering development teams full deployment control. It’s also included in any Shopify plans at no extra cost and guarantees peak performance and uptime across the globe, while keeping costs down for businesses. \u003c/p\u003e\n\u003cp\u003eRecently, \u003ca href=\"https://pattaxtommy.com/\"\u003ePatta and Tommy Hilfiger \u003c/a\u003eleveraged Hydrogen and Oxygen to build an immersive storefront that promoted their newest collaboration. It featured a memorable 90s hip-hop culture infused ecommerce experience, all of which was launched in just 14 days.\u003c/p\u003e\n\u003cp\u003eThis is just one example of how iconic brands around the world are going headless with Hydrogen and Oxygen. \u003ca href=\"https://hydrogen.shopify.dev/case-studies/\"\u003e\u003cb\u003eSee more examples here.\u003c/b\u003e\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"goheadless\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eReady to go headless?\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eWhether you’re a seasoned business with established infrastructure or still building out your enterprise architecture, if you’re checking several of the boxes above, a \u003ca href=\"https://www.shopify.com/enterprise/headless-commerce-half-helix\"\u003eheadless commerce\u003c/a\u003e approach might be right for you.\u003c/p\u003e\n\u003cp\u003eLikewise, if your business operations are becoming more complex and you want to differentiate by competing on experience rather than price, you may indeed have a headless future. \u003c/p\u003e\n\u003caside class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\"\u003e\n\u003cp class=\"heading--4\"\u003eUnlock total creative control with headless commerce and Shopify\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/plus/solutions/headless-commerce\" rel=\"nofollow\" target=\"_blank\"\u003eLearn how \u003c/a\u003e\u003c/aside\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2\u003eHeadless ecommerce FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat is a headless approach?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eA headless approach involves separating the front end and back end of your ecommerce website to allow for rapid development and customization on each end. It is different from a full-stack approach, which calls for the front end and back end to be developed in tandem, leaving less room for expedited changes.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eIs Shopify a headless CMS?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eShopify is a headless ecommerce platform. Merchants can use third-party applications to build the front-end presentation layer and pull data from Shopify via the GraphQL Storefront API. The API also lets you design and implement your own checkout flow, as well as build a cart that unlocks features like estimated totals with taxes, duties, and discounts.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow do I get started with headless commerce?\u003c/h3\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eDecide whether you want to keep or switch your commerce platform.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eChoose a headless CMS.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eSync your CMS and APIs.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eConsider costs and time.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow does headless commerce work?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eHeadless commerce is an ecommerce architecture that decouples the front-end experience from the back-end operations. Headless commerce is typically referred to as “API-first” because the front and back-end communicate to each other through an API layer.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003c/div\u003e","excerpt":"Headless commerce separates front-end customer experiences from the back end of your ecommerce site. Here’s how to decide if it’s for you.","excerptHtml":"\u003cp\u003eHeadless commerce separates front-end customer experiences from the back end of your ecommerce site. Here’s how to decide if it’s for you.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-08-29T00:00:00.000-04:00","key":"published_date"},null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7757594680","handle":"rich-moy","field":{"__typename":"MetaobjectField","value":"Rich Moy"}}}]},"value":"[\"gid://shopify/Metaobject/7757594680\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"Direct-to-Consumer Business Model in CPG: How-To Guide for Brand Managers\",\"url\":\"enterprise/blog/direct-to-consumer-business-model-cpg\"},{\"title\":\"Choosing Between Headless Commerce vs Traditional Commerce\",\"url\":\"enterprise/blog/headless-commerce-vs-traditional-commerce\"},{\"title\":\"The Fast and Fun Future of Headless Ecommerce: How Half Helix Used Hydrogen to Rebuild Shopify Supply\",\"url\":\"enterprise/blog/headless-commerce-half-helix\"},{\"title\":\"The Top 6 Benefits of Headless Commerce\",\"url\":\"enterprise/blog/benefits-of-headless-commerce\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NTA5NDk2ODgsImxhc3RfdmFsdWUiOjU1ODY1MDk0OTY4OH0=","node":{"__typename":"Article","id":"gid://shopify/Article/558650949688","handle":"how-to-increase-conversion-rate","title":"How To Increase Conversion Rate: 14 Tactics for 2024","publishedAt":"2024-04-12T18:21:12Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/7A2Uw6xA9xIKvUvZkrS8Un_50d6721c-0662-4472-a035-4a5642c5abe4.jpg?v=1712946073","altText":"How to increase conversion rate","width":3840,"height":2160},"tags":["author:lizzie-davey","locale:en","popular","topic:tips-and-strategies"],"contentHtml":"\u003cp\u003eYou can improve your online sales by focusing on two key factors: increasing your website traffic and boosting your conversion rate. While many marketers prioritize website visitors (through \u003ca href=\"https://www.shopify.com/blog/social-media-marketing-strategy\"\u003e\u003cu\u003esocial media\u003c/u\u003e\u003c/a\u003e or \u003ca href=\"https://www.shopify.com/blog/email-marketing\"\u003e\u003cu\u003eemail marketing\u003c/u\u003e\u003c/a\u003e campaigns), the most effective way to drive sales is to grow your \u003ca href=\"/blog/ecommerce-conversion-rate\"\u003eaverage conversion rate\u003c/a\u003e, which is the percentage of visitors that convert.\u003c/p\u003e\u003cp\u003eBoosting your website’s conversion rate can generate more sales from the same amount of traffic and lead to a \u003ca href=\"https://www.shopify.com/blog/what-is-return-on-investment\"\u003e\u003cu\u003ehigher return on investment (ROI)\u003c/u\u003e\u003c/a\u003e. By streamlining user journeys toward conversion you can also build a better experience for your visitors.\u003c/p\u003e\u003cp\u003eThe \u003ca href=\"https://www.shopify.com/blog/ecommerce-conversion-rate#:~:text=Average%20ecommerce%20conversion%20rates%20are,this%20with%20conversion%20rate%20tactics.\"\u003e\u003cu\u003eaverage conversion rate is 2.5% to 3%\u003c/u\u003e\u003c/a\u003e, but varies depending on the industry. Even if you fall into that range, there can be room for improvement. The more you increase conversion rate, the more revenue you bring in. \n\nThink of the process of increasing conversions as blending the scientific and creative sides of \u003ca href=\"http://shopify.com/blog/digital-marketing\"\u003e\u003cu\u003edigital marketing\u003c/u\u003e\u003c/a\u003e. The first step is to gather data—the scientific part. The second step is to use this information to generate ideas for improvement—the creative part. The goal is to create a seamless experience for your potential customers.\u003c/p\u003e\u003cp\u003eAhead, learn the best ways to gather information about your ecommerce site experience and how this can help you increase your conversion rate.\u003c/p\u003e\u003ch2\u003e14 proven methods to increase your website conversion rate\u003c/h2\u003e\u003col\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#1\"\u003eTalk to your customers\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#2\"\u003eDefine your website’s goals\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#3\"\u003eAnalyze your website’s data\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#4\"\u003eReview your site’s friction points\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#5\"\u003eTest and enhance your value proposition\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#5\"\u003eAudit your technical setup\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#7\"\u003eAdd social proof with reviews and testimonials\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#8\"\u003eMake it easy for customers to find what they’re looking for\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#9\"\u003eAdd a live chat element\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#10\"\u003eA/B test the buying journey\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#11\"\u003eSend abandoned cart emails \u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#12\"\u003eShorten checkout form fields\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#13\"\u003eOffer an incentive\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#14\"\u003eHave a reassuring returns policy\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003c/ol\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"1\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e1. Talk to your customers\u003c/h2\u003e\u003cp\u003eMany marketers assume that increasing conversions starts with quantitative data. However, some of the best insight comes from speaking directly with your customers.\u003c/p\u003e\u003cp\u003eYou can conduct formal customer interviews by asking your customers questions such as:\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003eWhy did you buy this product?\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eWhat was the most important feature?\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eDid you have any hesitations or issues when buying?\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003eYou can also obtain insights from customers and other site visitors by implementing and reviewing \u003ca href=\"https://www.shopify.com/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003e\u003cu\u003eon-site surveys\u003c/u\u003e\u003c/a\u003e or \u003ca href=\"https://www.shopify.com/blog/live-chat-customer-service\"\u003e\u003cu\u003echat tools\u003c/u\u003e\u003c/a\u003e. These tend to provide:\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eQuestions about your product that your site may not answer.\u003c/b\u003e For example, if you sell a food product, visitors may wonder if they need to refrigerate it, which your product or FAQ page should clarify.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eInsight about your value proposition.\u003c/b\u003e You might learn, for example, that while your website focuses on your product’s health benefits, your customers are buying it because it’s cheaper than your competitors, which can inform your copywriting.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"2\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e2. Define your website’s goals \u003c/h2\u003e\u003cp\u003eIt’s difficult to know if your conversion rate is improving if you don’t track and measure your success. Start by deciding what you want people to do on your site and what counts as a conversion. For example, you might decide that a conversion is when someone buys something or when someone signs up for your newsletter. \u003c/p\u003e\u003cp\u003eBe realistic with your goals. Check how many conversions you got over the past month, three months, and six months to get an idea of past performance, but don’t be afraid to push your goals. Once you’ve decided on your goals, regularly assess how you’re doing against them through your measurement of site analytics. \u003c/p\u003e\u003cp\u003eHere are some example goals you might use to increase conversion rate:\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003eIncrease website conversions by 10% in six months\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eIncrease conversion rate from 1.5% to 2% by the end of Q4 \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eGenerate 500 more conversions a month\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"3\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e3. Analyze your website’s data\u003c/h2\u003e\u003cp\u003eConcrete data can provide user behavior insights and allow you to make informed decisions without selection or memory bias. A customer might say they like a \u003ca href=\"https://www.shopify.com/blog/product-page-increase-conversions\"\u003e\u003cu\u003eproduct page’s\u003c/u\u003e\u003c/a\u003e design, but if the data indicates that a different product page drove 20% more conversions, you can confirm that one page performs better than the other, despite the customer’s feedback.\u003c/p\u003e\u003cp\u003eThe most important data point is your conversion rate (i.e., the percentage of visitors who convert). The best way to gain insight from your conversion rate is to segment and compare by page and by traffic channel. Many analytics tools can produce this data, but one of the most popular is \u003ca href=\"https://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide\"\u003e\u003cu\u003eGoogle Analytics\u003c/u\u003e\u003c/a\u003e. Here are two ways to segment and compare your data:\u003c/p\u003e\u003ch3\u003ePages\u003c/h3\u003e\u003cp\u003eSegmenting data by page helps reveal which ones perform best. That information can lead you to theorize about why they perform better. Analyzing user behavior can help you establish the stages of an ecommerce \u003ca href=\"https://www.shopify.com/enterprise/conversion-funnel-analysis\"\u003econversion funnel\u003c/a\u003e. By examining factors such as whether users are more likely to convert after visiting a collection or a product page, you can learn how to structure your site’s navigation to guide them.\u003c/p\u003e\u003ch3\u003eTraffic channels\u003c/h3\u003e\u003cp\u003eTraffic channels help you understand what type of web traffic is most likely to convert. For example, you might find that your Google Ads convert more than your Instagram Ads. Although you may have to dig deeper to see if the ad platforms are sending visitors to the same \u003ca href=\"https://shopify.com/blog/landing-page-design\"\u003e\u003cu\u003elanding pages\u003c/u\u003e\u003c/a\u003e, this data can inform your overall traffic strategy, boosting conversions by sending you more high-quality traffic.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"4\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e4. Review your site’s friction points\u003c/h2\u003e\u003cp\u003eEvery website has key friction points that aren’t as smooth as they could be for visitors. You can measure whether your site has a seamless experience. Here are a few ways to quantify it:\u003c/p\u003e\u003ch3\u003eMeasure which FAQ are viewed most on your website\u003c/h3\u003e\u003cp\u003eFrequently asked questions (FAQ) are an essential component of many websites, mainly for research-oriented visitors. However, they can sometimes be overwhelming and dense, making them less effective in supporting an ideal conversion journey. A \u003ca href=\"https://www.shopify.com/blog/120928069-how-to-create-faq-page\"\u003e\u003cu\u003efrequently asked question\u003c/u\u003e\u003c/a\u003e can be an opportunity to integrate the answer or solution into the core site experience. You can track FAQ interaction with apps like \u003ca href=\"https://apps.shopify.com/faqs-plus\"\u003e\u003cu\u003eHelpLab\u003c/u\u003e\u003c/a\u003e.\u003c/p\u003e\u003ch3\u003eReview scroll depth and heat map reports\u003c/h3\u003e\u003cp\u003eScroll depth and heat map reports tell you exactly where users are dropping off on the page. If you find that the heat (the relative number of people viewing a part of your page) falls off at a specific section, it likely has high friction. \u003ca href=\"https://heatmap.com/\"\u003e\u003cu\u003eHeatmap.com\u003c/u\u003e\u003c/a\u003e provides a free ecommerce-focused option for both these reports.\u003c/p\u003e\u003ch3\u003eReview purchase funnel drop offs\u003c/h3\u003e\u003cp\u003eBy comparing your funnel’s stage-by-stage drop-off performance to benchmarks like \u003ca href=\"https://lp.littledata.io/average/add-to-cart-rate\"\u003e\u003cu\u003ethose provided by Littledata\u003c/u\u003e\u003c/a\u003e, you can see where your conversion funnel may have extra friction. One of the most common friction points is the payment info page, where visitors tend to ask themselves if the purchase is worth it. This is an excellent opportunity to add \u003ca href=\"https://www.shopify.com/blog/social-proof\"\u003e\u003cu\u003esocial proof\u003c/u\u003e\u003c/a\u003e, such as a testimonial or a money-back guarantee.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"5\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e5. Test and enhance your value proposition\u003c/h2\u003e\u003cp\u003eA website’s value proposition is one of its most important drivers of conversions. If your audience is genuinely interested in your product’s value, they may be more tolerant of technical issues or friction.\u003c/p\u003e\u003cp\u003eConducting an \u003ca href=\"https://www.shopify.com/blog/the-complete-guide-to-ab-testing\"\u003e\u003cu\u003eA/B test\u003c/u\u003e\u003c/a\u003e is the best way to understand if you can improve your value proposition. If you’re running digital advertising campaigns, you can test different versions of your taglines in your ad copy, and then use the winning version on your site. You can also use tools like Google Optimize to test copy changes directly on your site to see which version drives more conversions.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"6\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e6. Audit your technical setup\u003c/h2\u003e\u003cp\u003eFaulty technical setups can hold back website conversion rates. Common issues include slow page loading times (also known as \u003ca href=\"https://www.shopify.com/blog/shopify-site-speed\"\u003e\u003cu\u003esite speed\u003c/u\u003e\u003c/a\u003e), poor mobile optimization, and broken links. \u003c/p\u003e\u003cp\u003eThe good news is that these elements are easily testable using various tools. GTMetrix provides actionable page speed reviews for ecommerce sites. Google offers a free \u003ca href=\"https://search.google.com/test/mobile-friendly\"\u003e\u003cu\u003ecompatibility test\u003c/u\u003e\u003c/a\u003e for your mobile site, and Screaming Frog can check your pages for broken links. \u003c/p\u003e\u003cp\u003eCapitalizing on these types of analyses can increase your conversions. To take it further, you can A/B test your ideas to prove they work.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"7\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e7. Add social proof with reviews and testimonials\u003c/h2\u003e\u003cp\u003eAlmost half of surveyed consumers \u003ca href=\"https://www.brightlocal.com/research/local-consumer-review-survey/\"\u003e\u003cu\u003etrust customer reviews\u003c/u\u003e\u003c/a\u003e just as much as they trust a recommendation from a friend. Seeing that someone else had a good experience with your brand can give on-the-fence shoppers the nudge they need to purchase and provide reassurance to first-time buyers who are weighing up their options. \u003c/p\u003e\u003cp\u003eHere are some ways you can add reviews to your site: \u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eProduct-relevant reviews: \u003c/b\u003eAdd a selection of relevant reviews to each product page, making sure the reviews are about the exact product in question.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eVideo reviews:\u003c/b\u003e Encourage customers to share video reviews of your products for extra clout and to add an additional layer of trust.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eReviews page:\u003c/b\u003e Create an entire page on your website dedicated to reviews.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/5flORLyCyvjFNBWWkInxE6.png\" alt=\"rhode\" loading=\"lazy\"\u003e\u003cfigcaption\u003eRhode skin care’s reviews page, including ratings, comments, and filtering options. \u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ci\u003eSkin care brand \u003c/i\u003e\u003ca href=\"https://www.rhodeskin.com/\"\u003e\u003ci\u003e\u003cu\u003eRhode\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e allows shoppers to filter reviews based on age, skin type, and product features. \u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"8\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e8. Make it easy for customers to find what they’re looking for\u003c/h2\u003e\u003cp\u003eShoppers don’t want to search for hours trying to find what they’re looking for, especially if they’re ready to buy. People who know the product they want to buy have a much higher purchase intent than those who are just browsing and they’ll often head to the search bar to find their desired products. In fact, \u003ca href=\"https://www.nosto.com/blog/searchresearch2023/\"\u003e\u003cu\u003e69% of shoppers\u003c/u\u003e\u003c/a\u003e go straight to the search bar and 80% will actually leave your site if they have a bad search experience. \u003c/p\u003e\u003cp\u003eAdding an easy-to-use search feature to your site can help shoppers find exactly what they’re looking for and boost conversion rates. You can experiment with rich features here, such as image-based search, recommended products, and suggestions when a search doesn’t have any relevant results.\u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/4lSE8jgRpRXxSvFKTLUZWM.png\" alt=\"open\" spaces loading=\"lazy\"\u003e\u003cfigcaption\u003eOpen Spaces’ search page includes product images, recommended searches, and search result listings. \u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003cb\u003e\u003ci\u003e\u003c/i\u003e\u003c/b\u003e\u003ca href=\"https://getopenspaces.com/\"\u003e\u003ci\u003e\u003cu\u003eOpen Spaces\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e includes images and recommended products in its search feature to enhance the experience.\u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"9\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e9. Add a live chat element\u003c/h2\u003e\u003cp\u003eEven the smallest bit of friction can throw a shopper off track. But implementing a real-person or automated live chat feature to answer in-the-moment questions can help. You can use the live chat feature to keep shoppers on your site, provide extra information, and direct them toward the products they want the most.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"10\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e10. A/B test the buying journey\u003c/h2\u003e\u003cp\u003eYou can A/B test various parts of the buying journey to \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003eoptimize conversion rates\u003c/a\u003e. Consider where your biggest friction points are and experiment with different colors, layouts, and copy to try to improve conversions. This gives you real-life proof of what elements your customers prefer. \u003c/p\u003e\u003cp\u003eHere are a few things to test: \u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003ePhotographs:\u003c/b\u003e Add more product photos to product pages, add interactive elements, and use 360-degree photo tools to let customers build an image of your product in their minds. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eCalls-to-action (CTAs):\u003c/b\u003e Play around with the color of your CTAs, change the copy, and test their placement on each page. Try a floating Add to Basket button instead of a static one to see if it impacts your conversion rates. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eGuest checkout:\u003c/b\u003e Try out a guest checkout option to minimize the hurdles shoppers have to jump through to make a purchase. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eReview positioning: \u003c/b\u003eMove elements, such as reviews, around on your product page to give them more prominence and see in which position they work best. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eProduct descriptions: \u003c/b\u003eAlter the format of your product descriptions to make them scannable. Add bullet points, inject personality, and use emojis if it suits your brand. \u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"11\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e11. Send abandoned cart emails \u003c/h2\u003e\u003cp\u003eMore than two-thirds of shoppers \u003ca href=\"https://baymard.com/lists/cart-abandonment-rate\"\u003e\u003cu\u003eabandon their carts\u003c/u\u003e\u003c/a\u003e before they get to checkout. This doesn’t mean they will never convert, though. These are shoppers who have shown an interest in your products but did not finish the purchase process.\u003c/p\u003e\u003cp\u003eSending an abandoned cart email can remind these visitors what they liked about your products in the first place and encourage them to come back and finish their purchase. You can increase the chances of conversion by adding social proof to your abandoned cart emails or by offering a discount as an incentive for coming back. \u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/6I4KgdtYjD5pWuJYdjh2Mi.png\" alt=\"paro\" loading=\"lazy\"\u003e\u003cfigcaption\u003eAn abandoned cart email from Paro, which includes images, pricing, and a value proposition.\u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ca href=\"https://fromparo.com/\"\u003e\u003ci\u003e\u003cu\u003eParo\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e reminds shoppers that they have items in their cart with a message describing the benefits of its product.\u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"12\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e12. Shorten checkout form fields\u003c/h2\u003e\u003cp\u003eNo one wants to fill out a form with too many fields. The more information you collect from shoppers, the more time they have to back out of the purchase or buy from a business that doesn’t ask for as much information.\n\nKeep your checkout form as simple and as short as possible by collecting only the information you need, like the shopper’s name, address, and payment information. You can also add a progress bar to the checkout so that shoppers know exactly where they are in the process. There are also options for \u003ca href=\"https://www.shopify.com/blog/1-click-checkout\"\u003e\u003cu\u003eone-click checkouts\u003c/u\u003e\u003c/a\u003e, which use a platform such as \u003ca href=\"https://shop.app/shop-pay\"\u003e\u003cu\u003eShop Pay\u003c/u\u003e\u003c/a\u003e to have users’ data automatically saved and used for purchases.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"13\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e13. Offer an incentive\u003c/h2\u003e\u003cp\u003eShoppers are often on the hunt for a bargain and an added incentive such as free shipping or a free gift. More than \u003ca href=\"https://www.digitalcommerce360.com/2023/02/27/shipping-cost-ecommerce-retailers-consumers/#:~:text=62%25%20of%20shoppers%20said%20they,consumer%20poll%20had%20similar%20findings.\"\u003e\u003cu\u003e60% of shoppers\u003c/u\u003e\u003c/a\u003e won’t consider buying from a retailer that doesn’t offer free shipping. While you might not be able to justify free shipping all the time, you can offer free shipping on a customer’s first purchase, when they reach a certain cart value, or if they purchase within a limited timeframe. \u003c/p\u003e\u003cp\u003eIf you’re looking to convert more first-time shoppers, you can also try offering a discount code for money off their first purchase. \u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2DMHczv0x0jjgbte7Z9F0u.png\" alt=\"clare\" loading=\"lazy\"\u003e\u003cfigcaption\u003eA popup from paint brand Clare offering new shoppers a 10% discount on their first order.\u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ci\u003ePaint brand \u003c/i\u003e\u003ca href=\"https://www.clare.com/\"\u003e\u003ci\u003e\u003cu\u003eClare\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e offers new shoppers 10% off their first order.\u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"14\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e14. Have a reassuring returns policy\u003c/h2\u003e\u003cp\u003eThe downside of buying online is that shoppers may not see a product in person before they buy. Having a clear returns policy can reassure shoppers that they can send back a product if it’s not what they expected. It can give shoppers peace of mind, which can ultimately improve conversion rate.\u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/180l9SYU46yk2QJaLoiKFI.png\" alt=\"recess\" loading=\"lazy\"\u003e\u003cfigcaption\u003eRecess’s returns policy page details the returns process and includes information on damaged orders.\u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ci\u003eDrinks brand \u003c/i\u003e\u003ca href=\"https://takearecess.com/\"\u003e\u003ci\u003e\u003cu\u003eRecess\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e allows customers to get a refund and return their products if they’re not happy.\u003c/i\u003e\u003c/p\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2\u003eHow to increase conversion rate FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are the long-term methods to boost your conversion rate?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eThere are many ways to boost conversion rates. They rely on a cycle of gathering information, and creating ideas for improvement based on this information and testing them. Examples of these methods include talking to your customers, analyzing your website data, identifying your site’s friction points, and auditing your technical setup.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are the best practices for creating calls to action?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eGreat calls to action complete the sentence that begins with “I want to …” for the user while remaining short and understandable. They also avoid being self-referential. “Click here” is used widely, whereas “Add to Cart” and “Learn about the (product name)” can be more likely to increase conversion rate.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are some common mistakes to avoid when trying to boost conversions?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eThe most common mistakes to avoid in boosting conversions include focusing too heavily on the homepage (as opposed to product pages or checkout pages), not gathering enough information (for example, making a change based on one angry customer), and ignoring the importance of communicating your value proposition.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are the two types of conversions?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eThe two main types of conversions are macro conversions, which are the primary goal of a website, and micro conversions, which are secondary goals that help move the visitor toward the primary goals. For example, a site might have a macro conversion of a purchase and a micro conversion of filling out a pop-up form to get a discount code.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\u003c/div\u003e\u003cp\u003e\u003c/p\u003e","excerpt":"Want to know how to increase conversion rate on your ecommerce website? Here are 14 tactics for 2024.","excerptHtml":"\u003cp\u003eWant to know how to increase conversion rate on your ecommerce website? Here are 14 tactics for 2024.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-10-05T10:00:00.000+01:00","key":"published_date"},null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7757660216","handle":"lizzie-davey","field":{"__typename":"MetaobjectField","value":"Lizzie Davey"}}}]},"value":"[\"gid://shopify/Metaobject/7757660216\"]","key":"authors"},null,{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NDk5MzM4ODAsImxhc3RfdmFsdWUiOjU1ODY0OTkzMzg4MH0=","node":{"__typename":"Article","id":"gid://shopify/Article/558649933880","handle":"pricing-strategies-discount-strategies-and-tactics","title":"7 Effective Discount Pricing Strategies to Increase Sales (2025)","publishedAt":"2024-10-25T05:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/discount-strategy.png?v=1730129487","altText":"Graphic of a clothing pricing ticket with a percentage sign in the center illustrating discounts","width":1848,"height":782},"tags":["author:jessica-lockhart","author:michael-keenan","locale:en","popular","topic:tips-and-strategies"],"contentHtml":"\u003cp\u003eCoca-Cola was the first brand to hook consumers with discounts when it released the very first coupon in 1887, redeemable for a free glass of Coke.\u003c/p\u003e\n\u003cp\u003eNearly a century and a half later, you can still see the psychology behind that very first discount at work online. Receiving \u003ca href=\"https://www.huffpost.com/entry/what-science-says-about-discounts_b_8511224\"\u003ediscounts releases the hormone oxytocin\u003c/a\u003e, making shoppers happier—and less likely to abandon their carts.\u003c/p\u003e\n\u003cp\u003eThe right type of discount can maximize sales, keep shoppers from abandoning their carts, and entice first-time buyers to try a brand. But using the wrong type of discount can have adverse consequences, including reduced profits and a devalued brand. \u003c/p\u003e\n\u003cp\u003eAhead, you’ll learn how to offer the right type of discount to the right customers at the right time, including top-performing discount-pricing examples and strategies you can start using today.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is discount pricing?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003e7 discounting strategies\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eDiscount codes vs. automatic discounts\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eUsing Shopify Discount Functions\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eWhat to consider when building a discount strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eDiscount pricing strategies FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is discount pricing?\u003c/h2\u003e\n\u003cp\u003eDiscount pricing is a strategy of applying discounts via sales, coupons, codes, or bundles in order to increase sales. This strategy attempts to change a customer's perception of the value of a purchase..\u003c/p\u003e\n\u003cp\u003eBesides increasing sales, discounts can discourage consumers from abandoning their online shopping carts. The opportunity to redeem a coupon also motivates consumers new to your brand to make their first purchase. However, pricing psychology—or the strategy behind how you price your products—goes beyond the dollars saved.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003e7 discounting strategies\u003c/h2\u003e\n\u003ch3\u003e1. Buy one, get one free (BOGO)\u003c/h3\u003e\n\u003cp\u003eThe popular BOGO discount is always a top performer, and it has evolved as brands use it creatively to offer multiple freebies or incentives. For example, \u003ca href=\"https://hyggebands.com/\"\u003eHygge Gear\u003c/a\u003e, which sells multi-use headbands, uses BOGO discount codes:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Hygge Gear’s BOGO sale on website for buy 1 get 4 headbands\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/hygee.png?v=1729883966\"\u003e\u003c/div\u003e\n\u003cp\u003eYou can mix and match products of your choice, creating unique promotions to reward existing customers and boost sales. Buy X, get Y quantity, free shipping, and other discount types all provide more flexibility for building loyalty programs. Track your BOGO discounts to see which are performing best so you can repeat your biggest successes.\u003c/p\u003e\n\u003ch3\u003e2. Free gift with purchase\u003c/h3\u003e\n\u003cp\u003eSmall, unexpected gifts can be a cost-effective way to convert customers and earn loyalty. For example, club and festival apparel brand \u003ca href=\"https://www.intotheam.com/\"\u003eINTO THE AM\u003c/a\u003e uses a pop-up window to automatically offer a free gift to shoppers who add particular items to their carts. Not only is the gift selection tailored to the item the shopper has added, but the company also lets the customer choose their favorite gift:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"INTO THE AM website offering free gift with purchase\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/free-purchase.png?v=1729884002\"\u003e\u003c/div\u003e\n\u003ch3\u003e3. First-time customer discount\u003c/h3\u003e\n\u003cp\u003eAcquiring new customers is expensive. Most first-time visitors will leave your site without making a purchase. In fact, it takes a visitor just \u003ca href=\"/enterprise/the-psychology-of-hero-images-how-to-hook-shoppers-tell-your-story-in-50-milliseconds-or-less\"\u003e13 milliseconds\u003c/a\u003e to judge your site, so making a good first impression matters more than ever.\u003c/p\u003e\n\u003cp\u003eThis is why top-performing brands often offer new shoppers a discount. \u003ca href=\"/enterprise/how-a-luxury-hoodie-company-inspired-by-a-newborn-builds-product-launch-suspense-uses-rewards-to-retain-50-of-its-customers\"\u003eEvy’s Tree\u003c/a\u003e, a \u003ca href=\"https://www.instagram.com/p/CvyZtQ8rk_5/\"\u003erecently acquired luxury hoodie\u003c/a\u003e company, wanted to make checking out easier by reducing the number of clicks. They use\u003ca href=\"https://help.shopify.com/en/manual/apps/apps-by-shopify/script-editor\"\u003e Shopify Scripts\u003c/a\u003e to calculate discounts in real time, automatically excluding sale items and presenting the customer with the lowest price.\u003c/p\u003e\n\u003cp\u003eUsing a bit of JavaScript, you can even call attention to an item so that it displays with its discounted price, without requiring coupon codes:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"vy’s Tree checkout calculating discounts in real-time\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/evytree.png?v=1729884029\"\u003e\u003c/div\u003e\n\u003ch3\u003e4. Tiered discounts by spending thresholds\u003c/h3\u003e\n\u003cp\u003eOffering discounts to big spenders can actually increase their customer lifetime value. Luxury bedding brand Boll \u0026amp; Branch does this in a variety of ways, including offering new customers a discount on their first purchase, but only if they spend $150 or more:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Image of Boll \u0026amp; Branch using a tiered discount strategy\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/bollbranch.png?v=1729884063\"\u003e\u003c/div\u003e\n\u003cp\u003eTo determine an appropriate spending threshold, first calculate your median order value (MOV) or average order value (AOV), then \u003ca href=\"/enterprise/ecommerce-fulfillment-free-shipping#2\"\u003eestablish a spending threshold\u003c/a\u003e above that level to ensure the discount results in customers adding more items to their carts than they otherwise would.\u003c/p\u003e\n\u003ch3\u003e5. Personalization discounts\u003c/h3\u003e\n\u003cp\u003eWith\u003ca href=\"/enterprise/how-ecommerce-brands-can-prepare-for-apples-ios-14-update\"\u003e ongoing data and privacy legislation changes\u003c/a\u003e—including the phasing out of third-party cookies—building your customer database is now more important than ever.\u003c/p\u003e\n\u003cp\u003eFor years, the go-to method of\u003ca href=\"/enterprise/email-marketing-in-ecommerce-tips\"\u003e growing your email list\u003c/a\u003e was to show first-time visitors a pop-up offering a discount code in exchange for their contact info.\u003c/p\u003e\n\u003cp\u003eBut there are creative ways to ensure shoppers remain engaged that can result in higher conversions. For example, Spongellé, a Los Angeles–based personal care product line, \u003ca href=\"https://www.octaneai.com/casestudy/spongelle\"\u003eworked with Certified Shopify Partner Octane AI to create a “shop quiz\u003c/a\u003e.”\u003c/p\u003e\n\u003cp\u003eCustomers answered questions about their preferences, which allowed Spongellé to collect key data. Upon completion of the quiz, users received personalized product recommendations, along with a discount code. \u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Spongellé quiz example asking customer what they smell like\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/quiz.png?v=1729884097\"\u003e\u003c/div\u003e\n\u003cp\u003eThe result? The quiz now accounts for more than 25% of the brand’s revenue, with one-quarter of quiz users sharing their contact information in exchange for the discount. \u003c/p\u003e\n\u003ch3\u003e6. Flash sales\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/flash-sale\"\u003eFlash sales\u003c/a\u003e offer significant discounts for a limited time period. They tap into the customer’s fear of missing out (FOMO). Retailers create buzz around their products to drive a large number of customers quickly. Flash sales are commonly used with email marketing or social media campaigns to maximize reach. \u003c/p\u003e\n\u003cp\u003eKnown for selling polarized sunglasses and ski goggles, \u003ca href=\"https://www.blenderseyewear.com/\"\u003eBlenders\u003c/a\u003e is a leader in flash sales with 10x sales due to the power of automation. Two separate site designs for Blenders were created using Shopify's Launchpad—one for its Black Friday flash sale, the other for its Cyber Monday promotion:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Image of Blenders Eyewear flash sale offering 40% off snow goggles and 55% off sunglasses.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/blenders.png?v=1729884120\"\u003e\u003c/div\u003e\n\u003cp\u003e“When things go live at midnight, you don’t want to have to stay up till midnight to do all these changes,” says Blenders’ CEO Chase Fisher . “We had our offers switched to go out through Launchpad. We had our themes switched to go out through Launchpad. They pushed everything through successfully.”\u003c/p\u003e\n\u003cp\u003eSay you want to clear your summer collection and make room for fall inventory. You could run a flash sale offering 50% off on all summer apparel for 24 hours only. You’d push the sale through your email, social media, and website banners a few days in advance to build anticipation for the event.\u003c/p\u003e\n\u003ch3\u003e7. Early bird VIP discounts \u003c/h3\u003e\n\u003cp\u003eEarly bird VIP discounts are two-sided: They incentivize early purchases and create a sense of exclusivity for loyal customers. It’s a common discount strategy for product launches and seasonal sales. These loyalty discounts also benefit the retailer because they help you plan demand and inventory management. \u003c/p\u003e\n\u003cp\u003eSince VIP customers tend to be the most engaged and spend the most, you can benefit from segmenting this top-tier group. As shown in the TANIT example below, the “Join the VIP Early Bird List '' copy and “Be the First '' focused CTA create a sense of urgency. Together, these two tactics are designed to boost conversions.\u003c/p\u003e\n\u003cp\u003eThe brand offers special perks like gift boxes, bundled deals, and sitewide savings of up to 25% for their VIP email subscribers during its Black Friday sale, branded as Change Friday.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Early bird email special from TANIT\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/tanti-edmail.png?v=1729884155\"\u003e\u003c/div\u003e\n\u003ch2 id=\"3\"\u003eDiscount codes vs. automatic discounting\u003c/h2\u003e\n\u003cp\u003eUltimately, the right approach to discounting hinges on what you sell, the customers you target, and the brand experience you wish to create. Specifically, will your target market be more inclined to purchase with discounts that appear automatically at checkout? Or would they be more persuaded to buy after receiving a discount code they need to enter during checkout?\u003c/p\u003e\n\u003cp\u003eYour choice boils down to offering a self-serve discount model in which the consumer manually enters a code, or setting up your online store to automatically apply discounts for the shopper.\u003c/p\u003e\n\u003ch3\u003eDiscount codes \u003c/h3\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/xPh847CVqy8?si=ofi16CSHTpTHYlVk\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003cp\u003eA discount offered by discount code can take the form of a fixed value or a percentage, or discounts on specific products, collections, or variants in-store. Discount codes give you strict control over pricing and promotion, and allow you to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eIncrease your average order value (AOV) with discount codes that give customers “buy X, get Y” discounts. \u003c/li\u003e\n\u003cli\u003eLimit the life of a particular discount code by specifying the dates for which the code is valid.\u003c/li\u003e\n\u003cli\u003eProtect your brand and profit margins by \u003ca href=\"https://www.killianbranding.com/whitepaper/discounting/\"\u003elimiting the number of times a code can be used\u003c/a\u003e, the minimum spend amount to activate the code, and to which products, collections, or variants the discount can be applied.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEven better, brands with an \u003ca href=\"/enterprise/omni-channel-retailing-commerce-what\"\u003eomnichannel retail strategy\u003c/a\u003e can let customers redeem their discounts in an online store or in a brick-and-mortar retail location.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://outofprint.com/\"\u003eOut of Print\u003c/a\u003e, which sells out-of-print book covers on T-shirts, totes, and accessories, offers a site-wide discount code to first-time shoppers, and those leaving who have not yet made a purchase.\u003c/p\u003e\n\u003cp\u003e“It’s an incentive to make that first purchase,” says Chuck Mazzone, Out of Print’s digital marketing director. “But we’d rather shoppers focus their attention on our products instead of doing the math in their head and calculating the final price.”\u003c/p\u003e\n\u003ch4\u003ePros of discount codes\u003c/h4\u003e\n\u003cp\u003eDiscount codes may be used to create a feeling of exclusivity in the customer’s mind. Targeting specific customer segments with unique discount codes based on purchase history can create a more intimate, personalized brand experience and signal that you truly understand what your target customer values. \u003c/p\u003e\n\u003cp\u003eDiscount codes prevent overdiscounting your products, since you control who gets the discount and when.\u003c/p\u003e\n\u003ch4\u003eCons of discount codes\u003c/h4\u003e\n\u003cp\u003eCustomers must manually enter the code to receive the discount, which adds a step to the checkout process that can cause shoppers to abandon carts. It can also add friction, as consumers may mistakenly type the wrong code or copy and paste an incomplete code received via email or from a pop-up or banner offer. \u003c/p\u003e\n\u003cp\u003eDiscount codes may also be shared online without your permission, reducing your profits.\u003c/p\u003e\n\u003ch3\u003eAutomatic discounting\u003c/h3\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/5upxe3TDw84?si=avrgiaKA8wuYu1Nc\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003cp\u003eInvestigate whether your commerce platform has native automatic discounting capabilities, which enable you to offer your customers discounts that apply automatically at checkout or in the cart. You can create percentage, fixed amount, or buy X, get Y automatic discounts. \u003c/p\u003e\n\u003cp\u003eEven though the discount is automatic, the rules you set give you plenty of control. For an automatic discount to apply correctly, your customers need to add all eligible items to their carts before they move to checkout, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe items they need to buy to qualify for the discount \u003c/li\u003e\n\u003cli\u003eThe items they get as part of the promotion\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eShopify has built safeguards to prevent discount abuse. Specifically, automatic discounts take precedence over discount codes, so that customers can’t apply multiple discounts to a single order. Discount codes are unavailable for customers who have an automatic discount applied to their checkout. \u003c/p\u003e\n\u003cp\u003eAutomatic discounting may be used to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eShow customers the markdown at the checkout so they can see the value they’re receiving\u003c/li\u003e\n\u003cli\u003eStrike out the original price and show the promotional price to visually represent the value the customer is receiving\u003c/li\u003e\n\u003cli\u003eIncrease the flexibility of promotions by adding a minimum purchase amount or quantity of items, or setting conditions to only apply the discount to specific collections or products\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“Offering automatic discounts is much more seamless than sending customers discount codes they have to enter manually,” says Mazzone. “With more and more purchases being made on mobile devices, it’s more difficult to enter a code. The real benefit with automatic discounts is that it does the work for the customer and means they have one less thing to worry about.”\u003c/p\u003e\n\u003cp\u003eThousands of brands use Shopify Scripts to automatically apply attractive discounts and increase sales. Similarly, Shopify brands on the Plus plan can use \u003ca href=\"https://help.shopify.com/en/manual/promoting-marketing/create-marketing/launchpad\"\u003eLaunchpad\u003c/a\u003e to schedule discounts in advance. The original price is struck out and displayed next to the discounted price, and both are shown everywhere from the product page to the checkout. When the discount period is over, Launchpad automatically rolls back the discount and restores the original pricing.\u003c/p\u003e\n\u003ch4\u003ePros of automatic discounting\u003c/h4\u003e\n\u003cul\u003e\n\u003cli\u003eEliminates data entry work for the customer required by discount codes. \u003c/li\u003e\n\u003cli\u003eLimited-time promotions inject urgency into the buying decision. \u003c/li\u003e\n\u003cli\u003eIt reduces the number of steps in the checkout process, which can increase your conversion rate.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4\u003eCons of automatic discounting\u003c/h4\u003e\n\u003cul\u003e\n\u003cli\u003eConsumers may not feel they are getting an exclusive or personalized promotion, as they might feel with a targeted discount code. \u003c/li\u003e\n\u003cli\u003eUnless you communicate the limited-time nature of your discount, the customer may not feel a sense of urgency to purchase immediately.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"4\"\u003eUsing Shopify Discount Functions \u003c/h2\u003e\n\u003cp\u003e\u003ca href=\"https://changelog.shopify.com/posts/discount-functions-support-on-shopify-pos\"\u003eDiscount Functions\u003c/a\u003e offer an advanced solution for retailers requiring even more sophisticated discounting capabilities, especially those using Shopify POS. These functions allow you to extend or replace Shopify's native discounting logic, allowing more complex and customized discounting scenarios.\u003c/p\u003e\n\u003cp\u003eKey features of Discount Functions include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOmnichannel compatibility (online store and POS)\u003c/li\u003e\n\u003cli\u003eAdvanced eligibility criteria (e.g., \"Buy A, B and [C or D], get E for free\")\u003c/li\u003e\n\u003cli\u003eDiscounts based on custom attributes like metafields or customer lifetime value\u003c/li\u003e\n\u003cli\u003eIntegration with loyalty programs, gift registries, or memberships\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDiscount Functions can be applied automatically or triggered by discount codes, similar to other discounting methods. They're available through public apps on the Shopify App Store for all plans, while custom apps with Discount Function APIs are exclusive to Shopify merchants on the Plus plan.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eWhat to consider when building a discount strategy\u003c/h2\u003e\n\u003ch3\u003e1. Sitewide vs. specific collections\u003c/h3\u003e\n\u003cp\u003eWhile Out of Print launched predominantly as a T-shirt company, it has since grown to offer totes, socks, mugs, and accessories. With so many categories, shoppers might fall prey to the \u003ca href=\"https://doist.com/blog/analysis-paralysis-and-your-productivity/\"\u003eparadox of choice\u003c/a\u003e if offered a storewide discount.\u003c/p\u003e\n\u003cp\u003eTo focus customer attention, Mazzone suggests discounting specific product collections. Out of Print often highlights its Harry Potter, Sesame Street, and Star Wars collections with targeted discounts. Each has become a top seller. \u003c/p\u003e\n\u003ch3\u003e2. What to discount\u003c/h3\u003e\n\u003cp\u003eBuyer behavior is a key ingredient in discounting success. For example, while Out of Print has had success offering BOGO discounts on socks, not all consumers buy their socks in single pairs. After analyzing the sale, Mazzone says he learned many customers prefer to purchase their socks in bulk—three to five pairs at a time—and therefore may not be motivated by a BOGO offer.\u003c/p\u003e\n\u003ch3\u003e3. Discount duration\u003c/h3\u003e\n\u003cp\u003eHighlighting certain deals during specific times of the year is only part of the equation. Discounts should act as a motivator and result in accelerated or incremental purchases. You’ll undercut your margins if you train customers to wait for a discount—and your promotions will lack urgency if they’re perceived as open-ended. \u003c/p\u003e\n\u003cp\u003eOut of Print routinely experiments with discount duration. Campaigns aligned with a specific catalyst like Banned Books Week are often more effective when they last a week. Other campaigns promoting a new release often perform better if they last just 48 hours.\u003c/p\u003e\n\u003ch3\u003e4. Timed discounts\u003c/h3\u003e\n\u003cp\u003eA timed discount is another FOMO-based strategy to motivate shoppers to buy immediately. With these promotional discounts, it’s all about scarcity and the ticking clock, as the number of discounts available and/or the value of the discount decreases over time. \u003c/p\u003e\n\u003cp\u003eFor example, for the first hour of the sale, the available discount might be 20%, decreasing by 1% every hour for the next 10 to 12 hours until the sale ends. This incentivizes consumers to shop early to get the biggest discount.\u003c/p\u003e\n\u003ch3\u003e5. Discount presentation\u003c/h3\u003e\n\u003cp\u003eDon’t take sides in the “dollar off versus percentage off” debate. Out of Print uses both based on the segment being targeted. For example, first-time visitors to the site are offered a percentage-off discount code. \u003c/p\u003e\n\u003cp\u003eMazzone suggests consumers not as familiar with the brand’s products or pricing are often more influenced by a large number framed as a percentage. Conversely, repeat customers with a better grasp of the company’s pricing often respond better to dollar-off discounts or promotions such as “$20 T-shirts” or “3 T-shirts for $50.”\u003c/p\u003e\n\u003cp\u003e“Our conversion rates are much higher when we automatically discount versus when we send customers discount codes,” Mazzone says. “It’s a hassle-free checkout for the customer and results in better sales for us.”\u003c/p\u003e\n\u003ch2\u003eOffer discounts the right way and earn more sales\u003c/h2\u003e\n\u003cp\u003eDiscovering a successful discounting strategy requires experimentation. It also requires a customer-centric approach that includes:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eIdentifying when to use discount codes versus automatic discounting to maximize sales\u003c/li\u003e\n\u003cli\u003eTesting top-performing discounts like BOGO, free gift with purchase, and tiered promotions based on spending thresholds\u003c/li\u003e\n\u003cli\u003eIncorporating best practices that weigh sitewide versus collection discounts, discount duration, and presentation\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eNearly every brand plans to discount—but not all will invest the time to fine-tune their approach. Those that do will earn customer loyalty and more sales.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"6\"\u003eDiscount pricing strategies FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are discount strategies?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDiscount pricing strategies can be defined as promotional strategies that reduce the original price of the product in order to drive sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre discounts a good marketing strategy?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDiscounts can be a great marketing strategy, as they can attract customers, boost sales, and clear out old inventory. However, if used too much or perceived as cheap, they can devalue your product and brand.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is an example of discount pricing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAn example of a discount pricing strategy is when a business decides to provide a large storewide seasonal discount. The store does this to compete with similar stores and capitalize on seasonal purchasing behaviors.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat type of discount is most effective?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDepending on your target market and product type, percentage discounts tend to be the most effective. If you're selling higher-priced items, monetary discounts may be more appealing, as they provide significant savings. Wholesalers may benefit from volume discounts or a bulk discount pricing strategy, as these can attract more B2B buyers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Is a discount strategy good for your online store? Learn how to use discounts the right way and increase AOV in this guide.","excerptHtml":"\u003cp\u003eIs a discount strategy good for your online store? Learn how to use discounts the right way and increase AOV in this guide.\u003c/p\u003e","seo":{"__typename":"SEO","title":"7 Effective Discount Pricing Strategies to Increase Sales (2025)","description":"Is a discount strategy good for your online store? Learn how to use discounts the right way and increase AOV in this guide."},"authorV2":{"__typename":"ArticleAuthor","name":"Michael Keenan"},"metafields":[null,null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756546104","handle":"jessica-lockhart","field":{"__typename":"MetaobjectField","value":"Jessica Wynne Lockhart"}}},{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756349496","handle":"michael-keenan","field":{"__typename":"MetaobjectField","value":"Michael Keenan"}}}]},"value":"[\"gid://shopify/Metaobject/7756546104\",\"gid://shopify/Metaobject/7756349496\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"Supply Chain, Price Gouging and the COVID-19 Pandemic\",\"url\":\"enterprise/blog/supply-chain-price-gouging-covid-19\"},{\"title\":\"Chip Wilson on the Dangers of Discounting, and His Relationship with Lululemon Now\",\"url\":\"enterprise/blog/chip-wilson-on-the-dangers-of-discounting-and-his-relationship-with-lululemon-now\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NDk1MDc4OTYsImxhc3RfdmFsdWUiOjU1ODY0OTUwNzg5Nn0=","node":{"__typename":"Article","id":"gid://shopify/Article/558649507896","handle":"third-party-logistics-3pl","title":"What Is a 3PL? How To Choose a Provider in 2024","publishedAt":"2024-09-17T07:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/Understanding_3PL.png?v=1726236371","altText":"Isometric view of a 3PL warehouse with trucks parked outside on a blue background.","width":1848,"height":782},"tags":["author:elise-dopson","author:jessica-lockhart","highlighted","locale:en","most-read","popular","topic:ecommerce-operations-logistics"],"contentHtml":"\u003cp\u003eAs the ecommerce market has grown exponentially, so too has the 3PL (third-party logistics) market, which will \u003ca href=\"https://www.mordorintelligence.com/industry-reports/global-3pl-market\"\u003ebe worth $1.59 trillion by 2028\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThere’s a reason the services of 3PLs are in high demand within \u003ca href=\"/blog/what-is-ecommerce\"\u003eecommerce\u003c/a\u003e, no matter the industry. These shipping and fulfillment experts house your inventory in their warehouses, and pick, pack, and ship products to your customers.\u003c/p\u003e\n\u003cp\u003eIf you’re ready to partner with a 3PL for the first time, or considering multiple 3PL partners to diversify and mitigate risk, here’s what you need to know to find and select the right vendor.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is third-party logistics (3PL)?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow does a 3PL work?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eWhy do companies choose to work with a 3PL provider?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eWhen should you consider outsourcing fulfillment logistics to a 3PL?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003ePros and cons of 3PLs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eWhat are the types of 3PL companies?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eShould you work with an asset-based or a non-asset based 3PL?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eWhat services does a 3PL provide?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003eHow to choose a 3PL provider\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eThe Shopify Fulfillment Network\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003e3PL FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is third-party logistics (3PL) ?\u003c/h2\u003e\n\u003cp\u003e3PL is a service to which businesses outsource their logistics operations. 3PLs specialize in operating global warehouses and transportation networks. Companies use 3PLs throughout their supply chain, from manufacturing to final delivery. \u003c/p\u003e\n\u003cp\u003e3PLs handle various tasks, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eStoring products in strategic locations\u003c/li\u003e\n\u003cli\u003eTracking stock levels and product locations\u003c/li\u003e\n\u003cli\u003ePicking, packaging, and shipping customer orders\u003c/li\u003e\n\u003cli\u003eCoordinating shipments via truck, air, and sea\u003c/li\u003e\n\u003cli\u003eProviding software for order tracking and \u003ca href=\"/retail/inventory-management\"\u003einventory management\u003c/a\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cimg style=\"float: none;\" alt=\"3PL definition on purple background with Shopify logo.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/3pldef.png?v=1726360590\"\u003e\n\u003cp\u003eCompanies partner with 3PLs to reduce costs and improve efficiency. Instead of managing your own warehouses and doing distribution in-house, you can store your stock in a 3PL vendor’s warehouse, with the stock shipped directly from your manufacturers. \u003c/p\u003e\n\u003ch2 id=\"2\"\u003eHow does a 3PL work?\u003c/h2\u003e\n\u003cp\u003eWhile the 3PL fulfillment process can vary depending on the provider and services you’ve agreed on, the typical process looks like this:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003eThe 3PL receives your inventory at its warehouse and organizes each SKU.\u003c/li\u003e\n\u003cli\u003eWhen an order is placed on your \u003ca href=\"https://www.shopify.com/tour/ecommerce-website\"\u003eecommerce site\u003c/a\u003e, it’s either forwarded manually to the 3PL or automatically pushed (if its software integrates with your online store).\u003c/li\u003e\n\u003cli\u003eA warehouse team member gets a picking list to collect the items that have been ordered.\u003c/li\u003e\n\u003cli\u003eThe items are packed in boxes with the receipt and order details.\u003c/li\u003e\n\u003cli\u003eThe 3PL prints the shipping label or uses one of its shipping carrier partners.\u003c/li\u003e\n\u003cli\u003eThe shipping carrier collects the package from your 3PL’s distribution center and delivers it to your customer.\u003c/li\u003e\n\u003cli\u003eTracking information is uploaded to the 3PL system and synced with your \u003ca href=\"/enterprise/order-management-system-oms\"\u003eorder management software\u003c/a\u003e.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eWhile 3PLs offer a comprehensive solution, they’'re just one type of \u003ca href=\"/enterprise/blog/logistics-management\"\u003elogistics management\u003c/a\u003e provider. To better understand where 3PLs fit in the broader logistics landscape, let’'s compare them with other types of providers:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"/blog/what-is-dropshipping\"\u003eDropshipping\u003c/a\u003e: A retail fulfillment method where the store doesn’'t keep the products it sells in stock. Instead, when a store sells a product, it purchases the item from a third party and has it shipped directly to the customer.\u003c/li\u003e\n\u003cli\u003e2PL: Couriers collect parcels from your warehouse and deliver them to an end customer.\u003c/li\u003e\n\u003cli\u003e3PL: Inventory is stored, picked, packed, and shipped by a third-party company.\u003c/li\u003e\n\u003cli\u003e4PL: Providers manage the fulfillment partners (3PLs) you’re working with. Their team negotiates the contract with a partner, resolves any issues, and communicates between your internal team and the distributor.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/freight-forwarding-services\"\u003eFreight brokers\u003c/a\u003e: Act as intermediaries between brands and drivers. Freight forwarders are different from 3PLs in that they’re specifically dedicated to matching up brands with drivers or carriers.\u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Image showing the differences between various fulfillment and logistics services\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/logisticsfulfillmentservices.png?v=1726360590\"\u003e\n\u003ch2 id=\"3\"\u003eWhy do companies choose to work with a 3PL provider?\u003c/h2\u003e\n\u003cp\u003eCompanies choose a 3PL when they become overwhelmed by order growth. 3PLs are not just a solution for enterprise-sized brands, they are designed for merchants of any size with intentions to scale.\u003c/p\u003e\n\u003cp\u003eSuppose you have a \u003ca href=\"/enterprise/blog/flash-sale\"\u003eflash sale\u003c/a\u003e, or one of your products goes viral? It’s not always feasible (or cost effective) to handle that surge of orders in-house. Breaking fulfillment promises to customers can cause major damage to your brand, particularly in an era when \u003ca href=\"https://try.goshippo.com/2023-state-of-shipping/\"\u003e62% of customers\u003c/a\u003e only want to wait up to three days for a package.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eWhen should you consider outsourcing fulfillment logistics to a 3PL?\u003c/h2\u003e\n\u003cp\u003eFour key questions will help you determine whether it’s time to enlist the services of a 3PL:\u003c/p\u003e\n\u003ch4\u003e1. Are you fulfilling more than 10 to 20 orders per day?\u003c/h4\u003e\n\u003cp\u003eIf that’s where you’re at, calculate the costs of partnering with a 3PL to keep your profit margins strong. Outsourcing packing, picking, and shipping can save time on manual labor, especially if you’re partnering with a 3PL that uses automation.\u003c/p\u003e\n\u003cp\u003eLikewise, estimate the growth potential—opportunities you’re not currently able to pursue—by outsourcing fulfillment to a 3PL.\u003c/p\u003e\n\u003ch4\u003e2. Are you running out of inventory storage space?\u003c/h4\u003e\n\u003cp\u003eMerchants often forget to include storage costs in their fulfillment expense calculations.\u003c/p\u003e\n\u003cp\u003eWhen deciding whether a 3PL is right for your retail business, compare your current warehouse expenses with estimates from 3PLs. Sometimes, bundling storage costs with outsourced fulfillment gives you better value for your money.\u003c/p\u003e\n\u003ch4\u003e3. Can your existing infrastructure handle a surge in demand?\u003c/h4\u003e\n\u003cp\u003eHow much would a sustained spike in order volume (outside of one-off \u003ca href=\"/enterprise/flash-sale\"\u003eflash sales\u003c/a\u003e or marketing promotions) cost your business?\u003c/p\u003e\n\u003cp\u003eIf you need to hire rapidly to increase in-house capacity or invest in automation yourself, it might be more cost effective to outsource fulfillment to a 3PL.\u003c/p\u003e\n\u003ch4\u003e4. Do you want to offer faster shipping and fulfillment?\u003c/h4\u003e\n\u003cp\u003eConsider a 3PL if you want to offer shipping options like next-day or two-day delivery but find it challenging to do so with your current in-house operations. Faster shipping can increase customer satisfaction, higher conversion rates, and more repeat purchases.\u003c/p\u003e\n\u003cp\u003e3PLs work with multiple clients, which allows them to negotiate better rates with shipping carriers. These savings can be passed on to you, making faster shipping options more affordable. They can also help you implement strategies like zone skipping or multi-carrier shipping to optimize for speed and cost. \u003c/p\u003e\n\u003cp\u003eWhen evaluating 3PLs, ask about their shipping speed capabilities, the locations of their fulfillment centers, and their track record in meeting delivery promises. \u003c/p\u003e\n\u003ch2 id=\"5\"\u003ePros and cons of 3PLs\u003c/h2\u003e\n\u003ch3\u003ePros of 3PLs\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#21\"\u003eTest and launch in new markets with ease\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#22\"\u003eFree up capital that’s tied up in warehouse space\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#23\"\u003eReduce your overhead costs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#24\"\u003eInsulate your business against supply chain disruptions\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4 id=\"21\"\u003eTest and launch in new markets with ease\u003c/h4\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/blog/global-expansion\"\u003eExpanding internationally\u003c/a\u003e requires a \u003ca href=\"/enterprise/global-fulfillment-guide\"\u003eglobal fulfillment network\u003c/a\u003e, documentation, and accounting for customers and duties. If you want to try to sell your product overseas but aren’t prepared to navigate the legalities involved or invest in infrastructure abroad, working with a 3PL can be a good way to test the waters.\u003c/p\u003e\n\u003cp\u003eFor example, if you’re a US-based merchant and want to test your products in the UK, it makes sense to store a small batch of inventory in the country using a 3PL. This removes the complexity of learning about local real estate and labor laws before you know if the market is even worth it.\u003c/p\u003e\n\u003cp\u003eOutsourcing these responsibilities can also expedite delivery times, improve customer satisfaction, and reduce shipping costs—three huge wins bound to have positive impacts on your bottom line.\u003c/p\u003e\n\u003ch4 id=\"22\"\u003eFree up capital that’s tied up in warehouse space\u003c/h4\u003e\n\u003cp\u003eIf you’re investing in your own warehouses and distribution centers, costs aren’t set to decrease any time soon. \u003c/p\u003e\n\u003cp\u003eAs of 2024, warehouse vacancy rates in the US have risen to \u003ca href=\"https://www.americanwarehouses.com/blog/q1-2024-public-warehousing-review-outlook\"\u003e5.2%\u003c/a\u003e, marking the first time since the pandemic that vacancies have exceeded 5%. This increase comes after several years of ecommerce-driven warehouse demand. \u003c/p\u003e\n\u003cp\u003eWhile vacancy rates are up, rents continue to grow due to demand for storage space, especially in key regions, despite new supply coming online. In particular, the southern and northeastern US markets continue to see significant rent increases, with areas like New Jersey leading the nation at more than \u003ca href=\"https://www.astreetpartners.com/post/2024-industrial-real-estate-market-trends-report\"\u003e$10.86 per square foot\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eIn contrast, 3PLs have strongholds over their storage premises, and higher order values from their retail partners gives them grounds to keep their warehouse space. As soon as you let your own warehouse space go, you’ll have more capital to direct toward return-generating endeavors.\u003c/p\u003e\n\u003ch4 id=\"23\"\u003eReduce your overhead costs\u003c/h4\u003e\n\u003cp\u003eRelying on a 3PL means you get the benefits of skilled warehouse staff, as well as \u003ca href=\"/blog/warehouse-automation\"\u003ewarehouse automation technology\u003c/a\u003e, without investing cash into developing your own. Robotic machinery to pick and pack orders, for example, means human staff don’t need to be on-hand to fulfill orders. The machinery works 24/7, so retailers can benefit from later order cut-offs for immediate shipping. Ocado Retail even overhauled its entire warehouse to be completely automated.\u003c/p\u003e\n\u003cp\u003eThe other area of potential cost savings is carrier rates. Since 3PLs are able to negotiate preferred shipping rates, the cost of shipping is typically lower. And those savings, in turn, can be passed on to consumers by offering them free shipping.\u003c/p\u003e\n\u003ch4 id=\"24\"\u003eInsulate your business against supply chain disruptions\u003c/h4\u003e\n\u003cp\u003eWith an existing network of fulfillment centers around the world and pre-negotiated carrier contracts, 3PLs may be less vulnerable to global shipping and fulfillment disruptions. While working with one may not eliminate shipping surcharges altogether, it will insulate you from them and diversify your risk, as 3PLs typically have relationships with multiple carriers.\u003c/p\u003e\n\u003cp\u003eIncreasingly, 3PLs are also investing in their own delivery vehicles, which can support shorter distances and more frequent deliveries, and avoid clogs in the entire supply chain.\u003c/p\u003e\n\u003cp\u003eFor example, Shopify merchant Manly Bands—which sells wedding rings for men—has started to mitigate the impact of delivery delays by working with 3PLs to fulfill orders.\u003c/p\u003e\n\u003cp\u003e“By doing this, we have found that we have more control over our shipping commitments,” says Eric Farlow, Manly Band’s COO.\u003c/p\u003e\n\u003ch3\u003eDisadvantages of 3PL\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#31\"\u003eUpfront investment\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#32\"\u003eVaried hours or workflow\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4 id=\"31\"\u003eUpfront investment\u003c/h4\u003e\n\u003cp\u003eThere can be significant upfront costs when setting up with a 3PL provider, like integrating their software with your ecommerce store, SKU upload, and account access. Costs will normally be broken into the following categories:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTransportation costs: Shipping products from your factory to your national and \u003ca href=\"/enterprise/blog/international-warehouses-ecommerce-guide\"\u003einternational warehouses\u003c/a\u003e.\u003c/li\u003e\n\u003cli\u003eReceiving costs: Offloading products from your transportation provider to their warehouse.\u003c/li\u003e\n\u003cli\u003eWarehousing fees: Usually a monthly fee based on the amount of space used and charged per pallet.\u003c/li\u003e\n\u003cli\u003ePick-and-pack fees: Picking units from shelves or bins and packing them for shipment and discounted for higher volumes.\u003c/li\u003e\n\u003cli\u003eShipping costs: Delivery of product to your end customer.\u003c/li\u003e\n\u003cli\u003eAccount set-up fees: Account creation and software integration.\u003c/li\u003e\n\u003cli\u003eMinimums: Minimum monthly spend is generally required.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4 id=\"32\"\u003eVaried hours or workflow\u003c/h4\u003e\n\u003cp\u003eWith “fast” and “free” being the two principles dominating the shipping and fulfillment landscape, when there’s a backlog and you just want to get orders out the door, it can be tempting to head down to the warehouse and pack orders yourself. But if you’re working with a 3PL, that won’t be possible. 3PLs maintain their own hours of operation and workflow, which can have a flow-on effect to your business.\u003c/p\u003e\n\u003ch3\u003e3PL myths and misconceptions\u003c/h3\u003e\n\u003cp\u003ePlenty of myths and misconceptions exist about working with 3PLs. Here, we’ll break down three of the most common ones.\u003c/p\u003e\n\u003ch4\u003e“When you hand things over to a 3PL, you lose control.”\u003c/h4\u003e\n\u003cp\u003eIt’s true that inventory stored in a 3PL’s warehouse won’t be immediately accessible to you, which may feel disconcerting at first.\u003c/p\u003e\n\u003cp\u003eBut working with a 3PL actually allows you to regain control. When the pressure of shipping and fulfillment is taken off your plate and handed over to the experts, mistakes are less likely to occur. A good 3PL should also be able to provide reports and analytics, which lets you manage the process remotely and help you make better business decisions in the future.\u003c/p\u003e\n\u003ch4\u003e“3PLs are only for enterprise-sized businesses.”\u003c/h4\u003e\n\u003cp\u003eOn the contrary. If you have plans to scale or grow your business, a 3PL might be for you. Don’t assume that the cost of third-party warehousing and distribution is out of your price range—as we explain below, it can actually reduce your overhead costs and free up capital.\u003c/p\u003e\n\u003ch4\u003e“3PLs have too many hidden fees.”\u003c/h4\u003e\n\u003cp\u003eIt’s true that pricing for 3PLs can be complex, with additional fees that include inbound costs, storage costs, outbound costs, customs and duties, and even custom packaging.\u003c/p\u003e\n\u003cp\u003eBut these fees aren’t hidden—they’re clearly laid out, \u003ca href=\"/plus/guides/3pl-third-party-logistics\"\u003eprovided you know the right questions to ask before signing a contract with a 3PL\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eWhat are the types of 3PL companies?\u003c/h2\u003e\n\u003cp\u003eThere are several types of 3PLs:\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eFull-service providers\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eDo you have several warehouses dotted all over the place? Selling \u003ca href=\"/enterprise/b2b-cross-border-ecommerce\"\u003ecross-border\u003c/a\u003e has gotten much trickier to manage logistically. Plus, the supply chain crisis has made clear the importance of having real-time, multi-location inventory visibility.\u003c/p\u003e\n\u003cp\u003eNot only is knowing how much stock you have (and where) a key component of improving operational efficiency, so too is shipping inventory from the location closest to the customer, which cuts shipping costs. Full-service 3PLs help \u003ca href=\"/enterprise/blog/cross-border-ecommerce\"\u003ecross-border ecommerce\u003c/a\u003e brands become more efficient during and after crises.\u003c/p\u003e\n\u003cp\u003eFull logistics service providers, like the \u003ca href=\"https://www.shopify.com/fulfillment\"\u003eShopify Fulfillment Network\u003c/a\u003e, offer end-to-end solutions that get orders to your customers easily and quickly. With a vast network of strategically located fulfillment centers nationwide, full-service 3PLs like ours make sure you have the right merchandise at the right location, so orders ship faster and more cheaply.\u003c/p\u003e\n\u003cp\u003eAlongside faster and cheaper shipping, full-service 3PLs offer:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eInventory intelligence: Shopify recommends where inventory should be stored to be close to customers.\u003c/li\u003e\n\u003cli\u003eControl over fulfillment experience: Decide how fast orders are delivered and stand out with marketing inserts. Packaging is included with the pick rate and you can supply your own branded packaging.\u003c/li\u003e\n\u003cli\u003eEasy integration: No technical integration required. Shopify will help set up the Shopify Fulfillment app for you. Most 3PLs offer extensive integrations and ongoing maintenance.\u003c/li\u003e\n\u003cli\u003eSame-day fulfillment: Orders received by 4 p.m. ET are shipped out the same day.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWorld-class fulfillment that was once reserved for only the largest companies in the world is now accessible and affordable for every high-volume brand, thanks to SFN.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003e3PL warehouses\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eWarehouses that store, ship, and handle returns are the most common type of 3PL, with many offering super-fast two-day shipping options. And, if you’re expanding globally, \u003ca href=\"/enterprise/international-warehouses-ecommerce-guide\"\u003einternational warehouses\u003c/a\u003e can help build a global supply chain. Knowing how to refine product fulfillment workflows is a skill that comes with experience—one that retailers can lend from 3PL warehouses.\u003c/p\u003e\n\u003cp\u003eWhen choosing a 3PL warehouse, determine how many distribution centers you’ll have access to. You’ll need a larger network of warehouses if you promise customers expedited delivery. Shipping speed hinges on warehouses being geographically close to your customers. You’ll also need to \u003ca href=\"/enterprise/forecasting-methods-supply-chain\"\u003eaccurately forecast inventory levels\u003c/a\u003e to appropriately stock warehouses in your network.\u003c/p\u003e\n\u003cp\u003eIt’s also important to find out the time at which your warehouse stops fulfilling the day’s orders. If orders are placed after the warehouse cut-off time of 3 p.m., for example, they won’t go out until the next day. This impacts how you market fulfillment and the delivery dates consumers expect. (Remember: Just one later-than-expected delivery and you risk losing customers.)\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eTransportation-based 3PLs\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eTransportation-based 3PLs shuttle goods between locations. For example, they might transport inventory between your factory and your warehouse. They could also transfer stock between your store and a retail buyer.\u003c/p\u003e\n\u003cp\u003eThere are three main types of transportation-based 3PLs:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTraditional parcel transportation providers such as DHL, FedEx, UPS, and the USPS\u003c/li\u003e\n\u003cli\u003eSame-day delivery by local couriers like Postmates and UberRush\u003c/li\u003e\n\u003cli\u003eTransportation marketplaces like Flexport, Freightos, and GrandJunction\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWhen deciding on a 3PL parcel transportation provider, explain your origin and destination locations and the time frames you expect for stock to move between.\u003c/p\u003e\n\u003cp\u003eAsk about the shipping methods they use, the service levels, and any pricing/discount information they’ll give once your inventory increases. If you transport \u003ca href=\"/enterprise/blog/optimizing-logistical-networks-how-to-develop-a-world-class-supply-chain\"\u003einternational freight\u003c/a\u003e, some include brokerage fees; others include import/export taxes and duties in their costs.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eFinancial- and information-based 3PLs\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eMany retailers, due to the COVID-19 pandemic, are now focused on \u003ca href=\"https://hbr.org/2016/02/a-recession-doesnt-mean-your-startup-cant-grow\"\u003eunit economics\u003c/a\u003e. It’s a model that requires visibility into key \u003ca href=\"/enterprise/blog/warehouse-management\"\u003ewarehouse management\u003c/a\u003e processes like pick-to-pack to better understand and calculate the costs associated with each unit or item sold.\u003c/p\u003e\n\u003cp\u003eRetailers need to have the financial information associated with fulfillment at their fingertips. It’s the only way to make rapid and accurate decisions during crises and thereafter.\u003c/p\u003e\n\u003cp\u003eAfter you’ve scaled revenue to eight or nine figures, you might want to consider a financial- or information-based 3PL company. Consulting firms—like \u003ca href=\"http://www.chicago-consulting.com/\"\u003eChicago Consulting\u003c/a\u003e and \u003ca href=\"https://www.stonge.com/\"\u003eSt. Onge\u003c/a\u003e—provide industry-specific insight and can take the headache out of complex global supply-chain management. They also give internal controls on tasks like freight auditing, cost accounting, and \u003ca href=\"/enterprise/inventory-management-system\"\u003einventory management\u003c/a\u003e to ensure consistency.\u003c/p\u003e\n\u003ch2 id=\"7\"\u003eShould you work with an asset-based or a non-asset based 3PL?\u003c/h2\u003e\n\u003cp\u003eChoosing between an asset-based and a non-asset-based 3PL can be a big decision for brands. Let’'s break down what these terms mean and how to pick the right one for your business.\u003c/p\u003e\n\u003cp\u003eAsset-based 3PLs have their own warehouses, trucks, and other logistics equipment. Think of them as having all the tools in-house. Non-asset based 3PLs don’t own physical assets. Instead, they partner with other companies to use their equipment and facilities.\u003c/p\u003e\n\u003cp\u003eHere’s how to choose:\u003c/p\u003e\n\u003ch3\u003eCost\u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs might be pricier due to their investments in equipment, but they could offer more stable pricing. Non-asset-based 3PLs might be cheaper, but prices could change based on their partners.\u003c/p\u003e\n\u003ch3\u003eControl\u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs have more control over their operations, which can mean better quality and consistency. Non-asset-based 3PLs rely on partners, which might lead to less control but more flexibility.\u003c/p\u003e\n\u003ch3\u003eScalability\u003c/h3\u003e\n\u003cp\u003eNon-asset-based 3PLs can often scale up quickly by tapping into their network. Asset-based 3PLs might be limited by their physical resources.\u003c/p\u003e\n\u003ch3\u003eExpertise\u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs usually specialize in specific industries or regions where they have facilities. Non-asset-based 3PLs might offer a wider range of services across different areas.\u003c/p\u003e\n\u003ch3\u003eTechnology\u003c/h3\u003e\n\u003cp\u003eNon-asset-based 3PLs often focus more on tech solutions, while asset-based 3PLs might prioritize their physical infrastructure.\u003c/p\u003e\n\u003ch3\u003eCustomization \u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs can sometimes offer more tailored solutions, since they control their assets. Non-asset-based 3PLs might have less room for customization.\u003c/p\u003e\n\u003cp\u003eThere’'s no one-size-fits-all answer. The best choice depends on your brand’'s specific needs and goals. It’'s smart to talk to both types of 3PLs and compare how well they match your requirements before making a decision.\u003c/p\u003e\n\u003ch2 id=\"8\"\u003eWhat services does a 3PL provide?\u003c/h2\u003e\n\u003cp\u003eHere are the most important services to look for when engaging the services of a 3PL:\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eWarehouse and inventory management\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eA 3PL should provide inventory warehousing, as well as \u003ca href=\"/enterprise/inventory-management-system\"\u003einventory management solutions and software to manage it\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eBased on where most of your customers reside, it’s helpful to know where a 3PL’s warehouses are located. This can keep your merchandise within shipping zones, allowing you to provide same-day or two-day shipping.\u003c/p\u003e\n\u003cp\u003eA good 3PL will also relocate your inventory based on where orders are coming from. It will ship goods closer to your buyers to ensure they’re always available in the closest warehouse possible.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eOrder management and fulfillment\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eA 3PL should have a \u003ca href=\"/enterprise/order-management-system-oms\"\u003erobust order management system (OMS)\u003c/a\u003e to track stock levels across warehouses and to get the products into your customers’ hands, fast. This will be integrated with your own software, so that you’re able to maintain management of your shipping and fulfillment.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eShipping coordination\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003e3PLs either work with established carriers or have their own fleet \u003ca href=\"/blog/shipping-and-fulfillment\"\u003efor shipping and fulfilling orders\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eMost are adept at fulfilling shipping promises (such as two-day shipping), \u003ca href=\"/enterprise/ecommerce-fulfillment-free-shipping\"\u003ewhich has been proven to drive conversions at checkout\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eOrder tracking\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eA 3PL will send order confirmation to customers, as well as confirmation of shipping and delivery.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eReverse logistics and returns\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eIt’s not enough to simply ship orders out. A full-service 3PL will also manage your \u003ca href=\"/enterprise/reverse-logistics\"\u003ereturn and exchange processes\u003c/a\u003e, as well as the customer service that goes along with that.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eInternational logistics\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eFinally, if you’re scaling internationally, choose a 3PL with locations in multiple countries, which can help to reduce cross-border shipping and tax complexities.\u003c/p\u003e\n\u003ch2 id=\"9\"\u003eHow to choose a 3PL provider\u003c/h2\u003e\n\u003cp\u003eSelecting a third-party logistics service is likely one of the biggest decisions you’ll make as you scale your \u003ca href=\"/enterprise/blog/international-ecommerce-strategy\"\u003einternational ecommerce\u003c/a\u003e business. You’re putting trust in the provider you select to take care of your brand and deliver the customer experience you envision.\u003c/p\u003e\n\u003cp\u003eThe right partner can make or break your company’s logistics, customer service, and repeat purchase rate. Trusting someone with sales, inventory, and other sensitive information is a significant risk.\u003c/p\u003e\n\u003cp\u003eChoosing the right partner is a balance between quantitative data and relationship building.\u003c/p\u003e\n\u003cp\u003eWe asked a merchant success lead at Shopify Fulfillment Network what they would recommend when it comes to choosing a 3PL. Their top piece of advice? Don’t choose a 3PL based on where you are today, but rather where your business is going to be one to three years from now.\u003c/p\u003e\n\u003cp\u003e“Changing fulfillment providers can be strategically difficult and disruptive to your business, even when executed via the smoothest transition plan,” they said.\u003c/p\u003e\n\u003cp\u003e“It’'s best to pick a long-term partner and to anchor yourself to the one to three things that elevated that partner amongst the rest. Commerce and fulfillment will evolve over time, and by selecting a partner for the long term and establishing trust, you can benefit from their insight and suggestions into how to evolve your business along with the industry’s changing landscape.”\u003c/p\u003e\n\u003cp\u003eLikewise, choose a 3PL that is also looking for a long-term partnership, such as one that’s able to advise you on how to maximize sales, \u003ca href=\"/enterprise/blog/cost-reduction\"\u003ereduce costs\u003c/a\u003e, and optimize your supply chain operations.\u003c/p\u003e\n\u003ch3\u003eEvaluate their logistics operations\u003c/h3\u003e\n\u003cp\u003eThe advantage of using a 3PL is you can lean into a partner’s existing setup to store, pack, pick, and ship orders. Evaluate how efficient that process is and whether they’re equipped to handle a rise in inventory as your own business scales.\u003c/p\u003e\n\u003cp\u003eAsk the following questions:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow many warehouses do you operate?\u003c/li\u003e\n\u003cli\u003eDo you have locations in my high-volume areas?\u003c/li\u003e\n\u003cli\u003eHave you worked with companies in our industry? What vertical do you specialize in?\u003c/li\u003e\n\u003cli\u003eHow many orders do you ship each month (in the following categories: B2C, B2B, domestic, and international)?\u003c/li\u003e\n\u003cli\u003eWhat is your maximum capacity?\u003c/li\u003e\n\u003cli\u003eHas your capacity grown over time?\u003c/li\u003e\n\u003cli\u003eDo you handle reverse logistics?\u003c/li\u003e\n\u003cli\u003eHow do you execute next-day orders?\u003c/li\u003e\n\u003cli\u003eHow do you handle unexpected spikes in order volume?\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eAsk about the costs\u003c/h3\u003e\n\u003cp\u003eThere are steep set-up fees when partnering with a new 3PL, but as time goes on, you’ll likely save money on fewer overheads and labor costs. Calculate the potential savings by asking for a list of costs—and what that quote includes—before deciding on a partner. Ask:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eWhat are your hours of operations (including weekends and holidays)?\u003c/li\u003e\n\u003cli\u003eHow many shipments from your factory do you receive on a quarterly basis?\u003c/li\u003e\n\u003cli\u003eDo you provide custom packing slips and gift messages or gift cards?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“Look out for the quoted price and understand that it often won’t include value add-ons like marketing inserts, gift wrapping, and special packaging,” says Charles Michael, manager of strategic partnerships at \u003ca href=\"https://www.stitchlabs.com/\"\u003eStitch Labs\u003c/a\u003e. “If you feel like you’re getting too good a deal, you probably haven’t asked all the right questions.”\u003c/p\u003e\n\u003cp\u003eYou might have better shipping rates than the warehouse you’re evaluating. If so, ensure your warehouse partner will accept them. Conversely, larger warehouse networks often can use their heft to negotiate deeper discounts than lone businesses.\u003c/p\u003e\n\u003ch3\u003eSet reporting and communication expectations\u003c/h3\u003e\n\u003cp\u003eWhen working with a new 3PL, it’s crucial things switch over seamlessly. Monitor your customer support channels and social media for shipping-related complaints from customers. Also inquire about whether your 3PL options offer some form of reporting to help you keep track of things like timeliness of deliveries, order and delivery accuracy, and shipping-related damages.\u003c/p\u003e\n\u003cp\u003eSet expectations for that communication. How do they communicate about the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eNew orders\u003c/li\u003e\n\u003cli\u003eShipping notices\u003c/li\u003e\n\u003cli\u003eReturns\u003c/li\u003e\n\u003cli\u003eInventory counts\u003c/li\u003e\n\u003cli\u003eIncoming purchase orders\u003c/li\u003e\n\u003cli\u003eReceiving stock\u003c/li\u003e\n\u003cli\u003eAdjustment notifications\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eDetermine delivery service levels\u003c/h3\u003e\n\u003cp\u003eSweat the contract details before you commit to working with a new 3PL provider. Asking the following questions upfront prevents you from entering a contract with an untrustworthy logistics provider:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow do they compensate for delays?\u003c/li\u003e\n\u003cli\u003eDo they have an enforceable non-disclosure agreement?\u003c/li\u003e\n\u003cli\u003eDo they have strong customer references?\u003c/li\u003e\n\u003cli\u003eDo they have at least a two-year track record of financial stability, and are they willing to share financial statements with you?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDecide whether you prefer a refund or credit if shipments aren’t fulfilled on time. Be sure you know whether you’ll be credited for broken or lost items—understand the service-level guarantees offered to gauge your liabilities.\u003c/p\u003e\n\u003cp\u003eAlso, think about whether you want packages fully insured while in storage and during delivery and return. Be precise when negotiating. For instance, you may only want to insure items up to $100 or beyond. Understand if what you’re getting is insurance or simply a carrier-included liability.\u003c/p\u003e\n\u003ch3\u003eCheck for integrations\u003c/h3\u003e\n\u003cp\u003eGot your shortlist of 3PL providers? The final measure is to confirm the 3PL integrates with your existing inventory management system, order management system, \u003ca href=\"/enterprise/order-management-system-oms\"\u003eorder processing software\u003c/a\u003e, and/or warehouse management solution.\u003c/p\u003e\n\u003cp\u003eSynchronizing systems ensure orders are automatically fulfilled and shipped while simultaneously updating inventory levels.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow easy is your standalone platform to use?\u003c/li\u003e\n\u003cli\u003eDo you integrate directly with your Shopify store through an API or an approved app?\u003c/li\u003e\n\u003cli\u003eDo you have a standalone platform you can integrate with through an EDI or via FTP file transfers?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSome 3PLs integrate with Shopify directly to make changes on your behalf—like marking orders as fulfilled, processing refunds, or tracking stock. Your order management system becomes the single source of truth, regardless of whether you’re posting orders from your own warehouses or using a 3PL.\u003c/p\u003e\n\u003cp\u003eLooking for more advice on how to find the right 3PL partner? \u003ca href=\"/plus/guides/3pl-third-party-logistics\"\u003eDownload The Third-Party Logistics Checklist,\u003c/a\u003e which includes 45 key questions to ask prospective partners, along with advice from experts in the field.\u003c/p\u003e\n\u003ch2 id=\"10\"\u003eThe Shopify Fulfillment Network\u003c/h2\u003e\n\u003cp\u003eShopify Fulfillment Network (SFN) offers a powerful solution for businesses looking to streamline their \u003ca href=\"/enterprise/blog/ecommerce-logistics-at-scale\"\u003eecommerce logistics\u003c/a\u003e and scale operations. By partnering with Flexport, a trusted logistics provider, SFN brings advanced technology and efficiency to your fulfillment process.\u003c/p\u003e\n\u003cp\u003eHere’'s what makes SFN stand out:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eFast nationwide delivery:\u003c/strong\u003e Two- and three-day shipping across the US.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eData-driven network planning: \u003c/strong\u003eStrategic product placement based on demand.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSimplified inventory management: \u003c/strong\u003eSend to one location, let Flexport handle distribution.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSFN’'s integration with your Shopify store is seamless. You can monitor everything from fulfillment to inventory levels directly from your Shopify admin. \u003c/p\u003e\n\u003cp\u003eAs your business grows and evolves, you can easily adapt your fulfillment strategy. Choose delivery services that fit your current needs and adjust as necessary. Plus, SFN’'s pricing is competitive and transparent, ensuring you pay only for what your business requires.\u003c/p\u003e\n\u003cp\u003eBy leveraging Flexport’'s logistics expertise and Shopify’'s ecommerce know-how, SFN positions your brand for scalable, sustainable growth. The use of advanced technologies like machine learning means more efficient operations, lower costs, and happier customers.\u003c/p\u003e\n\u003ch2\u003ePartnering with a 3PL can change your business for the better\u003c/h2\u003e\n\u003cp\u003eWhether you’re partnering with a 3PL for the first time or decreasing the reliance you already have on one, the process is tough. Ecommerce brands can’t control the destiny of each of their business partners. But you can control the due diligence you conduct before selecting a 3PL.\u003c/p\u003e\n\u003cp\u003eBe thorough in your appraisal of potential partners. The right third-party logistics companies can change your business for the better—not just by taking the headache out of storing and delivering orders, but in the speedy delivery times you promise to customers.\u003c/p\u003e\n\u003cp\u003eThe Shopify Fulfillment Network can help high-volume businesses fulfill quickly and affordably.\u003c/p\u003e\n\u003cp\u003eLearn more about the \u003ca href=\"/plus/solutions/shipping\"\u003eShopify Shipping and Fulfillment\u003c/a\u003e solution.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"11\"\u003e3PL FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is 3PL vs. 4PL?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA third-party logistics company (3PL) handles outsourced logistics operations like warehousing and shipping for businesses. A fourth-party logistics provider (4PL) manages the entire supply chain, including overseeing 3PLs and other service providers, offering a more comprehensive solution.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the difference between 3PL and dropshipping?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003e3PL involves outsourcing logistics operations to a third party, while dropshipping is a retail model where the seller doesn’'t keep products in stock. In dropshipping, the retailer transfers customer orders directly to the manufacturer or wholesaler, who then ships the product to the customer.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a 3PL relationship?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA 3PL relationship is a relationship between a brand and a separate company that fulfills (prepares and delivers) customer orders on their behalf. Some 3PL relationships are embedded, meaning the 3PL partners with the brand and their supply chain more closely to avoid failures.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat industries use 3PL the most?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDHL is the leading third-party logistics provider in the world, and the top industries it serves include retail, technology, auto, manufacturing, energy, health care, chemicals, and the public sector.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the difference between a 3PL and a broker?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA 3PL provides a variety of transportation and logistics services to brands, while freight brokers act as an intermediary between brands and drivers. Freight brokers are different from 3PLs in that they’re specifically dedicated to matching up brands with drivers or carriers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you manage a 3PL?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eTo manage a 3PL provider, start by setting clear expectations. Then, establish a single point of contact who has experience with your supply chain and has the authority to make decisions. Next, set up recurring reviews where you can evaluate whether your 3PL is meeting expectations.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow can I monitor my 3PL performance?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eMost 3PLs provide some form of reporting to help you keep track of things like timeliness of deliveries, order and delivery accuracy, and shipping-related damages. You can also monitor your customer support channels and social media for shipping-related complaints from customers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the reason for using 3PL services?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eBrands use 3PL services when they can no longer handle storing, preparing, and delivering orders on their own. If you’re finding that your business has grown to the point that you no longer have the bandwidth to handle fulfillment, it may be time to hire a 3PL.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"3PL involves outsourcing logistics and supply chain management functions to external service providers. Learn how to choose your 3PL partner in this guide.","excerptHtml":"\u003cp\u003e3PL involves outsourcing logistics and supply chain management functions to external service providers. Learn how to choose your 3PL partner in this guide.\u003c/p\u003e","seo":{"__typename":"SEO","title":"What Is a 3PL? How To Choose a Provider in 2024","description":"3PL involves outsourcing logistics and supply chain management functions to external service providers. Learn how to choose your 3PL partner in this guide."},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[null,null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756283960","handle":"elise-dopson","field":{"__typename":"MetaobjectField","value":"Elise Dopson"}}},{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756546104","handle":"jessica-lockhart","field":{"__typename":"MetaobjectField","value":"Jessica Wynne Lockhart"}}}]},"value":"[\"gid://shopify/Metaobject/7756283960\",\"gid://shopify/Metaobject/7756546104\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"Resources to Help Merchants Get Online Fast, Optimize Stores, and Scale\",\"url\":\"enterprise/blog/resources-to-help-merchants-get-online-fast-optimize-stores-and-scale\"},{\"title\":\"How 3 Brands Scaled Their Ecommerce Subscription Model 100-350%\",\"url\":\"enterprise/blog/ecommerce-subscription-model\"},{\"title\":\"Multi-Channel Customer Acquisition: 7 Tips from $3.7M+ in Ad Spend\",\"url\":\"enterprise/blog/multi-channel-customer-acquisition\"},{\"title\":\"What Is Curbside Pickup (Click and Collect)?\",\"url\":\"enterprise/blog/click-and-collect\"},{\"title\":\"Ecommerce Marketing Strategies: A Comprehensive Guide for Growth\",\"url\":\"enterprise/blog/ecommerce-marketing-strategies\"},{\"title\":\"Ecommerce Agency Automation: Saving Time, Selling More \u0026 Launching Faster\",\"url\":\"enterprise/blog/ecommerce-agency-automation\"},{\"title\":\"International Ecommerce Strategy: New Tools to Simplify Global Growth for High-Volume Businesses\",\"url\":\"enterprise/blog/international-ecommerce-strategy\"},{\"title\":\"Native Advertising for Ecommerce: From Content Discovery to Scaling Sales\",\"url\":\"enterprise/blog/native-advertising-ecommerce\"},{\"title\":\"Shipping and Supply Chain Best Practices from UPS, Deloitte, and 6 River Systems\",\"url\":\"enterprise/blog/shipping-and-supply-chain-best-practices-from-ups-deloitte-and-6-river-systems\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NDkyNzg1MjAsImxhc3RfdmFsdWUiOjU1ODY0OTI3ODUyMH0=","node":{"__typename":"Article","id":"gid://shopify/Article/558649278520","handle":"ecommerce-returns","title":"Ecommerce Returns: Expert Guide to Best Practices (2024)","publishedAt":"2024-05-02T18:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/4Ypod67i41zZM3RxW3DGJB_ff8a67ff-704b-44c5-b8f5-27f7139ce094.jpg?v=1719388701","altText":"returrates","width":3840,"height":2160},"tags":["author:elise-dopson","locale:en","popular","topic:ecommerce-operations-logistics"],"contentHtml":"\u003cp\u003eEcommerce returns can be a disease—aggressively attacking profit margins, gutting conversion rates, and ultimately threatening your business. \u003c/p\u003e\n\u003cp\u003eCollectively, consumers returned products worth a staggering $743 billion in 2023—around 14.5% of total retail sales. The National Retail Federation estimates that these returns resulted in \u003ca href=\"https://nrf.com/research/customer-returns-retail-industry\"\u003e$400 billion\u003c/a\u003e in lost sales for U.S. retailers.\u003c/p\u003e\n\u003cp\u003eIt paints a bleak portrait, especially for online retailers. But the real cost driver is this: Many customers buy with an explicit plan to immediately return some or all of their items.\u003c/p\u003e\n\u003cp\u003eIn response, businesses are adding workers, increasing warehouse space, and establishing separate departments to handle \u003ca href=\"/enterprise/reverse-logistics\"\u003ereverse logistics\u003c/a\u003e. Returns are the new normal and are central to the customer experience. But they don’t have to be a plague.\u003c/p\u003e\n\u003cp\u003eIn fact, how you deal with \u003ca href=\"/blog/ecommerce-business-blueprint\"\u003eecommerce store\u003c/a\u003e returns—before and after purchase—can differentiate your brand, create a competitive advantage, and even make you more profitable.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is a return policy in ecommerce?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eWhat is the average return rate for ecommerce?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eThe state of ecommerce returns\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eHow to manage ecommerce returns \u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eBest software for handling ecommerce returns\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eEcommerce returns best practices\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eEcommerce returns FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is a return policy in ecommerce?\u003c/h2\u003e\n\u003cp\u003eA return occurs when a customer sends back something they bought online. It can happen for a variety of reasons, like dissatisfaction with the product, getting the wrong thing, or being damaged. It usually involves the customer requesting a return, shipping the item back, and then getting a refund or exchange.\u003c/p\u003e\n\u003cp\u003eA \u003ca href=\"/blog/return-policy\"\u003ereturn policy\u003c/a\u003e is a written set of rules that state what a store allows in terms of accepting returns. For example, \u003ca href=\"https://www.wayfair.com/help/article/return_policy\"\u003eWayfair’s return policy\u003c/a\u003e is as follows:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eReturns can be made within 30 days of purchase\u003c/li\u003e\n\u003cli\u003eThe product must be undamaged, disassembled, and in its original packaging\u003c/li\u003e\n\u003cli\u003eHowever, Wayfair also lists out items that are non-returnable no matter what\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eHaving a return policy can help protect your business from too many returns, especially if products are used or damaged.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eWhat is the average return rate for ecommerce?\u003c/h2\u003e\n\u003cp\u003eThe average return rate for ecommerce was \u003ca href=\"https://nrf.com/research/2023-consumer-returns-retail-industry\"\u003e17.6%\u003c/a\u003e in 2023. This means that for every 100 products sold, nearly 18 are returned. Factors contributing to a high return rate can include customer dissatisfaction, incorrect sizing, or the product not matching its online description.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eThe state of ecommerce returns\u003c/h2\u003e\n\u003cp\u003eUnderstanding what the state of ecommerce returns looked like in 2023 helps you get a grasp on what to expect in 2024. Keep this data in mind so you can plan for your upcoming returns.\u003c/p\u003e\n\u003ch3\u003eEcommerce return rates by industry\u003c/h3\u003e\n\u003cp\u003eEcommerce returns happen across all industries. It’s become a necessary evil for retailers. \u003c/p\u003e\n\u003cp\u003eHowever, we are seeing a large difference in returns via online purchases versus in-store purchases. The average retail return rate overall was \u003ca href=\"https://cdn.nrf.com/sites/default/files/2024-01/2023%20Consumer%20Returns%20in%20the%20Retail%20Industry.pdf\"\u003e14.5% in 2023\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe average return rate just for online purchases is higher, though, at 17.6%, and the average return rate for brick-and-mortar stores is 10.02%. We also have to consider BORIS, or buy-online-return-in-store, returns. When counting those numbers, the in-store return rate jumps to 13.3%.\u003c/p\u003e\n\u003cp\u003eIn addition, the \u003ca href=\"https://nrf.com/research/2023-consumer-returns-retail-industry\"\u003eNational Retail Federation reports\u003c/a\u003e that for every $1 billion in sales, the average retailer incurs $145 million in merchandise returns. Plus, the expectation of fraud, even when a receipt is present, sits at 13.7%, a small decrease from 2022’s reported 14%. \u003c/p\u003e\n\u003cp\u003eThe ecommerce categories that \u003ca href=\"https://www.statista.com/forecasts/997235/most-returned-online-purchases-by-category-in-the-us\"\u003eexperience the most returns\u003c/a\u003e are:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eClothing (25%)\u003c/li\u003e\n\u003cli\u003eVags, accessories, and shoes (18%) \u003c/li\u003e\n\u003cli\u003eFood and beverages (13%)\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eWhy do people return items?\u003c/h3\u003e\n\u003cp\u003eWhen asked why they returned items, \u003ca href=\"https://www.dealnews.com/features/retail-returns-2023.html\"\u003eDealNews found\u003c/a\u003e that 65% of online shoppers said the item didn’t fit. Other reasons include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eItem was damaged or defective (56%)\u003c/li\u003e\n\u003cli\u003eDidn’t like the item (44%)\u003c/li\u003e\n\u003cli\u003eItem didn’t match the description (31%)\u003c/li\u003e\n\u003cli\u003eFound a better price somewhere else (13%)\u003c/li\u003e\n\u003cli\u003eNo longer needed the item (12%)\u003c/li\u003e\n\u003cli\u003eBuyer’s remorse (11%)\u003c/li\u003e\n\u003cli\u003eOrdered the wrong item (11%)\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eEcommerce returns and the holiday season\u003c/h3\u003e\n\u003cp\u003eUnsurprisingly, the number of returns mirrors peak ecommerce sales periods. The holiday season, for example, is the most popular time of year for online shopping. In 2023, holiday online sales were estimated to reach \u003ca href=\"https://cdn.nrf.com/sites/default/files/2024-01/2023%20Consumer%20Returns%20in%20the%20Retail%20Industry.pdf\"\u003enearly $1 trillion\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eHoliday return rates sat around 15.4%, a decrease from the 17.9% average we’ve seen in years past. Whether it’s gifts a friend doesn’t like or trying to reclaim some money they spent in a holiday-inspired splurge, it’s why ecommerce brands receive the most returns throughout December, January, and February.\u003c/p\u003e\n\u003ch3\u003eThe impact of returns on customer loyalty \u003c/h3\u003e\n\u003cp\u003eWhen people do decide to return their online purchases, most retailers opt to refund the purchase price to a customer post-return. Some offer exchanges; others give a gift card to redeem on a future purchase.\u003c/p\u003e\n\u003cp\u003eRegardless of which refund type a retailer is offering, there are strong customer expectations to compete with. But put a foot wrong in this return experience and you’ll add a hurdle in your mission toward getting repeat customers. \u003c/p\u003e\n\u003cp\u003eGet the returns experience right and customers will return to buy again. You’ll make future purchase decisions easier and increase customer lifetime value. \u003c/p\u003e\n\u003ch2 id=\"4\"\u003eHow to manage ecommerce returns\u003c/h2\u003e\n\u003cp\u003eHaving a clear cut process to manage returns can make them less costly to your business. Keep these options in mind to help you build a better, more efficient process.\u003c/p\u003e\n\u003ch3\u003ePost the item back to your warehouse\u003c/h3\u003e\n\u003cp\u003eThis is the most popular returns process for \u003ca href=\"/blog/what-is-ecommerce\"\u003eecommerce\u003c/a\u003e-only brands that don’t also have a brick-and-mortar store. When a customer wants to return an item they’ve bought online, they post it back to your warehouse or fulfillment center. From there, the merchandising department inspects the product and confirms it’s eligible for a refund.\u003c/p\u003e\n\u003cp\u003eRetailers can save time on manual returns with return management apps. They speed up the process, give customers a status of their return, and update your \u003ca href=\"/enterprise/warehouse-management-system\"\u003einventory management system\u003c/a\u003e automatically (more on that later).\u003c/p\u003e\n\u003ch3\u003eReturn items to store\u003c/h3\u003e\n\u003cp\u003eIf you have a retail store, consider allowing ecommerce customers to visit it to return their items. This is the BORIS process we mentioned earlier. The returned goods can then be inspected and put back on the shelf for future customers.\u003c/p\u003e\n\u003cp\u003eNot only are store returns more convenient, but enticing customers to enter a store could prevent future returns. If a customer is returning a t-shirt that doesn’t fit, for example, they’ll have the opportunity to try on other sizes during their visit. That gives them more confidence in future purchase decisions—both online and offline—because they know their size.\u003c/p\u003e\n\u003ch3\u003eOutsource reverse logistics\u003c/h3\u003e\n\u003cp\u003eReturns management is a lengthy process. But it’s one you don’t have to handle in-house. \u003ca href=\"/enterprise/third-party-logistics-3pl\"\u003eThird-party logistics\u003c/a\u003e (3PL) partners handle the entire order fulfillment process—including returns. A provider offering \u003ca href=\"/enterprise/reverse-logistics\"\u003ereverse logistics\u003c/a\u003e stores a retailer’s inventory in a third-party warehouse. \u003c/p\u003e\n\u003cp\u003eWhen customers return an item the 3PL has previously shipped, it arrives back at their warehouse. Their team inspects the item and processes a refund. The approved returned item is then put back on the shelf to be picked for another order.\u003c/p\u003e\n\u003ccenter\u003e\u003ciframe title=\"YouTube video player\" src=\"https://www.youtube.com/embed/79Cey26VEao?si=feSnoMYr95TfcKCm\" height=\"315\" width=\"560\" allowfullscreen=\"\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/center\u003e\n\u003ch2 id=\"5\"\u003eBest software for handling ecommerce returns\u003c/h2\u003e\n\u003cp\u003eBrands can handle ecommerce returns by using one of the many \u003ca href=\"/enterprise/increase-conversion-aov-and-repeat-purchase-with-shipping-and-returns-apps\"\u003ereturns and exchange apps\u003c/a\u003e available in the Shopify App Store. These apps track and fulfill orders, get your products out the door, and protect your business from risky transactions.\u003c/p\u003e\n\u003cp\u003eAcross all Shopify businesses, 65% of refunds are performed manually, the remaining 35% via apps. Here are five of the most popular.\u003c/p\u003e\n\u003ch3\u003eHappy Returns\u003c/h3\u003e\n\u003cimg style=\"float: none;\" alt=\"Screenshot of Happy Returns screen on Shopify App Store\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/happyreturns.png?v=1715846202\"\u003e\n\u003cp\u003e\u003ca href=\"https://happyreturns.com/\"\u003eHappy Returns\u003c/a\u003e is an ecommerce returns management software used by retailers like Rothy’s, Everlane, and Andie. Sanaz Hajizadeh, Happy Returns’ director of product management, says, “Happy Returns offers box-free returns for online merchants through a combination of software and \u003ca href=\"/enterprise/reverse-logistics\"\u003ereverse logistics\u003c/a\u003e—pioneering in-person, aggregated returns that can help dramatically \u003ca href=\"/enterprise/ecommerce-shipping\"\u003ereduce shipping costs\u003c/a\u003e and the impact on the planet.\u003c/p\u003e\n\u003cp\u003e“Happy Returns covers all aspects of post-purchase: from tracking orders as they are fulfilled to providing flexible return options for merchants, no matter where their warehouse and shoppers are located.”\u003c/p\u003e\n\u003cp\u003eIn addition to its returns software, Happy Returns also provides online buy-and-return, in-store, and mail-return services for hundreds of leading merchants. It maintains a network of more than 2,600 Return Bar locations where online shoppers can drop off their returns in person. \u003c/p\u003e\n\u003cp\u003e“Every merchant should focus on selling and increasing revenue,” says Sanaz. “By using tools that automate the post-purchase process, they can reduce operational headaches. Of course, merchants can use one tool for each task, but combining them in one powerful tool makes it easier to gather data, manage their return policy, and keep everything seamless and on-brand.”\u003c/p\u003e\n\u003cp\u003e💡\u003ca href=\"https://apps.shopify.com/happyreturns\"\u003e\u003cstrong\u003eGet Happy Returns on the Shopify App Store\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eLoop\u003c/h3\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Screenshot from Loop Returns Shopify App Store profile\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/loopreturns.png?v=1715846202\"\u003e\n\u003cp\u003e\u003ca href=\"https://www.loopreturns.com/\"\u003eLoop\u003c/a\u003e is another customer returns management tool for Shopify sites. Customers submitting a return are incentivized to exchange the item, rather than return it. They can exchange an item for another size or color in one click.\u003c/p\u003e\n\u003cp\u003eShould a customer still want a refund for their purchase, Loop helps retailers streamline their returns process. It uses data from a returns form and your returns policy to automatically approve or deny requests. \u003c/p\u003e\n\u003cp\u003e\"We like Loop because it is incredibly user-friendly, so it’s super easy for customers to return items,” says Lanai Moliterno, founder of \u003ca href=\"https://livesozy.com/\"\u003eSozy\u003c/a\u003e. “We like this because it makes us look good and lets the customer leave with a positive experience. Because of the way that it’s set up, it makes it easy to swap out returns for other products in our shop, which helps keep the customer and the money.” \u003c/p\u003e\n\u003cp\u003e💡\u003ca href=\"https://apps.shopify.com/loop-returns\"\u003e\u003cstrong\u003eGet Loop on the Shopify App Store\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eAfterShip\u003c/h3\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Screenshot of Aftership Returns dashboard\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/aftershipreturns.png?v=1715846202\"\u003e\n\u003cp\u003e\u003ca href=\"https://www.aftership.com/\"\u003eAfterShip\u003c/a\u003e has its own Shopify app to assist with any post-purchase needs, including returns. Its main goal is to help businesses improve post-purchase retention, offering features such as tracking, returns, warranties, and more.\u003c/p\u003e\n\u003cp\u003eShopify merchants interested in using AfterShip can access it in the Shopify app store. While customers can take advantage of a number of great features, the returns management software offers a 50% reduction in returns processing time and a 50% increase in revenue retention by offering exchanges.\u003c/p\u003e\n\u003cp\u003e💡\u003ca href=\"https://apps.shopify.com/returns-center-by-aftership\"\u003e\u003cstrong\u003eGet AfterShip on the Shopify App Store\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eReturnLogic\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.returnlogic.com/\"\u003eReturnLogic\u003c/a\u003e is another returns management software that could be a great option for your ecommerce business. With automation tools to help make the process more efficient, ReturnLogic’s software has proven results, like a 30% decrease in returns and 15 minute decrease in return processing time.\u003c/p\u003e\n\u003cp\u003eReturnLogic also has a returns management tool specific to Shopify businesses, enabling our customers to set up a seamless return policy that makes their customers happy.\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eEcommerce returns best practices\u003c/h2\u003e\n\u003cp\u003eNow we know the process for handling ecommerce returns and the options available to you, there are still things you can do to reduce the number of returns you’re handling. (That’s the end goal, after all. Fewer returns mean happier customers and more revenue.)\u003c/p\u003e\n\u003cp\u003eHere are six ecommerce returns best practices to boost efficiency and cut costs.\u003c/p\u003e\n\u003ch3\u003eCreate a comprehensive return policy\u003c/h3\u003e\n\u003cp\u003eOne way to make returns easier for your customers is by creating a comprehensive return policy that is easy to find. Your return policy should include information like:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow long customers have to make a return\u003c/li\u003e\n\u003cli\u003eThe condition items must be in\u003c/li\u003e\n\u003cli\u003eHow and where customers can make a return\u003c/li\u003e\n\u003cli\u003eItems that can be returned vs. exchanged\u003c/li\u003e\n\u003cli\u003eWhat items can be exchanged for (full refund, store credit, etc.)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eUtilize our \u003ca href=\"/blog/return-policy\"\u003ereturn policy template\u003c/a\u003e to get started writing your own return policy. Make sure you link your return policy in the footer of your website as well as in prominent areas during the checkout process so that your customers can easily find it.\u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Rothy’s highlights its returns policy on each product page to increase conversions and prevent returns.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/rothyshighlights.png?v=1715846202\"\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://rothys.com/\"\u003eRothy’s\u003c/a\u003e highlights its return policy on each product page to increase conversions and prevent returns.\u003c/p\u003e\n\u003ch3\u003eMake product information accurate and easy to find \u003c/h3\u003e\n\u003cp\u003eIt's standard practice to check that all public-facing content—including product descriptions—is accurate and detailed. If the product arrives differently than expected, there's a high chance it'll be returned.\u003c/p\u003e\n\u003cp\u003eTo reduce returns and \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003eimprove conversions\u003c/a\u003e, make sure the following information is included on every product page across your \u003ca href=\"https://www.shopify.com/tour/ecommerce-website\"\u003eecommerce site\u003c/a\u003e:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eProduct weight and dimensions\u003c/li\u003e\n\u003cli\u003eMaterials used to make the product \u003c/li\u003e\n\u003cli\u003eSize guides, including the size a model is wearing (if appropriate)\u003c/li\u003e\n\u003cli\u003eYour return policy\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eTake \u003ca href=\"https://supplementwarehouse.com/\"\u003eSupplement Warehouse\u003c/a\u003e, for example. It ships 300 supplement packages daily through its warehouse, all of which are ordered through its ecommerce store. Its former marketing manager, Brian Anderson, explains that most people return their items because customers didn’t notice that their product contained a specific ingredient.\u003c/p\u003e\n\u003cp\u003e“Because we sell vitamins and supplements, many people order the product and wait until they have it in hand to review all of the ingredients,” says Brian. “Some are allergic, or their doctor tells them not to take it, so they end up returning it. We have made sure that all product labels are large and visible on product pages. This makes it easier for potential customers to read the label before they purchase.\"\u003c/p\u003e\n\u003cp\u003eAutomation helps solve most of these issues. Use plug-ins like \u003ca href=\"https://apps.shopify.com/low-stock-alert\"\u003eLow Stock Alert\u003c/a\u003e to see when items are running low. This prevents you from selling an item that isn’t available—and shipping the wrong item in its place.\u003c/p\u003e\n\u003cp\u003eAccording to Josh Wayne, VP of commerce products at \u003ca href=\"https://www.truecommerce.com/\"\u003eTrueCommerce\u003c/a\u003e, “A lot of brands try to manage all their product information manually, and with ecommerce channels growing so rapidly, it’s just not feasible to avoid mistakes that way.\u003c/p\u003e\n\u003cp\u003e“What ends up happening is, a customer orders a product, and when it arrives, it’s the wrong color or size or compatibility, because there was incorrect or missing information online. It’s an immediate return, and can also result in low ratings and reviews, which impact future sales,” Wayne adds. \u003c/p\u003e\n\u003ch3\u003eUse 3D/AR on your ecommerce website\u003c/h3\u003e\n\u003cp\u003eShopping in-store naturally has some advantages over shopping online. Amongst the biggest is the ability to see, try on, and interact with products before a customer decides to buy them.\u003c/p\u003e\n\u003cp\u003eAugmented reality (AR) technology helps online shoppers experience the same thing. Retailers can use it to show what their products look like when they are tried on, in a customer's home, or next to an item they own for a size comparison.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/plus/customers/gunner-kennels\"\u003eGunner Kennels\u003c/a\u003e, for example, uses augmented reality and 3D technology in its ecommerce store. It knew it would be difficult for customers to see the size of a dog crate and whether their pet would fit inside it—which would inevitably lead to returns. \u003c/p\u003e\n\u003cp\u003eWith the help of Shopify, Gunner Kennels developed 3D models of its crates. “With this technology, buyers can now use their device to place the crate right next to their dogs to confirm sizing, decreasing our return rate by 5%,” says Macey Benton, VP of marketing at Gunner Kennels. “We would like to use this feature on future products and other accessories moving forward.”\u003c/p\u003e\n\u003cp\u003eThe retailers’ investment in 3D and AR technology paid dividends: \u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eReturn rate reduced by 5%\u003c/li\u003e\n\u003cli\u003eCart conversion rate increased by 3%\u003c/li\u003e\n\u003cli\u003eOrder conversion rate increased by 40%\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e📚Learn more:\u003c/strong\u003e\u003ca href=\"/enterprise/augmented-reality-ecommerce-shopping\"\u003eAugmented Reality in Ecommerce: How AR, VR, and 3D Are Changing Online Shopping\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003ePack and ship items securely\u003c/h3\u003e\n\u003cp\u003eIt's easy to think that once an item has left your warehouse, it's off your plate. The truth is that some items are returned because they arrived faulty or damaged. But you wouldn't ship them in that state. Something went wrong in transit. \u003c/p\u003e\n\u003cp\u003eGranted, your delivery carrier plays a big role in this. But there are steps you can take to minimize the chances of an item becoming broken or faulty through shipping—and therefore, being returned:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eInspect every item of clothing before it’s dispatched to a customer\u003c/li\u003e\n\u003cli\u003eUse protective material, such as bubble wrap, in a delicate package\u003c/li\u003e\n\u003cli\u003eAdd Fragile labels to parcels with easily breakable items inside (like glass)\u003c/li\u003e\n\u003cli\u003eUse the correct parcel size so items don’t jolt around in transit\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eMake your return process sustainable \u003c/h3\u003e\n\u003cp\u003eMost companies’ return processes don’t meet sustainability standards. In fact, the transport of goods and people is among the top contributors to\u003ca href=\"https://ourworldindata.org/emissions-by-sector\"\u003e global carbon emissions\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003ePreventing the likelihood of returns help to reduce your ecommerce brand’s carbon footprint. The fewer packages that come your way, the less fuel and resources you use.\u003c/p\u003e\n\u003cp\u003eUnfortunately, you’ll still deal with returns. Make sure your ecommerce return policy is \u003ca href=\"/enterprise/sustainable-supply-chain\"\u003emore sustainable\u003c/a\u003e by ditching the prepackaged free-return labels in your parcels. Printing those labels—even for customers who don’t need them—is wasteful. Instead, ask customers to go online and print their own labels when needed.\u003c/p\u003e\n\u003ch3\u003eKeep customers informed about the status of their return\u003c/h3\u003e\n\u003cp\u003eFor ecommerce businesses, brand perception and reputation are everything. Just one tweet like this can influence another customer’s decision to purchase from you or a competitor:\u003c/p\u003e\n\u003cp\u003eThe most important question to ask when assessing your reverse logistics process is whether or not you’re designing and optimizing the experience for the customer or for your business—ideally, it’s a mix of both.\u003c/p\u003e\n\u003cp\u003eWhen in doubt, default to the customer. First, keep them up to speed on the returns process while in the flow, either by email or, preferably, via Facebook Messenger or SMS. If your OMS facilitates this, incredible. Second, get feedback and ratings on the returns process itself—that’s where you’ll find gold nuggets to set yourself apart from the competition.\u003c/p\u003e\n\u003cp\u003eFind a shipping carrier that supplies tracking information. Most offer tracking numbers for customers to see the location of their returned parcel. Once it arrives at your warehouse, send the customer an automated message to confirm you’ve got it. Give them an ETA on how long they should expect to wait for a refund.\u003c/p\u003e\n\u003ch3\u003eProtect your business against ecommerce return fraud \u003c/h3\u003e\n\u003cp\u003eFraudulent return requests cause the biggest losses for \u003ca href=\"https://www.statista.com/statistics/1297173/fraud-losses-online-merchants-us-type/\"\u003e15% of all retailers\u003c/a\u003e, which is why return fraud has become more of a priority for retailers.\u003c/p\u003e\n\u003cp\u003eIt’s crucial to separate the types of returners and track them automatically. A tool like \u003ca href=\"/plus/solutions/ecommerce-automation\"\u003eShopify Flow\u003c/a\u003e can help. Establish \u003ca href=\"/enterprise/ecommerce-automation-software-shopify-flow#9\"\u003erefund thresholds\u003c/a\u003e based on per-order dollar values or the number of returned items. Second, use that threshold to automatically:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTag customers for identification and segmentation\u003c/li\u003e\n\u003cli\u003eNotify your customer service team via email or Slack to investigate\u003c/li\u003e\n\u003cli\u003eAdd those customers as a segment within an onsite personalization tool to exclude them from \u003ca href=\"/enterprise/ecommerce-fulfillment-free-shipping\"\u003efree shipping\u003c/a\u003e and/or full-refund offers\u003c/li\u003e\n\u003cli\u003eExclude them from free shipping at checkout by creating a \u003ca href=\"https://help.shopify.com/en/manual/apps/apps-by-shopify/script-editor/shopify-scripts#shipping-methods\"\u003eshipping script\u003c/a\u003e based on one or more of your customer tags\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSome retailers—including \u003ca href=\"https://www.wsj.com/articles/banned-from-amazon-the-shoppers-who-make-too-many-returns-1526981401\"\u003eAmazon\u003c/a\u003e and \u003ca href=\"https://www.bbc.co.uk/news/business-47820387\"\u003eASOS\u003c/a\u003e—are reportedly updating their returns policy to blacklist serial returners. While extreme, such actions are often necessitated by the first type of habitual returner. \u003c/p\u003e\n\u003cp\u003eIf blacklisting customers isn’t an option for your ecommerce business, there are other things you can do to prevent return fraud:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eChoose a delivery carrier that supplies tracking numbers or proof of delivery. For example, a photo inside a customer’s open doorway.\u003c/li\u003e\n\u003cli\u003eSubstitute exchanges or store credit for cash refunds. There’s less incentive for someone to try and return a stolen item if they’re getting a like-for-like back. \u003c/li\u003e\n\u003cli\u003eOffer a longer exchange window than you do for a refund. This ensures your customer still has ample time to return but makes an exchange more likely.\u003c/li\u003e\n\u003cli\u003eDitch free return shipping to make it harder for fraudsters to push their luck with return fraud. \u003c/li\u003e\n\u003cli\u003eOnly process returns if the item comes with a receipt or proof of purchase. This prevents people from returning stolen merchandise or items purchased from another retailer. You’ll also see the exact amount they paid for the item to process a refund. \u003c/li\u003e\n\u003cli\u003eDon’t accept returned items of clothing without the original tag or protective seal. This prevents wardrobing: when a customer wears an item and returns it as if it were new.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eEcommerce returns are inevitable, but manageable\u003c/h2\u003e\n\u003cp\u003eWith over \u003ca href=\"https://cdn.nrf.com/sites/default/files/2024-01/2023%20Consumer%20Returns%20in%20the%20Retail%20Industry.pdf\"\u003e17%\u003c/a\u003e of all online purchases eventually diverting back toward the retailer’s warehouse, ecommerce returns aren’t something you can ignore.\u003c/p\u003e\n\u003cp\u003eDo everything you can to prevent returns—from writing accurate product descriptions to picking and packing items securely.\u003c/p\u003e\n\u003cp\u003eRemember that a small number of returns is inevitable. When it happens, keep customers informed about the status of their return. Choose sustainable options. Prevent return fraud by offering online store credit instead of cash refunds. Consider outsourcing reverse logistics if it’s becoming too time-consuming to handle in-house. \u003c/p\u003e\n\u003cp\u003eThe returns process might be the final part in a first-time customer’s journey with you. But it’s still just as important as the first part.\u003c/p\u003e\n\u003cp\u003eLooking for a returns management platform that works seamlessly with your Shopify site? \u003ca href=\"https://www.shopify.ca/plus/partners/technology\"\u003e\u003cstrong\u003eCheck out our partners\u003c/strong\u003e\u003c/a\u003e.\u003c/p\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\" style=\"text-align: left;\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"7\"\u003eEcommerce returns FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do I avoid returns on ecommerce?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eWhile you can never fully avoid ecommerce returns, there are a few tips to keep in mind to help minimize the number of returns you get:\u003cbr\u003e\n\u003cul\u003e\n\u003cli\u003eOffer 3D tours, AR try-ons, or videos to showcase every aspect of your products\u003c/li\u003e\n\u003cli\u003eProvide all relevant product information upfront\u003c/li\u003e\n\u003cli\u003ePack and ship your items securely so they always arrive intact\u003c/li\u003e\n\u003cli\u003eCharge for returns or for shipping returns\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow important are returns in ecommerce?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eEcommerce returns build trust and customer satisfaction. Customers will be more loyal and repeat customers if you have a flexible and hassle-free return policy. Meanwhile, a complicated or strict return policy might keep customers away.\u003c/div\u003e\n\u003cdiv itemprop=\"text\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a normal return rate for ecommerce?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eThe average ecommerce return rate is 17.6%.\u003c/div\u003e\n\u003cdiv itemprop=\"text\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow does an ecommerce return work?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eIn most cases, customers are given a specific time period to send back their returned items. Stores' return time limits range from 30 to 60 days.\u003c/div\u003e\n\u003cdiv itemprop=\"text\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you calculate an ecommerce return rate?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eTo calculate an ecommerce return rate, divide the amount of items returned by the total number of items sold and multiply by 100.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Ecommerce returns are inevitable, but manageable. Here’s how to reduce the number of returns you get—and provide A+ experiences to people who return items.","excerptHtml":"\u003cp\u003eEcommerce returns are inevitable, but manageable. Here’s how to reduce the number of returns you get—and provide A+ experiences to people who return items.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-09-06T12:00:00.000Z","key":"published_date"},null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756283960","handle":"elise-dopson","field":{"__typename":"MetaobjectField","value":"Elise Dopson"}}}]},"value":"[\"gid://shopify/Metaobject/7756283960\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"Holiday Ecommerce: 10 Marketing Strategies from +$1.5B in Online Sales\",\"url\":\"enterprise/blog/holiday-ecommerce\"},{\"title\":\"21 Ecommerce Personalization Examples \u0026 7 Scalable Tactics\",\"url\":\"enterprise/blog/ecommerce-personalization-examples\"},{\"title\":\"What is 3PL: How to Select a Third-Party Logistics Partner\",\"url\":\"enterprise/blog/third-party-logistics-3pl\"},{\"title\":\"What Is a Warehouse Management System? Definition and Software Review\",\"url\":\"enterprise/blog/warehouse-management-system\"},{\"title\":\"How to Choose An Enterprise Ecommerce Platform\",\"url\":\"enterprise/blog/enterprise-ecommerce-platforms\"},{\"title\":\"What is Headless Commerce: A Complete Guide for 2022\",\"url\":\"enterprise/blog/headless-commerce\"},{\"title\":\"What are the retail trends for 2023?\",\"url\":\"plus/commerce-trends/retail\"},{\"title\":\"Wholesale Ecommerce: What is It and How to Start?\",\"url\":\"enterprise/blog/wholesale-ecommerce-websites\"},{\"title\":\"Omnichannel vs Multichannel: What is the Difference and Why Does It Matter?\",\"url\":\"enterprise/blog/omni-channel-vs-multi-channel\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NDg2MjMxNjAsImxhc3RfdmFsdWUiOjU1ODY0ODYyMzE2MH0=","node":{"__typename":"Article","id":"gid://shopify/Article/558648623160","handle":"global-ecommerce-statistics","title":"Global Ecommerce Statistics: Trends to Guide Your Store in 2025","publishedAt":"2024-09-10T07:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/global-ecommerce-statistics.png?v=1727100293","altText":"A transparent globe on a laptop in a monochrome blue setting, symbolizing global connectivity.","width":1848,"height":782},"tags":["author:michael-keenan","locale:en","popular","topic:industry-insights-and-trends","topic:unified-commerce"],"contentHtml":"\u003cp\u003eEcommerce is many things: cross-border commerce, borderless business, and international online retail. But more important than what it is, is what it isn’t. \u003c/p\u003e\n\u003cp\u003eEcommerce is not a luxury. It’s not one strategy among many. Becoming an online business is a necessity. Recent studies show that around \u003ca href=\"https://www.oberlo.com/statistics/how-many-people-shop-online\"\u003e2.71 billion consumers \u003c/a\u003ewill shop online in 2024.\u003c/p\u003e\n\u003cp\u003eUnfortunately, ecommerce is also fraught with questions: Where to invest? What countries present the best product-market fit? How do you attract non-local buyers? Which is most important: translation, currencies, payment options, or something else entirely?\u003c/p\u003e\n\u003cp\u003eThis guide will give you an inside look at \u003ca href=\"/enterprise/blog/global-commerce\"\u003eglobal ecommerce\u003c/a\u003e, with tips on how you can expand into the market.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents:\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is global ecommerce?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow big is the ecommerce market?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eTop global ecommerce statistics\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eGlobal ecommerce trends to watch\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eSet up your international ecommerce strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eGet a head start with Shopify Marketplace\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is global ecommerce?\u003c/h2\u003e\n\u003cp\u003eGlobal ecommerce is the selling of products or services across geopolitical borders from a company’s country of origin, normally defined as its founding or incorporating location. Products or services are sold into non-native markets via online sales and marketing.\u003c/p\u003e\n\u003cp\u003eThe advantages of \u003ca href=\"/plus/solutions/international-ecommerce\"\u003einternational ecommerce\u003c/a\u003e are:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eEasier expansion into foreign markets\u003c/li\u003e\n\u003cli\u003eEasier-to-find product-market fit\u003c/li\u003e\n\u003cli\u003eShorter \u003ca href=\"/enterprise/b2b-sales\"\u003eB2B sales\u003c/a\u003e cycles\u003c/li\u003e\n\u003cli\u003eQuicker building of international presence\u003c/li\u003e\n\u003cli\u003eLower barriers to entry\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWorldwide, it is anticipated that B2B ecommerce will reach \u003ca href=\"https://www.trade.gov/ecommerce-sales-size-forecast\"\u003e$36 trillion by 2026\u003c/a\u003e. And B2C ecommerce will reach $5.5 trillion by 2027. \u003c/p\u003e\n\u003ch2 id=\"2\"\u003eHow big is the ecommerce market?\u003c/h2\u003e\n\u003cp\u003eThe global ecommerce market is expected to total \u003ca href=\"https://www.trade.gov/ecommerce-sales-size-forecast\"\u003e$4.8 trillion\u003c/a\u003e in 2025. That figure is estimated to grow over the next few years, showing that \u003ca href=\"/enterprise/blog/cross-border-ecommerce\"\u003eborderless ecommerce\u003c/a\u003e is becoming a profitable option for online retailers. By 2027, about \u003ca href=\"https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/\"\u003e23% of total retail\u003c/a\u003e sales will happen online. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/globalecommrev.png?v=1726004904\" alt=\"graph showing total ecommerce revenue redone by shopify\"\u003e\n\u003cfigcaption\u003e\n\u003cp\u003e\u003ca href=\"https://www.trade.gov/ecommerce-sales-size-forecast\"\u003e\u003cem\u003eInternational Trade Administration\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\n\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eCasey Armstrong, CMO at ecommerce fulfillment brand \u003ca href=\"https://www.shipbob.com/\"\u003eShipBob\u003c/a\u003e, adds, “While a lot of focus in ecommerce centers around the United States and Canada, there is a lot to learn from other large international players who are seeing an even more accelerated ecommerce growth rate.\u003c/p\u003e\n\u003cp\u003e“Merchants can shift where they sell based on this data and the demand for \u003ca href=\"/blog/what-is-ecommerce\"\u003eecommerce\u003c/a\u003e from these countries. At ShipBob, it’s why we have opened fulfillment centers in Canada and the UK and are about to open another in Australia.”\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eTop global ecommerce statistics \u003c/h2\u003e\n\u003cp\u003eIf you’re running an online store, staying updated on the ecommerce industry is important for maximizing revenue. Below are the top statistics from around the world, so you can be more prepared for the year ahead.\u003c/p\u003e\n\u003ch3\u003e1. LATAM continues to adopt ecommerce in coming years. \u003c/h3\u003e\n\u003cp\u003eLatin America (including Peru, Brazil, Argentina, Chile, Colombia, and Mexico) will see a \u003ca href=\"https://americasmi.com/insights/latin-america-e-commerce-market-projections-2024/\"\u003e22% growth between 2023 and 2026\u003c/a\u003e—accumulating more than $700 billion in total combined online retail sales. There’s a \u003ca href=\"https://www.worldbank.org/en/news/feature/2012/11/13/crecimiento-clase-media-america-latina\"\u003egrowing middle class\u003c/a\u003e and increasing disposable income in LATAM. Ecommerce is one of many goods and services that are benefiting from this socioeconomic shift.\u003c/p\u003e\n\u003ch3\u003e2. The Philippines’ ecommerce market is the fasting growing in the world.\u003c/h3\u003e\n\u003cp\u003eThe Philippines’ \u003ca href=\"https://www.statista.com/statistics/266064/revenue-growth-in-e-commerce-for-selected-countries/\"\u003eecommerce market is the fastest-growing\u003c/a\u003e in the world, with a 24.1% growth in sales in 2023. The Philippines is on track to become an upper-middle-class\u003ca href=\"https://www.pna.gov.ph/articles/1205987\"\u003e country by 2025\u003c/a\u003e, with more disposable incomes and consumer spending. \u003c/p\u003e\n\u003cp\u003ePH has a relatively young population that’s more tech-savvy and open to adopting new technologies. This makes ecommerce in the country a ripe market. The \u003ca href=\"https://openknowledge.worldbank.org/bitstreams/e55977cb-2e04-5050-b8c9-5842ac743db4/download\"\u003ePhilippine government has initiatives\u003c/a\u003e to boost the digital economy, including improving internet infrastructure and adopting policies that encourage digital payments, ecommerce operations, and growth.\u003c/p\u003e\n\u003ch3\u003e3. Almost half of US shoppers plan to spend more online in 2024.\u003c/h3\u003e\n\u003cp\u003eRoughly 42% of American respondents in a survey stated they planned to spend more online over the next year, \u003ca href=\"https://www.retaildive.com/news/consumers-spend-online-2024-survey/701555/\"\u003eRetail Dive\u003c/a\u003e reports. \u003c/p\u003e\n\u003cp\u003eA major driver for making online purchases is convenience, while the biggest drawback—not being able to try products—is becoming less of a concern. According to survey results, 29% of respondents rated low prices as the top feature of online shopping, followed by shipping times and costs (21%), selection (21%), and user-friendliness (19%).\u003c/p\u003e\n\u003ch3\u003e4. As of January 2024, the average conversion rate across ecommerce sites was 1.88%, a 0.14% increase from the previous year.\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx\"\u003eIRP Commerce\u003c/a\u003e suggests a positive trend in conversion efficiency globally. While .14% might seem like a small number, it indicates improvements in various factors that influence consumer purchasing decisions, such as website design, user experience, product offerings, pricing, and marketing strategies. \u003c/p\u003e\n\u003ch3\u003e5. The global B2C ecommerce is expected to reach $9 trillion by 2032.\u003c/h3\u003e\n\u003cp\u003eThe global B2C ecommerce market reached \u003ca href=\"https://www.cmswire.com/the-wire/b2c-e-commerce-market-report-2024-a-valuation-of-us-90-trillion-predicted-by-2032-imarc-group/\"\u003e$4.8 trillion\u003c/a\u003e in 2023 and is expected to grow to $9 trillion by 2032—a growth rate of 7% between 2024 and 2027. The continued growth of ecommerce will give brands more opportunities to expand internationally. With tools like \u003ca href=\"https://help.shopify.com/en/manual/markets\"\u003eShopify Markets\u003c/a\u003e, you can easily handle localization, regulatory requirements, and international payment methods in one place. \u003c/p\u003e\n\u003ch3\u003e6. Social commerce is poised to grow at a CAGR of 30% from 2023 to 2030.\u003c/h3\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.futuremarketinsights.com/reports/social-commerce-market\"\u003emost recent global social commerce statistics\u003c/a\u003e indicate that the market reached $945.92 billion in 2023. It’s projected to grow at a compound annual growth rate (CAGR) of around 30%, reaching $13 trillion by 2033. This growth is driven by the increasing integration of social media platforms like TikTok, Instagram, and Facebook into ecommerce, particularly with the rising use of livestream shopping and short-form video content. \u003c/p\u003e\n\u003ch3\u003e7. 89% of retailers foresee an increase in revenue between 1% and 9% for 2024.\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eDeloitte’s 2024 Global Retail Outlook report\u003c/a\u003e revealed a generally optimistic outlook for the global retail sector, despite ongoing economic challenges. \u003c/p\u003e\n\u003cp\u003eAfter the disruptions caused by COVID-19, retailers have adapted to changes in consumer behavior, particularly the shift to online shopping. As markets stabilize and consumers resume regular spending habits, retailers see more consistent revenue streams.\u003c/p\u003e\n\u003cp\u003eWhile this impact is global, European retailers expect higher revenue growth, with a larger proportion anticipating a 5% to 9% increase.\u003c/p\u003e\n\u003ch3\u003e8. 47% of leaders indicated ecommerce profitability is a primary driver of operating margin increases in 2024.\u003c/h3\u003e\n\u003cp\u003eAs ecommerce matures, \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eDeloitte found\u003c/a\u003e retailers are focusing on making online sales more profitable rather than just expanding market share. Initial efforts to capture ecommerce demand were often made at the expense of margins due to high investments in infrastructure, logistics, and digital transformation.\u003c/p\u003e\n\u003cp\u003eNow, with infrastructure in place and technology costs stabilizing, retailers are shifting focus to optimizing those operations for profitability.\u003c/p\u003e\n\u003ch3\u003e9. 97% of companies globally reconfigured their supply chains in 2023.\u003c/h3\u003e\n\u003cp\u003eThis \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003erising trend\u003c/a\u003e highlights the growing recognition among businesses that their supply chains must be more adaptable to external challenges such as geopolitical tensions, fluctuating demand, and cost pressures.\u003c/p\u003e\n\u003cp\u003eCompanies are focusing on mitigating risks and striving to make their supply chains more efficient by incorporating new technologies, diversifying suppliers, and leveraging government incentives.\u003c/p\u003e\n\u003ch3\u003e10. Global lead time for production materials in April 2024 was 79 days.\u003c/h3\u003e\n\u003cp\u003eIn April 2024, the \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003eaverage global lead time\u003c/a\u003e for production materials was 79 days. While this is a marked improvement from the peak of 100 days in July 2022, it remains above the pre-pandemic average of 65 days in 2019.\u003c/p\u003e\n\u003ch3\u003e11. Shipping rates saw a 193% rate increase since October 2023.\u003c/h3\u003e\n\u003cp\u003eAs of February 1, 2024, the rate for shipping from China to the East Coast of the United States was $6,589 for a 40-foot equivalent unit, reflecting a \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003e193% rate increase\u003c/a\u003e since October 2023.\u003c/p\u003e\n\u003cp\u003eThis dramatic rise in shipping rates reflects the broader challenges facing global logistics, driven by ongoing supply chain disruptions, capacity constraints, and geopolitical tensions.\u003c/p\u003e\n\u003ch3\u003e12. 46% of retail respondents expect AI to enhance end-to-end supply chain visibility.\u003c/h3\u003e\n\u003cp\u003eGlobal supply chains are intricate networks spanning multiple geographies, often involving many suppliers, manufacturers, and logistics partners. The COVID-19 pandemic exposed the vulnerabilities of these supply chains, highlighting the need for more resilient, responsive systems\u003c/p\u003e\n\u003cp\u003eAI is seen as a solution to this challenge because it can process vast amounts of data in real time, enabling retailers to have a more transparent and comprehensive view of their supply chain operations. This means tracking inventory levels, predicting supply chain bottlenecks, and ensuring that goods are moved and delivered as efficiently as possible.\u003c/p\u003e\n\u003ch3\u003e13. Foreign direct investment in North America has grown by 134% since 2020.\u003c/h3\u003e\n\u003cp\u003eThe increase in foreign direct investment (FDI) in North America—\u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003e134%\u003c/a\u003e since introducing the US-Mexico-Canada Agreement (USMCA) in 2020—is a pivotal development for global commerce. \u003c/p\u003e\n\u003cp\u003eIn particular, Mexico saw a surge in FDI, landing nearly US$19 billion in the first quarter of 2023 alone, representing a 48% year-over-year increase, with 53% of that investment flowing into the manufacturing sector. \u003c/p\u003e\n\u003cp\u003eBy investing heavily in North American manufacturing, global companies are not only taking advantage of trade agreements like the USMCA, which offers reduced tariffs and other incentives, but also positioning themselves to meet demand more effectively by reducing dependence on far-flung global supply chains, particularly in regions like Asia.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eGlobal ecommerce trends to watch\u003c/h2\u003e\n\u003ch3\u003e1. Global inflation pressures\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.insiderintelligence.com/content/how-inflation-affects-online-businesses-sponsored-content\"\u003eInflation’s ripple effects\u003c/a\u003e continue to be felt across the ecommerce landscape in 2024, influencing not only the cost of goods but also consumer spending and business operations. As raw material and transportation costs rise, ecommerce businesses, particularly those dependent on imports, face the challenge of increased product prices. \u003c/p\u003e\n\u003cp\u003eThis can lead to more price-sensitive consumers, potentially reducing demand and impacting sales and profits. \u003c/p\u003e\n\u003cp\u003eFor example, Retail Economics and Metapack found that \u003ca href=\"https://www.retaileconomics.co.uk/retail-insights/thought-leadership-reports/impact-of-inflation-and-changing-consumer-behaviour-on-the-retail-sector-ecommerce-delivery-benchmark-report-2023\"\u003e57% of consumers\u003c/a\u003e are worried about inflation, which is the biggest concern for consumers in 2023. Also, 72% of shoppers plan to change their buying behavior as a result, with even the most affluent 61% planning to switch up their habits. \u003c/p\u003e\n\u003cp\u003eRetailers are feeling the burn, with \u003ca href=\"https://www.getresponse.com/blog/impact-of-inflation-retailers\"\u003e79% of American retailers\u003c/a\u003e feeling the effects of inflation in the past six months. To counter the problem, 72% of retailers plan to raise their prices within the next six months.\u003c/p\u003e\n\u003cp\u003eSome ecommerce businesses are turning to omnichannel marketing strategies. By engaging customers across multiple touchpoints, businesses can offer a seamless shopping experience, potentially offsetting the dampening effects of inflation on consumer spending. \u003c/p\u003e\n\u003cp\u003eTo stay afloat, ecommerce owners must remain proactive, vigilant, and adaptable, constantly seeking solutions to mitigate inflation’s impact on their operations and maintain competitiveness in the market.\u003c/p\u003e\n\u003ch3\u003e2. More consumers will shop on their smartphones\u003c/h3\u003e\n\u003cp\u003eConsumers love convenience—it’s why they shop online using their mobile phones. But this isn’t a fad. The rise of \u003ca href=\"/enterprise/mobile-commerce-future-trends\"\u003emobile commerce\u003c/a\u003e (m-commerce) is significant, with some forecasting it to reach \u003ca href=\"https://www.insiderintelligence.com/insights/mobile-commerce-shopping-trends-stats/\"\u003e$558 billion in 2024\u003c/a\u003e, accounting for 7.6% of total retail sales. \u003c/p\u003e\n\u003cp\u003eIn 2023, nearly 80% of global consumers used their smartphone to access a retailer’s website while shopping in-store. Another 74% used a retailer’s app while shopping, according to \u003ca href=\"https://www.insiderintelligence.com/insights/mobile-commerce-shopping-trends-stats/\"\u003eInsider Intelligence\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eM-commerce involves shopping online through mobile devices like smartphones or tablets. Mobile ecommerce will continue to break out over the next few years. Technological advances like branded mobile apps, 5G wireless, and social shopping make it easier for people to shop on their phones.\u003c/p\u003e\n\u003cp\u003eOnline retail continues to expand due to the increasing use of smartphones and tablets globally. The global mobile commerce market was worth \u003ca href=\"https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/\"\u003e$2.2 trillion in 2023\u003c/a\u003e, making up 60% of all global ecommerce sales. Global \u003ca href=\"/enterprise/social-commerce-trends\"\u003esocial commerce\u003c/a\u003e sales are set to reach \u003ca href=\"https://newsroom.accenture.com/news/2022/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds\"\u003e$1.2 trillion\u003c/a\u003e by 2025. And leading this front are millennials and Gen Z online shoppers. \u003c/p\u003e\n\u003cp\u003eGen Z is highly engaged in social media shopping and spending, with \u003ca href=\"https://www.pymnts.com/news/social-commerce/2023/gen-z-tops-millennials-on-social-media-shopping-and-spending/\"\u003e68% searching for products\u003c/a\u003e on social media and 22% completing a purchase. Following close behind are millennials, with 42% browsing social media for products and 21% completing a purchase.\u003c/p\u003e\n\u003cp\u003eExpect more branded shopping apps, SMS and Facebook Messenger marketing campaigns, and integrations for mobile-enabled add-ons to boost in-store engagement to influence purchases.\u003c/p\u003e\n\u003ch3\u003e3. A new mix of marketing channels\u003c/h3\u003e\n\u003cp\u003eIn recent years, there have been exciting advancements in several areas of advertising—including access to new marketing channels. \u003ca href=\"/retail/social-commerce-for-retail-what-is-it-and-examples-of-retailers-doing-it-well\"\u003eSocial commerce\u003c/a\u003e has been on the radar for the past five years, with the release of Facebook and Instagram shopping features, and more recently, TikTok shopping.\u003c/p\u003e\n\u003cp\u003eHowever, as an extension of social commerce, live shopping has started to become more popular as the strategy has soared in China. The live commerce market in China was \u003ca href=\"https://www.insiderintelligence.com/content/live-commerce-2023\"\u003e$562 billion in 2023\u003c/a\u003e and is expected to increase to $843 billion in 2025. It made up 19.2% of the retail ecommerce sales in 2023. \u003c/p\u003e\n\u003cp\u003eIn the US, livestreaming was expected to reach \u003ca href=\"https://www.retaildive.com/news/us-livestream-commerce-expected-to-surpass-31b-in-2023-report/644319/\"\u003e$31 billion in 2023\u003c/a\u003e, almost triple the size in 2021. Another new marketing channel coming on the horizon is connected TV (CTV) advertising—which refers to ads you’ll find on platforms like Hulu, Roku, and YouTube. \u003c/p\u003e\n\u003cp\u003eThe growth of CTV advertising spend in the US is projected to increase from \u003ca href=\"https://www.thecurrent.com/consumers-streaming-tv-ctv-ads-linear-circana\"\u003e$25 billion\u003c/a\u003e in 2023 to nearly $41 billion by 2027, while linear TV ad spend is expected to decline from $61 billion to $56 billion in the same period. This shift indicates a changing preference among advertisers toward CTV due to its effectiveness and the ability to reach targeted audiences more efficiently.\u003c/p\u003e\n\u003cp\u003eThis is not surprising when you have streaming services achieving a record-breaking milestone, securing \u003ca href=\"https://www.nielsen.com/insights/2023/streaming-grabs-a-record-38-7-of-total-tv-usage-in-july-with-acquired-titles-outpacing-new-originals/\"\u003e38.7% of the total TV usage\u003c/a\u003eshare, while linear TV’s share of total TV viewing \u003ca href=\"https://www.insiderintelligence.com/content/new-data-linear-tv-fell-below-50-viewing-share-july-first-time\"\u003edipped below 50%\u003c/a\u003e for the first time.\u003c/p\u003e\n\u003cp\u003eA sweets/confectionary company in the consumer packaged goods (CPG) category credited CTV ads with an overall \u003ca href=\"https://www.tvrev.com/news/vizio-case-study-ctv-ads-cpg-brand-sales-lift\"\u003esales lift of 15.4%\u003c/a\u003e. The campaign used two targeting strategies: a broad approach to maximize reach and a more focused strategy targeting VIZIO cord-cutting viewers for incremental growth. \u003c/p\u003e\n\u003cp\u003eThe campaign successfully penetrated new buyer segments and demonstrated the potential for competitive prospecting and reaching consumers new to the brand and category. This case study underscores CTV’s ability to drive top-of-funnel awareness and bottom-of-funnel sales lift.\u003c/p\u003e\n\u003ch3\u003e4. A slowly stabilizing supply chain\u003c/h3\u003e\n\u003cp\u003eThe global supply chain has faced a relentless series of disruptions. Recent years have seen a cascade of disruptive events—geopolitical conflicts like the Russia-Ukraine war, attacks in the Red Sea, and the ongoing repercussions of the pandemic. \u003c/p\u003e\n\u003cp\u003eFor instance, the Russia-Ukraine conflict had a profound impact on the flow of critical commodities, leading to shortages and inflationary pressures. The war disrupted the supply of agricultural products, fertilizers, and energy resources. It also led to \u003ca href=\"https://www.gep.com/blog/mind/russia-ukraine-war-logistics-impact\"\u003eincreased freight charges\u003c/a\u003e, container shortages, and lowered \u003ca href=\"/enterprise/blog/international-warehouses-ecommerce-guide\"\u003einternational warehousing \u003c/a\u003espace availability.\u003c/p\u003e\n\u003cp\u003eThen there’s the Red Sea, a vital trade corridor plagued by missile strikes. These strikes have caused major shipping companies to reroute or pause operations, resulting in \u003ca href=\"https://www.supplychaindive.com/news/Red-sea-crisis-evaluated-house-transportation-committee-hearing/706172/\"\u003eextended voyage times\u003c/a\u003e and heightened transportation costs, further straining global supply chains.\u003c/p\u003e\n\u003cp\u003eIn response to ongoing supply chain challenges, companies are adjusting their strategies to enhance resilience. Nearly \u003ca href=\"https://www.thebci.org/news/what-does-supply-chain-resilience-mean-in-2024.html\"\u003eeight out of 10 companies\u003c/a\u003e (79%) are broadening their supplier base, while 71% are pursuing regionalization and localization to mitigate risks from geopolitical tensions and transportation disruptions. \u003c/p\u003e\n\u003cp\u003eAnother 83% of organizations are investing in friend-shoring—building supply networks with countries that are political and economic allies. This shift is part of a broader move toward diversification and innovation in supply chain management, with a notable increase in investments aimed at improving disruption detection and fostering innovative processes.\u003c/p\u003e\n\u003cp\u003eThe Biden-Harris administration has also \u003ca href=\"https://www.whitehouse.gov/cea/written-materials/2023/11/30/issue-brief-supply-chain-resilience/\"\u003estrengthened supply chain resilience\u003c/a\u003e by partnering with allies to diversify sources and investments in domestic capacity. And the White House is collaborating with the National Oceanic and Atmospheric Administration and monitoring developments like El Niño for potential impacts on global supply chains.\u003c/p\u003e\n\u003ch3\u003e5. Faster deliveries for everyone, no matter where the customer is\u003c/h3\u003e\n\u003cp\u003eThe trend toward faster deliveries is reshaping the global ecommerce landscape, as retailers grapple with the twin pressures of controlling logistics costs and meeting rising consumer expectations for speed. \u003c/p\u003e\n\u003cp\u003eLogistics and delivery costs, especially last-mile delivery, are major challenges for ecommerce profitability, particularly in Europe and the Middle East.\u003c/p\u003e\n\u003cp\u003eStill, \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eretailers expect two-thirds of deliveries\u003c/a\u003e to be fulfilled within the same day or next day by 2029, showing a shift toward rapid delivery expectations.\u003c/p\u003e\n\u003cp\u003eAs more consumers choose retailers based on their ability to provide rapid delivery, companies that fail to meet these expectations risk losing out to competitors who can. In markets where speed of service is increasingly seen as part of the value proposition, this demand for faster delivery puts pressure on ecommerce businesses to enhance their \u003ca href=\"/enterprise/blog/global-fulfillment-guide\"\u003eglobal fulfillment capabilities\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eTo meet the demand for rapid delivery, retailers are heavily investing in logistics infrastructure, especially in automated and micro-fulfillment centers. These smaller, more localized warehouses are strategically placed near urban centers, allowing quicker and more efficient deliveries. Some 64% of retailers anticipate the \u003ca href=\"/enterprise/blog/global-expansion\"\u003eexpansion\u003c/a\u003e of automated micro-fulfillment centers within the next five years, supporting the growth of ecommerce and quick deliveries.\u003c/p\u003e\n\u003ch3\u003e6. Online returns are growing with ecommerce\u003c/h3\u003e\n\u003cp\u003eThe rise in ecommerce returns has become \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eone of the most pressing challenges\u003c/a\u003e for online businesses, directly impacting profitability and supply chain efficiency.\u003c/p\u003e\n\u003cp\u003eOne of the main contributors to this issue is the popularity of free-return policies, which many retailers have adopted to attract and retain customers. While these policies encourage more sales by reducing the risk for the consumer, they also inadvertently lead to higher return rates.\u003c/p\u003e\n\u003cp\u003e“Bracketing” is a common consumer behavior where shoppers order the same item in different sizes, colors, or variations, intending to keep only one and return the rest. While this enhances the online shopping experience for consumers, it creates a significant logistical and financial burden for retailers.\u003c/p\u003e\n\u003cp\u003eProcessing returns is expensive. When a product is returned, the retailer incurs costs related to reverse logistics, restocking, repackaging, and sometimes refurbishing or discounting the item. \u003c/p\u003e\n\u003cp\u003eRetailers are increasingly turning to technology and consumer education to address rising return rates. By providing better product information upfront, retailers can help shoppers make more informed choices, reducing the likelihood of returns.\u003c/p\u003e\n\u003cp\u003eFor instance, improved size guides in fashion ecommerce, detailed product descriptions, and 360-degree product views or product videos can give consumers a clearer sense of what they are buying. This helps customers feel more confident in their selections, reducing the need for returns.\u003c/p\u003e\n\u003ch3\u003e7. Improving workforce management with AI\u003c/h3\u003e\n\u003cp\u003eAnother broad global ecommerce trend is where AI is increasingly being used to optimize workforce efficiency and logistics. In fact, \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003e41% of retailers\u003c/a\u003e aim to improve workforce management using AI in 2024. \u003c/p\u003e\n\u003cp\u003eLabor shortages are a global issue exacerbated by the COVID-19 pandemic and other demographic trends, such as aging populations and declining birth rates in many regions. Retailers face challenges in recruiting, retaining, and managing their workforce, particularly in ecommerce operations requiring efficient logistics, order fulfillment, and customer service handling.\u003c/p\u003e\n\u003cp\u003eAI offers a solution by automating repetitive tasks, improving hiring processes, and optimizing workforce deployment. For example, AI-driven recruitment tools can analyze vast amounts of data to identify candidates with the right skills, while AI-powered scheduling systems can ensure that the right number of workers are available during peak demand periods. This allows retailers to optimize labor costs, reduce the risk of understaffing, and improve overall operational efficiency.\u003c/p\u003e\n\u003cp\u003eAI also allows retailers to scale their operations more effectively by providing real-time insights into workforce productivity, logistics performance, and customer demand across regions. For example, AI can analyze regional labor markets to predict where staffing shortages might occur and recommend strategies for mitigating those shortages.\u003c/p\u003e\n\u003cp\u003eAs ecommerce continues to expand globally, AI offers a scalable solution that allows retailers to adapt to regional differences, predict demand fluctuations, and manage their workforce more effectively.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003e8. Growing sales in China and APAC\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eThe ecommerce landscape in China and the Asia-Pacific (APAC) region has continued to evolve with significant growth in 2024 and projections for 2025. \u003c/p\u003e\n\u003cp\u003eDespite a tepid start in the first half of 2023, \u003ca href=\"https://www.insiderintelligence.com/content/asia-pacific-trends-watch-2024\"\u003eChina’s retail sector is rebounding\u003c/a\u003e, with retail sales growth showing signs of life as the year progresses.\u003c/p\u003e\n\u003cp\u003eThe ecommerce market in China remains a global leader, with projected growth continuing in 2024 and beyond. As of 2024, the market is estimated to be worth \u003ca href=\"https://www.mordorintelligence.com/industry-reports/china-ecommerce-market\"\u003e$1.43 trillion\u003c/a\u003e, with a forecast to reach $2.31 trillion by 2029, growing at a CAGR of 10.07%. Several key factors drive this growth, including widespread smartphone adoption, mobile commerce (m-commerce), and the rise of digital payment solutions such as Alipay and WeChat Pay.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.mordorintelligence.com/industry-reports/asia-pacific-ecommerce-market\"\u003eAsia-Pacific (APAC) ecommerce market\u003c/a\u003e is poised for significant growth, with an estimated market size of $4.2 trillion in 2024, expected to reach $6.76 trillion by 2029, growing at a CAGR of 10%. This growth is driven by increasing internet penetration, consumer shift toward online shopping, and the convenience of ecommerce platforms.\u003c/p\u003e\n\u003cp\u003eTop countries contributing to this growth include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eChina: The largest market, with dominant players like Alibaba and JD.com.\u003c/li\u003e\n\u003cli\u003eIndia: Fast growing due to rising internet use and fashion ecommerce.\u003c/li\u003e\n\u003cli\u003eJapan: Strong in technology and consumer electronics.\u003c/li\u003e\n\u003cli\u003eSouth Korea: Leading in mobile commerce, boosted by 5G technology.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eKey industries driving ecommerce include fashion, electronics, and food delivery services, with a rising trend in omnichannel and mobile shopping experiences.\u003c/p\u003e\n\u003cp\u003eIndia’s ecommerce market is also experiencing robust growth, with projections indicating that the market size will reach \u003ca href=\"https://www.ibef.org/industry/ecommerce\"\u003e$111 billion by 2024\u003c/a\u003e and continue to expand to $200 billion by 2026. The country’s online retail market was valued at \u003ca href=\"https://finance.yahoo.com/news/india-online-retail-market-report-155300293.html\"\u003e4,822.8 billion Indian rupees\u003c/a\u003e in 2023 and is anticipated to reach 15,159.11 billion rupees by 2028. \u003c/p\u003e\n\u003cp\u003eTo adapt to these changes, companies in the APAC region are diversifying their supplier base, with \u003ca href=\"https://www.insiderintelligence.com/content/asia-pacific-trends-watch-2024\"\u003e79% of companies\u003c/a\u003e broadening their networks. Additionally, 71% are investing in regionalization and localization, and 83% are actively investing in friend-shoring with political and economic allies to reduce risk exposure.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eSet up your international ecommerce strategy\u003c/h2\u003e\n\u003cp\u003eSetting up an international, \u003ca href=\"/enterprise/omni-channel-retail-strategy\"\u003eomnichannel ecommerce strategy\u003c/a\u003e can seem intimidating, but there are a few key areas that, if you address them as a priority, can help you succeed.\u003c/p\u003e\n\u003cp\u003eThe areas for ecommerce businesses to focus on are:\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003ePricing \u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eWhen it comes to pricing, two issues present themselves for international ecommerce retailers: currency conversion and how to handle promotions. Regarding the former, it’s worth researching how customers perceive pricing in the country you’re targeting. In the West, \u003ca href=\"https://www.cbc.ca/radio/undertheinfluence/the-real-reason-most-prices-end-in-99-cents-1.4731238\"\u003eit’s common\u003c/a\u003e for prices to end in a 9, whereas in countries like China, it’s best to use a round number.\u003c/p\u003e\n\u003cp\u003eBusinesses should use a wider range of factors to determine price sensitivity (especially in foreign markets) regarding promotions. In addition, effectively and profitably linking pricing and promotions together can increase revenue and profiles by three to five percentage points overall.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003ePayments\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eThankfully—thinking about what payment methods are relatively simple for international ecommerce—you’ll need at least a debit/credit card processor and mobile wallet options, like Apple Pay and Google Pay, as well as a \u003ca href=\"/enterprise/buy-now-pay-later\"\u003ebuy now, pay later (BNPL) option\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eSome ecommerce platforms and \u003ca href=\"/enterprise/blog/global-ecommerce-marketplace\"\u003eglobal marketplaces\u003c/a\u003e have their own payment setup. For example, with \u003ca href=\"/payments\"\u003eShopify Payments\u003c/a\u003e, you can set up all major payment methods for your ecommerce store automatically.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eCustomer service\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/fast-customer-service\"\u003eCustomer service\u003c/a\u003e is important no matter where in the world you’re serving. In most countries, common types of communication for customer service include phone, email, and live chat.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eShipping and logistics \u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eHow your buyers will receive your products is a huge factor to consider, as shipping likely will be expensive. So to make \u003ca href=\"/enterprise/international-warehouses-ecommerce-guide\"\u003eshipping internationally\u003c/a\u003e successful, think about removing as much friction as possible. That includes researching price options with carriers, offering shipping speed estimates, researching relevant taxes, and simply preventing some products from being sold in certain countries.\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eGet a head start with Shopify Marketplace\u003c/h2\u003e\n\u003cp\u003eOur data shows that 30% of your online store visitors are coming from international markets. In the past, converting these visitors was much more challenging than selling to domestic customers.\u003c/p\u003e\n\u003cp\u003eThanks to \u003ca href=\"/markets\"\u003eManaged Markets\u003c/a\u003e, you can now manage overseas sales by simplifying complex areas such as compliance, tariffs, shipping, and conversions. On average, merchants in North America use this feature to sell to 14 new markets.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eAccess global markets overnight\u003c/p\u003e\n\u003cp\u003eShopify Markets is the only global ecommerce solution where you can sell to multiple countries and scale internationally—all from one Shopify store.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/international/managed?utm_source=blog\u0026amp;utm_medium=content\u0026amp;utm_campaign=24q3_baubacbcaam_\u0026amp;utm_content=en-en\"\u003eGet started\u003c/a\u003e\n\u003c/div\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\" style=\"text-align: left;\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"6\"\u003eGlobal ecommerce FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow big is the global ecommerce market?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe global ecommerce market is expected to total $32 trillion in 2024 and account for 23% of total retail sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do I start a global ecommerce business?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003col\u003e\n\u003cli\u003eDetermine your target international markets and how they will support business growth.\u003c/li\u003e\n\u003cli\u003eUnderstand target market needs, such as preferred payment methods.\u003c/li\u003e\n\u003cli\u003eCreate a plan for market entry.\u003c/li\u003e\n\u003c/ol\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eIs ecommerce important to a global business?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eEcommerce can support and facilitate international trade, ease business deals, and help businesses better understand market demand.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Get an inside look at the global ecommerce landscape, with the top ecommerce statistics and trends to follow in 2025.","excerptHtml":"\u003cp\u003eGet an inside look at the global ecommerce landscape, with the top ecommerce statistics and trends to follow in 2025.\u003c/p\u003e","seo":{"__typename":"SEO","title":"Global Ecommerce Statistics: Trends to Guide Your Store in 2025","description":"Get an inside look at the global ecommerce landscape, with the top ecommerce statistics and trends to follow in 2025."},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[null,null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756349496","handle":"michael-keenan","field":{"__typename":"MetaobjectField","value":"Michael Keenan"}}}]},"value":"[\"gid://shopify/Metaobject/7756349496\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"Best Ecommerce Tips from 10 of the Most Valuable Articles Last Year\",\"url\":\"enterprise/blog/best-ecommerce-tips\"},{\"title\":\"Augmented Reality in Commerce\",\"url\":\"enterprise/blog/augmented-reality-in-commerce\"},{\"title\":\"10 Lessons From the Fastest Growing Consumer Electronics Websites\",\"url\":\"enterprise/blog/consumer-electronics-websites\"},{\"title\":\"Where Global Business is Going in the Wake of COVID-19\",\"url\":\"enterprise/blog/where-global-business-is-going-in-the-wake-of-covid-19\"},{\"title\":\"The Giving Economy: How Consumers Are Paying It Forward to Retailers\",\"url\":\"enterprise/blog/the-giving-economy\"},{\"title\":\"The Future of Labor Rights in Fashion’s Supply Chain\",\"url\":\"enterprise/blog/the-future-of-labor-rights-in-fashion-s-supply-chain\"},{\"title\":\"How Luxury Fashion Is Embracing Inclusive Sizing\",\"url\":\"enterprise/blog/how-luxury-fashion-is-embracing-inclusive-sizing\"},{\"title\":\"Six Must-Have Technologies to Build the Best Ecommerce Tech Stack\",\"url\":\"enterprise/blog/six-must-have-technologies-to-build-the-best-ecommerce-tech-stack\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NDQ2OTEwMDAsImxhc3RfdmFsdWUiOjU1ODY0NDY5MTAwMH0=","node":{"__typename":"Article","id":"gid://shopify/Article/558644691000","handle":"best-fashion-ecommerce-websites","title":"Fashion Brand Storytelling Examples to Inspire You","publishedAt":"2024-04-12T18:15:40Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/22grxJFUxAL49F6Y9q07ML_63f86c2b-33ac-4458-97ab-09e0068195b7.webp?v=1719388720","altText":"header","width":1700,"height":720},"tags":["author:elise-dopson","locale:en","popular","topic:customer-experience","topic:industry-insights-and-trends"],"contentHtml":"\u003cp\u003eDo you remember the day you bought your first pair of sneakers? You likely remember the store you bought them from, the anticipation of taking them home to pair them with a new outfit, and how the entire experience made you feel.\u003c/p\u003e\n\u003cp\u003eCustomers are having similar experiences with your fashion brand every day—and storytelling can capture these experiences and help engage future customers. Through the stories of other happy buyers, your customers’ purchasing decisions become a little easier.\u003c/p\u003e\n\u003cp\u003eAs Effie Asafu-Adjaye, founder of \u003ca href=\"https://beautiful-sparks.com/\"\u003eBeautiful Sparks\u003c/a\u003e, says, “The intent of storytelling is to serve your audience with more meaningful content that amplifies your DNA, to show your audience who you are and what you stand for.”\u003c/p\u003e\n\u003cp\u003eBut not every story is a good story. This guide shares how to incorporate persuasive storytelling into your fashion marketing strategy, with 15 fashion brand storytelling examples to draw inspiration from.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTable of contents\u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#1\"\u003eWhat is brand storytelling?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#2\"\u003eReasons to do brand storytelling\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#3\"\u003eBrand storytelling practices\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#4\"\u003e15 fashion brand storytelling examples \u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"1\"\u003e\u003c/div\u003e\n\u003ch2\u003eWhat is brand storytelling?\u003c/h2\u003e\n\u003cp\u003eBrand storytelling is a marketing strategy that helps brands connect with their target market using stories. The narrative is designed to build an emotional connection and help consumers match your brand with their own core values.\u003c/p\u003e\n\u003cp\u003e“Marketing in the fashion world is all about brand storytelling,” says Adair Findley, creative director of \u003ca href=\"https://coneyislandpicnic.com/\"\u003eConey Island Picnic\u003c/a\u003e. “You need to think about your brand’s position to the consumers—what story does your clothing, social media, website, and even packaging tell the customer? What kind of reputation do you carry, and is it cohesive across your entire brand?”\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/ecommerce-fashion-industry\"\u003eFashion ecommerce\u003c/a\u003e is a crowded industry that was valued at \u003ca href=\"https://www.statista.com/study/38340/ecommerce-report-fashion/?locale=en\"\u003e$871.2 billion\u003c/a\u003e in 2022. Combine that with a surge in dropshipping and the rise of companies like Shein offering good quality clothes at low prices, and it’s harder than ever for fashion brands to stand out.\u003c/p\u003e\n\u003cp\u003eIf someone is on the internet, they’re \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003ehighly \u003c/a\u003e\u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003elikely\u003c/a\u003e\u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003e using social media\u003c/a\u003e. Storytelling helps bridge that gap and connect fashion brands with social consumers. Researchers have found that stories are remembered up to \u003ca href=\"https://womensleadership.stanford.edu/resources/voice-influence/harnessing-power-stories\"\u003e22 times more\u003c/a\u003e than standard facts, solidifying your fashion brand in the mind of your target audience.\u003c/p\u003e\n\u003cp\u003eThis type of positive social media experience with a brand makes \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003e78% of consumers\u003c/a\u003e more willing to buy from them, 77% more likely to choose them over a competitor, and 72% more likely to spend more.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/560629702eb2404d9258600ad1e22a53.png\"\u003e\n\u003cp\u003e\u003ca href=\"https://twitter.com/mrsharma/status/1461910978002669576\"\u003eSource\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"2\"\u003e\u003c/div\u003e\n\u003ch2\u003eReasons to do brand storytelling\u003c/h2\u003e\n\u003cp\u003eBrand storytelling is a long-term play—but one that’s worth investing in. Let’s explore the three biggest advantages of storytelling for fashion brands:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eCreates brand advocates. \u003c/b\u003eWe all want to belong and \u003ca href=\"https://www.shopify.com/enterprise/the-future-of-ecommerce\"\u003ebe a part of something bigger than ourselves\u003c/a\u003e. Involving customers in your narrative and journey inspires brand favorability. It makes them want to be associated with your brand and may even influence them to become an extension of it as an advocate.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eStrengthens marketing campaigns. \u003c/b\u003eGen Z now uses social media to \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003eresearch brands more often\u003c/a\u003e than they use search engines. The problem:\u003cb\u003e \u003c/b\u003eCustomers know when they’re being sold to. And they’re \u003ca href=\"https://www.inc.com/dakota-shane/96-percent-of-consumers-dont-trust-ads-heres-how-to-sell-your-product-without-coming-off-sleazy.html\"\u003eincreasingly skeptical of brand advertising\u003c/a\u003e. But when they hear how great you are from one of their friends, a favorite influencer, or even a celebrity they love and trust, they’re more open to receiving your brand messages. After all, buying is an emotional decision. What we buy says something about who we are as individuals.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eDefeats ever-increasing advertising costs.\u003c/b\u003e Meta’s cost per thousand \u003ca href=\"https://www.businessinsider.com/digital-ad-prices-are-skyrocketing-in-2022-2?r=US\u0026amp;IR=T\"\u003eincreased by $14\u003c/a\u003e in the third quarter of 2022, up 3% year-over-year. And TikTok’s paid ads are \u003ca href=\"https://www.businessinsider.com/digital-ad-prices-are-skyrocketing-in-2022-2?r=US\u0026amp;IR=T\"\u003eup 27%\u003c/a\u003e year-on-year. . With a focus on instinctively shareable storytelling (especially when partnering with influencers), organic content can overtake the constant demand for paid ads.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"3\"\u003e\u003c/div\u003e\n\u003ch2\u003eBrand storytelling best practices\u003c/h2\u003e\n\u003ch3\u003eBegin with your audience\u003c/h3\u003e\n\u003cp\u003eBefore crafting a fashion brand story, you need to understand your audience and decide where to distribute it. Who are they? What are their biggest wants and fears? And most importantly, why should they care about you?\u003c/p\u003e\n\u003cp\u003eTalk to existing customers to understand their pain points and why they buy from you. You can do this through quantitative customer surveys or qualitative focus groups. Online reviews also provide insight into what your customers want, think, and feel about your brand.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/6a7631b42e9a46509d728bf756ca5779.png\"\u003e\n\u003cp\u003e\u003ca href=\"https://twitter.com/jmoserr/status/1484217048318291973\"\u003eSource\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eTell your origin story\u003c/h3\u003e\n\u003cp\u003eHow did your fashion brand come to life? Often, entrepreneurs start businesses after spotting a gap in the market or to meet a personal need. Use this origin story as the foundation for storytelling.\u003c/p\u003e\n\u003cp\u003e“Before doing any promotional activities, it’s important for you to write down and actively think about your brand’s story,” says Adair.\u003c/p\u003e\n\u003cp\u003e“Think about the unique aspects of your brand, such as your design philosophy, your use of sustainable materials, or your commitment to ethical manufacturing—whatever makes you unique. Your brand story should communicate who you are and what you stand for, and in the fashion industry, this must be well-defined before you strike out in the advertising world.”\u003c/p\u003e\n\u003ch3\u003eBe consistent\u003c/h3\u003e\n\u003cp\u003eEarning a \u003ca href=\"https://www.shopify.com/enterprise/3-dtc-brands-on-how-they-build-customer-loyalty\"\u003ecustomer’s brand loyalty\u003c/a\u003e is a love story. It’s one that starts weeks, months or even years before they ever buy something from you. They may encounter your site by chance, or through an online ad, blog, Instagram post, YouTube video, or Google search. Or maybe they read a positive brand story or watched a touching video review.\u003c/p\u003e\n\u003cp\u003eEffective storytelling is consistent. If customers get confused messaging from platform to platform, they won’t know who you are or what you stand for. It’s why 84% of businesses think a connected multichannel brand experiences will be more important than ever to the \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003efuture of ecommerce\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eEffie Asafu-Adjaye, founder of Beautiful Sparks, says: “The goal of storytelling is actually to build brand equity over the long run. It’s the effect of consistent storytelling over time that moves the needle for brands.”\u003c/p\u003e\n\u003cp\u003eClearly define your \u003ca href=\"https://www.shopify.com/enterprise/omnichannel-marketing\"\u003eomnichannel marketing strategy\u003c/a\u003e to ensure storytelling is consistent across all touchpoints throughout the customer journey. From TikTok videos to abandoned cart emails, tie all communication back to the same brand narrative.\u003c/p\u003e\n\u003cp\u003eNo technical barriers should exist once you determine you want to sell natively on today’s most popular marketplaces or social media platforms. With Shopify’s one-click channel integration, you can focus on growing that channel—rather than the development work that underpins it.\u003c/p\u003e\n\u003ch3\u003eCorroborate storytelling with influencers\u003c/h3\u003e\n\u003cp\u003eFashion brands can strengthen their brand story by having influencers vouch for it. This type of content is \u003ca href=\"https://www.prnewswire.com/news-releases/37-of-consumers-trust-social-media-influencers-over-brands-301538111.html\"\u003emore trustworthy\u003c/a\u003e than branded content. Some \u003ca href=\"https://www.statista.com/statistics/1302739/reasons-consumers-follow-virtual-influencers-us/?locale=en\"\u003e18.6% of consumers\u003c/a\u003e also say they follow influencers on social media to see storytelling.\u003c/p\u003e\n\u003cp\u003eSneaker brand \u003ca href=\"https://www.hoka.com/\"\u003eHOKA\u003c/a\u003e, for example, has a brand mission to make its apparel accessible to everyone. Its “people commitment” explains how HOKA donates to non-profit organizations that champion social and racial justice.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/c1f15103282540939dbb8efda96958a6.png\"\u003e\n\u003cp\u003eIts \u003ca href=\"https://www.youtube.com/playlist?list=PLOc2EI4_K5_2T0nAvjdR8MSr-WyjLphQY\"\u003eA Walk in the Life\u003c/a\u003e YouTube series also invites social media influencers to document their daily routine—of course, while wearing their HOKA sneakers.\u003c/p\u003e\n\u003cp\u003eWendy Yang, brand representative for HOKA (via \u003ca href=\"https://www.modernretail.co/retailers/hoka-one-ones-wendy-yang-on-how-the-footwear-brand-approaches-fashion-partnerships/\"\u003eModern Retail\u003c/a\u003e), says: “The brand is the brand, and we’re very careful to be very consistent with how Hoka shows up, regardless of where it shows up.”\u003c/p\u003e\n\u003cp\u003eVet, recruit, and manage creators with using \u003ca href=\"https://apps.shopify.com/collabs\"\u003eShopify Collabs\u003c/a\u003e. It helps fashion merchants scale with a single dashboard to manage your influencer marketing collaborations.\u003c/p\u003e\n\u003ch3\u003eUse visual storytelling\u003c/h3\u003e\n\u003cp\u003eHumans process visuals faster than they do text. Neuroscientists found the brain can identify visual themes of information in \u003ca href=\"https://www.visualcapitalist.com/data-storytelling-megatrends-infographic/\"\u003e30 milliseconds\u003c/a\u003e, hence why brand storytelling videos are the \u003ca href=\"https://cdn2.hubspot.net/hubfs/53/tools/state-of-marketing/PDFs/Not%20Another%20State%20of%20Marketing%20Report%20-%20Web%20Version.pdf\"\u003emost popular\u003c/a\u003e video formats for marketers.\u003c/p\u003e\n\u003cp\u003e“The fashion industry is one of the most highly visual industries in the world, so for our team, it’s important to use visuals to communicate our brand story,” says Adair.\u003c/p\u003e\n\u003cp\u003eVisual storytelling elements to use when promoting your fashion brand include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/online-shopping-trends-ecommerce\"\u003eShort-form videos\u003c/a\u003e, such as TikTok videos, YouTube Shorts, or Instagram Reels\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eLong-form videos on platforms like YouTube\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eData visualization formats, like infographics or charts\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/augmented-reality-ecommerce-shopping\"\u003eAugmented reality\u003c/a\u003e technology, such as Snapchat filters\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAdair adds that for Coney Island Picnic, “this includes product images, behind-the-scenes photos of the design process, or even just lifestyle images that evoke the emotions and values of the brand. We want to continue to position ourselves as a premium streetwear brand, so we use imagery and written content to help us achieve that.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/4fb2c543d2084c10b672e2873b56d900.png\"\u003e\n\u003cp\u003e\u003ci\u003eConey Island Picnic shares \u003c/i\u003e\u003ca href=\"https://www.tiktok.com/@coneyislandpicnic/video/7202694741501447470\"\u003e\u003ci\u003eTikTok videos\u003c/i\u003e\u003c/a\u003e\u003ci\u003e that explain the reasoning behind the brand name.\u003c/i\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"4\"\u003e\u003c/div\u003e\n\u003ch2\u003e15 fashion brand storytelling examples\u003c/h2\u003e\n\u003cp\u003eHow a customer experiences your fashion brand, from discovery to purchase, involves many stories in a never-ending loop. Let’s look at how some of the best fashion ecommerce brands are attracting, converting, and keeping customers through storytelling.\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp\u003eSaski Collection\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGymshark\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGood American\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ePatagonia\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eWarby Parker\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eYoung \u0026amp; Reckless\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ePura Vida Bracelets\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRothy’s\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eAllbirds\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e93 Play Street\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eLedbury\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eLevi’s\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eChanel\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBurberry\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBarry’s Bootcamp and Balmain\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3\u003e1. Saski Collection\u003c/h3\u003e\n\u003cp\u003eStorytelling humanizes your business, so you need to connect with customers through your humanity. Bring them into your brand story by being accessible and honest.\u003c/p\u003e\n\u003cp\u003eMany business founders share their personal and business growth stories online, revealing their ups and downs. Tammy Hembrow, an Instagram fitness sensation and the founder of \u003ca href=\"https://saskicollection.com/\"\u003eSaski Collection\u003c/a\u003e, vlogs about her daily life. Tammy’s online fitness brand has enjoyed massive success in Australia and globally.\u003c/p\u003e\n\u003cp\u003eTammy named her brand after her daughter, Saskia, and includes her children in many of \u003ca href=\"https://www.youtube.com/watch?v=Rm8NaS_vpKU\"\u003eher YouTube videos\u003c/a\u003e. Her biggest fans want to be her, and purchasing her activewear allows them to buy a piece of her lifestyle.\u003c/p\u003e\n\u003cp\u003eSaski Collection also uses its social cause to drive storytelling. Its \u003ca href=\"https://us.saskicollection.com/pages/giving-back-with-i-change\"\u003ei=Change initiative\u003c/a\u003e, which allows customers to donate $1 per order to one of three chosen nonprofit organizations, is the foundation of many social media posts:\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/1d24742f0bc6452cab416fc78b614563.png\"\u003e\n\u003cp\u003eTo ensure consistency, customers browsing its \u003ca href=\"https://www.shopify.com/enterprise/best-online-fashion-sites\"\u003efashion website\u003c/a\u003e see an i=Change notification beneath the each product description and announcement bar:\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/ddbe9b286b2b4e87b22358c70c955304.png\"\u003e\n\u003cp\u003eCustomers who want to learn more about this initiative can visit a landing page that describes how i=Change works, its partner charities, and how much it has raised so far.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/ab7bd80e7de64604983cea41c0330ac6.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eKeep stories consistent across every channel .\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eUse platforms like \u003ca href=\"https://apps.shopify.com/convert-discounts-to-donations\"\u003eGivs\u003c/a\u003e or \u003ca href=\"https://apps.shopify.com/donatemate\"\u003eDonateMate\u003c/a\u003e to support charities when consumers shop.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSync storytelling with important dates celebrated by customers on your annual marketing calendar.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEffie Asafu-Adjaye, founder of Beautiful Sparks, says: “We advise that, in addition to collection launches, fashion brand marketing calendars should have a sprinkling of storytelling narratives throughout the year. There’s no hard and fast rule, but anywhere between two to four times a year could be right, depending on the nature of your brand, marketing team and audience.”\u003c/p\u003e\n\u003ch3\u003e2. Gymshark\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://gymshark.com/\"\u003eGymshark\u003c/a\u003e was once the \u003ca href=\"https://www.benfrancis.com/business/how-i-started-the-uks-fastest-growing-company/\"\u003efastest-growing business\u003c/a\u003e in the United Kingdom. Founder Ben Francis started the fitness apparel business back in 2012 and a few short years later, in 2020, the brand hit a \u003ca href=\"https://www.voguebusiness.com/companies/gymshark-ceo-on-building-an-athleisure-unicorn\"\u003e$1.45 billion valuation\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eStorytelling is at the heart of \u003ca href=\"https://www.shopify.com/plus/customers/gymshark\"\u003eGymshark’s success\u003c/a\u003e. Ben started the business using basic screen printing tools and a goal to unite the conditioning industry. Now, everything the brand does ties back to this origin story and overarching goal—including Ben’s YouTube channel, which regularly documents how he did it.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/54aO00i3V-Y\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003eThe Gymshark Lifting Instagram page is a specific profile that appeals to just the lifting enthusiasts in the brand’s now-broad customer base. The fashion brand posts motivational fitness videos to this page that revolve around storytelling—like this short-form clip that encourages followers to imagine how they’d look and feel after sticking to their goals.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/802fe00c3d974c749fcb6fd982ebcd95.png\"\u003e\n\u003cp\u003eTo tie in this mission and unite fitness lovers, Gymshark launched a new experiential retail offering, the Gymshark Lifting Club—a fully kitted, high technology gym that’s the first of its kind in the Birmingham area.\u003c/p\u003e\n\u003cp\u003eSo-called “athletes” (Gymshark’s term for influencer partners) \u003ca href=\"https://www.youtube.com/watch?v=TNto9cuyEE4\"\u003efilm themselves\u003c/a\u003e touring the gym. Ben, who has a respectable personal brand as a result of sharing behind-the-scenes videos of running Gymshark, even toured the property and labeled it as his favorite day in the brand’s history.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCreate an engaging YouTube video that shares the founding story of your brand.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose this long-form content into shorter videos for TikTok, Instagram Reels, and YouTube Shorts.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBrand your influencer partners with a name that best reflects the type of person your fashion brand was created to serve (like Gymshark’s “athletes”).\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e3. Good American\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.goodamerican.com/\"\u003eGood American\u003c/a\u003e is a denim brand co-founded by mega-influencer Khloé Kardashian. But instead of sticking the household name onto its denim products and hoping it would sell, Good American launched with a strong brand story—and \u003ca href=\"https://www.shopify.com/plus/customers/good-american\"\u003emade $1 million on its first day\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eKhloé spoke of her struggles shopping with smaller-sized sisters in traditional stores. In an interview segment on her show \u003ci\u003eKeeping Up with the Kardashians, \u003c/i\u003eKhloé \u003ca href=\"https://www.marieclaire.com/celebrity/khloe-kardashian-good-american-size-range/\"\u003esaid\u003c/a\u003e: “With Good American, you have to carry the full size range [00-24] and you can’t separate them. There’s no plus-size section, petite section, it’s one section. And if people don’t agree to that, then they can’t carry the brand.”\u003c/p\u003e\n\u003cp\u003eGood American reinforces its brand narrative with annual casting events—an opportunity to recruit a diverse selection of models. It also invites people “who are historically and currently not viewed as models” to “represent real women.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/305fdd5ff7a840e19738fded98b75b6d.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eDistribute your brand story across all sales and marketing channels.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInvite people to collaborate with your fashion brand—such as modeling, influencing, or product collaborations—who share the same vision as your brand.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGo behind the scenes of monumental campaigns to maximize their mileage post-event.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e4. Patagonia\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://eu.patagonia.com/gb/en/home/\"\u003ePatagonia\u003c/a\u003e is an outdoor clothing company with a strong emphasis on storytelling. Sustainability is one of its core values—so much so, it launched Worn Wear, a mini-marketplace on a subdomain of its \u003ca href=\"/tour/ecommerce-website\"\u003eecommerce website\u003c/a\u003e, to support customers in buying and reselling unwanted items.\u003c/p\u003e\n\u003cp\u003eStories power the promotion of Worn Wear to Patagonia’s audience. It has a designated \u003ca href=\"https://wornwear.patagonia.com/stories\"\u003elanding page\u003c/a\u003e on its store to share stories and images of customers who’ve used the resale program.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/a89e883f609e4eada34554bea99973ff.png\"\u003e\n\u003cp\u003eThese customer stories are repurposed on \u003ca href=\"https://www.instagram.com/p/ClUdlP0PgRJ/\"\u003esocial media\u003c/a\u003e to build brand engagement and stand out from a sea of biased content from other fashion brands.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/d182fdb02b91402eb48bdef64337c76c.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCreate an online feedback form for customers to share long-form content about their experiences with your brand, using open-ended questions that prompt storytelling.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBuild a designated landing page on your ecommerce store to house these stories.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose the stories on each marketing channel, including social media and product pages.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e5. Warby Parker\u003c/h3\u003e\n\u003cp\u003ePeople make buying decisions based on visual cues, especially when it comes to fashion ecommerce. That’s why the imagery and videos you create for your stories need to inspire customers to not only purchase your products but also buy into your brand.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.warbyparker.com/\"\u003eWarby Parker\u003c/a\u003e does this well through the \u003ca href=\"https://www.warbyparker.com/how-our-glasses-are-made\"\u003eHow Our Glasses Are Made\u003c/a\u003e section of its site. Its visual brand story is told through behind-the-scenes video footage and inspiring photography.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/2Tj7b75MUmk\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003eSeeing the care and precision that goes into a pair of Warby Parker glasses makes customers feel they’re purchasing a work of art. Shoppers also feel good about the socially conscious message in the video: “For every pair sold, a pair is distributed to someone in need.”\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eRecord an engaging video that takes people behind the scenes of how your product is made.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInvite people in specialist manufacturing roles to improve the story’s credibility and accuracy.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIncorporate your unique selling point in the video’s call to action, such as “Shop now and donate.”\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e6. Young \u0026amp; Reckless\u003c/h3\u003e\n\u003cp\u003eYou don’t need to be a celebrity or Instagram influencer to connect to customers through storytelling. \u003ca href=\"https://www.youngandreckless.com/\"\u003eYoung \u0026amp; Reckless\u003c/a\u003e collaborates with celebrities and influencers to tell its lifestyle story for them. The brand aims to create content that appeals to the aspirational lifestyles of its customers.\u003c/p\u003e\n\u003cp\u003e“We’ve noticed that if we have content that has real meaning, people are more likely to click and go look at the actual product, as opposed to saying, ‘Hey, look how cool this photo is,’” says Chris Pfaff, founder of Young \u0026amp; Reckless. “If you get across your brand message and make people feel inspired or motivated, then they’ll go and buy your product.”\u003c/p\u003e\n\u003cp\u003eSocial accounts for half of all Y\u0026amp;R’s traffic, and the company is “tripling down” on YouTube because, \u003ca href=\"https://www.shopify.com/enterprise/the-multi-channel-menace-young-reckless-youtube-mastering-customer-engagement\"\u003eChris says\u003c/a\u003e, “people go there to be engaged, whereas it’s more passive on Instagram and Facebook.”\u003c/p\u003e\n\u003cp\u003eIn one video posted to YouTube, rapper Rob Stone shares personal advice and talks about other rappers who have influenced him. He also shows off Y\u0026amp;R’s signature Strike Thru hoodie.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/QVRt-mq8lHQ\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003eThe video draws Stone’s fans into the brand lifestyle that Y\u0026amp;R strives to convey through its clothing and storytelling. Brands can do the same by seeking out customers who embody their brand image to help further amplify their stories.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eUse surveys and market research to uncover influencers your target audience followers.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eCreate a brand guidelines document that details the stories you want to portray, and share this with your influencer partners.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepost social media content to a branded YouTube channel and \u003ca href=\"https://www.shopify.com/youtube\"\u003esync your Shopify store\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e7. Pura Vida Bracelets\u003c/h3\u003e\n\u003cp\u003eYour happiest customers can become an extension of your storytelling strategy through brand advocacy.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.puravidabracelets.com/\"\u003ePura Vida Bracelets\u003c/a\u003e has done this well by creating a \u003ca href=\"https://www.shopify.com/enterprise/micro-influencers-instagram?_pos=1\u0026amp;_sid=1dec98333\u0026amp;_ss=r\"\u003emicro-influencer program\u003c/a\u003e—getting customers to sell the product on the company’s behalf. These micro-influencers are so in love with the brand that they bring a level of passion you wouldn’t get from a traditional influencer.\u003c/p\u003e\n\u003cp\u003eThe company launched an email and social media campaign to recruit Pura Vida reps. When customers signed on, they were invited to join a private Instagram and Facebook group of other brand fanatics who helped each other with social media storytelling and sales tips.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/1d37f6116cf043dba8373db089354050.png\"\u003e\n\u003cp\u003eReps were encouraged to creatively promote Pura Vida products on their social channels through a rewards system. The program was so successful that \u003ca href=\"https://www.shopify.com/plus/customers/pura-vida-bracelets\"\u003esales grew 300% year over year\u003c/a\u003e in its first year.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eLaunch a customer loyalty program using Shopify apps like \u003ca href=\"https://apps.shopify.com/joyio\"\u003eJoy\u003c/a\u003e or \u003ca href=\"https://apps.shopify.com/smile\"\u003eSmile\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eShare storytelling tips with people who are incentivized to talk about your brand on social media via branded communities.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIncentivize more people to join the loyalty program by sharing stories of how previous ambassadors have unlocked rewards.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e8. Rothy’s\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://rothys.com/\"\u003eRothy’s\u003c/a\u003e is another fashion ecommerce brand that uses storytelling to drive sales.\u003c/p\u003e\n\u003cp\u003eIts product pages describe how many plastic bottles have been recycled to make each individual item, linking to a “\u003ca href=\"https://rothys.com/pages/materials\"\u003eMeet our materials\u003c/a\u003e” landing page that shows behind the scenes of how its materials are sourced.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/beba8a9401854431874c58ce9f6d22f3.png\"\u003e\n\u003cp\u003eRothy’s also takes a different customer storytelling and sales approach through its \u003ca href=\"https://www.instagram.com/explore/tags/rothysinthewild/\"\u003e#RothysInTheWild\u003c/a\u003e hashtag, which encourages customers to show off their new shoes online.\u003c/p\u003e\n\u003cp\u003eRothy’s curates some of the best images on its Instagram and TikTok profiles. These are then embedded on the Rothy’s site, giving bragging rights to the customer. Each Instagram photo is instantly shoppable through one click that adds the shoes to your cart.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/abcb5bac219e4858bf88a442b2c94310.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eDescribe how the materials used to make your product are sourced.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eEncourage customers to post photos of your product on social media using a branded hashtag.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake user-generated content shoppable with Shopify apps like \u003ca href=\"https://apps.shopify.com/foursixty\"\u003eFoursixty\u003c/a\u003e or \u003ca href=\"https://apps.shopify.com/cevoid-ugc\"\u003eCevoid\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e9. Allbirds\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.allbirds.co.uk/\"\u003eAllbirds\u003c/a\u003e is an apparel company powered by a mission to make fashion more sustainable. Allbirds uses every touchpoint it has with potential customers as an opportunity to tell stories —like its \u003ca href=\"https://www.allbirds.com/pages/our-story\"\u003eOur Story\u003c/a\u003e landing page, which walks customers through its journey of making sustainable clothing.\u003c/p\u003e\n\u003cp\u003eTravis Boyce, head of global retail operations at \u003ca href=\"https://www.shopify.com/plus/customers/allbirds\"\u003eAllbirds\u003c/a\u003e, says: “With Shopify, we have our point-of-sale and ecommerce systems under one umbrella, which serves our ultimate purpose of being an omnichannel retailer and viewing the customer as one customer—no matter where they shop with us.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/8c05ceb1dcff4bb4b21d833fb7e20f03.png\"\u003e\n\u003cp\u003eSharon Heather, business development director at \u003ca href=\"https://www.easymerchant.co.uk/\"\u003eEasy Merchant\u003c/a\u003e, is an Allbirds customer who was recently influenced by brand storytelling to purchase a pair of its shoes.\u003c/p\u003e\n\u003cp\u003e“What really caught my attention was their brand storytelling about the materials they use to create their shoes,” Sharon says. “They have a unique approach to sustainability that really resonated with me, and it was clear from their messaging that they care deeply about creating products that are not only good for the environment, but also for the people who wear them.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/8f7af18422674a459cec7f4a7c0dbd3d.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCreate social media content that references how your products are sustainably made.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eTreat the About page on your online store as a constantly evolving document to journal progress toward your brand’s goals.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e10. 93 Play Street\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.93playstreet.com/\"\u003e93 Play Street\u003c/a\u003e is a relatively new company in the fashion industry, but founder Jessica Anderson’s knack for brand storytelling has propelled it to new heights—starting with a single TikTok video that quickly went viral.\u003c/p\u003e\n\u003cp\u003eJessica says: “The night we launched 93 Play Street, we instantly went viral with a video titled \"\u003ca href=\"https://www.tiktok.com/@tinytello/video/6992337703828212997?_t=8aX8p4ebK9O\u0026amp;_r=1\"\u003eWhy I Design Swimwear\u003c/a\u003e,” hitting over two million views. This, combined with my decade-long career as a social media director, [told me] we had to put all of our focus into creating the best videos if we wanted to hit our one-year goal of seven figures.”\u003c/p\u003e\n\u003cp\u003eJessica Anderson, founder of 93 Play Street, says: “There is a clear correlation between our viral videos and sales. For example, in our first month of posting our viral videos on Facebook, we pushed an additional six figures in sales on top of our average monthly sales.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2022e8838ee644c4966a9a865e0581be.png\"\u003e\n\u003cp\u003eThis video was just the beginning of 93 Play Street’s TikTok brand storytelling. It has since gone on to produce several videos, each viewed millions of times, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.instagram.com/reel/CVyTg9YFYoq/?igshid=NzAzN2Q1NTE=\"\u003eHigh-waisted needed a makeover\u003c/a\u003e: 1.7 million views on Instagram\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.facebook.com/reel/666563125109132?fs=e\u0026amp;s=TIeQ9V\u0026amp;mibextid=0NULKw\"\u003e93 Play Street Success Story\u003c/a\u003e: 4.2 million views on Facebook\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.tiktok.com/t/ZTRnF7kMa/\"\u003e93 Play Street Success Story\u003c/a\u003e: 3 million views on TikTok\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“93 Play Street’s marketing has been fully organic on social media since the brand launch,” Jessica says. “We always have a hook, storyline arch, and incorporate color psychology in our storytelling. Our content direction developed naturally from going viral by sharing size-inclusive content.”\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eRecord a series of TikTok videos that explain your brand’s origin story.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose these short-form videos into Instagram Reels, YouTube Shorts, and Facebook video ads.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIntegrate your Shopify store with social commerce channels like \u003ca href=\"https://www.shopify.com/youtube\"\u003eYouTube\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/sell-on-tiktok\"\u003eTikTok\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/facebook-instagram\"\u003eFacebook and Instagram\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e11. Ledbury\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.ledbury.com/\"\u003eLedbury\u003c/a\u003e is a fashion brand that uses storytelling to sell premium men’s shirts. It sells through its DTC website and wholesale partners—the latter of which is notoriously difficult to tell stories through. \u003ca href=\"https://www.shopify.com/enterprise/b2b-customer-service\"\u003eB2B customers\u003c/a\u003e are in control over how they market your products in their own stores.\u003c/p\u003e\n\u003cp\u003eLedbury alleviates this problem by \u003ca href=\"https://www.glossy.co/fashion/customers-want-storytelling-why-retailers-are-giving-brands-new-access-to-in-store-associates/\"\u003ehosting product knowledge sessions\u003c/a\u003e with its largest retail partners. Two to three times per year, its 30-minute lunches keep partners up to date on the company’s unique selling points and brand story, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eHow founders learned how to make shirts with a London-based tailor\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eThat its products are manufactured in the second-oldest shirt-making facility in the US\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWith this approach, department stores carrying Ledbury’s inventory can provide consistent messaging to customers regardless of where they shop.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/b2b-ecommerce\"\u003eMove your B2B business online\u003c/a\u003e with Shopify to replace pen and paper with digital communication with wholesale buyers.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSchedule regular training sessions with B2B customers to reinforce your brand story.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eImprove consistency and offer stellar \u003ca href=\"https://www.shopify.com/enterprise/b2b-customer-service\"\u003eB2B customer service\u003c/a\u003e by providing marketing materials in your online portal, such as videos and images that detail your brand story.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e12. Levi’s\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.levi.com/GB/en_GB/\"\u003eLevi’s\u003c/a\u003e is a denim retailer with an impressive knack for brand storytelling. The brand recently celebrated its 150th birthday by partnering with digital agency Droga5 on a new campaign titled “\u003ca href=\"https://www.levi.com/GB/en_GB/features/greatest-story-ever-worn\"\u003eThe Greatest Story Ever Worn\u003c/a\u003e.”\u003c/p\u003e\n\u003cp\u003eThis campaign is a series of three scripts, each inspired by a true story around its infamous 501 jeans, sourced from its archive. Each brand story was translated into 19 languages and distributed across 36 global markets through repurposed social, print, and event content.\u003c/p\u003e\n\u003cp\u003eIn an interview with \u003ca href=\"https://www.marketingdive.com/news/levis-greatest-story-ever-worn-creative-campaign-trail/643914/\"\u003eRetail Dive\u003c/a\u003e, Droga5’s senior art director, Cara Cecchini, said: \"When you take a step back, [the stories] all have some form of a universal theme.\u003c/p\u003e\n\u003cp\u003e“That was really important to us in terms of a global storytelling approach: even though this happened at this time, at this place, there’s a piece of it that we can all relate to via the product and the lore around the 501.\"\u003c/p\u003e\n\u003cp\u003eSean Barron, co-founder of \u003ca href=\"https://shopredone.com/\"\u003eRe/Done\u003c/a\u003e (via \u003ca href=\"https://www.glossy.co/fashion/scarcity-exclusivity-and-storytelling-re-dones-sean-barron-on-what-millennial-shoppers-want/\"\u003eGlossy\u003c/a\u003e), says: “What resonates and [works] to build a community in the millennial space are [styles] with scarcity, exclusivity and storytelling. And those three [characteristics] actually live inside of one pair of Levi’s.”\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/xf2TN9be_fM\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eBuild a repository of customer success stories you can tap into for brand event.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInvite customers to participate in short films or case studies to share their story.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose this content and distribute it online and offline—from social media advertising to billboards.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e13. Chanel\u003c/h3\u003e\n\u003cp\u003eLuxury fashion brands typically have a key advantage over other apparel companies: a long history. Chanel is no different. As the \u003ca href=\"https://www.statista.com/statistics/1323202/most-recognized-luxury-brands/\"\u003esecond-most-recognized\u003c/a\u003e luxury brand in the world, Chanel has a rich heritage dating back more than 100 years from which it pulls stories to solidify its brand equity and reputation.\u003c/p\u003e\n\u003cp\u003eChanel shares stories with luxury consumers through its \u003ca href=\"https://www.chanel.com/gb/about-chanel/the-stories/\"\u003eInside Chanel\u003c/a\u003e series. A collection of 32 short films hosted on its direct-to-consumer website, Chanel tells stories about the most infamous times in its history, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eHow its No. 5, Mademoiselle, and Coco perfumes came to life\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eThe design process of its jacket\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eKarl Lagerfeld’s involvement in the brand\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/a60a92a90c59456fb52c27135c77f2fc.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eIdentify key milestones in your luxury fashion brand’s history.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eFind your bestselling product and detail the manufacturing process behind it.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eTry to incorporate celebrities or influencers in your stories, such as Karl Lagerfeld in Chanel, for extra leverage when promoting brand stories across social media.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e14. Burberry\u003c/h3\u003e\n\u003cp\u003eBurberry is one of the largest luxury fashion brands to come out of the UK. Founder Thomas Burberry created the fashion house in 1856, making it another luxury brand with years of history to pull from in its brand storytelling campaigns.\u003c/p\u003e\n\u003cp\u003eBut instead of relying on this history, Burberry takes a unique approach with its \u003ca href=\"https://uk.burberry.com/acoustic/\"\u003eBurberry Acoustic\u003c/a\u003e campaign. British artists are invited to host live performances, which it promotes across its website and social media platforms.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/5f0f43e2f56f43caa98ffd54d2dc3f33.png\"\u003e\n\u003cp\u003eTo celebrate the campaign’s 170-year anniversary, Burberry \u003ca href=\"https://www.harpersbazaar.com/uk/fashion/fashion-news/a16794733/burberry-17-years-of-soundtracks-playlist/\"\u003ereleased a soundtrack\u003c/a\u003e featuring songs from artists who performed at Burberry events, played a Burberry Acoustic session, or recorded interviews with the brand.\u003c/p\u003e\n\u003cp\u003eIt’s a large-scale storytelling campaign that’s a win-win for everyone involved: British artists build good relationships with the brand since it helps them increase their own audiences, and Burberry benefits from interviewing these artists and telling their stories with the Burberry name attached.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eInvite influencers to record live exclusive content with you, such as Q\u0026amp;A sessions or styling tutorials.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake these videos shoppable with Shopify apps like \u003ca href=\"https://apps.shopify.com/reactive\"\u003eReactive\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eAs part of your contract, make it mandatory for influencers to share the story videos with their own audiences.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e15. Barry’s Bootcamp and Balmain\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.barrysbootcamp.com/country-select/\"\u003eBarry’s Bootcamp\u003c/a\u003e recently launched a campaign with Olivier Rousteing, a designer with luxury fashion brand \u003ca href=\"https://www.balmain.com/ca\"\u003eBalmain\u003c/a\u003e. Rousteing created limited-edition hoodies for Barry’s, a popular fitness and lifestyle fashion brand, to sell online.\u003c/p\u003e\n\u003cp\u003eBarry’s used an integrated storytelling and ecommerce sales approach to drive customers through the funnel.\u003c/p\u003e\n\u003cp\u003eTo start, it built a custom landing page that hosted a video explaining the fashion collaboration. The countdown clock on the homepage created a sense of urgency, with shoppers only having a few days to bid on the limited-edition items.\u003c/p\u003e\n\u003cp\u003eThe campaign not only drove conversions on-site—it helped raise awareness of the new \u003ca href=\"https://www.barrysbootcamp.com/studio/paris/\"\u003eBarry’s store opening in Paris\u003c/a\u003e.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/4955ac80e893484f9602c647db8ce914.png\"\u003e\n\u003cp\u003eAlso, 100% of the proceeds went to \u003ca href=\"https://le-refuge.org/\"\u003eLe Refuge\u003c/a\u003e, an organization that provides medical, psychological, and legal support to young people who are victims of homophobia and transphobia. That feel-good brand story was an extra incentive to make loyal customers not only buy the products, but fall deeper in love with the two brands.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eRun a co-marketing campaign with another similar but not competitive fashion brand.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eHost a special event using exclusivity and urgency, such as time- or quantity-limited stock.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGive people a reason to shop during the event by donating a portion of profits to a nonprofit or charity organization.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eBreathe new life into your fashion ecommerce brand story\u003c/h2\u003e\n\u003cp\u003eWhether your business has been around for five years or 50, your fashion brand story must put your customers first. If their perspectives change, your narrative needs to change too.\u003c/p\u003e\n\u003cp\u003eInvolve your audience, and other brands and influencers, in telling your story. They can do so through reviews, word of mouth, and even creating content to advocate for you and influence other customers.\u003c/p\u003e\n\u003cp\u003eWhatever form your fashion brand storytelling content takes, optimize it to drive product interest and sales. It should entertain, empower, and inspire your audience at the same time. Experiment with new platforms and technologies to immerse customers in your brand stories and let them experience your fashion brand in new ways.\u003c/p\u003e\n\u003ch3\u003eHow Shopify can help\u003c/h3\u003e\n\u003cp\u003eWhile custom-built commerce systems have historically been the norm for larger fashion and apparel brands, today it’s much easier to get started using platforms like Shopify.\u003c/p\u003e\n\u003cp\u003eShopify allows fashion brands to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eCustomize and scale internationally.\u003c/b\u003e Use \u003ca href=\"https://help.shopify.com/en/manual/markets\"\u003eShopify Markets\u003c/a\u003e to personalize multiple storefronts around the globe and get confidence to experiment, test new markets, and scale on demand during large traffic spikes.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eSynchronize product information and inventory.\u003c/b\u003e Storytelling works best when it’s consistent. Integrate your Shopify store with a \u003ca href=\"https://www.shopify.com/enterprise/pim-ecommerce\"\u003eproduct information management (PIM) tool\u003c/a\u003e to communicate the same product details, inventory, and story consistently across all sales and marketing channels.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eMonitor performance.\u003c/b\u003e Are your storytelling campaigns paying off? Sync your entire toolkit with Shopify through \u003ca href=\"https://www.shopify.com/uk/plus/integrate\"\u003eAPIs and SDKs\u003c/a\u003e, so you can make smarter inventory, pricing, and fulfillment decisions to accelerate growth.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eShayan Zadeh, CEO of \u003ca href=\"https://www.shopify.com/plus/customers/dressbarn\"\u003eDressbarn\u003c/a\u003e, says: “Working with Shopify allows you to do something Herculean like this in a very short period of time. Instead of going around in circles with red tape and reviews, we were actually building stuff and testing it to make sure it worked.”\u003c/p\u003e\n\u003cp\u003eRegardless of your decision to buy or build an ecommerce platform for your fashion brand, any enterprise software you choose must reduce complexity, streamline multichannel selling, and allow you to focus on running your business—not on technology.\u003c/p\u003e\n\u003cdiv id=\"faq-section\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003eFashion brand storytelling FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat is an example of brand storytelling?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eGood American is a great example of fashion brand storytelling. It uses the founder’s story—that she had to shop in a separate area of a department store than her sisters—to communicate the need for its inclusive denim products.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow do you write a fashion brand story?\u003c/h3\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eIdentify your target audience.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eClarify your origin story. \u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003ePut yourself in your customers’ shoes.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eUse a storytelling framework.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eAdd the story to your About page.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eIncorporate the story across marketing channels.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat is storytelling in fashion?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eFashion storytelling happens when apparel brands use stories to help their target audience connect with the brand. This could be the brand’s origin story, key milestones in the brand’s history, or a tale of a previous customer wearing its products.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow do luxury brands use storytelling?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eLuxury brands often share the origin story of their businesses when telling stories. Burberry, for example, often tells the story of how its infamous Burberry check came to life.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003c/div\u003e","excerpt":"Fashion brands tell their stories to attract, convert, and keep customers. Let’s take a look at 15 fashion brand storytelling examples.","excerptHtml":"\u003cp\u003eFashion brands tell their stories to attract, convert, and keep customers. Let’s take a look at 15 fashion brand storytelling examples.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-03-24T14:00:00.000Z","key":"published_date"},null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756283960","handle":"elise-dopson","field":{"__typename":"MetaobjectField","value":"Elise Dopson"}}}]},"value":"[\"gid://shopify/Metaobject/7756283960\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"6 Scientific Principles of Persuasion All Smart Ecommerce Founders Know\",\"url\":\"enterprise/blog/44331971-6-scientific-principles-of-persuasion-all-smart-ecommerce-founders-know\"},{\"title\":\"3D Printing: Prototype, Test, Launch - All in 3 Days\",\"url\":\"enterprise/blog/91623110-3d-printing-prototype-test-launch-all-in-3-days\"},{\"title\":\"B2B Ecommerce: Everything You Need to Know to Get Started\",\"url\":\"enterprise/blog/b2b-ecommerce\"},{\"title\":\"What are the Ecommerce trends for 2023?\",\"url\":\"plus/commerce-trends/ecommerce\"},{\"title\":\"How to Choose An Enterprise Ecommerce Platform\",\"url\":\"enterprise/blog/enterprise-ecommerce-platforms\"},{\"title\":\"What is Headless Commerce: A Complete Guide for 2022\",\"url\":\"enterprise/blog/headless-commerce\"},{\"title\":\"Wholesale Ecommerce: What is It and How to Start?\",\"url\":\"enterprise/blog/wholesale-ecommerce-websites\"},{\"title\":\"11 Ecommerce Checkout Best Practices: Improve the Checkout Experience and Increase Conversions\",\"url\":\"blog/ecommerce-checkout\"},{\"title\":\"What 1-Click Checkout Can Do for Your Small Business\",\"url\":\"blog/1-click-checkout\"},{\"title\":\"How to Optimize Your Mobile Checkout Flow\",\"url\":\"enterprise/blog/mobile-checkout\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}},{"__typename":"ArticleEdge","cursor":"eyJsYXN0X2lkIjo1NTg2NDMyODE5NzYsImxhc3RfdmFsdWUiOjU1ODY0MzI4MTk3Nn0=","node":{"__typename":"Article","id":"gid://shopify/Article/558643281976","handle":"seo-product-descriptions","title":"SEO Product Descriptions: 7 Tips To Optimize Your Product Pages","publishedAt":"2024-10-29T05:00:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/39iLkk8rLyF7llth1Vqqov_289b0fd4-4eb4-4d76-abf9-76e9fadf695b.png?v=1719388638","altText":"seo","width":3840,"height":2160},"tags":["author:michael-keenan","locale:en","popular","reviewer:Arthur Camberlein","topic:tips-and-strategies"],"contentHtml":"\u003cp\u003eYou’re confident about your storefront on-site performance. Your \u003ca href=\"/enterprise/blog/site-speed-score\"\u003esite-speed score\u003c/a\u003e is top notch, your images are professionally shot, and a recent iteration of testing has taken your \u003ca href=\"/enterprise/blog/ecommerce-conversion-rate-optimization\"\u003eecommerce conversion rate optimization\u003c/a\u003e to a new level.\u003c/p\u003e\n\u003cp\u003eUnfortunately, even if your product descriptions are optimized to sell, that may not be enough to impact your bottom line.\u003c/p\u003e\n\u003cp\u003eAfter all, no one can buy your products if they can’t find them.\u003c/p\u003e\n\u003cp\u003eAnd, if you’re not number one in search… you might as well not exist. The average click-through rate (CTR) for position one is 45.44%, according to \u003ca href=\"https://www.advancedwebranking.com/ctrstudy/\"\u003eAdvanced Web Ranking\u003c/a\u003e, with position two bringing in an average CTR of just 17%.\u003c/p\u003e\n\u003cp\u003eIn this article, you’ll learn seven tips for writing product descriptions that earn better search rankings for your ecommerce store.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat are SEO product descriptions?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eBenefits of SEO-friendly product descriptions\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003e7 tips for writing SEO-friendly product descriptions\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eSEO product descriptions FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat are SEO product descriptions?\u003c/h2\u003e\n\u003cp\u003eSearch engine optimization (SEO) product descriptions help ecommerce websites show up better in search engines like Google. They are used on websites that sell products online, like clothes or toys, and include special words and phrases that people might use when they're searching for those things online.\u003c/p\u003e\n\u003cp\u003eThese descriptions serve two important purposes: they optimize your website's product pages and can be adapted for product feeds on shopping platforms like Google Shopping. For best results, creating unique descriptions for each platform is recommended rather than using identical content. This means writing one optimized version for your website and a distinct version for shopping feed listings to maximize visibility and avoid content duplication.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eBenefits of SEO-friendly product descriptions\u003c/h2\u003e\n\u003ch3\u003eImproved search engine ranking\u003c/h3\u003e\n\u003cp\u003eYou can rank higher for relevant keywords by including them in your product descriptions, which will help drive organic traffic to your website and make your products more visible in search engine results pages (SERPs).\u003c/p\u003e\n\u003ch3\u003eEnhanced user experience\u003c/h3\u003e\n\u003cp\u003eWell-written, informative product descriptions can provide value to potential customers and improve their overall experience on your ecommerce site. \u003ca href=\"/enterprise/blog/8-ways-you-can-improve-your-consumers-online-trust-of-your-products\"\u003eOnline trust\u003c/a\u003e and credibility can increase conversions.\u003c/p\u003e\n\u003ch3\u003eIncreased sales\u003c/h3\u003e\n\u003cp\u003eA detailed, accurate, and engaging description of your products can persuade potential customers to buy. Good copywriting can also help you differentiate your products from the competition.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003e7 tips for writing SEO-friendly product descriptions\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eWrite for buyers, not bots\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eMajor on benefits, include features\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eTarget the right SEO product keywords\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eStrategically place keywords in your copy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003eLet buyer awareness drive length\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eCreate a clear call to action\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eCreate unique product descriptions for each product detail page (PDP)\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3 id=\"5\"\u003e1. Write for buyers, not bots\u003c/h3\u003e\n\u003cp\u003eThe number one rule for good \u003ca href=\"/blog/ecommerce-seo-beginners-guide\"\u003eecommerce SEO\u003c/a\u003e is to write for people first—not for the search engine web crawlers.\u003c/p\u003e\n\u003cp\u003eWhat’s good for your target audience is good for search engines, because their top priority is \u003ca href=\"/enterprise/blog/usability-the-key-to-spending-less-on-ads-and-increasing-sales\"\u003eusability\u003c/a\u003e. The whole point of organic search is to help users find exactly what they’re looking for. If your own product descriptions align with this goal, you’re going to please Google Search algorithms and rank well.\u003c/p\u003e\n\u003cp\u003eSure, you can use the manufacturer’s descriptions—but they won’t be able to nail your brand voice and audience pain points like you can. It also might create duplicate content across different websites. \u003c/p\u003e\n\u003cp\u003eWhen writing your descriptions, always ask yourself:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eDoes this help the online buyer? \u003c/li\u003e\n\u003cli\u003eDoes it inform, enlighten, and help them make a purchase decision?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eIf you start from square one using this approach, you’re already on the ideal path to writing SEO-optimized product descriptions. If you already have product descriptions on your site, conduct an \u003ca href=\"/enterprise/blog/conduct-an-enterprise-seo-audit\"\u003eSEO audit\u003c/a\u003e to see which are performing well, and improve on the ones that are not.\u003c/p\u003e\n\u003ch3 id=\"6\"\u003e2. Major on benefits, include features\u003c/h3\u003e\n\u003cp\u003eYou cannot write an informative, accurate description of a product unless you understand that product inside out. Vague knowledge of a product will lead to an equally vague description, one that is unhelpful for your online buyers as well as the search engines.\u003c/p\u003e\n\u003cp\u003eHere’s a good example: Does this writer know anything about the winter boots they’re describing?\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Product page with measurements, brand description, style details, and UPC code for Cougar Creek Boots.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/product-description-example.png?v=1730218204\"\u003e\u003c/div\u003e\n\u003cp\u003eThis description could be referring to any winter boots. It doesn’t connect to the buyer’s information needs. It’s heavy on features, but light on benefits.\u003c/p\u003e\n\u003cp\u003eYou may be jazzed about your products’ features and ready to shout them from the rooftops—but all your buyers care about are the benefits.\u003c/p\u003e\n\u003cp\u003eHere’s the difference:\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFeatures\u003c/strong\u003e are impersonal. Features describe what a product can do, what it looks like, or how it works, without relating those things to the buyer. Features are great, but why should the buyer care about them?\u003c/p\u003e\n\u003cp\u003eLet’s return to the above winter boots for an example of an entirely features-driven product description:\u003c/p\u003e\n\u003cp\u003e“The Cougar Creek Boots Feature A Canvas Upper With A Round Toe. The Man-made Outsole Lends Lasting Traction And Wear.”\u003c/p\u003e\n\u003cp\u003eThis description tells you what materials the boots are made of. \u003cstrong\u003eWhat it does not tell you is how boots made of those materials will improve your life beyond “lasting traction and wear.”\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eEven that part tells us next to nothing:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eWill they stand up to getting wet?\u003c/li\u003e\n\u003cli\u003eLasting traction and wear as compared to what?\u003c/li\u003e\n\u003cli\u003eWill these boots get me through harsh winter seasons?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEven if these boots could get you through a week living in a sub-zero arctic tundra, we’d never know. So what’s a better way to inform online buyers and get them to linger on your product page?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eBenefits\u003c/strong\u003e describe how product features will work for the buyer. Benefits address exactly how your product will improve your customers’ lives.\u003c/p\u003e\n\u003cp\u003eDescribing benefits is far more helpful for certain demographics than listing features. Adding product benefits makes your description relevant to the buyer—and that makes it better for SEO.\u003c/p\u003e\n\u003cp\u003eA good, benefits-driven description looks like this:\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Search result showing Cougar Roger Duck Pac Boots for women, waterproof with a soft fabric lining.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/product-description-example-2.png?v=1730218248\"\u003e\u003c/div\u003e\n\u003cp\u003eThis description not only mentions features (“a waterproof rubber foot” and “a soft fabric lining”), it also tells you how you will benefit from them (the rubber “blocks moisture from getting in” and the fabric lining “ensures toasty warmth and comfort”).\u003c/p\u003e\n\u003cp\u003eNote how quickly you get a clear picture of what it would be like to wear these boots when you read this description. It covers all the main points that matter to a buyer in two sentences.\u003c/p\u003e\n\u003cp\u003eWhen you stick to the benefits of your products in your descriptions, your persuasive power and \u003ca href=\"/enterprise/blog/enterprise-seo\"\u003eenterprise SEO strateg\u003c/a\u003ey will both be equally effective.\u003c/p\u003e\n\u003ch3 id=\"7\"\u003e3. Target the right SEO product keywords\u003c/h3\u003e\n\u003cp\u003eTo optimize SEO for product descriptions, you must include using the right target keywords. This will help search engines understand your pages, which will help internet searchers find what you’re selling.\u003c/p\u003e\n\u003cp\u003eSo, how do you do the right keyword research?\u003c/p\u003e\n\u003cp\u003eIt’s all about narrowing it down to the right phrase, which starts with a solid keyword research tool. SEMrush is a great option, as is KWFinder or Moz Keyword Explorer. These tools let you research specific keywords and give you valuable data about factors like:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eSearch volume (how many people are searching for a given keyword)\u003c/li\u003e\n\u003cli\u003eKeyword difficulty (how hard it will be to rank for a given keyword)\u003c/li\u003e\n\u003cli\u003eRelated terms you can potentially use in your content (e.g., long tail keywords)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe right keywords will almost always fall into that last category, known as long tail keywords. Why? Because longer queries tend to have more commercial search intent. You should use long tail keywords because they have a higher conversion value—they lead to more sales.\u003c/p\u003e\n\u003cp\u003eFor example, let’s say we’re selling a product that fits the general definition of “face oil.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTo narrow down our keyword, we consider our ingredients (or substitute the benefits and features, if we have a retail product).\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIf we add our top ingredient for face oil, we might identify something truly unique, like squalane oil. (For inquiring minds, squalane is a plant-based substance known for anticancer and skin-protecting effects.)\u003c/p\u003e\n\u003cp\u003eLet’s say our product also contains vitamin C and rose oil. We can add more key ingredients, and get a targeted phrase: squalane vitamin C rose oil.\u003c/p\u003e\n\u003cp\u003eCheck out how the competition numbers go down when we narrow down our search queries (screenshots from Semrush).\u003c/p\u003e\n\u003cp\u003eStarting with “face oil,” we’re up against some fairly big sites: In the top results are landing pages from Ulta and Sephora, and we’re looking at numbers on the keyword difficulty scale that score past 50 out of 100. It’s possible buyers will find our product with this search, but it won’t be easy.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"SEO analysis for face oils keywords with variations, questions, related keywords, and top search results.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/keyword-research.png?v=1730218286\"\u003e\u003c/div\u003e\n\u003cp\u003eBut just by adding “vitamin c rose” to “face oil,” we can identify an easier keyword to rank for:\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Keyword overview for 'vitamin C rose oil' showing volume, difficulty, and global data.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/keyword-overview.png?v=1730218315\"\u003e\u003c/div\u003e\n\u003cp\u003eBy narrowing down, we’re competing with fewer big names to win first-page placement for our keyword ranking.\u003c/p\u003e\n\u003cp\u003eCheck out how the brand Biossance—a Shopify merchant—uses this exact keyword phrase for its product name, a fantastic example of how to “SEO” your product descriptions.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Biossance product page featuring Squalane + Vitamin C Rose Oil with product details and clinical report.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/product-page.png?v=1730218341\"\u003e\u003c/div\u003e\n\u003ch3 id=\"8\"\u003e4. Strategically place keywords in your copy\u003c/h3\u003e\n\u003cp\u003eOnce you have some good keywords in hand, you can strategically place them in your product descriptions.\u003c/p\u003e\n\u003cp\u003eAvoid keyword stuffing. This is easy to do in short descriptions (300 words or less). To avoid it, use your focus keyword no more than a few times:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOnce in the page’s URL\u003c/li\u003e\n\u003cli\u003eOnce in the product description title\u003c/li\u003e\n\u003cli\u003eOnce or twice in the body copy\u003c/li\u003e\n\u003cli\u003eOnce in the alt image tag\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eInclude your keyword in your link text, but only if it meshes with the product title.\u003c/p\u003e\n\u003cp\u003eLet’s return to the Biossance facial oil for a good example of how to use keywords in your product descriptions.\u003c/p\u003e\n\u003cp\u003eThroughout this product description, the keyword “squalane vitamin C rose oil” is used:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOnce in the URL\u003c/li\u003e\n\u003cli\u003eOnce in the page title and H1\u003c/li\u003e\n\u003cli\u003eOnce in the image alt\u003c/li\u003e\n\u003cli\u003eAnd sparingly in the body copy\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThis shortlist above is all you need to rank (and to avoid penalization for repeating your keyword ad nauseam).\u003c/p\u003e\n\u003ch3 id=\"9\"\u003e5. Let buyer awareness drive length\u003c/h3\u003e\n\u003cp\u003eUnfortunately, there is no set length that works for every product. Instead, best practices demand that you base the length of your descriptions on customers’ level of awareness of your product.\u003c/p\u003e\n\u003ch4\u003eLow buyer awareness\u003c/h4\u003e\n\u003cp\u003ePotential buyers with \u003cstrong\u003elow awareness\u003c/strong\u003e of your product will need more convincing—they don’t know you, your product, or that they have a need for it. This means you have to describe your product thoroughly to bring them to the level of awareness needed for a sale.\u003c/p\u003e\n\u003cp\u003eThe example we looked at above from Biossance thoroughly addresses buyers, even those at a low awareness level.\u003c/p\u003e\n\u003cp\u003eThe first part of the description is a general summary, and below that there are tabs the user can click on for more details, ingredients, how to use, and FAQs. This is a fantastic way to lay out product copy in a way that is both user-friendly and informative.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Biossance product page with clinical report and customer reviews for Squalane + Vitamin C Rose Oil.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/pdp-reviews.png?v=1730218371\"\u003e\u003c/div\u003e\n\u003cp\u003eBiossance also showcases customer reviews buyers can check out to see if it’s the right product.\u003c/p\u003e\n\u003ch4\u003eHigh buyer awareness\u003c/h4\u003e\n\u003cp\u003eOn the other end of the spectrum, highly aware online buyers are already fully cognizant of the product and why they need it. They require far less convincing to reach for their wallets, so you’ll need less copy.\u003c/p\u003e\n\u003cp\u003eHere’s an example of a product description for a simple T-shirt from Madewell that addresses buyers with a high awareness level:\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Madewell T-shirt product description showing front and back views with product details.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/madewell-pdp.png?v=1730218398\"\u003e\u003c/div\u003e\n\u003cp\u003eEverybody knows what a T-shirt is and what it’s for. We don’t need a novel-length description to explain it—just a brief paragraph and key bullet points.\u003c/p\u003e\n\u003cp\u003eOf course, awareness can be features-dependent, too.\u003c/p\u003e\n\u003cp\u003eFor instance, think about selling everyday cotton T-shirts like the ones described above. Everybody knows what they are, what they’re used for, and how to care for them—you don’t need to explain their purpose or describe their special features in detail.\u003c/p\u003e\n\u003cp\u003eBut what about organic cotton T-shirts? What about hand-sewn T-shirts with embroidered details? Or designer T-shirts made from high-end fabric?\u003c/p\u003e\n\u003cp\u003eAs you can imagine, as the special features of a product increase, the length of the description you need grows too.\u003c/p\u003e\n\u003cp\u003eThis is why your product description length for SEO depends on your particular targets, their level of product awareness, and the type of products you sell.\u003c/p\u003e\n\u003ch3 id=\"10\"\u003e6. Create a clear call to action (CTA)\u003c/h3\u003e\n\u003cp\u003eYour call to action (CTA) should come after the product description is written. CTAs help shoppers move seamlessly through their journey, from product browse to checkout. They should be clear and engaging, and include an action you want the customer to take.\u003c/p\u003e\n\u003cp\u003eCreate \u003ca href=\"/enterprise/ecommerce-product-pages-add-to-cart\"\u003eecommerce product pages\u003c/a\u003e with CTA’s like “Add to Cart” or “Add to Bag.” Many retailers also use a secondary “Add to Wishlist” CTA to let shoppers save desired products to their account, as seen in the Culture Kings example below.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Timberland X Culture Kings 6-inch Premium Boot product page showing multiple images and price details.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/culture-kings-pdp.png?v=1730218471\"\u003e\u003c/div\u003e\n\u003ch3 id=\"11\"\u003e7. Create unique product descriptions for each product detail page (PDP)\u003c/h3\u003e\n\u003cp\u003eAnother must for good SEO is to avoid duplicate content at all costs.\u003c/p\u003e\n\u003cp\u003eIn general, creating similar descriptions for all the products in your online store can cause problems to your website for to rank properly on search engines. Algorithm might struggle trying to index your pages.\u003c/p\u003e\n\u003cp\u003eWhen you have product descriptions that look like near-duplicates, search engines don’t know what to do with them. This can drive down visibility for all of your pages.\u003c/p\u003e\n\u003cp\u003eTo make sure this doesn’t happen to you, each of your product descriptions needs to be unique, including specific product titles.\u003c/p\u003e\n\u003ch2\u003eGood product descriptions are worth the hard work\u003c/h2\u003e\n\u003cp\u003eThere’s no doubt about it: SEO for product descriptions is important for any DTC or \u003ca href=\"/enterprise/blog/b2b-ecommerce-strategy\"\u003eB2B ecommerce strategy\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe key is to think of the online buyer’s information needs first and foremost. Then, follow best practices to ensure your digital marketing will net the attention of search engines.\u003c/p\u003e\n\u003cp\u003eThat’s the simple rule of thumb for writing winning product descriptions that do their job without a hitch.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"4\"\u003eSEO product descriptions FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do I add SEO to my product description?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eTo optimize a product page for search, some of the main elements you’ll need are a descriptive heading, title tag, and meta description, a unique product description, high-quality product images with descriptive alt text, and a human-readable URL structure.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow long should a product description be for SEO?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThey should be as long as necessary to comprehensively describe the product. Keep readability in mind. If shoppers can easily understand and connect with your text, they’ll act on it. Meta descriptions on product pages, however, should be between 120 and 160 characters if you don’t want Google to rewrite them. Note that even if your tags are good, Google may still rewrite them based on the search query.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat should I write for my product description?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eYour product description should provide a valuable and engaging experience for your reader that explains the product's primary features, benefits, and pricing. It should also include the business value you provide to optimize click-through rates.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"No one can buy your products if they can’t find them. This article offers 7 tips to optimize your SEO for product descriptions.","excerptHtml":"No one can buy your products if they can’t find them. This article offers 7 tips to optimize your SEO for product descriptions.","seo":{"__typename":"SEO","title":"SEO Product Descriptions: 7 Tips To Optimize Your Product Pages","description":"No one can buy your products if they can’t find them. This article offers 7 tips to optimize your SEO for product descriptions."},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[null,{"__typename":"Metafield","references":null,"value":"Arthur Camberlein","key":"reviewed_by"},{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756349496","handle":"michael-keenan","field":{"__typename":"MetaobjectField","value":"Michael Keenan"}}}]},"value":"[\"gid://shopify/Metaobject/7756349496\"]","key":"authors"},{"__typename":"Metafield","references":null,"value":"[{\"title\":\"Customer Psychology in Ecommerce: Behavior Change in the Digital Age\",\"url\":\"enterprise/blog/customer-psychology-ecommerce\"},{\"title\":\"How To Create a Memorable and Shareable Unboxing Experience for Your Brand\",\"url\":\"enterprise/blog/63547715-how-to-create-a-memorable-and-shareable-unboxing-experience-for-your-brand\"},{\"title\":\"How to Launch a Wholesale Ecommerce Channel with One Click \u0026 Tap into the $7.7 Trillion Online B2B Market\",\"url\":\"enterprise/blog/introducing-wholesale\"},{\"title\":\"Returning Ecommerce Visitors: How to ‘Nudge’ Non-Buyers into Taking the Customer Leap\",\"url\":\"enterprise/blog/returning-ecommerce-visitors\"},{\"title\":\"Replatforming SEO Strategies to Protect Rankings, Boost Traffic, and Drive Sales\",\"url\":\"enterprise/blog/replatforming-seo-strategies\"},{\"title\":\"Ecommerce RFP Template: 10 Questions \u0026 157 Point Checklist for Replatforming\",\"url\":\"enterprise/blog/ecommerce-rfp-template\"},{\"title\":\"Gift Wrapping in Ecommerce: How to Boost AOV This Holiday Season\",\"url\":\"enterprise/blog/gift-wrapping-ecommerce\"},{\"title\":\"Customer Retention: How to Turn New Shoppers into Repeat Customers\",\"url\":\"enterprise/blog/customer-retention-how-to-turn-new-shoppers-into-repeat-customers\"},{\"title\":\"How to Monetize Dormant Customers With a Successful Winback Campaign\",\"url\":\"enterprise/blog/running-winback-campaigns\"},{\"title\":\"Replatforming SEO Strategies to Protect Rankings, Boost Traffic, and Drive Sales\",\"url\":\"enterprise/blog/replatforming-seo-strategies\"}]","key":"interlinkings_json"},{"__typename":"Metafield","references":null,"value":"[{\"handle\":\"enterprise-ecommerce-platforms\",\"title\":\"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store\",\"tags\":[\"Enterprise commerce\"]},{\"handle\":\"total-cost-of-ownership\",\"title\":\"How to Calculate Total Cost of Ownership for Enterprise Software\",\"tags\":[\"TCO\"]},{\"handle\":\"ecommerce-replatforming-guide\",\"title\":\"Ecommerce Replatforming: A Step-by-Step Guide To Migration\",\"tags\":[\"Migrations\"]},{\"handle\":\"b2b-ecommerce\",\"title\":\"What Is B2B Ecommerce? Types + Examples\",\"tags\":[\"B2B Ecommerce\"]},{\"handle\":\"dtc-marketing\",\"title\":\"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)\",\"tags\":[\"Direct to consumer (DTC)\"]},{\"handle\":\"ecommerce-personalization-examples\",\"title\":\"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024\",\"tags\":[\"Tips and strategies\"]},{\"handle\":\"multi-channel-software-listing-selling-management\",\"title\":\"How To Sell on Multiple Channels Without the Logistical Headache (2024)\",\"tags\":[\"Multi-Channel\"]},{\"handle\":\"composable-commerce\",\"title\":\"Composable Commerce: What It Means and Is It Right for You?\",\"tags\":[\"Enterprise ecommerce\"]}]","key":"popular_blog_post_json"}]}}],"pageInfo":{"__typename":"PageInfo","endCursor":"eyJsYXN0X2lkIjo1NTg2NDMyODE5NzYsImxhc3RfdmFsdWUiOjU1ODY0MzI4MTk3Nn0=","hasNextPage":false,"hasPreviousPage":false,"startCursor":"eyJsYXN0X2lkIjo1NTg2NTI0NTcwMTYsImxhc3RfdmFsdWUiOjU1ODY1MjQ1NzAxNn0="}}}},"loading":false,"networkStatus":7},"contentHtml":"\u003cp\u003eAccording to \u003ca href=\"https://www.accenture.com/us-en/insights/software-platforms/why-shopping-set-social-revolution\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eAccenture\u003c/a\u003e, social commerce sales reached $492 billion worldwide in 2021 and are forecasted to triple to $1.2 trillion by 2025. The market opportunity is vast for retailers willing to embrace a human-centric approach to online shopping that can strengthen consumer relationships.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/research/future-of-commerce/future-of-ecommerce#Trend3\"\u003eShopify data\u003c/a\u003e shows that 49% of brands plan to increase their investment in \u003ca href=\"/enterprise/social-commerce-trends\"\u003esocial commerce\u003c/a\u003e this year. When developing a social commerce strategy, businesses should consider how they can use \u003ca href=\"/enterprise/social-commerce-platforms\"\u003esocial commerce platforms\u003c/a\u003e to create a more humanized shopping experience that meets consumers’ needs and drives conversions.\u003c/p\u003e\n\u003cp\u003eLet’s take a look at nine social commerce strategies that can improve your social selling efforts in 2023.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e9 strategies for social commerce success\u003c/h2\u003e\n\u003cp\u003eAny brand hoping to cash in on growing \u003ca href=\"/ca/enterprise/social-commerce-trends\"\u003esocial commerce trends\u003c/a\u003e must consciously create a strategy grounded in consumer understanding, thoughtful channel selection, and routine performance measurement. Let’s look at nine social commerce strategies to help you capitalize on this opportunity.\u003c/p\u003e\n\u003ch3\u003e1. Meet your customers where they are\u003c/h3\u003e\n\u003cp\u003eTo create a successful social commerce strategy, retailers must first recognize that it’s not about them. It’s about the customer.\u003c/p\u003e\n\u003cp\u003e“If I were starting from scratch, I would spend some time listening from the customer’s perspective and coming up with a vision for our social commerce strategy,” explains Timothy Hughes, author of \u003ca href=\"https://www.amazon.com/Social-Selling-Techniques-Influence-Changemakers/dp/1398607320/ref=pd_lpo_1?pd_rd_w=FND3I\u0026amp;content-id=amzn1.sym.116f529c-aa4d-4763-b2b6-4d614ec7dc00\u0026amp;pf_rd_p=116f529c-aa4d-4763-b2b6-4d614ec7dc00\u0026amp;pf_rd_r=FMV8WKXJSJDS70KYACFH\u0026amp;pd_rd_wg=83sjr\u0026amp;pd_rd_r=66030f67-6311-482e-8b43-71330416b3bc\u0026amp;pd_rd_i=1398607320\u0026amp;psc=1\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eSocial Selling: Techniques to Influence Buyers and Changemakers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003ci\u003e“It has to be about community, not commerce.” —Timothy Hughes\u003c/i\u003e\u003c/p\u003e\n\u003cp\u003eFirst, identify where your target customers spend their time. Doing this research upfront will ensure that you are investing in the right social commerce platforms to connect with them.\u003c/p\u003e\n\u003cp\u003eConsult the demographic data for popular social commerce platforms to see how they align with your target customer.\u003c/p\u003e\n\u003cp\u003eAlso, research top competitors to see what platforms they use and what their engagement is like to inform your own social commerce strategy.\u003c/p\u003e\n\u003cp\u003eTake \u003ca href=\"https://knix.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eKnix\u003c/a\u003e, an intimate apparel brand. It’s done the research to understand that thitsir target customers look to \u003ca href=\"https://www.instagram.com/knix/?hl=en\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eInstagram\u003c/a\u003e for inspiration. So, it make it incredibly easy for customers to go from IG to product pages in one tap.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/eacf5fbdfc0e447b8cd7e3fa17cbfba4.png\" pm=\"\" at=\"\" shot=\"\"\u003e\n\u003ch3\u003e2. Create highly engaging content\u003c/h3\u003e\n\u003cp\u003eEngaging, relevant, and high-quality content can correlate to higher sales. Data from \u003ca href=\"https://sproutsocial.com/insights/data/social-media-connection/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eSprout Social\u003c/a\u003e shows that 57% of consumers will increase their spending with a brand they feel connected to. There are many ways to create memorable content that helps buyers feel more connected with your brand. Here are a few places to start.\u003c/p\u003e\n\u003ch3\u003e3. Make your content audience-focused\u003c/h3\u003e\n\u003cp\u003eWhether it’s a Facebook shop, Instagram shop, or Pinterest storefront, the number one key to selling on social media is publishing audience-focused content, according to Joe Troyer, CEO and Growth Advisor at \u003ca href=\"https://digitaltriggers.io\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eDigital Triggers\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e“If you’re a service-based business, publish social commerce content that targets your exact audience, helping them solve problems, achieve their goals, and remove their struggles. This will automatically build trust, leading to sales,” says Troyer.\u003c/p\u003e\n\u003cp\u003e“Consumer brands should publish content that their audience enjoys. For instance, if you’re a boxing equipment brand, publish content related to boxing: Muhammad Ali or Mike Tyson’s boxing tips, motivational reels, quotes, and more. Gather the right tribe around your brand.”\u003c/p\u003e\n\u003cp\u003eFor example, Shopify customer \u003ca href=\"/plus/customers/boxraw\"\u003eBoxraw\u003c/a\u003e is using the poster of the upcoming film \u003ca href=\"https://www.instagram.com/p/Cj0QtK8KrRx/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eCreed III\u003c/a\u003e to get its audience pumped.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/e36d8ccee912460a98f6ff4375a0e23a.png\" am=\"\" at=\"\" shot=\"\" loading=\"lazy\"\u003e\n\u003ch3\u003e4. Show behind-the-scenes content\u003c/h3\u003e\n\u003cp\u003eThis is especially effective if you’re a new business, launching a new product, or aiming to generate brand awareness. Offering a behind-the-scenes peek at your brand and how the proverbial sausage gets made can create a deeper connection with your audience, help tell your brand’s story, and keep your followers coming back for more. Use this opportunity to share what makes your company special or give shoppers unique insights they wouldn’t usually see from a brand like yours.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.graceeleyae.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eGrace Eleyae\u003c/a\u003e, an ecommerce merchant offering a variety of satin products that help protect your hair, recently gave viewers an \u003ca href=\"https://www.instagram.com/p/CjOLNS7PrDc/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003einside look\u003c/a\u003e at how to pronounce the company’s name.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2e2acd04272e49a5b344085959ba3fa3.png\" am=\"\" at=\"\" shot=\"\" loading=\"lazy\"\u003e\n\u003ch3\u003e5. Encourage UGC (user-generated content)\u003c/h3\u003e\n\u003cp\u003eThis type of content can help build credibility for your brand. Your social commerce strategy will be more effective when you leverage social proof. This includes customer reviews and encouraging customers to post their own photos or videos of themselves unboxing or using your product and tagging your company. See \u003ca href=\"https://www.instagram.com/blenderbottle/tagged/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eBlenderBottle\u003c/a\u003e for inspiration.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/f3768e8b4511451abda9a96100ba09ad.png\" am=\"\" at=\"\" shot=\"\" loading=\"lazy\"\u003e\n\u003ch3\u003e6. Co-create with micro-influencers\u003c/h3\u003e\n\u003cp\u003eDevelop partnerships with popular influencers in your category to broaden your reach, build brand affinity, and cultivate credibility with that influencer’s audience. But instead of looking for the personalities with the most followers, opt for the most relevant influencers with the most engaged followers—also known as micro-influencers.\u003c/p\u003e\n\u003cp\u003eThese content creators have built a tight-knit community that trusts their recommendations. As a result, influencer marketing is set to be worth \u003ca href=\"https://www.statista.com/statistics/1092819/global-influencer-market-size/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e$16.4 billion\u003c/a\u003e in 2022.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/df14956632fd452582ad5b8f367e04a9.png\" loading=\"lazy\"\u003e\n\u003cp\u003eAllow the influencer to put their perspective on the campaign. But Hughes warns against treating influencer marketing like a paid media channel: “It’s no longer good enough just to have Kim Kardashian wear your shoes and tag them on social.”\u003c/p\u003e\n\u003cp\u003eTo create more authentic experiences, brands must work hand-in-hand with influencers to co-create content that truly speaks to their unique audience’s interests. And the content must be insightful, educational, or entertaining, to guide an audience’s purchase decisions.\u003c/p\u003e\n\u003cp\u003eShopify partner \u003ca href=\"https://us.hismileteeth.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eHiSmile\u003c/a\u003e works with well-known celebrity names like Kylie Jenner and Conor McGregor, and utilizes social media to spread the word about its teeth-whitening products.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/e1e02262758d4b5681468d83c2909435.png\" am=\"\" at=\"\" shot=\"\" loading=\"lazy\"\u003e\n\u003ch3\u003e7. Test live shopping\u003c/h3\u003e\n\u003cp\u003eLivestreams are a great way to combine the interactivity of in-person shopping with the convenience of ecommerce. Try hosting live Q\u0026amp;As, demos or tutorials, or product launches. And use the opportunity to answer customer questions in real-time, removing barriers to purchase and creating personalized connections. Be sure to utilize product hashtags directly in your live broadcasts, which allows your audience to purchase products on the spot.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2c14b8bc3d214df69a5cc99be3b43fed.png\" pm=\"\" at=\"\" shot=\"\" loading=\"lazy\"\u003e\n\u003cp\u003e“Livestreams are a great way for potential customers to get to know you as a brand and to answer questions they may have,” says Michael Bell, founder and CEO of \u003ca href=\"http://manukora.com\"\u003eManukora\u003c/a\u003e. “Be sure to include where to purchase your products in the livestream and then drop your online store in the comments to make it easy to increase sales.”\u003c/p\u003e\n\u003cp\u003eSome early adopters of live shopping have \u003ca href=\"https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights/its-showtime-how-live-commerce-is-transforming-the-shopping-experience\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003ereported\u003c/a\u003e conversion rates of up to 30%, which is 10 times higher than conventional commerce.\u003c/p\u003e\n\u003cp\u003eConsider combining live shopping with influencer marketing to extend your reach even further. Statista data shows that of those who frequently watch influencer livestreams, \u003ca href=\"https://www.statista.com/statistics/1261488/share-internet-users-watching-buying-from-livestream-influencers/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003e70% are likely to buy\u003c/a\u003e the products recommended.\u003c/p\u003e\n\u003ch3\u003e8. Optimize for social search\u003c/h3\u003e\n\u003cp\u003eAccording to an \u003ca href=\"https://techcrunch.com/2022/07/12/google-exec-suggests-instagram-and-tiktok-are-eating-into-googles-core-products-search-and-maps/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003einternal study\u003c/a\u003e by Google, 40% of 18- to 24-year-olds now use social media as their primary search engine.\u003c/p\u003e\n\u003cp\u003eBrands that want to win in the social commerce space in 2023 must master the basics of social search optimization.\u003c/p\u003e\n\u003cp\u003eIt starts with your content strategy. Focus on creating relevant content that will resonate with your target audience. If the content is good, it’s much more likely to perform well.\u003c/p\u003e\n\u003cp\u003eFrom there, take notes from \u003ca href=\"https://www.facebook.com/beardandblade/?ref=page_internal\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eBeard \u0026amp; Blade\u003c/a\u003e by nailing down your SEO fundamentals:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eOptimize your social media profiles\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake it easy to navigate\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eWrite a clear and compelling bio\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInclude an on-brand profile photo\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGeotag your posts\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake sure your location is accessible for local search\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eUse alt text on your creative assets\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThese simple steps can help ensure your social commerce content is more discoverable and engaging.\u003c/p\u003e\n\u003cimg png=\"\" alt=\"Screen\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/12ad8a01761541639d655b2f4bf3286a.png\" am=\"\" at=\"\" shot=\"\" loading=\"lazy\"\u003e\n\u003ch3\u003e9. Cultivate trust.\u003c/h3\u003e\n\u003cp\u003eAn Accenture \u003ca href=\"https://www.accenture.com/us-en/insights/software-platforms/social-commerce-experience\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003esurvey\u003c/a\u003e of 10,000 customers reveals that a lack of trust is a top concern for social commerce buyers. Shoppers are worried that their purchases won’t be protected or refunded. They’re also concerned about the quality and authenticity of products sold via social commerce channels and fear sharing their financial data with social networks.\u003c/p\u003e\n\u003cp\u003e“Customers have lots of choices. And trust is an important part of that choice,” explains Dutta Satadip, Chief Customer Officer at \u003ca href=\"https://www.activecampaign.com/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eActiveCampaign\u003c/a\u003e. “To get that trust, people are not only using the overall branding and what the influencers are saying, but they’re going and looking at reviews, talking to other people, and then figuring out if it’s the right choice for them.”\u003c/p\u003e\n\u003cp\u003eBrands looking to establish trust as a part of their social commerce strategy should focus on the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eReliable fulfillment\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ePurchase protection\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eHassle-free refunds and returns\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e10. Make purchasing easy\u003c/h3\u003e\n\u003cp\u003eSocial commerce makes it easy to move customers from product discovery to purchase without leaving the apps they know and love. The more convenient you make it, the less cart abandonment you’ll experience.\u003c/p\u003e\n\u003ch3\u003e11. Invest in social checkout\u003c/h3\u003e\n\u003cp\u003eToday, many enterprise brands still look at their website as the place where commerce happens. But connecting with customers on social media and then trying to shuffle them over to your online store to complete a purchase creates friction that will lead to cart abandonment.\u003c/p\u003e\n\u003cp\u003eLeverage native checkout features that allow shoppers to buy from right inside the social media platform.\u003c/p\u003e\n\u003ch3\u003e12. Lean on bots to close more sales\u003c/h3\u003e\n\u003cp\u003eAutomated social shopping bots can add conversational prompts that help move your followers through the customer journey. They also allow you to close sales 24/7 while reducing cart abandonment.\u003c/p\u003e\n\u003cp\u003eThat said, Hughes cautions against relying too heavily on AI to help execute your social commerce strategy. “People don’t come to social to read brochures,” he says. “Social media is about being social.” It’s an excellent opportunity to create a dialogue between your brand and your consumers.\u003c/p\u003e\n\u003cp\u003ePeople follow you on social media because you’re educating or entertaining them. They’re coming to you because they feel a connection. “I think that what happens with AI is we actually break the connection,” says Hughes.\u003c/p\u003e\n\u003cp\u003eBrands must find a balance between leveraging bots to increase conversions, while finding other ways to maintain their connection to consumers.\u003c/p\u003e\n\u003ch3\u003e13. Create seamless, shorter paths to purchase\u003c/h3\u003e\n\u003cp\u003eWhen it comes to ecommerce, convenience is king. So aim to craft an end-to-end purchase process across all key channels with as few steps as possible.\u003c/p\u003e\n\u003cp\u003eYou’ll need a seamless, omnichannel social commerce approach that integrates your online and in-store experiences to connect with and convert social media browsers into customers. And it must be informed by your customer data and insights.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eIntegrate your ecommerce provider with social commerce platforms\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003e“This is a no-brainer,” says Volodymyr Shchegel, VP of Engineering at \u003ca href=\"https://clario.co\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eClario\u003c/a\u003e. “This allows you to make ads and shoppable posts that reflect your branding and will generate leads to your ecommerce website. While networks like Facebook have a native shopping platform, you’ll want the privacy, flexibility, and multichannel support of an independent ecommerce platform.”\u003c/p\u003e\n\u003cp\u003eRemove friction and create a more seamless customer experience by integrating your ecommerce and social commerce platforms. This ensures that your inventory is always accurate, your product catalog is up to date, and you’re promoting the right products at the right time.\u003c/p\u003e\n\u003ch3\u003e14. Put customers first\u003c/h3\u003e\n\u003cp\u003eSocial commerce is inherently tied to making shopping more convenient for new and existing customers. Focus less on the needs of your brand and more on the needs of the customer, and you’ll go far.\u003c/p\u003e\n\u003ch3\u003e15. Respond to support questions\u003c/h3\u003e\n\u003cp\u003eA Sprout Social \u003ca href=\"https://media.sproutsocial.com/uploads/2021/11/Three-Things-Brands-Get-Wrong-With-Social-Commerce.pdf\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003esurvey\u003c/a\u003e finds that brands’ biggest mistake with social commerce is failing to respond to customer questions or comments.\u003c/p\u003e\n\u003cp\u003e“Unanswered questions, complaints, or praise in the comments or on your page are taken more personally than on platforms like Yelp or Google Reviews,” says Gates Little, President and CEO at \u003ca href=\"https://altline.sobanco.com\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003ealtLINE Sobanco\u003c/a\u003e. “Social media implies closeness and access that is personal to the customer, and neglecting them has a strong impact.”\u003c/p\u003e\n\u003cp\u003eHowever, generating interest from your social commerce efforts is only the beginning. Next, you need to nurture that interest. Failing to do so means missing out on ecommerce sales opportunities.\u003c/p\u003e\n\u003cp\u003eActively monitor the comments, and DMs received via social media, especially those related to ingredients, compatibility, shipping, etc., and respond proactively.\u003c/p\u003e\n\u003cp\u003eConsider incorporating a chatbot to answer simple questions when your staff is unavailable, but give customers the option to receive a callback if they’d prefer to speak to a representative.\u003c/p\u003e\n\u003ch3\u003e16. Focus on adding value\u003c/h3\u003e\n\u003cp\u003eWhile the goal of social commerce is ultimately to drive sales, social media is very different from other marketing channels.\u003c/p\u003e\n\u003cp\u003e“People are addicted to this notion that marketing is about interruption,” says Hughes. “I stand on top of a building and I shout, and the louder I can shout, the better it is. And what I shout is, ‘Buy my product, because it’s great.’ But the problem is that everybody does that.”\u003c/p\u003e\n\u003cp\u003eInstead, find ways to add value to social media users. For example, how can you entertain and educate them while also helping them understand how your product works, how it can benefit them, or how they can use it in their everyday lives?\u003c/p\u003e\n\u003cp\u003eAn influencer video showing how to use your product, combined with product tags, is an effective way to help your audience learn something while also nudging them toward making a purchase.\u003c/p\u003e\n\u003ch3\u003e17. Stay top of mind\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://newsroom.accenture.com/news/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds.htm\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eAccenture reported\u003c/a\u003e that 63% of social buyers said they are more likely to buy from the same seller again. So by nurturing your social commerce customers, you have a much higher chance of repeat purchases. Here are three ways to stay top of mind with your social commerce customers:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eOffer coupons:\u003c/b\u003e \u003ca href=\"https://www.activecampaign.com/blog/social-media-impact-holiday-marketing-2022\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003eData from ActiveCampaign\u003c/a\u003e shows that 42% of all consumers said they’d be willing to engage with a new brand on social media if discounts are offered. Custom, limited-time digital coupon codes offered across social platforms can help entice shoppers to make their first purchase with you and help you generate leads for future marketing efforts.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003ePush your loyalty program:\u003c/b\u003e Once customers have made a purchase, offer them a chance to join your loyalty program. Loyalty programs can further customer connections by offering insider deals, discounts, and special incentives for repeat customers.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eEncourage customer reviews:\u003c/b\u003e Create an automated email asking customers to leave a review when they’ve made a purchase, with a link or a QR code that points them to where they can leave their review. You can even use incentives, such as coupon codes or limited-time discounts, to encourage customers to take the time to write a review.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/07060f5624df4d5cb5be2a4849d2dae5.png\" loading=\"lazy\"\u003e\n\u003cp\u003e\u003ci\u003eSource: Censuswide; Wunderman Thompson; magazine media; ID 1275069 / Publicis; TikTok for Business; WARC; Statista\u003c/i\u003e\u003c/p\u003e\n\u003cp\u003e“Developing the perfect deal or exclusive discount can significantly increase your sales volume and social commerce conversions for specific products or at a particular time of year, such as the \u003ca href=\"/ca/enterprise/holiday-shopping-online\"\u003eholiday season\u003c/a\u003e,” says Zach Goldstein, CEO and founder of \u003ca href=\"http://publicrec.com\"\u003ePublic Rec\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThis could look like using buy-one-get-one or half-off deals for returning online shoppers or discounts on a new shopper’s first three purchases through your social shop.\u003c/p\u003e\n\u003cp\u003eEcommerce businesses can also use a referral program to encourage shoppers to share a link to your social storefront for discounts. Experiment and see what sticks. Once you master social commerce, you can expand your brand reach to a broader audience.\u003c/p\u003e\n\u003ch3\u003e18. Leverage data\u003c/h3\u003e\n\u003cp\u003eMost social media channels provide analytics. Be sure to use those insights to help inform and iterate on your social commerce strategy. Ultimately, data should guide the design and functionality of your social commerce storefronts.\u003c/p\u003e\n\u003cp\u003eLook at user engagement, your posts’ performance, and your audience’s demographic breakdown.\u003c/p\u003e\n\u003cp\u003eSome platforms will show you deeper social commerce insights, such as the number of times a user tapped on a product tag and the number of people who visited your product page from a post.\u003c/p\u003e\n\u003cp\u003eTurn analytics into actionable insights by figuring out your top-performing posts and doubling down on that type of content. Also, look at posts that could have performed better and consider small changes you can make to future posts to increase engagement throughout the buying process.\u003c/p\u003e\n\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-section-royal-blue !font-faktum !bg-marketing-block !pl-8 [\u0026amp;_p]:!font-shopifysans [\u0026amp;_h3]:!font-faktum [\u0026amp;_h2]:!font-faktum\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/b2b-sales-funnel\"\u003eB2B Sales Funnel: How to Identify Which Stage Your Buyer is In and Convert Them into Customers—Fast\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/new-york-fashion-week\"\u003eNew York Fashion Week 2020 Trends: Sustainability, Made-to-Order and Off-Runway\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/best-ecommerce-books-leaders\"\u003e10 Best Books Recommended By Ecommerce Leaders (+ Lessons Learned)\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/how-luxury-fashion-is-embracing-inclusive-sizing\"\u003eHow Luxury Fashion Is Embracing Inclusive Sizing\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/consumer-behavior-trends\"\u003eThe 9 Biggest Consumer Behavior Trends That Will Shape 2023\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/mary-meeker-report-ecommerce\"\u003e4 Trends for Commerce from Mary Meeker’s COVID-19 Internet Trends Report\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/the-giving-economy\"\u003eThe Giving Economy: How Consumers Are Paying It Forward to Retailers\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/order-management-system-oms\"\u003eWhat is an Order Management System (OMS)? Your Guide to Choosing One\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/ie/enterprise/blog/composable-commerce\"\u003eComposable Commerce: What It Means and if It’s Right for Your Business\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e\u003cdiv id=\"faq-section\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0 border-section-royal-blue !font-faktum !font-normal [\u0026amp;_h3]:!font-normal bg-marketing-block !pl-8 [\u0026amp;_p]:!font-shopifysans [\u0026amp;_h3]:!font-faktum\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003eSocial commerce strategy FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003e\u003cb\u003eWhat is a social commerce strategy?\u003c/b\u003e\u003c/h3\u003e\n\u003cp class=\"WTF-4\"\u003eA social commerce strategy is an approach to using social media platforms for buying and selling products or services.\u003c/p\u003e\n\u003cp class=\"WTF-4\"\u003eAn extension of your overall marketing strategy, your social commerce strategy dictates how you will execute and measure your social commerce presence and campaigns.\u003c/p\u003e\n\u003cp class=\"WTF-4\"\u003eThis includes, but is not limited to, deciding which platforms you’ll sell on, what products you’ll promote and include in your social shops, and how you’ll leverage other channels, such as paid advertising, to support your social commerce goals.\u003c/p\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003e\u003cb\u003eWhy do I need a social commerce strategy?\u003c/b\u003e\u003c/h3\u003e\n\u003cp class=\"WTF-4\"\u003eSocial media is the \u003ca href=\"https://www.statista.com/statistics/1254678/share-social-buyers-united-states-age-group/\" rel=\"nofollow noopener noreferrer\" target=\"_blank\"\u003epreferred shopping channel for millennials and Gen Z\u003c/a\u003e. In fact, 55% of US internet users in this demographic group made an in-app purchase on social media in 2021. So brands that want to reach this audience must show up and be active where they hang out.\u003c/p\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003e\u003cb\u003eWhat are the benefits of a social commerce strategy?\u003c/b\u003e\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eIncreased brand awareness and product discovery\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eExpanded reach\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eImproved conversion rates\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eA more personalized shopping experience\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eThe ability to assess engagement and conversions to inform future campaign\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e","latestArticles":[{"__typename":"Article","id":"gid://shopify/Article/558652457016","handle":"headless-commerce","title":"What Is Headless Commerce: A Complete Guide for 2024","publishedAt":"29 Aug 2023","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/UoQOxcRBYnAV2Qb6fqNU8_6f41b190-fa69-48e0-b649-e25b89881ab9.jpg?v=1719388917","altText":"headless","width":3840,"height":2160},"tags":["Headless commerce"],"contentHtml":"\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/benefits-of-headless-commerce#:~:text=Headless%20commerce%20allows%20for%20more%20scalable%20systems%2C%20as%20changes%20to,disrupting%20their%20core%20commerce%20operations.\"\u003eHeadless commerce\u003c/a\u003e is one of the fastest rising trends in ecommerce. Its biggest advocates cite several reasons for implementing a headless architecture, such as dramatic improvements in site performance and unparalleled agility to make changes on the fly. On the surface, it seems like a no-brainer to go headless, right?\u003c/p\u003e\n\u003cp\u003eHeadless commerce \u003ci\u003ecan\u003c/i\u003e give brands full creative freedom while also allowing developers to build bespoke ecommerce experiences with the technologies they prefer. But implementing a \u003ca href=\"https://www.shopify.com/enterprise/headless-architecture\"\u003eheadless architecture\u003c/a\u003e isn’t nearly as easy as it’s often advertised—and there are plenty of reasons why going headless isn’t right for \u003ci\u003eevery\u003c/i\u003e merchant. \u003c/p\u003e\n\u003cp\u003eBefore you leap head-first into headless, let’s make sure that you have a deep understanding of what it means to go headless. We’ll also walk you through how to unlock the potential of a headless architecture, and how Shopify has helped thousands of brands do so.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTable of Contents\u003c/b\u003e\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#whatisheadless\"\u003eWhat is headless commerce?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#headlessbenefits\"\u003e3 headless commerce benefits\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#headlessecommerce\"\u003eIs headless commerce a fit for your business?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#headlessshopify\"\u003eGoing headless with Shopify\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#goheadless\"\u003eReady to go headless?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"whatisheadless\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eWhat is headless commerce?\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eHeadless commerce is an ecommerce model where the front-end presentation layer is separated from the back-end functionality. This allows for flexibility in content delivery across various platforms like websites, apps, kiosks, and IoT devices.\u003c/p\u003e\n\u003cp\u003eBrands love this architecture because it unlocks the creative freedom to build unique storefront experiences that are typically not possible on monolithic platforms. Developers are eager to go headless because it offers a unique level of development control and gives them the freedom to leverage \u003ca href=\"https://www.shopify.com/commerce-components\"\u003ecomposable tech stacks\u003c/a\u003e with their choice of best-of-breed commerce tools. \u003c/p\u003e\n\u003cp\u003eGoing headless enables you to create multiple front-end experiences for different customer touch points. Your web, mobile, voice, and \u003ca href=\"https://www.shopify.com/pos\"\u003epoint of sale (POS)\u003c/a\u003e front-ends can talk to a single backend system via the API layer, which allows emerging brands to be truly omnichannel and rapidly expand internationally.\u003c/p\u003e\n\u003cp\u003eOn the back end, you can use loosely coupled, fine-grained services to meet your brand’s complex operational needs. Since your \u003ca href=\"/enterprise/blog/enterprise-tech-stack\"\u003etech stack\u003c/a\u003e is composable, you can implement your preferred CMS, CRM, or DXP on a plug-and-play level. There’s also no vendor lock-in, which allows you to swap out these best-of-breed services whenever your business needs change. \u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eSell where no checkout has gone before\u003c/p\u003e\n\u003cp\u003eCreate flexible shopping experiences on virtually any device or platform. Find out how in our guide.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"/plus/guides/headless-commerce-guide?itcat=enterprise\u0026amp;itterm=blog%20post-24q3_baubacbcaam#download\"\u003eGet the guide\u003c/a\u003e\n\u003c/div\u003e\n\u003cdiv id=\"headlessbenefits\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e3\u003cb\u003e headless commerce benefits \u003c/b\u003e\n\u003c/h2\u003e\n\u003cp\u003eThe biggest benefit to headless commerce is that it’s flexible and assumes commerce will rapidly evolve and positions you to be wherever commerce and new technologies lead. But there are several other reasons why emerging businesses look to go headless.\u003c/p\u003e\n\u003cp\u003eHere are three key headless commerce benefits:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp\u003eFull creative control \u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eImproved site performance\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIntegrate with your preferred tools and services\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3\u003e\u003cb\u003e1. Full creative control\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eGoing headless allows creating the exact look and feel your brand envisions, without limitations. But it's typically not where most brands start their ecommerce journey. \u003c/p\u003e\n\u003cp\u003eA monolithic system where the presentation layer (so-called themes or templates) is strictly defined and connected to the back-office, which makes it an ideal place to quickly build an online store and get your products to market. As your brand grows its digital identity, your storefront increasingly requires customizations to achieve more dynamic and personalized experiences. Advanced theme or template solutions can achieve certain levels of customization. For example, \u003ca href=\"https://www.shopify.com/partners/blog/shopify-online-store\"\u003eShopify's Online Store 2.0\u003c/a\u003e offers a set of developer tools that open up massive opportunities to break the template mold and create a tailored, unique experience.\u003c/p\u003e\n\u003cp\u003eHeadless commerce trumps when a tightly coupled architecture starts presenting trade-offs in choosing best-of-breed tools to accomplish bespoke experiences of any complexity level. Using headless commerce means there are no more design sacrifices—brands get to customize everything and anything they can imagine, with their tools of choice. \u003c/p\u003e\n\u003cp\u003eHeadless also allows you to instantly split test what you build so you can optimize \u003ca href=\"https://www.shopify.com/enterprise/ecommerce-customer-experience\"\u003ecustomer experience\u003c/a\u003e and your conversion rate.\u003c/p\u003e\n\u003cp\u003eSince the front-end experience is separate from the back end, it’s simpler and less risky to make changes to the front end knowing you won’t impact the site’s underlying back-end architecture. \u003c/p\u003e\n\u003cp\u003eFor example, Shopify merchant \u003ca href=\"https://www.eatofflimits.com/\"\u003eOfflimits Cereal\u003c/a\u003e used a headless solution to create a vending machine-like buying experience that led shoppers to a gamified checkout to make buying cereal fun.\u003c/p\u003e\n\u003ch3\u003e\u003cb\u003e2. Improved site performance\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eWhen a customer lands on your site, you have just a couple of seconds to ensure your page loads to keep their attention.\u003c/p\u003e\n\u003cp\u003eWebsiteBuilderExpert found that \u003ca href=\"https://www.websitebuilderexpert.com/building-websites/website-load-time-statistics/\"\u003eload speeds can make or break a website\u003c/a\u003e.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e64% of smartphone users expect pages to load in under four seconds\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e40% of consumers will wait no more than three seconds before abandoning a site\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e82% of consumers say slow page speeds impact their purchasing decisions\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eUsing a headless architecture makes it possible to create faster-loading pages across desktop and mobile devices. Improving your site speed can also impact your bottom line. The two-to-three second mark is the turning point where bounce rates skyrocket.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eThat means if a site makes $100,000 per day, a one-second improvement generates another $7,000 daily. And the opposite is true too.\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003eCustomers won’t learn to be patient with slow-loading pages, they’ll just bounce and check out a competitor instead. By using a headless architecture, brands can improve the customer experience and reduce the likelihood of customers losing interest as a result of slow page loading times. \u003c/p\u003e\n\u003ch3\u003e\u003cb\u003e3. Integrate with your preferred tools and services\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eExisting systems coded in different languages can prevent critical integrations, even ones that negatively impact the customer experience. Headless plays nice with everyone. \u003c/p\u003e\n\u003cp\u003eWith \u003ca href=\"https://help.shopify.com/en/api/reference/plus\"\u003epowerful APIs\u003c/a\u003e, headless lets you integrate all of your existing systems (\u003ca href=\"https://www.shopify.com/enterprise/what-is-erp\"\u003eERP\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/enterprise/pim-ecommerce\"\u003ePIM\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/enterprise/stock-management-complete-guide\"\u003eIMS\u003c/a\u003e, etc.) to build a shopping experience using the programming language of your choice. Not only can it protect you from shifts in technology, headless also gives you the power to move at your own pace and adapt as quickly as commerce itself.\u003c/p\u003e\n\u003cp\u003eHeadless commerce also allows developers to use composable tech stacks, which provides an unmatched level of flexibility. You can replace or drop components whenever you determine they no longer meet your needs. Modular integrations and best-of-breed applications allow developers to add or switch functionalities without impacting the entire platform.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"headlessecommerce\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eIs headless commerce a fit for your business?\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eIf your business is prospering with a traditional architecture, it may not be worth the financial and time resources to invest in headless. It all depends on what you’re trying to achieve.\u003c/p\u003e\n\u003cp\u003eBut if you want a more personalized and unique customer experience coupled with more flexible development, and you have the development resources to support a headless transformation, then headless may be right for you.\u003c/p\u003e\n\u003cp\u003eBrands starting to explore a headless architecture often see themselves in some of these scenarios: \u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eI already have an established infrastructure, and it’s not always easy to integrate another tool into our existing technology\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI feel we’re moving slower than competitors because I can’t simultaneously make front- and back-end adjustments\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI want my shopping experience to be fast for all shoppers, and to have more control over the elements that affect performance and site speed\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI want to reimagine a unique experience with a creative vision that goes beyond customizations my current theme or template allows. \u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI don’t have a native mobile app for iOS or Android, or my mobile shopping app isn’t as user-friendly as I’d like it to be\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eI want to build a unique storefront ecommerce experience that isn’t possible with my current platform (e.g., smart mirrors, wearable tech, vending machines, etc.)\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e\u003cb\u003eConsider your costs\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eAs you decide how to go headless, consider costs and time. The pricing for an enterprise headless project could cost anywhere from hundreds of thousands to millions upfront, plus annual maintenance costs, depending on the functionality, supporting tools, and level of customization.\u003c/p\u003e\n\u003cp\u003eOther channels built on a headless platform (like a mobile app, audio stream, or video game integration) may cost as low as $99 a month if you use an app to build your custom storefront.\u003c/p\u003e\n\u003cp\u003eAt the end of the day, the cost of headless varies depending on the complexity of your build. Building and implementation are just one set of costs. Don’t forget to scope out fees paid to external agencies, or monthly costs such as subscriptions to a headless CMS platform or hosting fees to a cloud provider. \u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"headlessshopify\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eGoing headless with Shopify\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eShopify has supported thousands of businesses that sought to replatform to a headless architecture. Developers and merchants leverage Shopify’s full suite of headless development tools to build best-in-class custom experiences in less time with lower costs. Shopify’s headless solutions offer merchants and developers the freedom to choose the right tools for the job and extend store capabilities with a composable stack of technologies.\u003c/p\u003e\n\u003cp\u003eShopify’s headless solutions consist of the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eStorefront API\u003c/b\u003e, Shopify’s headless API layer\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eHydrogen and Oxygen\u003c/b\u003e, Shopify’s official development stack for headless commerce\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eLet’s take a closer look at how each enables emerging businesses of all sizes to move towards a headless architecture.\u003c/p\u003e\n\u003ch3\u003e\u003cb\u003eStorefront API\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://shopify.dev/docs/custom-storefronts/building-with-the-storefront-api/\"\u003eStorefront API\u003c/a\u003e is the foundation of our headless platform. It provides access to the full breadth of \u003cb\u003eShopify’s commerce capabilities that are critical to any buyer-facing experiences\u003c/b\u003e, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eOptimized cart\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eProduct and collection pages\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSearch and recommendations\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eContextual pricing (e.g. optimized cart)\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSubscriptions and other B2B functionalities\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eStorefront API is agnostic to any frameworks, devices, and service platforms. This gives developers the freedom to use the tools they already use and love, while simultaneously experimenting with new technologies. Developers can build with any development framework such as \u003ca href=\"https://nextjs.org/\"\u003eNext.js\u003c/a\u003e, \u003ca href=\"https://www.gatsbyjs.com/solutions/shopify/\"\u003eGatsby\u003c/a\u003e, and \u003ca href=\"https://astro.build/themes/details/astro-shopify/\"\u003eAstro\u003c/a\u003e, deploy to their favorite hosting service, and hook into any third-party systems that have an API. \u003c/p\u003e\n\u003cp\u003eOnline clothing retailer \u003ca href=\"https://kotn.com/\"\u003eKotn\u003c/a\u003e used Shopify’s Storefront API and Next.js to consolidate two stores into one, with a new CMS, custom product pages, and checkout. \u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003eShopify covers 80% of our needs, and I think that’s common across all merchants. It’s that next 20% where headless comes in and where we really spend our time. What we’re trying to do is let Shopify handle the stuff they do so well, and we can focus on what makes us unique. That’s where we’ve really gone with our thinking around being headless.\u003c/p\u003e\n\u003c/blockquote\u003e\n\u003cp\u003e— Benjamin Sehl, Co-founder of Kotn\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eRead the \u003c/b\u003e\u003ca href=\"https://www.shopify.com/plus/customers/kotn\"\u003e\u003cb\u003eKotn case study\u003c/b\u003e\u003c/a\u003e\u003cb\u003e here.\u003c/b\u003e\u003c/p\u003e\n\u003cp\u003eStorefront API delivers lightning-fast buyer experiences across devices, channels, locations, and empowers the biggest sales events with zero throttles. It’s also entirely deployed to the edge and serves all legitimate requests from both private and public clients without rate limit.\u003c/p\u003e\n\u003cp\u003eIn many instances, developers want a more opinionated tech stack to fast-track development and get to market faster—and that’s where Hydrogen and Oxygen comes into the picture.\u003c/p\u003e\n\u003ch3\u003e\u003cb\u003eHydrogen and Oxygen\u003c/b\u003e\u003c/h3\u003e\n\u003cp\u003eShopify’s official development stack consists of \u003ca href=\"https://hydrogen.shopify.dev/\"\u003eHydrogen and Oxygen\u003c/a\u003e, a combination of tools that provides a clear path for building dynamic and performant headless commerce sites on Shopify that can scale infinitely. \u003c/p\u003e\n\u003cp\u003eHydrogen is built on top of the React-based \u003ca href=\"https://shopify.engineering/remix-joins-shopify\"\u003eRemix framework\u003c/a\u003e and harnesses its ease of use, high-quality web development standards, and performance advancements like Optimistic UI, Nested Routes, and Progressive Enhancement. Although \u003ca href=\"https://shopify.dev/docs/custom-storefronts/hydrogen\"\u003eHydrogen’s development stack\u003c/a\u003e is opinionated, it’s also modular and provides commerce-optimized components, hooks, and utilities pre-configured for Shopify’s APIs. Each piece of the stack is optimized to work best together so you can build fast without compromises on performance and maintainability, while providing the \u003ca href=\"https://github.com/Shopify/awesome-hydrogen#apps--integrations\"\u003efreedom to integrate\u003c/a\u003e with the tools and services you already use.\u003c/p\u003e\n\u003cp\u003eWhile Hydrogen stores can be hosted by any cloud hosting providers, the easiest and fastest way to deploy Hydrogen stores is \u003ca href=\"https://shopify.dev/docs/custom-storefronts/oxygen\"\u003eOxygen\u003c/a\u003e, Shopify’s globally-distributed hosting solution. Oxygen is rendered at the edge with 285+ points of presence around the world, offering development teams full deployment control. It’s also included in any Shopify plans at no extra cost and guarantees peak performance and uptime across the globe, while keeping costs down for businesses. \u003c/p\u003e\n\u003cp\u003eRecently, \u003ca href=\"https://pattaxtommy.com/\"\u003ePatta and Tommy Hilfiger \u003c/a\u003eleveraged Hydrogen and Oxygen to build an immersive storefront that promoted their newest collaboration. It featured a memorable 90s hip-hop culture infused ecommerce experience, all of which was launched in just 14 days.\u003c/p\u003e\n\u003cp\u003eThis is just one example of how iconic brands around the world are going headless with Hydrogen and Oxygen. \u003ca href=\"https://hydrogen.shopify.dev/case-studies/\"\u003e\u003cb\u003eSee more examples here.\u003c/b\u003e\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv id=\"goheadless\" class=\"anchored-section\"\u003e\u003c/div\u003e\n\u003ch2\u003e\u003cb\u003eReady to go headless?\u003c/b\u003e\u003c/h2\u003e\n\u003cp\u003eWhether you’re a seasoned business with established infrastructure or still building out your enterprise architecture, if you’re checking several of the boxes above, a \u003ca href=\"https://www.shopify.com/enterprise/headless-commerce-half-helix\"\u003eheadless commerce\u003c/a\u003e approach might be right for you.\u003c/p\u003e\n\u003cp\u003eLikewise, if your business operations are becoming more complex and you want to differentiate by competing on experience rather than price, you may indeed have a headless future. \u003c/p\u003e\n\u003caside class=\"marketing-block marketing-block--light marketing-block--padded border-t-2 px-8 py-10 my-12 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_img]:my-auto [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p]:text-body-sm [\u0026amp;_.heading--4]:text-t6 [\u0026amp;_.marketing-button]:text-white [\u0026amp;_.marketing-button]:no-underline border-blog-highlight\"\u003e\n\u003cp class=\"heading--4\"\u003eUnlock total creative control with headless commerce and Shopify\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/plus/solutions/headless-commerce\" rel=\"nofollow\" target=\"_blank\"\u003eLearn how \u003c/a\u003e\u003c/aside\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2\u003eHeadless ecommerce FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat is a headless approach?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eA headless approach involves separating the front end and back end of your ecommerce website to allow for rapid development and customization on each end. It is different from a full-stack approach, which calls for the front end and back end to be developed in tandem, leaving less room for expedited changes.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eIs Shopify a headless CMS?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eShopify is a headless ecommerce platform. Merchants can use third-party applications to build the front-end presentation layer and pull data from Shopify via the GraphQL Storefront API. The API also lets you design and implement your own checkout flow, as well as build a cart that unlocks features like estimated totals with taxes, duties, and discounts.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow do I get started with headless commerce?\u003c/h3\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eDecide whether you want to keep or switch your commerce platform.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eChoose a headless CMS.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eSync your CMS and APIs.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eConsider costs and time.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow does headless commerce work?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eHeadless commerce is an ecommerce architecture that decouples the front-end experience from the back-end operations. Headless commerce is typically referred to as “API-first” because the front and back-end communicate to each other through an API layer.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003c/div\u003e","excerpt":"Headless commerce separates front-end customer experiences from the back end of your ecommerce site. Here’s how to decide if it’s for you.","excerptHtml":"\u003cp\u003eHeadless commerce separates front-end customer experiences from the back end of your ecommerce site. Here’s how to decide if it’s for you.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-08-29T00:00:00.000-04:00","key":"published_date"},{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7757594680","handle":"rich-moy","field":{"__typename":"MetaobjectField","value":"Rich Moy"}}}]},"value":[{"name":"Rich Moy","slug":"rich-moy"}],"key":"authors"}],"modifiedAt":"29 Aug 2023","topicHandle":"headless-commerce"},{"__typename":"Article","id":"gid://shopify/Article/558650949688","handle":"how-to-increase-conversion-rate","title":"How To Increase Conversion Rate: 14 Tactics for 2024","publishedAt":"5 Oct 2023","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/7A2Uw6xA9xIKvUvZkrS8Un_50d6721c-0662-4472-a035-4a5642c5abe4.jpg?v=1712946073","altText":"How to increase conversion rate","width":3840,"height":2160},"tags":["Growth strategies"],"contentHtml":"\u003cp\u003eYou can improve your online sales by focusing on two key factors: increasing your website traffic and boosting your conversion rate. While many marketers prioritize website visitors (through \u003ca href=\"https://www.shopify.com/blog/social-media-marketing-strategy\"\u003e\u003cu\u003esocial media\u003c/u\u003e\u003c/a\u003e or \u003ca href=\"https://www.shopify.com/blog/email-marketing\"\u003e\u003cu\u003eemail marketing\u003c/u\u003e\u003c/a\u003e campaigns), the most effective way to drive sales is to grow your \u003ca href=\"/blog/ecommerce-conversion-rate\"\u003eaverage conversion rate\u003c/a\u003e, which is the percentage of visitors that convert.\u003c/p\u003e\u003cp\u003eBoosting your website’s conversion rate can generate more sales from the same amount of traffic and lead to a \u003ca href=\"https://www.shopify.com/blog/what-is-return-on-investment\"\u003e\u003cu\u003ehigher return on investment (ROI)\u003c/u\u003e\u003c/a\u003e. By streamlining user journeys toward conversion you can also build a better experience for your visitors.\u003c/p\u003e\u003cp\u003eThe \u003ca href=\"https://www.shopify.com/blog/ecommerce-conversion-rate#:~:text=Average%20ecommerce%20conversion%20rates%20are,this%20with%20conversion%20rate%20tactics.\"\u003e\u003cu\u003eaverage conversion rate is 2.5% to 3%\u003c/u\u003e\u003c/a\u003e, but varies depending on the industry. Even if you fall into that range, there can be room for improvement. The more you increase conversion rate, the more revenue you bring in. \n\nThink of the process of increasing conversions as blending the scientific and creative sides of \u003ca href=\"http://shopify.com/blog/digital-marketing\"\u003e\u003cu\u003edigital marketing\u003c/u\u003e\u003c/a\u003e. The first step is to gather data—the scientific part. The second step is to use this information to generate ideas for improvement—the creative part. The goal is to create a seamless experience for your potential customers.\u003c/p\u003e\u003cp\u003eAhead, learn the best ways to gather information about your ecommerce site experience and how this can help you increase your conversion rate.\u003c/p\u003e\u003ch2\u003e14 proven methods to increase your website conversion rate\u003c/h2\u003e\u003col\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#1\"\u003eTalk to your customers\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#2\"\u003eDefine your website’s goals\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#3\"\u003eAnalyze your website’s data\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#4\"\u003eReview your site’s friction points\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#5\"\u003eTest and enhance your value proposition\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#5\"\u003eAudit your technical setup\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#7\"\u003eAdd social proof with reviews and testimonials\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#8\"\u003eMake it easy for customers to find what they’re looking for\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#9\"\u003eAdd a live chat element\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#10\"\u003eA/B test the buying journey\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#11\"\u003eSend abandoned cart emails \u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#12\"\u003eShorten checkout form fields\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#13\"\u003eOffer an incentive\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003ca href=\"#14\"\u003eHave a reassuring returns policy\u003c/a\u003e\u003c/p\u003e\u003c/li\u003e\n\u003c/ol\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"1\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e1. Talk to your customers\u003c/h2\u003e\u003cp\u003eMany marketers assume that increasing conversions starts with quantitative data. However, some of the best insight comes from speaking directly with your customers.\u003c/p\u003e\u003cp\u003eYou can conduct formal customer interviews by asking your customers questions such as:\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003eWhy did you buy this product?\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eWhat was the most important feature?\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eDid you have any hesitations or issues when buying?\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003eYou can also obtain insights from customers and other site visitors by implementing and reviewing \u003ca href=\"https://www.shopify.com/blog/75022277-how-to-read-your-customers-minds-with-one-email\"\u003e\u003cu\u003eon-site surveys\u003c/u\u003e\u003c/a\u003e or \u003ca href=\"https://www.shopify.com/blog/live-chat-customer-service\"\u003e\u003cu\u003echat tools\u003c/u\u003e\u003c/a\u003e. These tend to provide:\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eQuestions about your product that your site may not answer.\u003c/b\u003e For example, if you sell a food product, visitors may wonder if they need to refrigerate it, which your product or FAQ page should clarify.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eInsight about your value proposition.\u003c/b\u003e You might learn, for example, that while your website focuses on your product’s health benefits, your customers are buying it because it’s cheaper than your competitors, which can inform your copywriting.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"2\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e2. Define your website’s goals \u003c/h2\u003e\u003cp\u003eIt’s difficult to know if your conversion rate is improving if you don’t track and measure your success. Start by deciding what you want people to do on your site and what counts as a conversion. For example, you might decide that a conversion is when someone buys something or when someone signs up for your newsletter. \u003c/p\u003e\u003cp\u003eBe realistic with your goals. Check how many conversions you got over the past month, three months, and six months to get an idea of past performance, but don’t be afraid to push your goals. Once you’ve decided on your goals, regularly assess how you’re doing against them through your measurement of site analytics. \u003c/p\u003e\u003cp\u003eHere are some example goals you might use to increase conversion rate:\u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003eIncrease website conversions by 10% in six months\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eIncrease conversion rate from 1.5% to 2% by the end of Q4 \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003eGenerate 500 more conversions a month\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"3\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e3. Analyze your website’s data\u003c/h2\u003e\u003cp\u003eConcrete data can provide user behavior insights and allow you to make informed decisions without selection or memory bias. A customer might say they like a \u003ca href=\"https://www.shopify.com/blog/product-page-increase-conversions\"\u003e\u003cu\u003eproduct page’s\u003c/u\u003e\u003c/a\u003e design, but if the data indicates that a different product page drove 20% more conversions, you can confirm that one page performs better than the other, despite the customer’s feedback.\u003c/p\u003e\u003cp\u003eThe most important data point is your conversion rate (i.e., the percentage of visitors who convert). The best way to gain insight from your conversion rate is to segment and compare by page and by traffic channel. Many analytics tools can produce this data, but one of the most popular is \u003ca href=\"https://www.shopify.com/blog/14681601-google-analytics-for-ecommerce-a-beginners-guide\"\u003e\u003cu\u003eGoogle Analytics\u003c/u\u003e\u003c/a\u003e. Here are two ways to segment and compare your data:\u003c/p\u003e\u003ch3\u003ePages\u003c/h3\u003e\u003cp\u003eSegmenting data by page helps reveal which ones perform best. That information can lead you to theorize about why they perform better. Analyzing user behavior can help you establish the stages of an ecommerce \u003ca href=\"https://www.shopify.com/enterprise/conversion-funnel-analysis\"\u003econversion funnel\u003c/a\u003e. By examining factors such as whether users are more likely to convert after visiting a collection or a product page, you can learn how to structure your site’s navigation to guide them.\u003c/p\u003e\u003ch3\u003eTraffic channels\u003c/h3\u003e\u003cp\u003eTraffic channels help you understand what type of web traffic is most likely to convert. For example, you might find that your Google Ads convert more than your Instagram Ads. Although you may have to dig deeper to see if the ad platforms are sending visitors to the same \u003ca href=\"https://shopify.com/blog/landing-page-design\"\u003e\u003cu\u003elanding pages\u003c/u\u003e\u003c/a\u003e, this data can inform your overall traffic strategy, boosting conversions by sending you more high-quality traffic.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"4\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e4. Review your site’s friction points\u003c/h2\u003e\u003cp\u003eEvery website has key friction points that aren’t as smooth as they could be for visitors. You can measure whether your site has a seamless experience. Here are a few ways to quantify it:\u003c/p\u003e\u003ch3\u003eMeasure which FAQ are viewed most on your website\u003c/h3\u003e\u003cp\u003eFrequently asked questions (FAQ) are an essential component of many websites, mainly for research-oriented visitors. However, they can sometimes be overwhelming and dense, making them less effective in supporting an ideal conversion journey. A \u003ca href=\"https://www.shopify.com/blog/120928069-how-to-create-faq-page\"\u003e\u003cu\u003efrequently asked question\u003c/u\u003e\u003c/a\u003e can be an opportunity to integrate the answer or solution into the core site experience. You can track FAQ interaction with apps like \u003ca href=\"https://apps.shopify.com/faqs-plus\"\u003e\u003cu\u003eHelpLab\u003c/u\u003e\u003c/a\u003e.\u003c/p\u003e\u003ch3\u003eReview scroll depth and heat map reports\u003c/h3\u003e\u003cp\u003eScroll depth and heat map reports tell you exactly where users are dropping off on the page. If you find that the heat (the relative number of people viewing a part of your page) falls off at a specific section, it likely has high friction. \u003ca href=\"https://heatmap.com/\"\u003e\u003cu\u003eHeatmap.com\u003c/u\u003e\u003c/a\u003e provides a free ecommerce-focused option for both these reports.\u003c/p\u003e\u003ch3\u003eReview purchase funnel drop offs\u003c/h3\u003e\u003cp\u003eBy comparing your funnel’s stage-by-stage drop-off performance to benchmarks like \u003ca href=\"https://lp.littledata.io/average/add-to-cart-rate\"\u003e\u003cu\u003ethose provided by Littledata\u003c/u\u003e\u003c/a\u003e, you can see where your conversion funnel may have extra friction. One of the most common friction points is the payment info page, where visitors tend to ask themselves if the purchase is worth it. This is an excellent opportunity to add \u003ca href=\"https://www.shopify.com/blog/social-proof\"\u003e\u003cu\u003esocial proof\u003c/u\u003e\u003c/a\u003e, such as a testimonial or a money-back guarantee.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"5\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e5. Test and enhance your value proposition\u003c/h2\u003e\u003cp\u003eA website’s value proposition is one of its most important drivers of conversions. If your audience is genuinely interested in your product’s value, they may be more tolerant of technical issues or friction.\u003c/p\u003e\u003cp\u003eConducting an \u003ca href=\"https://www.shopify.com/blog/the-complete-guide-to-ab-testing\"\u003e\u003cu\u003eA/B test\u003c/u\u003e\u003c/a\u003e is the best way to understand if you can improve your value proposition. If you’re running digital advertising campaigns, you can test different versions of your taglines in your ad copy, and then use the winning version on your site. You can also use tools like Google Optimize to test copy changes directly on your site to see which version drives more conversions.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"6\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e6. Audit your technical setup\u003c/h2\u003e\u003cp\u003eFaulty technical setups can hold back website conversion rates. Common issues include slow page loading times (also known as \u003ca href=\"https://www.shopify.com/blog/shopify-site-speed\"\u003e\u003cu\u003esite speed\u003c/u\u003e\u003c/a\u003e), poor mobile optimization, and broken links. \u003c/p\u003e\u003cp\u003eThe good news is that these elements are easily testable using various tools. GTMetrix provides actionable page speed reviews for ecommerce sites. Google offers a free \u003ca href=\"https://search.google.com/test/mobile-friendly\"\u003e\u003cu\u003ecompatibility test\u003c/u\u003e\u003c/a\u003e for your mobile site, and Screaming Frog can check your pages for broken links. \u003c/p\u003e\u003cp\u003eCapitalizing on these types of analyses can increase your conversions. To take it further, you can A/B test your ideas to prove they work.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"7\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e7. Add social proof with reviews and testimonials\u003c/h2\u003e\u003cp\u003eAlmost half of surveyed consumers \u003ca href=\"https://www.brightlocal.com/research/local-consumer-review-survey/\"\u003e\u003cu\u003etrust customer reviews\u003c/u\u003e\u003c/a\u003e just as much as they trust a recommendation from a friend. Seeing that someone else had a good experience with your brand can give on-the-fence shoppers the nudge they need to purchase and provide reassurance to first-time buyers who are weighing up their options. \u003c/p\u003e\u003cp\u003eHere are some ways you can add reviews to your site: \u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eProduct-relevant reviews: \u003c/b\u003eAdd a selection of relevant reviews to each product page, making sure the reviews are about the exact product in question.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eVideo reviews:\u003c/b\u003e Encourage customers to share video reviews of your products for extra clout and to add an additional layer of trust.\u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eReviews page:\u003c/b\u003e Create an entire page on your website dedicated to reviews.\u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/5flORLyCyvjFNBWWkInxE6.png\" alt=\"rhode\" loading=\"lazy\"\u003e\u003cfigcaption\u003eRhode skin care’s reviews page, including ratings, comments, and filtering options. \u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ci\u003eSkin care brand \u003c/i\u003e\u003ca href=\"https://www.rhodeskin.com/\"\u003e\u003ci\u003e\u003cu\u003eRhode\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e allows shoppers to filter reviews based on age, skin type, and product features. \u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"8\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e8. Make it easy for customers to find what they’re looking for\u003c/h2\u003e\u003cp\u003eShoppers don’t want to search for hours trying to find what they’re looking for, especially if they’re ready to buy. People who know the product they want to buy have a much higher purchase intent than those who are just browsing and they’ll often head to the search bar to find their desired products. In fact, \u003ca href=\"https://www.nosto.com/blog/searchresearch2023/\"\u003e\u003cu\u003e69% of shoppers\u003c/u\u003e\u003c/a\u003e go straight to the search bar and 80% will actually leave your site if they have a bad search experience. \u003c/p\u003e\u003cp\u003eAdding an easy-to-use search feature to your site can help shoppers find exactly what they’re looking for and boost conversion rates. You can experiment with rich features here, such as image-based search, recommended products, and suggestions when a search doesn’t have any relevant results.\u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/4lSE8jgRpRXxSvFKTLUZWM.png\" alt=\"open\" spaces loading=\"lazy\"\u003e\u003cfigcaption\u003eOpen Spaces’ search page includes product images, recommended searches, and search result listings. \u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003cb\u003e\u003ci\u003e\u003c/i\u003e\u003c/b\u003e\u003ca href=\"https://getopenspaces.com/\"\u003e\u003ci\u003e\u003cu\u003eOpen Spaces\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e includes images and recommended products in its search feature to enhance the experience.\u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"9\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e9. Add a live chat element\u003c/h2\u003e\u003cp\u003eEven the smallest bit of friction can throw a shopper off track. But implementing a real-person or automated live chat feature to answer in-the-moment questions can help. You can use the live chat feature to keep shoppers on your site, provide extra information, and direct them toward the products they want the most.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"10\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e10. A/B test the buying journey\u003c/h2\u003e\u003cp\u003eYou can A/B test various parts of the buying journey to \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003eoptimize conversion rates\u003c/a\u003e. Consider where your biggest friction points are and experiment with different colors, layouts, and copy to try to improve conversions. This gives you real-life proof of what elements your customers prefer. \u003c/p\u003e\u003cp\u003eHere are a few things to test: \u003c/p\u003e\u003cul\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003ePhotographs:\u003c/b\u003e Add more product photos to product pages, add interactive elements, and use 360-degree photo tools to let customers build an image of your product in their minds. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eCalls-to-action (CTAs):\u003c/b\u003e Play around with the color of your CTAs, change the copy, and test their placement on each page. Try a floating Add to Basket button instead of a static one to see if it impacts your conversion rates. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eGuest checkout:\u003c/b\u003e Try out a guest checkout option to minimize the hurdles shoppers have to jump through to make a purchase. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eReview positioning: \u003c/b\u003eMove elements, such as reviews, around on your product page to give them more prominence and see in which position they work best. \u003c/p\u003e\u003c/li\u003e\n\u003cli\u003e\u003cp\u003e\u003cb\u003eProduct descriptions: \u003c/b\u003eAlter the format of your product descriptions to make them scannable. Add bullet points, inject personality, and use emojis if it suits your brand. \u003c/p\u003e\u003c/li\u003e\n\u003c/ul\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"11\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e11. Send abandoned cart emails \u003c/h2\u003e\u003cp\u003eMore than two-thirds of shoppers \u003ca href=\"https://baymard.com/lists/cart-abandonment-rate\"\u003e\u003cu\u003eabandon their carts\u003c/u\u003e\u003c/a\u003e before they get to checkout. This doesn’t mean they will never convert, though. These are shoppers who have shown an interest in your products but did not finish the purchase process.\u003c/p\u003e\u003cp\u003eSending an abandoned cart email can remind these visitors what they liked about your products in the first place and encourage them to come back and finish their purchase. You can increase the chances of conversion by adding social proof to your abandoned cart emails or by offering a discount as an incentive for coming back. \u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/6I4KgdtYjD5pWuJYdjh2Mi.png\" alt=\"paro\" loading=\"lazy\"\u003e\u003cfigcaption\u003eAn abandoned cart email from Paro, which includes images, pricing, and a value proposition.\u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ca href=\"https://fromparo.com/\"\u003e\u003ci\u003e\u003cu\u003eParo\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e reminds shoppers that they have items in their cart with a message describing the benefits of its product.\u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"12\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e12. Shorten checkout form fields\u003c/h2\u003e\u003cp\u003eNo one wants to fill out a form with too many fields. The more information you collect from shoppers, the more time they have to back out of the purchase or buy from a business that doesn’t ask for as much information.\n\nKeep your checkout form as simple and as short as possible by collecting only the information you need, like the shopper’s name, address, and payment information. You can also add a progress bar to the checkout so that shoppers know exactly where they are in the process. There are also options for \u003ca href=\"https://www.shopify.com/blog/1-click-checkout\"\u003e\u003cu\u003eone-click checkouts\u003c/u\u003e\u003c/a\u003e, which use a platform such as \u003ca href=\"https://shop.app/shop-pay\"\u003e\u003cu\u003eShop Pay\u003c/u\u003e\u003c/a\u003e to have users’ data automatically saved and used for purchases.\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"13\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e13. Offer an incentive\u003c/h2\u003e\u003cp\u003eShoppers are often on the hunt for a bargain and an added incentive such as free shipping or a free gift. More than \u003ca href=\"https://www.digitalcommerce360.com/2023/02/27/shipping-cost-ecommerce-retailers-consumers/#:~:text=62%25%20of%20shoppers%20said%20they,consumer%20poll%20had%20similar%20findings.\"\u003e\u003cu\u003e60% of shoppers\u003c/u\u003e\u003c/a\u003e won’t consider buying from a retailer that doesn’t offer free shipping. While you might not be able to justify free shipping all the time, you can offer free shipping on a customer’s first purchase, when they reach a certain cart value, or if they purchase within a limited timeframe. \u003c/p\u003e\u003cp\u003eIf you’re looking to convert more first-time shoppers, you can also try offering a discount code for money off their first purchase. \u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2DMHczv0x0jjgbte7Z9F0u.png\" alt=\"clare\" loading=\"lazy\"\u003e\u003cfigcaption\u003eA popup from paint brand Clare offering new shoppers a 10% discount on their first order.\u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ci\u003ePaint brand \u003c/i\u003e\u003ca href=\"https://www.clare.com/\"\u003e\u003ci\u003e\u003cu\u003eClare\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e offers new shoppers 10% off their first order.\u003c/i\u003e\u003c/p\u003e\u003cp\u003e\u003c/p\u003e\u003cdiv id=\"14\" class=\"anchored-section\"\u003e\u003c/div\u003e\u003ch2\u003e14. Have a reassuring returns policy\u003c/h2\u003e\u003cp\u003eThe downside of buying online is that shoppers may not see a product in person before they buy. Having a clear returns policy can reassure shoppers that they can send back a product if it’s not what they expected. It can give shoppers peace of mind, which can ultimately improve conversion rate.\u003c/p\u003e\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/180l9SYU46yk2QJaLoiKFI.png\" alt=\"recess\" loading=\"lazy\"\u003e\u003cfigcaption\u003eRecess’s returns policy page details the returns process and includes information on damaged orders.\u003c/figcaption\u003e\u003c/figure\u003e\u003cp\u003e\u003ci\u003eDrinks brand \u003c/i\u003e\u003ca href=\"https://takearecess.com/\"\u003e\u003ci\u003e\u003cu\u003eRecess\u003c/u\u003e\u003c/i\u003e\u003c/a\u003e\u003ci\u003e allows customers to get a refund and return their products if they’re not happy.\u003c/i\u003e\u003c/p\u003e\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\" id=\"faq-section\"\u003e\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2\u003eHow to increase conversion rate FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are the long-term methods to boost your conversion rate?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eThere are many ways to boost conversion rates. They rely on a cycle of gathering information, and creating ideas for improvement based on this information and testing them. Examples of these methods include talking to your customers, analyzing your website data, identifying your site’s friction points, and auditing your technical setup.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are the best practices for creating calls to action?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eGreat calls to action complete the sentence that begins with “I want to …” for the user while remaining short and understandable. They also avoid being self-referential. “Click here” is used widely, whereas “Add to Cart” and “Learn about the (product name)” can be more likely to increase conversion rate.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are some common mistakes to avoid when trying to boost conversions?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eThe most common mistakes to avoid in boosting conversions include focusing too heavily on the homepage (as opposed to product pages or checkout pages), not gathering enough information (for example, making a change based on one angry customer), and ignoring the importance of communicating your value proposition.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat are the two types of conversions?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\u003cdiv itemprop=\"text\"\u003e\u003cp class=\"WTF-1\"\u003eThe two main types of conversions are macro conversions, which are the primary goal of a website, and micro conversions, which are secondary goals that help move the visitor toward the primary goals. For example, a site might have a macro conversion of a purchase and a micro conversion of filling out a pop-up form to get a discount code.\u003c/p\u003e\u003c/div\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\u003c/div\u003e\u003cp\u003e\u003c/p\u003e","excerpt":"Want to know how to increase conversion rate on your ecommerce website? Here are 14 tactics for 2024.","excerptHtml":"\u003cp\u003eWant to know how to increase conversion rate on your ecommerce website? Here are 14 tactics for 2024.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-10-05T10:00:00.000+01:00","key":"published_date"},{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7757660216","handle":"lizzie-davey","field":{"__typename":"MetaobjectField","value":"Lizzie Davey"}}}]},"value":[{"name":"Lizzie Davey","slug":"lizzie-davey"}],"key":"authors"}],"modifiedAt":"5 Oct 2023","topicHandle":"tips-and-strategies"},{"__typename":"Article","id":"gid://shopify/Article/558649933880","handle":"pricing-strategies-discount-strategies-and-tactics","title":"7 Effective Discount Pricing Strategies to Increase Sales (2025)","publishedAt":"25 Oct 2024","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/discount-strategy.png?v=1730129487","altText":"Graphic of a clothing pricing ticket with a percentage sign in the center illustrating discounts","width":1848,"height":782},"tags":["Growth strategies"],"contentHtml":"\u003cp\u003eCoca-Cola was the first brand to hook consumers with discounts when it released the very first coupon in 1887, redeemable for a free glass of Coke.\u003c/p\u003e\n\u003cp\u003eNearly a century and a half later, you can still see the psychology behind that very first discount at work online. Receiving \u003ca href=\"https://www.huffpost.com/entry/what-science-says-about-discounts_b_8511224\"\u003ediscounts releases the hormone oxytocin\u003c/a\u003e, making shoppers happier—and less likely to abandon their carts.\u003c/p\u003e\n\u003cp\u003eThe right type of discount can maximize sales, keep shoppers from abandoning their carts, and entice first-time buyers to try a brand. But using the wrong type of discount can have adverse consequences, including reduced profits and a devalued brand. \u003c/p\u003e\n\u003cp\u003eAhead, you’ll learn how to offer the right type of discount to the right customers at the right time, including top-performing discount-pricing examples and strategies you can start using today.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is discount pricing?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003e7 discounting strategies\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eDiscount codes vs. automatic discounts\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eUsing Shopify Discount Functions\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eWhat to consider when building a discount strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eDiscount pricing strategies FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is discount pricing?\u003c/h2\u003e\n\u003cp\u003eDiscount pricing is a strategy of applying discounts via sales, coupons, codes, or bundles in order to increase sales. This strategy attempts to change a customer's perception of the value of a purchase..\u003c/p\u003e\n\u003cp\u003eBesides increasing sales, discounts can discourage consumers from abandoning their online shopping carts. The opportunity to redeem a coupon also motivates consumers new to your brand to make their first purchase. However, pricing psychology—or the strategy behind how you price your products—goes beyond the dollars saved.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003e7 discounting strategies\u003c/h2\u003e\n\u003ch3\u003e1. Buy one, get one free (BOGO)\u003c/h3\u003e\n\u003cp\u003eThe popular BOGO discount is always a top performer, and it has evolved as brands use it creatively to offer multiple freebies or incentives. For example, \u003ca href=\"https://hyggebands.com/\"\u003eHygge Gear\u003c/a\u003e, which sells multi-use headbands, uses BOGO discount codes:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Hygge Gear’s BOGO sale on website for buy 1 get 4 headbands\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/hygee.png?v=1729883966\"\u003e\u003c/div\u003e\n\u003cp\u003eYou can mix and match products of your choice, creating unique promotions to reward existing customers and boost sales. Buy X, get Y quantity, free shipping, and other discount types all provide more flexibility for building loyalty programs. Track your BOGO discounts to see which are performing best so you can repeat your biggest successes.\u003c/p\u003e\n\u003ch3\u003e2. Free gift with purchase\u003c/h3\u003e\n\u003cp\u003eSmall, unexpected gifts can be a cost-effective way to convert customers and earn loyalty. For example, club and festival apparel brand \u003ca href=\"https://www.intotheam.com/\"\u003eINTO THE AM\u003c/a\u003e uses a pop-up window to automatically offer a free gift to shoppers who add particular items to their carts. Not only is the gift selection tailored to the item the shopper has added, but the company also lets the customer choose their favorite gift:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"INTO THE AM website offering free gift with purchase\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/free-purchase.png?v=1729884002\"\u003e\u003c/div\u003e\n\u003ch3\u003e3. First-time customer discount\u003c/h3\u003e\n\u003cp\u003eAcquiring new customers is expensive. Most first-time visitors will leave your site without making a purchase. In fact, it takes a visitor just \u003ca href=\"/enterprise/the-psychology-of-hero-images-how-to-hook-shoppers-tell-your-story-in-50-milliseconds-or-less\"\u003e13 milliseconds\u003c/a\u003e to judge your site, so making a good first impression matters more than ever.\u003c/p\u003e\n\u003cp\u003eThis is why top-performing brands often offer new shoppers a discount. \u003ca href=\"/enterprise/how-a-luxury-hoodie-company-inspired-by-a-newborn-builds-product-launch-suspense-uses-rewards-to-retain-50-of-its-customers\"\u003eEvy’s Tree\u003c/a\u003e, a \u003ca href=\"https://www.instagram.com/p/CvyZtQ8rk_5/\"\u003erecently acquired luxury hoodie\u003c/a\u003e company, wanted to make checking out easier by reducing the number of clicks. They use\u003ca href=\"https://help.shopify.com/en/manual/apps/apps-by-shopify/script-editor\"\u003e Shopify Scripts\u003c/a\u003e to calculate discounts in real time, automatically excluding sale items and presenting the customer with the lowest price.\u003c/p\u003e\n\u003cp\u003eUsing a bit of JavaScript, you can even call attention to an item so that it displays with its discounted price, without requiring coupon codes:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"vy’s Tree checkout calculating discounts in real-time\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/evytree.png?v=1729884029\"\u003e\u003c/div\u003e\n\u003ch3\u003e4. Tiered discounts by spending thresholds\u003c/h3\u003e\n\u003cp\u003eOffering discounts to big spenders can actually increase their customer lifetime value. Luxury bedding brand Boll \u0026amp; Branch does this in a variety of ways, including offering new customers a discount on their first purchase, but only if they spend $150 or more:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Image of Boll \u0026amp; Branch using a tiered discount strategy\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/bollbranch.png?v=1729884063\"\u003e\u003c/div\u003e\n\u003cp\u003eTo determine an appropriate spending threshold, first calculate your median order value (MOV) or average order value (AOV), then \u003ca href=\"/enterprise/ecommerce-fulfillment-free-shipping#2\"\u003eestablish a spending threshold\u003c/a\u003e above that level to ensure the discount results in customers adding more items to their carts than they otherwise would.\u003c/p\u003e\n\u003ch3\u003e5. Personalization discounts\u003c/h3\u003e\n\u003cp\u003eWith\u003ca href=\"/enterprise/how-ecommerce-brands-can-prepare-for-apples-ios-14-update\"\u003e ongoing data and privacy legislation changes\u003c/a\u003e—including the phasing out of third-party cookies—building your customer database is now more important than ever.\u003c/p\u003e\n\u003cp\u003eFor years, the go-to method of\u003ca href=\"/enterprise/email-marketing-in-ecommerce-tips\"\u003e growing your email list\u003c/a\u003e was to show first-time visitors a pop-up offering a discount code in exchange for their contact info.\u003c/p\u003e\n\u003cp\u003eBut there are creative ways to ensure shoppers remain engaged that can result in higher conversions. For example, Spongellé, a Los Angeles–based personal care product line, \u003ca href=\"https://www.octaneai.com/casestudy/spongelle\"\u003eworked with Certified Shopify Partner Octane AI to create a “shop quiz\u003c/a\u003e.”\u003c/p\u003e\n\u003cp\u003eCustomers answered questions about their preferences, which allowed Spongellé to collect key data. Upon completion of the quiz, users received personalized product recommendations, along with a discount code. \u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Spongellé quiz example asking customer what they smell like\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/quiz.png?v=1729884097\"\u003e\u003c/div\u003e\n\u003cp\u003eThe result? The quiz now accounts for more than 25% of the brand’s revenue, with one-quarter of quiz users sharing their contact information in exchange for the discount. \u003c/p\u003e\n\u003ch3\u003e6. Flash sales\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/flash-sale\"\u003eFlash sales\u003c/a\u003e offer significant discounts for a limited time period. They tap into the customer’s fear of missing out (FOMO). Retailers create buzz around their products to drive a large number of customers quickly. Flash sales are commonly used with email marketing or social media campaigns to maximize reach. \u003c/p\u003e\n\u003cp\u003eKnown for selling polarized sunglasses and ski goggles, \u003ca href=\"https://www.blenderseyewear.com/\"\u003eBlenders\u003c/a\u003e is a leader in flash sales with 10x sales due to the power of automation. Two separate site designs for Blenders were created using Shopify's Launchpad—one for its Black Friday flash sale, the other for its Cyber Monday promotion:\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Image of Blenders Eyewear flash sale offering 40% off snow goggles and 55% off sunglasses.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/blenders.png?v=1729884120\"\u003e\u003c/div\u003e\n\u003cp\u003e“When things go live at midnight, you don’t want to have to stay up till midnight to do all these changes,” says Blenders’ CEO Chase Fisher . “We had our offers switched to go out through Launchpad. We had our themes switched to go out through Launchpad. They pushed everything through successfully.”\u003c/p\u003e\n\u003cp\u003eSay you want to clear your summer collection and make room for fall inventory. You could run a flash sale offering 50% off on all summer apparel for 24 hours only. You’d push the sale through your email, social media, and website banners a few days in advance to build anticipation for the event.\u003c/p\u003e\n\u003ch3\u003e7. Early bird VIP discounts \u003c/h3\u003e\n\u003cp\u003eEarly bird VIP discounts are two-sided: They incentivize early purchases and create a sense of exclusivity for loyal customers. It’s a common discount strategy for product launches and seasonal sales. These loyalty discounts also benefit the retailer because they help you plan demand and inventory management. \u003c/p\u003e\n\u003cp\u003eSince VIP customers tend to be the most engaged and spend the most, you can benefit from segmenting this top-tier group. As shown in the TANIT example below, the “Join the VIP Early Bird List '' copy and “Be the First '' focused CTA create a sense of urgency. Together, these two tactics are designed to boost conversions.\u003c/p\u003e\n\u003cp\u003eThe brand offers special perks like gift boxes, bundled deals, and sitewide savings of up to 25% for their VIP email subscribers during its Black Friday sale, branded as Change Friday.\u003c/p\u003e\n\u003cdiv style=\"text-align: left;\"\u003e\u003cimg style=\"float: none;\" alt=\"Early bird email special from TANIT\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/tanti-edmail.png?v=1729884155\"\u003e\u003c/div\u003e\n\u003ch2 id=\"3\"\u003eDiscount codes vs. automatic discounting\u003c/h2\u003e\n\u003cp\u003eUltimately, the right approach to discounting hinges on what you sell, the customers you target, and the brand experience you wish to create. Specifically, will your target market be more inclined to purchase with discounts that appear automatically at checkout? Or would they be more persuaded to buy after receiving a discount code they need to enter during checkout?\u003c/p\u003e\n\u003cp\u003eYour choice boils down to offering a self-serve discount model in which the consumer manually enters a code, or setting up your online store to automatically apply discounts for the shopper.\u003c/p\u003e\n\u003ch3\u003eDiscount codes \u003c/h3\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/xPh847CVqy8?si=ofi16CSHTpTHYlVk\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003cp\u003eA discount offered by discount code can take the form of a fixed value or a percentage, or discounts on specific products, collections, or variants in-store. Discount codes give you strict control over pricing and promotion, and allow you to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eIncrease your average order value (AOV) with discount codes that give customers “buy X, get Y” discounts. \u003c/li\u003e\n\u003cli\u003eLimit the life of a particular discount code by specifying the dates for which the code is valid.\u003c/li\u003e\n\u003cli\u003eProtect your brand and profit margins by \u003ca href=\"https://www.killianbranding.com/whitepaper/discounting/\"\u003elimiting the number of times a code can be used\u003c/a\u003e, the minimum spend amount to activate the code, and to which products, collections, or variants the discount can be applied.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEven better, brands with an \u003ca href=\"/enterprise/omni-channel-retailing-commerce-what\"\u003eomnichannel retail strategy\u003c/a\u003e can let customers redeem their discounts in an online store or in a brick-and-mortar retail location.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://outofprint.com/\"\u003eOut of Print\u003c/a\u003e, which sells out-of-print book covers on T-shirts, totes, and accessories, offers a site-wide discount code to first-time shoppers, and those leaving who have not yet made a purchase.\u003c/p\u003e\n\u003cp\u003e“It’s an incentive to make that first purchase,” says Chuck Mazzone, Out of Print’s digital marketing director. “But we’d rather shoppers focus their attention on our products instead of doing the math in their head and calculating the final price.”\u003c/p\u003e\n\u003ch4\u003ePros of discount codes\u003c/h4\u003e\n\u003cp\u003eDiscount codes may be used to create a feeling of exclusivity in the customer’s mind. Targeting specific customer segments with unique discount codes based on purchase history can create a more intimate, personalized brand experience and signal that you truly understand what your target customer values. \u003c/p\u003e\n\u003cp\u003eDiscount codes prevent overdiscounting your products, since you control who gets the discount and when.\u003c/p\u003e\n\u003ch4\u003eCons of discount codes\u003c/h4\u003e\n\u003cp\u003eCustomers must manually enter the code to receive the discount, which adds a step to the checkout process that can cause shoppers to abandon carts. It can also add friction, as consumers may mistakenly type the wrong code or copy and paste an incomplete code received via email or from a pop-up or banner offer. \u003c/p\u003e\n\u003cp\u003eDiscount codes may also be shared online without your permission, reducing your profits.\u003c/p\u003e\n\u003ch3\u003eAutomatic discounting\u003c/h3\u003e\n\u003ciframe width=\"560\" height=\"315\" src=\"https://www.youtube.com/embed/5upxe3TDw84?si=avrgiaKA8wuYu1Nc\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen=\"\"\u003e\u003c/iframe\u003e\n\u003cp\u003eInvestigate whether your commerce platform has native automatic discounting capabilities, which enable you to offer your customers discounts that apply automatically at checkout or in the cart. You can create percentage, fixed amount, or buy X, get Y automatic discounts. \u003c/p\u003e\n\u003cp\u003eEven though the discount is automatic, the rules you set give you plenty of control. For an automatic discount to apply correctly, your customers need to add all eligible items to their carts before they move to checkout, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eThe items they need to buy to qualify for the discount \u003c/li\u003e\n\u003cli\u003eThe items they get as part of the promotion\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eShopify has built safeguards to prevent discount abuse. Specifically, automatic discounts take precedence over discount codes, so that customers can’t apply multiple discounts to a single order. Discount codes are unavailable for customers who have an automatic discount applied to their checkout. \u003c/p\u003e\n\u003cp\u003eAutomatic discounting may be used to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eShow customers the markdown at the checkout so they can see the value they’re receiving\u003c/li\u003e\n\u003cli\u003eStrike out the original price and show the promotional price to visually represent the value the customer is receiving\u003c/li\u003e\n\u003cli\u003eIncrease the flexibility of promotions by adding a minimum purchase amount or quantity of items, or setting conditions to only apply the discount to specific collections or products\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“Offering automatic discounts is much more seamless than sending customers discount codes they have to enter manually,” says Mazzone. “With more and more purchases being made on mobile devices, it’s more difficult to enter a code. The real benefit with automatic discounts is that it does the work for the customer and means they have one less thing to worry about.”\u003c/p\u003e\n\u003cp\u003eThousands of brands use Shopify Scripts to automatically apply attractive discounts and increase sales. Similarly, Shopify brands on the Plus plan can use \u003ca href=\"https://help.shopify.com/en/manual/promoting-marketing/create-marketing/launchpad\"\u003eLaunchpad\u003c/a\u003e to schedule discounts in advance. The original price is struck out and displayed next to the discounted price, and both are shown everywhere from the product page to the checkout. When the discount period is over, Launchpad automatically rolls back the discount and restores the original pricing.\u003c/p\u003e\n\u003ch4\u003ePros of automatic discounting\u003c/h4\u003e\n\u003cul\u003e\n\u003cli\u003eEliminates data entry work for the customer required by discount codes. \u003c/li\u003e\n\u003cli\u003eLimited-time promotions inject urgency into the buying decision. \u003c/li\u003e\n\u003cli\u003eIt reduces the number of steps in the checkout process, which can increase your conversion rate.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4\u003eCons of automatic discounting\u003c/h4\u003e\n\u003cul\u003e\n\u003cli\u003eConsumers may not feel they are getting an exclusive or personalized promotion, as they might feel with a targeted discount code. \u003c/li\u003e\n\u003cli\u003eUnless you communicate the limited-time nature of your discount, the customer may not feel a sense of urgency to purchase immediately.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2 id=\"4\"\u003eUsing Shopify Discount Functions \u003c/h2\u003e\n\u003cp\u003e\u003ca href=\"https://changelog.shopify.com/posts/discount-functions-support-on-shopify-pos\"\u003eDiscount Functions\u003c/a\u003e offer an advanced solution for retailers requiring even more sophisticated discounting capabilities, especially those using Shopify POS. These functions allow you to extend or replace Shopify's native discounting logic, allowing more complex and customized discounting scenarios.\u003c/p\u003e\n\u003cp\u003eKey features of Discount Functions include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOmnichannel compatibility (online store and POS)\u003c/li\u003e\n\u003cli\u003eAdvanced eligibility criteria (e.g., \"Buy A, B and [C or D], get E for free\")\u003c/li\u003e\n\u003cli\u003eDiscounts based on custom attributes like metafields or customer lifetime value\u003c/li\u003e\n\u003cli\u003eIntegration with loyalty programs, gift registries, or memberships\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDiscount Functions can be applied automatically or triggered by discount codes, similar to other discounting methods. They're available through public apps on the Shopify App Store for all plans, while custom apps with Discount Function APIs are exclusive to Shopify merchants on the Plus plan.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eWhat to consider when building a discount strategy\u003c/h2\u003e\n\u003ch3\u003e1. Sitewide vs. specific collections\u003c/h3\u003e\n\u003cp\u003eWhile Out of Print launched predominantly as a T-shirt company, it has since grown to offer totes, socks, mugs, and accessories. With so many categories, shoppers might fall prey to the \u003ca href=\"https://doist.com/blog/analysis-paralysis-and-your-productivity/\"\u003eparadox of choice\u003c/a\u003e if offered a storewide discount.\u003c/p\u003e\n\u003cp\u003eTo focus customer attention, Mazzone suggests discounting specific product collections. Out of Print often highlights its Harry Potter, Sesame Street, and Star Wars collections with targeted discounts. Each has become a top seller. \u003c/p\u003e\n\u003ch3\u003e2. What to discount\u003c/h3\u003e\n\u003cp\u003eBuyer behavior is a key ingredient in discounting success. For example, while Out of Print has had success offering BOGO discounts on socks, not all consumers buy their socks in single pairs. After analyzing the sale, Mazzone says he learned many customers prefer to purchase their socks in bulk—three to five pairs at a time—and therefore may not be motivated by a BOGO offer.\u003c/p\u003e\n\u003ch3\u003e3. Discount duration\u003c/h3\u003e\n\u003cp\u003eHighlighting certain deals during specific times of the year is only part of the equation. Discounts should act as a motivator and result in accelerated or incremental purchases. You’ll undercut your margins if you train customers to wait for a discount—and your promotions will lack urgency if they’re perceived as open-ended. \u003c/p\u003e\n\u003cp\u003eOut of Print routinely experiments with discount duration. Campaigns aligned with a specific catalyst like Banned Books Week are often more effective when they last a week. Other campaigns promoting a new release often perform better if they last just 48 hours.\u003c/p\u003e\n\u003ch3\u003e4. Timed discounts\u003c/h3\u003e\n\u003cp\u003eA timed discount is another FOMO-based strategy to motivate shoppers to buy immediately. With these promotional discounts, it’s all about scarcity and the ticking clock, as the number of discounts available and/or the value of the discount decreases over time. \u003c/p\u003e\n\u003cp\u003eFor example, for the first hour of the sale, the available discount might be 20%, decreasing by 1% every hour for the next 10 to 12 hours until the sale ends. This incentivizes consumers to shop early to get the biggest discount.\u003c/p\u003e\n\u003ch3\u003e5. Discount presentation\u003c/h3\u003e\n\u003cp\u003eDon’t take sides in the “dollar off versus percentage off” debate. Out of Print uses both based on the segment being targeted. For example, first-time visitors to the site are offered a percentage-off discount code. \u003c/p\u003e\n\u003cp\u003eMazzone suggests consumers not as familiar with the brand’s products or pricing are often more influenced by a large number framed as a percentage. Conversely, repeat customers with a better grasp of the company’s pricing often respond better to dollar-off discounts or promotions such as “$20 T-shirts” or “3 T-shirts for $50.”\u003c/p\u003e\n\u003cp\u003e“Our conversion rates are much higher when we automatically discount versus when we send customers discount codes,” Mazzone says. “It’s a hassle-free checkout for the customer and results in better sales for us.”\u003c/p\u003e\n\u003ch2\u003eOffer discounts the right way and earn more sales\u003c/h2\u003e\n\u003cp\u003eDiscovering a successful discounting strategy requires experimentation. It also requires a customer-centric approach that includes:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eIdentifying when to use discount codes versus automatic discounting to maximize sales\u003c/li\u003e\n\u003cli\u003eTesting top-performing discounts like BOGO, free gift with purchase, and tiered promotions based on spending thresholds\u003c/li\u003e\n\u003cli\u003eIncorporating best practices that weigh sitewide versus collection discounts, discount duration, and presentation\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eNearly every brand plans to discount—but not all will invest the time to fine-tune their approach. Those that do will earn customer loyalty and more sales.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"6\"\u003eDiscount pricing strategies FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat are discount strategies?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDiscount pricing strategies can be defined as promotional strategies that reduce the original price of the product in order to drive sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eAre discounts a good marketing strategy?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDiscounts can be a great marketing strategy, as they can attract customers, boost sales, and clear out old inventory. However, if used too much or perceived as cheap, they can devalue your product and brand.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is an example of discount pricing?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eAn example of a discount pricing strategy is when a business decides to provide a large storewide seasonal discount. The store does this to compete with similar stores and capitalize on seasonal purchasing behaviors.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat type of discount is most effective?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDepending on your target market and product type, percentage discounts tend to be the most effective. If you're selling higher-priced items, monetary discounts may be more appealing, as they provide significant savings. Wholesalers may benefit from volume discounts or a bulk discount pricing strategy, as these can attract more B2B buyers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Is a discount strategy good for your online store? Learn how to use discounts the right way and increase AOV in this guide.","excerptHtml":"\u003cp\u003eIs a discount strategy good for your online store? Learn how to use discounts the right way and increase AOV in this guide.\u003c/p\u003e","seo":{"__typename":"SEO","title":"7 Effective Discount Pricing Strategies to Increase Sales (2025)","description":"Is a discount strategy good for your online store? Learn how to use discounts the right way and increase AOV in this guide."},"authorV2":{"__typename":"ArticleAuthor","name":"Michael Keenan"},"metafields":[null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756546104","handle":"jessica-lockhart","field":{"__typename":"MetaobjectField","value":"Jessica Wynne Lockhart"}}},{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756349496","handle":"michael-keenan","field":{"__typename":"MetaobjectField","value":"Michael Keenan"}}}]},"value":[{"name":"Jessica Wynne Lockhart","slug":"jessica-lockhart"},{"name":"Michael Keenan","slug":"michael-keenan"}],"key":"authors"}],"topicHandle":"tips-and-strategies"},{"__typename":"Article","id":"gid://shopify/Article/558649507896","handle":"third-party-logistics-3pl","title":"What Is a 3PL? How To Choose a Provider in 2024","publishedAt":"17 Sept 2024","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/Understanding_3PL.png?v=1726236371","altText":"Isometric view of a 3PL warehouse with trucks parked outside on a blue background.","width":1848,"height":782},"tags":["Ecommerce Operations Logistics"],"contentHtml":"\u003cp\u003eAs the ecommerce market has grown exponentially, so too has the 3PL (third-party logistics) market, which will \u003ca href=\"https://www.mordorintelligence.com/industry-reports/global-3pl-market\"\u003ebe worth $1.59 trillion by 2028\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThere’s a reason the services of 3PLs are in high demand within \u003ca href=\"/blog/what-is-ecommerce\"\u003eecommerce\u003c/a\u003e, no matter the industry. These shipping and fulfillment experts house your inventory in their warehouses, and pick, pack, and ship products to your customers.\u003c/p\u003e\n\u003cp\u003eIf you’re ready to partner with a 3PL for the first time, or considering multiple 3PL partners to diversify and mitigate risk, here’s what you need to know to find and select the right vendor.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is third-party logistics (3PL)?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow does a 3PL work?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eWhy do companies choose to work with a 3PL provider?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eWhen should you consider outsourcing fulfillment logistics to a 3PL?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003ePros and cons of 3PLs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eWhat are the types of 3PL companies?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eShould you work with an asset-based or a non-asset based 3PL?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eWhat services does a 3PL provide?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003eHow to choose a 3PL provider\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eThe Shopify Fulfillment Network\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003e3PL FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is third-party logistics (3PL) ?\u003c/h2\u003e\n\u003cp\u003e3PL is a service to which businesses outsource their logistics operations. 3PLs specialize in operating global warehouses and transportation networks. Companies use 3PLs throughout their supply chain, from manufacturing to final delivery. \u003c/p\u003e\n\u003cp\u003e3PLs handle various tasks, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eStoring products in strategic locations\u003c/li\u003e\n\u003cli\u003eTracking stock levels and product locations\u003c/li\u003e\n\u003cli\u003ePicking, packaging, and shipping customer orders\u003c/li\u003e\n\u003cli\u003eCoordinating shipments via truck, air, and sea\u003c/li\u003e\n\u003cli\u003eProviding software for order tracking and \u003ca href=\"/retail/inventory-management\"\u003einventory management\u003c/a\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cimg style=\"float: none;\" alt=\"3PL definition on purple background with Shopify logo.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/3pldef.png?v=1726360590\"\u003e\n\u003cp\u003eCompanies partner with 3PLs to reduce costs and improve efficiency. Instead of managing your own warehouses and doing distribution in-house, you can store your stock in a 3PL vendor’s warehouse, with the stock shipped directly from your manufacturers. \u003c/p\u003e\n\u003ch2 id=\"2\"\u003eHow does a 3PL work?\u003c/h2\u003e\n\u003cp\u003eWhile the 3PL fulfillment process can vary depending on the provider and services you’ve agreed on, the typical process looks like this:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003eThe 3PL receives your inventory at its warehouse and organizes each SKU.\u003c/li\u003e\n\u003cli\u003eWhen an order is placed on your \u003ca href=\"https://www.shopify.com/tour/ecommerce-website\"\u003eecommerce site\u003c/a\u003e, it’s either forwarded manually to the 3PL or automatically pushed (if its software integrates with your online store).\u003c/li\u003e\n\u003cli\u003eA warehouse team member gets a picking list to collect the items that have been ordered.\u003c/li\u003e\n\u003cli\u003eThe items are packed in boxes with the receipt and order details.\u003c/li\u003e\n\u003cli\u003eThe 3PL prints the shipping label or uses one of its shipping carrier partners.\u003c/li\u003e\n\u003cli\u003eThe shipping carrier collects the package from your 3PL’s distribution center and delivers it to your customer.\u003c/li\u003e\n\u003cli\u003eTracking information is uploaded to the 3PL system and synced with your \u003ca href=\"/enterprise/order-management-system-oms\"\u003eorder management software\u003c/a\u003e.\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eWhile 3PLs offer a comprehensive solution, they’'re just one type of \u003ca href=\"/enterprise/blog/logistics-management\"\u003elogistics management\u003c/a\u003e provider. To better understand where 3PLs fit in the broader logistics landscape, let’'s compare them with other types of providers:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003ca href=\"/blog/what-is-dropshipping\"\u003eDropshipping\u003c/a\u003e: A retail fulfillment method where the store doesn’'t keep the products it sells in stock. Instead, when a store sells a product, it purchases the item from a third party and has it shipped directly to the customer.\u003c/li\u003e\n\u003cli\u003e2PL: Couriers collect parcels from your warehouse and deliver them to an end customer.\u003c/li\u003e\n\u003cli\u003e3PL: Inventory is stored, picked, packed, and shipped by a third-party company.\u003c/li\u003e\n\u003cli\u003e4PL: Providers manage the fulfillment partners (3PLs) you’re working with. Their team negotiates the contract with a partner, resolves any issues, and communicates between your internal team and the distributor.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/freight-forwarding-services\"\u003eFreight brokers\u003c/a\u003e: Act as intermediaries between brands and drivers. Freight forwarders are different from 3PLs in that they’re specifically dedicated to matching up brands with drivers or carriers.\u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Image showing the differences between various fulfillment and logistics services\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/logisticsfulfillmentservices.png?v=1726360590\"\u003e\n\u003ch2 id=\"3\"\u003eWhy do companies choose to work with a 3PL provider?\u003c/h2\u003e\n\u003cp\u003eCompanies choose a 3PL when they become overwhelmed by order growth. 3PLs are not just a solution for enterprise-sized brands, they are designed for merchants of any size with intentions to scale.\u003c/p\u003e\n\u003cp\u003eSuppose you have a \u003ca href=\"/enterprise/blog/flash-sale\"\u003eflash sale\u003c/a\u003e, or one of your products goes viral? It’s not always feasible (or cost effective) to handle that surge of orders in-house. Breaking fulfillment promises to customers can cause major damage to your brand, particularly in an era when \u003ca href=\"https://try.goshippo.com/2023-state-of-shipping/\"\u003e62% of customers\u003c/a\u003e only want to wait up to three days for a package.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eWhen should you consider outsourcing fulfillment logistics to a 3PL?\u003c/h2\u003e\n\u003cp\u003eFour key questions will help you determine whether it’s time to enlist the services of a 3PL:\u003c/p\u003e\n\u003ch4\u003e1. Are you fulfilling more than 10 to 20 orders per day?\u003c/h4\u003e\n\u003cp\u003eIf that’s where you’re at, calculate the costs of partnering with a 3PL to keep your profit margins strong. Outsourcing packing, picking, and shipping can save time on manual labor, especially if you’re partnering with a 3PL that uses automation.\u003c/p\u003e\n\u003cp\u003eLikewise, estimate the growth potential—opportunities you’re not currently able to pursue—by outsourcing fulfillment to a 3PL.\u003c/p\u003e\n\u003ch4\u003e2. Are you running out of inventory storage space?\u003c/h4\u003e\n\u003cp\u003eMerchants often forget to include storage costs in their fulfillment expense calculations.\u003c/p\u003e\n\u003cp\u003eWhen deciding whether a 3PL is right for your retail business, compare your current warehouse expenses with estimates from 3PLs. Sometimes, bundling storage costs with outsourced fulfillment gives you better value for your money.\u003c/p\u003e\n\u003ch4\u003e3. Can your existing infrastructure handle a surge in demand?\u003c/h4\u003e\n\u003cp\u003eHow much would a sustained spike in order volume (outside of one-off \u003ca href=\"/enterprise/flash-sale\"\u003eflash sales\u003c/a\u003e or marketing promotions) cost your business?\u003c/p\u003e\n\u003cp\u003eIf you need to hire rapidly to increase in-house capacity or invest in automation yourself, it might be more cost effective to outsource fulfillment to a 3PL.\u003c/p\u003e\n\u003ch4\u003e4. Do you want to offer faster shipping and fulfillment?\u003c/h4\u003e\n\u003cp\u003eConsider a 3PL if you want to offer shipping options like next-day or two-day delivery but find it challenging to do so with your current in-house operations. Faster shipping can increase customer satisfaction, higher conversion rates, and more repeat purchases.\u003c/p\u003e\n\u003cp\u003e3PLs work with multiple clients, which allows them to negotiate better rates with shipping carriers. These savings can be passed on to you, making faster shipping options more affordable. They can also help you implement strategies like zone skipping or multi-carrier shipping to optimize for speed and cost. \u003c/p\u003e\n\u003cp\u003eWhen evaluating 3PLs, ask about their shipping speed capabilities, the locations of their fulfillment centers, and their track record in meeting delivery promises. \u003c/p\u003e\n\u003ch2 id=\"5\"\u003ePros and cons of 3PLs\u003c/h2\u003e\n\u003ch3\u003ePros of 3PLs\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#21\"\u003eTest and launch in new markets with ease\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#22\"\u003eFree up capital that’s tied up in warehouse space\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#23\"\u003eReduce your overhead costs\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#24\"\u003eInsulate your business against supply chain disruptions\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4 id=\"21\"\u003eTest and launch in new markets with ease\u003c/h4\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/blog/global-expansion\"\u003eExpanding internationally\u003c/a\u003e requires a \u003ca href=\"/enterprise/global-fulfillment-guide\"\u003eglobal fulfillment network\u003c/a\u003e, documentation, and accounting for customers and duties. If you want to try to sell your product overseas but aren’t prepared to navigate the legalities involved or invest in infrastructure abroad, working with a 3PL can be a good way to test the waters.\u003c/p\u003e\n\u003cp\u003eFor example, if you’re a US-based merchant and want to test your products in the UK, it makes sense to store a small batch of inventory in the country using a 3PL. This removes the complexity of learning about local real estate and labor laws before you know if the market is even worth it.\u003c/p\u003e\n\u003cp\u003eOutsourcing these responsibilities can also expedite delivery times, improve customer satisfaction, and reduce shipping costs—three huge wins bound to have positive impacts on your bottom line.\u003c/p\u003e\n\u003ch4 id=\"22\"\u003eFree up capital that’s tied up in warehouse space\u003c/h4\u003e\n\u003cp\u003eIf you’re investing in your own warehouses and distribution centers, costs aren’t set to decrease any time soon. \u003c/p\u003e\n\u003cp\u003eAs of 2024, warehouse vacancy rates in the US have risen to \u003ca href=\"https://www.americanwarehouses.com/blog/q1-2024-public-warehousing-review-outlook\"\u003e5.2%\u003c/a\u003e, marking the first time since the pandemic that vacancies have exceeded 5%. This increase comes after several years of ecommerce-driven warehouse demand. \u003c/p\u003e\n\u003cp\u003eWhile vacancy rates are up, rents continue to grow due to demand for storage space, especially in key regions, despite new supply coming online. In particular, the southern and northeastern US markets continue to see significant rent increases, with areas like New Jersey leading the nation at more than \u003ca href=\"https://www.astreetpartners.com/post/2024-industrial-real-estate-market-trends-report\"\u003e$10.86 per square foot\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eIn contrast, 3PLs have strongholds over their storage premises, and higher order values from their retail partners gives them grounds to keep their warehouse space. As soon as you let your own warehouse space go, you’ll have more capital to direct toward return-generating endeavors.\u003c/p\u003e\n\u003ch4 id=\"23\"\u003eReduce your overhead costs\u003c/h4\u003e\n\u003cp\u003eRelying on a 3PL means you get the benefits of skilled warehouse staff, as well as \u003ca href=\"/blog/warehouse-automation\"\u003ewarehouse automation technology\u003c/a\u003e, without investing cash into developing your own. Robotic machinery to pick and pack orders, for example, means human staff don’t need to be on-hand to fulfill orders. The machinery works 24/7, so retailers can benefit from later order cut-offs for immediate shipping. Ocado Retail even overhauled its entire warehouse to be completely automated.\u003c/p\u003e\n\u003cp\u003eThe other area of potential cost savings is carrier rates. Since 3PLs are able to negotiate preferred shipping rates, the cost of shipping is typically lower. And those savings, in turn, can be passed on to consumers by offering them free shipping.\u003c/p\u003e\n\u003ch4 id=\"24\"\u003eInsulate your business against supply chain disruptions\u003c/h4\u003e\n\u003cp\u003eWith an existing network of fulfillment centers around the world and pre-negotiated carrier contracts, 3PLs may be less vulnerable to global shipping and fulfillment disruptions. While working with one may not eliminate shipping surcharges altogether, it will insulate you from them and diversify your risk, as 3PLs typically have relationships with multiple carriers.\u003c/p\u003e\n\u003cp\u003eIncreasingly, 3PLs are also investing in their own delivery vehicles, which can support shorter distances and more frequent deliveries, and avoid clogs in the entire supply chain.\u003c/p\u003e\n\u003cp\u003eFor example, Shopify merchant Manly Bands—which sells wedding rings for men—has started to mitigate the impact of delivery delays by working with 3PLs to fulfill orders.\u003c/p\u003e\n\u003cp\u003e“By doing this, we have found that we have more control over our shipping commitments,” says Eric Farlow, Manly Band’s COO.\u003c/p\u003e\n\u003ch3\u003eDisadvantages of 3PL\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#31\"\u003eUpfront investment\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#32\"\u003eVaried hours or workflow\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4 id=\"31\"\u003eUpfront investment\u003c/h4\u003e\n\u003cp\u003eThere can be significant upfront costs when setting up with a 3PL provider, like integrating their software with your ecommerce store, SKU upload, and account access. Costs will normally be broken into the following categories:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTransportation costs: Shipping products from your factory to your national and \u003ca href=\"/enterprise/blog/international-warehouses-ecommerce-guide\"\u003einternational warehouses\u003c/a\u003e.\u003c/li\u003e\n\u003cli\u003eReceiving costs: Offloading products from your transportation provider to their warehouse.\u003c/li\u003e\n\u003cli\u003eWarehousing fees: Usually a monthly fee based on the amount of space used and charged per pallet.\u003c/li\u003e\n\u003cli\u003ePick-and-pack fees: Picking units from shelves or bins and packing them for shipment and discounted for higher volumes.\u003c/li\u003e\n\u003cli\u003eShipping costs: Delivery of product to your end customer.\u003c/li\u003e\n\u003cli\u003eAccount set-up fees: Account creation and software integration.\u003c/li\u003e\n\u003cli\u003eMinimums: Minimum monthly spend is generally required.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch4 id=\"32\"\u003eVaried hours or workflow\u003c/h4\u003e\n\u003cp\u003eWith “fast” and “free” being the two principles dominating the shipping and fulfillment landscape, when there’s a backlog and you just want to get orders out the door, it can be tempting to head down to the warehouse and pack orders yourself. But if you’re working with a 3PL, that won’t be possible. 3PLs maintain their own hours of operation and workflow, which can have a flow-on effect to your business.\u003c/p\u003e\n\u003ch3\u003e3PL myths and misconceptions\u003c/h3\u003e\n\u003cp\u003ePlenty of myths and misconceptions exist about working with 3PLs. Here, we’ll break down three of the most common ones.\u003c/p\u003e\n\u003ch4\u003e“When you hand things over to a 3PL, you lose control.”\u003c/h4\u003e\n\u003cp\u003eIt’s true that inventory stored in a 3PL’s warehouse won’t be immediately accessible to you, which may feel disconcerting at first.\u003c/p\u003e\n\u003cp\u003eBut working with a 3PL actually allows you to regain control. When the pressure of shipping and fulfillment is taken off your plate and handed over to the experts, mistakes are less likely to occur. A good 3PL should also be able to provide reports and analytics, which lets you manage the process remotely and help you make better business decisions in the future.\u003c/p\u003e\n\u003ch4\u003e“3PLs are only for enterprise-sized businesses.”\u003c/h4\u003e\n\u003cp\u003eOn the contrary. If you have plans to scale or grow your business, a 3PL might be for you. Don’t assume that the cost of third-party warehousing and distribution is out of your price range—as we explain below, it can actually reduce your overhead costs and free up capital.\u003c/p\u003e\n\u003ch4\u003e“3PLs have too many hidden fees.”\u003c/h4\u003e\n\u003cp\u003eIt’s true that pricing for 3PLs can be complex, with additional fees that include inbound costs, storage costs, outbound costs, customs and duties, and even custom packaging.\u003c/p\u003e\n\u003cp\u003eBut these fees aren’t hidden—they’re clearly laid out, \u003ca href=\"/plus/guides/3pl-third-party-logistics\"\u003eprovided you know the right questions to ask before signing a contract with a 3PL\u003c/a\u003e.\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eWhat are the types of 3PL companies?\u003c/h2\u003e\n\u003cp\u003eThere are several types of 3PLs:\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eFull-service providers\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eDo you have several warehouses dotted all over the place? Selling \u003ca href=\"/enterprise/b2b-cross-border-ecommerce\"\u003ecross-border\u003c/a\u003e has gotten much trickier to manage logistically. Plus, the supply chain crisis has made clear the importance of having real-time, multi-location inventory visibility.\u003c/p\u003e\n\u003cp\u003eNot only is knowing how much stock you have (and where) a key component of improving operational efficiency, so too is shipping inventory from the location closest to the customer, which cuts shipping costs. Full-service 3PLs help \u003ca href=\"/enterprise/blog/cross-border-ecommerce\"\u003ecross-border ecommerce\u003c/a\u003e brands become more efficient during and after crises.\u003c/p\u003e\n\u003cp\u003eFull logistics service providers, like the \u003ca href=\"https://www.shopify.com/fulfillment\"\u003eShopify Fulfillment Network\u003c/a\u003e, offer end-to-end solutions that get orders to your customers easily and quickly. With a vast network of strategically located fulfillment centers nationwide, full-service 3PLs like ours make sure you have the right merchandise at the right location, so orders ship faster and more cheaply.\u003c/p\u003e\n\u003cp\u003eAlongside faster and cheaper shipping, full-service 3PLs offer:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eInventory intelligence: Shopify recommends where inventory should be stored to be close to customers.\u003c/li\u003e\n\u003cli\u003eControl over fulfillment experience: Decide how fast orders are delivered and stand out with marketing inserts. Packaging is included with the pick rate and you can supply your own branded packaging.\u003c/li\u003e\n\u003cli\u003eEasy integration: No technical integration required. Shopify will help set up the Shopify Fulfillment app for you. Most 3PLs offer extensive integrations and ongoing maintenance.\u003c/li\u003e\n\u003cli\u003eSame-day fulfillment: Orders received by 4 p.m. ET are shipped out the same day.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWorld-class fulfillment that was once reserved for only the largest companies in the world is now accessible and affordable for every high-volume brand, thanks to SFN.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003e3PL warehouses\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eWarehouses that store, ship, and handle returns are the most common type of 3PL, with many offering super-fast two-day shipping options. And, if you’re expanding globally, \u003ca href=\"/enterprise/international-warehouses-ecommerce-guide\"\u003einternational warehouses\u003c/a\u003e can help build a global supply chain. Knowing how to refine product fulfillment workflows is a skill that comes with experience—one that retailers can lend from 3PL warehouses.\u003c/p\u003e\n\u003cp\u003eWhen choosing a 3PL warehouse, determine how many distribution centers you’ll have access to. You’ll need a larger network of warehouses if you promise customers expedited delivery. Shipping speed hinges on warehouses being geographically close to your customers. You’ll also need to \u003ca href=\"/enterprise/forecasting-methods-supply-chain\"\u003eaccurately forecast inventory levels\u003c/a\u003e to appropriately stock warehouses in your network.\u003c/p\u003e\n\u003cp\u003eIt’s also important to find out the time at which your warehouse stops fulfilling the day’s orders. If orders are placed after the warehouse cut-off time of 3 p.m., for example, they won’t go out until the next day. This impacts how you market fulfillment and the delivery dates consumers expect. (Remember: Just one later-than-expected delivery and you risk losing customers.)\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eTransportation-based 3PLs\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eTransportation-based 3PLs shuttle goods between locations. For example, they might transport inventory between your factory and your warehouse. They could also transfer stock between your store and a retail buyer.\u003c/p\u003e\n\u003cp\u003eThere are three main types of transportation-based 3PLs:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTraditional parcel transportation providers such as DHL, FedEx, UPS, and the USPS\u003c/li\u003e\n\u003cli\u003eSame-day delivery by local couriers like Postmates and UberRush\u003c/li\u003e\n\u003cli\u003eTransportation marketplaces like Flexport, Freightos, and GrandJunction\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWhen deciding on a 3PL parcel transportation provider, explain your origin and destination locations and the time frames you expect for stock to move between.\u003c/p\u003e\n\u003cp\u003eAsk about the shipping methods they use, the service levels, and any pricing/discount information they’ll give once your inventory increases. If you transport \u003ca href=\"/enterprise/blog/optimizing-logistical-networks-how-to-develop-a-world-class-supply-chain\"\u003einternational freight\u003c/a\u003e, some include brokerage fees; others include import/export taxes and duties in their costs.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eFinancial- and information-based 3PLs\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eMany retailers, due to the COVID-19 pandemic, are now focused on \u003ca href=\"https://hbr.org/2016/02/a-recession-doesnt-mean-your-startup-cant-grow\"\u003eunit economics\u003c/a\u003e. It’s a model that requires visibility into key \u003ca href=\"/enterprise/blog/warehouse-management\"\u003ewarehouse management\u003c/a\u003e processes like pick-to-pack to better understand and calculate the costs associated with each unit or item sold.\u003c/p\u003e\n\u003cp\u003eRetailers need to have the financial information associated with fulfillment at their fingertips. It’s the only way to make rapid and accurate decisions during crises and thereafter.\u003c/p\u003e\n\u003cp\u003eAfter you’ve scaled revenue to eight or nine figures, you might want to consider a financial- or information-based 3PL company. Consulting firms—like \u003ca href=\"http://www.chicago-consulting.com/\"\u003eChicago Consulting\u003c/a\u003e and \u003ca href=\"https://www.stonge.com/\"\u003eSt. Onge\u003c/a\u003e—provide industry-specific insight and can take the headache out of complex global supply-chain management. They also give internal controls on tasks like freight auditing, cost accounting, and \u003ca href=\"/enterprise/inventory-management-system\"\u003einventory management\u003c/a\u003e to ensure consistency.\u003c/p\u003e\n\u003ch2 id=\"7\"\u003eShould you work with an asset-based or a non-asset based 3PL?\u003c/h2\u003e\n\u003cp\u003eChoosing between an asset-based and a non-asset-based 3PL can be a big decision for brands. Let’'s break down what these terms mean and how to pick the right one for your business.\u003c/p\u003e\n\u003cp\u003eAsset-based 3PLs have their own warehouses, trucks, and other logistics equipment. Think of them as having all the tools in-house. Non-asset based 3PLs don’t own physical assets. Instead, they partner with other companies to use their equipment and facilities.\u003c/p\u003e\n\u003cp\u003eHere’s how to choose:\u003c/p\u003e\n\u003ch3\u003eCost\u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs might be pricier due to their investments in equipment, but they could offer more stable pricing. Non-asset-based 3PLs might be cheaper, but prices could change based on their partners.\u003c/p\u003e\n\u003ch3\u003eControl\u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs have more control over their operations, which can mean better quality and consistency. Non-asset-based 3PLs rely on partners, which might lead to less control but more flexibility.\u003c/p\u003e\n\u003ch3\u003eScalability\u003c/h3\u003e\n\u003cp\u003eNon-asset-based 3PLs can often scale up quickly by tapping into their network. Asset-based 3PLs might be limited by their physical resources.\u003c/p\u003e\n\u003ch3\u003eExpertise\u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs usually specialize in specific industries or regions where they have facilities. Non-asset-based 3PLs might offer a wider range of services across different areas.\u003c/p\u003e\n\u003ch3\u003eTechnology\u003c/h3\u003e\n\u003cp\u003eNon-asset-based 3PLs often focus more on tech solutions, while asset-based 3PLs might prioritize their physical infrastructure.\u003c/p\u003e\n\u003ch3\u003eCustomization \u003c/h3\u003e\n\u003cp\u003eAsset-based 3PLs can sometimes offer more tailored solutions, since they control their assets. Non-asset-based 3PLs might have less room for customization.\u003c/p\u003e\n\u003cp\u003eThere’'s no one-size-fits-all answer. The best choice depends on your brand’'s specific needs and goals. It’'s smart to talk to both types of 3PLs and compare how well they match your requirements before making a decision.\u003c/p\u003e\n\u003ch2 id=\"8\"\u003eWhat services does a 3PL provide?\u003c/h2\u003e\n\u003cp\u003eHere are the most important services to look for when engaging the services of a 3PL:\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eWarehouse and inventory management\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eA 3PL should provide inventory warehousing, as well as \u003ca href=\"/enterprise/inventory-management-system\"\u003einventory management solutions and software to manage it\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eBased on where most of your customers reside, it’s helpful to know where a 3PL’s warehouses are located. This can keep your merchandise within shipping zones, allowing you to provide same-day or two-day shipping.\u003c/p\u003e\n\u003cp\u003eA good 3PL will also relocate your inventory based on where orders are coming from. It will ship goods closer to your buyers to ensure they’re always available in the closest warehouse possible.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eOrder management and fulfillment\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eA 3PL should have a \u003ca href=\"/enterprise/order-management-system-oms\"\u003erobust order management system (OMS)\u003c/a\u003e to track stock levels across warehouses and to get the products into your customers’ hands, fast. This will be integrated with your own software, so that you’re able to maintain management of your shipping and fulfillment.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eShipping coordination\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003e3PLs either work with established carriers or have their own fleet \u003ca href=\"/blog/shipping-and-fulfillment\"\u003efor shipping and fulfilling orders\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eMost are adept at fulfilling shipping promises (such as two-day shipping), \u003ca href=\"/enterprise/ecommerce-fulfillment-free-shipping\"\u003ewhich has been proven to drive conversions at checkout\u003c/a\u003e.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eOrder tracking\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eA 3PL will send order confirmation to customers, as well as confirmation of shipping and delivery.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eReverse logistics and returns\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eIt’s not enough to simply ship orders out. A full-service 3PL will also manage your \u003ca href=\"/enterprise/reverse-logistics\"\u003ereturn and exchange processes\u003c/a\u003e, as well as the customer service that goes along with that.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eInternational logistics\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eFinally, if you’re scaling internationally, choose a 3PL with locations in multiple countries, which can help to reduce cross-border shipping and tax complexities.\u003c/p\u003e\n\u003ch2 id=\"9\"\u003eHow to choose a 3PL provider\u003c/h2\u003e\n\u003cp\u003eSelecting a third-party logistics service is likely one of the biggest decisions you’ll make as you scale your \u003ca href=\"/enterprise/blog/international-ecommerce-strategy\"\u003einternational ecommerce\u003c/a\u003e business. You’re putting trust in the provider you select to take care of your brand and deliver the customer experience you envision.\u003c/p\u003e\n\u003cp\u003eThe right partner can make or break your company’s logistics, customer service, and repeat purchase rate. Trusting someone with sales, inventory, and other sensitive information is a significant risk.\u003c/p\u003e\n\u003cp\u003eChoosing the right partner is a balance between quantitative data and relationship building.\u003c/p\u003e\n\u003cp\u003eWe asked a merchant success lead at Shopify Fulfillment Network what they would recommend when it comes to choosing a 3PL. Their top piece of advice? Don’t choose a 3PL based on where you are today, but rather where your business is going to be one to three years from now.\u003c/p\u003e\n\u003cp\u003e“Changing fulfillment providers can be strategically difficult and disruptive to your business, even when executed via the smoothest transition plan,” they said.\u003c/p\u003e\n\u003cp\u003e“It’'s best to pick a long-term partner and to anchor yourself to the one to three things that elevated that partner amongst the rest. Commerce and fulfillment will evolve over time, and by selecting a partner for the long term and establishing trust, you can benefit from their insight and suggestions into how to evolve your business along with the industry’s changing landscape.”\u003c/p\u003e\n\u003cp\u003eLikewise, choose a 3PL that is also looking for a long-term partnership, such as one that’s able to advise you on how to maximize sales, \u003ca href=\"/enterprise/blog/cost-reduction\"\u003ereduce costs\u003c/a\u003e, and optimize your supply chain operations.\u003c/p\u003e\n\u003ch3\u003eEvaluate their logistics operations\u003c/h3\u003e\n\u003cp\u003eThe advantage of using a 3PL is you can lean into a partner’s existing setup to store, pack, pick, and ship orders. Evaluate how efficient that process is and whether they’re equipped to handle a rise in inventory as your own business scales.\u003c/p\u003e\n\u003cp\u003eAsk the following questions:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow many warehouses do you operate?\u003c/li\u003e\n\u003cli\u003eDo you have locations in my high-volume areas?\u003c/li\u003e\n\u003cli\u003eHave you worked with companies in our industry? What vertical do you specialize in?\u003c/li\u003e\n\u003cli\u003eHow many orders do you ship each month (in the following categories: B2C, B2B, domestic, and international)?\u003c/li\u003e\n\u003cli\u003eWhat is your maximum capacity?\u003c/li\u003e\n\u003cli\u003eHas your capacity grown over time?\u003c/li\u003e\n\u003cli\u003eDo you handle reverse logistics?\u003c/li\u003e\n\u003cli\u003eHow do you execute next-day orders?\u003c/li\u003e\n\u003cli\u003eHow do you handle unexpected spikes in order volume?\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eAsk about the costs\u003c/h3\u003e\n\u003cp\u003eThere are steep set-up fees when partnering with a new 3PL, but as time goes on, you’ll likely save money on fewer overheads and labor costs. Calculate the potential savings by asking for a list of costs—and what that quote includes—before deciding on a partner. Ask:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eWhat are your hours of operations (including weekends and holidays)?\u003c/li\u003e\n\u003cli\u003eHow many shipments from your factory do you receive on a quarterly basis?\u003c/li\u003e\n\u003cli\u003eDo you provide custom packing slips and gift messages or gift cards?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“Look out for the quoted price and understand that it often won’t include value add-ons like marketing inserts, gift wrapping, and special packaging,” says Charles Michael, manager of strategic partnerships at \u003ca href=\"https://www.stitchlabs.com/\"\u003eStitch Labs\u003c/a\u003e. “If you feel like you’re getting too good a deal, you probably haven’t asked all the right questions.”\u003c/p\u003e\n\u003cp\u003eYou might have better shipping rates than the warehouse you’re evaluating. If so, ensure your warehouse partner will accept them. Conversely, larger warehouse networks often can use their heft to negotiate deeper discounts than lone businesses.\u003c/p\u003e\n\u003ch3\u003eSet reporting and communication expectations\u003c/h3\u003e\n\u003cp\u003eWhen working with a new 3PL, it’s crucial things switch over seamlessly. Monitor your customer support channels and social media for shipping-related complaints from customers. Also inquire about whether your 3PL options offer some form of reporting to help you keep track of things like timeliness of deliveries, order and delivery accuracy, and shipping-related damages.\u003c/p\u003e\n\u003cp\u003eSet expectations for that communication. How do they communicate about the following:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eNew orders\u003c/li\u003e\n\u003cli\u003eShipping notices\u003c/li\u003e\n\u003cli\u003eReturns\u003c/li\u003e\n\u003cli\u003eInventory counts\u003c/li\u003e\n\u003cli\u003eIncoming purchase orders\u003c/li\u003e\n\u003cli\u003eReceiving stock\u003c/li\u003e\n\u003cli\u003eAdjustment notifications\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eDetermine delivery service levels\u003c/h3\u003e\n\u003cp\u003eSweat the contract details before you commit to working with a new 3PL provider. Asking the following questions upfront prevents you from entering a contract with an untrustworthy logistics provider:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow do they compensate for delays?\u003c/li\u003e\n\u003cli\u003eDo they have an enforceable non-disclosure agreement?\u003c/li\u003e\n\u003cli\u003eDo they have strong customer references?\u003c/li\u003e\n\u003cli\u003eDo they have at least a two-year track record of financial stability, and are they willing to share financial statements with you?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eDecide whether you prefer a refund or credit if shipments aren’t fulfilled on time. Be sure you know whether you’ll be credited for broken or lost items—understand the service-level guarantees offered to gauge your liabilities.\u003c/p\u003e\n\u003cp\u003eAlso, think about whether you want packages fully insured while in storage and during delivery and return. Be precise when negotiating. For instance, you may only want to insure items up to $100 or beyond. Understand if what you’re getting is insurance or simply a carrier-included liability.\u003c/p\u003e\n\u003ch3\u003eCheck for integrations\u003c/h3\u003e\n\u003cp\u003eGot your shortlist of 3PL providers? The final measure is to confirm the 3PL integrates with your existing inventory management system, order management system, \u003ca href=\"/enterprise/order-management-system-oms\"\u003eorder processing software\u003c/a\u003e, and/or warehouse management solution.\u003c/p\u003e\n\u003cp\u003eSynchronizing systems ensure orders are automatically fulfilled and shipped while simultaneously updating inventory levels.\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow easy is your standalone platform to use?\u003c/li\u003e\n\u003cli\u003eDo you integrate directly with your Shopify store through an API or an approved app?\u003c/li\u003e\n\u003cli\u003eDo you have a standalone platform you can integrate with through an EDI or via FTP file transfers?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSome 3PLs integrate with Shopify directly to make changes on your behalf—like marking orders as fulfilled, processing refunds, or tracking stock. Your order management system becomes the single source of truth, regardless of whether you’re posting orders from your own warehouses or using a 3PL.\u003c/p\u003e\n\u003cp\u003eLooking for more advice on how to find the right 3PL partner? \u003ca href=\"/plus/guides/3pl-third-party-logistics\"\u003eDownload The Third-Party Logistics Checklist,\u003c/a\u003e which includes 45 key questions to ask prospective partners, along with advice from experts in the field.\u003c/p\u003e\n\u003ch2 id=\"10\"\u003eThe Shopify Fulfillment Network\u003c/h2\u003e\n\u003cp\u003eShopify Fulfillment Network (SFN) offers a powerful solution for businesses looking to streamline their \u003ca href=\"/enterprise/blog/ecommerce-logistics-at-scale\"\u003eecommerce logistics\u003c/a\u003e and scale operations. By partnering with Flexport, a trusted logistics provider, SFN brings advanced technology and efficiency to your fulfillment process.\u003c/p\u003e\n\u003cp\u003eHere’'s what makes SFN stand out:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eFast nationwide delivery:\u003c/strong\u003e Two- and three-day shipping across the US.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eData-driven network planning: \u003c/strong\u003eStrategic product placement based on demand.\u003c/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eSimplified inventory management: \u003c/strong\u003eSend to one location, let Flexport handle distribution.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSFN’'s integration with your Shopify store is seamless. You can monitor everything from fulfillment to inventory levels directly from your Shopify admin. \u003c/p\u003e\n\u003cp\u003eAs your business grows and evolves, you can easily adapt your fulfillment strategy. Choose delivery services that fit your current needs and adjust as necessary. Plus, SFN’'s pricing is competitive and transparent, ensuring you pay only for what your business requires.\u003c/p\u003e\n\u003cp\u003eBy leveraging Flexport’'s logistics expertise and Shopify’'s ecommerce know-how, SFN positions your brand for scalable, sustainable growth. The use of advanced technologies like machine learning means more efficient operations, lower costs, and happier customers.\u003c/p\u003e\n\u003ch2\u003ePartnering with a 3PL can change your business for the better\u003c/h2\u003e\n\u003cp\u003eWhether you’re partnering with a 3PL for the first time or decreasing the reliance you already have on one, the process is tough. Ecommerce brands can’t control the destiny of each of their business partners. But you can control the due diligence you conduct before selecting a 3PL.\u003c/p\u003e\n\u003cp\u003eBe thorough in your appraisal of potential partners. The right third-party logistics companies can change your business for the better—not just by taking the headache out of storing and delivering orders, but in the speedy delivery times you promise to customers.\u003c/p\u003e\n\u003cp\u003eThe Shopify Fulfillment Network can help high-volume businesses fulfill quickly and affordably.\u003c/p\u003e\n\u003cp\u003eLearn more about the \u003ca href=\"/plus/solutions/shipping\"\u003eShopify Shipping and Fulfillment\u003c/a\u003e solution.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"11\"\u003e3PL FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is 3PL vs. 4PL?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA third-party logistics company (3PL) handles outsourced logistics operations like warehousing and shipping for businesses. A fourth-party logistics provider (4PL) manages the entire supply chain, including overseeing 3PLs and other service providers, offering a more comprehensive solution.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the difference between 3PL and dropshipping?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003e3PL involves outsourcing logistics operations to a third party, while dropshipping is a retail model where the seller doesn’'t keep products in stock. In dropshipping, the retailer transfers customer orders directly to the manufacturer or wholesaler, who then ships the product to the customer.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a 3PL relationship?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA 3PL relationship is a relationship between a brand and a separate company that fulfills (prepares and delivers) customer orders on their behalf. Some 3PL relationships are embedded, meaning the 3PL partners with the brand and their supply chain more closely to avoid failures.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat industries use 3PL the most?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eDHL is the leading third-party logistics provider in the world, and the top industries it serves include retail, technology, auto, manufacturing, energy, health care, chemicals, and the public sector.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the difference between a 3PL and a broker?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eA 3PL provides a variety of transportation and logistics services to brands, while freight brokers act as an intermediary between brands and drivers. Freight brokers are different from 3PLs in that they’re specifically dedicated to matching up brands with drivers or carriers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you manage a 3PL?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eTo manage a 3PL provider, start by setting clear expectations. Then, establish a single point of contact who has experience with your supply chain and has the authority to make decisions. Next, set up recurring reviews where you can evaluate whether your 3PL is meeting expectations.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow can I monitor my 3PL performance?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eMost 3PLs provide some form of reporting to help you keep track of things like timeliness of deliveries, order and delivery accuracy, and shipping-related damages. You can also monitor your customer support channels and social media for shipping-related complaints from customers.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is the reason for using 3PL services?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eBrands use 3PL services when they can no longer handle storing, preparing, and delivering orders on their own. If you’re finding that your business has grown to the point that you no longer have the bandwidth to handle fulfillment, it may be time to hire a 3PL.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"3PL involves outsourcing logistics and supply chain management functions to external service providers. Learn how to choose your 3PL partner in this guide.","excerptHtml":"\u003cp\u003e3PL involves outsourcing logistics and supply chain management functions to external service providers. Learn how to choose your 3PL partner in this guide.\u003c/p\u003e","seo":{"__typename":"SEO","title":"What Is a 3PL? How To Choose a Provider in 2024","description":"3PL involves outsourcing logistics and supply chain management functions to external service providers. Learn how to choose your 3PL partner in this guide."},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756283960","handle":"elise-dopson","field":{"__typename":"MetaobjectField","value":"Elise Dopson"}}},{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756546104","handle":"jessica-lockhart","field":{"__typename":"MetaobjectField","value":"Jessica Wynne Lockhart"}}}]},"value":[{"name":"Elise Dopson","slug":"elise-dopson"},{"name":"Jessica Wynne Lockhart","slug":"jessica-lockhart"}],"key":"authors"}],"topicHandle":"ecommerce-operations-logistics"},{"__typename":"Article","id":"gid://shopify/Article/558649278520","handle":"ecommerce-returns","title":"Ecommerce Returns: Expert Guide to Best Practices (2024)","publishedAt":"6 Sept 2023","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/4Ypod67i41zZM3RxW3DGJB_ff8a67ff-704b-44c5-b8f5-27f7139ce094.jpg?v=1719388701","altText":"returrates","width":3840,"height":2160},"tags":["Ecommerce Operations Logistics"],"contentHtml":"\u003cp\u003eEcommerce returns can be a disease—aggressively attacking profit margins, gutting conversion rates, and ultimately threatening your business. \u003c/p\u003e\n\u003cp\u003eCollectively, consumers returned products worth a staggering $743 billion in 2023—around 14.5% of total retail sales. The National Retail Federation estimates that these returns resulted in \u003ca href=\"https://nrf.com/research/customer-returns-retail-industry\"\u003e$400 billion\u003c/a\u003e in lost sales for U.S. retailers.\u003c/p\u003e\n\u003cp\u003eIt paints a bleak portrait, especially for online retailers. But the real cost driver is this: Many customers buy with an explicit plan to immediately return some or all of their items.\u003c/p\u003e\n\u003cp\u003eIn response, businesses are adding workers, increasing warehouse space, and establishing separate departments to handle \u003ca href=\"/enterprise/reverse-logistics\"\u003ereverse logistics\u003c/a\u003e. Returns are the new normal and are central to the customer experience. But they don’t have to be a plague.\u003c/p\u003e\n\u003cp\u003eIn fact, how you deal with \u003ca href=\"/blog/ecommerce-business-blueprint\"\u003eecommerce store\u003c/a\u003e returns—before and after purchase—can differentiate your brand, create a competitive advantage, and even make you more profitable.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is a return policy in ecommerce?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eWhat is the average return rate for ecommerce?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eThe state of ecommerce returns\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eHow to manage ecommerce returns \u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eBest software for handling ecommerce returns\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eEcommerce returns best practices\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eEcommerce returns FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is a return policy in ecommerce?\u003c/h2\u003e\n\u003cp\u003eA return occurs when a customer sends back something they bought online. It can happen for a variety of reasons, like dissatisfaction with the product, getting the wrong thing, or being damaged. It usually involves the customer requesting a return, shipping the item back, and then getting a refund or exchange.\u003c/p\u003e\n\u003cp\u003eA \u003ca href=\"/blog/return-policy\"\u003ereturn policy\u003c/a\u003e is a written set of rules that state what a store allows in terms of accepting returns. For example, \u003ca href=\"https://www.wayfair.com/help/article/return_policy\"\u003eWayfair’s return policy\u003c/a\u003e is as follows:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eReturns can be made within 30 days of purchase\u003c/li\u003e\n\u003cli\u003eThe product must be undamaged, disassembled, and in its original packaging\u003c/li\u003e\n\u003cli\u003eHowever, Wayfair also lists out items that are non-returnable no matter what\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eHaving a return policy can help protect your business from too many returns, especially if products are used or damaged.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eWhat is the average return rate for ecommerce?\u003c/h2\u003e\n\u003cp\u003eThe average return rate for ecommerce was \u003ca href=\"https://nrf.com/research/2023-consumer-returns-retail-industry\"\u003e17.6%\u003c/a\u003e in 2023. This means that for every 100 products sold, nearly 18 are returned. Factors contributing to a high return rate can include customer dissatisfaction, incorrect sizing, or the product not matching its online description.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eThe state of ecommerce returns\u003c/h2\u003e\n\u003cp\u003eUnderstanding what the state of ecommerce returns looked like in 2023 helps you get a grasp on what to expect in 2024. Keep this data in mind so you can plan for your upcoming returns.\u003c/p\u003e\n\u003ch3\u003eEcommerce return rates by industry\u003c/h3\u003e\n\u003cp\u003eEcommerce returns happen across all industries. It’s become a necessary evil for retailers. \u003c/p\u003e\n\u003cp\u003eHowever, we are seeing a large difference in returns via online purchases versus in-store purchases. The average retail return rate overall was \u003ca href=\"https://cdn.nrf.com/sites/default/files/2024-01/2023%20Consumer%20Returns%20in%20the%20Retail%20Industry.pdf\"\u003e14.5% in 2023\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe average return rate just for online purchases is higher, though, at 17.6%, and the average return rate for brick-and-mortar stores is 10.02%. We also have to consider BORIS, or buy-online-return-in-store, returns. When counting those numbers, the in-store return rate jumps to 13.3%.\u003c/p\u003e\n\u003cp\u003eIn addition, the \u003ca href=\"https://nrf.com/research/2023-consumer-returns-retail-industry\"\u003eNational Retail Federation reports\u003c/a\u003e that for every $1 billion in sales, the average retailer incurs $145 million in merchandise returns. Plus, the expectation of fraud, even when a receipt is present, sits at 13.7%, a small decrease from 2022’s reported 14%. \u003c/p\u003e\n\u003cp\u003eThe ecommerce categories that \u003ca href=\"https://www.statista.com/forecasts/997235/most-returned-online-purchases-by-category-in-the-us\"\u003eexperience the most returns\u003c/a\u003e are:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eClothing (25%)\u003c/li\u003e\n\u003cli\u003eVags, accessories, and shoes (18%) \u003c/li\u003e\n\u003cli\u003eFood and beverages (13%)\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eWhy do people return items?\u003c/h3\u003e\n\u003cp\u003eWhen asked why they returned items, \u003ca href=\"https://www.dealnews.com/features/retail-returns-2023.html\"\u003eDealNews found\u003c/a\u003e that 65% of online shoppers said the item didn’t fit. Other reasons include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eItem was damaged or defective (56%)\u003c/li\u003e\n\u003cli\u003eDidn’t like the item (44%)\u003c/li\u003e\n\u003cli\u003eItem didn’t match the description (31%)\u003c/li\u003e\n\u003cli\u003eFound a better price somewhere else (13%)\u003c/li\u003e\n\u003cli\u003eNo longer needed the item (12%)\u003c/li\u003e\n\u003cli\u003eBuyer’s remorse (11%)\u003c/li\u003e\n\u003cli\u003eOrdered the wrong item (11%)\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eEcommerce returns and the holiday season\u003c/h3\u003e\n\u003cp\u003eUnsurprisingly, the number of returns mirrors peak ecommerce sales periods. The holiday season, for example, is the most popular time of year for online shopping. In 2023, holiday online sales were estimated to reach \u003ca href=\"https://cdn.nrf.com/sites/default/files/2024-01/2023%20Consumer%20Returns%20in%20the%20Retail%20Industry.pdf\"\u003enearly $1 trillion\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eHoliday return rates sat around 15.4%, a decrease from the 17.9% average we’ve seen in years past. Whether it’s gifts a friend doesn’t like or trying to reclaim some money they spent in a holiday-inspired splurge, it’s why ecommerce brands receive the most returns throughout December, January, and February.\u003c/p\u003e\n\u003ch3\u003eThe impact of returns on customer loyalty \u003c/h3\u003e\n\u003cp\u003eWhen people do decide to return their online purchases, most retailers opt to refund the purchase price to a customer post-return. Some offer exchanges; others give a gift card to redeem on a future purchase.\u003c/p\u003e\n\u003cp\u003eRegardless of which refund type a retailer is offering, there are strong customer expectations to compete with. But put a foot wrong in this return experience and you’ll add a hurdle in your mission toward getting repeat customers. \u003c/p\u003e\n\u003cp\u003eGet the returns experience right and customers will return to buy again. You’ll make future purchase decisions easier and increase customer lifetime value. \u003c/p\u003e\n\u003ch2 id=\"4\"\u003eHow to manage ecommerce returns\u003c/h2\u003e\n\u003cp\u003eHaving a clear cut process to manage returns can make them less costly to your business. Keep these options in mind to help you build a better, more efficient process.\u003c/p\u003e\n\u003ch3\u003ePost the item back to your warehouse\u003c/h3\u003e\n\u003cp\u003eThis is the most popular returns process for \u003ca href=\"/blog/what-is-ecommerce\"\u003eecommerce\u003c/a\u003e-only brands that don’t also have a brick-and-mortar store. When a customer wants to return an item they’ve bought online, they post it back to your warehouse or fulfillment center. From there, the merchandising department inspects the product and confirms it’s eligible for a refund.\u003c/p\u003e\n\u003cp\u003eRetailers can save time on manual returns with return management apps. They speed up the process, give customers a status of their return, and update your \u003ca href=\"/enterprise/warehouse-management-system\"\u003einventory management system\u003c/a\u003e automatically (more on that later).\u003c/p\u003e\n\u003ch3\u003eReturn items to store\u003c/h3\u003e\n\u003cp\u003eIf you have a retail store, consider allowing ecommerce customers to visit it to return their items. This is the BORIS process we mentioned earlier. The returned goods can then be inspected and put back on the shelf for future customers.\u003c/p\u003e\n\u003cp\u003eNot only are store returns more convenient, but enticing customers to enter a store could prevent future returns. If a customer is returning a t-shirt that doesn’t fit, for example, they’ll have the opportunity to try on other sizes during their visit. That gives them more confidence in future purchase decisions—both online and offline—because they know their size.\u003c/p\u003e\n\u003ch3\u003eOutsource reverse logistics\u003c/h3\u003e\n\u003cp\u003eReturns management is a lengthy process. But it’s one you don’t have to handle in-house. \u003ca href=\"/enterprise/third-party-logistics-3pl\"\u003eThird-party logistics\u003c/a\u003e (3PL) partners handle the entire order fulfillment process—including returns. A provider offering \u003ca href=\"/enterprise/reverse-logistics\"\u003ereverse logistics\u003c/a\u003e stores a retailer’s inventory in a third-party warehouse. \u003c/p\u003e\n\u003cp\u003eWhen customers return an item the 3PL has previously shipped, it arrives back at their warehouse. Their team inspects the item and processes a refund. The approved returned item is then put back on the shelf to be picked for another order.\u003c/p\u003e\n\u003ccenter\u003e\u003ciframe title=\"YouTube video player\" src=\"https://www.youtube.com/embed/79Cey26VEao?si=feSnoMYr95TfcKCm\" height=\"315\" width=\"560\" allowfullscreen=\"\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/center\u003e\n\u003ch2 id=\"5\"\u003eBest software for handling ecommerce returns\u003c/h2\u003e\n\u003cp\u003eBrands can handle ecommerce returns by using one of the many \u003ca href=\"/enterprise/increase-conversion-aov-and-repeat-purchase-with-shipping-and-returns-apps\"\u003ereturns and exchange apps\u003c/a\u003e available in the Shopify App Store. These apps track and fulfill orders, get your products out the door, and protect your business from risky transactions.\u003c/p\u003e\n\u003cp\u003eAcross all Shopify businesses, 65% of refunds are performed manually, the remaining 35% via apps. Here are five of the most popular.\u003c/p\u003e\n\u003ch3\u003eHappy Returns\u003c/h3\u003e\n\u003cimg style=\"float: none;\" alt=\"Screenshot of Happy Returns screen on Shopify App Store\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/happyreturns.png?v=1715846202\"\u003e\n\u003cp\u003e\u003ca href=\"https://happyreturns.com/\"\u003eHappy Returns\u003c/a\u003e is an ecommerce returns management software used by retailers like Rothy’s, Everlane, and Andie. Sanaz Hajizadeh, Happy Returns’ director of product management, says, “Happy Returns offers box-free returns for online merchants through a combination of software and \u003ca href=\"/enterprise/reverse-logistics\"\u003ereverse logistics\u003c/a\u003e—pioneering in-person, aggregated returns that can help dramatically \u003ca href=\"/enterprise/ecommerce-shipping\"\u003ereduce shipping costs\u003c/a\u003e and the impact on the planet.\u003c/p\u003e\n\u003cp\u003e“Happy Returns covers all aspects of post-purchase: from tracking orders as they are fulfilled to providing flexible return options for merchants, no matter where their warehouse and shoppers are located.”\u003c/p\u003e\n\u003cp\u003eIn addition to its returns software, Happy Returns also provides online buy-and-return, in-store, and mail-return services for hundreds of leading merchants. It maintains a network of more than 2,600 Return Bar locations where online shoppers can drop off their returns in person. \u003c/p\u003e\n\u003cp\u003e“Every merchant should focus on selling and increasing revenue,” says Sanaz. “By using tools that automate the post-purchase process, they can reduce operational headaches. Of course, merchants can use one tool for each task, but combining them in one powerful tool makes it easier to gather data, manage their return policy, and keep everything seamless and on-brand.”\u003c/p\u003e\n\u003cp\u003e💡\u003ca href=\"https://apps.shopify.com/happyreturns\"\u003e\u003cstrong\u003eGet Happy Returns on the Shopify App Store\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eLoop\u003c/h3\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Screenshot from Loop Returns Shopify App Store profile\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/loopreturns.png?v=1715846202\"\u003e\n\u003cp\u003e\u003ca href=\"https://www.loopreturns.com/\"\u003eLoop\u003c/a\u003e is another customer returns management tool for Shopify sites. Customers submitting a return are incentivized to exchange the item, rather than return it. They can exchange an item for another size or color in one click.\u003c/p\u003e\n\u003cp\u003eShould a customer still want a refund for their purchase, Loop helps retailers streamline their returns process. It uses data from a returns form and your returns policy to automatically approve or deny requests. \u003c/p\u003e\n\u003cp\u003e\"We like Loop because it is incredibly user-friendly, so it’s super easy for customers to return items,” says Lanai Moliterno, founder of \u003ca href=\"https://livesozy.com/\"\u003eSozy\u003c/a\u003e. “We like this because it makes us look good and lets the customer leave with a positive experience. Because of the way that it’s set up, it makes it easy to swap out returns for other products in our shop, which helps keep the customer and the money.” \u003c/p\u003e\n\u003cp\u003e💡\u003ca href=\"https://apps.shopify.com/loop-returns\"\u003e\u003cstrong\u003eGet Loop on the Shopify App Store\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eAfterShip\u003c/h3\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Screenshot of Aftership Returns dashboard\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/aftershipreturns.png?v=1715846202\"\u003e\n\u003cp\u003e\u003ca href=\"https://www.aftership.com/\"\u003eAfterShip\u003c/a\u003e has its own Shopify app to assist with any post-purchase needs, including returns. Its main goal is to help businesses improve post-purchase retention, offering features such as tracking, returns, warranties, and more.\u003c/p\u003e\n\u003cp\u003eShopify merchants interested in using AfterShip can access it in the Shopify app store. While customers can take advantage of a number of great features, the returns management software offers a 50% reduction in returns processing time and a 50% increase in revenue retention by offering exchanges.\u003c/p\u003e\n\u003cp\u003e💡\u003ca href=\"https://apps.shopify.com/returns-center-by-aftership\"\u003e\u003cstrong\u003eGet AfterShip on the Shopify App Store\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eReturnLogic\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.returnlogic.com/\"\u003eReturnLogic\u003c/a\u003e is another returns management software that could be a great option for your ecommerce business. With automation tools to help make the process more efficient, ReturnLogic’s software has proven results, like a 30% decrease in returns and 15 minute decrease in return processing time.\u003c/p\u003e\n\u003cp\u003eReturnLogic also has a returns management tool specific to Shopify businesses, enabling our customers to set up a seamless return policy that makes their customers happy.\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eEcommerce returns best practices\u003c/h2\u003e\n\u003cp\u003eNow we know the process for handling ecommerce returns and the options available to you, there are still things you can do to reduce the number of returns you’re handling. (That’s the end goal, after all. Fewer returns mean happier customers and more revenue.)\u003c/p\u003e\n\u003cp\u003eHere are six ecommerce returns best practices to boost efficiency and cut costs.\u003c/p\u003e\n\u003ch3\u003eCreate a comprehensive return policy\u003c/h3\u003e\n\u003cp\u003eOne way to make returns easier for your customers is by creating a comprehensive return policy that is easy to find. Your return policy should include information like:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eHow long customers have to make a return\u003c/li\u003e\n\u003cli\u003eThe condition items must be in\u003c/li\u003e\n\u003cli\u003eHow and where customers can make a return\u003c/li\u003e\n\u003cli\u003eItems that can be returned vs. exchanged\u003c/li\u003e\n\u003cli\u003eWhat items can be exchanged for (full refund, store credit, etc.)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eUtilize our \u003ca href=\"/blog/return-policy\"\u003ereturn policy template\u003c/a\u003e to get started writing your own return policy. Make sure you link your return policy in the footer of your website as well as in prominent areas during the checkout process so that your customers can easily find it.\u003c/p\u003e\n\u003cimg class=\"block block--bordered\" style=\"float: none;\" alt=\"Rothy’s highlights its returns policy on each product page to increase conversions and prevent returns.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/rothyshighlights.png?v=1715846202\"\u003e\n\u003cp\u003eFor example, \u003ca href=\"https://rothys.com/\"\u003eRothy’s\u003c/a\u003e highlights its return policy on each product page to increase conversions and prevent returns.\u003c/p\u003e\n\u003ch3\u003eMake product information accurate and easy to find \u003c/h3\u003e\n\u003cp\u003eIt's standard practice to check that all public-facing content—including product descriptions—is accurate and detailed. If the product arrives differently than expected, there's a high chance it'll be returned.\u003c/p\u003e\n\u003cp\u003eTo reduce returns and \u003ca href=\"/blog/120261189-conversion-rate-optimization\"\u003eimprove conversions\u003c/a\u003e, make sure the following information is included on every product page across your \u003ca href=\"https://www.shopify.com/tour/ecommerce-website\"\u003eecommerce site\u003c/a\u003e:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eProduct weight and dimensions\u003c/li\u003e\n\u003cli\u003eMaterials used to make the product \u003c/li\u003e\n\u003cli\u003eSize guides, including the size a model is wearing (if appropriate)\u003c/li\u003e\n\u003cli\u003eYour return policy\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eTake \u003ca href=\"https://supplementwarehouse.com/\"\u003eSupplement Warehouse\u003c/a\u003e, for example. It ships 300 supplement packages daily through its warehouse, all of which are ordered through its ecommerce store. Its former marketing manager, Brian Anderson, explains that most people return their items because customers didn’t notice that their product contained a specific ingredient.\u003c/p\u003e\n\u003cp\u003e“Because we sell vitamins and supplements, many people order the product and wait until they have it in hand to review all of the ingredients,” says Brian. “Some are allergic, or their doctor tells them not to take it, so they end up returning it. We have made sure that all product labels are large and visible on product pages. This makes it easier for potential customers to read the label before they purchase.\"\u003c/p\u003e\n\u003cp\u003eAutomation helps solve most of these issues. Use plug-ins like \u003ca href=\"https://apps.shopify.com/low-stock-alert\"\u003eLow Stock Alert\u003c/a\u003e to see when items are running low. This prevents you from selling an item that isn’t available—and shipping the wrong item in its place.\u003c/p\u003e\n\u003cp\u003eAccording to Josh Wayne, VP of commerce products at \u003ca href=\"https://www.truecommerce.com/\"\u003eTrueCommerce\u003c/a\u003e, “A lot of brands try to manage all their product information manually, and with ecommerce channels growing so rapidly, it’s just not feasible to avoid mistakes that way.\u003c/p\u003e\n\u003cp\u003e“What ends up happening is, a customer orders a product, and when it arrives, it’s the wrong color or size or compatibility, because there was incorrect or missing information online. It’s an immediate return, and can also result in low ratings and reviews, which impact future sales,” Wayne adds. \u003c/p\u003e\n\u003ch3\u003eUse 3D/AR on your ecommerce website\u003c/h3\u003e\n\u003cp\u003eShopping in-store naturally has some advantages over shopping online. Amongst the biggest is the ability to see, try on, and interact with products before a customer decides to buy them.\u003c/p\u003e\n\u003cp\u003eAugmented reality (AR) technology helps online shoppers experience the same thing. Retailers can use it to show what their products look like when they are tried on, in a customer's home, or next to an item they own for a size comparison.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"/plus/customers/gunner-kennels\"\u003eGunner Kennels\u003c/a\u003e, for example, uses augmented reality and 3D technology in its ecommerce store. It knew it would be difficult for customers to see the size of a dog crate and whether their pet would fit inside it—which would inevitably lead to returns. \u003c/p\u003e\n\u003cp\u003eWith the help of Shopify, Gunner Kennels developed 3D models of its crates. “With this technology, buyers can now use their device to place the crate right next to their dogs to confirm sizing, decreasing our return rate by 5%,” says Macey Benton, VP of marketing at Gunner Kennels. “We would like to use this feature on future products and other accessories moving forward.”\u003c/p\u003e\n\u003cp\u003eThe retailers’ investment in 3D and AR technology paid dividends: \u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eReturn rate reduced by 5%\u003c/li\u003e\n\u003cli\u003eCart conversion rate increased by 3%\u003c/li\u003e\n\u003cli\u003eOrder conversion rate increased by 40%\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e\u003cstrong\u003e📚Learn more:\u003c/strong\u003e\u003ca href=\"/enterprise/augmented-reality-ecommerce-shopping\"\u003eAugmented Reality in Ecommerce: How AR, VR, and 3D Are Changing Online Shopping\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003ePack and ship items securely\u003c/h3\u003e\n\u003cp\u003eIt's easy to think that once an item has left your warehouse, it's off your plate. The truth is that some items are returned because they arrived faulty or damaged. But you wouldn't ship them in that state. Something went wrong in transit. \u003c/p\u003e\n\u003cp\u003eGranted, your delivery carrier plays a big role in this. But there are steps you can take to minimize the chances of an item becoming broken or faulty through shipping—and therefore, being returned:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eInspect every item of clothing before it’s dispatched to a customer\u003c/li\u003e\n\u003cli\u003eUse protective material, such as bubble wrap, in a delicate package\u003c/li\u003e\n\u003cli\u003eAdd Fragile labels to parcels with easily breakable items inside (like glass)\u003c/li\u003e\n\u003cli\u003eUse the correct parcel size so items don’t jolt around in transit\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003eMake your return process sustainable \u003c/h3\u003e\n\u003cp\u003eMost companies’ return processes don’t meet sustainability standards. In fact, the transport of goods and people is among the top contributors to\u003ca href=\"https://ourworldindata.org/emissions-by-sector\"\u003e global carbon emissions\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003ePreventing the likelihood of returns help to reduce your ecommerce brand’s carbon footprint. The fewer packages that come your way, the less fuel and resources you use.\u003c/p\u003e\n\u003cp\u003eUnfortunately, you’ll still deal with returns. Make sure your ecommerce return policy is \u003ca href=\"/enterprise/sustainable-supply-chain\"\u003emore sustainable\u003c/a\u003e by ditching the prepackaged free-return labels in your parcels. Printing those labels—even for customers who don’t need them—is wasteful. Instead, ask customers to go online and print their own labels when needed.\u003c/p\u003e\n\u003ch3\u003eKeep customers informed about the status of their return\u003c/h3\u003e\n\u003cp\u003eFor ecommerce businesses, brand perception and reputation are everything. Just one tweet like this can influence another customer’s decision to purchase from you or a competitor:\u003c/p\u003e\n\u003cp\u003eThe most important question to ask when assessing your reverse logistics process is whether or not you’re designing and optimizing the experience for the customer or for your business—ideally, it’s a mix of both.\u003c/p\u003e\n\u003cp\u003eWhen in doubt, default to the customer. First, keep them up to speed on the returns process while in the flow, either by email or, preferably, via Facebook Messenger or SMS. If your OMS facilitates this, incredible. Second, get feedback and ratings on the returns process itself—that’s where you’ll find gold nuggets to set yourself apart from the competition.\u003c/p\u003e\n\u003cp\u003eFind a shipping carrier that supplies tracking information. Most offer tracking numbers for customers to see the location of their returned parcel. Once it arrives at your warehouse, send the customer an automated message to confirm you’ve got it. Give them an ETA on how long they should expect to wait for a refund.\u003c/p\u003e\n\u003ch3\u003eProtect your business against ecommerce return fraud \u003c/h3\u003e\n\u003cp\u003eFraudulent return requests cause the biggest losses for \u003ca href=\"https://www.statista.com/statistics/1297173/fraud-losses-online-merchants-us-type/\"\u003e15% of all retailers\u003c/a\u003e, which is why return fraud has become more of a priority for retailers.\u003c/p\u003e\n\u003cp\u003eIt’s crucial to separate the types of returners and track them automatically. A tool like \u003ca href=\"/plus/solutions/ecommerce-automation\"\u003eShopify Flow\u003c/a\u003e can help. Establish \u003ca href=\"/enterprise/ecommerce-automation-software-shopify-flow#9\"\u003erefund thresholds\u003c/a\u003e based on per-order dollar values or the number of returned items. Second, use that threshold to automatically:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eTag customers for identification and segmentation\u003c/li\u003e\n\u003cli\u003eNotify your customer service team via email or Slack to investigate\u003c/li\u003e\n\u003cli\u003eAdd those customers as a segment within an onsite personalization tool to exclude them from \u003ca href=\"/enterprise/ecommerce-fulfillment-free-shipping\"\u003efree shipping\u003c/a\u003e and/or full-refund offers\u003c/li\u003e\n\u003cli\u003eExclude them from free shipping at checkout by creating a \u003ca href=\"https://help.shopify.com/en/manual/apps/apps-by-shopify/script-editor/shopify-scripts#shipping-methods\"\u003eshipping script\u003c/a\u003e based on one or more of your customer tags\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eSome retailers—including \u003ca href=\"https://www.wsj.com/articles/banned-from-amazon-the-shoppers-who-make-too-many-returns-1526981401\"\u003eAmazon\u003c/a\u003e and \u003ca href=\"https://www.bbc.co.uk/news/business-47820387\"\u003eASOS\u003c/a\u003e—are reportedly updating their returns policy to blacklist serial returners. While extreme, such actions are often necessitated by the first type of habitual returner. \u003c/p\u003e\n\u003cp\u003eIf blacklisting customers isn’t an option for your ecommerce business, there are other things you can do to prevent return fraud:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eChoose a delivery carrier that supplies tracking numbers or proof of delivery. For example, a photo inside a customer’s open doorway.\u003c/li\u003e\n\u003cli\u003eSubstitute exchanges or store credit for cash refunds. There’s less incentive for someone to try and return a stolen item if they’re getting a like-for-like back. \u003c/li\u003e\n\u003cli\u003eOffer a longer exchange window than you do for a refund. This ensures your customer still has ample time to return but makes an exchange more likely.\u003c/li\u003e\n\u003cli\u003eDitch free return shipping to make it harder for fraudsters to push their luck with return fraud. \u003c/li\u003e\n\u003cli\u003eOnly process returns if the item comes with a receipt or proof of purchase. This prevents people from returning stolen merchandise or items purchased from another retailer. You’ll also see the exact amount they paid for the item to process a refund. \u003c/li\u003e\n\u003cli\u003eDon’t accept returned items of clothing without the original tag or protective seal. This prevents wardrobing: when a customer wears an item and returns it as if it were new.\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eEcommerce returns are inevitable, but manageable\u003c/h2\u003e\n\u003cp\u003eWith over \u003ca href=\"https://cdn.nrf.com/sites/default/files/2024-01/2023%20Consumer%20Returns%20in%20the%20Retail%20Industry.pdf\"\u003e17%\u003c/a\u003e of all online purchases eventually diverting back toward the retailer’s warehouse, ecommerce returns aren’t something you can ignore.\u003c/p\u003e\n\u003cp\u003eDo everything you can to prevent returns—from writing accurate product descriptions to picking and packing items securely.\u003c/p\u003e\n\u003cp\u003eRemember that a small number of returns is inevitable. When it happens, keep customers informed about the status of their return. Choose sustainable options. Prevent return fraud by offering online store credit instead of cash refunds. Consider outsourcing reverse logistics if it’s becoming too time-consuming to handle in-house. \u003c/p\u003e\n\u003cp\u003eThe returns process might be the final part in a first-time customer’s journey with you. But it’s still just as important as the first part.\u003c/p\u003e\n\u003cp\u003eLooking for a returns management platform that works seamlessly with your Shopify site? \u003ca href=\"https://www.shopify.ca/plus/partners/technology\"\u003e\u003cstrong\u003eCheck out our partners\u003c/strong\u003e\u003c/a\u003e.\u003c/p\u003e\n\u003cdiv class=\"clear\"\u003e\u003c/div\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\" style=\"text-align: left;\"\u003e\n\u003cdiv itemtype=\"https://schema.org/FAQPage\" itemscope=\"\"\u003e\n\u003ch2 id=\"7\"\u003eEcommerce returns FAQ\u003c/h2\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do I avoid returns on ecommerce?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eWhile you can never fully avoid ecommerce returns, there are a few tips to keep in mind to help minimize the number of returns you get:\u003cbr\u003e\n\u003cul\u003e\n\u003cli\u003eOffer 3D tours, AR try-ons, or videos to showcase every aspect of your products\u003c/li\u003e\n\u003cli\u003eProvide all relevant product information upfront\u003c/li\u003e\n\u003cli\u003ePack and ship your items securely so they always arrive intact\u003c/li\u003e\n\u003cli\u003eCharge for returns or for shipping returns\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow important are returns in ecommerce?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eEcommerce returns build trust and customer satisfaction. Customers will be more loyal and repeat customers if you have a flexible and hassle-free return policy. Meanwhile, a complicated or strict return policy might keep customers away.\u003c/div\u003e\n\u003cdiv itemprop=\"text\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat is a normal return rate for ecommerce?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eThe average ecommerce return rate is 17.6%.\u003c/div\u003e\n\u003cdiv itemprop=\"text\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow does an ecommerce return work?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eIn most cases, customers are given a specific time period to send back their returned items. Stores' return time limits range from 30 to 60 days.\u003c/div\u003e\n\u003cdiv itemprop=\"text\"\u003e\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemtype=\"https://schema.org/Question\" itemprop=\"mainEntity\" itemscope=\"\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do you calculate an ecommerce return rate?\u003c/h3\u003e\n\u003cdiv itemtype=\"https://schema.org/Answer\" itemprop=\"acceptedAnswer\" itemscope=\"\"\u003e\n\u003cdiv itemprop=\"text\"\u003eTo calculate an ecommerce return rate, divide the amount of items returned by the total number of items sold and multiply by 100.\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Ecommerce returns are inevitable, but manageable. Here’s how to reduce the number of returns you get—and provide A+ experiences to people who return items.","excerptHtml":"\u003cp\u003eEcommerce returns are inevitable, but manageable. Here’s how to reduce the number of returns you get—and provide A+ experiences to people who return items.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-09-06T12:00:00.000Z","key":"published_date"},{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756283960","handle":"elise-dopson","field":{"__typename":"MetaobjectField","value":"Elise Dopson"}}}]},"value":[{"name":"Elise Dopson","slug":"elise-dopson"}],"key":"authors"}],"modifiedAt":"6 Sept 2023","topicHandle":"ecommerce-operations-logistics"},{"__typename":"Article","id":"gid://shopify/Article/558648623160","handle":"global-ecommerce-statistics","title":"Global Ecommerce Statistics: Trends to Guide Your Store in 2025","publishedAt":"10 Sept 2024","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/global-ecommerce-statistics.png?v=1727100293","altText":"A transparent globe on a laptop in a monochrome blue setting, symbolizing global connectivity.","width":1848,"height":782},"tags":["Industry Insights and Trends","Unified Commerce"],"contentHtml":"\u003cp\u003eEcommerce is many things: cross-border commerce, borderless business, and international online retail. But more important than what it is, is what it isn’t. \u003c/p\u003e\n\u003cp\u003eEcommerce is not a luxury. It’s not one strategy among many. Becoming an online business is a necessity. Recent studies show that around \u003ca href=\"https://www.oberlo.com/statistics/how-many-people-shop-online\"\u003e2.71 billion consumers \u003c/a\u003ewill shop online in 2024.\u003c/p\u003e\n\u003cp\u003eUnfortunately, ecommerce is also fraught with questions: Where to invest? What countries present the best product-market fit? How do you attract non-local buyers? Which is most important: translation, currencies, payment options, or something else entirely?\u003c/p\u003e\n\u003cp\u003eThis guide will give you an inside look at \u003ca href=\"/enterprise/blog/global-commerce\"\u003eglobal ecommerce\u003c/a\u003e, with tips on how you can expand into the market.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents:\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat is global ecommerce?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eHow big is the ecommerce market?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003eTop global ecommerce statistics\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eGlobal ecommerce trends to watch\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eSet up your international ecommerce strategy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eGet a head start with Shopify Marketplace\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat is global ecommerce?\u003c/h2\u003e\n\u003cp\u003eGlobal ecommerce is the selling of products or services across geopolitical borders from a company’s country of origin, normally defined as its founding or incorporating location. Products or services are sold into non-native markets via online sales and marketing.\u003c/p\u003e\n\u003cp\u003eThe advantages of \u003ca href=\"/plus/solutions/international-ecommerce\"\u003einternational ecommerce\u003c/a\u003e are:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eEasier expansion into foreign markets\u003c/li\u003e\n\u003cli\u003eEasier-to-find product-market fit\u003c/li\u003e\n\u003cli\u003eShorter \u003ca href=\"/enterprise/b2b-sales\"\u003eB2B sales\u003c/a\u003e cycles\u003c/li\u003e\n\u003cli\u003eQuicker building of international presence\u003c/li\u003e\n\u003cli\u003eLower barriers to entry\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWorldwide, it is anticipated that B2B ecommerce will reach \u003ca href=\"https://www.trade.gov/ecommerce-sales-size-forecast\"\u003e$36 trillion by 2026\u003c/a\u003e. And B2C ecommerce will reach $5.5 trillion by 2027. \u003c/p\u003e\n\u003ch2 id=\"2\"\u003eHow big is the ecommerce market?\u003c/h2\u003e\n\u003cp\u003eThe global ecommerce market is expected to total \u003ca href=\"https://www.trade.gov/ecommerce-sales-size-forecast\"\u003e$4.8 trillion\u003c/a\u003e in 2025. That figure is estimated to grow over the next few years, showing that \u003ca href=\"/enterprise/blog/cross-border-ecommerce\"\u003eborderless ecommerce\u003c/a\u003e is becoming a profitable option for online retailers. By 2027, about \u003ca href=\"https://www.statista.com/statistics/534123/e-commerce-share-of-retail-sales-worldwide/\"\u003e23% of total retail\u003c/a\u003e sales will happen online. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/globalecommrev.png?v=1726004904\" alt=\"graph showing total ecommerce revenue redone by shopify\"\u003e\n\u003cfigcaption\u003e\n\u003cp\u003e\u003ca href=\"https://www.trade.gov/ecommerce-sales-size-forecast\"\u003e\u003cem\u003eInternational Trade Administration\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\n\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eCasey Armstrong, CMO at ecommerce fulfillment brand \u003ca href=\"https://www.shipbob.com/\"\u003eShipBob\u003c/a\u003e, adds, “While a lot of focus in ecommerce centers around the United States and Canada, there is a lot to learn from other large international players who are seeing an even more accelerated ecommerce growth rate.\u003c/p\u003e\n\u003cp\u003e“Merchants can shift where they sell based on this data and the demand for \u003ca href=\"/blog/what-is-ecommerce\"\u003eecommerce\u003c/a\u003e from these countries. At ShipBob, it’s why we have opened fulfillment centers in Canada and the UK and are about to open another in Australia.”\u003c/p\u003e\n\u003ch2 id=\"3\"\u003eTop global ecommerce statistics \u003c/h2\u003e\n\u003cp\u003eIf you’re running an online store, staying updated on the ecommerce industry is important for maximizing revenue. Below are the top statistics from around the world, so you can be more prepared for the year ahead.\u003c/p\u003e\n\u003ch3\u003e1. LATAM continues to adopt ecommerce in coming years. \u003c/h3\u003e\n\u003cp\u003eLatin America (including Peru, Brazil, Argentina, Chile, Colombia, and Mexico) will see a \u003ca href=\"https://americasmi.com/insights/latin-america-e-commerce-market-projections-2024/\"\u003e22% growth between 2023 and 2026\u003c/a\u003e—accumulating more than $700 billion in total combined online retail sales. There’s a \u003ca href=\"https://www.worldbank.org/en/news/feature/2012/11/13/crecimiento-clase-media-america-latina\"\u003egrowing middle class\u003c/a\u003e and increasing disposable income in LATAM. Ecommerce is one of many goods and services that are benefiting from this socioeconomic shift.\u003c/p\u003e\n\u003ch3\u003e2. The Philippines’ ecommerce market is the fasting growing in the world.\u003c/h3\u003e\n\u003cp\u003eThe Philippines’ \u003ca href=\"https://www.statista.com/statistics/266064/revenue-growth-in-e-commerce-for-selected-countries/\"\u003eecommerce market is the fastest-growing\u003c/a\u003e in the world, with a 24.1% growth in sales in 2023. The Philippines is on track to become an upper-middle-class\u003ca href=\"https://www.pna.gov.ph/articles/1205987\"\u003e country by 2025\u003c/a\u003e, with more disposable incomes and consumer spending. \u003c/p\u003e\n\u003cp\u003ePH has a relatively young population that’s more tech-savvy and open to adopting new technologies. This makes ecommerce in the country a ripe market. The \u003ca href=\"https://openknowledge.worldbank.org/bitstreams/e55977cb-2e04-5050-b8c9-5842ac743db4/download\"\u003ePhilippine government has initiatives\u003c/a\u003e to boost the digital economy, including improving internet infrastructure and adopting policies that encourage digital payments, ecommerce operations, and growth.\u003c/p\u003e\n\u003ch3\u003e3. Almost half of US shoppers plan to spend more online in 2024.\u003c/h3\u003e\n\u003cp\u003eRoughly 42% of American respondents in a survey stated they planned to spend more online over the next year, \u003ca href=\"https://www.retaildive.com/news/consumers-spend-online-2024-survey/701555/\"\u003eRetail Dive\u003c/a\u003e reports. \u003c/p\u003e\n\u003cp\u003eA major driver for making online purchases is convenience, while the biggest drawback—not being able to try products—is becoming less of a concern. According to survey results, 29% of respondents rated low prices as the top feature of online shopping, followed by shipping times and costs (21%), selection (21%), and user-friendliness (19%).\u003c/p\u003e\n\u003ch3\u003e4. As of January 2024, the average conversion rate across ecommerce sites was 1.88%, a 0.14% increase from the previous year.\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.irpcommerce.com/en/gb/ecommercemarketdata.aspx\"\u003eIRP Commerce\u003c/a\u003e suggests a positive trend in conversion efficiency globally. While .14% might seem like a small number, it indicates improvements in various factors that influence consumer purchasing decisions, such as website design, user experience, product offerings, pricing, and marketing strategies. \u003c/p\u003e\n\u003ch3\u003e5. The global B2C ecommerce is expected to reach $9 trillion by 2032.\u003c/h3\u003e\n\u003cp\u003eThe global B2C ecommerce market reached \u003ca href=\"https://www.cmswire.com/the-wire/b2c-e-commerce-market-report-2024-a-valuation-of-us-90-trillion-predicted-by-2032-imarc-group/\"\u003e$4.8 trillion\u003c/a\u003e in 2023 and is expected to grow to $9 trillion by 2032—a growth rate of 7% between 2024 and 2027. The continued growth of ecommerce will give brands more opportunities to expand internationally. With tools like \u003ca href=\"https://help.shopify.com/en/manual/markets\"\u003eShopify Markets\u003c/a\u003e, you can easily handle localization, regulatory requirements, and international payment methods in one place. \u003c/p\u003e\n\u003ch3\u003e6. Social commerce is poised to grow at a CAGR of 30% from 2023 to 2030.\u003c/h3\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.futuremarketinsights.com/reports/social-commerce-market\"\u003emost recent global social commerce statistics\u003c/a\u003e indicate that the market reached $945.92 billion in 2023. It’s projected to grow at a compound annual growth rate (CAGR) of around 30%, reaching $13 trillion by 2033. This growth is driven by the increasing integration of social media platforms like TikTok, Instagram, and Facebook into ecommerce, particularly with the rising use of livestream shopping and short-form video content. \u003c/p\u003e\n\u003ch3\u003e7. 89% of retailers foresee an increase in revenue between 1% and 9% for 2024.\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eDeloitte’s 2024 Global Retail Outlook report\u003c/a\u003e revealed a generally optimistic outlook for the global retail sector, despite ongoing economic challenges. \u003c/p\u003e\n\u003cp\u003eAfter the disruptions caused by COVID-19, retailers have adapted to changes in consumer behavior, particularly the shift to online shopping. As markets stabilize and consumers resume regular spending habits, retailers see more consistent revenue streams.\u003c/p\u003e\n\u003cp\u003eWhile this impact is global, European retailers expect higher revenue growth, with a larger proportion anticipating a 5% to 9% increase.\u003c/p\u003e\n\u003ch3\u003e8. 47% of leaders indicated ecommerce profitability is a primary driver of operating margin increases in 2024.\u003c/h3\u003e\n\u003cp\u003eAs ecommerce matures, \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eDeloitte found\u003c/a\u003e retailers are focusing on making online sales more profitable rather than just expanding market share. Initial efforts to capture ecommerce demand were often made at the expense of margins due to high investments in infrastructure, logistics, and digital transformation.\u003c/p\u003e\n\u003cp\u003eNow, with infrastructure in place and technology costs stabilizing, retailers are shifting focus to optimizing those operations for profitability.\u003c/p\u003e\n\u003ch3\u003e9. 97% of companies globally reconfigured their supply chains in 2023.\u003c/h3\u003e\n\u003cp\u003eThis \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003erising trend\u003c/a\u003e highlights the growing recognition among businesses that their supply chains must be more adaptable to external challenges such as geopolitical tensions, fluctuating demand, and cost pressures.\u003c/p\u003e\n\u003cp\u003eCompanies are focusing on mitigating risks and striving to make their supply chains more efficient by incorporating new technologies, diversifying suppliers, and leveraging government incentives.\u003c/p\u003e\n\u003ch3\u003e10. Global lead time for production materials in April 2024 was 79 days.\u003c/h3\u003e\n\u003cp\u003eIn April 2024, the \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003eaverage global lead time\u003c/a\u003e for production materials was 79 days. While this is a marked improvement from the peak of 100 days in July 2022, it remains above the pre-pandemic average of 65 days in 2019.\u003c/p\u003e\n\u003ch3\u003e11. Shipping rates saw a 193% rate increase since October 2023.\u003c/h3\u003e\n\u003cp\u003eAs of February 1, 2024, the rate for shipping from China to the East Coast of the United States was $6,589 for a 40-foot equivalent unit, reflecting a \u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003e193% rate increase\u003c/a\u003e since October 2023.\u003c/p\u003e\n\u003cp\u003eThis dramatic rise in shipping rates reflects the broader challenges facing global logistics, driven by ongoing supply chain disruptions, capacity constraints, and geopolitical tensions.\u003c/p\u003e\n\u003ch3\u003e12. 46% of retail respondents expect AI to enhance end-to-end supply chain visibility.\u003c/h3\u003e\n\u003cp\u003eGlobal supply chains are intricate networks spanning multiple geographies, often involving many suppliers, manufacturers, and logistics partners. The COVID-19 pandemic exposed the vulnerabilities of these supply chains, highlighting the need for more resilient, responsive systems\u003c/p\u003e\n\u003cp\u003eAI is seen as a solution to this challenge because it can process vast amounts of data in real time, enabling retailers to have a more transparent and comprehensive view of their supply chain operations. This means tracking inventory levels, predicting supply chain bottlenecks, and ensuring that goods are moved and delivered as efficiently as possible.\u003c/p\u003e\n\u003ch3\u003e13. Foreign direct investment in North America has grown by 134% since 2020.\u003c/h3\u003e\n\u003cp\u003eThe increase in foreign direct investment (FDI) in North America—\u003ca href=\"https://www2.deloitte.com/us/en/insights/industry/manufacturing/global-supply-chain-resilience-amid-disruptions.html\"\u003e134%\u003c/a\u003e since introducing the US-Mexico-Canada Agreement (USMCA) in 2020—is a pivotal development for global commerce. \u003c/p\u003e\n\u003cp\u003eIn particular, Mexico saw a surge in FDI, landing nearly US$19 billion in the first quarter of 2023 alone, representing a 48% year-over-year increase, with 53% of that investment flowing into the manufacturing sector. \u003c/p\u003e\n\u003cp\u003eBy investing heavily in North American manufacturing, global companies are not only taking advantage of trade agreements like the USMCA, which offers reduced tariffs and other incentives, but also positioning themselves to meet demand more effectively by reducing dependence on far-flung global supply chains, particularly in regions like Asia.\u003c/p\u003e\n\u003ch2 id=\"4\"\u003eGlobal ecommerce trends to watch\u003c/h2\u003e\n\u003ch3\u003e1. Global inflation pressures\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.insiderintelligence.com/content/how-inflation-affects-online-businesses-sponsored-content\"\u003eInflation’s ripple effects\u003c/a\u003e continue to be felt across the ecommerce landscape in 2024, influencing not only the cost of goods but also consumer spending and business operations. As raw material and transportation costs rise, ecommerce businesses, particularly those dependent on imports, face the challenge of increased product prices. \u003c/p\u003e\n\u003cp\u003eThis can lead to more price-sensitive consumers, potentially reducing demand and impacting sales and profits. \u003c/p\u003e\n\u003cp\u003eFor example, Retail Economics and Metapack found that \u003ca href=\"https://www.retaileconomics.co.uk/retail-insights/thought-leadership-reports/impact-of-inflation-and-changing-consumer-behaviour-on-the-retail-sector-ecommerce-delivery-benchmark-report-2023\"\u003e57% of consumers\u003c/a\u003e are worried about inflation, which is the biggest concern for consumers in 2023. Also, 72% of shoppers plan to change their buying behavior as a result, with even the most affluent 61% planning to switch up their habits. \u003c/p\u003e\n\u003cp\u003eRetailers are feeling the burn, with \u003ca href=\"https://www.getresponse.com/blog/impact-of-inflation-retailers\"\u003e79% of American retailers\u003c/a\u003e feeling the effects of inflation in the past six months. To counter the problem, 72% of retailers plan to raise their prices within the next six months.\u003c/p\u003e\n\u003cp\u003eSome ecommerce businesses are turning to omnichannel marketing strategies. By engaging customers across multiple touchpoints, businesses can offer a seamless shopping experience, potentially offsetting the dampening effects of inflation on consumer spending. \u003c/p\u003e\n\u003cp\u003eTo stay afloat, ecommerce owners must remain proactive, vigilant, and adaptable, constantly seeking solutions to mitigate inflation’s impact on their operations and maintain competitiveness in the market.\u003c/p\u003e\n\u003ch3\u003e2. More consumers will shop on their smartphones\u003c/h3\u003e\n\u003cp\u003eConsumers love convenience—it’s why they shop online using their mobile phones. But this isn’t a fad. The rise of \u003ca href=\"/enterprise/mobile-commerce-future-trends\"\u003emobile commerce\u003c/a\u003e (m-commerce) is significant, with some forecasting it to reach \u003ca href=\"https://www.insiderintelligence.com/insights/mobile-commerce-shopping-trends-stats/\"\u003e$558 billion in 2024\u003c/a\u003e, accounting for 7.6% of total retail sales. \u003c/p\u003e\n\u003cp\u003eIn 2023, nearly 80% of global consumers used their smartphone to access a retailer’s website while shopping in-store. Another 74% used a retailer’s app while shopping, according to \u003ca href=\"https://www.insiderintelligence.com/insights/mobile-commerce-shopping-trends-stats/\"\u003eInsider Intelligence\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eM-commerce involves shopping online through mobile devices like smartphones or tablets. Mobile ecommerce will continue to break out over the next few years. Technological advances like branded mobile apps, 5G wireless, and social shopping make it easier for people to shop on their phones.\u003c/p\u003e\n\u003cp\u003eOnline retail continues to expand due to the increasing use of smartphones and tablets globally. The global mobile commerce market was worth \u003ca href=\"https://www.statista.com/chart/13139/estimated-worldwide-mobile-e-commerce-sales/\"\u003e$2.2 trillion in 2023\u003c/a\u003e, making up 60% of all global ecommerce sales. Global \u003ca href=\"/enterprise/social-commerce-trends\"\u003esocial commerce\u003c/a\u003e sales are set to reach \u003ca href=\"https://newsroom.accenture.com/news/2022/shopping-on-social-media-platforms-expected-to-reach-1-2-trillion-globally-by-2025-new-accenture-study-finds\"\u003e$1.2 trillion\u003c/a\u003e by 2025. And leading this front are millennials and Gen Z online shoppers. \u003c/p\u003e\n\u003cp\u003eGen Z is highly engaged in social media shopping and spending, with \u003ca href=\"https://www.pymnts.com/news/social-commerce/2023/gen-z-tops-millennials-on-social-media-shopping-and-spending/\"\u003e68% searching for products\u003c/a\u003e on social media and 22% completing a purchase. Following close behind are millennials, with 42% browsing social media for products and 21% completing a purchase.\u003c/p\u003e\n\u003cp\u003eExpect more branded shopping apps, SMS and Facebook Messenger marketing campaigns, and integrations for mobile-enabled add-ons to boost in-store engagement to influence purchases.\u003c/p\u003e\n\u003ch3\u003e3. A new mix of marketing channels\u003c/h3\u003e\n\u003cp\u003eIn recent years, there have been exciting advancements in several areas of advertising—including access to new marketing channels. \u003ca href=\"/retail/social-commerce-for-retail-what-is-it-and-examples-of-retailers-doing-it-well\"\u003eSocial commerce\u003c/a\u003e has been on the radar for the past five years, with the release of Facebook and Instagram shopping features, and more recently, TikTok shopping.\u003c/p\u003e\n\u003cp\u003eHowever, as an extension of social commerce, live shopping has started to become more popular as the strategy has soared in China. The live commerce market in China was \u003ca href=\"https://www.insiderintelligence.com/content/live-commerce-2023\"\u003e$562 billion in 2023\u003c/a\u003e and is expected to increase to $843 billion in 2025. It made up 19.2% of the retail ecommerce sales in 2023. \u003c/p\u003e\n\u003cp\u003eIn the US, livestreaming was expected to reach \u003ca href=\"https://www.retaildive.com/news/us-livestream-commerce-expected-to-surpass-31b-in-2023-report/644319/\"\u003e$31 billion in 2023\u003c/a\u003e, almost triple the size in 2021. Another new marketing channel coming on the horizon is connected TV (CTV) advertising—which refers to ads you’ll find on platforms like Hulu, Roku, and YouTube. \u003c/p\u003e\n\u003cp\u003eThe growth of CTV advertising spend in the US is projected to increase from \u003ca href=\"https://www.thecurrent.com/consumers-streaming-tv-ctv-ads-linear-circana\"\u003e$25 billion\u003c/a\u003e in 2023 to nearly $41 billion by 2027, while linear TV ad spend is expected to decline from $61 billion to $56 billion in the same period. This shift indicates a changing preference among advertisers toward CTV due to its effectiveness and the ability to reach targeted audiences more efficiently.\u003c/p\u003e\n\u003cp\u003eThis is not surprising when you have streaming services achieving a record-breaking milestone, securing \u003ca href=\"https://www.nielsen.com/insights/2023/streaming-grabs-a-record-38-7-of-total-tv-usage-in-july-with-acquired-titles-outpacing-new-originals/\"\u003e38.7% of the total TV usage\u003c/a\u003eshare, while linear TV’s share of total TV viewing \u003ca href=\"https://www.insiderintelligence.com/content/new-data-linear-tv-fell-below-50-viewing-share-july-first-time\"\u003edipped below 50%\u003c/a\u003e for the first time.\u003c/p\u003e\n\u003cp\u003eA sweets/confectionary company in the consumer packaged goods (CPG) category credited CTV ads with an overall \u003ca href=\"https://www.tvrev.com/news/vizio-case-study-ctv-ads-cpg-brand-sales-lift\"\u003esales lift of 15.4%\u003c/a\u003e. The campaign used two targeting strategies: a broad approach to maximize reach and a more focused strategy targeting VIZIO cord-cutting viewers for incremental growth. \u003c/p\u003e\n\u003cp\u003eThe campaign successfully penetrated new buyer segments and demonstrated the potential for competitive prospecting and reaching consumers new to the brand and category. This case study underscores CTV’s ability to drive top-of-funnel awareness and bottom-of-funnel sales lift.\u003c/p\u003e\n\u003ch3\u003e4. A slowly stabilizing supply chain\u003c/h3\u003e\n\u003cp\u003eThe global supply chain has faced a relentless series of disruptions. Recent years have seen a cascade of disruptive events—geopolitical conflicts like the Russia-Ukraine war, attacks in the Red Sea, and the ongoing repercussions of the pandemic. \u003c/p\u003e\n\u003cp\u003eFor instance, the Russia-Ukraine conflict had a profound impact on the flow of critical commodities, leading to shortages and inflationary pressures. The war disrupted the supply of agricultural products, fertilizers, and energy resources. It also led to \u003ca href=\"https://www.gep.com/blog/mind/russia-ukraine-war-logistics-impact\"\u003eincreased freight charges\u003c/a\u003e, container shortages, and lowered \u003ca href=\"/enterprise/blog/international-warehouses-ecommerce-guide\"\u003einternational warehousing \u003c/a\u003espace availability.\u003c/p\u003e\n\u003cp\u003eThen there’s the Red Sea, a vital trade corridor plagued by missile strikes. These strikes have caused major shipping companies to reroute or pause operations, resulting in \u003ca href=\"https://www.supplychaindive.com/news/Red-sea-crisis-evaluated-house-transportation-committee-hearing/706172/\"\u003eextended voyage times\u003c/a\u003e and heightened transportation costs, further straining global supply chains.\u003c/p\u003e\n\u003cp\u003eIn response to ongoing supply chain challenges, companies are adjusting their strategies to enhance resilience. Nearly \u003ca href=\"https://www.thebci.org/news/what-does-supply-chain-resilience-mean-in-2024.html\"\u003eeight out of 10 companies\u003c/a\u003e (79%) are broadening their supplier base, while 71% are pursuing regionalization and localization to mitigate risks from geopolitical tensions and transportation disruptions. \u003c/p\u003e\n\u003cp\u003eAnother 83% of organizations are investing in friend-shoring—building supply networks with countries that are political and economic allies. This shift is part of a broader move toward diversification and innovation in supply chain management, with a notable increase in investments aimed at improving disruption detection and fostering innovative processes.\u003c/p\u003e\n\u003cp\u003eThe Biden-Harris administration has also \u003ca href=\"https://www.whitehouse.gov/cea/written-materials/2023/11/30/issue-brief-supply-chain-resilience/\"\u003estrengthened supply chain resilience\u003c/a\u003e by partnering with allies to diversify sources and investments in domestic capacity. And the White House is collaborating with the National Oceanic and Atmospheric Administration and monitoring developments like El Niño for potential impacts on global supply chains.\u003c/p\u003e\n\u003ch3\u003e5. Faster deliveries for everyone, no matter where the customer is\u003c/h3\u003e\n\u003cp\u003eThe trend toward faster deliveries is reshaping the global ecommerce landscape, as retailers grapple with the twin pressures of controlling logistics costs and meeting rising consumer expectations for speed. \u003c/p\u003e\n\u003cp\u003eLogistics and delivery costs, especially last-mile delivery, are major challenges for ecommerce profitability, particularly in Europe and the Middle East.\u003c/p\u003e\n\u003cp\u003eStill, \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eretailers expect two-thirds of deliveries\u003c/a\u003e to be fulfilled within the same day or next day by 2029, showing a shift toward rapid delivery expectations.\u003c/p\u003e\n\u003cp\u003eAs more consumers choose retailers based on their ability to provide rapid delivery, companies that fail to meet these expectations risk losing out to competitors who can. In markets where speed of service is increasingly seen as part of the value proposition, this demand for faster delivery puts pressure on ecommerce businesses to enhance their \u003ca href=\"/enterprise/blog/global-fulfillment-guide\"\u003eglobal fulfillment capabilities\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eTo meet the demand for rapid delivery, retailers are heavily investing in logistics infrastructure, especially in automated and micro-fulfillment centers. These smaller, more localized warehouses are strategically placed near urban centers, allowing quicker and more efficient deliveries. Some 64% of retailers anticipate the \u003ca href=\"/enterprise/blog/global-expansion\"\u003eexpansion\u003c/a\u003e of automated micro-fulfillment centers within the next five years, supporting the growth of ecommerce and quick deliveries.\u003c/p\u003e\n\u003ch3\u003e6. Online returns are growing with ecommerce\u003c/h3\u003e\n\u003cp\u003eThe rise in ecommerce returns has become \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003eone of the most pressing challenges\u003c/a\u003e for online businesses, directly impacting profitability and supply chain efficiency.\u003c/p\u003e\n\u003cp\u003eOne of the main contributors to this issue is the popularity of free-return policies, which many retailers have adopted to attract and retain customers. While these policies encourage more sales by reducing the risk for the consumer, they also inadvertently lead to higher return rates.\u003c/p\u003e\n\u003cp\u003e“Bracketing” is a common consumer behavior where shoppers order the same item in different sizes, colors, or variations, intending to keep only one and return the rest. While this enhances the online shopping experience for consumers, it creates a significant logistical and financial burden for retailers.\u003c/p\u003e\n\u003cp\u003eProcessing returns is expensive. When a product is returned, the retailer incurs costs related to reverse logistics, restocking, repackaging, and sometimes refurbishing or discounting the item. \u003c/p\u003e\n\u003cp\u003eRetailers are increasingly turning to technology and consumer education to address rising return rates. By providing better product information upfront, retailers can help shoppers make more informed choices, reducing the likelihood of returns.\u003c/p\u003e\n\u003cp\u003eFor instance, improved size guides in fashion ecommerce, detailed product descriptions, and 360-degree product views or product videos can give consumers a clearer sense of what they are buying. This helps customers feel more confident in their selections, reducing the need for returns.\u003c/p\u003e\n\u003ch3\u003e7. Improving workforce management with AI\u003c/h3\u003e\n\u003cp\u003eAnother broad global ecommerce trend is where AI is increasingly being used to optimize workforce efficiency and logistics. In fact, \u003ca href=\"https://www.deloitte.com/global/en/Industries/consumer/analysis/global-retail-outlook.html\"\u003e41% of retailers\u003c/a\u003e aim to improve workforce management using AI in 2024. \u003c/p\u003e\n\u003cp\u003eLabor shortages are a global issue exacerbated by the COVID-19 pandemic and other demographic trends, such as aging populations and declining birth rates in many regions. Retailers face challenges in recruiting, retaining, and managing their workforce, particularly in ecommerce operations requiring efficient logistics, order fulfillment, and customer service handling.\u003c/p\u003e\n\u003cp\u003eAI offers a solution by automating repetitive tasks, improving hiring processes, and optimizing workforce deployment. For example, AI-driven recruitment tools can analyze vast amounts of data to identify candidates with the right skills, while AI-powered scheduling systems can ensure that the right number of workers are available during peak demand periods. This allows retailers to optimize labor costs, reduce the risk of understaffing, and improve overall operational efficiency.\u003c/p\u003e\n\u003cp\u003eAI also allows retailers to scale their operations more effectively by providing real-time insights into workforce productivity, logistics performance, and customer demand across regions. For example, AI can analyze regional labor markets to predict where staffing shortages might occur and recommend strategies for mitigating those shortages.\u003c/p\u003e\n\u003cp\u003eAs ecommerce continues to expand globally, AI offers a scalable solution that allows retailers to adapt to regional differences, predict demand fluctuations, and manage their workforce more effectively.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003e8. Growing sales in China and APAC\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eThe ecommerce landscape in China and the Asia-Pacific (APAC) region has continued to evolve with significant growth in 2024 and projections for 2025. \u003c/p\u003e\n\u003cp\u003eDespite a tepid start in the first half of 2023, \u003ca href=\"https://www.insiderintelligence.com/content/asia-pacific-trends-watch-2024\"\u003eChina’s retail sector is rebounding\u003c/a\u003e, with retail sales growth showing signs of life as the year progresses.\u003c/p\u003e\n\u003cp\u003eThe ecommerce market in China remains a global leader, with projected growth continuing in 2024 and beyond. As of 2024, the market is estimated to be worth \u003ca href=\"https://www.mordorintelligence.com/industry-reports/china-ecommerce-market\"\u003e$1.43 trillion\u003c/a\u003e, with a forecast to reach $2.31 trillion by 2029, growing at a CAGR of 10.07%. Several key factors drive this growth, including widespread smartphone adoption, mobile commerce (m-commerce), and the rise of digital payment solutions such as Alipay and WeChat Pay.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://www.mordorintelligence.com/industry-reports/asia-pacific-ecommerce-market\"\u003eAsia-Pacific (APAC) ecommerce market\u003c/a\u003e is poised for significant growth, with an estimated market size of $4.2 trillion in 2024, expected to reach $6.76 trillion by 2029, growing at a CAGR of 10%. This growth is driven by increasing internet penetration, consumer shift toward online shopping, and the convenience of ecommerce platforms.\u003c/p\u003e\n\u003cp\u003eTop countries contributing to this growth include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eChina: The largest market, with dominant players like Alibaba and JD.com.\u003c/li\u003e\n\u003cli\u003eIndia: Fast growing due to rising internet use and fashion ecommerce.\u003c/li\u003e\n\u003cli\u003eJapan: Strong in technology and consumer electronics.\u003c/li\u003e\n\u003cli\u003eSouth Korea: Leading in mobile commerce, boosted by 5G technology.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eKey industries driving ecommerce include fashion, electronics, and food delivery services, with a rising trend in omnichannel and mobile shopping experiences.\u003c/p\u003e\n\u003cp\u003eIndia’s ecommerce market is also experiencing robust growth, with projections indicating that the market size will reach \u003ca href=\"https://www.ibef.org/industry/ecommerce\"\u003e$111 billion by 2024\u003c/a\u003e and continue to expand to $200 billion by 2026. The country’s online retail market was valued at \u003ca href=\"https://finance.yahoo.com/news/india-online-retail-market-report-155300293.html\"\u003e4,822.8 billion Indian rupees\u003c/a\u003e in 2023 and is anticipated to reach 15,159.11 billion rupees by 2028. \u003c/p\u003e\n\u003cp\u003eTo adapt to these changes, companies in the APAC region are diversifying their supplier base, with \u003ca href=\"https://www.insiderintelligence.com/content/asia-pacific-trends-watch-2024\"\u003e79% of companies\u003c/a\u003e broadening their networks. Additionally, 71% are investing in regionalization and localization, and 83% are actively investing in friend-shoring with political and economic allies to reduce risk exposure.\u003c/p\u003e\n\u003ch2 id=\"5\"\u003eSet up your international ecommerce strategy\u003c/h2\u003e\n\u003cp\u003eSetting up an international, \u003ca href=\"/enterprise/omni-channel-retail-strategy\"\u003eomnichannel ecommerce strategy\u003c/a\u003e can seem intimidating, but there are a few key areas that, if you address them as a priority, can help you succeed.\u003c/p\u003e\n\u003cp\u003eThe areas for ecommerce businesses to focus on are:\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003ePricing \u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eWhen it comes to pricing, two issues present themselves for international ecommerce retailers: currency conversion and how to handle promotions. Regarding the former, it’s worth researching how customers perceive pricing in the country you’re targeting. In the West, \u003ca href=\"https://www.cbc.ca/radio/undertheinfluence/the-real-reason-most-prices-end-in-99-cents-1.4731238\"\u003eit’s common\u003c/a\u003e for prices to end in a 9, whereas in countries like China, it’s best to use a round number.\u003c/p\u003e\n\u003cp\u003eBusinesses should use a wider range of factors to determine price sensitivity (especially in foreign markets) regarding promotions. In addition, effectively and profitably linking pricing and promotions together can increase revenue and profiles by three to five percentage points overall.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003ePayments\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eThankfully—thinking about what payment methods are relatively simple for international ecommerce—you’ll need at least a debit/credit card processor and mobile wallet options, like Apple Pay and Google Pay, as well as a \u003ca href=\"/enterprise/buy-now-pay-later\"\u003ebuy now, pay later (BNPL) option\u003c/a\u003e. \u003c/p\u003e\n\u003cp\u003eSome ecommerce platforms and \u003ca href=\"/enterprise/blog/global-ecommerce-marketplace\"\u003eglobal marketplaces\u003c/a\u003e have their own payment setup. For example, with \u003ca href=\"/payments\"\u003eShopify Payments\u003c/a\u003e, you can set up all major payment methods for your ecommerce store automatically.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eCustomer service\u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"/enterprise/fast-customer-service\"\u003eCustomer service\u003c/a\u003e is important no matter where in the world you’re serving. In most countries, common types of communication for customer service include phone, email, and live chat.\u003c/p\u003e\n\u003ch3\u003e\u003cstrong\u003eShipping and logistics \u003c/strong\u003e\u003c/h3\u003e\n\u003cp\u003eHow your buyers will receive your products is a huge factor to consider, as shipping likely will be expensive. So to make \u003ca href=\"/enterprise/international-warehouses-ecommerce-guide\"\u003eshipping internationally\u003c/a\u003e successful, think about removing as much friction as possible. That includes researching price options with carriers, offering shipping speed estimates, researching relevant taxes, and simply preventing some products from being sold in certain countries.\u003c/p\u003e\n\u003ch2 id=\"6\"\u003eGet a head start with Shopify Marketplace\u003c/h2\u003e\n\u003cp\u003eOur data shows that 30% of your online store visitors are coming from international markets. In the past, converting these visitors was much more challenging than selling to domestic customers.\u003c/p\u003e\n\u003cp\u003eThanks to \u003ca href=\"/markets\"\u003eManaged Markets\u003c/a\u003e, you can now manage overseas sales by simplifying complex areas such as compliance, tariffs, shipping, and conversions. On average, merchants in North America use this feature to sell to 14 new markets.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp class=\"heading--4\"\u003eAccess global markets overnight\u003c/p\u003e\n\u003cp\u003eShopify Markets is the only global ecommerce solution where you can sell to multiple countries and scale internationally—all from one Shopify store.\u003c/p\u003e\n\u003ca class=\"marketing-button marketing-button--small\" href=\"https://www.shopify.com/international/managed?utm_source=blog\u0026amp;utm_medium=content\u0026amp;utm_campaign=24q3_baubacbcaam_\u0026amp;utm_content=en-en\"\u003eGet started\u003c/a\u003e\n\u003c/div\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\" style=\"text-align: left;\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"6\"\u003eGlobal ecommerce FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow big is the global ecommerce market?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThe global ecommerce market is expected to total $32 trillion in 2024 and account for 23% of total retail sales.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do I start a global ecommerce business?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003col\u003e\n\u003cli\u003eDetermine your target international markets and how they will support business growth.\u003c/li\u003e\n\u003cli\u003eUnderstand target market needs, such as preferred payment methods.\u003c/li\u003e\n\u003cli\u003eCreate a plan for market entry.\u003c/li\u003e\n\u003c/ol\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eIs ecommerce important to a global business?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eEcommerce can support and facilitate international trade, ease business deals, and help businesses better understand market demand.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"Get an inside look at the global ecommerce landscape, with the top ecommerce statistics and trends to follow in 2025.","excerptHtml":"\u003cp\u003eGet an inside look at the global ecommerce landscape, with the top ecommerce statistics and trends to follow in 2025.\u003c/p\u003e","seo":{"__typename":"SEO","title":"Global Ecommerce Statistics: Trends to Guide Your Store in 2025","description":"Get an inside look at the global ecommerce landscape, with the top ecommerce statistics and trends to follow in 2025."},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756349496","handle":"michael-keenan","field":{"__typename":"MetaobjectField","value":"Michael Keenan"}}}]},"value":[{"name":"Michael Keenan","slug":"michael-keenan"}],"key":"authors"}],"topicHandle":"industry-insights-and-trends"},{"__typename":"Article","id":"gid://shopify/Article/558644691000","handle":"best-fashion-ecommerce-websites","title":"Fashion Brand Storytelling Examples to Inspire You","publishedAt":"24 Mar 2023","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/22grxJFUxAL49F6Y9q07ML_63f86c2b-33ac-4458-97ab-09e0068195b7.webp?v=1719388720","altText":"header","width":1700,"height":720},"tags":["Customer Experience","Industry Insights and Trends"],"contentHtml":"\u003cp\u003eDo you remember the day you bought your first pair of sneakers? You likely remember the store you bought them from, the anticipation of taking them home to pair them with a new outfit, and how the entire experience made you feel.\u003c/p\u003e\n\u003cp\u003eCustomers are having similar experiences with your fashion brand every day—and storytelling can capture these experiences and help engage future customers. Through the stories of other happy buyers, your customers’ purchasing decisions become a little easier.\u003c/p\u003e\n\u003cp\u003eAs Effie Asafu-Adjaye, founder of \u003ca href=\"https://beautiful-sparks.com/\"\u003eBeautiful Sparks\u003c/a\u003e, says, “The intent of storytelling is to serve your audience with more meaningful content that amplifies your DNA, to show your audience who you are and what you stand for.”\u003c/p\u003e\n\u003cp\u003eBut not every story is a good story. This guide shares how to incorporate persuasive storytelling into your fashion marketing strategy, with 15 fashion brand storytelling examples to draw inspiration from.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTable of contents\u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#1\"\u003eWhat is brand storytelling?\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#2\"\u003eReasons to do brand storytelling\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#3\"\u003eBrand storytelling practices\u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"#4\"\u003e15 fashion brand storytelling examples \u003c/a\u003e\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"1\"\u003e\u003c/div\u003e\n\u003ch2\u003eWhat is brand storytelling?\u003c/h2\u003e\n\u003cp\u003eBrand storytelling is a marketing strategy that helps brands connect with their target market using stories. The narrative is designed to build an emotional connection and help consumers match your brand with their own core values.\u003c/p\u003e\n\u003cp\u003e“Marketing in the fashion world is all about brand storytelling,” says Adair Findley, creative director of \u003ca href=\"https://coneyislandpicnic.com/\"\u003eConey Island Picnic\u003c/a\u003e. “You need to think about your brand’s position to the consumers—what story does your clothing, social media, website, and even packaging tell the customer? What kind of reputation do you carry, and is it cohesive across your entire brand?”\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/ecommerce-fashion-industry\"\u003eFashion ecommerce\u003c/a\u003e is a crowded industry that was valued at \u003ca href=\"https://www.statista.com/study/38340/ecommerce-report-fashion/?locale=en\"\u003e$871.2 billion\u003c/a\u003e in 2022. Combine that with a surge in dropshipping and the rise of companies like Shein offering good quality clothes at low prices, and it’s harder than ever for fashion brands to stand out.\u003c/p\u003e\n\u003cp\u003eIf someone is on the internet, they’re \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003ehighly \u003c/a\u003e\u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003elikely\u003c/a\u003e\u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003e using social media\u003c/a\u003e. Storytelling helps bridge that gap and connect fashion brands with social consumers. Researchers have found that stories are remembered up to \u003ca href=\"https://womensleadership.stanford.edu/resources/voice-influence/harnessing-power-stories\"\u003e22 times more\u003c/a\u003e than standard facts, solidifying your fashion brand in the mind of your target audience.\u003c/p\u003e\n\u003cp\u003eThis type of positive social media experience with a brand makes \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003e78% of consumers\u003c/a\u003e more willing to buy from them, 77% more likely to choose them over a competitor, and 72% more likely to spend more.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/560629702eb2404d9258600ad1e22a53.png\"\u003e\n\u003cp\u003e\u003ca href=\"https://twitter.com/mrsharma/status/1461910978002669576\"\u003eSource\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"2\"\u003e\u003c/div\u003e\n\u003ch2\u003eReasons to do brand storytelling\u003c/h2\u003e\n\u003cp\u003eBrand storytelling is a long-term play—but one that’s worth investing in. Let’s explore the three biggest advantages of storytelling for fashion brands:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eCreates brand advocates. \u003c/b\u003eWe all want to belong and \u003ca href=\"https://www.shopify.com/enterprise/the-future-of-ecommerce\"\u003ebe a part of something bigger than ourselves\u003c/a\u003e. Involving customers in your narrative and journey inspires brand favorability. It makes them want to be associated with your brand and may even influence them to become an extension of it as an advocate.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eStrengthens marketing campaigns. \u003c/b\u003eGen Z now uses social media to \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003eresearch brands more often\u003c/a\u003e than they use search engines. The problem:\u003cb\u003e \u003c/b\u003eCustomers know when they’re being sold to. And they’re \u003ca href=\"https://www.inc.com/dakota-shane/96-percent-of-consumers-dont-trust-ads-heres-how-to-sell-your-product-without-coming-off-sleazy.html\"\u003eincreasingly skeptical of brand advertising\u003c/a\u003e. But when they hear how great you are from one of their friends, a favorite influencer, or even a celebrity they love and trust, they’re more open to receiving your brand messages. After all, buying is an emotional decision. What we buy says something about who we are as individuals.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eDefeats ever-increasing advertising costs.\u003c/b\u003e Meta’s cost per thousand \u003ca href=\"https://www.businessinsider.com/digital-ad-prices-are-skyrocketing-in-2022-2?r=US\u0026amp;IR=T\"\u003eincreased by $14\u003c/a\u003e in the third quarter of 2022, up 3% year-over-year. And TikTok’s paid ads are \u003ca href=\"https://www.businessinsider.com/digital-ad-prices-are-skyrocketing-in-2022-2?r=US\u0026amp;IR=T\"\u003eup 27%\u003c/a\u003e year-on-year. . With a focus on instinctively shareable storytelling (especially when partnering with influencers), organic content can overtake the constant demand for paid ads.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"3\"\u003e\u003c/div\u003e\n\u003ch2\u003eBrand storytelling best practices\u003c/h2\u003e\n\u003ch3\u003eBegin with your audience\u003c/h3\u003e\n\u003cp\u003eBefore crafting a fashion brand story, you need to understand your audience and decide where to distribute it. Who are they? What are their biggest wants and fears? And most importantly, why should they care about you?\u003c/p\u003e\n\u003cp\u003eTalk to existing customers to understand their pain points and why they buy from you. You can do this through quantitative customer surveys or qualitative focus groups. Online reviews also provide insight into what your customers want, think, and feel about your brand.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/6a7631b42e9a46509d728bf756ca5779.png\"\u003e\n\u003cp\u003e\u003ca href=\"https://twitter.com/jmoserr/status/1484217048318291973\"\u003eSource\u003c/a\u003e\u003c/p\u003e\n\u003ch3\u003eTell your origin story\u003c/h3\u003e\n\u003cp\u003eHow did your fashion brand come to life? Often, entrepreneurs start businesses after spotting a gap in the market or to meet a personal need. Use this origin story as the foundation for storytelling.\u003c/p\u003e\n\u003cp\u003e“Before doing any promotional activities, it’s important for you to write down and actively think about your brand’s story,” says Adair.\u003c/p\u003e\n\u003cp\u003e“Think about the unique aspects of your brand, such as your design philosophy, your use of sustainable materials, or your commitment to ethical manufacturing—whatever makes you unique. Your brand story should communicate who you are and what you stand for, and in the fashion industry, this must be well-defined before you strike out in the advertising world.”\u003c/p\u003e\n\u003ch3\u003eBe consistent\u003c/h3\u003e\n\u003cp\u003eEarning a \u003ca href=\"https://www.shopify.com/enterprise/3-dtc-brands-on-how-they-build-customer-loyalty\"\u003ecustomer’s brand loyalty\u003c/a\u003e is a love story. It’s one that starts weeks, months or even years before they ever buy something from you. They may encounter your site by chance, or through an online ad, blog, Instagram post, YouTube video, or Google search. Or maybe they read a positive brand story or watched a touching video review.\u003c/p\u003e\n\u003cp\u003eEffective storytelling is consistent. If customers get confused messaging from platform to platform, they won’t know who you are or what you stand for. It’s why 84% of businesses think a connected multichannel brand experiences will be more important than ever to the \u003ca href=\"https://www.shopify.com/ca/plus/commerce-trends/ecommerce\"\u003efuture of ecommerce\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eEffie Asafu-Adjaye, founder of Beautiful Sparks, says: “The goal of storytelling is actually to build brand equity over the long run. It’s the effect of consistent storytelling over time that moves the needle for brands.”\u003c/p\u003e\n\u003cp\u003eClearly define your \u003ca href=\"https://www.shopify.com/enterprise/omnichannel-marketing\"\u003eomnichannel marketing strategy\u003c/a\u003e to ensure storytelling is consistent across all touchpoints throughout the customer journey. From TikTok videos to abandoned cart emails, tie all communication back to the same brand narrative.\u003c/p\u003e\n\u003cp\u003eNo technical barriers should exist once you determine you want to sell natively on today’s most popular marketplaces or social media platforms. With Shopify’s one-click channel integration, you can focus on growing that channel—rather than the development work that underpins it.\u003c/p\u003e\n\u003ch3\u003eCorroborate storytelling with influencers\u003c/h3\u003e\n\u003cp\u003eFashion brands can strengthen their brand story by having influencers vouch for it. This type of content is \u003ca href=\"https://www.prnewswire.com/news-releases/37-of-consumers-trust-social-media-influencers-over-brands-301538111.html\"\u003emore trustworthy\u003c/a\u003e than branded content. Some \u003ca href=\"https://www.statista.com/statistics/1302739/reasons-consumers-follow-virtual-influencers-us/?locale=en\"\u003e18.6% of consumers\u003c/a\u003e also say they follow influencers on social media to see storytelling.\u003c/p\u003e\n\u003cp\u003eSneaker brand \u003ca href=\"https://www.hoka.com/\"\u003eHOKA\u003c/a\u003e, for example, has a brand mission to make its apparel accessible to everyone. Its “people commitment” explains how HOKA donates to non-profit organizations that champion social and racial justice.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/c1f15103282540939dbb8efda96958a6.png\"\u003e\n\u003cp\u003eIts \u003ca href=\"https://www.youtube.com/playlist?list=PLOc2EI4_K5_2T0nAvjdR8MSr-WyjLphQY\"\u003eA Walk in the Life\u003c/a\u003e YouTube series also invites social media influencers to document their daily routine—of course, while wearing their HOKA sneakers.\u003c/p\u003e\n\u003cp\u003eWendy Yang, brand representative for HOKA (via \u003ca href=\"https://www.modernretail.co/retailers/hoka-one-ones-wendy-yang-on-how-the-footwear-brand-approaches-fashion-partnerships/\"\u003eModern Retail\u003c/a\u003e), says: “The brand is the brand, and we’re very careful to be very consistent with how Hoka shows up, regardless of where it shows up.”\u003c/p\u003e\n\u003cp\u003eVet, recruit, and manage creators with using \u003ca href=\"https://apps.shopify.com/collabs\"\u003eShopify Collabs\u003c/a\u003e. It helps fashion merchants scale with a single dashboard to manage your influencer marketing collaborations.\u003c/p\u003e\n\u003ch3\u003eUse visual storytelling\u003c/h3\u003e\n\u003cp\u003eHumans process visuals faster than they do text. Neuroscientists found the brain can identify visual themes of information in \u003ca href=\"https://www.visualcapitalist.com/data-storytelling-megatrends-infographic/\"\u003e30 milliseconds\u003c/a\u003e, hence why brand storytelling videos are the \u003ca href=\"https://cdn2.hubspot.net/hubfs/53/tools/state-of-marketing/PDFs/Not%20Another%20State%20of%20Marketing%20Report%20-%20Web%20Version.pdf\"\u003emost popular\u003c/a\u003e video formats for marketers.\u003c/p\u003e\n\u003cp\u003e“The fashion industry is one of the most highly visual industries in the world, so for our team, it’s important to use visuals to communicate our brand story,” says Adair.\u003c/p\u003e\n\u003cp\u003eVisual storytelling elements to use when promoting your fashion brand include:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/online-shopping-trends-ecommerce\"\u003eShort-form videos\u003c/a\u003e, such as TikTok videos, YouTube Shorts, or Instagram Reels\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eLong-form videos on platforms like YouTube\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eData visualization formats, like infographics or charts\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/augmented-reality-ecommerce-shopping\"\u003eAugmented reality\u003c/a\u003e technology, such as Snapchat filters\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAdair adds that for Coney Island Picnic, “this includes product images, behind-the-scenes photos of the design process, or even just lifestyle images that evoke the emotions and values of the brand. We want to continue to position ourselves as a premium streetwear brand, so we use imagery and written content to help us achieve that.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/4fb2c543d2084c10b672e2873b56d900.png\"\u003e\n\u003cp\u003e\u003ci\u003eConey Island Picnic shares \u003c/i\u003e\u003ca href=\"https://www.tiktok.com/@coneyislandpicnic/video/7202694741501447470\"\u003e\u003ci\u003eTikTok videos\u003c/i\u003e\u003c/a\u003e\u003ci\u003e that explain the reasoning behind the brand name.\u003c/i\u003e\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"anchored-section\" id=\"4\"\u003e\u003c/div\u003e\n\u003ch2\u003e15 fashion brand storytelling examples\u003c/h2\u003e\n\u003cp\u003eHow a customer experiences your fashion brand, from discovery to purchase, involves many stories in a never-ending loop. Let’s look at how some of the best fashion ecommerce brands are attracting, converting, and keeping customers through storytelling.\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp\u003eSaski Collection\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGymshark\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGood American\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ePatagonia\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eWarby Parker\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eYoung \u0026amp; Reckless\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003ePura Vida Bracelets\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRothy’s\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eAllbirds\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e93 Play Street\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eLedbury\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eLevi’s\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eChanel\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBurberry\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBarry’s Bootcamp and Balmain\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3\u003e1. Saski Collection\u003c/h3\u003e\n\u003cp\u003eStorytelling humanizes your business, so you need to connect with customers through your humanity. Bring them into your brand story by being accessible and honest.\u003c/p\u003e\n\u003cp\u003eMany business founders share their personal and business growth stories online, revealing their ups and downs. Tammy Hembrow, an Instagram fitness sensation and the founder of \u003ca href=\"https://saskicollection.com/\"\u003eSaski Collection\u003c/a\u003e, vlogs about her daily life. Tammy’s online fitness brand has enjoyed massive success in Australia and globally.\u003c/p\u003e\n\u003cp\u003eTammy named her brand after her daughter, Saskia, and includes her children in many of \u003ca href=\"https://www.youtube.com/watch?v=Rm8NaS_vpKU\"\u003eher YouTube videos\u003c/a\u003e. Her biggest fans want to be her, and purchasing her activewear allows them to buy a piece of her lifestyle.\u003c/p\u003e\n\u003cp\u003eSaski Collection also uses its social cause to drive storytelling. Its \u003ca href=\"https://us.saskicollection.com/pages/giving-back-with-i-change\"\u003ei=Change initiative\u003c/a\u003e, which allows customers to donate $1 per order to one of three chosen nonprofit organizations, is the foundation of many social media posts:\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/1d24742f0bc6452cab416fc78b614563.png\"\u003e\n\u003cp\u003eTo ensure consistency, customers browsing its \u003ca href=\"https://www.shopify.com/enterprise/best-online-fashion-sites\"\u003efashion website\u003c/a\u003e see an i=Change notification beneath the each product description and announcement bar:\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/ddbe9b286b2b4e87b22358c70c955304.png\"\u003e\n\u003cp\u003eCustomers who want to learn more about this initiative can visit a landing page that describes how i=Change works, its partner charities, and how much it has raised so far.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/ab7bd80e7de64604983cea41c0330ac6.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eKeep stories consistent across every channel .\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eUse platforms like \u003ca href=\"https://apps.shopify.com/convert-discounts-to-donations\"\u003eGivs\u003c/a\u003e or \u003ca href=\"https://apps.shopify.com/donatemate\"\u003eDonateMate\u003c/a\u003e to support charities when consumers shop.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSync storytelling with important dates celebrated by customers on your annual marketing calendar.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEffie Asafu-Adjaye, founder of Beautiful Sparks, says: “We advise that, in addition to collection launches, fashion brand marketing calendars should have a sprinkling of storytelling narratives throughout the year. There’s no hard and fast rule, but anywhere between two to four times a year could be right, depending on the nature of your brand, marketing team and audience.”\u003c/p\u003e\n\u003ch3\u003e2. Gymshark\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://gymshark.com/\"\u003eGymshark\u003c/a\u003e was once the \u003ca href=\"https://www.benfrancis.com/business/how-i-started-the-uks-fastest-growing-company/\"\u003efastest-growing business\u003c/a\u003e in the United Kingdom. Founder Ben Francis started the fitness apparel business back in 2012 and a few short years later, in 2020, the brand hit a \u003ca href=\"https://www.voguebusiness.com/companies/gymshark-ceo-on-building-an-athleisure-unicorn\"\u003e$1.45 billion valuation\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eStorytelling is at the heart of \u003ca href=\"https://www.shopify.com/plus/customers/gymshark\"\u003eGymshark’s success\u003c/a\u003e. Ben started the business using basic screen printing tools and a goal to unite the conditioning industry. Now, everything the brand does ties back to this origin story and overarching goal—including Ben’s YouTube channel, which regularly documents how he did it.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/54aO00i3V-Y\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003eThe Gymshark Lifting Instagram page is a specific profile that appeals to just the lifting enthusiasts in the brand’s now-broad customer base. The fashion brand posts motivational fitness videos to this page that revolve around storytelling—like this short-form clip that encourages followers to imagine how they’d look and feel after sticking to their goals.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/802fe00c3d974c749fcb6fd982ebcd95.png\"\u003e\n\u003cp\u003eTo tie in this mission and unite fitness lovers, Gymshark launched a new experiential retail offering, the Gymshark Lifting Club—a fully kitted, high technology gym that’s the first of its kind in the Birmingham area.\u003c/p\u003e\n\u003cp\u003eSo-called “athletes” (Gymshark’s term for influencer partners) \u003ca href=\"https://www.youtube.com/watch?v=TNto9cuyEE4\"\u003efilm themselves\u003c/a\u003e touring the gym. Ben, who has a respectable personal brand as a result of sharing behind-the-scenes videos of running Gymshark, even toured the property and labeled it as his favorite day in the brand’s history.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCreate an engaging YouTube video that shares the founding story of your brand.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose this long-form content into shorter videos for TikTok, Instagram Reels, and YouTube Shorts.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBrand your influencer partners with a name that best reflects the type of person your fashion brand was created to serve (like Gymshark’s “athletes”).\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e3. Good American\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.goodamerican.com/\"\u003eGood American\u003c/a\u003e is a denim brand co-founded by mega-influencer Khloé Kardashian. But instead of sticking the household name onto its denim products and hoping it would sell, Good American launched with a strong brand story—and \u003ca href=\"https://www.shopify.com/plus/customers/good-american\"\u003emade $1 million on its first day\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eKhloé spoke of her struggles shopping with smaller-sized sisters in traditional stores. In an interview segment on her show \u003ci\u003eKeeping Up with the Kardashians, \u003c/i\u003eKhloé \u003ca href=\"https://www.marieclaire.com/celebrity/khloe-kardashian-good-american-size-range/\"\u003esaid\u003c/a\u003e: “With Good American, you have to carry the full size range [00-24] and you can’t separate them. There’s no plus-size section, petite section, it’s one section. And if people don’t agree to that, then they can’t carry the brand.”\u003c/p\u003e\n\u003cp\u003eGood American reinforces its brand narrative with annual casting events—an opportunity to recruit a diverse selection of models. It also invites people “who are historically and currently not viewed as models” to “represent real women.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/305fdd5ff7a840e19738fded98b75b6d.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eDistribute your brand story across all sales and marketing channels.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInvite people to collaborate with your fashion brand—such as modeling, influencing, or product collaborations—who share the same vision as your brand.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGo behind the scenes of monumental campaigns to maximize their mileage post-event.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e4. Patagonia\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://eu.patagonia.com/gb/en/home/\"\u003ePatagonia\u003c/a\u003e is an outdoor clothing company with a strong emphasis on storytelling. Sustainability is one of its core values—so much so, it launched Worn Wear, a mini-marketplace on a subdomain of its \u003ca href=\"/tour/ecommerce-website\"\u003eecommerce website\u003c/a\u003e, to support customers in buying and reselling unwanted items.\u003c/p\u003e\n\u003cp\u003eStories power the promotion of Worn Wear to Patagonia’s audience. It has a designated \u003ca href=\"https://wornwear.patagonia.com/stories\"\u003elanding page\u003c/a\u003e on its store to share stories and images of customers who’ve used the resale program.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/a89e883f609e4eada34554bea99973ff.png\"\u003e\n\u003cp\u003eThese customer stories are repurposed on \u003ca href=\"https://www.instagram.com/p/ClUdlP0PgRJ/\"\u003esocial media\u003c/a\u003e to build brand engagement and stand out from a sea of biased content from other fashion brands.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/d182fdb02b91402eb48bdef64337c76c.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCreate an online feedback form for customers to share long-form content about their experiences with your brand, using open-ended questions that prompt storytelling.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eBuild a designated landing page on your ecommerce store to house these stories.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose the stories on each marketing channel, including social media and product pages.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e5. Warby Parker\u003c/h3\u003e\n\u003cp\u003ePeople make buying decisions based on visual cues, especially when it comes to fashion ecommerce. That’s why the imagery and videos you create for your stories need to inspire customers to not only purchase your products but also buy into your brand.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.warbyparker.com/\"\u003eWarby Parker\u003c/a\u003e does this well through the \u003ca href=\"https://www.warbyparker.com/how-our-glasses-are-made\"\u003eHow Our Glasses Are Made\u003c/a\u003e section of its site. Its visual brand story is told through behind-the-scenes video footage and inspiring photography.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/2Tj7b75MUmk\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003eSeeing the care and precision that goes into a pair of Warby Parker glasses makes customers feel they’re purchasing a work of art. Shoppers also feel good about the socially conscious message in the video: “For every pair sold, a pair is distributed to someone in need.”\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eRecord an engaging video that takes people behind the scenes of how your product is made.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInvite people in specialist manufacturing roles to improve the story’s credibility and accuracy.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIncorporate your unique selling point in the video’s call to action, such as “Shop now and donate.”\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e6. Young \u0026amp; Reckless\u003c/h3\u003e\n\u003cp\u003eYou don’t need to be a celebrity or Instagram influencer to connect to customers through storytelling. \u003ca href=\"https://www.youngandreckless.com/\"\u003eYoung \u0026amp; Reckless\u003c/a\u003e collaborates with celebrities and influencers to tell its lifestyle story for them. The brand aims to create content that appeals to the aspirational lifestyles of its customers.\u003c/p\u003e\n\u003cp\u003e“We’ve noticed that if we have content that has real meaning, people are more likely to click and go look at the actual product, as opposed to saying, ‘Hey, look how cool this photo is,’” says Chris Pfaff, founder of Young \u0026amp; Reckless. “If you get across your brand message and make people feel inspired or motivated, then they’ll go and buy your product.”\u003c/p\u003e\n\u003cp\u003eSocial accounts for half of all Y\u0026amp;R’s traffic, and the company is “tripling down” on YouTube because, \u003ca href=\"https://www.shopify.com/enterprise/the-multi-channel-menace-young-reckless-youtube-mastering-customer-engagement\"\u003eChris says\u003c/a\u003e, “people go there to be engaged, whereas it’s more passive on Instagram and Facebook.”\u003c/p\u003e\n\u003cp\u003eIn one video posted to YouTube, rapper Rob Stone shares personal advice and talks about other rappers who have influenced him. He also shows off Y\u0026amp;R’s signature Strike Thru hoodie.\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/QVRt-mq8lHQ\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003eThe video draws Stone’s fans into the brand lifestyle that Y\u0026amp;R strives to convey through its clothing and storytelling. Brands can do the same by seeking out customers who embody their brand image to help further amplify their stories.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eUse surveys and market research to uncover influencers your target audience followers.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eCreate a brand guidelines document that details the stories you want to portray, and share this with your influencer partners.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepost social media content to a branded YouTube channel and \u003ca href=\"https://www.shopify.com/youtube\"\u003esync your Shopify store\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e7. Pura Vida Bracelets\u003c/h3\u003e\n\u003cp\u003eYour happiest customers can become an extension of your storytelling strategy through brand advocacy.\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"https://www.puravidabracelets.com/\"\u003ePura Vida Bracelets\u003c/a\u003e has done this well by creating a \u003ca href=\"https://www.shopify.com/enterprise/micro-influencers-instagram?_pos=1\u0026amp;_sid=1dec98333\u0026amp;_ss=r\"\u003emicro-influencer program\u003c/a\u003e—getting customers to sell the product on the company’s behalf. These micro-influencers are so in love with the brand that they bring a level of passion you wouldn’t get from a traditional influencer.\u003c/p\u003e\n\u003cp\u003eThe company launched an email and social media campaign to recruit Pura Vida reps. When customers signed on, they were invited to join a private Instagram and Facebook group of other brand fanatics who helped each other with social media storytelling and sales tips.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/1d37f6116cf043dba8373db089354050.png\"\u003e\n\u003cp\u003eReps were encouraged to creatively promote Pura Vida products on their social channels through a rewards system. The program was so successful that \u003ca href=\"https://www.shopify.com/plus/customers/pura-vida-bracelets\"\u003esales grew 300% year over year\u003c/a\u003e in its first year.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eLaunch a customer loyalty program using Shopify apps like \u003ca href=\"https://apps.shopify.com/joyio\"\u003eJoy\u003c/a\u003e or \u003ca href=\"https://apps.shopify.com/smile\"\u003eSmile\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eShare storytelling tips with people who are incentivized to talk about your brand on social media via branded communities.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIncentivize more people to join the loyalty program by sharing stories of how previous ambassadors have unlocked rewards.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e8. Rothy’s\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://rothys.com/\"\u003eRothy’s\u003c/a\u003e is another fashion ecommerce brand that uses storytelling to drive sales.\u003c/p\u003e\n\u003cp\u003eIts product pages describe how many plastic bottles have been recycled to make each individual item, linking to a “\u003ca href=\"https://rothys.com/pages/materials\"\u003eMeet our materials\u003c/a\u003e” landing page that shows behind the scenes of how its materials are sourced.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/beba8a9401854431874c58ce9f6d22f3.png\"\u003e\n\u003cp\u003eRothy’s also takes a different customer storytelling and sales approach through its \u003ca href=\"https://www.instagram.com/explore/tags/rothysinthewild/\"\u003e#RothysInTheWild\u003c/a\u003e hashtag, which encourages customers to show off their new shoes online.\u003c/p\u003e\n\u003cp\u003eRothy’s curates some of the best images on its Instagram and TikTok profiles. These are then embedded on the Rothy’s site, giving bragging rights to the customer. Each Instagram photo is instantly shoppable through one click that adds the shoes to your cart.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/abcb5bac219e4858bf88a442b2c94310.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eDescribe how the materials used to make your product are sourced.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eEncourage customers to post photos of your product on social media using a branded hashtag.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake user-generated content shoppable with Shopify apps like \u003ca href=\"https://apps.shopify.com/foursixty\"\u003eFoursixty\u003c/a\u003e or \u003ca href=\"https://apps.shopify.com/cevoid-ugc\"\u003eCevoid\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e9. Allbirds\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.allbirds.co.uk/\"\u003eAllbirds\u003c/a\u003e is an apparel company powered by a mission to make fashion more sustainable. Allbirds uses every touchpoint it has with potential customers as an opportunity to tell stories —like its \u003ca href=\"https://www.allbirds.com/pages/our-story\"\u003eOur Story\u003c/a\u003e landing page, which walks customers through its journey of making sustainable clothing.\u003c/p\u003e\n\u003cp\u003eTravis Boyce, head of global retail operations at \u003ca href=\"https://www.shopify.com/plus/customers/allbirds\"\u003eAllbirds\u003c/a\u003e, says: “With Shopify, we have our point-of-sale and ecommerce systems under one umbrella, which serves our ultimate purpose of being an omnichannel retailer and viewing the customer as one customer—no matter where they shop with us.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/8c05ceb1dcff4bb4b21d833fb7e20f03.png\"\u003e\n\u003cp\u003eSharon Heather, business development director at \u003ca href=\"https://www.easymerchant.co.uk/\"\u003eEasy Merchant\u003c/a\u003e, is an Allbirds customer who was recently influenced by brand storytelling to purchase a pair of its shoes.\u003c/p\u003e\n\u003cp\u003e“What really caught my attention was their brand storytelling about the materials they use to create their shoes,” Sharon says. “They have a unique approach to sustainability that really resonated with me, and it was clear from their messaging that they care deeply about creating products that are not only good for the environment, but also for the people who wear them.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/8f7af18422674a459cec7f4a7c0dbd3d.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eCreate social media content that references how your products are sustainably made.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eTreat the About page on your online store as a constantly evolving document to journal progress toward your brand’s goals.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e10. 93 Play Street\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.93playstreet.com/\"\u003e93 Play Street\u003c/a\u003e is a relatively new company in the fashion industry, but founder Jessica Anderson’s knack for brand storytelling has propelled it to new heights—starting with a single TikTok video that quickly went viral.\u003c/p\u003e\n\u003cp\u003eJessica says: “The night we launched 93 Play Street, we instantly went viral with a video titled \"\u003ca href=\"https://www.tiktok.com/@tinytello/video/6992337703828212997?_t=8aX8p4ebK9O\u0026amp;_r=1\"\u003eWhy I Design Swimwear\u003c/a\u003e,” hitting over two million views. This, combined with my decade-long career as a social media director, [told me] we had to put all of our focus into creating the best videos if we wanted to hit our one-year goal of seven figures.”\u003c/p\u003e\n\u003cp\u003eJessica Anderson, founder of 93 Play Street, says: “There is a clear correlation between our viral videos and sales. For example, in our first month of posting our viral videos on Facebook, we pushed an additional six figures in sales on top of our average monthly sales.”\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/2022e8838ee644c4966a9a865e0581be.png\"\u003e\n\u003cp\u003eThis video was just the beginning of 93 Play Street’s TikTok brand storytelling. It has since gone on to produce several videos, each viewed millions of times, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.instagram.com/reel/CVyTg9YFYoq/?igshid=NzAzN2Q1NTE=\"\u003eHigh-waisted needed a makeover\u003c/a\u003e: 1.7 million views on Instagram\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.facebook.com/reel/666563125109132?fs=e\u0026amp;s=TIeQ9V\u0026amp;mibextid=0NULKw\"\u003e93 Play Street Success Story\u003c/a\u003e: 4.2 million views on Facebook\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.tiktok.com/t/ZTRnF7kMa/\"\u003e93 Play Street Success Story\u003c/a\u003e: 3 million views on TikTok\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003e“93 Play Street’s marketing has been fully organic on social media since the brand launch,” Jessica says. “We always have a hook, storyline arch, and incorporate color psychology in our storytelling. Our content direction developed naturally from going viral by sharing size-inclusive content.”\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eRecord a series of TikTok videos that explain your brand’s origin story.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose these short-form videos into Instagram Reels, YouTube Shorts, and Facebook video ads.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eIntegrate your Shopify store with social commerce channels like \u003ca href=\"https://www.shopify.com/youtube\"\u003eYouTube\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/sell-on-tiktok\"\u003eTikTok\u003c/a\u003e, \u003ca href=\"https://www.shopify.com/facebook-instagram\"\u003eFacebook and Instagram\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e11. Ledbury\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.ledbury.com/\"\u003eLedbury\u003c/a\u003e is a fashion brand that uses storytelling to sell premium men’s shirts. It sells through its DTC website and wholesale partners—the latter of which is notoriously difficult to tell stories through. \u003ca href=\"https://www.shopify.com/enterprise/b2b-customer-service\"\u003eB2B customers\u003c/a\u003e are in control over how they market your products in their own stores.\u003c/p\u003e\n\u003cp\u003eLedbury alleviates this problem by \u003ca href=\"https://www.glossy.co/fashion/customers-want-storytelling-why-retailers-are-giving-brands-new-access-to-in-store-associates/\"\u003ehosting product knowledge sessions\u003c/a\u003e with its largest retail partners. Two to three times per year, its 30-minute lunches keep partners up to date on the company’s unique selling points and brand story, including:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eHow founders learned how to make shirts with a London-based tailor\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eThat its products are manufactured in the second-oldest shirt-making facility in the US\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eWith this approach, department stores carrying Ledbury’s inventory can provide consistent messaging to customers regardless of where they shop.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003ca href=\"https://www.shopify.com/enterprise/b2b-ecommerce\"\u003eMove your B2B business online\u003c/a\u003e with Shopify to replace pen and paper with digital communication with wholesale buyers.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eSchedule regular training sessions with B2B customers to reinforce your brand story.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eImprove consistency and offer stellar \u003ca href=\"https://www.shopify.com/enterprise/b2b-customer-service\"\u003eB2B customer service\u003c/a\u003e by providing marketing materials in your online portal, such as videos and images that detail your brand story.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e12. Levi’s\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.levi.com/GB/en_GB/\"\u003eLevi’s\u003c/a\u003e is a denim retailer with an impressive knack for brand storytelling. The brand recently celebrated its 150th birthday by partnering with digital agency Droga5 on a new campaign titled “\u003ca href=\"https://www.levi.com/GB/en_GB/features/greatest-story-ever-worn\"\u003eThe Greatest Story Ever Worn\u003c/a\u003e.”\u003c/p\u003e\n\u003cp\u003eThis campaign is a series of three scripts, each inspired by a true story around its infamous 501 jeans, sourced from its archive. Each brand story was translated into 19 languages and distributed across 36 global markets through repurposed social, print, and event content.\u003c/p\u003e\n\u003cp\u003eIn an interview with \u003ca href=\"https://www.marketingdive.com/news/levis-greatest-story-ever-worn-creative-campaign-trail/643914/\"\u003eRetail Dive\u003c/a\u003e, Droga5’s senior art director, Cara Cecchini, said: \"When you take a step back, [the stories] all have some form of a universal theme.\u003c/p\u003e\n\u003cp\u003e“That was really important to us in terms of a global storytelling approach: even though this happened at this time, at this place, there’s a piece of it that we can all relate to via the product and the lore around the 501.\"\u003c/p\u003e\n\u003cp\u003eSean Barron, co-founder of \u003ca href=\"https://shopredone.com/\"\u003eRe/Done\u003c/a\u003e (via \u003ca href=\"https://www.glossy.co/fashion/scarcity-exclusivity-and-storytelling-re-dones-sean-barron-on-what-millennial-shoppers-want/\"\u003eGlossy\u003c/a\u003e), says: “What resonates and [works] to build a community in the millennial space are [styles] with scarcity, exclusivity and storytelling. And those three [characteristics] actually live inside of one pair of Levi’s.”\u003c/p\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003cdiv class=\"embed embed--youtube\"\u003e\u003ciframe src=\"https://www.youtube.com/embed/xf2TN9be_fM\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" frameborder=\"0\"\u003e\u003c/iframe\u003e\u003c/div\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eBuild a repository of customer success stories you can tap into for brand event.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eInvite customers to participate in short films or case studies to share their story.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eRepurpose this content and distribute it online and offline—from social media advertising to billboards.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e13. Chanel\u003c/h3\u003e\n\u003cp\u003eLuxury fashion brands typically have a key advantage over other apparel companies: a long history. Chanel is no different. As the \u003ca href=\"https://www.statista.com/statistics/1323202/most-recognized-luxury-brands/\"\u003esecond-most-recognized\u003c/a\u003e luxury brand in the world, Chanel has a rich heritage dating back more than 100 years from which it pulls stories to solidify its brand equity and reputation.\u003c/p\u003e\n\u003cp\u003eChanel shares stories with luxury consumers through its \u003ca href=\"https://www.chanel.com/gb/about-chanel/the-stories/\"\u003eInside Chanel\u003c/a\u003e series. A collection of 32 short films hosted on its direct-to-consumer website, Chanel tells stories about the most infamous times in its history, such as:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eHow its No. 5, Mademoiselle, and Coco perfumes came to life\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eThe design process of its jacket\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eKarl Lagerfeld’s involvement in the brand\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/a60a92a90c59456fb52c27135c77f2fc.png\"\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eIdentify key milestones in your luxury fashion brand’s history.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eFind your bestselling product and detail the manufacturing process behind it.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eTry to incorporate celebrities or influencers in your stories, such as Karl Lagerfeld in Chanel, for extra leverage when promoting brand stories across social media.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e14. Burberry\u003c/h3\u003e\n\u003cp\u003eBurberry is one of the largest luxury fashion brands to come out of the UK. Founder Thomas Burberry created the fashion house in 1856, making it another luxury brand with years of history to pull from in its brand storytelling campaigns.\u003c/p\u003e\n\u003cp\u003eBut instead of relying on this history, Burberry takes a unique approach with its \u003ca href=\"https://uk.burberry.com/acoustic/\"\u003eBurberry Acoustic\u003c/a\u003e campaign. British artists are invited to host live performances, which it promotes across its website and social media platforms.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/5f0f43e2f56f43caa98ffd54d2dc3f33.png\"\u003e\n\u003cp\u003eTo celebrate the campaign’s 170-year anniversary, Burberry \u003ca href=\"https://www.harpersbazaar.com/uk/fashion/fashion-news/a16794733/burberry-17-years-of-soundtracks-playlist/\"\u003ereleased a soundtrack\u003c/a\u003e featuring songs from artists who performed at Burberry events, played a Burberry Acoustic session, or recorded interviews with the brand.\u003c/p\u003e\n\u003cp\u003eIt’s a large-scale storytelling campaign that’s a win-win for everyone involved: British artists build good relationships with the brand since it helps them increase their own audiences, and Burberry benefits from interviewing these artists and telling their stories with the Burberry name attached.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eInvite influencers to record live exclusive content with you, such as Q\u0026amp;A sessions or styling tutorials.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eMake these videos shoppable with Shopify apps like \u003ca href=\"https://apps.shopify.com/reactive\"\u003eReactive\u003c/a\u003e.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eAs part of your contract, make it mandatory for influencers to share the story videos with their own audiences.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch3\u003e15. Barry’s Bootcamp and Balmain\u003c/h3\u003e\n\u003cp\u003e\u003ca href=\"https://www.barrysbootcamp.com/country-select/\"\u003eBarry’s Bootcamp\u003c/a\u003e recently launched a campaign with Olivier Rousteing, a designer with luxury fashion brand \u003ca href=\"https://www.balmain.com/ca\"\u003eBalmain\u003c/a\u003e. Rousteing created limited-edition hoodies for Barry’s, a popular fitness and lifestyle fashion brand, to sell online.\u003c/p\u003e\n\u003cp\u003eBarry’s used an integrated storytelling and ecommerce sales approach to drive customers through the funnel.\u003c/p\u003e\n\u003cp\u003eTo start, it built a custom landing page that hosted a video explaining the fashion collaboration. The countdown clock on the homepage created a sense of urgency, with shoppers only having a few days to bid on the limited-edition items.\u003c/p\u003e\n\u003cp\u003eThe campaign not only drove conversions on-site—it helped raise awareness of the new \u003ca href=\"https://www.barrysbootcamp.com/studio/paris/\"\u003eBarry’s store opening in Paris\u003c/a\u003e.\u003c/p\u003e\n\u003cimg alt=\"Untitled.png\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/4955ac80e893484f9602c647db8ce914.png\"\u003e\n\u003cp\u003eAlso, 100% of the proceeds went to \u003ca href=\"https://le-refuge.org/\"\u003eLe Refuge\u003c/a\u003e, an organization that provides medical, psychological, and legal support to young people who are victims of homophobia and transphobia. That feel-good brand story was an extra incentive to make loyal customers not only buy the products, but fall deeper in love with the two brands.\u003c/p\u003e\n\u003cp\u003e\u003cb\u003eTry this: \u003c/b\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003eRun a co-marketing campaign with another similar but not competitive fashion brand.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eHost a special event using exclusivity and urgency, such as time- or quantity-limited stock.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003eGive people a reason to shop during the event by donating a portion of profits to a nonprofit or charity organization.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eBreathe new life into your fashion ecommerce brand story\u003c/h2\u003e\n\u003cp\u003eWhether your business has been around for five years or 50, your fashion brand story must put your customers first. If their perspectives change, your narrative needs to change too.\u003c/p\u003e\n\u003cp\u003eInvolve your audience, and other brands and influencers, in telling your story. They can do so through reviews, word of mouth, and even creating content to advocate for you and influence other customers.\u003c/p\u003e\n\u003cp\u003eWhatever form your fashion brand storytelling content takes, optimize it to drive product interest and sales. It should entertain, empower, and inspire your audience at the same time. Experiment with new platforms and technologies to immerse customers in your brand stories and let them experience your fashion brand in new ways.\u003c/p\u003e\n\u003ch3\u003eHow Shopify can help\u003c/h3\u003e\n\u003cp\u003eWhile custom-built commerce systems have historically been the norm for larger fashion and apparel brands, today it’s much easier to get started using platforms like Shopify.\u003c/p\u003e\n\u003cp\u003eShopify allows fashion brands to:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eCustomize and scale internationally.\u003c/b\u003e Use \u003ca href=\"https://help.shopify.com/en/manual/markets\"\u003eShopify Markets\u003c/a\u003e to personalize multiple storefronts around the globe and get confidence to experiment, test new markets, and scale on demand during large traffic spikes.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eSynchronize product information and inventory.\u003c/b\u003e Storytelling works best when it’s consistent. Integrate your Shopify store with a \u003ca href=\"https://www.shopify.com/enterprise/pim-ecommerce\"\u003eproduct information management (PIM) tool\u003c/a\u003e to communicate the same product details, inventory, and story consistently across all sales and marketing channels.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp\u003e\u003cb\u003eMonitor performance.\u003c/b\u003e Are your storytelling campaigns paying off? Sync your entire toolkit with Shopify through \u003ca href=\"https://www.shopify.com/uk/plus/integrate\"\u003eAPIs and SDKs\u003c/a\u003e, so you can make smarter inventory, pricing, and fulfillment decisions to accelerate growth.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eShayan Zadeh, CEO of \u003ca href=\"https://www.shopify.com/plus/customers/dressbarn\"\u003eDressbarn\u003c/a\u003e, says: “Working with Shopify allows you to do something Herculean like this in a very short period of time. Instead of going around in circles with red tape and reviews, we were actually building stuff and testing it to make sure it worked.”\u003c/p\u003e\n\u003cp\u003eRegardless of your decision to buy or build an ecommerce platform for your fashion brand, any enterprise software you choose must reduce complexity, streamline multichannel selling, and allow you to focus on running your business—not on technology.\u003c/p\u003e\n\u003cdiv id=\"faq-section\" class=\"marketing-block marketing-block--light marketing-block--padded my-12 border-l-2 pl-4 [\u0026amp;_h2]:!mt-0 [\u0026amp;_h2]:mb-6 [\u0026amp;_h2]:text-t5 [\u0026amp;_h3]:!mt-0 [\u0026amp;_h3]:mb-6 [\u0026amp;_h3]:text-t7 [\u0026amp;_h4]:!mt-0 [\u0026amp;_h4]:mb-6 [\u0026amp;_h4]:text-t8 [\u0026amp;_ul]:!mt-0 [\u0026amp;_ul]:mb-6 [\u0026amp;_ul:last-child]:mb-0 [\u0026amp;_ol]:!mt-0 [\u0026amp;_ol]:mb-6 [\u0026amp;_ol:last-child]:mb-0 [\u0026amp;_p]:!mt-0 [\u0026amp;_p]:mb-6 [\u0026amp;_p:last-child]:mb-0 border-blog-highlight text-body-sm my-8 tablet:my-16 p-8 bg-marketingBg !border-l-0 border-t-2 pl-8 [\u0026amp;_[itemscope]]:mb-6 [\u0026amp;_[itemscope]:last-child]:mb-0\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2\u003eFashion brand storytelling FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat is an example of brand storytelling?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eGood American is a great example of fashion brand storytelling. It uses the founder’s story—that she had to shop in a separate area of a department store than her sisters—to communicate the need for its inclusive denim products.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow do you write a fashion brand story?\u003c/h3\u003e\n\u003col\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eIdentify your target audience.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eClarify your origin story. \u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003ePut yourself in your customers’ shoes.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eUse a storytelling framework.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eAdd the story to your About page.\u003c/p\u003e\n\u003c/li\u003e\n\u003cli\u003e\n\u003cp class=\"WTF-4\"\u003eIncorporate the story across marketing channels.\u003c/p\u003e\n\u003c/li\u003e\n\u003c/ol\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eWhat is storytelling in fashion?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eFashion storytelling happens when apparel brands use stories to help their target audience connect with the brand. This could be the brand’s origin story, key milestones in the brand’s history, or a tale of a previous customer wearing its products.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 class=\"WTF-2\" itemprop=\"name\"\u003eHow do luxury brands use storytelling?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp class=\"WTF-1\"\u003eLuxury brands often share the origin story of their businesses when telling stories. Burberry, for example, often tells the story of how its infamous Burberry check came to life.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cp\u003e \u003c/p\u003e\n\u003c/div\u003e","excerpt":"Fashion brands tell their stories to attract, convert, and keep customers. Let’s take a look at 15 fashion brand storytelling examples.","excerptHtml":"\u003cp\u003eFashion brands tell their stories to attract, convert, and keep customers. Let’s take a look at 15 fashion brand storytelling examples.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":null},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[{"__typename":"Metafield","references":null,"value":"2023-03-24T14:00:00.000Z","key":"published_date"},{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756283960","handle":"elise-dopson","field":{"__typename":"MetaobjectField","value":"Elise Dopson"}}}]},"value":[{"name":"Elise Dopson","slug":"elise-dopson"}],"key":"authors"}],"modifiedAt":"24 Mar 2023","topicHandle":"customer-experience"},{"__typename":"Article","id":"gid://shopify/Article/558643281976","handle":"seo-product-descriptions","title":"SEO Product Descriptions: 7 Tips To Optimize Your Product Pages","publishedAt":"29 Oct 2024","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0817/7988/4088/articles/39iLkk8rLyF7llth1Vqqov_289b0fd4-4eb4-4d76-abf9-76e9fadf695b.png?v=1719388638","altText":"seo","width":3840,"height":2160},"tags":["Growth strategies"],"contentHtml":"\u003cp\u003eYou’re confident about your storefront on-site performance. Your \u003ca href=\"/enterprise/blog/site-speed-score\"\u003esite-speed score\u003c/a\u003e is top notch, your images are professionally shot, and a recent iteration of testing has taken your \u003ca href=\"/enterprise/blog/ecommerce-conversion-rate-optimization\"\u003eecommerce conversion rate optimization\u003c/a\u003e to a new level.\u003c/p\u003e\n\u003cp\u003eUnfortunately, even if your product descriptions are optimized to sell, that may not be enough to impact your bottom line.\u003c/p\u003e\n\u003cp\u003eAfter all, no one can buy your products if they can’t find them.\u003c/p\u003e\n\u003cp\u003eAnd, if you’re not number one in search… you might as well not exist. The average click-through rate (CTR) for position one is 45.44%, according to \u003ca href=\"https://www.advancedwebranking.com/ctrstudy/\"\u003eAdvanced Web Ranking\u003c/a\u003e, with position two bringing in an average CTR of just 17%.\u003c/p\u003e\n\u003cp\u003eIn this article, you’ll learn seven tips for writing product descriptions that earn better search rankings for your ecommerce store.\u003c/p\u003e\n\u003cdiv id=\"toc\" class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cp\u003e\u003cstrong\u003eTable of contents\u003c/strong\u003e\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"#1\"\u003eWhat are SEO product descriptions?\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#2\"\u003eBenefits of SEO-friendly product descriptions\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#3\"\u003e7 tips for writing SEO-friendly product descriptions\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#4\"\u003eSEO product descriptions FAQ\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n\u003c/div\u003e\n\u003ch2 id=\"1\"\u003eWhat are SEO product descriptions?\u003c/h2\u003e\n\u003cp\u003eSearch engine optimization (SEO) product descriptions help ecommerce websites show up better in search engines like Google. They are used on websites that sell products online, like clothes or toys, and include special words and phrases that people might use when they're searching for those things online.\u003c/p\u003e\n\u003cp\u003eThese descriptions serve two important purposes: they optimize your website's product pages and can be adapted for product feeds on shopping platforms like Google Shopping. For best results, creating unique descriptions for each platform is recommended rather than using identical content. This means writing one optimized version for your website and a distinct version for shopping feed listings to maximize visibility and avoid content duplication.\u003c/p\u003e\n\u003ch2 id=\"2\"\u003eBenefits of SEO-friendly product descriptions\u003c/h2\u003e\n\u003ch3\u003eImproved search engine ranking\u003c/h3\u003e\n\u003cp\u003eYou can rank higher for relevant keywords by including them in your product descriptions, which will help drive organic traffic to your website and make your products more visible in search engine results pages (SERPs).\u003c/p\u003e\n\u003ch3\u003eEnhanced user experience\u003c/h3\u003e\n\u003cp\u003eWell-written, informative product descriptions can provide value to potential customers and improve their overall experience on your ecommerce site. \u003ca href=\"/enterprise/blog/8-ways-you-can-improve-your-consumers-online-trust-of-your-products\"\u003eOnline trust\u003c/a\u003e and credibility can increase conversions.\u003c/p\u003e\n\u003ch3\u003eIncreased sales\u003c/h3\u003e\n\u003cp\u003eA detailed, accurate, and engaging description of your products can persuade potential customers to buy. Good copywriting can also help you differentiate your products from the competition.\u003c/p\u003e\n\u003ch2 id=\"3\"\u003e7 tips for writing SEO-friendly product descriptions\u003c/h2\u003e\n\u003col\u003e\n\u003cli\u003e\u003ca href=\"#5\"\u003eWrite for buyers, not bots\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#6\"\u003eMajor on benefits, include features\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#7\"\u003eTarget the right SEO product keywords\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#8\"\u003eStrategically place keywords in your copy\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#9\"\u003eLet buyer awareness drive length\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#10\"\u003eCreate a clear call to action\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"#11\"\u003eCreate unique product descriptions for each product detail page (PDP)\u003c/a\u003e\u003c/li\u003e\n\u003c/ol\u003e\n\u003ch3 id=\"5\"\u003e1. Write for buyers, not bots\u003c/h3\u003e\n\u003cp\u003eThe number one rule for good \u003ca href=\"/blog/ecommerce-seo-beginners-guide\"\u003eecommerce SEO\u003c/a\u003e is to write for people first—not for the search engine web crawlers.\u003c/p\u003e\n\u003cp\u003eWhat’s good for your target audience is good for search engines, because their top priority is \u003ca href=\"/enterprise/blog/usability-the-key-to-spending-less-on-ads-and-increasing-sales\"\u003eusability\u003c/a\u003e. The whole point of organic search is to help users find exactly what they’re looking for. If your own product descriptions align with this goal, you’re going to please Google Search algorithms and rank well.\u003c/p\u003e\n\u003cp\u003eSure, you can use the manufacturer’s descriptions—but they won’t be able to nail your brand voice and audience pain points like you can. It also might create duplicate content across different websites. \u003c/p\u003e\n\u003cp\u003eWhen writing your descriptions, always ask yourself:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eDoes this help the online buyer? \u003c/li\u003e\n\u003cli\u003eDoes it inform, enlighten, and help them make a purchase decision?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eIf you start from square one using this approach, you’re already on the ideal path to writing SEO-optimized product descriptions. If you already have product descriptions on your site, conduct an \u003ca href=\"/enterprise/blog/conduct-an-enterprise-seo-audit\"\u003eSEO audit\u003c/a\u003e to see which are performing well, and improve on the ones that are not.\u003c/p\u003e\n\u003ch3 id=\"6\"\u003e2. Major on benefits, include features\u003c/h3\u003e\n\u003cp\u003eYou cannot write an informative, accurate description of a product unless you understand that product inside out. Vague knowledge of a product will lead to an equally vague description, one that is unhelpful for your online buyers as well as the search engines.\u003c/p\u003e\n\u003cp\u003eHere’s a good example: Does this writer know anything about the winter boots they’re describing?\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Product page with measurements, brand description, style details, and UPC code for Cougar Creek Boots.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/product-description-example.png?v=1730218204\"\u003e\u003c/div\u003e\n\u003cp\u003eThis description could be referring to any winter boots. It doesn’t connect to the buyer’s information needs. It’s heavy on features, but light on benefits.\u003c/p\u003e\n\u003cp\u003eYou may be jazzed about your products’ features and ready to shout them from the rooftops—but all your buyers care about are the benefits.\u003c/p\u003e\n\u003cp\u003eHere’s the difference:\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFeatures\u003c/strong\u003e are impersonal. Features describe what a product can do, what it looks like, or how it works, without relating those things to the buyer. Features are great, but why should the buyer care about them?\u003c/p\u003e\n\u003cp\u003eLet’s return to the above winter boots for an example of an entirely features-driven product description:\u003c/p\u003e\n\u003cp\u003e“The Cougar Creek Boots Feature A Canvas Upper With A Round Toe. The Man-made Outsole Lends Lasting Traction And Wear.”\u003c/p\u003e\n\u003cp\u003eThis description tells you what materials the boots are made of. \u003cstrong\u003eWhat it does not tell you is how boots made of those materials will improve your life beyond “lasting traction and wear.”\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eEven that part tells us next to nothing:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eWill they stand up to getting wet?\u003c/li\u003e\n\u003cli\u003eLasting traction and wear as compared to what?\u003c/li\u003e\n\u003cli\u003eWill these boots get me through harsh winter seasons?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eEven if these boots could get you through a week living in a sub-zero arctic tundra, we’d never know. So what’s a better way to inform online buyers and get them to linger on your product page?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eBenefits\u003c/strong\u003e describe how product features will work for the buyer. Benefits address exactly how your product will improve your customers’ lives.\u003c/p\u003e\n\u003cp\u003eDescribing benefits is far more helpful for certain demographics than listing features. Adding product benefits makes your description relevant to the buyer—and that makes it better for SEO.\u003c/p\u003e\n\u003cp\u003eA good, benefits-driven description looks like this:\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Search result showing Cougar Roger Duck Pac Boots for women, waterproof with a soft fabric lining.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/product-description-example-2.png?v=1730218248\"\u003e\u003c/div\u003e\n\u003cp\u003eThis description not only mentions features (“a waterproof rubber foot” and “a soft fabric lining”), it also tells you how you will benefit from them (the rubber “blocks moisture from getting in” and the fabric lining “ensures toasty warmth and comfort”).\u003c/p\u003e\n\u003cp\u003eNote how quickly you get a clear picture of what it would be like to wear these boots when you read this description. It covers all the main points that matter to a buyer in two sentences.\u003c/p\u003e\n\u003cp\u003eWhen you stick to the benefits of your products in your descriptions, your persuasive power and \u003ca href=\"/enterprise/blog/enterprise-seo\"\u003eenterprise SEO strateg\u003c/a\u003ey will both be equally effective.\u003c/p\u003e\n\u003ch3 id=\"7\"\u003e3. Target the right SEO product keywords\u003c/h3\u003e\n\u003cp\u003eTo optimize SEO for product descriptions, you must include using the right target keywords. This will help search engines understand your pages, which will help internet searchers find what you’re selling.\u003c/p\u003e\n\u003cp\u003eSo, how do you do the right keyword research?\u003c/p\u003e\n\u003cp\u003eIt’s all about narrowing it down to the right phrase, which starts with a solid keyword research tool. SEMrush is a great option, as is KWFinder or Moz Keyword Explorer. These tools let you research specific keywords and give you valuable data about factors like:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eSearch volume (how many people are searching for a given keyword)\u003c/li\u003e\n\u003cli\u003eKeyword difficulty (how hard it will be to rank for a given keyword)\u003c/li\u003e\n\u003cli\u003eRelated terms you can potentially use in your content (e.g., long tail keywords)\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThe right keywords will almost always fall into that last category, known as long tail keywords. Why? Because longer queries tend to have more commercial search intent. You should use long tail keywords because they have a higher conversion value—they lead to more sales.\u003c/p\u003e\n\u003cp\u003eFor example, let’s say we’re selling a product that fits the general definition of “face oil.”\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eTo narrow down our keyword, we consider our ingredients (or substitute the benefits and features, if we have a retail product).\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003eIf we add our top ingredient for face oil, we might identify something truly unique, like squalane oil. (For inquiring minds, squalane is a plant-based substance known for anticancer and skin-protecting effects.)\u003c/p\u003e\n\u003cp\u003eLet’s say our product also contains vitamin C and rose oil. We can add more key ingredients, and get a targeted phrase: squalane vitamin C rose oil.\u003c/p\u003e\n\u003cp\u003eCheck out how the competition numbers go down when we narrow down our search queries (screenshots from Semrush).\u003c/p\u003e\n\u003cp\u003eStarting with “face oil,” we’re up against some fairly big sites: In the top results are landing pages from Ulta and Sephora, and we’re looking at numbers on the keyword difficulty scale that score past 50 out of 100. It’s possible buyers will find our product with this search, but it won’t be easy.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"SEO analysis for face oils keywords with variations, questions, related keywords, and top search results.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/keyword-research.png?v=1730218286\"\u003e\u003c/div\u003e\n\u003cp\u003eBut just by adding “vitamin c rose” to “face oil,” we can identify an easier keyword to rank for:\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Keyword overview for 'vitamin C rose oil' showing volume, difficulty, and global data.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/keyword-overview.png?v=1730218315\"\u003e\u003c/div\u003e\n\u003cp\u003eBy narrowing down, we’re competing with fewer big names to win first-page placement for our keyword ranking.\u003c/p\u003e\n\u003cp\u003eCheck out how the brand Biossance—a Shopify merchant—uses this exact keyword phrase for its product name, a fantastic example of how to “SEO” your product descriptions.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Biossance product page featuring Squalane + Vitamin C Rose Oil with product details and clinical report.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/product-page.png?v=1730218341\"\u003e\u003c/div\u003e\n\u003ch3 id=\"8\"\u003e4. Strategically place keywords in your copy\u003c/h3\u003e\n\u003cp\u003eOnce you have some good keywords in hand, you can strategically place them in your product descriptions.\u003c/p\u003e\n\u003cp\u003eAvoid keyword stuffing. This is easy to do in short descriptions (300 words or less). To avoid it, use your focus keyword no more than a few times:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOnce in the page’s URL\u003c/li\u003e\n\u003cli\u003eOnce in the product description title\u003c/li\u003e\n\u003cli\u003eOnce or twice in the body copy\u003c/li\u003e\n\u003cli\u003eOnce in the alt image tag\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eInclude your keyword in your link text, but only if it meshes with the product title.\u003c/p\u003e\n\u003cp\u003eLet’s return to the Biossance facial oil for a good example of how to use keywords in your product descriptions.\u003c/p\u003e\n\u003cp\u003eThroughout this product description, the keyword “squalane vitamin C rose oil” is used:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eOnce in the URL\u003c/li\u003e\n\u003cli\u003eOnce in the page title and H1\u003c/li\u003e\n\u003cli\u003eOnce in the image alt\u003c/li\u003e\n\u003cli\u003eAnd sparingly in the body copy\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThis shortlist above is all you need to rank (and to avoid penalization for repeating your keyword ad nauseam).\u003c/p\u003e\n\u003ch3 id=\"9\"\u003e5. Let buyer awareness drive length\u003c/h3\u003e\n\u003cp\u003eUnfortunately, there is no set length that works for every product. Instead, best practices demand that you base the length of your descriptions on customers’ level of awareness of your product.\u003c/p\u003e\n\u003ch4\u003eLow buyer awareness\u003c/h4\u003e\n\u003cp\u003ePotential buyers with \u003cstrong\u003elow awareness\u003c/strong\u003e of your product will need more convincing—they don’t know you, your product, or that they have a need for it. This means you have to describe your product thoroughly to bring them to the level of awareness needed for a sale.\u003c/p\u003e\n\u003cp\u003eThe example we looked at above from Biossance thoroughly addresses buyers, even those at a low awareness level.\u003c/p\u003e\n\u003cp\u003eThe first part of the description is a general summary, and below that there are tabs the user can click on for more details, ingredients, how to use, and FAQs. This is a fantastic way to lay out product copy in a way that is both user-friendly and informative.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Biossance product page with clinical report and customer reviews for Squalane + Vitamin C Rose Oil.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/pdp-reviews.png?v=1730218371\"\u003e\u003c/div\u003e\n\u003cp\u003eBiossance also showcases customer reviews buyers can check out to see if it’s the right product.\u003c/p\u003e\n\u003ch4\u003eHigh buyer awareness\u003c/h4\u003e\n\u003cp\u003eOn the other end of the spectrum, highly aware online buyers are already fully cognizant of the product and why they need it. They require far less convincing to reach for their wallets, so you’ll need less copy.\u003c/p\u003e\n\u003cp\u003eHere’s an example of a product description for a simple T-shirt from Madewell that addresses buyers with a high awareness level:\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Madewell T-shirt product description showing front and back views with product details.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/madewell-pdp.png?v=1730218398\"\u003e\u003c/div\u003e\n\u003cp\u003eEverybody knows what a T-shirt is and what it’s for. We don’t need a novel-length description to explain it—just a brief paragraph and key bullet points.\u003c/p\u003e\n\u003cp\u003eOf course, awareness can be features-dependent, too.\u003c/p\u003e\n\u003cp\u003eFor instance, think about selling everyday cotton T-shirts like the ones described above. Everybody knows what they are, what they’re used for, and how to care for them—you don’t need to explain their purpose or describe their special features in detail.\u003c/p\u003e\n\u003cp\u003eBut what about organic cotton T-shirts? What about hand-sewn T-shirts with embroidered details? Or designer T-shirts made from high-end fabric?\u003c/p\u003e\n\u003cp\u003eAs you can imagine, as the special features of a product increase, the length of the description you need grows too.\u003c/p\u003e\n\u003cp\u003eThis is why your product description length for SEO depends on your particular targets, their level of product awareness, and the type of products you sell.\u003c/p\u003e\n\u003ch3 id=\"10\"\u003e6. Create a clear call to action (CTA)\u003c/h3\u003e\n\u003cp\u003eYour call to action (CTA) should come after the product description is written. CTAs help shoppers move seamlessly through their journey, from product browse to checkout. They should be clear and engaging, and include an action you want the customer to take.\u003c/p\u003e\n\u003cp\u003eCreate \u003ca href=\"/enterprise/ecommerce-product-pages-add-to-cart\"\u003eecommerce product pages\u003c/a\u003e with CTA’s like “Add to Cart” or “Add to Bag.” Many retailers also use a secondary “Add to Wishlist” CTA to let shoppers save desired products to their account, as seen in the Culture Kings example below.\u003c/p\u003e\n\u003cdiv style=\"text-align: center;\"\u003e\u003cimg style=\"float: none;\" alt=\"Timberland X Culture Kings 6-inch Premium Boot product page showing multiple images and price details.\" src=\"https://cdn.shopify.com/s/files/1/0817/7988/4088/files/culture-kings-pdp.png?v=1730218471\"\u003e\u003c/div\u003e\n\u003ch3 id=\"11\"\u003e7. Create unique product descriptions for each product detail page (PDP)\u003c/h3\u003e\n\u003cp\u003eAnother must for good SEO is to avoid duplicate content at all costs.\u003c/p\u003e\n\u003cp\u003eIn general, creating similar descriptions for all the products in your online store can cause problems to your website for to rank properly on search engines. Algorithm might struggle trying to index your pages.\u003c/p\u003e\n\u003cp\u003eWhen you have product descriptions that look like near-duplicates, search engines don’t know what to do with them. This can drive down visibility for all of your pages.\u003c/p\u003e\n\u003cp\u003eTo make sure this doesn’t happen to you, each of your product descriptions needs to be unique, including specific product titles.\u003c/p\u003e\n\u003ch2\u003eGood product descriptions are worth the hard work\u003c/h2\u003e\n\u003cp\u003eThere’s no doubt about it: SEO for product descriptions is important for any DTC or \u003ca href=\"/enterprise/blog/b2b-ecommerce-strategy\"\u003eB2B ecommerce strategy\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eThe key is to think of the online buyer’s information needs first and foremost. Then, follow best practices to ensure your digital marketing will net the attention of search engines.\u003c/p\u003e\n\u003cp\u003eThat’s the simple rule of thumb for writing winning product descriptions that do their job without a hitch.\u003c/p\u003e\n\u003cdiv class=\"marketing-block marketing-block--light marketing-block--padded\"\u003e\n\u003cdiv itemscope=\"\" itemtype=\"https://schema.org/FAQPage\"\u003e\n\u003ch2 id=\"4\"\u003eSEO product descriptions FAQ\u003c/h2\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow do I add SEO to my product description?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eTo optimize a product page for search, some of the main elements you’ll need are a descriptive heading, title tag, and meta description, a unique product description, high-quality product images with descriptive alt text, and a human-readable URL structure.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eHow long should a product description be for SEO?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eThey should be as long as necessary to comprehensively describe the product. Keep readability in mind. If shoppers can easily understand and connect with your text, they’ll act on it. Meta descriptions on product pages, however, should be between 120 and 160 characters if you don’t want Google to rewrite them. Note that even if your tags are good, Google may still rewrite them based on the search query.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https://schema.org/Question\"\u003e\n\u003ch3 itemprop=\"name\"\u003eWhat should I write for my product description?\u003c/h3\u003e\n\u003cdiv itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https://schema.org/Answer\"\u003e\n\u003cdiv itemprop=\"text\"\u003e\n\u003cp\u003eYour product description should provide a valuable and engaging experience for your reader that explains the product's primary features, benefits, and pricing. It should also include the business value you provide to optimize click-through rates.\u003c/p\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e","excerpt":"No one can buy your products if they can’t find them. This article offers 7 tips to optimize your SEO for product descriptions.","excerptHtml":"No one can buy your products if they can’t find them. This article offers 7 tips to optimize your SEO for product descriptions.","seo":{"__typename":"SEO","title":"SEO Product Descriptions: 7 Tips To Optimize Your Product Pages","description":"No one can buy your products if they can’t find them. This article offers 7 tips to optimize your SEO for product descriptions."},"authorV2":{"__typename":"ArticleAuthor","name":"Volodymyr Pavlivskyi"},"metafields":[null,{"__typename":"Metafield","references":{"__typename":"MetafieldReferenceConnection","edges":[{"__typename":"MetafieldReferenceEdge","node":{"__typename":"Metaobject","id":"gid://shopify/Metaobject/7756349496","handle":"michael-keenan","field":{"__typename":"MetaobjectField","value":"Michael Keenan"}}}]},"value":[{"name":"Michael Keenan","slug":"michael-keenan"}],"key":"authors"}],"topicHandle":"tips-and-strategies"}],"popularArticles":[{"handle":"enterprise-ecommerce-platforms","title":"How to Choose an Enterprise Ecommerce Platform for Your Scaling Store","tags":["Enterprise commerce"]},{"handle":"total-cost-of-ownership","title":"How to Calculate Total Cost of Ownership for Enterprise Software","tags":["TCO"]},{"handle":"ecommerce-replatforming-guide","title":"Ecommerce Replatforming: A Step-by-Step Guide To Migration","tags":["Migrations"]},{"handle":"b2b-ecommerce","title":"What Is B2B Ecommerce? Types + Examples","tags":["B2B Ecommerce"]},{"handle":"dtc-marketing","title":"The Complete Guide to Direct-to-Consumer (DTC) Marketing (2024)","tags":["Direct to consumer (DTC)"]},{"handle":"ecommerce-personalization-examples","title":"Ecommerce Personalization: Benefits, Examples, and 7 Tactics for 2024","tags":["Tips and strategies"]},{"handle":"multi-channel-software-listing-selling-management","title":"How To Sell on Multiple Channels Without the Logistical Headache (2024)","tags":["Multi-Channel"]},{"handle":"composable-commerce","title":"Composable Commerce: What It Means and Is It Right for You?","tags":["Enterprise ecommerce"]}],"blogHandle":"enterprise","subNavTopics":[{"title":"Enterprise ecommerce","description":"Strategies for managing high volume transactions, integrating complex supply chains, and customizing global storefronts for enterprise-level sales.","handle":"enterprise-ecommerce","icon":"shipping"},{"title":"Total cost of ownership (TCO)","description":"Understand the return on investment for various ecommerce strategies and technologies, helping you make informed decisions about where to allocate resources.","handle":"tco","icon":"globe"},{"title":"Migrations","description":"Guiding you through the technical and strategic processes involved in moving your store from one ecommerce platform to another.","handle":"migrations","icon":"trend"},{"title":"B2B Ecommerce","description":"Offer personalized experiences that cater specifically to business clients, such as custom pricing, bulk ordering, and exclusive product lines.","handle":"b2b-ecommerce","icon":"cycle"},{"title":"Headless commerce","description":"Learn how to integrate sophisticated backend systems with flexible frontend designs to create a fluid, responsive online shopping experience in a headless commerce setup.","handle":"headless-commerce","icon":"laptop"},{"title":"Announcements","description":"Stay informed with the latest updates, upgrades, and new features from Shopify, a leading ecommerce platform.","handle":"announcements","icon":"channels"},{"title":"Unified Commerce","description":"Create seamless shopping experiences for customers worldwide. 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In the meantime, start building your store with a free trial of Shopify."},"international_shipping":{"heading":"Free International Shipping Checklist","content":"Expand your business globally with confidence. This free checklist ensures you have everything in place for smooth and compliant shipments.","cta":"Download now","modal_headline":"Get the checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free checklist soon. In the meantime, start building your store with a free trial of Shopify."},"inventory_templates":{"heading":"5 Free Templates to Better Understand Your Inventory","content":"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. 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This simple template helps you set clear objectives and track key results for measurable success.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"one_pager":{"heading":"Free One Pager Template","content":"Present your ideas clearly and concisely. This template helps you summarize your key points perfectly.","cta":"Get the template now","modal_headline":"Get your template delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free template soon. In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing 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."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. 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