I ruthlessly unsubscribe from almost all newsletters. Eric’s one of a select few that I look actually forward to opening because it has proven itself consistently valuable for Shopify merchants.
— Kurt Elster, Ecommerce Strategist, founder of Ethercycle, and a top Shopify Plus Expert.
Past issues
Shopify Dispatch Issue #461 - 1st to 2nd order, Prime Day 2024 results
Issue #461 - July 24th, 2024 First Three Months After A First Order Kevin Hillstrom writes about getting a new customer to buy a second time. There's so much experimentation that can be done in the 1st to 2nd order space. The returns can be fantastic for those who keep...
Shopify Dispatch Issue #460 - Giving up customers, Visual product filters
Issue #460 - July 17th, 2024 McDonalds Kevin Hillstrom writes about giving up on customers and marketing channels. Use "Visual" Filters for Visually Distinct Product Attributes Since Shopify's introduced some standardized product attributes, many stores are going to be having the exact same product filters. This UX research from Sonia...
Shopify Dispatch Issue #459 - Gross Merchandise Value, Shipping and returns in Google
Issue #459 - July 10th, 2024 Gross Merchandise Value: Calculation and Best Practices Michael Keenan writes about how to use Gross Merchandise Value to track your store performance. Add shipping and returns information into structured data Google is now showing shipping and returns information in Rich Results. Ilana Davis writes...
Shopify Dispatch Issue #458 - ProductGroup structured data, Market renames
Issue #458 - July 3rd, 2024 Optimize Shopify SEO & Ads with ProductGroup structured data Ilana Davis details the big structured data change from Google around listing variants. With how much Google Merchant Center is using structured data, this could be a way to get a leg-up in both organic...
Shopify Dispatch Issue #457 - Shopify Editions Summer 2024, Standard product taxonomy
Issue #457 - June 26th, 2024 Shopify Editions Summer 2024 While I didn't see a single article about their Summer 2024 editions, it seems Shopify's released the landing page for it. It's full of things they've previously released, just released, and are going to (I really wish they make this...
Shopify Dispatch Issue #456 - Consequences of deep discounting
Issue #456 - June 19th, 2024 An Industry That Is Lost Kevin Hillstrom shows how many ecommerce retailers are just racing to the bottom with their discounting. Which marketing strategies are producing the best customers for your store? Analyzing your customers, orders, and products with Repeat Customer Insights can help...
Shopify Dispatch Issue #455 - Talking with your community
Issue #455 - June 12th, 2024 They're Lurking, And They're Fighting Back Kevin Hillstrom writes about how when you are building communities, you need to be present. It's usually better than buying more ads. Which marketing strategies are producing the best customers for your store? Analyzing your customers, orders, and...
Shopify Dispatch Issue #454 - Clicks impact ranking, Capture payment at fulfillment
Issue #454 - June 5th, 2024 Yes, Clicks and Engagement Impact SEO Ann Smarty reviewed Google documents from court cases and internal leaks to find out that clicks and time-on-site actually does impact Google ranking. A long time ago this was what everyone thought was happening, but years of public...
Shopify Dispatch Issue #453 - Mastering Structured Data
Issue #453 - May 29th, 2024 Mastering Structured Data ebook Ilana Davis writes about the Mastering Structured Data ebook, a collaboration of over a dozen SEO experts. Which marketing strategies are producing the best customers for your store? Analyzing your customers, orders, and products with Repeat Customer Insights can help...
Shopify Dispatch Issue #452 - Develop your merchandise, New checkout editor
Issue #452 - May 22nd, 2024 The Art of Coaching Kevin Hillstrom writes about working to develop your merchandise and even doing a test of it during this summer. New checkout and accounts editor for merchants on Basic, Advanced, and Shopify plans Shopify is replacing how they do checkout customizations...