Shopping Platforms & Marketplaces

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Growing a community today takes more than creating engaging content on social media. It’s about meeting customers where they are with creative in-person events. This is how Gym+Coffee scaled to become an eight-figure lifestyle brand that’s loved by its community. 

CEO and co-founder Niall Horgan launched the brand with his two best friends, and oversees events, partnerships, and retail expansion. Niall and his team plan well over 50 to 60 events a year, totalling more than 400 events to date.

Niall shares how to plan and execute a successful event that establishes a loyal community and dedicated customer base. 

 

How to grow your brand through events 

While not all online businesses have the ability to reach customers IRL, those that do should take advantage of the opportunity. Connect with local customers with these tips from a successful founder.

1. Make it personal 

“We’ve all been to events where you might not know people, you might feel a little bit awkward—maybe it’s your first ever fitness class. So we want to break those barriers immediately,” Niall says. 

To make guests feel comfortable, Niall welcomes every person that shows up to the brand’s group workouts and hangouts. “We introduce them around, tell them about us, and find out a little bit about them,” Niall says. People who attended the events became loyal customers, establishing a meaningful connection to the brand, its ethos, and the people behind it. 

Go out of your way to connect with everyone who shows up for your event, and they’ll become supporters of your brand. “If Gym+Coffee was personified, it would be the first person to welcome you to a fitness class as you come in the door, while other brands might be over in the corner taking a selfie,” Niall says.

2. Start small

“Our first events were small—20 people—but we used it to get the momentum going,” Niall says. You don’t need to have a huge following to host a live event. If you can start small, you’ll get feedback, and feel encouraged to keep going. 

The dedication helped Gym+Coffee grow the size of its events each time. “We committed to a 10-week event series to begin with. The first one started with 20 people, and by the 10th week we had about 300,” Niall says. The people you’ll meet at your first, smaller events will inspire and remind you why you’re doing what you’re doing. 

3. Collect information from your attendees 

As the team welcomed more and more attendees to their events, they made sure to grab their contact information and take note of which types of events were the most popular.

Once the Gym+Coffee team took over their first retail space, they were able to host events at the store and track attendees’ online purchases post-event. Collecting attendee information allows you to continue the conversation after the in-person interaction and build trust. Niall also uses this data to understand customer segmentation and profiles on a deeper level.

Establishing a popular event series can feel out of reach for new businesses, but starting small will help you grow into a well-known brand with impactful activations. Focus on the individuals who show up for you in the early days—and watch as they grow into your most loyal customers.

Niall shares more in the full Shopify Masters episode.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Many businesses are born from an idea too good to pass up. Whether it’s a brilliant invention, a unique twist on a classic, or a trending product with tons of market potential, a product idea is usually the first step to entrepreneurship.

But what if your desire to become an entrepreneur comes before your big idea? How do you find a product to sell when you’re starting from scratch? The process can seem intimidating, especially when it seems like every product possible is already available online.

Still, new brands emerge every day, proving there’s still room in the market for your idea. By conducting product research, watching trends, and evaluating customer demand, you can find a profitable product and build your own brand around it. Ahead, learn how to find a product—and an audience to sell it to.

What is product research?

Product research refers to the process of gathering information and data about a product and the current market for it. This includes research about brands who sell it (competitors), their customers, and the industry at large. Product research also involves analyzing that information to answer specific questions about the product, like market demand, viability, and the best sales channels. 

Product research is beneficial for new businesses looking for their first product, but it’s also a valuable tool for growing brands. It can help validate the move into new products or categories with a strategic approach that can help a brand avoid pitfalls and stay ahead of the competition.

16 ways to find a product to sell 

1. Solve a pain point
2. Spot trends before they emerge
3. Appeal to niche interests
4. Address an underserved market
5. Follow a personal passion
6. Consider your professional experience
7. Find product opportunities in keywords
8. Leverage social media
9. Browse online marketplaces
10. Improve an existing product
11. Research products with higher profit margins
12. Meet the demand for sustainability
13. Attend trade shows and fairs
14. Consider personalization
15. Analyze international markets
16. Get inspired by social change

1. Solve a pain point

Many profitable products on the market aim to solve a problem (or pain point). In assessing customer demand for a product, pay attention to challenges people have with the products around them. Social media and customer review sites are great places to mine for ideas.

Solving a pain point isn’t always inventing a new product altogether. Sometimes, you’ll be able to identify a gap in your competitors’ approach to that product’s design, or a pattern of poor customer service in a particular industry. 

How can you iterate on an existing idea to solve a common frustration? Gloria Hwang did just that when she built her brand, Thousand. She found many cyclists who didn’t wear helmets cited style as one of their reasons. “If you can make a helmet people actually want to wear, you can help save lives,” she says. Gloria’s brand focused on style—and safety—to reinvent an everyday product.

2. Spot trends before they emerge

Here are a few ways to keep an eye on products with trend potential so you can act on the opportunity:

• Social media: This can be as basic as scanning trending hashtags and following influencers in a specific genre. Most platforms have a trending tab or section. You can also use social listening tools to identify and monitor trends over time.
• Google Trends: Here, you can see the popularity of trends over time. As with fashion, trends tend to cycle back around, and Google Trends may be able to help you predict the next wave.
• Trade publications: Publications within your field may have insights or trend predictions based on research and historical trends.
• Current events and pop culture: Profitable product opportunities may be found by following the media about what’s happening in the world. Trends often emerge from popular TV shows or world events.
• Technological advances: New technology can spark customer demand for products that use it. Consider the surge of “smart” appliances and devices that come to market after every advance in AI and machine learning.

Miguel Leal identified a trend in one industry and repackaged it for another. His brand Somos found that supermarket Mexican food products weren’t advancing alongside his favorite Mexican restaurants. Miguel took trends from popular restaurants and brought them to the grocery aisles. 

3. Appeal to niche interests

When people are passionate about a particular hobby or interest, they’re usually more inclined to invest money to get the exact product they want. This is why understanding your target market is important. This is an easier task if you’re selling to a group you belong to. Do you play pickleball or attend a weekly knitting circle? Chat with fellow enthusiasts to learn their preferences and pain points.

Narrowing in on a niche may mean a smaller market, but it could be a loyal one if you nail the product-market fit. This approach can be even more successful if you find a niche underserved by the current products on the market.

Solé Bicycles doesn’t just sell to cyclists. The brand designs products for those who view their rides as a “mobile canvas” to represent their personality and style. That’s why a wide array of bold color options are essential to Solé’s offering and aspirational lifestyle imagery is central to its marketing. 

4. Address an underserved market

Underserved markets aren’t limited to hobbyists with niche interests. They can also include entire demographics of people ignored by the current brands on the market. For example, LGBTQ+ people may discover the wedding industry doesn’t always cater to their needs, more often offering products designed for hetero unions. Uncovering gaps like these can help you find a product customers want.

Yelitsa Jean-Charles identified a gap in the toy market for dolls for Black kids that celebrated curly hair. She designed Health Roots Dolls to create a product that she would have wanted as a kid—one that taught girls to love and style their own hair. “When you’re ignored by the mainstream media, you have to become a problem solver,” says Yelitsa.

5. Follow a personal passion

Choosing a niche based on your own interests is one of the most common entries into entrepreneurship. Many businesses have sprung from hobbies including makers who scale their craft to sell handmade goods online. 

Founder-market fit matters, because you’ll be better equipped to stay motivated and overcome hurdles of building a business if you’re deeply invested in what you’re selling. And, you’re more likely to understand your target market when you already embody your ideal buyer persona.

Sarah Chisholm’s career as a dancer ended abruptly. That’s when she turned to a passion to create a new path for herself. She spun her love of food into Wild Rye Baking Magic, a brand that sells premium cake, frosting, and pancake mixes. Relying on existing knowledge and contacts, Sarah built her business with support. “Nobody is going to know your local community better than you,” she says. 

6. Consider your professional experience

Past experience can go a long way to helping you succeed in a future business. Did you leave a career as a coach? Try finding a product with an amateur athlete audience. Have experience in teaching? Create a suite of courses to sell online as digital products. Your experience means you’ll understand your audience, have contacts in the industry, and can easily gain trust due to your expertise.

RetroSupply is a brand that sells vintage-inspired fonts and other design assets for graphic designers and illustrators. Founder Dustin Lee pivoted from running a freelance web design shop to generating more passive income through RetroSupply’s selection of digital products.

7. Find product opportunities in keywords

Gaining organic traffic from search engines is a great way to grow a business. But with plenty of competition and Google’s ever-changing algorithm, SEO can be daunting for new business owners.

However, you can use keyword research to find opportunities where the search volume is high (meaning the product is something people want) and competition is low (meaning it will be easier to rank for the term). There are several keyword research tools and browser extensions you can try—some are even free. 

Remember that Google isn’t the only place where people start their search. Increasingly, social media platforms are the places where consumers—especially younger Gen Alpha and Gen Z shoppers—turn to for product discovery. Pinterest, Instagram, and TikTok search data can be great sources for product ideas for these demographics.

8. Leverage social media

While you’ve learned that social media can be a great place to spot trends and conduct keyword research, it’s also a great platform for testing your ideas, learning about audience behavior, and getting inspired.

Mush Studios co-founder Jacob Winter stumbled upon his business idea when his rug-making TikTok videos went viral. The interest in his creations told him there was a market for his hobby. Since he had already built an audience as a creator, he understood how to speak to—and sell to—them.

9. Browse online marketplaces

While it’s possible to sell on Amazon, Etsy, and eBay alongside your standalone Shopify store, you can also use these marketplaces strictly for research. Within each, you’ll find lists designed for shoppers that can uncover insights for product opportunities. Here are a few links to get you started:

To dig a little deeper, consider using a tool like Jungle Scout which helps you identify opportunities by examining data that includes top-selling products and popular sellers.

10. Improve an existing product

Customer reviews can be a goldmine for finding a product to sell. That’s because reviews uncover customer pain points with existing products. Once you’ve narrowed down to a product, category, or industry, browse reviews on existing top selling products to see where they’re lacking.

This also goes for existing businesses. If you’re looking to find the next product to sell under your brand, your own product’s reviews will uncover customer desires. Use these as a guide to developing your next product. 

With dozens of generic olive oil options on grocery shelves, it’s hard for the average consumer to understand what they’re buying. Brightland’s Aishwarya Iyer decided she could improve upon a common pantry staple with great branding, customer education, and carefully selected production partners. “There’s got to be something here where we can build a brand that people feel really excited by and people want to put it out on their countertop,” Aishwarya says.

11. Research products with higher profit margins

Products with higher margins—that is, those with low expenses and high potential for profit—are a great place to start, because the risk is much lower. When pricing your products, you need to account for the cost of goods sold (COGS) to determine your retail price and profit margin. COGS includes any cost to create, promote, store, and ship a product.

Look for low-cost items that can generate a high return on investment (ROI). Some products with high profit margins include children’s items, specialty products, candles, and private label products.

12. Meet the demand for sustainability

Consumer trends increasingly point to a demand for brands that do good. This includes everything from sustainable business practices to eco-friendly products. Younger consumers are especially drawn to brands with values that match their own. Meet customer demand by selling a sustainable product. 

A few approaches to finding a product to sell in this category include researching other sustainable businesses to find popular products and designing a sustainable version of an existing product.

Tsuno founder Roz Campbell saw an opportunity to improve on an everyday personal care item. She not only designed sustainable period products but also created a one-for-one program that donated products to girls in need. She invests proceeds in partner organizations that send girls to school.

13. Attend trade shows and fairs

Understanding the current landscape and your potential competitors is an important step in the product research process. If you already have an industry or product category in mind, seek out trade shows, markets, and other events to conduct competitive analysis and discover good product ideas. Pay attention to which booths are generating the most buzz. 

14. Consider personalization

One way to stand out from competition is to offer unique, customized, and one-of-a-kind products. A print-on-demand model allows you to execute this concept for merch like t-shirts and mugs without having to make products or carry inventory yourself. 

Pluto Pillow jumped on the sleep hygiene trend to reinvent a product in everyone’s home. Their pillows are custom designed to each person’s specifications including sleep position and preferences. 

Note: Personalization can extend beyond the product itself. If you’re selling an existing product in a competitive market, stand out by offering a personalized shopping experience around your brand.

15. Analyze international markets

International markets may be the key to the next big thing in your region. Trends in other countries may catch on beyond their borders. Consider the boom of Korean beauty in North America in the early 2010s. Look at regions that typically influence the culture where you live: Can you spot a trend before it catches on?

You can create your own products in the spirit of those popularized in other regions, or you can opt to become a local distributor or reseller for an existing brand. That’s what Gillian Gallant did when she discovered Paper Shoot Camera on TikTok and knew it would be a hit in North America.

16. Get inspired by social change

In addition to sustainable products, companies can demonstrate their values in other ways. Social impact brands can build loyalty with customers who share those values. If you’re selling a common item, tying it to a cause can be a great differentiator between your brand and your competition.

Hippy Feet is a brand selling socks and other accessories, with 50% of profits supporting non-profit partners. Customers buy the brand’s socks not only for the creative patterns and wide variety of options—they also do so because it feels good.

Validating your product idea

Product validation truly happens when you make a sale and confirm your hunch. Still, there is plenty you can do ahead of choosing a product to determine if it will sell. 

• Conduct product research. Evaluate the market and your competitors.
• Do market research. Try focus groups, surveys, or even social media callouts to get feedback from potential customers. 
• Run the numbers. Does the product have potential to profit? Understand your costs and determine the ideal retail price to find your margin.
• Try a crowdfunding campaign. Securing some level of interest and investment from potential customers before you launch your ecommerce business is undeniably valuable. 
• Run a pre-sale. Similar to the above, you can gauge genuine interest from customers by selling the product before you manufacture.

“I’ve always been taught to take smart risks,” says Nancy Twine, founder of Briogeo. “So I knew that if I was going to leave my career in finance to start my own company, I wanted to feel really good about what I was going to embark on.” For her, that meant investing in market research and building the company slowly while she was still employed.

Product opportunities are everywhere

Whether you’ve narrowed in on a product category or you’re starting from zero, there are plenty of places to find profitable product ideas in high demand. Tap into search engines, social media and Google Trends. Look at best selling products from other brands. And, look for trending products or an underserved audience in niche markets.

Once you’ve landed on niche products for your online business, you’ve taken the first step to your future as an entrepreneur. Set up your online store and start investing in digital marketing to reach your ideal customer. You’re ready to start selling products online!

Feature illustration by Isabella Fassler

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Lauren Kleinman is the woman brands call when they want headlines. She‘s at the helm of Dreamday, a PR agency with an impressive roster of clients: Brightland, Clevr and Fly by Jing, to name a few. 

Dreamday has helped some clients triple their press hits and unlock six-figure revenue from affiliate marketing. Laura says the agency‘s success comes down to combining traditional PR outreach with an affiliate marketing strategy to help publishers size up business opportunities when partnering with a brand. It‘s a win-win: The brand gets customers from the press coverage and the publisher makes a commission on purchases driven by the content.

Ahead, tap into Lauren‘s winning approach for your own brand.

 

3 ways to win with a PR strategy

Through her years of experience Lauren has developed a strategy that drives results. Here‘s what‘s in Lauren‘s PR playbook for direct-to-consumer (DTC) companies.

1. Get started with affiliate marketing

“Probably 95% of publications that are recommending products are getting a commission on the back end anytime a consumer is purchasing that product,” Lauren says. In other words, the opportunity in affiliate marketing is huge.

As the first step, Lauren recommends businesses join an affiliate network, which will help connect them to publishers. Businesses can usually expect to pay a 10% to 20% commission on purchases that come through a partner‘s affiliate link.

There are many different types of partners in each stage of the marketing funnel, from top-tier publications at the top of the funnel, content creators and bloggers in the mid-funnel, and loyalty and coupon programs at the bottom.

2. Make news with your brand

PR isn‘t necessarily pay-to-play. Lauren says the clients that make press coverage an easy sell already have an interesting founding story or are constantly innovating or participating in a larger cultural conversation.

Press doesn‘t necessarily have to be tied to new products. Lauren explains that being willing to share an insight into why the company made a decision can also be a reason for coverage.  Data that conveys the success of a product can also be enough to drive interest from the media.

3. Don‘t sacrifice brand equity for performance

Lauren noticed that some performance marketing agencies focus so much on results that they water down the brand. To address that need, Lauren created a second agency called The Quality Edit, a publisher that helps businesses with editorial, paid social media strategy, ad creative, influencer casting, and more. “There‘s always going to be that fine balance of creative versus performance, but I think what we‘ve cracked at The Quality Edit is kind of the sweet spot of both,” she says.

To learn more about Lauren Kleinman and how she runs both Dreamday and The Quality Edit (while creating an award-winning, supportive company culture), listen to her full interview on Shopify Masters.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

As a merchant, handling business payments, managing vendor relationships, and dealing with accounting software can take more of your time than it should. Oftentimes you may find yourself hopping between systems to pay invoices or upload payments to your accounting software. That time spent on administrative work adds up and takes you away from what’s important: growing your business. 

That’s why we built Shopify Bill Pay powered by Melio, a fully-integrated business payments tool that helps you easily pay invoices without leaving your Shopify admin. 

What is Shopify Bill Pay?

Shopify Bill Pay is a business payments app that lets you easily schedule, pay, and manage your business invoices from your business admin.

With Shopify Bill Pay, you can keep track of all your vendors, suppliers, and contractors in one place. Regardless of your payment method, you can let vendors decide if they want to receive funds by check or bank transfer. 

Now, you can save time paying your business bills and stay on top of your cash flow all from Shopify. And the best part? There are no signup or subscription fees. 

What are the benefits of Shopify Bill Pay?

Everyone pays and gets paid their way

If your vendor only accepts checks, that’s okay. With Shopify Bill Pay, you can pay via Shopify Balance, credit or debit card, or ACH bank transfer, and vendors can receive payments through ACH bank transfer, paper checks, or international wire transfers. This flexibility strengthens vendor relationships while ensuring everyone’s needs are met.

Pay vendors worldwide

Geography shouldn’t keep you from working with the best vendors and suppliers in the industry. Shopify Bill Pay lets you pay vendors worldwide without any complicated workarounds. This allows you to form relationships with vendors outside of the US and manage everything from the same place. 

Stay on top or your invoices 

Misplacing or losing track of your bills can result in missed deadlines and late fees. To ensure you keep tabs on all your bills, you and your vendors can send invoices to your dedicated Shopify Bill Pay email address.

Your invoices will automatically populate in your Bill Pay dashboard for your review. All your invoices are centralized in one place, organized, and ready for you to schedule payment.

How Shopify Bill Pay works

The first time you pay a vendor through Shopify Bill Pay, your payment preferences will be stored for future use.  You can change these preferences at any time.

If you’re paying a vendor for the first time, you’ll quickly add the vendor’s details to process payment. After that, their details will be saved for future payments—and your vendors don’t even need to sign up. 

Tips to get the most out of Shopify Bill Pay 

1. Use your credit card to earn rewards and cash back

With Shopify Bill Pay, you can pay all your bills by credit card and earn rewards and cashback in the process—even when a credit card isn’t an accepted payment method. Along with racking up points, paying by card is secure, gives you cash flow flexibility, and can have faster payment processing times than alternative payment methods.

2. Use payment scheduling to never miss a payment 

Shopify Bill pay lets you schedule when payments go out so you can pay as close to the due date as possible. This ensures your vendors get paid on time while you avoid early payment cash flow issues or incurring late fees. In addition to maintaining strong vendor relationships, this may result in more favorable terms in the future. 

3. Sync to Gmail, QuickBooks® Online, or Stocky for seamless workflow and reconciliation 

To easily import and track all your bills and reduce manual administrative tasks, try syncing Shopify Bill Pay with your Gmail, QuickBooks® Online, or Stocky account.  

Vendor details and all of your unpaid, scheduled, and paid bills will automatically appear in your Shopify Bill Pay dashboard. This adds up to big time savings and fewer mistakes resulting from manual entries.

4. Pay bills with Shopify Balance to save on transaction fees 

Get free standard bank transfers (3-4 days processing time) when you pay bills with Shopify Balance.

You can use Shopify Balance to pay any business bills—utilities, rent, contracted work, purchase orders, and more. Plus, your vendors can still receive payments via check or ACH bank transfer.  

Pay any business, any way you want today

Shopify Bill Pay helps you save time on paying bills and stay on top of your cash flow without having to juggle between multiple tools. It’s free to install, and there are no signup or subscription fees. Spend less time on administration and focus on what matters most: your customers, your products, and growing your business. 

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Often, cultivating a loyal community online is one of the best ways to build a brand. But how do you make content that’s relatable and rallies the support of strangers? Liah Yoo has the answer. 

Liah is the founder of KraveBeauty, a multimillion-dollar skincare company that’s resetting industry norms. Her brand focuses on limiting the number of products used in a typical skin care routine to minimize breakouts. 

Liah founded her company after she documented her own journey with adult acne on YouTube. She built a community of more than one million subscribers before launching her market-disrupting brand.

Ahead Liah shares the strategies that helped her connect with a large audience online. 

 

3 ways to build a community online 

Lilah has been creating content on social media since 2011. Tap into more than a decade’s worth of her experience to grow your own community.

1. Find a problem you already have 

If you want your content to perform well on social media, address a problem you understand first hand. “Community gets built really easily around a shared problem,” Liah says. As soon as she began making videos documenting her struggle with adult acne, people started subscribing to her channel. 

Lilah was vulnerable about her own frustrations, and how confused and overwhelmed she felt with the industry. “Oftentimes with acne-prone skin, we’re applying way too many products, and sometimes you need to press reset and simplify in order to clear your skin,” Lilah says. Her content was enjoyable because it not only was relatable, but came from an authentic point of view. 

2. Create a slogan that embodies your brand

Lilah highlights the importance of having a slogan for your content. “Nike has, ‘Just Do It’ and Apple has, ‘Think Different,’” she says. “Your slogan represents your brand and the lifestyle you want other people to also join and live together. For us that was definitely #PressReset.” 

The slogan refers to resetting thoughts around routine, the industry’s waste, and other jargon brands use to scare or upsell customers. Lilah uses the slogan throughout her content, including as a hashtag on her posts. 

3. Focus on value for your audience

So many influencers sell skin care products online that it can be unclear what actually works and what’s excess. Lilah focused her content on providing value in the form of helping and informing her audience.

Frustrated by all the contradicting information sold to her by popular skin care brands, she wanted to promote the fact that you don’t need expensive treatments or topicals to heal. “The industry makes you feel like you need to apply more products, go through a laser treatment, or take accutane,” Liah says. 

If you can create content with helpful, tactful information, people will keep coming back for more. Developing personal expertise is important when it comes to making your posts engaging online—and earning the trust of your target audience.

To learn more about KraveBeauty and Liah Yoo’s social strategy, tune in to the full Shopify Masters episode.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Raised Mormon, Hannah Perry followed the path expected of her. After graduating college, she didn’t join the workforce alongside her classmates. Instead, she married and had children. “This is what you’re supposed to be as a woman,” Hannah says she was taught. 

Her life appeared idyllic on the surface, but underneath, she felt like something was missing. “I knew I was gay. I was a late bloomer for sure,” Hannah says. After coming to terms with her feelings, she prepared to start over, faced with finding a way to support herself and her family. “It was the darkest, scariest time of my life,” she says. “But there was a light at the end of the tunnel, and I’m there now.”

In her words, Hannah shares how she overcame challenges to build her own thriving business. Hear her story of growing Floof Cotton Candy from an idea into a celeb-favorite confection brand.

Name: Hannah Perry
My business: Floof Cotton Candy
Products: Cotton candy cakes
Year founded: 2020
Based in: Auburn, California

Why I started my business:

I knew that I was getting separated, and I had a certain amount of time to make money, provide for my family, and hopefully stay in my home.I was really trying to find something I could do where I was with my kids full time and somehow still work.

I was so motivated to work so hard. I’ve always been like that. I put myself through college. I never took out a loan. Most of the time I had two jobs. I’ve always had side hustles.

Thirteen years ago, there was a seed that was planted of wanting to start a cotton candy company. And it was just like this crazy dream, but I thought at the time, “I can never do that.” 

My thoughts with the cotton candy stuff was [to open] a cart. I could do the cart at events and be a weekend warrior because that’s when I have childcare. 

The early days of my business:

I built the first cart out of a jogging stroller and with a wood box to sit on its frame. 

I was making cotton candy tubs and experimenting with my own sugar bases because I wanted it to be really specialty and extra. I’d put my kids to bed, and 8 p.m. to midnight were my hours for mixing sugars and trying flavors. I was getting my name out there, and doing local pickups for friends. I would bring all these flavors to people at my running club to try and get their opinions. 

During the early stages, I was also training for a 50 kilometer ultra run. I don’t know how I did it all while I was going through a separation.

It’s hard to remember the emotions I was feeling so early on in the stages. I remember it being exciting and a break from the chaos of my life. I felt like I was being productive. And even though I wasn’t making money [yet], I was doing my own thing. I wasn’t thinking this cotton candy was going to be a real job. 

Developing my signature product:

I remember turning over a deli container tub [filled with cotton candy], taking it out, and it looking like this little cake because it was all compact. I put a candle on the top, but I hadn’t cut it or anything. I just thought it was so cute.

I then tried to find a bigger sort of deli style container. I had this Costco-sized cottage cheese container from my mom. I made what I usually make in this bigger container, and I remember flipping it over and thinking, “I just created the coolest thing ever.” 

I knew then that my business was taking a turn and it was going to be focused on these cakes. I was so confident in that moment that this was it. It was a pivotal time.

Getting my big break:

I was sick of explaining how to care for your cake, so I put together this little instructional video.

The video wasn’t meant for everyone—it was meant for the people who ordered a cake. So it was a huge surprise when it went viral on TikTok. The amount of comments and emails from people wanting one was insane.

At this point, I was experimenting with shipping, but most of it was just local. I didn’t have a shipping setup on my store yet—it was all through email. It was madness. I felt so overwhelmed and so excited all at the same time. 

It was crazy, but I couldn’t stop. I knew that this was my time and that trends can burn out. And it was hot right now and I didn’t want to lose that opportunity.

Biggest celeb encounter:

It was midnight and I got an email. It was from Charlize Theron’s house manager. She said, “Her son saw your cakes on TikTok and just loves them. He has a food allergy, so this is absolutely perfect for him. We know that you’re sold out, but I’m really wondering if we can make this work, if you could send us a cake.”

And it hit me so hard that I had built a business where people really wanted this and it was sold out. I remember sitting on a stoop and crying and finally, for maybe the first time, feeling like I was so proud of myself.

The most challenging part of becoming an entrepreneur:

With the business side of things, it was completely overwhelming. I had never taken any sort of business classes. It was not my thing and not my strength. And I think that is exactly what stops people from starting their business.

Now that I had this product and people wanted it, it came along with so much other boring stuff. I had done the fun part and now I had to deal with the numbers.

In the beginning, my list was so insanely long. There was just no way of getting through it every day. You’re raising babies and trying to just get through, make product, and somehow you’re supposed to call the state tax franchise board for your seller’s permit number.

My favorite part of running my business:

I love my cotton candy cart. It’s not my main source of income, but I love having it because events are where I started and I find so much joy being out in the community, being at weddings, and meeting people. Being around people gives me energy. It’s just magical.

When it all clicked for me:

Before I got the keys [to my commercial space], there was so much fear and intense energy. I was really nervous moving in. Once I got the keys and opened the door, I had this feeling like it was all going to work out. As I’ve grown and found myself through these last few years, and with Floof, I listen to those feelings now, because I can trust them. I really felt so excited and ready, even though there was a lot of turmoil before. I’m like, “This was the right decision. This is it. I’m going to grow here.”

My most-used marketing channel: 

I did get on the TikTok train early on. I had this feeling like it’s the best way for your content to grow organically. When I started on TikTok, it was still about girls learning dances and stuff. But I was seeing other small business owners really thrive there. So I was like, I’m going to start posting videos. I wanted people to know about it, but I still wasn’t ready to go viral and be shipping yet.

I actually love making content now. I found a lot of joy in sharing my story and my experiences and what’s going on in the Floof kitchen.

Making the switch to Shopify:

I was using Wix before, and it was really easy to build the website, but I needed to have a website that could handle more. A lot of people were talking about Shopify. 

It’s tricky to shift your whole business but it was crucial to do because I really needed more from my website. I remember having to transfer my URL, my DNS. There were some things like that that you had to switch over to then move your store. When I was ready to transfer from Wix, it was pretty smooth.

Shopify really just made my business feel more professional, and it saves me a lot of time in communicating with customers.

My top Shopify apps:

I was able to get a form builder on my website so people could write down all of the details of their event. There was so much less communication back and forth because they gave me all the information. Having a delivery date app where customers could pick a delivery date was also huge. 

Best customer feedback:

It gets me every time when a mom writes and says, “My kid can’t have gluten and eggs. They haven’t had a birthday cake in years and they absolutely loved it.” Seeing the videos and the excitement on people’s faces, it still shocks me and hits my heart. I will never get sick of seeing that.

What’s next:

My business is thriving and growing. I started in a little kitchen nook and now I’m moving into a commercial kitchen with a storefront attached. 

My dream for my business is for Floof to be a household name. I want this to be a common thing that you have at a party. I think with more and more people having food allergies, there needs to be a product like that out here. I want everyone to know about it. 

I also want to get to a place where the business can run without giving so much of my time and myself. I would love to get to the place where I can spend more time relaxing. I don’t quite remember what that’s like. 

The advice I’d give to other entrepreneurs: 

If you have in your soul this art that you want to share and this idea that you know could be good, really go for it. Know that it’s going to be a lot of work, but there is so much strength and freedom in doing your own thing and being able to put your heart and soul into something. It will change your life, your personal life, your relationships. It is not an easy road, but it is so worth it.

Note: This interview has been condensed and edited for length and clarity.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

It’s 1960. A couple walks into their local furniture store and buys a complete living room set, right off the showroom floor. Twenty-five years later, their children inherit that same set for their first home. For many years, these were the only two options: shop at a physical store or get a hand-me-down. 

In the past two decades, technology has helped brands replicate the in-person shopping experience online, paving the way for even more furniture businesses—and more choice. And there’s still room in the market for those looking to launch a furniture business, selling directly to consumers without the showroom. 

Ahead, hear from experts in the home goods industry to learn how to start a furniture business of your own—everything from sourcing products to managing inventory to marketing your brand. Transform your idea into reality with this step-by-step guide to building your own online furniture store. 

How to start a furniture business in 12 steps

1. Choose your business model
2. Finance your furniture business
3. Build your furniture brand
4. Source furniture (for designers and resellers)
5. Set up shop (for furniture makers)
6. Manage furniture inventory and storage
7. Learn to photograph furniture and home décor products
8. Set up your online furniture store
9. Expand your selling channels
10. Market your furniture business
11. Set up shipping, returns, and customer service
12. Read the fine print

There’s plenty of competition in the furniture market, especially if you factor in the giant share of affordable global chains. That’s why it’s important to differentiate your products, find your unique selling proposition, and build a memorable brand. 

Let’s walk through the first steps to launching your furniture brand and starting a business online.

1. Choose your business model

There are multiple ways to launch a furniture business and sell home goods online and in-person. The avenue you choose will depend on a number of factors, such as your skill level, startup budget, and storage availability. Before you develop your business plan, let’s review the different business models.

Furniture maker

This type of business involves designing and building furniture by hand in your own workshop. You may choose to build and sell a limited number of styles by keeping inventory on hand or adopting a made-to-order model. Or you may offer a custom service that allows your customers to request specific dimensions and features. A furniture maker business requires that you have technical skills, specialized tools, and a dedicated workshop space.

Furniture designer (working with a manufacturer)

Rather than actually building the furniture on your own, you can choose to design it and work with a builder or manufacturer to create the products for you. You may require some specialized drafting skills and an understanding of materials and construction so you can communicate effectively with factories.

Curator and reseller

In this model, you would sell a number of items from different brands or makers, curating collections that are unique to your brand. While you aren’t designing and making the items on your own, there is a need for creativity in building a cohesive brand and for using storytelling, photography, and customer experience to sell products. In this case, you would purchase items wholesale from other brands and ship them directly to customers. An understanding of trends in the furniture industry would be essential for success. 

Dropshipper

This method is the same as the one above, but is a hands-off option if you aren’t able to store or ship the items yourself. Look to work with makers and brands that are willing to ship directly to your customers on a dropshipping model, cutting yourself out of the supply chain.

Vintage reseller

This is another curator/reseller model that focuses on one-of-a-kind vintage or antique pieces. We’ve listed this as a separate category because the sourcing methods are quite different. You’ll need a knowledge of the vintage market to identify what pieces have resale value and what’s in demand. It’s also helpful to have skills in furniture repair and refinishing to be able to restore vintage finds. Generally, vintage and antique furniture dealers will require a significant amount of space for inventory, unless you opt for a consignment model.

💡Tip: Many vintage resellers get their start by finding and reselling used furniture through marketplaces or even local buy-and-sell sites. This is a great way to try your hand at selling furniture as a lucrative side hustle before you expand to a full-time furniture business.

2. Finance your furniture business 

How much does it cost to start a business selling furniture online? Well, that answer depends on what business structure you choose. 

⬇️ On the low end: It’s possible to get started with a few hundred dollars if you plan to dropship, as there is no need to hold inventory. A custom or made-to-order furniture business can also have low startup costs—that’s if you already have a hobby workshop. This model will allow you to buy materials as you go, so there’s no need to invest much upfront.

⬆️ On the higher end: If you don’t already own the necessary tools and equipment to start a maker business, expect to spend tens of thousands of dollars to set up a workshop. Also consider the cost of space rental (if applicable), utilities, and safety equipment (like proper ventilation). Resale businesses can also be costly to start, as you will be required to buy and hold inventory.

It’s possible to start a furniture business from home if you have a suitable space (basement or climate-controlled garage) for storage, but forecast out what the costs might be to scale to a dedicated space or work with a warehouse partner.

Financing options for furniture sellers

As with any small business, there are several funding options. If you don’t plan to bootstrap (that is, reinvest profits into the business), you may need to find outside funding. Crowdfunding is a popular option that allows you to pre-launch your furniture business and seek funding from potential customers. Bank loans, small business grants, and venture capital firms may also be sources of funding for your business. A solid business plan will help you secure funding from investors.

3. Build your furniture brand

It’s important that you define your brand at this early stage. Answering a few questions will help you tell your brand story, carve out your visual aesthetic, capture your mission statement, and more clearly envision your ideal customer. 

Now that you’ve decided whether you will make or resell furniture, pick a lane for your furniture business. Will you only sell sofas and go deep on one product? Are you interested in jumping on a hot trend? Do you plan to focus on well-built minimalist pieces for small spaces? What about tapping into the growing number of people working at home and selling unique office furniture?

Consider the following when picking a business model or angle (with examples):

• Category/use: office furniture, outdoor living, home accents
• Product: sofa beds, dining tables, nursery items
• Style: midcentury modern, minimal, rustic
• Customer: students, apartment dwellers, cottage owners
• Niche: “smart” furniture, modular pieces, furniture made from recycled materials
• Cause: fair trade, handmade locally, sustainable
• Price: low retail/high volume, high end/bespoke

When Chris Hughes launched his brand Timberware, the possibilities in woodworking were infinite. “We hadn’t found our niche yet, so we just built a bit of everything,” he says. Chris found that trade shows really helped him hone his offering. Trucking heavy furniture back and forth from these shows wasn’t easy, but the exercise helped him understand the market and find his focus.

Your branding exercise would start with market research that examines the following:

• Your target customer profile. Where do potential customers already shop? What social channels do they frequent?
• The local market. If you plan to sell locally or open a brick-and-mortar store, understand the furniture landscape in your area.
• Competitors. What features does your brand offer that your competition does not? You can attract customers with a unique selling proposition. 
• Trends. Examine furniture design trends, home trends, ecommerce design, and any other trends that may impact branding design decisions. 

Once you’ve conducted market research and honed in on a niche, put it to paper. Make a clear statement about what you have to offer, then layer on your mission, brand values, and brand promise. Now that you have clear brand guidelines, you will continue to reference them as you design your site and curate your collection. 

For home and furniture company GOODEE, establishing brand values was something that evolved out of founders Byron and Dexter Peart’s previous business, fashion brand WANT Les Essentiels. “It was really about this balance between things that mattered and what people really wanted,” says Byron. 

Through experience, the brothers found that people felt torn between two choices: luxury or sustainability. “We wanted to build GOODEE as a response to that,” says Byron. The brand takes a clear stance: the two are not mutually exclusive. Dexter and Byron leveraged their business and design experience to curate a collection that delivers on their solid brand values.

4. Source furniture (for designers and resellers)

How you source suppliers or manufacturers depends on the type of furniture business you plan to start.

Designers

For furniture designers who do not plan to make the furniture themselves, look for a trusted manufacturer. “The closer you are to your production and your supply chain, especially in the beginning,” says Dexter, “the easier it will be to build and forge partnerships with whoever’s making your products.” 

When you’re getting started and you don’t have familiarity with manufacturing, it’s recommended that you find a manufacturer that will allow you a lot of oversight and who will work with you as a partner in your business. 

Resellers

If you’re looking to resell products by others, you can hit the pavement and approach makers and brands to ask about wholesale pricing and terms. There are also wholesale marketplaces that allow resellers to browse vendors who are actively looking for retail partners. 

Vintage sellers

Vintage sellers source furniture in a number of ways. Due to the nature of the business, you’ll need to be consistently on the hunt to ensure you have inventory. Here are a number of sources to get you started:

• Auctions. Sign up to receive notifications for auctions in your area. Some of these take place in person, but there are several online auction sites like eBay and MaxSold that allow you to browse and bid on your own time from home.
• Estate sales. These can be a goldmine for a lot of vintage items in one place. Stay on top of upcoming sales by getting on the email list of local estate sale management companies. 
• Online marketplaces and classifieds. Sites like Craigslist and Facebook Marketplace might turn up some treasures, as well as listings for yard sales, moving sales, or estate sales. 
• Flea or outdoor markets. Showing up early means first dibs, but you’ll get the best deals at the end of the day and the end of flea market season, when dealers are looking to unload stock.
• Collectors. Private collectors may be interested in working with you to unload some of their stock. These are people you may meet as you start building contacts in the vintage community. 

Dropshippers

Furniture dropshippers can browse a number of dropshipping suppliers and directories, like AliExpress. It’s also possible to set up dropshipping terms on an individual basis with select furniture brands. For example, GFURN has a dedicated page highlighting its dropshipping program.

5. Set up shop (for furniture makers)

For furniture makers, starting a furniture business can be costly if you don’t already own tools or have a dedicated workshop. Like Chris, you can start with the basics and expand your toolbox as your business grows.

Chris’s advice for setting up your own furniture workshop:

1. Keep your workshop tidy. “A clean and organized shop is a safe and productive shop.”
2. Consider workflow. “What tools do you need to have in order to accomplish what you want to do? What order will they be used in? This will help you figure out the layout for each main piece of machinery. From there, you just find the best place for the smaller stuff.”
3. The table saw is the heart of your workshop. “Make sure you have enough space around it to make the cuts you need.”
4. Manage dust. “Where should your ducts be run for maximum efficiency?”
5. Light it up. “For lighting, go bigger than you think you need. You can never have too much light in the shop! I recommend going with LEDs everywhere.”

Don’t forget that your workshop will likely be a work in progress. “Start with what you can afford and slowly grow your tool arsenal,” says Chris. He started his business with savings and bootstrapped, upgrading as he grew by reinvesting profits back into his workshop. “Be patient and don’t overextend yourself.”

6. Manage furniture inventory and storage

If you’ve decided to make or resell furniture and are not dropshipping or making to order, be sure to consider your space needs. As we mentioned in the financing section, this could account for a considerable chunk of your startup costs. 

“In the earliest stages, warehousing is in your garage. It’s in your bedroom,” says Byron. “That’s the natural way for a business to start.” He says it’s important for new business owners to be close to the full supply chain in the beginning. 

Only after managing this aspect yourself can you understand what you’re looking for in a warehouse partner. One who, as Byron says, “will share your values with the same rigor and discipline as you would yourself.”

When deciding how and where to warehouse or store your products, consider the condition of the space. Many materials like wood and natural fabrics are susceptible to extreme temperatures, pests, and fluctuations in humidity. If you live in a cold climate like Canada, for example, your home’s unheated garage might not be the best long-term solution for inventory storage. 

Warehousing and storage solutions for furniture:

• Dedicating a room inside your home for this purpose
• Renting a climate-controlled storage space (best for overflow inventory that you don’t need to access regularly)
• Working with a warehouse partner who also handles shipping and order fulfillment 
• Renting/buying your own dedicated office and warehouse space

7. Learn to photograph furniture and home décor products

As with clothing, furniture is very personal. Without a fitting room or showroom, it’s up to online businesses to replicate as much of the in-person buying process as possible. Scale and size, texture, and detail are all important aspects to capture when photographing furniture and home accents. 

Photography is key for a curated brand like GOODEE. “There’s something very democratic about us curating and finding these beautiful objects,” says Dexter. “And then showcasing them in the same way.” Photography, owned by GOODEE, creates consistency across the brand’s website.

When you’re starting out, you can shoot your own product photos using a DSLR (or even a smartphone) and simple lighting kit, or work with a professional photographer.

Photography tips for your furniture store:

• Scale is important. Aside from providing detailed measurements in the description, be sure to capture the piece within a space, next to other familiar and commonly sized décor items. 
• Zoom in. Detailed closeups will help your customers “feel” the product without touching it. Try to capture texture in fabric and the detail of wood grain.
• Light it up. Lighting is critical to capturing detail and color accurately. A simple lighting set-up can be achieved with diffused natural light or a lighting kit.
• Tell a story. Beyond the product description, your visuals should also tell a story: Who is this for? How should it be styled? What are some other products that complement it? Do this by including lifestyle photos along with those against a plain background. Stage it in a room and provide style ideas that inspire customers to envision it in their own space.

In the following photos of a dining chair by GOODEE, the first image is staged in a living space to offer suggestions for how it might be styled. In the second, the close crop allows customers to see the chair’s detail.

💡 Tip: For vintage furniture resellers, shooting product photos is an ongoing task. Refer to our guide for selling vintage clothing for tips on how to set up a photography workflow.

8. Set up your online furniture store

Before you actually launch your furniture business to the world, take time to play around with your online store builder. Launching a simple landing page at this stage, along with your social accounts, can help you build an email list so you can make a big splash at your official grand opening.

Design and themes for online furniture stores

As with any store you launch on Shopify, you can do it with little to no design skill. Shopify themes have multiple layout options that let you plug in your images, text, and customizations to create your own branded site.

If you have the budget but not the visual skills, consider hiring a designer or agency to help you put together a branding package. Shopify experts are vetted professionals who have experience working with brands of all sizes.

Product pages for furniture stores

GOODEE’s product page design is a winning example to aspire to as you set up your store. We’ve dissected one of its pages to explain why it works and how to implement some of its brilliance in your own product pages:

1. The primary image is a clear product photo with a solid background, showing the entire chair, uncropped and without distractions.

2. Additional views of the chair including alternate angles and the product placed in a scene.

3. Prominent Add to Bag button with an option to Add to Favorites—this is a helpful feature that allows customers to think and come back later or compare multiple products side by side. Read on for suggestions on how to achieve this with an app.

4. A single paragraph sums up everything you need to know about this chair: where it’s made, how it’s made, notes about its durability, suggestions for where and how it can be used, and how to style it. Storytelling language can transport your customer into the feeling you’d like them to have about a piece of furniture.

5. Secondary photos include lifestyle images that show the chair in a setting with other furniture and accents—ideally other items that can be purchased in your store. These images provide inspiration and show scale.

6. Detailed specs of the chair help customers understand if it will fit in their space. In this section you could include details like: weight, dimensions, care notes, material composition, origin, assembly requirements, etc.

7. If, like GOODEE, your brand is built around a cause such as sustainability or fair trade practices, here is another opportunity to be transparent about your commitment.

8. GOODEE’s founders believe in the strength of story, and it’s woven into the brand’s site in multiple places. On each product page, the maker of the product is featured in a dedicated section with a short description and link to view other products. This can also help with cross-selling (featuring pieces within the same collection, for example).

9. At the bottom of the page, customers are invited to review the product. Completed reviews appear in this section, offering future customers additional peace of mind from real customer testimonials.

10. A related products section can help your customers compare similar options or view complementary products.

As you build your product pages, think about what you want it to achieve. “If you can’t explain to your customer why that product needs to exist in the first place and why they should bring that into their home or give it as a gift,” says Byron, “then I think you failed that customer experience.”

About, Contact, and FAQ pages for furniture brands

Byron and Dexter made the choice to put their faces—as well as the faces and stories of their artisan partners—at the front of their brand. The investment in GOODEE’s story that finds balance between design and positive impact resonated with customers as buyer trends shifted. 

Your story can set you apart from massive competitors. In this arena, small and human-backed businesses always win. Your About page can tell your origin story, highlight your brand values, share some of the faces of those on your team, and find common ground with your customers. 

For furniture designers and builders, this is also the place where you can invite your customers behind the scenes to take a peek at your process and inspiration. 

Your contact information and FAQ are also important pages. FAQ pages are useful for furniture businesses, especially for shipping and returns information. Due to the large size and weight of many furniture pieces, shipping may be more complicated and returns may not be possible. 

Clearly communicate your shipping and return policies here. And allow customers to easily contact you with follow-up questions. Bigger purchases often require additional support.

💡 Tip: When building all pages and navigations on your site, consider search engine optimization—or SEO—which helps search engines like Google rank your site. Ranking near the top of search results could earn you valuable organic traffic.

Ecommerce apps for your furniture store

To meet the specific needs of your business, here are a few select apps from the Shopify App Store to help you sell furniture online:

9. Expand your selling channels

Other than your online furniture store, consider additional sales channels to get your products in front of customers in a crowded market. If you’re a maker or designer, can you reach other geographical markets by wholesaling your products? If you’re an online-only furniture brand, this may be an easy way to dabble in retail. 

Pop-up retail is a great option for vintage furniture resellers, designers, or makers. Think local outdoor markets or trade shows. Often, larger retailers will open in-store pop-up spaces for emerging brands that complement their offerings.

Also consider if any social sales channels or online marketplaces are right for your audience. As a furniture maker or vintage reseller, you can integrate your Etsy sales with Shopify to get the best of both worlds: your own dedicated site and access to potential buyers on marketplaces. What other sites—think home goods resellers—can you explore?

10. Market your furniture business

As part of your business plan, a marketing plan lays out your marketing approach and core channels.

There’s no one-size-fits-all solution to marketing for furniture businesses. A good rule of thumb is having the right message in the right place at the right time. Those factors will depend on who your customer is and where they hang out. Is it more worth your time and money to invest in email marketing or in Facebook ads? Should you try content marketing or Google Ads? Testing is your friend at this stage.

When you launch a furniture business, consider that your product will be subject to taste and may require guidance for those less design savvy. Content can be very powerful for this reason. Build an audience on Instagram, YouTube, or TikTok by offering home design advice and tips. These can be tools to drive traffic to your store and establish yourself and your brand as a credible expert in this space. 

GOODEE uses Instagram to humanize the brand and take users behind the scenes:

In the end, your marketing content will come across most authentically when you work within mediums and platforms that come natural to you. “We’re a little old school, in that we still get most of our clients by word of mouth,” says Chris. “With that being said, Instagram is a great tool for us.” 

11. Set up shipping, returns, and customer service

“Shipping is a massive challenge,” says Chris, who admits he hasn’t quite perfected it. “We have shipped 800-pound dining tables across the country. It’s nerve-wracking!” For GOODEE, inventory management, fulfillment, and shipping are handled by the brand’s warehouse partner. 

When you’re just starting out, you may be managing order fulfillment and shipping yourself. For you, Chris has advice from his own experience:

1. Work with the right partners. “Find a shipping company that has good reviews and build a relationship with them. Make sure you can get quick quotes based on weight and dimensions ahead of time so you can factor that into your price.” 
2. Invest in packaging. “Package or crate your product really well. This way you have the peace of mind that your beautiful dining table looks as it should when it reaches your customer.”

Returns can be very tricky when you’re dealing with oversized items. Be sure that your return policy is very clear. If you do not accept returns, this information should be clearly presented to the customer at the checkout stage and even on the product page. If you’re willing to accept returns, establish the terms with your shipping partner upfront and let the customer know who will be responsible for the return shipping charges—which may be substantial.

GOODEE’s founders share that the brand’s return rate is less than 5%. They achieve this through detailed product pages and stellar customer support, but also by making the decision to (almost) never run sales. “By having a site that’s not on sale,” says Byron, “you’re not really trying to use all of these other techniques to get someone just to buy.”

💡Tip: Determine your shipping strategy as early as the business plan stage, as this may impact your costs and financial planning.

12. Read the fine print

Before you start selling furniture online, check in with legal and insurance professionals to see if your business requires any additional protection due to the size and price of the items you’re delivering. 

You’ll want to protect yourself from loss, such as items damaged in transit. But you should also consider protecting your customers. Will you sell extended warranties? Do you need commercial insurance? There are several types of business insurance, so it’s important to do your homework to ensure you’ve put the right protections in place before you start selling. 

The future of selling furniture online

The gradual shift to online shopping was accelerated during the COVID-19 pandemic. Emerging technology is making it easier for furniture stores to offer the showroom experience online.

Using 3D and video file types, you can give your customers a 360-degree view of your product or show the product in motion or in context. For example, a video of a person sitting down on a sofa would demonstrate the level of cushion firmness—something that can’t be captured in a photo. 

Getting your products shot in 3D may be a big upfront cost, but these versatile image types have shown to increase conversion rates by up to 250% when they appear on product pages.

Also consider how AI tools can help you run your furniture business more efficiently and improve customer experience. AI chatbots can reduce customer service load by handling common customer questions on your website, such as furniture care instructions or shipping information. Shopify Magic can make easy work of detailed product pages by writing AI descriptions based on keywords.

Successful furniture business examples

Meet the founders behind the two successful furniture businesses featured in this article. 

GOODEE

When fashion industry veterans and brothers Byron and Dexter Peart were considering their next venture, they reflected on their upbringing in a house filled with pieces from their parents’ home country. What they remember is that each item told a story. Their brand, GOODEE, is a furniture and home décor business aiming to elevate the stories of the makers behind each product they sell. 

Timberware

“I’ve worked with my hands for as long as I can remember,” says founder Chris Hughes. Chris worked as a welder’s apprentice and a general contractor before launching Timberware, his second business. Building homes developed in him a love for woodworking. His own business allows him to focus on that craft, making custom wood furniture and home décor pieces for his clients. 

Get a seat at the table

Whether you’re planning to build or curate furniture to sell online, it can be a rewarding and creative business. 

Dexter and Byron made the move from fashion to furniture because they found beauty in the way that home unites people. “There’s no gender, there are no sizes,” says Byron. “We all have a connection to these emotional moments that we share together in the comfort of home.” 

For Chris, the reward comes from working with his hands, doing projects that excite him. He says that identifying those are the key to a successful business. “If you are passionate about what you’re building,” he says, “that will come through in your work.” 

What are you passionate about? What gap exists in the furniture market? At the intersection of these answers is a business opportunity in the furniture industry waiting for your unique idea.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Product packaging—everything from garment hang tags to shipping boxes—serves a number of functions, such as identifying product details and providing protection during shipping. It’s also one of the most overlooked marketing opportunities for online brands. 

By 2027, nearly 23% of consumer purchases are expected to happen online. This growth has coincided with an increased focus on improving the packing and shipping processes to recreate the personal touch of in-store shopping.

While most packaging is designed to protect or identify your products, taking a purely functional approach means you might be missing out on its full potential. Ahead, learn how to use packaging to deliver your products safely while creating a positive customer experience.

Streamline and save with Shopify Shipping

When you ship with Shopify Shipping, you get access to pre-negotiated rates with carriers in the US, Canada, and Australia and you can manage your entire shipping and delivery process in one place.

Get started with Shopify Shipping

What is product packaging?

Product packaging refers to the physical materials that house your product. Its main function is to protect products, and can contain usage information, help your product stand up on a retail display, and maintain its contents’ shelf life. But it’s also a company’s chance to delight customers and build brand loyalty through a memorable branded experience.

Product packaging for ecommerce includes both the product packaging itself (say, the glass bottle that contains body cream or hang tag on a sweater) and the outer packaging (box and tissue) that gets that product to its final destination. Both of these types of packaging can be branded and customized to deliver impact.

A holistic branded packaging experience is a set of thoughtful design choices and selection of shipping and packing materials. Its purpose is to provide additional value for your customer and your business by way of creating a positive first impression of your brand identity—ideally, one that’s memorable and shareable.

What is product packaging design?

Product packaging design refers to the phase of brand identity design where you apply logos, branded graphics, and copy to product and shipping packaging. In some cases it refers to designing custom packages from scratch for your unique product. Packaging design applies to any primary packaging that comes into contact with your product (like blister packs) and secondary packaging for shipping purposes. 

The packaging design process often involves working with standard size templates from a digital printing company. You can use a tool like Adobe Illustrator to design your product’s packaging or outsource to a professional designer.

The importance of product packaging 

Online stores have fewer direct touchpoints to deliver delight compared with physical retail. While there are many advantages to ecommerce for both seller and buyer, the tradeoff is a lack of direct connection between them. When ecommerce shoppers interact with your package after delivery, it’s your first chance to make an impression through a direct touchpoint.

Adding brand value

Product packaging can become an extension of your brand. The choices you make can reflect your brand voice, aesthetic, and even values. For example, Seed, a direct-to-consumer retailer selling probiotic supplements, uses simple branded packaging made from biodegradable sachets and paper foam inserts. This reinforces Seed’s brand values and increases customer satisfaction among its target audience of eco-conscious buyers. 

Creating a sharable experience

A great experience is worth sharing. If you deliver a delightful experience from the first website interaction to the moment your customer opens their package, they’ll be more inclined to share it. User-generated content and word-of-mouth marketing are both valuable forms of organic marketing that can benefit brands.

Building loyalty

A positive unboxing experience can also increase customer loyalty and affinity with your brand. Building a long-term brand means bringing customers back time and time again. Investing in retention can move you off of the acquisition treadmill, giving you more time and money to improve your brand experience for your biggest fans.

Growing sustainably

Demand for sustainable options has meant that companies are popping up everywhere to meet it. It’s easier than ever to walk the walk and truly be a sustainable brand, from manufacturing all the way to shipping. When Hero Packaging ran Google Ads for its biodegradable shipping supplies, the response was overwhelming. “In a week, we got a thousand people signing up [for a free sample], and that was the first sign where we said, ’People are really interested in this,’” says co-founder Anaita Sakar.

Types of ecommerce product packaging

Product packaging refers to both the packaging in direct contact with the product and the packaging used for shipping. Both types can be customized through a digital printing company that specializes in custom packaging. Before you dive into packaging design, let’s look at the different types of packaging you can customize.

Primary packaging

Product packaging that is in direct contact with your product is called primary packaging. This refers to the packaging of the product itself, before it’s placed in a shipping box with added materials. Examples of primary packaging include:

• Blister packs
• Hang tags
• Glass or plastic bottles and jars
• Shrink wrap
• Stickers and labels
• Resealable pouches 
• Drawstring fabric bags
• Bundling cord or tape
• Air-tight wrapping
• Clamshell packaging
• Paper bands
• Cardboard or plastic tubes
• Shoe boxes
• Jewelry boxes
• Cans
• Paper labels

Secondary (shipping) packaging

Before you can ship your products, you’ll need to package them for safe transport. Most products will require some type of box or envelope to protect the order for safe transport, as well as a cushioning material.

Corrugated boxes 

Cardboard boxes are the most common type of product packaging used by online retailers. They’re sturdy, don’t add a ton of weight to packages, and can be recycled. Double-walled corrugated boxes can provide extra strength and durability for heavier weight items. Many cardboard boxes are also made from recycled components for a sustainability factor.

Padded mailers

These packages are best for shipping smaller, flat, or delicate items such as jewelry, handcrafted goods, or books. Many of these mailers are made from a polyethylene and contain a cushioned or “bubble” insert. In recent years, more companies have switched to eco-friendly versions made from biodegradable materials or paper.

Bags and envelopes

Unpadded polyethylene mailers, Tyvek envelopes, or sustainable alternatives are great solutions for soft items that don’t require impact protection—a perfect packaging solution for apparel companies. Bags and poly envelopes are inexpensive, lightweight, strong, and self-sealing, adding efficiency to your shipping process.

Custom product packaging

All packaging types described above can be customized with your branding and to your product’s specifications. For specific primary packaging, you may need to work with a manufacturer to design and produce your packaging from scratch. But many standard shipping products can be customized using a company like Hero Packaging or Better Packaging Co.

There are many options for printing and customizing everything from tissue and gift wrap to jewelry boxes and shipping envelopes. Branded outer packaging makes an impression the second it lands on your customer’s door stop.

11 ways to create a custom product packaging experience

Decide which small business packaging options deliver the best experience and most value for you and your customers. Strategically investing in a few of these product packaging supplies can go a long way to creating an unboxing experience that cements your brand’s identity in the minds of customers.

1. Choose the right packaging

The most significant element to consider is your ecommerce shipping container. Depending on your product, this might be a box, bag, or poly mailer. White and brown corrugated packaging options once ruled as the sole option because they’re cheap, sturdy, and get the job done, but they may not create the first impression you’re looking for—or be the right fit for your product.

Do you own a sustainable company? You can opt for biodegradable packaging alternatives made from compressed coconut fibers or compostable mailers made from corn rather than plastic.

2. Add branded tissue paper

Wrapping your products in tissue paper adds an extra level of luxury, creating anticipation during the unboxing experience. It can also provide protection for delicate items. Custom-printed tissue is another opportunity to add your brand aesthetic to the experience.

3. Consider filler

Traditional filler includes Styrofoam packing peanuts, foam inserts, air pillows, and bubble wrap. Many brands are meeting customer demand for sustainability and opting for eco-friendly alternatives like recycled crinkle paper (colored or brown), excelsior (wood fibers), and biodegradable packing peanuts made from wheat or cornstarch. The type you choose depends on your product and brand values (i.e., sustainability).

4. Brand with stickers

Using stickers on a plain box or bag is a versatile and fairly inexpensive alternative to designing other custom packaging. A branded sticker can seal tissue paper or brand the outside of your packaging. You may also want to include a few extra stickers in the package as a way to thank your customers for their purchase.

5. Tuck in promotional material

Business cards or postcards can be added to packaging to tell customers more about your brand, thank them for their purchase, and even offer a discount on a future purchase. Use QR codes to link customers to a special landing page that you can update more easily than a printed card. You can also send other types of packaging inserts such as newsletters or a branded magazine. This unique packaging idea serves as reading material that deepens the brand’s relationship with customers.

6. Add a packing slip

It’s standard to include a receipt or packing slip in your package, but many businesses don’t use this as a branding or marketing opportunity. Add your logo and on-brand messaging. Then, place the receipt and packing slip in the package at a point that makes sense—not at the top of the box where you want to make the biggest splash.

💡 Tip: When you print a packing slip on Shopify, you can customize its contents and product packaging design by adding or removing elements like your logo or product images. You might also consider including a coupon code on your packing slip to encourage repeat purchases.

7. Write a custom note

Though handwritten notes may be tricky to scale, new businesses are fighting to earn every customer. Connecting through a personal note can show customers there are real people powering your brand.

8. Include educational materials

If you sell products that require assembly or instructions for set up and use, add educational materials to your packaging. Sharing educational materials like usage instructions shows that you care about their experience, builds trust, and ensures that customers have a positive initial experience with your product.

9. Consider custom tape

Like stickers, branded packing tape can be added to a plain box at a lower cost than customizing the whole box. It comes in a variety of colorful options off the shelf, too. 

10. Design seasonal packaging

To improve customer experience during the holidays and seasonal events, consider limited edition packaging design that maintains your recognizable brand identity with a festive flair. For more tips, check out this holiday shipping guide to survive and profit during the seasonal rush.

11. Add a free sample or gift

Surprise customers with a free sample or gift with purchase inside the packaging. This tactic can help you cross-sell by introducing a customer to new products. Choose an item your customer is likely to be interested in to encourage them to purchase the full size at a later date. 

Product packaging costs

A downside to a custom-branded packaging experience can be the associated cost. You’ll need to decide based on your average order size and profit margins what options are financially feasible, along with which present the greatest value to your business and customers.

Unbranded packaging

Unbranded packaging is the cheapest solution with many options available off the shelf in a number of quantities and colors. If you go this route, you can always add inexpensive customization with branded tape or stickers. Custom stickers can cost between 10¢ and $2 each, depending on order quantity and size.

Branded packaging

Custom boxes and mailers tend to be the most expensive solution. 

To create your own custom printed boxes, you may be looking at a minimum order of 250 and a cost of $2 to $25 per box. Some printing companies have no minimums—but you’ll pay for it. For example, Packlane will print 15 standard boxes for around $6 each, but if you order 10,000, your cost per unit drops to just over $2 each. On top of that, consider that ecommerce boxes will add more total weight to your shipment than a poly mailer.

Poly mailers will average 40¢ to $3 per printed mailer, depending on your order size and material—but you can order as few as 25 at a time with some suppliers (at a cost). Remember that the weight of this solution is low and will keep your shipping rates lower, too.

Tips for keeping packaging costs low

• On sites like AliExpress, unbranded colored and patterned boxes can be purchased with a minimum order of 50 units for less than 40¢ each (depending on size), with free shipping to most countries.
• The greater your order size, the cheaper the cost per unit. Strategically plan which items you will use and place larger orders to bring costs down.
• Consider the impact of weight when looking at the overall cost of your packaging. Higher weights mean higher costs to ship, which can impact your shipping strategy as a whole.

Best product packaging design examples

To improve your ecommerce packaging design, we’ve highlighted some creative ideas for shipping you can borrow from these best-in-class online businesses. 

Caraway

Caraway Home is a direct-to-consumer retailer that sells non-toxic ceramic cookware in unexpected colorways. To convey its values, the brand uses recycled materials with zero-plastic bags, low-impact print dyes, and biodegradable or recyclable inserts to package and ship goods.

Caraway also includes a welcome booklet with orders, made from recycled paper, along with messages printed directly on the packaging that improve the unboxing experience.

Overall, what stands out about Caraway’s ecommerce packaging is how organized and true to its brand aesthetic it is. Because this is a premium product (with a premium cost) little touches like this go a long way to assuring the customer they’ve made a smart purchase.

Otherland

Otherland is a brand known for its beautifully packaged and fragranced candles. Otherland’s founder, Abigail Cook Stone, is a former art buyer for Ralph Lauren stores and therefore understands the importance of aesthetics at every stage of a customer’s interaction with a brand.

Whether a customer purchases a limited edition seasonal product or items from the core collection, the experience is familiar and consistent with pops of color and beautiful branding.

Allbirds

Allbirds is an ecommerce brand selling shoes made from sustainable materials, like tree fiber and sugar cane. This commitment to the planet extends to packaging that’s recycled and printed with soy inks.

Clever details in Allbirds packaging reflect the brand’s personality and focus on creating a seamless experience from the moment the package arrives. It’s playful and functional—just like the Allbirds brand. 

Wild Deodorant

Wild is a pioneer in personal care, tackling one of the biggest issues in the category: plastic waste. The brand solved this problem with product packaging. The packaging design process is at the heart of brand identity for Wild, as it serves as the brand’s unique selling proposition.

“Everything from shampoo, conditioner, shower gel through to toothpaste and deodorant, people’s bathrooms are absolutely packed full of plastic,” says co-founder Charlie Bowes-Lyon. “Not only did we want to reduce that problem, but we felt we could remove plastic and single-use materials completely.”

Clever packaging means that customers buy a reusable applicator once, and refill with a product that uses much less waste than conventional deodorant. The refill packaging is made from a compostable bamboo pulp.

Notice Hair Co.

Notice Hair Co. sells sustainable products for your hair, body, and home, with a mission to get as close to zero-waste as possible. It goes against the grain to offer packaging that is minimal and compostable to align with its values. The brand’s signature conditioner and shampoo bars also come wrapped in compostable paper, so there’s virtually no waste.

The brand continues to seek out fulfillment centers that commit to its zero-waste and no-plastic policies to lower the brand’s carbon footprint.

Create an unboxing experience worth sharing

Customized packaging that reflects your brand’s voice and values can give you the competitive edge to not only generate repeat customers but also attract new ones. Consider the customer’s experience from the first visit to your website to the moment their purchase lands on their doorstep. A thoughtful approach to packaging can create a memorable impression that turns one-time buyers into lifelong brand advocates.

Feature illustration by Gracia Lam

Additional research by by Thea Earl

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Sabai Design founder Phantila Phataraprasit is part of a young generation of consumers that wants to support companies making an impact. When she couldn’t find an affordable and sustainable furniture company, she launched one herself—fresh out of law school and with no connections in the industry.

Using customer research, Phantila says it wasn’t hard to find people that felt the same way about looking for a more sustainable solution to “fast furniture.” She and her team conducted interviews to understand purchasing behavior and ran fake ads to see whether sustainability messaging resonated with people. “We wanted to create a solution that spoke to those values, but then also took into account accessibility and budget as well,” Phantila says.

Ahead, Phantila shares how Sabai Designs built its brand around sustainability from the beginning.

 

5 ways Sabai Design built a sustainable brand

Phantila says the key to Sabai Design’s direct-to-consumer success was designing the entire business model to be more thoughtful about the environmental impact. “If you aren’t thinking about that in the beginning, it’s really hard to address problems retroactively,” Phantila says.

Here are some tips for building your own sustainable brand with lessons learned from Sabai Design’s successful launch.

1. Creating a domestic supply chain

In the early stages of launching Sabai Design, Phantila and her team focused on creating a domestic supply chain, because it would cut down on the environmental impact of shipping across long distances. She also wanted the manufacturer to work on a made-to-order model, so that the company wouldn’t be creating unnecessary waste.

After a lot of cold outreach and recommendations from other manufacturers, Sabai Designs finally found their perfect manufacturing partner — a small minority-owned factory in North Carolina that could ship products directly to customers. 

It was fortunate timing. Sabai Design launched in July 2019, so Phantila says the company was insulated from the larger global supply chain disruptions that took place during the COVID-19 pandemic. “Because our supply chain was so localized, we weren’t experiencing those massive delays,” Phantila says.

2. Designing components that are replaceable

Finding a manufacturer that could work with a made-to-order model was also important because Phantila already had plans to launch a “Repair, Don’t Replace” initiative to help extend the life of the furniture. The products were designed in components from the beginning, so that individual pieces could be replaced if a customer breaks a leg of a sofa or a dog rips up the arm. The manufacturer could then produce whatever component is needed.

Sabai Design also started selling products to change the look of their pieces in case people want to keep the furniture, but change the style. The company’s line of slipcovers, for example, is another way customers can extend the longevity of their purchases. “It’s more economical for the customer, it’s producing less waste, and it’s another revenue driver for us as well,” Phantila says.

3. Facilitating resales

If customers do want to return a sofa or sell it when they move, Sabai Design also offers a secondhand marketplace run by a third-party provider. Customers can sell their used furniture to other interested buyers, rather than adding it to landfill.

The company is also testing an in-house customer-to-customer resale option. Sabai will facilitate the transaction by marketing used products to its email list, and providing shipping materials to sellers.“We’re really minimizing the amount of transportation that’s going on with these return or resale products,” Phantila says.

4. Expanding impact with new product lines

“We recognize that there are a lot of different types of people who care about their impact who have different aesthetics,” Phantila says. So this past year, Sabia Design introduced two new product lines to appeal to a new segment of customers with a different style.

Less than a year after their launch, these two new collections are already a hit. New influencers and content creators have started collaborating with the brand, and the company’s average order value has grown by $200.

5. Getting customers involved

Phantila says the biggest challenge for Sabai Design is communicating the company’s impact with customers. She says it requires transparency so that people feel they’re part of the decision-making when it comes to pricing increases or pursuing new initiatives. “If you’re communicating that to your customers, you’re all kind of on the same side,’” Phantila says.

To learn more about how Sabai Design incorporates sustainability into different aspects of its business, listen to Phantila’s full interview on Shopify Masters.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

When starting a new business or scaling an existing one into another market, your marketing strategy may be based on some assumptions. Until you put it into action, you aren’t exactly sure how your target audience will respond. A trial-and-error approach can help companies dial in to the best channels and strategies for their brands.

But before you make an investment in marketing, there’s a wealth of knowledge online that you can use to strengthen your efforts. Case studies, podcasts, and articles by founders and marketers can become reference points for your business. What has worked for other companies? Are there new trends in marketing worth taking advantage of?

Ahead, find 18 of the best marketing articles, covering everything from SEO to market research to technologies like generative AI. These articles have been recommended by marketing experts at Shopify as essential reading for aspiring entrepreneurs and marketing executives alike.

18 marketing articles you need to read today

1. Insights into the Turbulent Landscape of 2024 Advertising
2. How To Write and Promote Your First Newsletter
3. It’s Goog Enough!
4. How To Market Sustainable Products
5. Your Blog Is Not a Publication
6. How Great Leaders Inspire Action
7. Millennial vs Gen-Z Marketing: 7 Key Differences Marketers Should Know
8. Good Slides Reduce Complexity
9. How Generative AI Can Boost Consumer Marketing
10. Quitting a Manager Role for an Operational Role
11. Read This Before Starting a Brand Community
12. 21 Real Life Examples of Successful Affiliate Marketing Websites
13. How 16 Companies are Dominating the World’s Google Search Results
14. 5 Tips To Write More Like a Human
15. Digital Marketing and Measurement Model
16. How To Write a Persuasive Sales Page
17. History of Google Algorithm Updates
18. How Shopify Built a Strong Social Identity

1.“Stability With Transformation”: Insights into the Turbulent Landscape of 2024 Advertising

Source: Digiday
Topic: Advertising trends
Recommended by: Ben Mouncer, content manager, Shopify

This article guides readers through the turbulent landscape of advertising in 2024. It asserts that despite factors like job cuts and ambitious tech initiatives, ad spending continues to hold firm. Using proprietary insights, this piece explores the current state and future trajectory of the ad industry. Get insights on what to expect for your marketing efforts in the coming year.

2. How To Write and Promote Your First Newsletter

Source: Inbox Collective
Topic: Email marketing 
Recommended by: Josh Rosenblat, senior editor, Shopify

Just getting started with email marketing? This article is a complete guide to launching, writing, and distributing your first newsletter. Learn secrets to creating compelling content and writing engaging subject lines. And, once you’ve created your masterpiece, get practical tips to help you build an audience and promote your newsletter.

3. It’s Goog Enough!

Source: Blind Five Year Old
Topic: SEO
Recommended by: Kyle Risley, SEO lead, Shopify

This article is “one of the better looks at what’s been going on with Google SERPs over the last few years,” says Kyle. Within, you can expect to find the evolution of Google’s search algorithm and its impact on search results. The author expands on the complexities of SEO and the power of brand recognition.

4. How To Market Sustainable Products 

Source: Harvard Business Review
Topic: Marketing and sustainability
Recommended by: Dayna Winter, lead writer, Shopify

If you’re starting a sustainable business or selling sustainable products, this article from Harvard Business Review is a must-read before you build your marketing strategy. The authors explain how a product’s benefits to the purchaser often trump benefits to the environment. Learn how to overcome this challenge and tailor your marketing strategy to different consumer segments, focusing on the purchasing motivations of each. 

5. Your Blog Is Not a Publication (But It’s Not Just a Library Either)

Source: Animalz
Topic: Blogging
Recommended by: Derek Gleason, content marketing lead, Shopify

If you’re looking to invest in content marketing, this article is essential reading before you publish a blog. “It does a great job of debunking one of the primary myths about blogging that, left unchecked, leads to a lot of underwhelming results,” says Derek. This insightful piece challenges traditional blog models, exploring the pros and cons of publication and library approaches. And, it contains practical advice for building a loyal audience and balancing evergreen and timely content.

6. How Great Leaders Inspire Action

Source: TED
Topic: Leadership for marketers
Recommended by: Shuang Esther Shan, senior producer, Shopify

Author and business expert Simon Sinek uncovers what sets the best leaders apart from the rest. Find out how figures like Martin Luther King Jr., Steve Jobs, and the Wright brothers applied a leadership style that helped them sell an idea and achieve greatness. Learn how to use these basic principles to grow your own business. Note: While not a marketing article, this TED Talks video has a transcript if you prefer a written version.

7. Millennial vs Gen-Z Marketing: 7 Key Differences Marketers Should Know 

Source: Mention
Topic: Audience demographics
Recommended by: Mai Le, lead editor, Shopify

This article covers two influential generations and their differences, for the purpose of marketing to them. “It addresses an additional POV that marketers need to take into account when planning a strategy,” says Mai. Understand the distinct characteristics of Gen Z and millennial consumers including their shopping habits and marketing responses. Learn to craft campaigns that resonate with each generation of potential consumers.

8. Good Slides Reduce Complexity

Source: SEO MBA
Topic: Pitching ideas
Recommended by: Derek Gleason, content marketing lead, Shopify

Derek describes this article as “a blueprint for understanding how to present ideas to senior stakeholders.” As a business owner, you’re not only marketing your brand to consumers—you apply the same art of persuasion to get buy-in from stakeholders and investors. Drawing from his experience at Google, the author shares five lessons that will transform your slide decks from visual aids into powerful persuasion tools. 

9. How Generative AI Can Boost Consumer Marketing

Source: McKinsey & Company
Topic: AI marketing
Recommended by: Dayna Winter, lead writer, Shopify

Using proprietary data, this article explains the potential of generative AI in the marketing world. Learn how it can support automation, power hyper-personalization, and aid in idea generation for marketers. Integrating generative AI into your marketing strategy means increasing efficiency and delivering better recommendations to your customers. This article also presents use cases for the technology and a road map for getting started.

10. Quitting a Manager Role for an Operational Role (with Alice Roussel)

Source: Women in Tech SEO
Topic: Marketing careers
Recommended by: Arthur Camberlein, senior SEO specialist, Shopify

“Listen to Alice speak about the evolution of her role and how she went from a manager to an IC role to keep her craft at the highest standard possible,” says Arthur. Learn about this growth marketing manager’s unconventional career path and how a perceived step back was actually a step forward. Note: While not a marketing article, this podcast has a transcript if you prefer a written version.

11. Read This Before Starting a Brand Community

Source: Link in Bio
Topic: Social media 
Recommended by: Leah Mennies, editorial lead, Shopify

“Link in Bio is an amazing resource for brands that want to better understand the nuances and trends in social media strategy more broadly,” says Leah. In this interview between Rachel Karten and Topicals community director Natalie Brown, understand how private brand communities can bring deeper customer engagement with insights into Topicals’ own strategy. And, learn about the importance of authenticity in marketing and the future of brand communities.

12. 21 Real Life Examples Of Successful Affiliate Marketing Websites In 2024

Source: Authority Hackers
Topic: Affiliate marketing
Recommended by: Joe Hitchcock, senior content marketer, Shopify

This article highlights the properties of effective affiliate marketing websites with real examples and screenshots. Learn from sites like Wirecutter and Clever Hiker to help improve the success of your own affiliate marketing program. And, gain actionable advice on everything from driving traffic to earning more revenue. 

13. How 16 Companies are Dominating the World’s Google Search Results 

Source: Detailed
Topic: SEO
Recommended by: Kyle Risley, SEO lead, Shopify

“This is a frequently updated article about the big brands that control most of the larger information publishers,” says Kyle. “It highlights unique things these brands do to help differentiate.” Learn how 16 companies dominate Google search results, and get ideas you can use to help your own pages rank. Find out AI’s impact on the future of SEO and how these companies are evolving their strategies.

14. 5 Tips To Write More Like a Human (And Less Like an AI Bot)

Source: Inbox Collective
Topic: Email marketing
Recommended by: Josh Rosenblat, senior editor, Shopify

Josh describes this article as “a quick and dirty list of tactics to improve your email copywriting and distinguish it from AI-generated text.” Get actionable strategies to incorporate into your own email marketing program and tips on writing authentic and engaging content to attract customers in the AI age.

15. Digital Marketing and Measurement Model

Source: Avinash Kaushik
Topic: Marketing analytics
Recommended by: Derek Gleason, content marketing lead, Shopify

This article aims to help readers develop their own effective marketing and measurement model. Inside, find a step-by-step process to identify the true purpose of your campaigns and how to measure their success. Through real examples, learn to identify business objectives, set goals, determine key performance indicators, and define targets. With this roadmap to marketing success, you’ll be able to focus your efforts for the highest impact.

16. How To Write a Persuasive Sales Page (Even if You Hate Selling)

Source: Enchanting marketing
Topic: Copywriting for marketing
Recommended by: Jenny Potter, senior editor, Shopify

In this beginner’s guide to crafting an effective sales page, learn to connect with customers, explain your offer, back your claims with proof, answer potential questions, and nudge readers to take action. Within, the author emphasizes the importance of honesty, clarity, and staying true to your voice. This article is a must-read for anyone struggling to strike a balance between persuasive and pushy with their sales pages.

17. History of Google Algorithm Updates 

Source: Search Engine Journal
Topic: SEO
Recommended by: Joe Hitchcock, senior content marketer, Shopify 

“If most people find your website through Google, keeping up with the latest changes to the search engine’s algorithm will help you create content that ranks,” says Joe. This is a living document of Google’s algorithm changes, updated each time a change is shipped. Bookmarking this article will keep you informed and allow you to adjust your SEO strategy accordingly.

18. How Shopify Built a Strong Social Identity

Source: Link in Bio
Topic: Social media and branding
Featuring: Saad Khan, brand social lead, Shopify

In this interview with Saad Khan, brand social lead at Shopify, get the secret to the brand’s creative strategy on social media. Explore how Shopify’s nimble and experimental approach has contributed to its distinct brand identity. Expect insights into the brand’s audience-focused philosophy, its unique approach to content creation, and the importance of adaptability in an ever-changing online landscape.

Shopify marketing articles for every stage of business

At every turning point in your company, you’ll be looking for new ways to reach your target customer, promote new products, and increase revenue. The Shopify blog has insights for every stage of your growing brand, from marketing trends and tools to how to conduct market research.

“I read a lot of the Shopify blog posts and they really helped me get my social media off the ground,” says Ocean View Woodworking founder Allan Maxwell.

Marketing articles for starting up

Articles on setting up and using marketing channels

Advanced marketing articles for your growing business

Marketing articles about tracking your results

Learn from marketing experts to scale your business

Whether you’re a marketing executive at a large company or a ceramics maker turning your hobby into a small business, you can always learn something new about marketing. Consumer trends, algorithms, and marketing technologies seemingly change by the minute. Stay on top of what’s happening in the world of marketing by bookmarking your favorite sources for trends, data, and industry news.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.

Our view at Stack - Shopify has just about everything you need if you're looking to sell online. It excels with unlimited products, user-friendly setup, and 24/7 support. It offers 6,000+ app integrations, abandoned cart recovery, and shipping discounts up to 88%. Plus, it allows selling both online and in-person, scaling as your business grows.

Katherine Heigl has had many memorable roles, from her Emmy Award–winning portrayal of Izzie Stevens on Grey’s Anatomy to cult favorite leading ladies in the cinematic romcoms Knocked Up and 27 Dresses. 

Now, Katherine is taking on a new role as founder of New Lane Road Mercantile, a project that merges her lifelong passion for animal advocacy and conscious consumerism. 

While browsing social media, Katherine saw an ad for creating a business on Shopify and decided to build an online store. “I was on my iPad on a couch in my living room,” Katherine says. “I took a full Saturday to do it.”

More than a year later, Katherine has curated products from more than 50 artisans that produce everything from homegoods to skin care items. Proceeds from sales support other small businesses, as well as the Jason Debus Heigl Foundation, an animal advocacy organization started by Katherine and her mother, Nancy Heigl. 

In the latest episode of Shopify Masters, Katherine shares how, with New Lane Road Mercantile, she has built the shopping experience of her dreams.

 

Testing and evolving the business 

Beyond acting, Katherine enjoys expressing her creativity through visual arts—and her art was the seed for her entrepreneurial journey. 

Katherine was already creating paintings, drawings, and digital art when the idea for a business struck. “I thought, wouldn’t it be great if I could sell some of these designs on a t-shirt or a hat and help raise funds for the foundation,” she says. 

Katherine then experimented with Shopify and print-on-demand apps to create a store that allowed her to sell her designs printed on merch. Even though this version of the business was easy to build, it wasn’t the business she wanted to keep running. 

Realizing she was spending more time keeping up with creating designs, Katherine pivoted to a business that would become New Lane Road Mercantile. “I switched to being a supplier for other vendors because I love to curate … all the beautiful things online that I might love to have in my home,” she says. 

Working with partners that align with brand values 

The main reason Katherine took the road to entrepreneurship is to support the Jason Debus Heigl Foundation, which Katherine has run and funded with her mom since 2008. To supplement donations, Katherine intended to use 100% of the proceeds from her new business. “It’s kind of like consumerism that cares, consumerism with purpose,” she says.

This pillar of purpose translates to Katherine’s curation strategy for New Lane Road Mercantile. “I wanted to work with vendors who also were giving back in some way, either socially or environmentally conscious,” she says. 

Curating products—and moments 

Once Katherine had her list of artisans and business owners she wanted to work with, she took a different approach to curation. Instead of just selecting products she liked, she was building special moments for her customers. “I wanted to take that concept [of moments] with my own spin on it and create an online shopping experience,” she says.

Whether it’s creating a cozy reading moment by the fire or a reflective journaling session, New Lane Road Mercantile is working with artisans to sell a lifestyle while inspiring conscious and thoughtful consumerism. 

In her second act, Katherine has used her influence as a Hollywood powerhouse to do good. Her inspiring journey to a new, unknown career demonstrates that entrepreneurship truly is a space for everyone.

To hear more on Katherine’s business journey, check out the full interview on Shopify Masters.

If Shopify is of interest and you'd like more information, please do make contact or take a look in more detail here.

Credit: Original article published here.