How to Sell Online

The Shopify Ecommerce Blog has over many articles about selling products online. From learning how to sell online to advanced tips and tricks, we cover everything you need to know to run a successful online business. Here are some recent posts that talk about selling online:

Ecommerce Pro Tips: Learn From Shopify's Experts

We've asked our team of Shopify Experts for their best advice to help you build and grow your…


We've asked our team of Shopify Experts for their best advice to help you build and grow your online business. The response we got was fantastic, so we'll be sharing their advice in this ongoing series.

If you're not familiar with Shopify Experts, it's our directory of ecommerce pro's who know Shopify inside and out. You can browse and hire designers, developers, marketers, and photographers to help you build or maintain your Shopify store. 

Here are five valuable tips, provided by five of our Shopify Experts:  

Product Photography is REALLY Important 

"Your online store sells products and your photographs ARE your products - do not skimp on product photography, your own snaps won't always cut it! It's crucial to think about how they will appear in advance, try and visualise how they might be laid out and how this could effect the look and feel of your site. 

Will your collection thumbnails be portrait, landscape, or square? Will they be on a white or transparent background, on a model, or in situation? There is no right or wrong answer but before starting down the design path it is important to think about these things as they will determine to a large part what the site ultimately looks and feels like. 

Shopify store Official features all of their caps on a black mirrored background and they look sick, but this was certainly no spur of the moment decision. It looks amazing.

Another of my favourite client sites is Elizabeth Bower's. She uses a carefully curated mixture of shots to display her jewelry, including some on a model and some close-cropped shots. Again, this was planned in advance and is also accounted for in the code - you will not see a model shot as the primary product page detail shot even if it is a featured Collection thumbnail. 

Finally, Blu Kicks have a beautiful site that I built out from designs by Fernando Munoz. He was also the product photographer on the project and was super careful (really!) about being consistent with the product shots' exposures, angles and overall dimensions. I really think it shows in the site.

In all three cases, every single image was planned, shot and then pre-edited to a consistently sized and dimensioned canvas prior to being uploaded, which has resulted in uniform, consistent, and great looking product displays." 

By: Rick Davies, Tricky3

Size Your Images Correctly

"There is nothing worse than looking at stretched out images. The trick to resizing photography is to hold the shift button down while sizing. Never forget that trick! It will become your best friend. And besides retaining the correct aspect ratio, make a decision about what size you want to make your product images and stick to it. Choose a square for example, and pick a size (let's say 800 x 800). Now be sure to center your product inside that square each time.

Also, If you have a slideshow or special sized banners, ask your designer to provide you with original, layered Photoshop files that you can update. These files will already be sized exactly as needed, and it will be as easy as retyping a message using the same font and design layout. Make sure you are familiar with and have the font that is used. If you have enough Photoshop knowledge to open a file and find the different layers to work with, this will be easy. And if this all sounds like a foreign language, then by all means hire a designer to do it for you. It's a small price to pay for the headache and lost time trying to figure it out." 

By: Rachel Farabaugh, designRACY

The 5 Second Rule: Quickly Get To The Point

"No, we're not talking about that Oreo you dropped on the floor in the lunch room. We're talking about the amount of time it should take your customers to figure out what they're supposed to do next or where they need to be going on your site.

If most of your consumers can't figure that out inside of 5 seconds, you're losing sales. On a home page, most customers want to know where to find the product they're looking for. Or they want to know why they should buy from you and not from a competitor. Get that message across in 5 seconds or else!

As site owners, a lot of times you'll cheat and navigate based on your familiarity with the site. Try and pretend like its the first time you're visiting. What are you supposed to do? Where do I go to find Products X, Y, and Z? If you can't figure it out in 5 seconds, you need to simplify and amplify. Make your products more accessible, and make your desired action more prominent.

But don't just stop there, keep going! Each page needs to have a clear desired action or goal. Keep communicating it. Even after a customer has checked out, think about what your next steps should be, encourage them to share your product, bookmark your website, or sign up for your newsletter. There is never a time when there isn't some kind of objective for a customer to follow,even if its heading back to the home page to buy again."

By: Hiren Patel, Coalition Technologies

Write Unique Product Descriptions 

If your ecommerce store is going to be selling products from a manufacturer or other provider, chances are you are planning on just copying and pasting the product description from the manufacturers website onto yours. Bad idea.

Here is why: All of your competitors selling the same products from the manufacturer are doing the same thing on their ecommerce websites. Therefore you are all competing for the same keywords with the same copy. Also, when was the last time you were moved to buy a product from the boring and dry description on a manufacturers website. 

Your description is unique not only because it isn’t a copy of everyone else’s, it is unique in that it has your company’s flair for selling the product behind it. It has your unique selling proposition (USP) in it. It has the power to motivate someone who sees your site in the search results decide to click your product page to see more. Then its power continues as it sells your product to the user using the power of persuasion.

It may take quite a bit of extra time to write unique product descriptions for all of your products, especially if you have hundreds or thousands of them, but it is worth it.

By: Joshua Gill, New Epic Media

Focus On Quality Content 

No matter how impressive your site design, and your product, you cannot ignore the importance of well-written content. This includes product descriptions, informational pages (such as your "About Us Page"), blog posts and of course marketing copy (short and sweet is my number one tip there). Don't lose customers because they "don't get" what your product does, or because they equate poorly written copy with a poorly designed product.

By: Eric Miller, Eric Miller Design

Using Behavioral Economics, Psychology, and Neuroeconomics to Maximize Sales

When it comes to developing a smart ecommerce pricing strategy, there are very important lessons to be learned…

When it comes to developing a smart ecommerce pricing strategy, there are very important lessons to be learned from behavioral economics, psychology, and neuroeconomics. 

Researchers in these fields have rigorously tested consumer behavior and have learned how we react to different forms of pricing. These learnings will give you insights into your customer's minds on a large scale, and will show you similar patterns and habits that you can leverage to your benefit. Some people may find these disciplines intimidating, but applying their principles to your ecommerce store is easy. 

Here we go:  

1. Price Anchoring & Premium Options

What if there was a way to increase your ecommerce sales without changing the fundamentals of the products you offer in your online store? That would be awesome, right? The thing is, you can use price anchoring to accomplish this without the hassle of changing your product. 

According to research by cognitive and mathematical psychologist Amos Tversky and Psychologist Daniel Kahneman, when we have any uncertainty about the price of a product, we often look for information from surrounding offerings. With this in mind, their research (and more recent studies) have revealed one important thing about this process: we are willing to pay higher prices when they are "anchored" by an even higher price. 

Take a look at the packages offered by Basecamp:

That $150/month package sure makes the $50 and $20/month packages look like a good deal. 

Restaurants use price anchoring to subconsciously encourage diners to buy more expensive items. Take a look at the menu below and notice the $145 seafood plate. William Poundstone claims "By putting high-profit items next to the extremely expensive anchor, they seem cheap by comparison. So, the triple-figure price here is probably to induce customers to go for the {$95} Le Grand plate to the left of it, or the more modest seafood orders below it." 

Here's another example. It's from one of my favorite books, Priceless, where the author reveals a study on the pricing of beer. In the first test, only two beers were offered, one for $1.80 and another premium beer for $2.50. Around 80% of people bought the premium beer at this price. In the next example, a super-cheap beer was introduced for $1.60 and included in the mix. When these 3 options were available, 80% of people chose the middle option instead, and only 20% bought the $2.50 beer (nobody bought the cheapest option). In the last test, a super-premium beer was introduced for $3.40 and the super-cheap beer was removed. With these 3 beers in place, most people chose the $2.50 beer again, and although a few people chose the cheapest option, now 10% of people were choosing the most expensive option.

There are always people who want a premium option (in a huge majority of industries), and offering an expensive option will not only allow for those interested in spending more the ability to do so, but it's also a lot safer than introducing a cheaper option. 

2. How to Sell to "Tightwads"

In nearly every industry that you can sell in (minus ultra-luxury goods), you're going to have to deal with customers that neuroscientists have labeled as "tightwads". Don't worry, it's not an insulting term. It has to deal with how much "buying pain" these people receive versus the average consumer. Considering the fact that neuroscientists have labeled our spending habits as, literally, "spend 'til it hurts," it's important to understand what makes these customers respond the way they do. According to research, there are 3 customer types that ecommerce merchants should be aware of:

  1. Tightwads (24%): These customers spend less on average before they hit their pain limits.
  2. Unconflicted (60%): These are your average spenders.
  3. Spendthrifts (15%): These customers spend more on average before they hit their pain limits.
With nearly a quarter of your typical customers falling into the "tightwad" category, it pays to know how to sell to these people in a manner that doesn't effect your other buyers. Fortunately, research in this area has revealed 3 fool-proof tactics:

A) Changing 1 Word Can Make a HUGE Difference 

When it comes to selling to tightwads, it seems that you should "sweat" the small stuff: it could have a huge impact. In a study from Carnegie Mellon University, researchers tested the difference that a single word might play in response rates. In this case, they tested the copy used to describe the fee associated with joining an otherwise free DVD trial offer. The two versions they tested were:

  • "a $5 fee"
  • "a small $5 fee"
Seems somewhat silly, right? As it turns out, the impact was deadly serious: by using the second option ("a small $5 fee"), the researchers saw response rates improve by 20%! That's a monumental improvement as a result of a single added word. Try playing with the language on your ecommerce website and track the results. Sometimes the smallest change will help you convince those on the edge into making a purchase. 

B) Re-frame the Value: It's Not $1,000/year, It's $84/month

When it comes to larger purchases, we all struggle in evaluating value. With some awesome neuroimaging studies that tested price perceptions, ecommerce merchants have a way to entice buyers into purchasing more expensive options.

One easy way to do this is to re-frame the product's value. This strategy eases the buying pain for everybody, but especially for tightwad customers. If, for instance, I tried to sell you on my product that costs $1,000 a year, you'd be a bit hesitant right? That's because $1,000 isn't peanuts, and it's a large enough number that it makes you hesitant to buy, even if the offering is very valuable to you.

Now what if I offered a service for $84/month? It's a lot easier to gauge how much value you'd get out of that. If you can justify 30 days worth of value for $84, the purchase seems like a no-brainer. The thing is, $84 a month is $1,000 a year! 

You can see this in practice on all sorts of SAAS (software as a service) pricing pages. Most services are offered for a yearly fee, but almost all companies prefer to showcase the lower monthly price. Here's an example from GitHub:

The research has shown that when prices are broken down into smaller, "bite-sized" increments, our brains are just better at processesing the potential value, rather than having to deal with larger numbers (even if they are the same overall price). If your product is a large purchase that will be used over an extended period of time, be sure to remind customers of the daily/monthly value that they will be getting out of the product, it makes it much easier to rationalize a purchase. 

C) Reduce Multiple Pain Points with Bundling 

When it comes to the pain of buying, the less it has to happen, the better. This is why neuroeconomic experts like George Loewenstein have conducted research that shows ALL customers favor bundling if it allows them to avoid multiple purchases. He's asserted that his findings show we prefer to pay MORE for bundled items if it helps us reduce the amount of individual purchases, showing how averse we are to those multiple pain points. 

One of the most well known examples of bundling is how car dealerships offer various upgrade packages. Below you'll see the packages available on a Mercedes-Benz C-Class Coupe:

We can justify getting an upgrade package, but it would be harder to justify individual upgrades of leather seats... and navigation... and 18" AMG 7-Double Spoke Wheels. Ecommerce store owners should bundle products with often purchased accessories. You'll be preventing multiple pain points and allow people to solve their problems in one efficient buy. Sales will rise.

3. Selling Time Over Money

This is one of the more interesting pricing studies out there, because it shows that chest-thumping about having the lowest prices isn't always optimal for many brands. According to research from Stanford University, there is definitely a reason that big brands like Miller Brewing Company have slogans like, "It's Miller Time!" rather than focusing on the low prices of their bargain beers. 

In research conducted by Jennifer Aaker and her colleagues, a lemonade stand was set up with multiple signs (and actual kids to seem legitimate) in order to test the effectiveness of each sign's message. The 3 different signs used in the study were as follows:

  1. “Spend a little time and enjoy C&D’s lemonade” (focus on time)
  2. “Spend a little money and enjoy C&D’s lemonade” (focus on money)
  3. “Enjoy C&D’s lemonade” (neutral sign)
With such subtle changes, you wouldn't expect huge a difference, but there was. The first sign not only attracted twice the amount of customers, but they were willing to pay twice as much for lemonade as well. 

There's a theory that says money will always be thought of in a negative way, because consumers are reminded of the cost of acquiring a product rather than the pleasure of consuming it. Aaker and her fellow researchers conducted a follow-up study where they took a poll at a concert. Although the concert was free, people had to wait in long lineups to get good seats. 

Aaker asked the individuals one of two questions: "How much time will you have spent to see the concert today?" or "How much money will you have spent to see the concert today?" In most cases, asking specifically about time increased participants' favorable attitudes toward the concert. In fact, those who had incurred the most "cost" (standing in line the longest) rated the concert best of all. 

So what are the implications of this research? According to Aaker:
One explanation is that our relationship with time is much more personal than our relationship with money. Ultimately, time is a more scarce resource—once it’s gone, it’s gone—and therefore more meaningful to us. How we spend our time says so much more about who we are than does how we spend our money.
Specifically discussing the concert study Aaker noted:
Even though waiting is presumably a bad thing, it somehow made people concentrate on the overall experience.
So how do you apply the findings of their study to your ecommerce store? When a product is already a bargain, placing an emphasis on the time you'll enjoy with it (or the time it will save you) is likely more effective than parading the fact that your product is inexpensive.

Will this strategy ever not work? As noted by the research, there is one area where this method could fall flat: luxury purchases. According to professor Mogilner:
With such ‘prestige’ purchases, consumers feel that possessing the products reflect important aspects of themselves, and get more satisfaction from merely owning the product rather than spending time with it.
Premium goods with premium prices should emphasize their quality. On the other hand, if you're selling goods in a bargain oriented area, you should try to get your customers to imagine the great times they've had (or will have) with your products, rather than putting all the focus on the price. 

This is a guest post by Gregory Ciotti. He's the marketing guy at Help Scout - a handy invisible help desk. You can learn more about using customer data from the Help Scout blog and also from their free e-book.

6 Tips to Develop an Ecommerce Pricing Strategy

Do you know how much your products are worth? How low are you willing to price an item…


Do you know how much your products are worth? How low are you willing to price an item to compete with another ecommerce retailer? 

With the advent of highly competitive pricing tools, winning the online pricing war can be a lose-lose for ecommerce retailers. Large online retailers like Amazon have an advantage in competitive pricing, as they can set the price low enough to run smaller retailers out of business. But there are other ways to compete - and it all starts with developing (or at least thinking about) an ecommerce pricing strategy.

Here are 6 tips that will help you develop an ecommerce pricing strategy:

1. Know your Margins

The reality of online retail pricing is that the lowest price doesn’t always win. In fact, pricing battles usually end with you pricing your products too low. Even with enough customers, you still may not make a profit. If you are lowering your prices to a point where you are losing money, you should consider finding a better source, or adjust your product offerings to include more profitable items.

Getting your online store into a pricing battle can hurt you in the long term as well. When you consistently price too low, your customers will always expect the lower price, even when it is unsustainable to your business. As a result, you could lose those customers over time.

2. Know your USP (Unique Selling Proposition)

What makes us different? Every company has to tackle this question to determine their value proposition and target market. For online retailers, a unique factor could be excellent customer service (i.e. Zappos), free or timely S&H (i.e. Amazon Prime), or product you can't find anywhere else (DODOcase). Of course, there are many more.

With pricing competition at an all-time high, retailers have to think outside of the box when crafting a marketing or promotional strategy for their online store. Some retailers have found success by appealing to a sense of charity, especially around the holidays. For example, Shopify store owner, Ricky Padilla (pictured above) donates $1.00 to fund clean water projects every time someone purchases coffee from his ecommerce shop Brown Water Coffee. He also offeres free shipping on orders over $20 - which is a great pricing strategy that encourages people to buy more than 1lbs of coffee. 

3. Lose-Leader (Selling Below Market Value)

Highly discounted pricing can be advantageous if paired with the appropriate merchandising strategy. The Lose-Leader Strategy assumes that an item sold below market value will encourage customers to buy more overall. Using this strategy, online store owners have the opportunity to upsell, cross sell and increase the total shopping cart value (average revenue per user).

Even if the profit is not impressive, this strategy stimulates client acquisition, opening the door for further marketing efforts. The value of customer acquisition outweighs the value of the transaction. A corollary strategy is to choose products that have a low CPA (cost per acquisition), to minimize loss. The end goal is to sacrifice losing money on one item in order to make a profit on the rest of the products sold (i.e. cereal cheap, milk expensive).


4. Offer Incentives

Once you know your margins, and price accordingly, then you can offer incentives to motivate your customers to buy. Even if you can’t sustain an ultra-low price in the long term, you can always offer limited time pricing to reach these customers. For example, “Purchase in the next hour and receive 20% off!”

Semantics are also important here, as the language you use can attract customers and minimally affect your bottom line. If you have a surplus of products, you can profitably offer a ‘twofer’ (2 for 1). Additionally, people perceive large percentages as big savings. For example, “Buy one, get one 50% off!” The customer sees the 50% off, but really they are only getting a 25% discount. Shopify App Product Discount will let you run sales in your ecommerce store based on a variety of conditions: by product brand, type, collection, and more - so "buy one get one free" , "buy 3 get one 75% off" and similar sale situations are easy.

Being savvy with your incentives allows you the ability to garner attention to your products, and build a reputation for having good deals, without breaking the bank.

5. Diversify Product Offerings

To offer a diverse product offering that will sell, ecommerce store owners must first understand their market demand. Make sure that you are up to date with current trends by reading ecommerce news. Use products like “Google Trends” or “Google Insight” to check the popularity of a SKU and try to attend local Meetups with fellow online retailers.

Having a better idea of what your customers want gives you the opportunity to sell and generate profit from diversified products. When in doubt, give your customers multiple options to help them figure out what they want. In the lecture, "Are We In Control of Our Decisions" Dan Ariely recounts an MIT experiment he conducted to test the effects of product and pricing diversification. The entire video is worth a watch, but skip to 12:30 for the most applicable example.


Dan Ariely found that giving a customer more options influences their choice and their perception of a ‘good deal.’ Specifically, one unattractive option can emphasize the utility of other options, helping the consumer decide on an option that best suits them. The end result of proper diversification is that online retailers will offer bad options to emphasize the good, driving customers to act based on perceived value.

6. Test your Ecommerce Pricing Strategy

As with many things in ecommerce, one size does not fit all, so it is important to measure and test the success of changes you make to your online store's pricing strategy. Ideally, every change should be tested and validated with an analytics tool (i.e. Mixpanel, Google Analytics, Shopify Sales Dashboard).

For example, find out if your ‘Summer Sale’ (where you implemented one of these strategies) increased your conversion as you expected, or if the new, trendy products in the store are generating more profit than older products.

With Black Friday and Cyber Monday right around the corner, transcend futile pricing wars... equip your online store with appropriate strategies to help you sell more and stay ahead of the competition. 

This is a Guest Post by Melissa Eisenberg, who is the Marketing Director at  WisePricer, an automated pricing engine to monitor, analyze, and reprice online retail products in real-time.

Drop Shipping: The Easiest Way to Sell Online

Many people shy away from starting an online store because of the startup costs and fulfillment hassles. But…


By Andrew Youderian, ecommerce store owner,

Many people shy away from starting an online store because of the startup costs and fulfillment hassles. But imagine if someone offered to pay your up-front inventory costs on thousands of items and manage your fulfillment operations. It'd be much easier to get started, and you could run your business from anywhere in the world. Sound too good to be true? It's not, if you know about drop shipping. 

In this article, I'm going to teach you all about drop shipping. I'll go over a simple definition, list the benefits, show you how to find drop shipping wholesalers, and give solutions to some common problems associated with drop shipping. 

Update: I wrote a extremely comprehensive (and free) guide to drop shipping. Be sure to check that out here as well

What Is Drop Shipping? 

Drop shipping is a retail method in which you don't keep products in stock. Instead, you partner with a wholesale supplier that stocks its own inventory - you transfer customer orders and shipment details to them, and they ship the goods directly to the customer. The biggest benefit of drop shipping is you don't have to worry about fulfillment or inventory issues. 

Also, most customers don't know you're drop shipping, since "private label shipping" lets you ship from the wholesaler with a return address and invoice customized to your ecommerce store.

The Benefits of Drop Shipping 

There are a number of reasons you should consider drop shipping:

1. You Don't Need Buckets of Money: Drop shipping makes it amazingly easy to get started selling online. You don't need to invest heavily in inventory, yet you can still offer thousands of items to your customers. 

2. Convenience & Efficiency: Successfully launching and growing an ecommerce business takes a lot of work, especially if you have limited resources. Not having to worry about fulfillment is incredibly convenient and frees up your time to concentrate on marketing, customer service, and operations 

3. Mobility: With all the physical fulfillment issues handled, you're free to operate your business anywhere you can get an internet connection.

4. It's a Trusted Model: You might be thinking that this sounds like some sketchy, fly-by-night model – but it's not. Plenty of Shopify online stores, even major retailers like Sears, use drop shipping to offer a wider selection of products to their customers without having to deal with increased inventory hassles.

How Do I Find Drop Shipping Wholesalers? 

Before contacting suppliers, you'll want to make sure your legal ducks are in a row. In the United States, most suppliers will ask for your business EIN number and a copy of your state sales tax and/or resale certificate. Once you're properly established, you can start contacting drop shipping suppliers. 

There are various ways to find drop shipping wholesalers, and the video below outlines your options:

If you already know what products you'd like to drop ship, contacting the original manufacturer is the easiest way to find qualified distributors. Not all distributors will be willing to drop ship, but it will give you a list to follow up with. Unfortunately, the market is littered with scams and low-quality information. If you do decide to invest in a directory, I can recommend the paid directory World Wide Brands as a reputable source of drop shipping wholesalers - but it's still very important to exercise caution.

Google can also be an effective tool for finding drop shippers, but you need to keep a few things in mind. 

3 Ways to Use Google to Find Wholesalers 

1. Search Extensively: Wholesalers and drop shippers are notoriously bad at SEO and marketing, and usually aren't going to pop up on the first page of Google for a term like “handbag wholesaler.” Instead, you'll need to dig deep into the search results, often going through 10 or 20 pages of listings.

2. Don't Judge by the Cover: Suppliers also tend to have outdated, late ‘90s-era websites. So don't be scared away by abysmal design and layout. While a sleek, modern site could signal a great supplier, a low-quality one doesn't necessarily indicate a bad one.

3. Use Lots of Modifiers: As you hunt for suppliers, don’t stop with a search for “wholesale” - make sure to use other modifier terms, including “distributor” , “reseller” , “bulk” , “warehouse” and “supplier.”

4 Common Problems With Drop Shipping 

Despite my glowing recommendation, drop shipping isn't ecommerce nirvana. Like all models, it has its weaknesses and downsides. With some planning and awareness, these issues can be managed and need not prevent you from running a successful drop shipping business.


1. There will be loads of competition and awful margins.

Solution: It's true. Products that can be drop shipped will spawn a lot of competition. Usually this will lead to cutthroat pricing and diminishing profit margins, making it hard to build a viable business. 

To be successful, you typically can't compete on price. Instead, you'll need to offer value in a different way, usually through top-notch product education, service or selection. For more information on how to pick a profitable niche and add value, see these posts on finding a product to sell andthe anatomy of a profitable niche

2. Syncing inventory is difficult & leads to out-of-stock items.

Solution: The best way to mitigate this problem is to work with multiple suppliers with overlapping product lines. It's inherently dangerous to rely on a single supplier. Having two suppliers doubles the likelihood that an item will be in stock and available for shipment.

Many sophisticated suppliers offer a real-time product feed, and you can use a service like eCommHub to easily sync your Shopify website with the warehouse.

Eventually, you’ll sell a customer an out-of-stock item. Instead of canceling the order, give the customer an upgraded product for free! You might not make much – if any – money on the order, but you'll likely build a loyal brand advocate.

3. It's hard to sell products that you never see.

Solution: In today's world, it's possible to become an expert in just about everything through information online. Selling products from manufacturers with detailed websites will allow you to become intimately familiar with a product line without ever having touched a physical item. And when you do need to answer specific question about a product, a quick call to your supplier or manufacturer will give you the answer you need. 

You can also buy your most popular items to get acquainted with them, and then resell them as “used” or “refurbished,” often recouping most of your investment.

4. Involving a third party will result in more fulfillment errors, mistakes, and logistical problems.  

Solution: Even the best drop shippers make occasional mistakes, and mediocre ones make a lot of them. Suppliers are fairly good about paying to remedy problems, but when they're not, you need to be willing to spend what's necessary to resolve the issue for your customer. 

If you try to blame your supplier for a fulfillment problem, you're going to come off as amateurish and unprofessional. Similarly, if you're unwilling to ship out a cheap replacement part to a customer because your supplier won't cover the cost, your reputation is going to suffer.

One of the costs of drop shipping convenience is the expense of remedying logistical problems. If you accept it as cost of doing business – and always make sure to put your customer first – it shouldn't be a long-term issue.

The Final Word on Drop Shipping 

Is drop shipping the path to overnight ecommerce success? Of course not. As with any successful online store, you'll need to invest over time in a quality website, marketing, and customer service.

But drop shipping does provide an easy way to get started and the ability to leverage other people's capital without having to invest thousands of your own. When managed correctly, it can form the foundation of your own successful online store.

Further Learning

Looking to learn more about drop shipping? Check out our "Ultimate Guide to Dropshipping" - a free comprehensive guide that covers everything you need to know about building and running a successful dropshipping business. 

By Andrew Youderian, an ecommerce entrepreneur and the owner of numerous online stores. You can learn how to create a profitable online store with his free 55-page eBook or find out more about drop shipping on his blog,

10 Ways Pinterest Can Drive Traffic and Increase Sales

As a small business owner, you can sometime feel like you're being pulled in every direction while trying…


By Andreea Ayers, Author of Pinterest Advantage

As a small business owner, you can sometime feel like you're being pulled in every direction while trying to drive traffic to your ecommerce shop. When it comes to social media, you’ve got to post to Facebook, Twitter, LinkedIn, YouTube, your blog, and somewhere in there, maintain your online store. While it may seem daunting to take on yet another social network, Pinterest is well worth the effort, especially if you sell a product – which most of you do!

Here are 10 ways you can use Pinterest to drive traffic to your ecommerce online store:

10 Ways to Increase Ecommerce Sales Using Pinterest

1. Pull Back the Curtain

People want to see how things are made, from Kickstarter backers watching a product evolve from prototype to product, to behind the scenes clips from your favorite TV show.

Whether it’s just you working away at your home based business or your employees working together to get your latest shipments out, show your Pinterest followers what’s happening inside your business and the people who make it tick.

2. Reuse Content

Save time by pinning photos and videos you already have. The images you've used on your blog, or that you took at your latest craft fair, are sitting on your hard drive waiting to be shared.

Create a brand history board that showcases your business as it grew from hobby to shop and share photos of your past products to illustrate just how much you’ve grown.

3. Get Your Fans Involved 

Use your mailing list, customer lists, and social networks to drum up activity on your Pinterest board. If you’re new to social media, remember that you have a personal network of friends and family who would love to support you.

Ask your fans to share photos of your product in action to provide a wider variety of engaging images for your pinboards. Let non-Pinterest using fans know you’d love to highlight their support and if they’ll send you their pictures, you’ll pin them.

4. Create Thematic Boards 

If you did #3 already, your fans know where to find you on Pinterest. Now you’ve got to engage. Build thematic boards to help spark new interest.

If your product is jewelry or apparel, ask fans to share photos of them wearing your design in front of notable landmarks. For home décor and design shops, ask fans to share their design savvy and show off the room they used your product in.

5. It’s Not All About You 

Even if you have a thousand products, you and your fans will eventually run out of pictures. Let your fans express their personal style by building boards that are all about them. These could be photos highlighting their techy sides, the fashionista inside or anything else that links back to the idea of your brand. The goal is to keep content fresh and keep your followers coming back to see what’s new.

6. Get Personal 

Pinterest is the most personal of the social networks, so introduce the person behind the pins. Share some details like the poster’s name, job title, and what they like best about working at your company. If it's just you - tell them a bit about yourself. 

If you’re brand gives back to a charity or you only chose eco-friendly products and materials, highlight it to remind your followers that there’s more to your shop than just selling a product.  

7. Watch your Metrics 

Tracking follower engagement on Pinterest isn’t as easy as on Facebook or Twitter, but with a careful eye you can see what kinds of pins and boards your followers get excited about. When you know what works (and just as importantly, what doesn’t) it’s easier to get the most out of your time on Pinterest. 

8. Link, Link, Link, Link 

Yes, that’s a lot of links, but it’s the number one thing businesses on Pinterest forget. If someone is browsing your boards and sees a must-have product, make it one-click easy for them to find it on your Shopify shop, and buy by adding a link to that product in the pin description.

9. The Long Sell 

People want to chose a product, not have it sold to them.

You want to engage your followers and show them what you have to offer. Once they’re hooked, send them to your ecommerce store. And don’t forget to post your products’ prices with your pins. This will make the more likely to be discovered by new customers who are searching the Gifts section on Pinterest.

10. Collaborate 

Double your results, but not your efforts, by teaming up with other Shopify shops to highlight each other’s products on Pinterest. Find like-minded businesses that share your target market, but not your product and offer them the opportunity to be showcased on your Pinterest boards in return for a space on theirs. You can use Shopify's Marketplace to search categories and products.

Build boards around a theme like home décor, or keep it broad as a board of independent business you support.


If traditional social media sources are like advertising, then Pinterest is like the helpful sales clerk who helps clients find what they really want.

Small and medium sized businesses can get lost in the noise of millions of voices on Twitter and pushed to the bottom of the Facebook newsfeed. On Pinterest you can build something special that the big companies can’t do as easily: shape your social media strategy to express your brand’s personal style. 

Pinterest was built for businesses like yours, because of it's heavy focus on the visual. When you let your creativity (and that of your Pinterest followers) run free, you’ll earn new interest, buzz and the sales that go along with it.

I’d love to hear how these tips worked for you or any ideas that aren’t on the list that have worked for you. Share your thoughts in the comments.     

For more info on Pinterest check out:

This is a guest post by Andreea Ayers. Andreea started her own t-shirt business a few years ago and sold over 20,000 t-shirts and got in over 200 magazines and media outlets before selling her company. She is also the author of Pinterest Advantage, an ebook and an online course about growing using Pinterest. You can find her at Launch Grow Joy

Daymond John on Starting Up, Lean Growth & Partnerships

Daymond John is best known for creating the clothing brand FUBU, and starring in ABC's reality TV show Shark…


Daymond John is best known for creating the clothing brand FUBU, and starring in ABC's reality TV show Shark Tank. In the video below, Daymond lays out his keys to successfully creating a fashion & apparel powerhouse - but his advice on entrepreneurship, lean growth, and strategic partnerships applies to all ecommerce businesses. 

All the advice Daymond shares come from his own experiences. Daymond built FUBU in 1992 with only a few dollars, and in six years his company returned $350 million in revenue. To date, FUBU has amassed over $6 billion in global sales. This guy knows what he's talking about. 

Here are Daymond's 6 keys to success: 

1. Define Your Customer 

Find out what your potential customers are willing to spend. Will they pay $20 for a t-shirt, or $100?

2. Don't Spend Too Much on a Sample Line 

If you're looking to create a clothing line, don't cut patterns and go to China and make a whole product line before getting a proof of concept. The reality is you might not sell anything. Start lean: Go to a seamstress and get her to sew a couple pieces, or do it yourself. 

3. Get Proof of Concept

Don't get a $100,000 loan before you sell anything. Don't try and judge how big your company is going to be from selling to your friends. Naturally, your friends love you and want to support you. You can only judge if you have a viable product if a stranger will buy a t-shirt. Get your proof of concept by selling to strangers. 

4. Sell Online

With social media, Google AdWords and all of today's marketing advancements, it's so easy to spread your brand online. 

5. Get Your Product in Stores 

A lot of people want to immediately get into Macy's but that's a mistake. Always start with by getting into a local store. Become a local hero. That's how you get attention. Look at music artists... they need to get popular in their hometown before they go national. Don't scale too quickly until you start to sell, see what works, what doesn't work, and sell again. Get the bugs out of the line, then look for distribution. 

6. Don't Sell Out Too Early

Too many people are eager to sell a portion of their company. OPM shouldn't' be other peoples money. It should be other people's mind power, manufacturing, marketing, and mistakes. Get creative and think outside the box when it comes to strategic partnerships and co-branding opportunities. 

Join Shopify's Build-A-Business Competition

Daymond John is one of the mentors in our Build-A-Business competition. Existing and new Shopify ecommerce stores can still register to participate. You'll have a chance to win one of four prize packs that include a $50K investment, a VIP trip for two to NYC to meet the mentors, $20K in Google AdWords credits, and a feature article in Fast Company. 

Understanding AdWords Keyword Matching to Increase Sales By an Ex-Googler

IntroductionTo run a successful Google AdWords campaign, you NEED to understand keyword matching. It's one of the key…


This is Part 3 of our Google AdWords series by ex-Googler Anton McCarthy. 


To run a successful Google AdWords campaign, you NEED to understand keyword matching. It's one of the key factors in the set-up and management of a high-performing, cost-effective Google AdWords campaigns, especially for ecommerce stores. Using keyword matching, Google allows you to control which keywords searches may cause your ad to show. Therefore, it is crucial that you understand how keyword matching works, and how best to use it to your advantage.

Let’s examine each match type, and the benefits of each one.

Google AdWords keyword match types include:

  1. Broad match
  2. Broad match modifier
  3. Phrase match
  4. Exact match
  5. Negative match
Now lets dig deep into each type and I'll tell you exactly how to leverage them to increase ecommerce sales.

1. Broad Match

This is the simplest match type, and the one that is probably the easiest to understand.  It is also the default match type for any keyword. A keyword set to broad match will display ads on a wide range of variations of that keyword. These variations include plural and singular forms, misspellings, abbreviations, acronyms, and related terms.

For example, if you add the keyword ‘car’ to your ad group, your ad may display to someone searching for ‘cheap cars’, ‘white car’ or ‘second-hand car’. It may also show for someone searching for ‘new auto’.

The use of broad match allows you to gather a wide set of data relating to which keywords customers are using to find you. It can be a useful match type to use at the outset of a campaign in particular, and when you may not be all that sure which keywords customers are most likely to use when searching for what it is you sell. Then, once you have collected a reasonable amount of data on the keywords which are triggering your ads to display, you can use it to refine your campaign, eliminating the keywords which aren’t bringing you value.

The most obvious downside to broad match is that your ad can show for keywords which may not be all that relevant, meaning you may attract clicks from users who are not actively seeking your product or service. In other words, not every search comes with the intention to purchase. For example, is someone who searches for ‘new camera’ already in purchase mode, or just looking for information and reviews?

 You can address this issue by ensuring you have a good combination of other match types in your campaign, as well as using negative keywords, which we will come to later.

I recommend using broad match sparingly, and monitoring the statistics which relate to broad match keywords carefully and frequently.  You can also use the ‘search terms report’ to identify irrelevant searches which resulted in a click on your ad, and then add these terms as negative match keywords.

2. Broad Match Modifier

Broad match modifier allows your ads to show for more closely related variations of your keywords. It is a useful option for when you want to be found for a broad range of terms, but want to restrict this range to closely related terms which contain your keyword. So, the keyword term ‘+green car’ will allow your ads to show for ‘budget green car’, but not for ‘blue car’.

Depending on the keywords you have entered into your ad group, your ads may still display for terms that are not as tightly targeted to what you are selling. This means that you should ensure you have used as many appropriate negative keywords as possible, and that you monitor your campaign closely for the results and conversions you are achieving from your broad match modifier keywords.

To use broad match modifier, simply add the plus sign (+) beside the keyword you would like to trigger your ad; e.g. +green car.

3. Phrase Match

You can think of phrase match as a significantly more restrictive version of broad match. With phrase match, your ads will display for keyword searches which match your keywords exactly or with words before and after it.

An example is the phrase match keyword “green car”. For your ad to display on a search relating to ‘green car’, the search has to include those two words, in that specific order. This means that someone searching for ‘new green car’ is eligible to see your ad, but someone searching for ‘green budget car’, is not.

Phrase match offers some key advantages. It enables you to closely control the searches which will trigger your ad. In addition, you may likely pay less for your clicks using phrase match, since your keywords are more likely to be highly relevant to your ad text and to the products you sell on your landing page. With AdWords, greater relevance helps lead to lower overall cost in terms of the average cost-per-click (avg. CPC) you are likely to pay.

With phrase match, since you only show for very closely related terms, you may end up missing some keyword variants that may be relevant or useful to your campaign. However, you can help prevent this by coming up with a well-thought out list of relevant campaign keywords.

4. Exact Match

Exact match is simple to understand and means that your ads will show only for the exact term you specify, and no variants. For example, the exact match keyword [green car] will only trigger ads on that specific term. It will not show for searches on ‘budget green car’, or even ‘green cars’. It is a good option to use when your AdWords budget is limited, and when you want to maximise the relevancy factor in your campaign, i.e. if you want your ads to show only to those searching for the precise product or service you provide. Exact match can work particularly well when advertising specific product models or niche terms, e.g. ‘Camera model X3000’.

A key benefit of using exact match is that you can run a very economical campaign, targeting only those who are seeking the specific product you are offering. Your average cost per click may be lower than with other match types, simply due to the fact that your keywords are likely to be very highly targeted to your ads and to your website landing pages, giving you a high click-through rate (CTR), and high overall ad quality.

The one main disadvantage of exact match is that it may be too restrictive – unless you have carried out extensive research on the terms potential customers are using to find the products you sell, you may be missing out on potentially valuable search traffic, and the range of data you will receive on the keywords customers might use to find you will be far more limited than with the other match types.

However, exact match is a great way to keep your costs down and your campaign performing well, especially when combined with the use of the other match types.

5. Negative Match

Negative match is a match type that is often mistakenly overlooked or neglected by advertisers, and is certainly one that you should take care to use in your campaign. If you add a keyword as a negative match, your ad will not show for searches on that keyword. For example, if you sell a software product, but do not wish to attract irrelevant clicks from those searching for free software products, you can simply add ‘free’ as a negative keyword to your ad groups and campaigns.

Negative match is a great way to filter out irrelevant clicks in your campaign, helping you to save money and keep your campaign performing at an optimal level, through ensuring that the keywords which trigger your ad are highly targeted and relevant to the products you sell.

To use negative match, simply add the minus sign (-) to any keyword for which you do not want your ad to show.


I hope that this overview of Google AdWords keyword matching has proved valuable and insightful! The ideal approach to using match types is to use a variety of them within your campaigns, and as ever, monitor the results closely to identify the top performing keywords. In practice, for best results, each ad group should contain a variety of match types.

And as always - remember to test, track and tweak as you go!

This is a guest post by ex-Googler Anton McCarthy. Currently, Anton is an online marketing specialist and entrepreneur who loves all things digital. You can find him blogging at and Tweak Your Biz. Also follow Anton on Twitter.


The Pros and Cons of Selling on Amazon and eBay

At first glance, online marketplaces like Amazon and eBay seem to be a creation of mutual benefit. Ecommerce…


At first glance, online marketplaces like Amazon and eBay seem to be a creation of mutual benefit. Ecommerce store owners gain increased exposure for their products, and the marketplaces gain an expanded product range without having to increase inventory.

On closer inspection, the mutual benefits remain, but the reality is more nuanced. Should you expand your presence beyond your online store and start selling your products on Amazon and eBay?

The answer is... it depends. A marketplace strategy may be a boon for some retailers and a bust for others. There are a lot of variables that need to be taken into consideration, including the type of products you sell, the intensity of competition in your category, marketplace fees and restrictions, and so on.

There are, however, some pros and cons that apply across the board. In this post, we’ll explore those pros and cons, so you can make the decision of whether or not to sell on marketplaces well-informed as to the upsides and the downsides.

Pros of Selling on Amazon & eBay

1. Increased Sales

The chief draw of selling on marketplaces such as Amazon and eBay is the scale of their online presence. Amazon alone draws nearly 85 million unique monthly visitors - that’s a heck of a lot of eyeballs! And those eyeballs can translate into higher sales volumes. According to an Amazon executive, sellers report an average 50% increase in sales when they join Amazon Marketplace.

2. Customer Acquisition

Nobody visits Amazon or eBay searching for your store. But they may be searching for - and discover - your products. Products they may not have discovered otherwise, or that they may have purchased from a competitor.

Once you’ve got a customer in the door, even if it is through a marketplace, you’ve got a chance to win repeat business through excellent service and fulfillment. This is especially the case if you’re selling products in a category that encourages frequent, repeated purchases such as hobby supplies or fishing gear.

3. Marketplace Infrastructure

Marketplaces are all about strength in numbers. This is as true for online marketplaces as it is for real world examples like farmers’ markets, shopping malls, and food trailer parks. The variety and all-in-one aspect of the marketplace can draw in lots of customers who prefer that kind of shopping experience. Online marketplaces also bring the additional layer of single-stream checkout and fulfilment support in order to create a seamless experience for buyers.

Cons of Selling on Amazon & eBay

While there are some significant upsides to selling on marketplaces, there are also some drawbacks that need to be considered.

1. Marketplace Fees

Setting up shop on a marketplace can potentially supercharge your sales, but it also exposes you to another cost center - marketplace fees. Most marketplace fees are deducted as a percentage of each sale, and can vary from site to site and even category to category. Before selling your products on a marketplace, you’ll want to make sure you have a good sense of your margins and a firm understanding of the marketplace’s fee structure. In highly commoditized, low-margin categories, the numbers may just not add up. See fees for selling on Amazon, and fees for selling on eBay.

2. Marketplace Infrastructure

While the marketplace infrastructure has many advantages, it’s important to remember that it can cut both ways. Marketplaces don’t exist to help you, but to help themselves. They want the focus to be on the products, not the sellers. And that means they might restrict the degree to which you can brand your presence, communicate with customers, dictate what items you can and cannot sell, and so on. 

Additionally, there’s nothing to stop marketplace owners - in the case of Amazon, Sears, and so on - from “going to school” on third-party sellers, identifying popular products and stocking them themselves.

3. Keeping Inventory in Sync

A marketplace is essentially a second point of sale. And one that sometimes can’t be configured to talk to your shopping cart. In effect, both draw down the same inventory, but don’t sync with one another, making it challenging to understand your stock levels without lots of manual reconciliation. Fortunately, applications exist to help you aggregating orders from multiple sources and making sure your inventory stays in sync across all your stores. 

How to Choose a Marketplace

As you weigh the pros and cons of selling on a marketplace, it’s also worthwhile to consider which marketplace you would join. The tempting answer is “all of them!”, but each marketplace has its own system, its own processes and limitations and quirks. Learning to navigate those can take time you probably don’t have, so it’s best to stick to one or two marketplaces unless you know you can support more. 

Two of the largest and most well-known marketplaces are Amazon and eBay. Amazon’s Marketplace takes the sharper retail tack, and as a retailer itself Amazon provides tools to help third-party sellers become part of a seamless shopping experience, including “Fulfillment by Amazon”, which involves shipping your inventory in bulk to Amazon and letting them handle shipping.

eBay, on the other hand, is essentially a massive marketplace. Where Amazon focuses on the Amazon shopping experience, eBay offers seller tools and features that make it easier for you to feature your brand, as well as sell non-standard items.

Other Ways to Make Sales


Check out our free guide on 50 Ways to Make Your First Sale.

Article by Matt McDougall, Director of Marketing for Ordoro, a comprehensive order and inventory management solution for online retailers. Ordoro is available in the Shopify App Store and has a free 15 day trial

How to Use Twitter for Ecommerce

Twitter is a powerful tool for all ecommerce store owners, and can easily be used to increase customer…

Twitter is a powerful tool for all ecommerce store owners, and can easily be used to increase customer engagement and sales. In this blog post we will cover some of the basics such as how to turn Twitter into an effective research tool, customer support platform, and even teach you some of the lingo and give you ideas on what to Tweet. 

What’s Your Goal?

Before jumping on to another social media tool, first determine what you want from Twitter. For example, a law firm would not try to secure new clients with Twitter. Rather, the law firm would be establishing itself as a credible source of information with great tweets about their expertise. Becoming a leading voice in law will add to their credibility and impress potential clients. It’s important to figure out if your target market are using Twitter and then see what real value you can bring to them.

How to Speak in Twitter's Language

Twitter has it's own language with subtle nuances and etiquette you need to understand. It's important to take a step back and understand some basic Twitter lingo, for a full list check Twitter’s great glossary.

  • Tweet: A 140-character message
  • Handle: Your username
  • Retweet (RT): Re-sharing someone else’s tweet
  • Hashtag (#):  A tool that allows others to find your tweets, based on topics. You can click on a hashtag to see all the tweets that mention it in real time — even from people you don’t follow. Inventing your own hashtag can be a great way to increase your brand visibility, and create a more unified Twitter community. For example, Shopify’s Build-A-Business has lead to #BuilldaBiz which has taken off globally and helps us engage with new shop owners
  • Direct Message (DM): A private message between two people. You may only DM a customer who follows you
  • Mention (@): Reference another user by his username in a tweet. Your customer would be notified when @mentioned

How to Use Twitter for Ecommerce

1. Customer Support

As an ecommerce merchant, you need to start thinking of Twitter as a public complaint department. Here is a great post on the secrets to running a successful Twitter complaint department. We asked our Twitter followers if they use Twitter as a customer service channel, and here are some of the responses: 

2. Manage Positive and Negative Tweets

If the tweet is positive – retweet it. Then tweet back with a thank you, expressing how glad you are that they’ve had a good experience with your product. You can even mention a sale or a new product coming out soon. If the tweet is negative – address the issue and offer a solution. Treat your Twitter conversations with customers as you would a face-to-face interaction: be friendly, enthusiastic, and polite. If you have a angry customer, don’t fire back with rage but rather shower them with quality help and kindness to put out their flames.

3. Research Your Target Market  

Twitter is one of the best places for ecommerce entrepreneurs to get info for growing their online store. According to Twitter they're the fastest, simplest way to stay close to everything you (and your customer) care about. For example, If you sell the world’s greatest scented candles, do a Twitter search using keywords to find others who are talking about scented candles. The more prolific the user is on Twitter (they have a ton of followers and/or tweet often), the better. However, don’t forget the little guys on your way up to Twitter stardom as everyone is a great potential consumer.

4. Research your Competition and Heros

Your competitors are probably already on Twitter, learn from their success and failures before pumping out tweets. This guide will show you how to identify your top 5 competitors and show you 8 tools that will help you gather in-depth information on your competitors strengths and weaknesses. With a few hundred million different Twitter accounts, it's tough to find the right thought leaders, SEO masters, and the best ecommerce news, lucky for you, Shopify did exactly that, here is a list of 50 must follow Twitter accounts for ecommerce entrepreneurs.

What Should I Tweet?

The most effective thing an ecommerce store can Tweet, is simply communicating with your following. Sure you can tell everyone about sales, and answer questions, but what's really going to grow your following is daily and continuous "small-talk" - whereas you're talking about anything and everything with your following. Also try: 

  • Sales, discounts, and new products
  • Ask fun questions
  • Ask for opinions on which new prototype your Twitter community likes best
  • Ask about their favorite products and brands
  • Offer to send them free stuff. 
  • Tweet fun pictures of your product and ask your followers to do the same
  • Tweet recent blog posts
  • Interesting & related YouTube videos are great
  • Industry infographics
  • Famous quotes that are related to your industry
Managing your Twitter account can be tough work – but your efforts should pay off in the end with increased sales, and a strengthened online community. Check out our top 10 quick Twitter tips for even more benefits and rules on how to conduct a stellar tweet.

Happy Tweeting!

Shopify Now Offers Ecommerce Policy Templates

Privacy, Service, and Refund policies can be critically important to your ecommerce store – both for your legal…


Privacy, Service, and Refund policies can be critically important to your ecommerce store – both for your legal protection and that of your customers. But writing these policies yourself can be difficult, and hiring a lawyer to draft them is expensive.

Don’t worry – Shopify has your back. Our new policy generator in your store's dashboard makes it fast and easy to create custom policies for your store. And best of all, it’s free!

Read on for a breakdown of the 3 different policy templates we now offer, and why your store might need them:

Privacy Policy

A privacy policy or statement tells your customers how you use their personal information (email addresses, credit card information, or automatically collected browser information).

 Why Do I Need a Privacy Policy?

  • It’s the law. In the United States, Canada, the United Kingdom, Australia, and New Zealand, there are legal directives that require websites to post privacy policies.
  • Many online consumers are worried about protecting their personal and financial information. A privacy policy gives them confidence that they can trust you with their info.
  • If your store has a payment gateway, they will likely want you to have a privacy policy before they approve you.

Terms of Service

A Terms of Service is a list of rules that tell visitors what they are and aren’t allowed to do while visiting your online store (such as hacking, spamming, or posting obscene comments). You’ll also see this policy referred to as “terms and conditions”, “terms of use” or “terms.”

 Why do I need a Terms of Service?

  • It reassures your customers that they won’t be exposed to spammers, viruses or obscene comments.
  • If there’s a disagreement between you and a visitor, it can protect you from being sued.
  • Again, certain payment gateways require all ecommerce stores to have a Terms of Service as a part of their approval process.

Returns and Refund Policy

A refund policy lets your buyers know what to do if they’re unhappy with their purchase.

 Why do I Need a Returns and Refund policy?

  • Regardless of whether your store accepts refunds or exchanges (it should!), being upfront and honest about your store’s refund policy will keep your customers happy and coming back.

How to generate the policies

Go into your Shopify admin and click on "Checkout & Payment" in the "Preferences" tab

Scroll all the way to the bottom and click on the "Generate" button for any of the policies you want to add

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