I started in ecommerce in 1997.

We were building ugly storefronts, explaining to customers why entering a credit card online was safe, and praying the checkout didn’t crash when three people showed up at once. There were no real platforms, no playbooks, and definitely no guarantees this whole “buy online” thing would stick.

Now ecommerce has crossed the $10 trillion mark in cumulative U.S. sales.

That number is massive. But what hits me more is the journey behind it.

We watched the birth of an industry.
Then the gold rush.
Then the normalization.

And now we’re entering something else entirely.

This is the era where ecommerce stops being a channel and becomes infrastructure. It’s embedded into how people discover, evaluate, and buy everything.

Inside my community, The Ecommerce Revolution, I see it every week. Founders are no longer asking “Should I sell online?” They’re asking:

How do I compete when everyone is online?
How do I build systems instead of campaigns?
How do I win when growth is no longer automatic?

The next frontier is already forming.

Agentic Commerce.
AI shopping assistants.
Machines helping customers research, compare, and buy without ever touching a traditional storefront.

Five years from now, that $10 trillion number is going to look small. Not because ecommerce explodes in the same way it did before, but because the definition of ecommerce expands. Transactions will happen inside conversations, inside agents, inside ecosystems we’re just starting to understand.

We’re not just watching an industry grow anymore.

We’re in a second revolution.
One that’s less visible, more technical, and far more powerful.

The first wave was about getting online.
The second was about scaling traffic.
The next is about building intelligent commerce systems that operate with you.

The people who treat this shift seriously will build the next generation of category leaders.

The rest will wonder when things got so hard.

Long live ecommerce!

Ramin

Attention ecommerce entrepreneurs 📣

There is a real shift happening right now.

People are not just using AI to research products anymore. They are starting to buy inside the conversation.

ChatGPT rolled out Instant Checkout late last year (known as ACP - Agentic Commerce Protocol - Shopify and Etsy were their early partners). A customer can discover a product in chat, click buy, and complete the payment without ever leaving the interface. OpenAI takes roughly a 4% transaction fee on those completed sales.

Put that next to Amazon, where most sellers give up 8 to 15% plus in referral fees and then spend even more on ads just to stay visible. It changes the conversation.

Here’s the important nuance.

Even though checkout happens inside ChatGPT, the order is still sent to the merchant’s backend. You fulfill it. You handle shipping, taxes, returns, customer support. You remain the merchant of record. ChatGPT is facilitating the transaction, not becoming Amazon with warehouses.

That matters.

This is conversational commerce becoming a real sales channel.

Does this mean ads disappear? No. ChatGPT has introduced paid placements for certain users. But it does mean that product discovery is no longer limited to search engines and traditional marketplaces.

Traffic is still early. This is not replacing Amazon tomorrow, and I’m sure Amazon will continue to push harder into this space too.

But AI is moving closer to the transaction layer, not just the research layer.

And ecommerce platforms are paying attention.

They know merchants will want structured ways to connect their catalogs to these AI systems. So they are building the infrastructure to make that possible.

Shopify, as it often does, is moving quickly here.

In addition to their partnership with OpenAI/ChatGPT on the Agentic Commerce Protocol, they have introduced what they call agentic commerce infrastructure, including the Universal Commerce Protocol. The idea is to standardize how AI platforms connect to merchant stores so pricing, inventory, discounts, subscriptions, and policies can flow directly into AI environments (all of them). Here’s a quick video on how it works.

In simple terms, AI becomes another channel that plugs into your store’s backend.

If you are on Shopify or any major platform, this is the moment to understand:

• How clean and structured your product data really is
• Whether your catalog is machine-readable
• How your checkout logic and policies are configured
• What this could mean for attribution and customer ownership

We talked about this direction on the podcast late last year before this most recent announcement, and it is unfolding quickly.

If you run an ecommerce brand, this feels like one of those early shifts. It does not look massive yet. But neither did SEO. Neither did marketplaces. Neither did paid social in the beginning.

The merchants who pay attention now and start testing will be in a much better position when this channel matures.

This is another evolution in how products get discovered and purchased.

It’s an exciting time and one you MUST pay attention to if you want to succeed in ecommerce.

Happy New Year to the entire The Ecommerce Revolution community.

Whether you’re still shaping your idea, getting ready to launch, or already in growth mode, I’m glad you’re here. Building an ecommerce business isn’t easy. It takes clarity, consistency, and the willingness to keep learning when things don’t go as planned.

2026 is a fresh chapter. A chance to simplify what’s not working, double down on what is, and make more intentional decisions about how you build and grow. My focus this year is helping you create businesses that are not just bigger, but healthier. Better systems. Better use of data and AI. Stronger customer relationships. Less noise.

Thank you for being part of this community.

Here’s to a focused, profitable, and fulfilling 2026.

Let’s build.

Ramin

With two weeks left until Black Friday, you’re officially past the traditional preparation timeline. But don’t panic—AI tools can compress weeks of work into focused days of execution. Whether you’re keeping it simple with one strong offer or getting creative with tiered promotions, the key is knowing exactly where to direct your energy. Here’s your priority hierarchy.

Important Note About The Prompts Below: These prompts work best when you’ve already trained your AI tool on your brand voice, values, and product details. Additionally, don’t use these prompts verbatim, instead review and customize each one to align with your specific business goals, brand positioning, and current BFCM priorities.

Day 1: Get Your Offer Sorted (~2-3 hours)

This is the decision keeping you up at night. Stop overthinking it.

Action: Use AI to Help Make the Call

The Prompt:

I sell [product category] with these details:
- Average Order Value: $[X]
- Profit Margin: [Y]%
- Main goal for BFCM: [revenue/new customers/inventory clearance]
- I'm attaching last years offer as perspective [only add this if it adds value to the prompt]

Give me ONE clear offer recommendation for Black Friday-Cyber Monday. 

Tell me:
1. What the offer should be
2. Should it be the same all weekend or different for BF vs CM
3. The exact promotional copy to use

Keep it simple and margin-protecting.

Pick Your Model:

• Protecting margin? → Tiered discount (Spend $75, Save 15%)

• Have slow-moving inventory? → Bundle 3 products, price it at 25% off

• Want to reward existing customers? → VIP early access (Nov 27-28) then public launch

• Need simplicity? → Free shipping on orders over $[threshold]

Done. Lock it in. No more changes.

Time: ~2-3 hours total (including making the decision and getting buy-in if necessary)

Day 2: Write All Your Marketing Copy (~3-4 hours)

Let AI write everything in one sitting, but remain the human in the loop and critique the copy before using it.

Action: Generate Your Complete Copy Package

The Prompt:

Write all my BFCM promotional copy in a [describe your brand voice] tone.

My offer: [the offer you decided on Day 1]
My audience: [who you sell to]

I need the following promotion copy:
1. 5 email subject lines for BFCM launch
2. 5 email body copy matching subject lines and highlighting the offer(s) 
2. 3 SMS messages (under 160 characters each)
3. Website banner text (10 words max)
4. Social media captions (3 variations - Instagram, Facebook, TikTok style)
5. Cart page urgency message
6. Shipping deadline website and email copy [my shipping deadlines are]

Avoid fake scarcity and overused phrases like “don’t miss out.”

Set Up Your Email (and SMS) Sequence:

Use your email platform (Shopify Email, Klaviyo, Mailchimp, Omnisend, etc.) to schedule. Dates and times should be adjusted to match your BFCM promotion schedule.

1. Nov 25 (Monday): Teaser email - “Here’s what’s happening starting Friday...”

2. Nov 27 (Wednesday PM): VIP early access (if you’re doing this) OR final reminder

3. Nov 28 (Friday, 6am): Black Friday launch

4. Nov 29 (Saturday, 6am): Small Business Saturday promotion reminder (only if you doing this)

5. Nov 30 (Sunday, 6pm): Last chance for Black Friday pricing

6. Dec 1 (Monday, 6am): Cyber Monday (if different offer) OR “Final Hours”

7. Dec [pick date based on shipping deadline]: Last day to order with [shipping method] to arrive before Christmas.

Time: ~3-4 hours (AI writes it in 5 minutes, you spend the rest reviewing and scheduling)

Day 3: Speed + Mobile Check (1-2 hours)

70% of your sales will be on mobile. If your site is slow or checkout is broken on phones, you’re toast.

Action: Test and Fix the Obvious

Step 1: Speed Test (15 min)

1. Go to PageSpeed Insights: https://pagespeed.web.dev/

2. Test your homepage and top 3 product pages

3. Feed results to ChatGPT: “Give me 3 non-technical fixes I can do in 30 minutes to improve mobile load time”

Common Quick Fixes:

• Compress images (use TinyPNG.com - drag and drop, done in 10 min)

• Remove apps you don’t use

• Disable pop-ups during BFCM (they kill mobile conversion - don’t forget to turn them back on)

Step 2: Mobile Checkout Test (30 min)

1. Pull out your phone

2. Add item to cart → go to checkout → complete purchase

3. Time it. If it takes more than 90 seconds or requires more than 3 taps, you have a problem

Ask AI:

I timed my mobile checkout at [X] seconds and it requires [Y] steps. 
Common friction points I noticed: [describe - too many form fields, unclear shipping costs, payment buttons hard to tap]

What are 3 quick fixes I can make without hiring a developer?

Step 3: Add Buy Now Pay Later (30 min)

BNPL now accounts for 20% of Black Friday transactions. Enabling it removes a major purchase barrier, especially for higher-priced items.

Important: Review the fee structure before enabling. Most BNPL providers charge 2-6% per transaction, which can impact your margins.

• Shopify: Enable Shop Pay Installments (Settings > Payments > turn it on)

• WooCommerce/BigCommerce: Install Afterpay, Klarna, or Affirm plugin

Time: ~15 min-1 hour total

Day 4: Operations Reality Check (1-2 hours)

Don’t let the back-end kill your front-end.

Action: Lock Down Fulfillment

Shipping Deadlines (30 min):

1. Calculate your actual shipping cutoffs. If you are dropshipping, talk to your suppliers. If you are using a 3PL fulfillment center, make sure you know their shipping deadlines and if you are self-shipping, check with your shipping carriers.

2. Add the deadlines EVERYWHERE:

   • Header banner: (e.g. Order by Dec 18 for Christmas delivery)

   • Product pages

   • Checkout page

   • Footer

   • Send out emails ahead of deadlines (see “Day 2 - Setup Your Email” above)

AI Prompt:

Write customer-friendly shipping deadline messaging for my website. 
Our cutoff dates are:
- Standard shipping: [date]
- Express shipping: [date]
- Overnight: [date]

Give me: header banner copy, product page text, email campaign and cart/checkout reminder text.

Inventory Check (30 min):

1. Export your product list (or run a bestsellers report)

2. Identify your top 20 sellers

3. Ask AI:

   Based on last year’s data [paste numbers], which of these products will sell out first? What should my reorder triggers be?

Customer Service Prep (30 min):

• Create 5 templated email or chat responses for common questions:

  • Where’s my order?

  • Can I change my order?

  • What’s your return policy?

  • Is this item in stock?

  • When will you restock?

AI Prompt:

Write 5 customer service email templates for BFCM in a [friendly/professional] tone covering: order tracking, order changes, returns, stock questions, and restock notifications.

Time: ~1-2 hours total

Day 5: Set Up Post-Purchase (1 hour)

This is your December revenue insurance.

Action: Build Your Retention Sequence

The Critical Flow:

• Day 1 after purchase: Thank you email

• Day 3: “Order Update” + review request

• Day 7: Loyalty program invite OR exclusive offer for repeat purchase

• January: “We hope you had a great Holiday Season. Check out our January deals.”

AI Prompt:

Create 3 post-purchase emails to convert BFCM buyers into repeat customers:
1. Day 1: Thank you (warm, genuine)
2. Day 3: Review request (not pushy)
3. Day 7: Exclusive offer for second purchase

Brand voice: [describe]
Product type: [describe]

Set these up in your email platform to trigger automatically after purchase.

Time: 1 hour (AI writes it, you schedule the automation)

The Final Checklist (30 min on Day 5)

Before you launch, verify:

• [ ] Offer is finalized and won’t change

• [ ] All emails are scheduled

• [ ] Mobile checkout works (you tested it yourself)

• [ ] BNPL payment options are enabled (if applicable)

• [ ] Shipping deadlines are visible on the site and everywhere else

• [ ] Customer service templates are ready

• [ ] Post-purchase emails are set to auto-send

Now go execute. You have 5 days.

Happy BFCM!

We heard this was coming, and now it’s officially here!

OpenAI has officially launched ChatGPT Checkout, powered by the Agentic Commerce Protocol (ACP) in partnership with Stripe.

What does this mean?

• Shoppers can now go from asking “What’s a good ceramic gift under $100?” to buying directly inside ChatGPT.

• Merchants stay in control. You’re still the merchant of record, with full ownership of fulfillment, payments, and customer relationships.

• Discovery is organic and free. Products appear when they’re most relevant, and you only pay a small fee when a purchase happens.

• Checkout is instant, secure, and seamless with Apple Pay, Google Pay, or card.

This is the first real step into agentic commerce, where AI agents don’t just recommend products, they facilitate the purchase. It’s already live with Etsy, with Shopify merchants next, and expansion beyond the US planned.

👉 Explore the announcement here: chatgpt.com/merchants. There’s also an application for merchants interested in submitting a product feed to OpenAI (no need to fill it out if you are on Etsy or Shopify).

The future of ecommerce isn’t just about driving traffic. It’s about meeting your customers where they already are, in the conversations they’re having with AI.

We’ll have much more on the world of agentic commerce in a couple of new podcasts we’ll be releasing soon. We’ll also continue to unpack this huge announcement from OpenAI. Join our community to learn more.

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“Am I really doing this? Or am I just making it up as I go?”

I’ve been there.
More than once.

In 1997, I launched my first e-magazine/ecommerce business with two partners.
None of us had experience. We were winging it—on dial-up internet, building an online store before most people were even shopping online.
They didn’t think of themselves as entrepreneurs. I did.
But if I’m being honest, I was just figuring it out like everyone else.

Six years later, I started my second company.
Similar idea, pure ecommerce, better tools, more confidence.
But I still had moments where I questioned what I was doing.
Not because I wasn’t capable…
But because I was still becoming the kind of person who builds businesses.

That’s the real work of entrepreneurship.

Whether you’re side-hustling after hours or running a growing business full-time—
every day is a process of becoming someone new.
Someone who trusts their instincts.
Someone who learns from failure.
Someone who doesn’t need a boss to tell them what to do.

And let’s be honest:
That shift is not easy.

Especially if you spent years being “the reliable one” at your job.
Especially if your friends and family don’t really get what you’re building (I experienced this in the early days).
Especially if no one told you that entrepreneurship is mostly about making decisions with incomplete information and learning as you go.

“You don't learn to walk by following rules. You learn by doing, and by falling over.”
— Richard Branson

Here’s what I know after 25+ years:

1. No one feels fully ready.
   Not in the beginning. Not even later. You grow into it—by doing the work.

2. It’s supposed to feel uncomfortable.
   You’re building something new. That tension? That’s your brain stretching.

3. Entrepreneurs are forged, not born.
   The more you build, the more you become one.

“The best way to predict the future is to create it.”
— Peter Drucker

A few ways to lean into the process:

• Track progress, not perfection.
  You don’t need to go viral. You need to keep showing up.

• Stay connected to other builders.
  This journey can feel isolating. But there are thousands of others navigating the same path. Find them. Talk to them.

• Let yourself evolve.
  Who you were at your 9–5 isn’t who you need to be to build this. And that’s okay.

So when that thought creeps in—
“I’m not cut out for this…”
Maybe the better way to say it is:

“I’m learning how to become the kind of person who is.”
And that’s the most entrepreneurial thing you can do.

Keep going.
You’re not behind.
You’re becoming.

Keep building,

Ramin

"In today’s world, your ecommerce brand isn’t just a store—it’s a content property. A media company."

That quote came from one of our recent podcast episodes, and it stuck with me hard. I haven’t stopped thinking about it. Because it perfectly sums up how ecommerce works today.

When I started my first company back in 1997—a mix of commerce and content—we were unknowingly thinking and acting like a media company. We didn’t call it that at the time, but we were publishing content, educating our audience, and using storytelling to build trust long before we pitched anything. Looking back, we were ahead of the curve without even realizing it.

The lines between content and commerce? They’re gone.

Whether it’s TikTok Shop or an email from your favorite brand, content is the way customers discover, trust, and decide to buy. So if you're only focused on product pages and ad spend, you might be missing the bigger picture.

Let’s talk about why your ecommerce business should think—and act—like a media company.

So, What Is a Media Company Really?

A media company’s job is to earn attention. Period.

They do that by consistently putting out valuable, entertaining, or helpful content. Think of them like machines that run on content, powered by storytelling and strategy.

Here’s how they usually operate:

• Content creation: Articles, videos, podcasts, social posts

• Editorial direction: Defined themes or “content pillars” that guide what they talk about

• Distribution: Email, social media, SEO, YouTube, etc.

• Monetization: Subscriptions, ads, or—in your case—selling physical products

If you're a brand trying to build customer loyalty and long-term growth, this mindset is gold.

Your Ecommerce Brand = A Media Property

Most ecommerce businesses are great at the store part—listings, checkout, shipping. But very few are building the property that brings people back.

That’s your content.

And you don’t need to be a production house. You just need a point of view, a strategy, and a willingness to show up consistently.

Think of it like this:

• Your store sells products

• Your content tells stories

• And together, they build trust, attention, and ultimately—a community

5 Tactics to Get You Thinking Like a Media Company

Here’s how to start putting this into practice, even if you’re a solo founder:

1. Know your people
   Who are your customers (create your buyer persona)? What do they care about beyond your product? Build content around that.

2. Pick 3–5 core topics (aka content pillars)
   For example: If you sell coffee gear, your pillars might be brewing techniques, coffee culture, product tips, and behind-the-scenes stories.

3. Choose a schedule that works for you
   Weekly email. Bi-weekly blog post. A few Reels or TikToks per month. Whatever you do, stay consistent.

4. Focus on just a few channels
   Don’t try to be everywhere. Nail one or two first—email and Instagram, for example. Then expand.

5. Stretch every piece of content
   That blog post? Turn it into an email. That customer question? Turn it into a Reel. Use AI or a VA to help you repurpose and stay sane.

Wait—How Do I Fit This In With Everything Else?

I get it. You’ve got orders to pack, ads to run, inventory to manage.

But here’s the thing: content isn’t a separate part of your business. It fuels everything else.

Here’s what I mean:

• A product how-to video reduces returns and builds buyer confidence

• A helpful blog post can drive organic traffic for years

• An email with a founder story makes people feel connected to your brand

• A short video tip can nudge someone from “maybe” to “add to cart”

So yes, content takes effort—but it pays off in compounding ways.

Real Brands Doing It Right

Need some inspiration?

• Glossier built an audience with content before they launched their first product

• Beardbrand turned their YouTube channel into a trust-building machine

• Liquid Death leans more into outrageous media than into selling water—and it works

• Goop started as a newsletter. Now it’s a full-blown ecommerce empire

These brands didn’t just sell products. They told stories—and built a following.

You Don’t Need to Be a Creator. Just Be Consistent.

You don’t have to be the next Vogue or BuzzFeed. But you do need to be intentional about the content you share.

Because here’s the truth: if you’re not creating, you’re paying (ads) or praying (SEO).

Content gives you leverage. It gives your brand personality. And it gives your customers a reason to stick around—even when they’re not buying.

Next Steps

If you’re in ecommerce, you’re in the attention business.

And attention isn’t won with discounts—it’s earned with stories.

So… what kind of story are you telling?

📤 Share It Forward
If this helped you shift how you think about your business, send it to a fellow founder who needs this reminder too.

Share

A continuation from GEO is The New SEO

Let’s be honest—we’re still in the early innings of how AI-driven search is going to shake out. Google’s AI Overviews are still rolling out. ChatGPT’s browsing model evolves every month. Perplexity is gaining traction fast. And what “works” today might shift six months from now.

But just like early SEO, those who start experimenting now? They’re the ones who’ll be cited tomorrow.

So if you're thinking, “How do I actually make my content more GEO-friendly?”—you’re in the right place. Here’s a simple, actionable guide to start showing up in AI-generated answers. No hacks, no shortcuts—just clear, trustworthy, well-structured content that LLMs (large language models) actually want to reference.

Start by Answering Real Questions

AI tools are trained to deliver helpful answers. So make your content answer-focused.
Here’s how:

• Use tools like AnswerThePublic, AlsoAsked, or even Google’s “People Also Ask” box to find real questions your audience is asking.

• Turn each one into a blog post, product page addition, or FAQ.

• Don’t bury the answer—lead with it. Think: clear, conversational, helpful.

💡 Example:
“How do I clean suede sneakers?” → Your blog or FAQ should start with:
To clean suede sneakers, use a suede brush and white vinegar. Gently brush…

Structure It Like You’re Teaching a Machine (Because You Are)

AI tools love structure. They parse information more easily when it’s clearly laid out.

Here’s what that means:

• Use headers (H2s, H3s) to break up sections.

• Add bullet points and numbered steps when explaining anything.

• Use tables when comparing products, ingredients, features, etc.

🔧 Bonus: Structured content helps with accessibility and improves your overall UX too.

Build Topical Depth, Not Just One-Off Posts

AI models look for topical authority—they want to cite sources that consistently talk about the same subjects with depth.

Instead of a single blog post about skincare, build a content hub:

• “Best skincare products for dry skin”

• “Morning routine for sensitive skin”

• “What ingredients to avoid if you have rosacea”

💡 Think clusters not one-offs. This helps both SEO and GEO.

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Add Credibility Signals

Citations beget citations. To get cited by AI, your content should cite others too.

Try this:

• Link to credible sources (studies, .gov sites, respected blogs).

• Include original stats, testimonials, or customer insights if you have them.

• Keep your tone honest, clear, and factual—avoid hype language.

Tip: When possible, include author names, publish dates, and company info. These metadata cues help LLMs evaluate trustworthiness.

Make Sure Your Site Can Actually Be Crawled

This is a step many skip—make sure your site isn’t blocking the tools that need to read it.

• Avoid paywalls and pop-ups that block content.

• Submit your sitemap to Google Search Console.

• Check that ChatGPT or Perplexity can access your blog (test with a simple prompt).

💡 Pro move: Add FAQ or How-To schema markup to help Google and AI tools interpret your content better.

Keep Content Fresh and Evergreen

Even though we’re writing evergreen content, it still needs to be up to date.

• Revisit top posts every 3–6 months.

• Refresh stats, reword clunky phrasing, and improve clarity.

• AI tools tend to cite recent content more often—especially when answering fast-changing questions.

Quick GEO Optimization Checklist

Before you hit publish, ask yourself:

• Am I clearly answering a real question?

• Is my content well-structured (headers, bullets, steps)?

• Do I cite credible sources or original insights?

• Can AI tools access my content? (Hint: just ask the AI if they can see the content)

• Have I reviewed and updated this in the last few months?

My Final Thoughts

We're still learning how GEO works—but waiting on the sidelines isn’t the move.

Start experimenting. Write with clarity. Structure with care. Think about how your content helps someone trying to solve a problem—and make it easy for an AI model to understand and cite it.

The goal here isn’t to chase rankings. It’s to earn citations in the answers your customers are already reading.

So, who’s already optimizing for GEO? Is it working? Share some success stories or tips that have worked for you.

Hot Off The Presses

This just in for Mashable:

This week, some Google users noticed an AI Mode button showing up instead of Google's iconic "I'm feeling lucky" button on the homepage. And today, a Mashable reporter spotted "AI Mode" appearing as an option on search results pages, alongside stalwart Google tools like News, Shopping, Images, and Videos. Notably, this reporter did not proactively sign up to participate in AI Mode through Google Labs. That suggests Google is testing the feature for select users.

Other resources:

There’s a big shift happening in how people search—and how your brand gets discovered.

Search engines aren’t just listing websites anymore—they’re generating answers. Google’s new AI Overviews (AIO) (formerly known as SGE), ChatGPT with browsing, and tools like Perplexity.ai and Claude are now pulling content directly from across the web and delivering it as part of AI-generated responses to user questions.

And if your content isn’t being cited in those answers? You’re invisible.

I was inspired to write this article for a few key reasons. First, the shift in how search works isn’t coming—it’s already here. Second, I’m seeing firsthand how AI platforms like ChatGPT and Perplexity are sending traffic to my clients’ ecommerce sites. And recently, someone signed up for The Ecommerce Revolution community and shared that they discovered us through ChatGPT. That didn’t surprise me—but it confirmed what I’ve been watching unfold: AI is already influencing brand discovery, and if your content isn’t being cited, you’re missing real opportunities.

That’s where Generative Engine Optimization (GEO) comes in. It’s not about rankings or keyword tricks—it’s about making your content clear, trustworthy, and structured in a way that AI tools actually want to cite in their answers.

And if you're an ecommerce entrepreneur, this might be one of the biggest visibility opportunities you’ve never even thought about. Let’s break it down.

What Is Generative Engine Optimization (GEO)?

At its core, GEO is about getting your content cited in AI-generated search results.

Traditional SEO is about climbing the ranks of search results for specific keywords. GEO? It’s about being part of the answer. AI tools like Google’s AIO and ChatGPT are building their responses by pulling from trusted web content—blogs, product pages, FAQs, and guides.

So instead of writing just for keywords or search crawlers, GEO pushes us to create content that’s:

• Clear and easy to understand

• Well-organized and scannable

• Deep and useful enough to earn trust

If AI can’t easily understand and extract value from your content, it’s going to skip right over you—and mention your competitor instead.

How AI Search Is Changing the Game

Not long ago, someone searching for your product would type in a phrase, scroll through some blue links, and maybe click on your site.

That’s changing fast.

Now, when someone asks a question like:

• “What’s the best yoga mat for beginners?”

• “Affordable organic skincare brands?”

• “Where to buy modern bar stools under $150?”

...AI tools like Google’s AI Overviews or Perplexity are serving up full, summarized responses—and citing where the info came from.

Here’s what’s driving the change:

• Google’s AIO now appears at the top of more and more search results.

• ChatGPT with browsing can pull current answers from live websites.

• Perplexity.ai is growing fast and links to cited sources in every response.

• Claude.ai (from Anthropic) is being used more and more for research-style queries.

For ecommerce brands, this shift is massive. AI tools are becoming the new gatekeepers between a shopper’s question and your product. If you’re not being mentioned in these AI-generated answers, you’re not even in the conversation.

Why This Matters So Much for Ecommerce Brands

Let’s be real: visibility is everything.

If someone asks an AI tool for the “best personalized baby gifts” or “eco-friendly shoe brands for wide feet,” and your brand doesn’t show up in the answer, you’ve lost the sale before you even knew it was happening.

This is where GEO shines:

• It gives smaller brands a shot at showing up without needing massive domain authority.

• It rewards clear, well-structured content—not just backlink volume.

• It favors brands that go deep on a topic and provide real value.

Your product guides, FAQs, and blog posts can become the source that AI tools pull from—if you create them with GEO in mind.

Imagine your Shopify product page being featured in ChatGPT’s answer to “best enamel camping mugs” or your blog post being cited in Google’s AIO for “gifts for new dads under $50.” That’s the new visibility game.

Up Next: Making GEO Work for You

So, how do you actually optimize your content for generative engines?

I’ll break it down in the next volume of “The Ecommerce Download”—with simple, actionable steps you can take right now to help your site show up in AI-generated results.

While we figure out this new world of GEO, “traditional” SEO strategies are still in play, and many of them also complement GEO strategies. So don’t drop the ball on your SEO strategies.

Other resources:

• Google’s E.E.A.T. framework

• Unlocking SEO Secrets

Big moves are brewing behind the scenes, and Shopify store owners should keep a close eye on this.

Developers recently discovered new code inside ChatGPT, suggesting that in-chat shopping via Shopify may be coming soon.

While there’s no official announcement yet from Shopify or OpenAI, the speculations point to some of these possibilities:

• Customers could browse and buy products from Shopify stores without ever leaving a ChatGPT conversation.

• ChatGPT could act as a personal shopping assistant, pulling relevant Shopify products based on natural language requests like, "I need a durable shovel for rocky soil under $50."

This is part of a bigger shift toward what many call “agentic commerce.”

Instead of customers doing all the searching and clicking, AI agents like ChatGPT will guide people through the buying journey, based on conversations, needs, and intent. Maybe something similar to how a good in-person salesperson would do it. 😉

Quick Note: What is Agentic Commerce?
Agentic commerce is when AI becomes your shopping assistant — helping customers find, compare, and buy what they need just by having a conversation.

Why this matters for emerging ecommerce brands:
If this becomes widely available, it could open a powerful new discovery and sales channel — one that doesn’t rely on SEO, ads, or social media algorithms. 🙏

It would shift ecommerce toward intent-driven, conversation-powered shopping, and early movers could grab a serious advantage.

What you can do now to get ready:

• Start with clear, descriptive product titles.
  Think "Stainless Steel Garden Trowel" instead of something vague like "The GrowMaster 3000." Clear beats clever when it comes to helping AI understand what you’re selling. Brainstorm with AI to optimize your titles.

• Fill out every product detail you can.
  Material, color, size, use case — all of it matters. If you sell a garden spade, tag it with terms like "metal handle," "rust-resistant," and "ergonomic grip." The more structured info you give, the easier it is for AI to find and recommend your products.

• Beef up your product descriptions.
  Spell out the features, the benefits, and who it’s for. Don’t just say "durable shovel" — say "Lightweight garden trowel perfect for beginners and weekend gardeners who need reliable tools for planting and transplanting." Use AI as your writing partner to speed this process up and to make things even easier, Shopify’s description field has a built-in AI writing tool.

• Use alt text for your images.
  Instead of leaving it blank, add something simple like "Small stainless steel garden trowel with green handle." It’s an easy way to help AI pick up and classify your products correctly.

• Add product-specific FAQs if possible.
  Short, clear answers — like "Is this trowel good for rocky soil?" → "Yes, it's built for tougher digging" — make it easier for AI to match your products to shopper questions in a conversational search.

Discovery is evolving, and AI is reshaping how customers shop.

Even if full Shopify integration inside ChatGPT takes time, the direction is clear:

Conversations are becoming commerce.

Commerce is becoming agentic.

And brands that know how to connect naturally with customer intent will be the ones leading the next wave of ecommerce.

We’ll keep you posted as this story continues to unfold.

And if you find any good gardening equipment, let me know! 😀

This just got a bit more exciting (posted by Open AI on X - 4/28)

🛒 Update:
Just days ago, OpenAI rolled out a new update that lets ChatGPT include product recommendations in response to shopping questions.

It’s not buying for you yet — but it is starting to suggest links to products across the web using its browsing tool.

This marks an early (but important) step toward agentic commerce, where AI doesn’t just answer questions — it begins to guide shopping decisions in real time.

The shift from search to action is happening.
Quietly. But quickly.

Curious to hear your thoughts. Are you excited (or a little nervous) about the rise of agentic commerce? How do you see it changing your ecommerce strategy over the next year?

Leave a comment

Let’s talk about something that’s often overlooked when building an ecommerce site: the 404 error page.

You know the one. It’s what customers see when they click a broken link or look for a page that doesn’t exist. Most of the time, it’s a cold, generic message: “404 - Page Not Found.” Not exactly inspiring.

But here’s the thing: your 404 page isn’t just a technical necessity. It’s an untapped opportunity.

I was recently chatting with one of my clients, and she showed me the 404 page she’s preparing for her new site. It was simple yet brilliant. Instead of treating it as a dead-end, she used it as a guidepost. There was a friendly note acknowledging the error, links to shop her collections, and a touch of humor that reflected her brand’s personality. It made me realize how much thought we should put into this often-overlooked page.

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And here’s why it matters:

• Generic 404 pages can have bounce rates over 70%.

• Well-crafted ones? They’ve been shown to cut bounce rates in half and even boost conversions by 10–15%.

The best part? Crafting the perfect 404 page doesn’t have to be overwhelming. You can use AI tools like ChatGPT or Claude to help you come up with creative wording that’s on-brand and friendly. These tools can even help you brainstorm helpful navigation links or suggest fun, engaging language that fits your voice.

And don’t stop there. Go explore other companies’ 404 pages for inspiration. See how some brands use humor, offer helpful resources, or provide quick links to top-selling products. You might find just the spark you need to make your own page truly memorable.

Too often, the 404 page is treated as an afterthought, a blank canvas left untouched. But what if you turned it into a mini welcome mat?

Here’s how you can do it:

1. Make it personal. Write a message in your brand’s voice. A little humor or warmth goes a long way.

2. Keep it helpful. Include a search bar, links to popular products or categories, and maybe even a quick link to your homepage or customer support.

3. Stay on-brand. Add your logo, colors, and imagery. Make it look like it belongs to your site—not a generic error screen.

4. Think of it as a second chance. If a customer didn’t find what they were looking for, this is your chance to guide them toward something else they might love.

5. Tap into AI. Tools like ChatGPT and Claude can help you fine-tune your message, add personality, and keep your tone consistent. They can even generate a few sample messages to get you started.

In ecommerce, it’s the little details that set you apart. A thoughtfully crafted 404 page might not seem like much, but it can go a long way in showing visitors that you care about their experience.

What’s your 404 page doing for you? Take a minute today to review it. If it’s just the default message, consider giving it a refresh. Make it helpful, make it friendly, and make it part of your customer experience.

Lately, I’ve noticed something interesting in the analytics for several of my client’s websites: Pinterest is emerging as a surprisingly strong source of referral traffic. While it’s often overlooked in favor of other social platforms, Pinterest is proving to be a powerhouse for sending highly engaged visitors—visitors who aren’t just browsing, but who are genuinely interested in discovering and purchasing new products.

Ecommerce merchants who are actively pinning, optimizing their boards, and using Rich Pins to enhance their content are seeing tangible results. From seasonal promotions to product guides, Pinterest’s visual, search-driven approach is helping brands capture new customers and drive meaningful sales. If you’re not taking Pinterest seriously yet, it might be time to start.

Pinterest has evolved into a powerful discovery platform that’s often underutilized by ecommerce merchants. It’s not just a place for inspiration—Pinterest acts as a visual search engine and shopping destination, offering several unique opportunities to merchants willing to invest time and effort into the platform. Here are the 9 key ways merchants can leverage Pinterest:

1. Rich Pins for Enhanced Product Information

Rich Pins pull metadata directly from your website and display key product details—like price, availability, and descriptions—right on the Pin. This means that when a user comes across your product on Pinterest, they get all the important information at a glance, increasing trust and reducing friction in their purchase journey. This is especially beneficial for merchants with constantly changing inventories or prices.

Opportunity: Ensure your products appear as Rich Pins so potential buyers have immediate, actionable details, making them more likely to click through and purchase.

2. Visual Discovery via Pinterest Lens

Pinterest Lens allows users to take photos or upload images and find visually similar products and content. By consistently uploading visually appealing and high-quality product images, you increase the likelihood that your products will appear when users search via Pinterest Lens. This is a subtle but impactful way to reach consumers who may not even be aware of your brand but are actively looking for items like yours.

Opportunity: Treat your product images like a storefront. Invest in professional photography, clean visuals, and multiple angles, then ensure every product has a corresponding Pin. Over time, your products will surface in more visual search results.

3. Shopping Features and Catalog Uploads

Pinterest’s Shopping Spotlights, Shopping Ads, and catalog uploads have transformed it into a retail hub. Merchants can upload their entire product catalog and have their items turned into dynamic product Pins. With Pinterest’s dedicated shopping surfaces, users can now browse “Shop” tabs or even see recommended products in style guides curated by Pinterest itself.

Opportunity: Set up a product catalog and take advantage of Pinterest’s shopping features. By having your entire inventory discoverable, you’re opening the door to a steady stream of product impressions, clicks, and sales.

4. Seasonal and Trend-Driven Campaigns

Pinterest is heavily influenced by seasons, holidays, and emerging trends. Users frequently come to the platform looking for gift guides, holiday decor, or seasonal outfits. Merchants who align their Pins with upcoming events or trending searches can tap into a massive audience already primed to buy.

Opportunity: Plan your content calendar around seasonal themes, trending keywords, and major holidays. By posting relevant Pins in advance, you’ll be ready when consumer interest peaks.

5. Keyword and Interest Targeting for Organic Discovery

Pinterest’s search function operates like a visual search engine, and users often type in specific keywords to find ideas. By strategically incorporating popular keywords into your Pin descriptions, titles, and boards, your products can appear organically in search results. Unlike traditional social platforms, Pins have a longer shelf life, meaning a well-optimized Pin can continue to bring traffic and sales months after it’s published.

Opportunity: Conduct keyword research on Pinterest’s search bar (e.g., typing in a term and seeing the auto-complete suggestions) and integrate those terms into your Pins. Over time, your content will rank for popular searches, driving ongoing traffic.

6. Video Pins for Enhanced Engagement

Video is becoming increasingly popular on Pinterest, with users engaging more with dynamic content. Merchants can use video Pins to showcase how their products are used, offer styling tips, or highlight key features. Video Pins often stand out in search results and on user feeds, leading to more engagement and clicks.

Opportunity: Create short, visually compelling videos that demonstrate the value of your products. Tutorials, before-and-after shots, or lifestyle scenes can capture attention and encourage users to learn more.

7. Branded Boards and Community Building

By creating well-curated, branded boards, merchants can build a strong Pinterest presence. This allows them to showcase not only their own products but complementary items, styling tips, and user-generated content. A curated board can serve as a mini-shop window that keeps users engaged and returning for fresh ideas.

Opportunity: Develop boards that speak to your audience’s interests and lifestyles. By pinning both your own products and other inspiring content, you position your brand as a trusted source of ideas, increasing loyalty and driving repeat visits.

8. Promoted Pins for Amplified Reach

While organic reach on Pinterest can be significant, Promoted Pins allow merchants to target specific audiences more precisely. With Pinterest Ads, you can promote your products to users based on their past behaviors, interests, and search habits. This can drive highly targeted traffic to your store and help you build an audience faster.

Opportunity: Test Promoted Pins with a clear goal—such as driving traffic to a product page or collecting email sign-ups. Even a modest budget can generate measurable results, especially when targeting users already searching for products similar to yours.

9. Data-Driven Decision Making with Pinterest Analytics

Pinterest Analytics provides valuable insights into what’s resonating with your audience. Merchants can track which Pins drive the most traffic, identify the best-performing keywords, and see which products are getting the most engagement. Over time, this data allows you to refine your strategy, focus on what works, and continually improve your ROI.

Opportunity: Regularly review your Pinterest Analytics to spot trends and adjust your campaigns. By doubling down on high-performing content and pivoting from underperforming ideas, you’ll ensure steady growth.

Pinterest offers ecommerce merchants a powerful blend of visual discovery, long-lasting content, and integrated shopping features. By leveraging Rich Pins, aligning with seasonal trends, optimizing for search, and experimenting with Promoted Pins, merchants can tap into a platform that consistently inspires action and drives purchases. It’s more than a social network—it’s a visual search engine and shopping destination rolled into one.

Hey Ecom Entreprenuers,

I had an interesting conversation with a client last week. She’s a hardworking, dedicated entrepreneur who’s been putting in the effort to grow her business. But she mentioned something that caught my attention—

Her revenue for January and the first half of February 2025 was down compared to the same period in 2024… and she wasn’t sure why.

Whenever I hear that, my first question is always:

Have you looked at your analytics?

Analytics are gold. They tell you exactly what’s happening in your business, and often, the problem is sitting there, waiting to be uncovered.

So, we pulled up her analytics—2025 vs. 2024. And there it was:

✅ Traffic was up.
❌ Average order value (AOV) was down—way down. (About 57% lower!)

This was surprising because she’s been putting in the work—marketing, bringing in new customers, doing everything right.

So, what’s the plan?

Her #1 focus in 2025 is to do whatever she can to increase her AOV. That means testing strategies like:

• Bundling products to encourage higher cart values

• Adjusting free shipping thresholds to get customers to spend more

• Offering volume discounts (e.g., Buy 2, Get 10% Off)

• Creating limited-time offers to drive urgency on bigger purchases

• Upselling and cross-selling with strategic product recommendations

• Enhancing product pages to showcase premium or high-margin items

Of course, there are also macroeconomic factors at play—things like consumer spending trends, inflation, and overall economic uncertainty that no business owner can fully control. But by staying focused on the metrics she can influence, she’s putting herself in the best possible position to grow in 2025.

Here’s the thing:
Many ecommerce entrepreneurs avoid looking at their analytics—especially when things aren’t going well. I get it. It can be uncomfortable.

But your analytics don’t lie.

If your business isn’t where you want it to be, the answers are in the numbers.
Look at your traffic. Your conversion rate. Your AOV. Your returning customer rate.

Find the problem. Then take action.

So, let me ask you—
When was the last time you dug into your analytics?

Join the chat!

To your success,
Ramin

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Hey Everyone!

Building a successful ecommerce business isn’t about overnight success. It’s about stacking small wins, learning from them, and using those insights to build momentum. That’s exactly what Alex Back, Founder & CEO of Couch.com, shared in our latest podcast episode. He took his first furniture brand, Apartment2B, from $0 to $40M, and he’s back at it again—this time, leveraging content and community in a whole new way.

Here are three key takeaways from our conversation that can help you reach your first $10K in sales and beyond:

1. Start with Low-Cost, High-Impact Marketing

Before you jump into paid ads, exhaust all the free and low-cost marketing tactics available:

• Tap into local opportunities: Alex and his team went door-to-door in apartment complexes, partnering with landlords to get in front of new renters.

• Leverage collaborations: He placed furniture in local boutiques and pop-up shops to get visibility at minimal cost.

• Capture leads everywhere: Whether you’re at a farmer’s market or a trade show, don’t just make sales—collect emails and build a list.

💡 Lesson: Every interaction should have an intention. Whether it's generating brand awareness, collecting leads, or making a sale—make sure it ladders up to a bigger strategy.

2. Treat Your Business as an Iterative Process

One of Alex’s biggest lessons? Success isn’t linear. The best ecommerce businesses evolve based on what works.

• He originally planned Couch.com as a DTC furniture brand but pivoted to a content-driven marketplace when he saw a better opportunity.

• Many brands resist change because of ego—don’t get stuck on your original idea if the data tells you otherwise.

• Every small win (first sale, first 100 email subscribers, first successful ad campaign) is a stepping stone to bigger success.

💡 Lesson: The best ecommerce entrepreneurs stay nimble and adjust when needed.

3. Content & SEO Can Save You Millions

Alex admitted that if he had invested more in SEO & content early on, he would’ve saved millions in advertising costs over time.

• SEO takes time, but it pays off long-term. Start creating blog posts, product guides, and customer-focused content that answers real questions.

• Video & social content are your best tools for brand building—don’t just post for the sake of it, be intentional about the content you create.

• AI tools can accelerate content creation. Tools like Surfer SEO help you write SEO-driven articles, and platforms like ChatGPT can help you repurpose content across multiple formats.

💡 Lesson: Content isn't just about marketing—it’s a long-term asset that builds organic traffic and brand trust.

Final Thought: Small Wins Lead to Big Growth

No matter where you are in your ecommerce journey, the key is to take action, analyze results, and keep improving. As Alex shared, "If you see your business as an iterative process, you set yourself up for success."

Until next time, keep stacking those wins!
🚀 Ramin

P.S. Comment below on the small wins you are experiencing! 🎉

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If you're passionate about launching and growing a successful ecommerce business, you’re in the right place! This newsletter is packed with practical tips, AI-powered strategies, and smart automation hacks to help you market better, run smoother, and scale faster—without getting overwhelmed. Let’s build something great together! 🚀

The TL;DR:

• Stat of the Week: 1 in 4 online shoppers now use BNPL services like Klarna and Afterpay.

• Ecom Deep Dive: Why AOV should be your new favorite metric in 2025

• On My Mind: Have a serve-first mindset

• Podcast Spotlight: Ecommerce Marketplaces, Your Path To Success.

Stat of the Week

BNPL (Buy Now, Pay Later) Continues to Soar – 1 in 4 online shoppers now use BNPL services like Klarna and Afterpay, helping increase AOV by 30-50%. This is a stat you can’t ignore, especially for higher ticket items. Have you added a BNPL option to your site? If you are on a platform like Shopify, it’s super easy, just turn on the option in Shop Pay.

Note: As a merchant, you will pay higher transaction fees for that BNPL order (see your BNPL service for details), however, most data has found that having a BNPL option significantly outweighs the costs for the merchant

Ecom Deep Dive: Why AOV Should Be Your New Favorite Metric in 2025

AOV is one of the easiest ways to grow your revenue without needing more customers. Let’s break it down:

• You get 100 orders per month with an AOV of $50.

• That means $5,000 in revenue per month.

Now, without changing your traffic or number of orders, if you increase your AOV to $60, your revenue jumps to $6,000 per month.

That’s an extra $12,000 per year—without a single extra customer.

Instead of spending more money trying to attract new buyers, you’re maximizing the value of the ones you already have. We of course are not recommending you take your foot off the gas of acquiring more customers.

When Does This Matter for You?

AOV optimization is critical if:

✅ Your ad costs are rising. If you’re spending money to acquire customers, getting them to spend more per order helps you stay profitable.

✅ You have a steady flow of traffic but want more revenue. Instead of focusing on more visitors, make the most of each purchase.

✅ You sell products that naturally pair well together. If your items are frequently bought together, encourage bundling to increase order value.

✅ Your customers return often. Repeat buyers already trust you, so they’re more likely to add extra products when given the right incentive.

✅ You want a quick revenue boost. Increasing AOV is one of the fastest ways to generate more income without extra marketing spend.

📌 When to act? Now! AOV should be an ongoing focus, not just something you adjust during peak sales seasons.

Pro Tips for Action:

🔹 Tip 1: Offer Product Bundles or Upsells
Encourage customers to buy more by bundling related products together or offering a valuable upsell at checkout.

Example: Instead of selling a single product, create a 3-pack bundle with a small discount.

🔹 Tip 2: Set a Free Shipping Threshold
Encourage customers to spend just a little more to qualify for free shipping.

Example: If your AOV is $45, set free shipping at $60. Many customers will add an extra item just to reach the threshold.

🔹 Tip 3: Add a BNPL option at checkout

Example: See above…

🔹 Bonus Tip: Use AI to analyze and boost your AOV

Learn how to use AI to analyze and boost your store’s AOV. Click here to watch the video and join the conversation.

Increasing AOV is like finding extra revenue that’s already within your business. Instead of constantly chasing new traffic, focus on getting more value out of every order—and watch your revenue grow.

On My Mind

Building a business is both challenging and deeply rewarding. The Ecommerce Revolution is the sixth business (all ecommerce based) I’ve launched in my career, and with it, I’m more committed than ever to helping ecommerce entrepreneurs succeed. Through our podcast, weekly newsletter, webinars, and soon-to-launch courses and digital products, we’re focused on providing actionable insights and strategies for building and growing a thriving online business.

I know firsthand that entrepreneurship isn’t easy. Every venture requires resilience, creativity, and a willingness to adapt. That’s why I approach this journey with humility and a serve-first mindset—because at the heart of every successful business is a deep understanding of the customer. Keeping your focus on the person at the other end of the transaction, the content, or the product you’re delivering gives you a north star—a guiding force that dramatically improves your chances of success.

As Greg Rollett, Director of Growth at The Grommet, shared on a recent episode of The Ecommerce Revolution Podcast:

“Someone out there is counting on you to be the best version of yourself so they can get what they need.”

That perspective is a game-changer. When you show up for your customers, deliver value, and stay focused on serving them, success becomes a byproduct of that commitment.

Podcast Spotlight: Ecommerce Marketplaces, Your Path To Success?

🎧 Listen or Watch Now

In this episode of The Ecommerce Revolution Podcast, we explore the dynamic world of ecommerce marketplaces with expert Cherie Edilson. From her journey of launching a local online marketplace to the broader implications of ecommerce strategies, we discuss the importance of consumer convenience, the rise of niche marketplaces, and the essential steps for emerging entrepreneurs to succeed in the online selling landscape.

Closing Thought

I leave you with my favorite quote “Nothing Ventured, Nothing Gained.”

If you don’t take a risk how do you expect to achieve anything?

It’ll be hard work but it’ll be satisfying when you reach the top!

Have a successful week,

— Ramin!

.

SEO is one of the most misunderstood and underutilized growth levers in ecommerce. In a recent episode of The Ecommerce Revolution Podcast, I sat down with SEO expert Pat Ahern to uncover powerful, actionable strategies that can help emerging ecommerce entrepreneurs outrank competitors—sometimes 100X their size—without breaking the bank.

Key Takeaways from My Conversation with Pat Ahern

🔹 SEO Is Simpler Than You Think – Instead of getting overwhelmed by the thousands of ranking factors, focus on three core areas: relevance, authority, and crawlability.

🔹 Budgeting for SEO? Think Long-Term – SEO is a long-term investment. Pat recommends allocating only 20-40% of your marketing budget to SEO in the early days and putting the rest into faster acquisition channels like paid ads or partnerships.

🔹 Winning SEO Strategy for New Ecommerce Brands

1. Find Your Niche Positioning – Identify a specific underserved category within your industry.

2. Create Unmatched Content – Write the best resource on the internet for your target audience (think 1,500-2,500 words per article).

3. Build Authority with Backlinks – Earn mentions from relevant sites through strategic partnerships, PR, and guest content.

🔹 Content Structure Matters – AI-generated content won’t cut it. Instead of stuffing articles with fluff, get straight to the point with clear, actionable insights at the top.

🔹 Search Generative Experience (SGE) is Changing Everything – Google's AI-powered search experience is shifting how users find products. Ecommerce brands will benefit, as more direct clicks will go to product pages rather than third-party review sites.

My Personal Take on This Interview

Pat’s insights were game-changing, especially on how SEO is evolving. His point about balancing short-term wins with long-term SEO investment is crucial for anyone starting out. If you’re in ecommerce, it’s time to double down on SEO before the competition catches up.

Your Next Steps

✅ Audit Your SEO Strategy – Are you focusing on the right SEO pillars?

✅ Identify Your Niche & Content Gaps – What topics can you own in your industry?

✅ Test Google's Search Generative Experience (SGE) – Set up Google Search Labs to see how it impacts your space.

Listen on Spotify or Apple Podcast.

Ramin Ramhormozi
Host, The Ecommerce Revolution Podcast

If you found this valuable, share it with a friend!

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The holiday rush is fast approaching with Black Friday, Cyber Monday, and Small Business Saturday just around the corner. It’s the perfect opportunity to not only boost your sales but also attract brand-new customers. The big question: is your store fully prepped for one of the biggest shopping weekends of the year?

Don’t stress! This guide has everything you need to ensure your ecommerce store is set up for success. From optimizing your website to fine-tuning your promotions, we’ve got all the bases covered.

1. Prepare Your Website

Think of your website as the digital storefront during BFCM—it needs to look inviting and work flawlessly. Imagine loads of traffic coming to your site, only to have it crash or load slowly. That’s a disaster waiting to happen. Before the shopping frenzy kicks off, make sure your site is fast, mobile-optimized, and super easy to navigate. When your website functions well, so will your sales.

Checklist:

• Speed Up Your Site: Aim for a load time of under 3 seconds. Use tools like Google PageSpeed Insights or GTMetrix to check your site’s performance.

• Mobile-Friendly Design: Over 50% of online purchases are made on mobile devices. Ensure your site looks and works perfectly on phones and tablets.

• Seamless Checkout: Run through your checkout process to catch any glitches. A smooth, hassle-free checkout will keep customers from abandoning their carts.

• Inventory Check: Make sure your stock levels are good, and that product pages are updated with accurate details.

• Customer Support: Add live chat or a detailed FAQ section to efficiently handle customer questions.

• Holiday Vibe: Get your website into the festive spirit! Use tools like Canva to add holiday touches to your logo and create themed banners or images. It’s a small tweak that makes a big difference.

2. Plan Your Deals and Offers

A well-thought-out promotion strategy can be a game-changer for your BFCM success. Shoppers expect amazing deals, but they need to be carefully crafted. Will you create different deals for Black Friday, Cyber Monday, and Small Business Saturday? Or stick to a consistent offer across the board? Whatever route you take, ensure your promotions grab attention and prompt customers to hit “buy.”

Checklist:

• Black Friday Discounts: Site-wide sales, flash promotions, or bundle deals can all create urgency. Give shoppers a reason to act fast!

• Cyber Monday Tactics: Keep the momentum going by offering similar deals for consistency or shaking things up with bigger discounts on select products. The goal is to keep it exciting but keep your margins in mind.

• Small Business Saturday Appeal: Share your story as a small business and offer exclusive deals to celebrate the day. Shoppers love supporting local and small businesses.

• Free Shipping Threshold: Encourage larger orders by setting a minimum spend to qualify for free shipping.

• Create Urgency: Use tools like countdown timers or limited-time offers to nudge customers into making quicker purchase decisions.

3. Craft Engaging Email Marketing Campaigns

Email marketing is a powerhouse during BFCM. Done right, it can significantly boost traffic and conversions. The key? Start early and make sure your messages are targeted and engaging.

Checklist:

• Early Teasers: Send out a “Coming Soon” email about 2-3 weeks before BFCM to create buzz.

• Segment Your Audience: Personalize offers for different groups. Give your VIPs early access or special discounts.

• Abandoned Cart Reminders: Nudge customers who left items in their carts with exclusive BFCM discounts to reel them back in.

• Post-BFCM Follow-Up: Thank your customers for their purchases and offer loyalty perks or discounts for future buys.

• Build Your Email & SMS List: Use pop-ups starting in October to encourage people to join your list and be the first to hear about your sales.

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4. Fine-Tune Your Product Strategy

A sharp product strategy can be the difference between a mediocre BFCM and a stellar one. Focus on promoting your best sellers, creating irresistible bundles, and ensuring your inventory meets the demand.

Checklist:

• Showcase Best Sellers: Highlight your top-performing products—they're proven to convert.

• Bundle Offers: Combine products into bundles for more perceived value.

• Stock Up: Make sure you have ample stock of your key products, especially those with higher margins.

• Limited Edition Items: Add exclusivity with special BFCM-only items to build excitement.

• Create a BFCM Category: Simplify the shopping experience by dedicating a section on your site to BFCM deals. Make sure it’s easy to find!

5. Boost Your Ads and Retargeting Strategy

Standing out during BFCM can be tough with all the competition. That’s where a solid advertising and retargeting strategy comes into play. Make sure the right people are seeing your ads at the right time.

Checklist:

• Facebook & Instagram Ads: Run targeted ads before BFCM to build anticipation. Don’t forget to retarget site visitors who didn’t purchase.

• Google Ads – Performance Max: Use Performance Max to automatically target high-intent shoppers across Google’s platforms, from Search to YouTube.

• Google Remarketing: Dynamic ads can remind people of products they viewed and encourage them to complete their purchases.

• Social Media Teasers: Hype your sales on all your social media platforms to keep followers in the loop.

6. Track Your Performance and Optimize

Data is your best friend during BFCM. Tracking your performance will help you understand what’s working, what’s not, and where to adjust.

Checklist:

• Set Benchmarks: Use last year’s data to establish traffic and sales goals.

• Real-Time Monitoring: Google Analytics can show you how your site and campaigns are performing in real time.

• Test Tracking: Double-check that tracking pixels and UTM tags are set up correctly to accurately measure your campaign success.

• Microsoft Clarity: This free tool provides insights into how users interact with your site. Use heatmaps and session recordings to spot issues and fix them on the fly.

Bonus: Post-BFCM Strategy

BFCM may be over, but the holiday shopping season isn’t. Keep your momentum going by staying engaged with new customers and planning for post-BFCM sales.

Checklist:

• Customer Support Prep: Be ready to handle any returns, exchanges, or questions that come in post-BFCM.

• Post-Sale Deals: Encourage repeat business by offering post-BFCM deals, like exclusive discounts or early access to new products.

• Gift Guides: Help customers continue shopping for the holidays by creating gift guides and promoting them on your site.

Conclusion: Get Ready, Succeed Big!

Preparation is key. By following this BFCM checklist, you’ll set yourself up for a successful and profitable shopping weekend. The businesses that thrive are the ones who plan carefully—so start now and make this holiday season your best yet!

In a digital world teeming with marketing channels, email continues to stand out as one of the most effective ways to connect with your audience. But simply sending out generic messages isn’t enough to make an impact. To truly engage your subscribers and convert leads into loyal customers, you need a well-thought-out email marketing strategy.

As an emerging ecommerce entrepreneur, whether you’re looking to boost sales, build brand awareness, or nurture customer relationships, the right email campaigns can be a game-changer. In this post, we’ll explore actionable steps to help you refine your approach—from planning your campaigns with a calendar to automating flows that keep your audience engaged. Ready to transform your email marketing efforts into a powerful tool for business growth? Let’s dive in!

Organize Your Campaigns with a Calendar

• Plan Ahead: Start by crafting a campaign calendar to outline your email activities for each month. This should cover product promotions, seasonal events, newsletters, and any educational content you want to share. A well-structured plan helps keep your audience engaged and updated on your brand’s happenings.

• Types of Campaigns to Consider:

  • Promotional Campaigns: Announce special deals, discounts, or flash sales.

  • Seasonal or Holiday Campaigns: Align your emails with major shopping days like Black Friday or Valentine’s Day.

  • Educational Content: Share tips, industry insights, or customer stories that resonate with your audience.

  • Product Updates: Notify subscribers about new arrivals or restocked items.

Set Clear Objectives: Decide what you want to achieve with each campaign—whether it’s boosting sales, driving traffic to your website, or increasing brand awareness. Consider adding your campaign calendar to a spreadsheet and planning our several months ahead.

Create a Flexible Email Template

• Design a Reusable Template: Build a versatile email template in your chosen platform (e.g., Klaviyo, Mailchimp or even Shopify Email). This template should be adaptable to various campaign types and include:

  • Header & Branding: Consistent placement of your logo and use of brand colors.

  • Content Blocks: Sections for images, product details, and promotional offers.

  • Call-to-Action Buttons: Highlight actions like “Shop Now” or “Learn More” to encourage clicks.

  • Footer Information: Include links to your social media, customer service, and an option to unsubscribe.

Keep It Consistent: Ensure your email design matches your website and overall branding to create a cohesive experience for your audience.

Launch Your Campaigns

• Stick to Your Calendar: Use your campaign calendar to schedule and send emails according to your planned themes. For example:

• Spotlight a Product: Focus on a bestselling or seasonal item.

• Educational Series: Send regular emails with tips, tutorials, or industry insights.

• Customer Appreciation: Show gratitude with special offers or exclusive content for your loyal customers.

• Monitor and Adjust: Track key metrics like open rates and click-through rates. Use these insights to fine-tune your future campaigns.

• Use AI: Yes, use AI to help with content creation but always remember to keep the human (you) in the loop.

Build an Effective Email List

• Optimize Sign-Up Forms: Make sure your sign-up forms are visible and enticing. Use calls-to-action like “Join Our Community” or “Stay Updated” or “Save on Your Next Order.”

• Offer Incentives: Give visitors a reason to join your list, such as a discount code, free shipping, or exclusive access to content.

• Strategic Pop-Ups: Use pop-ups or exit-intent forms wisely to capture attention without being annoying. Offer a final incentive before they leave.

• Use Content Marketing: Encourage sign-ups through blog posts, guides, or other downloadable content that require an email address.

Automate with Email Flows

• Welcome Series: Welcome new subscribers with a series of emails to introduce your brand and encourage a first purchase:

  • Email 1: A friendly welcome and introduction. Include details of the incentive offer if you have one.

  • Email 2: Showcase your most popular products.

  • Email 3: Share customer reviews or success stories.

  • Email 4: Provide helpful tips or product-related advice.

  • Email 5: Offer a special discount or promotion.

• Abandoned Cart Reminders: Remind customers about items left in their cart with a series of follow-up emails that highlight the benefits of the product and perhaps include a discount.

• Post-Purchase Follow-Up: Send a thank-you email after a purchase, share product usage tips, and encourage customers to leave a review or share their experience on social media.

Email marketing remains one of the most powerful tools in your digital arsenal—but only if it's done right. By planning your campaigns thoughtfully, designing engaging templates, and leveraging automated flows, you can turn casual subscribers into dedicated customers. Remember, the key is to be strategic, consistent, and always focused on providing value.

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