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Paying additional shipping fees and handling charges are just some of the main reasons why customers abandon their carts. The easiest way to avoid this is by offering shoppers a free shipping option at checkout.

Luckily, if you’re on Shopify, setting up free shipping is easy! There are various ways you can set up free shipping choices in the shipping settings page on your Shopify admin dashboard. You can offer free shipping or discounted shipping choices in the following ways:

Often merchants are reluctant to offer free or discounted shipping because they fear this will eat into their bottom line. However, you can still take care of your expenses. In fact, you could even benefit from offering free shipping. For instance, you can avoid additional expenses by increasing the cost of your products. Customers are more likely to leave at checkout if they incur additional shipping fees rather than because of the price of a product. 

How to offer free shipping over a fixed amount on Shopify 

Here’s how you offer free shipping for orders over a fixed amount:

After you include a free shipping choice, eligible customers between the said order values will be able to checkout with free shipping.

How to offer free shipping over a set weight on Shopify

Here’s how to offer free shipping for orders over a set weight:

After you include a free shipping choice, eligible customers between the said order weights will be able to checkout with free shipping.

Your Shopify experts

After reading this article we hope you now understand how to set up free shipping on your Shopify store. However, if you still need help or would like to understand more about what Shopify can do for your business, get in touch with our team of ecommerce experts today. 

Putting a product live on your Shopify store is easy, right? All you have to do is add your product image, description and price, and just like that, millions of customers around the world can buy your product. 

Unfortunately, it’s not that simple. The way you add a product to your Shopify store affects how it ranks in search engines, and ultimately whether your customers can find what you’re selling. 

Here are a few simple tips and tricks you can follow to boost your store’s SEO and improve your products’ visibility:

Product title

Never underestimate the power of your product titles, particularly for SEO. For the best results, each product title should be as descriptive as possible and should include important information about the product itself, such as colour, size, and manufacturer if possible. 

Here’s two examples of a product title for the same product:

Example 1:

Example 2:

As you can see, example 2 is longer and contains more detail about the product (it’s for women, it’s meme clothing, and it’s screen printed). This helps search engines like Google recognise how relevant your product is to a user’s search and ensures you rank for searches related to the keywords you have used in your product title.

Product descriptions

Product descriptions are your opportunity to help your customers understand as much as possible about your products. This includes fabric, fit, special features, place of manufacturing, and so on. 

When it comes to product descriptions, keywords are vital. But, be careful not to overdo it – no one wants to read content that’s jam-packed full of keywords and adds very little value. 

When writing your product descriptions, focus on originality and readability. Customers prefer easily digestible content, that helps them understand the product in as few words as possible. Also, it’s imperative that you consider your target audience and what they want most out of your product. 

We recommend using brief descriptions, followed by bullet points about the product’s key features. And why not go one step further and add reviews and user-generated-content to your product pages to make them really stand out? 

If you need some inspiration, check out our client, Cosatto’s fantastic product pages – they tick all the right boxes:

Product images

It’s surprising how many merchants overlook the importance of high-quality images on their product pages. Images should be professional, offer a 360-degree view of the product and uploaded in an optimised format. Then, the image size needs to be reduced as much as possible so it doesn’t affect your page speed (but, be aware not to sacrifice the image quality in the process). Compression tools like tiny.png are great for this.

Product image alt text

Again, an enormous number of brands ignore the product image alt text. It’s a simple and easy task, so there’s really no excuse for not doing it. All you need to do is click the ALT button where your product image loads, then enter your text, which can just be a brief description of your product. Do this for every product on your Shopify store and watch your rankings rise to the top!

Product variants

Product variants will differ based on your product offering in terms of size, colour, price, etc, but there are few things to keep in mind. It’s best practice to fill in as much information as you can in these fields. And, make sure each of your sizes has inventory tracked, so you don’t sell more products than you have. 

For SKU numbers, these can be made according to your internal system or Shopify can automatically generate these for you. If your product has a barcode (ISBN, UPC, GTIN, etc.) click edit on the variant and enter it into the proper field. 

Search engine listing preview

For every product you have, you must edit the search engine listing preview.  

The title can either be the same as your product title or you can make it more keyword focused. 

For your meta description, this can be the same as your product description, but keep in mind that it must be 160 characters or fewer.

And, your URL and handle should be short, snappy and include unique keywords from the product title. 

Sales channels

This section is where you can choose which channels you want to sell your products on. Luckily for you, Shopify comes out-of-the-box with some great integrations such as Facebook, Amazon, eBay, Pinterest, which gives you more opportunities to reach your customers on multiple platforms. However, be aware that some channels like Amazon come with extra fees that will eat into your bottom line. 


This is where you keep track of your products internally. For example, if you’d like to keep track of product type (jackets) or vendor (Adidas), you can do it all here. Some Shopify themes will have options to show your vendor entries on the collection or product page, but it’s best practice to enter the vendor and product type if you show it or not. This allows your products to be easily categorised by type or vendor in smart collections. 

The organization section also tells you which collection the product is included in and has a tag field so you can add keywords. You can use these tags as a condition on a collection, for example, a product tag ‘footwear’ will automatically add the product to a footwear collection. 

The organization tab is essential for seamless site navigation. Get this wrong and it will seriously affect your sales. That’s why it’s imperative to take your time with this tab and put some thought into it for optimal results. 

Last word

While you might think the product editing page is simple, many merchants fail to take advantage of all its features and rush the process. However, if you standardise the process and approach your product pages strategically it will lead to better search engine results, boosted visibility and more sales. 

If you need support implementing the process or want to learn more about how you can boost traffic to your Shopify store, then reach out to our SEO experts, today!

Ecommerce brought choice, price and convenience to the masses in its infancy. During a meteoric rise, the use of customer analytics, influencer marketing and personalisation cemented online retail as a truly dominant force. And over the last 12 months, ecommerce became the essential method of acquiring goods, right down to the basic necessities, as we were all locked in and the physical world closed for business. However, as 2021 shows signs of hope and we carefully return to the outside world, the overwhelming consensus is that we have some physical, tangible, real world catching up to do.

The question is where does this leave those brands who have sprung up online over the last few years, selling direct-to-consumer, purely on their own web stores. They have cultivated huge followings on social media, particularly Instagram, and have all the ads, analytics and conversion tactics in place to be a truly successful online merchant. But these are brands without, at least in the short to medium term, any plans for bricks and mortar stores. What may be missing, therefore, is any form of real connection to the physical world and the customers that inhabit it. Is there enough to build a brand on without in some way forming meaningful, human and emotional connections with those people buying?

Here, our partners at Peoplevox share 3 tactics that D2C brands can use to make an impact outside of their digital world…

Tactic #1 – Make your clothing brand into a members only community

The Couture Club is a fashion brand established in 2015, with designs created out of its city, Manchester UK. In case it needs spelling out: “Deciding on the name because every piece is individual and unique; ‘Couture’ and ‘Club’ because we wanted to build a community that in effect, not only join us by buying into our product and style but also into our culture and what we stand for.”

So much more than just another label, this business is built from the ground up as a membership community. By joining the club, you become entitled to exclusive gifts, VIP early access, priority tickets to special, one-off events, and other extras like birthday vouchers, gift cards, loyalty points. The clothes bring it all together – like-minded people sharing ideas and styles. Going a step further, rather than relying on the typical ‘influencer’ model for social media marketing, The Couture Club has invested in partnerships with people at the core of pervasive cultural moments: Deontay Wilder, Lethal Bizzle, Jesse Lingard. Pioneering sportsmen and musicians with whom the community has more deep-rooted connections than ‘just another Instagram account’.

Its club has values and stands for something. It is something you can be a part of, and get genuine value from. In this way, the brand was a living, breathing thing in the real world a long time before they eventually opened their flagship store.

Tactic #2 – Translate online influence into real-world pull

The pride of the Shopify pack, Gymshark is the master of ‘URL to IRL’ (the brand’s words). From its early days blowing up fitness trade shows with vast crowds, one-off local events, activations for key product launches, collaborations with athletes and culminating most recently with its first retail-focussed, month-long pop-up. The brand has developed a reputation for bringing energy to fitness everywhere it goes, inspiring growing audiences.

It’s through these events that the values of the brand become clear, and that community they work so hard to engage online becomes an experience offline. Their secret, perhaps, is the names they have aligned with the brand. Athletes, models and content creators, who have massive followings in their own right first and foremost, seem to create some kind of magnetic pull at these events, drawing fans from far and wide to meet face to face those they idolise and follow online. Even if it’s just for a picture for the brand’s socials! The net result is translating followers into footfall, first-time buyers into long-term customers, and product sceptics into brand believers.

Tactic #3 – Create a sensational unboxing experience

Our last play is a clean winner down the line. Federer-esque. Not only is it about brands turning something that looks good online into something that feels brilliant when it lands on the doorstep, this is full-cycle, brand-building user-generated marketability.

Pretty early on into the direct-to-consumer movement, brands like Dollar Shave Club, Harry’s and M.M. LaFleur took on the challenge of turning cardboard and tape into an on-brand, value-add experience. And it’s smart – the packaging is your first physical impression of a previously online only concept. So, whether it’s the quality and finish of the box itself, the layout and design without the box, a personal touch or handwritten note, or some extra freebies as a cherry on top, the things brands do to package the items ordered are the things that will live long in the memory. And because we live in the social age, by memory we mean that customer’s Instagram, TikTok, Snapchat or YouTube channel.

It’s also the golden change to reinforce with your new customer what your brand is all about. Ethical company with a sustainable outlook? This is the time to find creative ways to reduce waste and use eco-friendly materials. For high-end fashion boutiques that are all about luxury and sophistication, high-quality materials and elegant branding make a lot of sense. A minimalist basics brand isn’t really adhering to their own vibe if the box their clothes get delivered in has 10 sheets of paper and 4 compartments for foam peanuts…

Final thoughts

It’s clear huge corporations are going to extreme lengths to track, measure and learn from both the offline and online activity of customers. Nike asks you what shoes you are wearing on its running app to inform regionalised merchandising strategies for their stores. Google tracks whether ads shown on a phone relate to physical visits using location tracking. Fast-growth brands on Shopify can’t compete with this, but they don’t have to. Instead, they need to continue pursuing these more human ways of bringing their brand to life. Social has allowed them to expand their audience at an awareness level, but it’s only when they can be translated into a real-world experience that they inspire loyalty, togetherness, that feeling a part of something that leads to brand ambassadors and customers for life.

About Peoplevox:

Peoplevox, a part of The Descartes Systems Group, is a warehouse management system designed to address the challenges e-commerce warehouses face. It’s built with all the features needed to take you from scale-up to enterprise, ensuring you deliver remarkable customer experience with every order.

For many merchants, the build-up to Brexit has felt like forever. But as of January 2021, the Brexit trade deal changes finally happened. Months later, many ecommerce businesses, brands and retailers still feel unprepared. In fact, 76% of small businesses, post-Brexit admit to feeling unsupported and confused. 

With so much uncertainty, we wanted to set the record straight and help you understand what you need to do and how you need to do it, so we caught up with shipping experts, ShipStation to discuss exactly that. 

What are the key things merchants need to consider for smooth shipping into and out of the UK, post-Brexit?

All ecommerce businesses need to provide the following information for items to pass through customs: 

The above list is non-negotiable and missing them will lead to delays, fines, additional duties or failing to pass through customs entirely. 

Collectively this information is really important. It tells customs what an item is, its value, where it comes from and where it’s going. For example, the EORI (Economic Operator Registration and Identification Number) number helps to identify the sender, while harmonisation codes are in place to standardise how customs operate across the globe. 

Gaining an EORI number is easy and applying for one takes minutes via the UK Government’s dedicated portal. From small businesses to large enterprises, it’s imperative that you have an EORI number if you’re sending an item out of the UK commercially.

When it comes to harmonisation codes, you can search for these here. Simply describe what the item is and its code, VAT rate, duties and any other information that comes up.

What are customs forms and why do ecommerce businesses need them?

Sending any product out of the UK now requires custom declaration forms. 

These forms vary slightly depending on your courier.

The CN22 form is used for items with a value of up to £270. Whereas, a CN23 form is for items valued above the £270 threshold and requires additional accompanying paperwork such as a commerce invoice or an appropriate licence. EDI forms operate in the same way. 

Ecommerce business owners can access more information about UK customs here.

For UK merchants shipping goods to the EU, what are the VAT changes?

Now that we have a Brexit trade deal, and the UK is no longer part of the EU, things aren’t as simple as they used to be. UK businesses need to consider EU Import VAT.

To be clear, this differs from UK VAT. Currently, UK businesses only need to collect VAT on sales after they surpass the £85,000 threshold. These domestic limits do not change, though all ecommerce businesses should ensure they understand what their UK VAT obligations are. 

EU Import VAT varies from country to country and depends on how your business operates, the value of the package you’re sending, and the item’s country of origin. We suggest seeking official tax advice when necessary to ensure your business is charging the amount of VAT and is meeting necessary legal requirements in every country you sell in. 

So, when do UK merchants need to pay EU Import VAT?

There are a few things merchants need to consider: 

  1. Is your product item value less than €22? If the answer is yes, then you’re not subject to EU Import VAT. However, it’s important to keep in mind that this threshold may change as of July 2021, as currently there are low-value consignment relief thresholds in place.
  1. Is your product item valued between €22 and €150? Here, EU Import VAT is due. This is often charged at 20% but can vary on the country. 
  1. Is your item valued at more than €150? Again, EU Import VAT is due, and additional import duties may apply. 

If the item you’re exporting is alcohol, perfume or a specialist product additional excise duties may apply, no matter what the value of the item is, so always check!

How do merchants pay EU Import VAT?

There are two options: 

  1. You leave EU Import VAT unpaid

With this option, the customer will see the price of delivery without VAT. All you need to do is complete the paperwork, and the courier charges the customer the EU Import VAT

Whilst this might seem like the easier option, it can lead to long shipping delays, payment refusals and disgruntled customers. 

So, check whether you need to register for tax in the countries you’re operating in. 

  1.  You collect EU import VAT and pay the courier

Just like with option one, the customer sees the delivery price, but you pay the VAT and other duties to the courier, not them. They often call this Delivered Duty Paid (DDP). 

Again, check whether you need to register for tax in the countries you are operating in.  

Are there any differences for merchants based in Northern Ireland?

If your ecommerce business is based in Northern Ireland and you’re shipping to the EU, then you will require an additional EORI number starting with XI. 

However, duties don’t apply if you’re shipping from Northern Ireland to the Republic of Ireland. This is because the shipment is treated as an ‘intra-community’ and not subject to extra charges. 

For Northern Ireland to Great Britain, exports are treated as a domestic UK transaction. UK VAT is also still applied.

What does Brexit mean for the future of ecommerce?

Around the world, COVID-19 has accelerated the shift towards more online shopping. In the UK, it’s unlikely that Brexit will reverse this trend, but it is having an impact. As a result, your customers’ buying experience is of greater importance than ever, and is key to your growth.

The new customs and tax regulations can complicate the ecommerce journey, resulting in delivery disruptions and delays if you don’t get it right. For example, what’s an EORI number or harmonisation code, the difference between DDP and DAP, how to update your fulfilment and delivery process software, communicate with the customer, and set realistic expectations.

Last word

For many online retailers, Brexit can seem daunting, particularly smaller businesses and entrepreneurs just starting out. Understanding Brexit’s impact on the ecommerce industry and what is expected of you is critical to navigating your way through this post-Brexit era successfully. 

Where can I learn more about Brexit?

About ShipStation:

ShipStation makes EU shipping easier by managing much of the new administrative procedures, but even if you decide to go it alone, remember that Brexit has happened and now is the time to act. Brexit related EU import VAT, customs charges and changes to how you ship items are here to stay.

So, you’re wondering if it’s possible to change the name of your Shopify store? Maybe you’re a few months into your new business venture and you don’t like the way your store sounds, or you’re looking to rebrand. 

Whatever the reason, below is a step-by-step guide on how to change the name of your Shopify store, wherever and whenever you want to.

Is my Shopify store name important?

When you create your Shopify account, you’re asked to choose a store name. The name you choose is then used to create your Shopify sub-domain in the following format: This sub-domain is intended to be used for internal purposes, like logging into your Shopify account and setting up and managing your online store. 

You have the option of keeping this sub-domain as your public-facing URL, but we recommend using your own custom domain to build credibility and trust, one that is on brand and is memorable. 

How do I change the name of my Shopify store?

To change the name of your Shopify store, there are two quick and easy options:

Method 1 – using the Shopify mobile app

This method works in both the iOS and the Android versions of the Shopify app.

  1. Open your Shopify app and select the store icon in the right bottom corner
  2. Press Settings 
  3. Go to General
  4. In the store details menu, you’ll see your current store name in the store name field
  5. Delete your existing store name
  6. Type in your new Shopify store name
  7. Press the Save button at the top to save your changes

Method 2 – using the Shopify admin website

  1. Log in to your Shopify admin account on your desktop
  2. Click Setting in the left navigation menu 
  3. Click on General 
  4. You’ll see your current store name in the Store name field. Delete it.
  5. Type in your new Shopify store name
  6. Click Save in the top right to save your changes

Should I change the name of my Shopify store?

Deciding to change your store name could be a key factor that will contribute to the growth of your business. We hope this article will help you successfully rename your store. However, if you still need assistance, please get in touch with our team of Shopify experts today. 

So, it’s finally time to start selling your products online, but you’re not sure how to do it? You’re not alone. With so many options available, it’s hard to choose which platform is right for you.

Maybe you’ve been evaluating different platforms. Maybe you’ve finally narrowed it down to just two. Either way, chances are you’ve stumbled across Shopify and Amazon FBA. When evaluating these two options, you need to consider what you want most out of the selling process and how you want to position your brand. 

To make things easier, we’ve outlined below what the key differences are between Shopify and Amazon FBA, and answered some of the most common questions we receive from merchants. 

The marketplace

First things first, the major difference between Shopify and Amazon FBA is the marketplace. Shopify gives merchants the freedom to create their own unique, branded store. Whereas, Amazon FBA is about selling through Amazon itself, so retailers don’t have a store of their own. Amazon comes with a ready-made marketplace, where merchants have to post their products directly onto the platform, which will then appear amongst competitors selling the same products.

And, although merchants have access to Amazon’s enormous customer base, as you might expect, there is something you must give in return. You will have to pay a percentage of every sale you make to Amazon. On the other hand, when you choose to sell on Shopify there isn’t a ready-made audience, which means you can keep more of your sales profit.

Ease of use

Shopify is the leading ecommerce platform on the market and it’s easy to see why. Its simple, user-friendly, self-hosted design features make it an excellent place to start for entrepreneurs looking to launch a business online with very little technical knowledge. At its core, Shopify gives merchants everything they need to build a premium store on their own. 

Like Shopify, Amazon is a hugely popular platform and where many entrepreneurs find themselves when they’re just starting out. Amazon gives merchants the ability to sell their products immediately. However, listings and product descriptions can be time-consuming because of the regulations, fees, and back-end logistics merchants need to familiarise themselves with. 


Shopify comes with fantastic in-built features, with over 60 themes to choose from, you can have your online store looking the way you want it in no time. And by utilising Shopify’s deep app ecosystem, you’ll end up with a super customised store. 

Not only that, but Shopify offers a great range of learning resources, jam-packed full of industry insights and solutions, taking care of any technical hurdles you might run into. 

With Amazon, you can sell almost anything you like and add different product imagery, but the overall design remains in Amazon’s control. 

On the plus side, it comes with some notable features such as FBA and protects customers with easy refunds, so you don’t have to worry too much about building trust or loyalty with your customers. 

Payment gateways

With Shopify, you have tonnes of payment methods to choose from. This is a helpful feature for online retailers looking to scale their business globally. Because customers are more likely to buy from you when their chosen payment method is available. Also, Shopify’s payment gateway, Shopify Payments, eliminates transaction fees which mean more profit for your business. In contrast, Amazon does not allow sellers to accept certain payment options, like PayPal, which might affect your bottom line.


Unsurprisingly, both Amazon and Shopify operate globally, which means both are optimised for speed and security. In particular, Shopify gives you SSL certificates, ensures seamless browsing and offers 24/7 customer support should any issues arise. 

Amazon also offers merchants a secure environment to sell with a whole host of services, such as cloud solutions, backup services and risk management. But although from a customer’s perspective Amazon can seem very reliable, they still have to be vigilant when it comes to scams and fraudulent accounts. 


Shopify not only appeals to small independent businesses but also to giant organisations like Nestle and Kylie Cosmetics. This is because Shopify is an easy way for brands to scale without limits, with endless customisation possibilities and innovative functionality options. 

Amazon, too, is appealing to large and small sellers. Small businesses who can’t afford to sell on large platforms are drawn to Amazon’s reputation, its international market and ready-made customer base.

It might seem like Amazon is a no-brainer when you consider its global reach and intuitive catalogue system, which makes searching for products a breeze. After all, customers are there to find a specific product, which means your chances of connecting with a new customer are very high.

However, ironically, this is also Amazon’s greatest downfall. Because it only highlights products and not specific dealers or brands, it has specific restrictions on what and how you can sell your products. If you don’t abide by these strict rules, which include a lot of competition-orientated policies, you risk suspension from the platform. 

For any business to make it big on Amazon, you’re going to have to overcome negative reviews, a lot of price fluctuations, and the constant battle of losing your customers to your competitors. 

Shopify or Amazon FBA – Which is better?

Choosing which platform to go with will depend on your business objectives and what you’re looking to get out of your ecommerce platform. You’ll want to look at the above comparisons and determine which works best for you. Overall, Shopify is one of the best platforms for entrepreneurs looking to start their own business and looking to create a store that embodies their branding. If you want to have your own online store (what brand doesn’t these days), more control and complete flexibility, then Shopify is the solution for you. 

Amazon FBA Vs Shopify – Can I use both?

You don’t have to choose between Shopify and Amazon. You can choose to use both. 

With Shopify, you can easily integrate Amazon. Simply connect your Amazon account to reach Amazon customers instantly. This allows you to attract even more customers from both sides of the spectrum.

Amazon FBA Vs Shopify – Which is cheaper?

On a basic plan, Shopify costs $29 + VAT a month. This is cheaper than Amazon’s Individual Seller Plan, which is $40 per month. However, this Amazon plan is only appropriate if you’re looking to sell a few products, as you only get to sell under 40 items at a $0.99 fee for each.

When comparing the costs of the two platforms, ultimately, Shopify gives you more bang for your buck. Not only do you get a high-quality ecommerce store, but you also get unlimited products and many other outstanding features to help you scale. 

Final thoughts

There’s no denying that Amazon has its benefits, including a global pre-made audience, although this can come with hidden, and often significant, costs. On the other hand, there’s Shopify – an intuitive, fully-hosted platform that’s quick and easy to use. It provides you with all the key components you’d need to scale, without being confined by rules and regulations. 

Ultimately, the choice is yours. But it’s not a decision that should be taken lightly. We suggest you consider how much time you have available, how much control over your business you desire, and how quickly you want to grow. 

Here at Velstar, we champion Shopify as the ecommerce solution for entrepreneurs. It offers unrivalled security, support and flexibility, allowing you to focus on what’s important: growing your business. Shopify has been built with merchants in mind. We believe it’s a truly unique platform that understands the value of your time and money. 

So, if you’re interested in hearing more about Shopify or want help to integrate Amazon onto your Shopify store, get in touch with our team of experts.

With so many features and updates, Facebook advertising can seem like a daunting place if you’re not a digital marketing pro. However, the multiple benefits it can bring make it a vital addition to your Shopify store. And as Facebook is one of the most popular advertising platforms on the planet, your Facebook ads must be set up correctly to maximise campaign success. 

In this guide, you’ll learn what a Facebook Pixel is, how to set up a pixel on your Shopify store, and the different ways to use a pixel to boost conversions and drive ROI. 

What is Facebook Pixel?

The Facebook Pixel is a tracking code that is generated from your Facebook Business Manager account and it captures specific actions visitors perform on your website. 

You can use the data your pixel collects to show your Facebook and Instagram ads to different audience segments. And you can use it to re-target and re-market to people who have visited a particular page or taken a specific action on your website. 

In short, a Facebook Pixel allows you to advertise the right content to the right people at the right time.

Why should I add a Facebook Pixel to my Shopify store?

Adding a Facebook Pixel to your Shopify store is a no brainer. Here’s why…

  1. Custom Audiences

How brilliant would it be to show your ads to people who have already shown an interest in your brand?

Well, Facebook Pixel allows you to create custom audiences so you can do exactly that. 

By creating custom audiences from pixel data, you can tailor your ads to different audience segments based on the products they’re interested in. 

For example, if you own an eyewear brand and you want to promote a new line of women’s sunglasses, you can create a custom audience of people who have previously shown interest in women’s sunglasses or general women’s eyewear in your store. Also, you can create a custom audience of people who added various women’s eyewear to their cart and display ads promoting your new line of sunglasses.

  1. Dynamic Ads

Not every customer who visits your store will make a purchase. But this is where Facebook Pixel can help. The pixel allows you to capture data regarding visitor behaviour, such as cart abandonment or specific page views, and use this information to create re-targeting campaigns using dynamic product ads. These ads are great for encouraging customers to return to your store and make that all-important purchase. 

  1. Lookalike Audiences

Creating lookalike audiences using Facebook Pixel for your Shopify store is a surefire way to gain lots of new customers. This is because lookalike audiences are groups of Facebook and Instagram users with similar characteristics to people in your source group. 

Facebook has a rich data pool which can prove particularly useful when it comes to targeting audiences who are more likely to convert. 

For example, if you create a custom audience of people who made purchases on your Shopify store, you can then create a lookalike audience of people with similar characteristics. 

  1. Conversion Optimisation 

You can use Facebook advertising to increase the number of sales on your Shopify store by asking Facebook to optimise your campaign for purchase. 

Based on your pixel data and Facebook’s database, your ads will be shown to users who are prone to purchase and are interested in brands like yours. 

How to add a Facebook Pixel to my Shopify store?

First things first, if you haven’t already, you’ll need to create your pixel.

To do this, you’ll need to visit your Events Manager > Connect Data Source > Web > Add pixel details. 

There are three ways you can add a Facebook Pixel to your Shopify store: 

  1. Use an integration or tag manager
  2. Manually install the pixel code
  3. Email instructions to a Developer

Using an Integration to add the Facebook Pixel code to Shopify

If you’re on Shopify the process is simple. Here’s how…

  1. In your Shopify admin, click Facebook in the Sales channels section
  2. Click Settings, and then click Data sharing settings
  3. In the Customer data-sharing section, click the Enable data-sharing 
  4. In the Choose data-sharing level section select Standard, Enhanced, or Maximum
  5. Select your pixel from the list. Or if you’re yet to create a pixel, follow the instructions to create one
  6. Now click Confirm

Adding the Facebook Pixel code to your Shopify store manually

If you find coding a breeze, then this might be the option for you. Put the pixel code in the global header of your website. To do this, look for <head> </head> in your code or find your header template to upgrade the global header. Then, paste your Facebook pixel code in the middle of the header code, after <head> and before </head>.

Have a Developer add your Facebook Pixel code to your Shopify store

If you have a Shopify Developer who helps you maintain your site, you can simply email them the code and instructions to install the Facebook Pixel. This is the ‘Email instructions to a Developer’ option. Once the Developer has confirmed the pixel is installed, you can check whether the Pixel is working properly by using Google Chrome’s Facebook Pixel Helper extension.

After you’ve verified that your pixel is working, you’re ready to start creating your custom audiences and advertise on Facebook and/or Instagram. With constant monitoring, you’ll be able to scale your ads in no time. 

Custom Conversions For Shopify

Facebook Pixel gives brands the freedom to create custom conversions.

A custom conversion is created by selecting a completion page and naming the conversion. For example, a completion page could be a thank you page similar to the below example:

Facebook also allows you to choose the category for the custom conversion. These include…

The clever thing about custom conversions on Facebook is that once they’re created they’ll be tracked for all your ads, whether you’ve optimised for it or not. At any time, you can create a report for one of your Facebook ads that will show you the conversion rate for your custom conversions. 

Facebook Pixel Standard Events For Shopify 

When someone takes an action on your Shopify store, Facebook Pixel logs it as an event. Facebook already has a standard list of pre-defined events that are common across ads. These include…

The above standard events also support parameters, which let you track specific information about an event. This includes…

Custom Events For Shopify

In contrast to custom conversions which are tied to a URL, custom events don’t need to be. Instead, conversions are tracked by adding code to a specific page. Custom events are used when brands want to collect more in-depth data than a standard event. 

How many Facebook Pixels do I need?

Facebook allows you to create up to 100 pixels in your Business Manager account. We’d recommend only setting up multiple Facebook Pixels if you have lots of different websites with different audiences.

Your Facebook Advertising Experts

Hopefully, after reading this article, you know how to successfully add a Facebook Pixel to your Shopify store. But, if you still need assistance, we’re happy to help. 

Our team of Facebook advertising experts have a proven track record when it comes to helping brands get the most out of their Facebook Pixel. We build highly targeted audiences for ad campaigns that drive conversions and improve ROI. We can do the same for your ecommerce business. Get in touch today

Over the past few months, advertisers on Facebook have been made aware that changes are coming to Apple’s privacy policy in their next iOS 14 update that will mean iPhone users will be explicitly required to consent to app publishers being able to track them across their apps and the websites they visit.

To shed some light on what the iOS 14 update means for your ecommerce business and how you can prepare, our Paid and Organic Social Media Manager, Rob Watts shares his thoughts.

What will the iOS 14 notification look like?

The notification expected to land on all devices using iOS 14 once launched will look something like this…

What does it mean for businesses running ads if a user has decided to opt-out?

If users decide to opt-out, we expect to see fairly drastic changes to how we report on the data provided. This includes shorter attribution windows, zero demographic data in breakdowns when reporting, only 8 standard and custom optimisation events, and more than likely smaller re-targeting audiences because of higher prioritised events now being noted.

In short, this will mean that we will see less reported conversions overall, not ideal!

Back in 2015, a similar update was introduced to iOS 13 that gave iPhone users the option of allowing/giving Facebook & other apps access to their geographical location when the apps were not in use.

This change saw an opt-in rate plummet from 100% to less than 50%, which we think you’d agree, is a drastic drop! Could this latest update follow suit?

Maybe, but it’s not all doom and gloom as Facebook is reportedly working on something that will help with the loss of attribution we as advertisers are expecting.

Facebook has been rather vocal about their stance on the changes, both on their owned platforms, as well as more traditional platforms like newspapers and forums. This is just one of the newspaper ads they’ve taken out to express their feelings on the matter.

Alongside the newspaper ads, they have also released a statement saying:

‘In testing, we’ve seen more than a 50% drop in Audience Network publisher revenue

They go on to say…

‘Our studies show, without personalised ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads.

Now, we do have to point out that the figures Facebook has used are only precautionary, and at this stage, we’re all completely unsure of how close or far away the actual numbers will be. However, it’s worth noting that Facebook has released this statement to express concerns and put pressure on Apple to reconsider the decision. As this update could potentially have severe consequences on smaller businesses and agencies across the global. 

So, what can you do to prepare for the changes? 

Verify your domain
Although there’s not much information as to why, Facebook has hinted that verifying your domain will be beneficial in the long run, so get your domain verified, the sooner the better! To help, Facebook has a list of steps you can follow.

Conversion tracking events
The update will mean only 8 conversion events per domain will be allowed. This includes standard events like purchase or add-to-cart, as well as your custom events! If you are currently using more than 8 events, it’s time to take a look and see which ones you need to keep and which ones you may have to drop.

Email database
Focus a percentage of your current Facebook ad efforts on increasing your email database to rely less on the Facebook Pixel optimisation for re-targeting. As an agency, we’re currently seeing an incredible return on our email campaigns for clients, many of which had never looked at email prior. If you’ve neglected emails before, now is the time to start thinking about them! 

Analyse your current data
Start understanding how many purchases/conversions/leads currently come from iOS devices. The breakdown report tab in Facebook Ads Manager is great for this! From here, you can start to gauge how your reporting figures may be affected and come up with a contingency plan.


So, that’s all we know for now. As the situation unfolds and more information is released, we’ll continue to keep you updated as best we can.

This isn’t the first big change in the marketing world, and it won’t be the last!

But if you’re worried about how the iOS 14 update will impact your ecommerce business and need support, get in touch with us today we’d be happy to help.

So, you’ve spent hours perfecting every part of your Shopify store and imported all your products. Now, it’s time to make your new Shopify store live. But how?

To help, we’ve rounded up a few simple steps you can follow to put your Shopify store live. Here’s what you need to do…

1. Add your new domain in shopify

First things first, you need to add your new domain into Shopify. To do this, log in to Shopify Admin. Then go to Sales Channels – Domains – Connect Existing Domain. Then copy and paste in the domain you want to connect.

2. Update DNS records

You need to login into your domain registrar e.g. GoDaddy, Namecheap etc, and make the following changes to the DNS records: Replace the @ or main A record with this IP address:

Also, you need to replace the www CNAME with (i.e. your store Shopify link without including the HTTP – you can find this on the Domains Settings page. 

3. Remove all storefront passwords

It’s imperative that you remove all storefront passwords, otherwise no one will be able to access your store when it’s live. 

To do this, log in to your Shopify Admin, go to Sales Channels – Preferences – Password Protection – untick Enable Password. 

4. Set as primary domain if relevant

You can choose what you want your primary domain to be. To do this, go into Sales Channels – Domains, and set your domain. 

Also, be sure to check the ‘Redirect all traffic to this domain’. This means that traffic to all other domains is redirected to your primary domain, which is essential for good SEO.

5. Adding other domains 

Using your other domain names, repeat steps 1 and 2. All other domain names will be redirected to the ‘Primary Domain’, which you can change at any time by going to the ‘Set as Primary’ option next to each domain name.

What I need to check before launching my Shopify store?

Once you’ve followed the above steps discussed, there are still a few final things you must do before setting your site live.

  1. Make sure all the links across your Shopify store are working and there are no 404s. 
  1. Copy check all your content, including images. First impressions count, so make sure your customers aren’t put off by silly mistakes. Check and check again.
  1. If you have any active promotional codes on your old store, make sure you set them on your new store.

Shopify experts

If you need support making your Shopify store live, then get in touch with us. We have years of experience working with the Shopify platform and can support you every step of the way. Let’s get started!

So, you’ve successfully made it through BFCM. The crowds have settled and the mania of last weekend is feeling like a distant memory. You’re probably thinking it’s time to sit back and relax, but you’d be wrong! There’s a bunch of new customers that have come your way over Cyber Weekend – it’s your mission to make sure those customers stick around. 

Often merchants will see a deep dip in sales soon after BFCM – it’s not uncommon! We call this the Black Friday Cyber Monday hangover. This is because new customers gained over the holiday season often have a lower overall lifetime value. Despite this, LoyaltyLion has found that 46% of customers would return to a shop they’ve already brought from, versus 14% who wouldn’t. So, it’s clear that failing to re-engage new customers and convert them into loyal repeat customers is a missed opportunity.

Here are a few simple tips for how to beat your BFCM hangover and increase customer lifetime value (CLV):

1. Ask your customers for reviews 

We all know the importance of reviews during Black Friday Cyber Monday. But did you know they play an even more meaningful role after BFCM?

Reviews are a great way to build long-lasting relationships with your customers because they show you genuinely care about what your consumers think. Sending your new customer a review request in their welcome email shows that your brand values its customers.

Think about the huge numbers of shoppers who have flocked to your store over BFCM, this offers you the perfect opportunity to collect a huge number of reviews. Since 75% of consumers refer to reviews to influence their purchasing decisions, rolling into 2021 with hundreds of reviews about your service and products will set you up for a strong start to the new year. 

2. Leverage email marketing to build loyalty and drive sales

Another way you can encourage holiday shoppers back to your store is by utilising the power of email marketing effectively. By sending segmented, personalised emails you’ll be winning your new customer’s loyalty in no time! 

Personalisation significantly improves open rates, clicks, engagement and sales. When you send content that’s tailored to specific audience segments, your emails will resonate with the receiver, which ultimately generates better results. 

For example, you could automate email flows that encourage customers to sign up to your newsletter, join your loyalty program or send limited-time discounts and offers. Also, why not go one step further and automate your emails based on user behaviour? This could include ‘viewed product’ segments, perhaps your customer didn’t end up buying a particular product they were looking at, you can target this particular type of customer again.

All in all, personalised emails play a prominent role in engaging consumers throughout the customer journey. They deliver value, boost retention, increase upsell and deliver a richer, more relevant shopping experience.  

3. Implement a loyalty program

What better way to reward your new customer than with a loyalty program. Offering customers rewards for purchases, referring friends, and leaving reviews gives them a reason to remain loyal to your brand. 

Also, loyal customers buy more, it’s a fact. For example, recently our client Personalised Co generated 25% of revenue from its loyal customers and saw a 34% increase in customer spend compared to non-redeeming customers.

However, simply rewarding customer behaviour is just the beginning. You need to ensure your loyalty program is data-driven. This can be done through segmentation based on consumer activity. For example, segments could include loyal customers, those at risk of losing and customers you need to win back. Third-party Shopify Plus integrations, such as LoyaltyLion offer merchants the functionality to keep track of these segments and take action. 

4. Entice with a post-BFCM campaign 

The BFCM buzz doesn’t have to end in November, so why not prolong it? Encourage your customers to create and share User-Generated-Content (UGC) including pictures of products they brought from you during BFCM. 

This is a really simple, yet effective way to drive new shoppers to your store. Execution is easy. All you need to do is promote your request via email and on your social media channels with a short and snappy hashtag. 

UGC is an extremely powerful marketing tactic to build trust among new customers and drive conversions for your business. In fact, consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands. And with 54% of customers using social media to research a product, a post-BFCM campaign utilising UGC is a surefire to drive your sales back to the top. 


If you want to overcome the BFCM slump and keep your brand top of mind long after Black Friday Cyber Monday, you’ll need to think fast and implement these ROI-driven tactics discussed. Give your customers a reason to engage with your brand and you’ll have them coming back to your store in no time at all.