Table of Contents
Preface vii
Some Benefits to Operating an Online Business viii
Ecommerce Offers Tremendous Opportunity ix
Shopify Is a Powerful Ecommerce Turnkey Solution x
10 Common Issues Related to Running an Online Business xi
It All Starts with a Great Idea! xii
Chapter 1 Introduction to Shopify 1
An Ecommerce Turnkey Solution Offers an Easy Way to Launch Your Online Business 1
You Have Numerous Ecommerce Turnkey Solution Options 2
10 Things to Look for When Choosing an Ecommerce Turnkey Solution 3
Shopify Offers Many Options to Business Operators 4
Establish Realistic Goals for Your Business 6
Avoid the Most Common Misconception About Operating an Online-Based Business 7
The World of Ecommerce Is Looking Brighter Than Ever Before 7
Shopify Expert: Darrell Williams Transform a Shopify Store into a Profitable Business 8
Chapter 2 Methods of Selling Online 13
Establish Your Ecommerce Website Using Shopify 14
Shopify's Theme-Based Store Builder 16
Get the Help You Need When You Need It 16
Shopify Handles Payment Processing 16
Third-Party Apps Can Expand the Functionality of Your Website 17
The Shopify Store Builder Is Chock-Full of Features 18
Shopify Offers Many More Ways to Sell Products Online 19
Shopify Expert: Alexis Jae, Experienced Shopify Merchant 21
Chapter 3 What Can Be Sold Online 27
What Types of Products Should You Consider Selling Online? 27
10 Additional Considerations When Choosing What to Sell Online 28
Selling Intangible Products or Subscription-Based Products Is Also an Option 29
Dropshipping Is an Alternative to Maintaining Inventory 30
Six More Strategies for Achieving Success Using Dropshipping 31
Define Your Product Offerings 32
Inventory Considerations 32
Your Ecommerce Business Needs Business Insurance 34
Be Sure to Research Your Competition 35
Tips for Setting Your Prices and Developing a Premium Brand 36
Identify Your Target Audience 39
Compose Attention-Grabbing and Informative Product Descriptions 41
Creating Professional-Quality Product Photos Is Essential 41
Shopify Expert: Bob Herman, Cofounder of Luv To Laugh 43
You Have Many More Steps to Complete Before Launching Your Business 48
Chapter 4 Establishing Your Business 49
Get the Business Guidance You Need, Right from the Start 50
Start by Naming Your Business 51
Create a Professional Company Logo 52
Brainstorm a Company Slogan or Tag Line 53
Set Up Email Addresses and a Phone Number for Your Business 54
Create a Brand for Your Business 55
Compose a Business Plan 56
Develop Your Company's Startup Budget and Bookkeeping System 57
Register Your Company as a Legal Business Entity 57
Set Up Your Home Office 58
Shopify Expert: Kristin Berry Mastoras, Founder of Miss Design Berry and Kiki and Max 60
The Next Step: Start Creating Your Company's Ecommerce Website 67
Chapter 5 Creating Your Online Store 69
Essential Pages and Content Your Website Should Include 69
Branding Is Essential 74
Putting the Pieces Together 74
Start Creating Product Listings 77
Customize Your Store Design 80
Add Pages 80
Organize Navigation 80
Add Domain Details 80
Set Up Payment Options 80
Set Up and Review Shipping Details 81
Localize Your Store for International Shoppers 81
Make Sure Everything Is Perfect Before Publishing-Shopify Can Help 81
Focus on Your Chosen Theme and Optional Apps 82
Shopify Expert: Zoë Chapman Inventor of the Whizzer and Founder of Shopify-Based Kiddiwhizz 83
Chapter 6 Themes and Apps Help to Differentiate Your Website 89
Start by Browsing the Available Themes 89
Optional Apps Can Add More Functionality to Any Shopify Theme and Website 95
Shopify Expert: Sam Wright, Founder and Managing Director of Blink 99
Determine the Help You'll Need Before Hiring a Bunch of Experts 103
Chapter 7 Sources of Help 105
Ways to Learn the Business Skills You'll Need 105
Pinpoint the Type of Help You Need 106
Gather Your Dream Team 114
The Marketing and Promotion You Do Will Drive Traffic to Your Online Store 115
Shopify Expert: David Wagoner, Cofounder of P3 Media 115
Chapter 8 Advertising and Promoting Your Products and Business 121
10 Things to Consider When Planning Your Advertising and Marketing Efforts 122
Specialized Knowledge May Be Required 123
Take Advantage of a Newsletter, Blog, or Podcast 124
Use Conversion Rate Optimization Techniques on Your Website 125
Email Marketing Will Keep You in Touch with Customers 126
Social Media and Influencer Marketing Are Extremely Powerful 128
Harness the Power of Video on YouTube 134
SEO Marketing and Online Advertising Can Take on Many Forms 135
Word-of-Mouth Advertising Is Extremely Powerful 137
Reach Out to the Media Using PR Techniques 138
Develop Cross-Promotions with Other Merchants and Companies 141
Become Active with a Charity You're Passionate About 141
Marketing Tools Offered by Shopify 141
Shopify Expert: Claudiu Cioba, Founder of VideoWise 142
Choose Strategies That Are Appropriate for Your Business 145
Chapter 9 Top-Notch Customer Service Is Essential 147
Establish Your Customer-Service Policies and Practices 148
10 More Best Practices for Ecommerce Customer Service 149
Shopify Expert: Andrew "Maff" Maffettone, Founder and CEO of Blue Tuskr 154
Chapter 10 Fulfilling Your Orders 159
Fulfilling Your Own Orders for Tangible Products 160
Shopify Expert: Jeri Wambeek, Cofounder of WAOConnect 164
There's Still More to Consider 169
Chapter 11 Consider Buying an Existing Online Business 171
The Benefits of Acquiring an Established Business 171
Additional Considerations Before Taking Over an Existing Business 172
Discover What Shopify Exchange Marketplace Offers 173
The Benefits of Using Exchange Marketplace 174
Final Thoughts 175
About the Author 177
Index 179
