Introduction 1 Part 1: Getting Started with Shopify 5 Chapter 1: Introducing the Ecommerce Essentials 7 Chapter 2: Finding Your Way Around Shopify 15 Chapter 3: Sourcing Products and Identifying Sales Channels 35 Part 2: Preparing Your Store for Launch 53 Chapter 4: Designing Your Shopify Store 55 Chapter 5: Filling Your Virtual Shelves: Creating Products and Collections 81 Chapter 6: Setting Up Shipping and Receiving Payments 109 Part 3: Curating the Customer Experience: The Customer Is Always Right 143 Chapter 7: What''s the Difference? Customer Service and Customer Experience 145 Chapter 8: Reviews, Customer Loyalty and User-Generated Content 161 Chapter 9: Understanding the User Experience 189 Chapter 10: Getting Personal: Personalizing Your Website 203 Part 4: Taking Stock of the Situation: Inventory, Logistics and Orders 221 Chapter 11: Stocked Up: Buying, Receiving and Managing Inventory 223 Chapter 12: So, You''ve Received an Order -- Now What? 247 Chapter 13: From Here to There: Fulfilling Your Orders 267 Part 5: Attracting Attention: Sales and Marketing 291 Chapter 14: Pricing, Discounts and Promotions: Creating Eye-Catching Offers 293 Chapter 15: Getting Discovered: Finding New Customers 317 Chapter 16: Advertising and Promoting Your Online Store 333 Chapter 17: Getting Social: Using Social Media to Grow Your Business 363 Part 6: The Part of Tens 379 Chapter 18: Ten Helpful Apps for Your Shopify Store 381 Chapter 19: Ten Ways to Improve the Customer and User Experience 389 Chapter 20: Ten Ways to Prepare to Go Live 399 Index 409 Introduction 1 About This Book 2 Foolish Assumptions 2 Icons Used in This Book 3 Where to Go from Here 4 Part 1: Getting Started with Shopify 5 Chapter 1: Introducing the Ecommerce Essentials 7 Explaining Ecommerce 8 Introducing Shopify 9 Planning for Ecommerce Success 10 Getting Creative: Setting Up Your Shopify Store 11 Making Friends with Your Customers 12 Taking Care of Business: Managing Stock Levels and DeliveringOrders 12 Growing Your Business through Marketing 13 Going Live! 14 Chapter 2: Finding Your Way Around Shopify 15 Choosing a Shopify Plan 15 Basic Shopify 16 Shopify 16 Advanced Shopify 17 Shopify Plus 17 Shopify''s Support Services 19 Deciding on Your Domain Name 21 Where Am I? Signing Up with Shopify 22 Navigating the Shopify Admin Panel 25 Home 26 Orders 27 Products 27 Customers 27 Analytics 27 Marketing 30 Discounts 30 Apps 30 Sales channels 30 Settings 32 Using Shopify to Sell In-store and Digital Products 32 Shopify POS 32 Using Shopify to sell digital products 33 Chapter 3: Sourcing Products and Identifying Sales Channels 35 Sourcing the Right Products to Sell 36 Locating products to sell 36 Supply and demand: Tools to check for trending products 37 Checking trending products in Shopify 40 Introducing Online Sales Channels 41 D2C: Direct to consumer sales 41 B2C: Business to Consumer sales 42 B2B: Business to Business sales 43 All about Dropshipping 44 Comparing the different kinds of dropshipping 45 Considering the pros and cons of dropshipping 47 Dropshipping on Shopify 47 Selling on Online Marketplaces 48 Part 2: Preparing Your Store for Launch 53 Chapter 4: Designing Your Shopify Store 55 Coding, Web Developers and Shopify 56 Finding Your Way: Website Architecture 57 Team with the Theme: Exploring Shopify Themes 59 Choosing a theme 60 Eureka! You''ve found your theme 60 Publishing your theme 61 Customizing your theme 62 Designing Your Shop Window: The Homepage 62 What''s on the menu? 63 Styling your homepage 64 Adjusting your theme''s settings 74 Adding Menus and Pages 76 Creating a page 77 Creating a menu item 79 Chapter 5: Filling Your Virtual Shelves: Creating Products and Collections 81 Nuts and Bolts: Adding Products to Develop Your Collections 82 Creating a collection 82 Using product tags to refine your collections 86 Adding collections to your menu 89 Adding a new product to your store 90 Merchandising Your Collections 106 Activating Products in Your Store 107 Chapter 6: Setting Up Shipping and Receiving Payments 109 One Size Does Not Fit All: Exploring Shipping Options 110 Free shipping versus paid shipping 110 Express shipping versus standard shipping 115 Shopify and shipping 117 Getting Started with Shipping in Shopify 120 Adjusting your default package type 121 Shipping rates and profiles 124 Tax Time: Setting Up Tax Rates 129 Setting up tax collecting in your store 130 Including tax in your product price 133 The Fun Part: Getting Paid 133 Setting up Shopify Payments 134 Accepting other payment methods 136 Viewing your Shopify Payouts 137 Setting up multiple currencies in Shopify Payments 138 Setting up a third-party payment provider 139 Fraud prevention 139 Investigating suspicious orders 139 Processing chargebacks 141 Part 3: Curating the Customer Experience: The Customer Is Always Right 143 Chapter 7: What''s the Difference? Customer Service and Customer Experience 145 Customer Service 101: Communicating with Customers 146 Creating clear policies and product information 146 Customer service channels to consider 149 Using Customer Service Metrics 154 Maximizing Customer Experience 155 Providing an excellent customer experience 157 Measuring customer experience 158 Checking Customer Satisfaction 160 Chapter 8: Reviews, Customer Loyalty and User-Generated Content 161 Why Reviews Matter 162 Onsite product reviews 163 Offsite customer reviews 164 Selecting a review platform to use with Shopify 166 Free offsite review platforms to use 168 Why Loyalty Matters 169 Understanding the lifetime value of a customer 169 Loyalty, referral programs and Shopify 172 Utilizing User-Generated Content 174 Customer Reports: Loyal and At-risk Customers 177 Using customer reports in Shopify 177 Customizing your customer reports 184 Chapter 9: Understanding the User Experience 189 Understanding the Basics of a Good User Experience 190 Getting to know how users behave 190 Considering the theory 191 Improving Your User Experience 193 Conducting user research 194 Monitoring and maintaining your page speed 198 Fixing broken links 199 Running your own device analysis 199 Optimizing your website''s internal search 200 Implementing AB Testing 200 When can I start running AB tests? 201 I''ve got the traffic, so how can I AB test in Shopify? 202 Chapter 10: Getting Personal: Personalizing Your Website 203 Creating a Personalized Shopping Experience 204 Tailoring Your Store to Suit Your Customers 206 Personalized banners 208 Product recommendations 209 People also bought 210 Product quizzes and guided selling 210 Recently viewed items 211 Bestsellers 211 Personalize by location 212 Location-based sizing 213 The Gift of Giving: Creating and Fulfilling Gift Cards 213 Issuing a gift card 214 Making gift cards available for purchase 215 Giving Little Unexpected Extras 218 Handwritten notes 218 Gift with purchase 219 Personalized video 219 Show off your personal side 219 Part 4: Taking Stock of the Situation: Inventory, Logistics and Orders 221 Chapter 11: Stocked Up: Buying, Receiving and Managing Inventory 223 Defining Inventory Management 224 Starting from Scratch: Your First Purchase Order 227 Creating a purchase order 228 Receiving a purchase order 229 Storing Your Inventory 234 Shelving equipment 236 Locations 236 Layout and design 237 Putting Your Stock to Work: Listing Inventory Across Sales Channels 238 Changing a product''s availability status 239 Making products available to your sales channels 239 Catch Me If You Can! Tracking Stock Movement 242 Using Inventory Reports 243 Month-end Inventory Snapshot 244 Average Inventory Sold Per Day 244 Percent of Inventory Sold 245 ABC Analysis by Product 245 Chapter 12: So, You''ve Received an Order -- Now What? 247 Receiving and Confirming Orders 248 The Three Stages of an Online Order 249 Order placed: Capture payment 249 Order paid for: Fulfill the order 251 Order has been paid for and fulfilled: Archive the order 251 Creating Draft Orders for Customers 253 Managing Orders 255 Viewing an order 255 Viewing an order''s Timeline 256 Editing an order 257 Contacting a customer about their order 258 Checking an order''s status 258 Refunding a customer 259 Creating returns 260 Checking an Order for Fraud 262 Fraud analysis indicators 262 How to handle potential fraud in your store 264.