A successful Shopify store can generate sales. A strong DTC brand gives customers a reason to choose you, remember you and buy again.

Nadine Killoran joins Nick Trueman to explain how ecommerce businesses can move beyond building a good store and create a brand with long-term customer loyalty. Drawing on her experience with brands including Absolute Collagen, Aion Bank and MYJAR, Nadine shares practical advice on brand investment, customer retention, subscriptions, pricing and securing CFO buy-in.

Learn what customers actually care about, why the second purchase is more important than the first and how to build a DTC brand that customers choose over cheaper alternatives.

In this episode:
00:00 - Store vs brand: the real difference
01:57 - What customers actually care about
03:11 - Nadine's journey to becoming a CMO
05:57 - Getting CFO buy-in for brand investment
09:16 - Measuring awareness and brand stickiness
11:29 - Retention, churn and the second purchase
18:25 - Turning customers into subscribers
24:45 - Pricing a growing DTC brand
29:15 - Difficult brand and pricing conversations
33:02 - Final thoughts

Exclusive listener offers:

Seguno - Shopify email marketing
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Yoast - Shopify SEO
Get 15% off Yoast for Shopify and WordPress with code WWS15.
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Inventory Planner - Shopify inventory management
Join the free seven-day inventory planning bootcamp.
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TaxCloud - Shopify sales tax management
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Shopify brands fail to harness to power of AOV increases through Upsells and Cross-Sells.
This week, Nick unveils his top tips and methods he has actively seen brands deploy to increase AOV. You've got the sale, why not sell another product for the same advertising and delivery cost? The logic is sound, but execution is where it falls down. In this episode, you'll learn:
- Different ways you can encourage customers to buy more through upsells and cross-sells
- How leading brands have got creative with this
- Where Shopify brands fail to cut through with cross-sells
0:00 — Introduction & What We're Covering Today

0:38 — Why Upsells and Cross-Sells Matter for AOV

1:00 — Tip 1: Bundling — Simplify It and Drop the Discount

2:05 — Use Microsoft Clarity to Watch Real User Behaviour

2:39 — Tip 2: Do Not Overwhelm the Customer

4:02 — The Sainsbury's Example — How Over-Pushing Kills Conversions

5:26 — Tip 3: Post-Purchase Upsells on the Order Confirmation Page

6:43 — Tip 4: Be Careful Using Data Before You Hit 5–10K Orders Per Month

8:09 — How to Do Upsells Manually as a Smaller Store

8:55 — Tip 5: Create a Customisable Look or Set

10:18 — How This Flips the Customer Conversation Completely

11:13 — AB Test the Outfit Feature Before Rolling It Out

11:46 — Tip 6: Sell Packs Instead of Single Items

13:05 — T-Shirt Pack Pricing Strategy Example

14:23 — Tip 7: Set a Spend Threshold to Trigger a Reward

15:29 — The $500 Minimum Spend Club Strategy

16:22 — Tip 8: Use Real Statistics as Social Proof

17:54 — Outro — Subscribe and Visit the Website
Winning With Shopify is the Shopify podcast for store owners who want to grow revenue, increase conversions, and scale their ecommerce brand. New episodes every Tuesday and Friday.
This Shopify Podcast is bought to you by Spec Digital, a PPC & SEO Agency based in the United Kingdom.
Seguno: Shopify Email Marketing
Listeners get a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast
Yoast: Shopify SEO.
Listeners get 15% off Shopify and Wordpress, with code WWS15
https://yoast.com
Inventory Planner: Shopify Inventory Management
Listeners can join a free 7-Day inventory bootcamp
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp
TaxCloud: Shopify Sales Tax Management
Listeners get free Migration onboarding, as a Winning With Shopify Listener
https://taxcloud.com/winning

From all of our recent Shopify store owners and marketing guests, here are the top bits of advice from the experts!

This week, we're combining the top pieces of advice from all of our guests. From marketing and warehousing to practical growth tips for your Shopify store.

In this episode, you'll learn:

• Key wins for your Shopify marketing and operations
• How to grow your Shopify store more quickly and profitably
• How to learn from other brands' mistakes and drive smoother growth for your Shopify store

0:00 Customers Buy Trust, Not Just Products
2:19 The Most Important Sale You're Not Focusing On
4:38 How to Source & Launch Your First Product From Scratch
7:31 How TaxCloud Saves Brands Thousands in Sales Tax Filings
11:38 How to 5X Your Discount Code Usage (Seguno)
13:59 Pure Wholesale to E-Commerce in 4 Months
16:09 Making a Profit With 27 Hands on Every Garment in Dublin

Winning With Shopify is the Shopify podcast for store owners who want to grow revenue, increase conversions and scale their ecommerce brand. New episodes every Tuesday and Friday.

This Shopify Podcast is brought to you by Spec Digital, a PPC & SEO Agency based in the United Kingdom.

Seguno: Shopify Email Marketing
Listeners receive a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast

Yoast: Shopify SEO
Listeners receive 15% off Yoast for Shopify and WordPress with the code WWS15.
https://yoast.com

Inventory Planner: Shopify Inventory Management Listeners can join a free seven-day inventory bootcamp.
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp

TaxCloud: Shopify Sales Tax Management Winning With Shopify listeners receive free migration onboarding.
https://taxcloud.com/winning

Get the right Shopify Apps for your store, to drivce revenue and productivity, not kill it.
Nick outlines his top tips for choosing the right Shopify apps and avoid the wrong apps for your Shopify store. It's a common mistake that brands get wrong time and time again.
Having worked in the Ecommerce space since 2007, Nick's got a wealth of experience in Shopify apps, ecommerce in general and has seen it all when it comes to bad tech choices by brands. As they say, don't let the tail wag the dog! In this episode, you'll learn:
- Choosing the right Shopify apps for your store
- Avoiding Shopify apps that will ruin your customer experience
- How to test if you've got a good Shopify app or the wrong one
0:00 - The Top 10 Most Installed Shopify Apps
2:45 - Should You Use the Most Popular Shopify Apps or Stand Out Differently?
3:48 - Difference Between Built for Shopify Apps and just another Shopify app
4:34 - 5 Things to Look For in a good Shopify app
10:08 - 5 Red Flags to Avoid in a bad Shopify app
13:04 - Don't Use an App When a Simple Piece of Code Will Do
16:10 - The Controversial Truth About Per-Transaction Shopify App Pricing
19:00 - Outro
Winning With Shopify is the Shopify podcast for store owners who want to grow revenue, increase conversions, and scale their ecommerce brand. New episodes every Tuesday and Friday.
This Shopify Podcast is bought to you by Spec Digital, a PPC & SEO Agency based in the United Kingdom.
Seguno: Shopify Email Marketing
Listeners get a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast
Yoast: Shopify SEO.
Listeners get 15% off Shopify and Wordpress, with code WWS15
https://yoast.com
Inventory Planner: Shopify Inventory Management
Listeners can join a free 7-Day inventory bootcamp
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp
TaxCloud: Shopify Sales Tax Management.
Listeners get free Migration onboarding, as a Winning With Shopify Listener
https://taxcloud.com/winning

Brands ignore the biggest part of Shopify marketing, which is building customer trust.
Matviy Matviyenko is CoFounder of JoyT5, who have absolutely nailed trust building in their Shopify marketing plans. With an emphasise on outlining aftersales as part of the presales process, they know how to convert and keep a customer long term. In this episode, you'll learn:
- How to build customer trust presale
- How to nail the aftersales process
- Shopify marketing done properly
Timestamps
0:00 - Why Trust Is the Most Important Thing You're Not Selling on Shopify
1:46 - Shopify After Sale Matters More
3:16 - The Lost Of First Shopify Customer
6:48 - How JoyT5 Started on Shopify
8:25 - What Losing Trust From a Supplier Taught Them About Building Their Shopify Business
11:39 - How JoyT5⁠ Grew to 20+ Dealerships Using Shopify & YouTube
18:52 - How to Market a High-Ticket Product Without Paid Ads on Shopify
28:43 - Why Product Videos & UGC Are the Biggest Missed Opportunity
33:21 - Outro
Winning With Shopify is the Shopify podcast for store owners who want to grow revenue, increase conversions, and scale their ecommerce brand. New episodes every Tuesday and Friday.
This Shopify Podcast is bought to you by Spec Digital, a PPC & SEO Agency based in the United Kingdom.
Seguno: Shopify Email Marketing
Listeners get a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast
Yoast: Shopify SEO.
Listeners get 15% off Shopify and Wordpress, with code WWS15
https://yoast.com
Inventory Planner: Shopify Inventory Management
Listeners can join a free 7-Day inventory bootcamp
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp
TaxCloud: Shopify Sales Tax Management
Listeners get free Migration onboarding, as a Winning With Shopify Listener
https://taxcloud.com/winning

Shopify dropshipping is something that every brand should be using to scale. Brands that aren't are missing sales.
Nick Trueman is outlining how brands he works with are using dropshipping to scale faster, without warehousing costs but, most importantly, harnessing Shopify's ability to provide a seamless customer experience.
Struggling with suppliers and stock issues? Struggle less with lean dropshipping on Shopify. In this episode, you'll learn:
- How brands are leveraging dropshipping for faster growth
- Learn how your Shopify brand could scale faster without stock headaches, and easily test new product ranges.
- Stop spending months, some times years, trying to get hold of the right stock
Timestamps:
0:00 Why Every Shopify Dropshipping Is For Every Brand
1:04 Reason #1: Sister Products & Filling Seasonal Gaps With Dropshipping
3:02 Reason #2: Test New Shopify Products Without Spending a Penny
4:25 Reason #3: Avoid Stocking Bulky & Big Ticket Items
5:40 Reason #4: Partner Brand Collaborations via Dropshipping
7:35 How Big Brands Are Already Using Shopify Dropshipping
9:01 The Smart Way to Consolidate Drop Ship Orders Into One Package
11:19 How to Build a Seamless Customer Experience With Multiple Suppliers
16:31 Outro
Winning With Shopify is the podcast for Shopify store owners who want to grow revenue, increase conversions, and scale their ecommerce brand. New episodes every Tuesday and Friday.
This Shopify Podcast is bought to you by Spec Digital, a PPC & SEO Agency based in the UK, servicing brands all over the world.
Seguno: Shopify Email Marketing
Listeners get a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast
Yoast: Shopify SEO.
Listeners get 15% off Shopify and Wordpress, with code WWS15
https://yoast.com
Inventory Planner: Shopify Inventory Management
Listeners can join a free 7-Day inventory bootcamp
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp
TaxCloud: Shopify Sales Tax Managment.
Listeners get free Migration onboarding, as a Winning With Shopify Listener
https://taxcloud.com/winning

Optimise your Shopify checkout with a better discount code strategy, based on data from 182m Shopify codes.

This week, Nick speaks to Cara Marin from Seguno who's helped create a report that analysed over 182m discount codes.

Cara is part of Seguno, an email platform for Shopify brands who also have a Bulk Discount Code Shopify app.

Check out the app here: https://www.seguno.com/bulk-discount-code-bot

In this episode, you'll learn:
- Learn how to maximise revenue, like other brands, with your Shopify discount code strategy
- Understand how brands use codes in your specific segments
- Stop having generic codes shared all over the internet, decreasing your margins and stopping orders from happening

0:00 - Intro
2:25 - Relationship-Based Discounts on Shopify vs Seasonal Discounts
5:05 - Finding the Sweet Spot
7:12 - What's the Right Shopify Discount Percentage?
11:06 - Unique Discount Codes on Shopify & Why Do They Matter?
13:14 - How to Boost Shopify AOV by 260% With One Simple Code Tweak
19:47 - Only 4% of Shopify Brands Are Segmenting Discounts
25:25 - Percentage Off vs Amount Off
30:16 - Outro

The Winning With Shopify podcast is the podcast for Shopify store owners who want to grow revenue, increase conversions, and scale their ecommerce brand. New episodes every Tuesday and Friday.

This Shopify Podcast is bought to you by Spec Digital, a PPC & SEO Agency based in the United Kingdom.

Seguno: Shopify Email Marketing
Listeners get a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast

Yoast: Shopify SEO.
Listeners get 15% off Shopify and Wordpress, with code WWS15
https://yoast.com

Inventory Planner: Shopify Inventory Management
Listeners can join a free 7-Day inventory bootcamp
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp

TaxCloud: Shopify Sales Tax Managment.
Listeners get free Migration onboarding, as a Winning With Shopify Listener
https://taxcloud.com/winning

Shopify SEO is always changing, from technical to AI. Tune in to hear the latest and greatest Shopify SEO advice.
This week, Nick uncovers the latest updates to Shopify SEO and what you need to do, to keep your online store / DTC brand growing on SEO.
Nick's been working in SEO since 2007, servicing thousands of brands and remaining at the heart of SEO developments. His PPC & SEO agency, Spec Digital, helps Shopify Stores harness the power of Shopify SEO to grow organic revenue. In this episode, you'll learn:
- Things you need to change today to maximise Shopify SEO
- The latest Shopify SEO strategies to boost revenue for your store
- Shopify apps than can support your Shopify store's SEO growth
0:00 Intro
1:27 - #1: Why You Need a Shopify SEO LLMs.txt File Now
3:24 - #2: Optimizing for SEO Keywords AND SEO FAQs
5:57 - How FAQs & SEO Shopify Blog Content Get You Cited by ChatGPT
7:32 - #3: Building New Shopify Pages — The Biggest Missed SEO Opportunity For Your Store
8:42 - Ingredient/Feature Page Examples: The Health Supplements That Crush Shopify SEO
10:23 - Benefits, Use Cases & Results Pages For Boosting SEO
13:23 - #4: Why Most Brands Get Reviews Completely Wrong For Shopify SEO
16:12 - Outro
The Winning With Shopify Podcast is the podcast for Shopify store owners who want to grow revenue, increase conversions, and scale their ecommerce brand. New episodes every Tuesday and Friday.

This Shopify Podcast is bought to you by Spec Digital, a PPC & SEO Agency based in the United Kingdom.

Seguno: Shopify Email Marketing
Listeners get a free customer analysis and strategy session with an email expert.
https://www.seguno.com/winning-with-shopify-podcast

Yoast: Shopify SEO.
Listeners get 15% off Shopify and Wordpress, with code WWS15
https://yoast.com

Inventory Planner: Shopify Inventory Management
Listeners can join a free 7-Day inventory bootcamp
https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp

TaxCloud: Shopify Sales Tax Management.
Listeners get free Migration onboarding, as a Winning With Shopify Listener
https://taxcloud.com/winning