👀 Shopify Editions Drops Monday

The TL;DR:

• Let’s Chat D2C: What You Need to Know about iOS17

• What I’m Thinking about this Week: Shopify Editions, What I Hope is Coming, including Split Cart.

• The D2Z Podcast: In this week's episode, I sat down with Cody Griffin, former VP of Marketing at Dr Squatch and Head of Revenue at Repeat.

• App Updates: Rebuy A/B Testing, Gorgias CX Performance Tips, Klaviyo Product Reviews & New Product Blocks, and PostPilot Webhooks.

• Upcoming Events: Join me on my monthly live AMA on Thursday, July 27. Also, I’m hosting a Private Dodger Stadium Suite with Recharge on August 2 in LA. After a successful and fun first go at this, we’re back with another! There is minimal space for merchants, so RSVP ASAP if you’d like to attend, but no guarantees!

  
  Spotlight of the Week:Gorgias’ Automation Add-On. The holidays are peak season not only for sales but also for customer service inquiries. Get up and running withGorgias’ automation add-onbefore Q4 and automate up to 30% of your customer interactions across your chat widget, help center, email support, and contact form.

Let’s Chat D2C - What You Need to Know about iOS17 

After iOS 14.5, every company has been anxiously watching each new release from Apple. Not only did they follow up with the loss of reliable open rate data in iOS15, but iOS17 has some link tracking changes that will cause some issues–maybe.

The Removal of UTM Parameters

A few consumer-facing updates, like live voicemail, are coming as a part of iOS17, but for marketers, the only impact is on link tracking. Apple will remove UTM parameters from URLs when users browse in private mode on Safari or when sent via Message or Mail.

Potential User Base

Only a third of US consumers use Safari, and just 20% of those use private browsing, so the impact isn’t likely to be significant.

The Impact on Email & SMS

You’ve probably noticed that the link automatically shortens when you insert a link into an SMS campaign in Attentive, Klaviyo, Postscript, etc., and the UTMs get added during the redirect. Most email & SMS marketing platforms handle everything server-side, so you’ll still be able to see clicks to your website.

What I’m Thinking About This Week: Shopify Editions, What I Hope is Coming, Including Split Cart

Split Cart

Many use cases on the Shopify platform require split cart, but the #1 reason this will come sooner rather than later is the Shop App's current limitations. Also, this is a must-have if they want to rival Amazon’s marketplace.

When shopping on Amazon, you could order 12 different items from 8 vendors, but you only transact once. Amazon handles the payment and fulfillment split seamlessly, whether FBA or not. Currently, on the Shop App, I must transact four separate times if I create a cart with items from four different Shopify stores and want to complete my purchase. That means three additional checkouts and an experience filled with friction.

Shared Cart

As we run into more SFCC storefronts, a common theme is a shared cart and checkout for multiple domains. For example, Duckhorn Vineyards has a portfolio of brands that can all be accessed from their unique domains (i.e., duckhorn.com, decoywines.com, etc.). Still, I can add products from each website into one checkout experience. There’s currently a hacky way to do this with Shopify, but it’s not an ideal merchant or customer experience and is a significant roadblock for merchants like this considering an SFCC to Shopify Plus migration.

A/B Testing

This would make my life easier, and it could be an easy addition to the Shopify Admin.

Shopify Sidekick

If Sidekick could create custom storefronts based on a series of inputs from the user, it would streamline the design and development process significantly.

This Week’s The D2Z Podcast

#67 – Marketing a Lifestyle and Shaping the Future of Ecommerce

🎧 Listen Now 🎧

In this week’s episode, I sat down with Cody Griffin, Former VP of Marketing at Dr. Squatch and Head of Revenue at Repeat, an ecommerce platform to boost repurchase rates. Specifically, we explored the following:

💰 Transforming one-time buyers into lifetime customers

📲 The saturation of the Shopify ecosystem

😎 Marketing a lifestyle with Dr. Squatch

🚀 Streamlining post-purchase flows to increase repurchase rates 

App Highlight - Rebuy A/B Testing, Gorgias CX Performance Tips, Klaviyo Product Reviews & New Product Blocks, Shop Videos, and PostPilot Webhooks. 

Rebuy A/B Testing

You can now A/B test every widget you create on the Rebuy platform for your Shopify storefront.

Gorgias CX Performance Tips

While a concept introduced previously (other platforms like Klaviyo already have this feature), you can now analyze your CX performance against similar companies.

Klaviyo Product Reviews

You can now collect and display product reviews in marketing messages with Klaviyo. It will be interesting to see how they use this as a pricing lever in their negotiations with brands, where they potentially throw in reviews for free to get a deal across. Also, this directly steps on some of their closest partners, including Okendo, so as is the norm in 2023, tech platforms in the Shopify ecosystem continue to encroach on one another. 

Klaviyo New Product Blocks

You can easily show the sale price for an item in your recommendation feed with one click, rendering the original price in strikethrough format alongside the current sale price.

Shop Videos Powered by Tolstoy

Tolstoy and Shopify launched an official partnership last week, making it easy for brands to add shoppable videos to their Shop store for free! 

PostPilot Webhooks

Add postcards directly to your Klaviyo flows with PostPilot Webhooks, including win-backs, back-in-stock notifications, abandoned carts, and more.

Upcoming Events

Private Dodger Stadium Suite with Recharge on August 2 in LA. After a very successful and fun first go at this, we’re back with another! There is extremely limited space for merchants, so RSVP ASAP if you’d like to attend, but no guarantees! 

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