10 Shopify Mistakes Killing Your Sales The Unofficial Shopify podcast

31:00

Lady Gaga has a new Shopify site. But this isn’t just a merch store. It’s a stage, a story, a digital home —built to evolve as fast as she does. Her team needed something different. A site that could change overnight and feel as immersive as her albums. So they went headless, partnering with Commerce-UI , a Shopify agency known for pushing boundaries. In this episode, Shopify Partner Michal Klim takes us inside the build: How Hydrogen and Oxygen power a site that never stands still. Why merch sales weren’t the top priority—and what was. Why a “conversion-first” mindset wouldn’t work here—and what did. It’s a story about what happens when a global superstar takes Shopify beyond ecommerce best practices. 🎧 Listen now on The Unofficial Shopify Podcast. The Unofficial Shopify Podcast is made by possible by our sponsors: Zipify – Build high-converting sales funnels Cleverific – Smart order editing for Shopify Address Validator – Reduce delivery address errors & costs Special thanks to our friends at Shopify and to our listeners. Show Links Lady Gaga’s Shopify Store – See the site in action Abracadabra! Building Lady Gaga's magical storefront experience on Hydrogen - Shopify Newsroom article Commerce-UI – The agency behind Lady Gaga’s Shopify site Shopify Hydrogen – Build headless commerce experiences Shopify Oxygen – Deploy Hydrogen storefronts on Shopify’s infrastructure Sanity CMS – Headless CMS used for editorial content Work with Kurt Want to optimize your Shopify store and grow your business? I help Shopify merchants like you increase conversions, streamline operations, and build standout online experiences . Apply to work with me: Ethercycle See how I’ve helped other brands: Recent Client Successes Get my best Shopify insights: Join My Newsletter Let’s make your Shopify store better, faster, and more profitable .…

The Unofficial Shopify Podcast

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The Store That Won March Madness 46:35

12 days ago46:35

46:35

Megan Smalley didn’t plan to build a powerhouse ecommerce brand. Scarlet & Gold started as a creative side project—until she got laid off. Fast forward 12 years, and Scarlet & Gold is one of the only women-owned businesses licensed for NIL (Name, Image, and Likeness) merch on Shopify. This March, their Shopify sales are up 74.2% year-over-year —with over 53.6% of those sales tied to March Madness merchandise . And here’s the kicker: 69.5% of their basketball sales come from just two NIL deals . So how did she do it? What makes NIL merch so powerful? And what’s it really like running an ecommerce business that lives and dies by game-day hype? That’s what we’re talking about today. 👉 Read more from Shopify’s newsroom: shopify.com/news/march-madness-entrepreneurs Links & Resources 🔗 Check out Scarlet & Gold → scarletandgoldshop.com 🔗 Need custom merch? → scarletandgoldcustom.com 📌 Sponsors: Zipify – Build high-converting sales funnels Cleverific – Smart order editing for Shopify Address Validator – Reduce delivery errors & costs 🎧 Enjoyed this episode? Subscribe & leave a review on Apple Podcasts, Spotify, or YouTube . 💡 Want to grow your Shopify store? Work with Kurt: Apply for a strategy session → ethercycle.com/apply See what we’ve built → ethercycle.com/work Get my best Shopify insights → kurtelster.com 👥 Join Our Private Facebook Group: Connect with other Shopify entrepreneurs → facebook.com/groups/UnofficialShopifyPodcast This is a story about ecommerce, sports, and the weird world of NIL merch. It’s about how one Shopify store turned athlete partnerships into real growth. And it’s about what happens when you take a risk—and it actually works.…

The Unofficial Shopify Podcast

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10 Shopify Mistakes Killing Your Sales 53:14

19 days ago53:14

53:14

Are you making one of these Shopify mistakes? If so, you’re losing sales. In this episode, The Unofficial Shopify Podcast host Kurt Elster teams up with Bold Commerce co-founder Jay Myers to reveal the top 10 mistakes that Shopify merchants make—some of which even big brands get wrong. From neglected checkouts to bloated main menus, they share simple, actionable fixes that can boost conversions and keep customers coming back. What You’ll Learn: The #1 checkout mistake that kills trust (and how to fix it in 60 seconds) Why most subscription models fail—and the secret to making them work The overlooked product page changes that increase add-to-cart rates Why your main menu is confusing customers (and how to fix it) How to stop relying on paid ads and build a business that lasts Links & Resources: Bold Commerce – Shopify apps for subscriptions, upsells, and more Subscription Death Curve – Jay Myers' SubSummit Keynote Shopify Markets – Sell globally from a single store Shopify Checkout Customization – How to brand your checkout Klaviyo – Email & SMS marketing for e-commerce Master & Dynamic – Premium headphones with long-form product pages Timbuk2 – Example of great product pages for bags Tactical Baby Gear – Niche brand with strong storytelling Clubhouse – Audio platform that rose to pandemic fame “Jobs to Be Done” (JTBD) – Product innovation concept by Clayton Christensen Seth Godin’s Blog – Marketing insights from Seth Godin Connect with Kurt: 💬 Twitter: @kurtinc 📩 Newsletter: kurtelster.com 🚀 Work with Kurt: ethercycle.com/apply Sponsors: 📈 Zipify – Build high-converting sales funnels 🔥 Cleverific – Smart order editing for Shopify 📬 Viralsweep – Create sweepstakes, contests, and giveaways. 🎧 Enjoyed this episode? Leave a review on iTunes—it helps more Shopify merchants find the show!…

The Unofficial Shopify Podcast

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Fart-Proof Underwear? This Shopify Brand Says Yes 37:14

26 days ago37:14

37:14

Imagine a world where your worst gas-related fears simply… disappear. No awkward moments, no subtle side-eye glances. Just peace, dignity, and activated carbon filters. That’s the world Collin White and his father set out to create when they launched Tootles , a Shopify store selling flatulence-filtering underwear. At first, people laughed. But then, they listened. Because for people with digestive issues, this isn’t a joke—it’s a solution. Today on The Unofficial Shopify Podcast , Collin joins Kurt to talk about building a business in a deeply niche market, convincing manufacturers that fart-proof underwear is, in fact, a real thing, and finding customers who need his product (but don’t necessarily want to talk about it). In this episode: ✔️ How Collin and his dad took Tootles from idea to reality ✔️ The science behind fart filtration (yes, it works) ✔️ Marketing a taboo product without making it a joke ✔️ How Tootles increases AOV with clever bundling ✔️ Why subscriptions aren’t always the answer for consumable products Farts are funny. Business is serious. And somewhere in the middle, there’s a Shopify success story worth listening to. Links & Resources 🔗 Tootles Website: WearTootles.com 🔗 Kurt’s Shopify Agency: Ethercycle.com 🔗 Judge.me (Review App Used by Tootles): Judge.me Sponsors 🔗 Cleverific: cleverific.com/unofficial 🔗 Zipify: zipify.com/KURT 🔗 ViralSweep: apps.shopify.com/viralsweep…

The Unofficial Shopify Podcast

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Obvi’s Ron Shah on Fails, Exits & Lessons Learned 49:41

5 weeks ago49:41

49:41

"You start with ‘there’s no way this is me.’ Then you question everything. Then, eventually, you realize—this really could be me." Ron Shah built Obvi into a $100M+ powerhouse, with $40M in top-line revenue in 2024. But not every business he touched turned to gold. Today, Ron gets brutally honest about two brands he started—Coffee Over Cardio and Paw Rangers—that didn’t go as planned. This isn’t your typical success story. Ron shares: Why success in one business doesn’t guarantee success in another The emotional toll of failure and the ego traps that cost him money How to know when to walk away, pivot, or double down What he’d do differently if he launched these brands today Most founders only share their wins. Ron is sharing his losses. And why, in hindsight, they might be even more valuable. Resources & Links Follow Ron on Twitter: @obviceo Check out Obvi: myobvi.com Listen to Ron’s podcast, Chew On This : Listen here coffeeovercardio pawrangers.com Sponsors Cleverific: https://cleverific.com/unofficial Zipify: http://zipify.com/KURT Address Validator: https://www.addressvalidator.com/ Work With Kurt Grow your Shopify store with me: ethercycle.com/apply Join my newsletter for Shopify insights: kurtelster.com 📩 Enjoyed the episode? Leave a review and let us know what you think!…

The Unofficial Shopify Podcast

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How a Twitter Account Became a Thriving Shopify Brand 47:26

6 weeks ago47:26

47:26

“Rainier Watch started as me shouting into the void about whether the mountain was out. Now, it’s a brand in REI. Didn’t see that coming.” David Lindahl started Rainier Watch as a simple Twitter account—just a guy posting updates on whether Mount Rainier was visible that day. No business plan, no grand vision. Just a love for the mountain. But then people started following. They started asking for stickers. And suddenly, David found himself running an e-commerce brand. What began as a hobby turned into a business selling apparel, getting into retail stores like REI, and building a loyal community of outdoor enthusiasts. This week, we follow David’s journey—from side project to full-time business. How he scaled his Shopify store, navigated wholesale partnerships, and made every mistake possible before finally getting it right. Along the way, we look at what happens when an entrepreneur outgrows their own operation, the challenges of building a brand rooted in a specific place, and what it really takes to turn a passion into a sustainable business. Links 🛍 Shop Rainier Watch: https://shop.rainierwatch.com/ Sponsors 💡 Cleverific – Smart order editing for Shopify: https://cleverific.com/unofficial 🚀 Zipify – Optimize your Shopify store with Zipify: http://zipify.com/KURT 📍 Address Validator – Prevent shipping mistakes before they happen: https://www.addressvalidator.com/ Work with Kurt 🔹 Grow your Shopify store with me: https://ethercycle.com/apply 📈 See our recent client successes: https://ethercycle.com/work…

The Unofficial Shopify Podcast

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Reinventing Oral Care: The Slate Flosser Story 42:38

7 weeks ago42:38

42:38

In this episode of The Unofficial Shopify Podcast , Brynn Snyder, co-founder of Slate Flosser, shares how she and her dentist husband tackled one of the most overlooked aspects of health—flossing. Together, they reimagined oral care with a product that could prevent gum disease, heart issues, and more. But flossing is just the beginning. This episode dives into their journey through a $194K Kickstarter campaign, battling knockoffs on Amazon, and scaling a Shopify store with sustainability and innovation at its core. Brynn reveals the challenges and triumphs of creating a physical product, why subscription models are key to recurring revenue, and how staying passionate can make or break your business. Flossing might not seem revolutionary—until you hear this story. Show Links Slate Flosser Kickstarter Campaign Slate Flosser on Amazon Sponsors Cleverific: https://cleverific.com/unofficial Zipify: http://zipify.com/KURT Address Validator: https://www.addressvalidator.com/ Work with Kurt Grow your Shopify store with me: https://ethercycle.com/apply See our recent client successes: https://ethercycle.com/work…

The Unofficial Shopify Podcast

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Building Frizz + Co: Haircare, Shopify, and Community 46:52

8 weeks ago46:52

46:52

Building Frizz + Co: Haircare, Shopify, and Community Daphné Eastmond ditched the CPA grind to create Frizz + Co, a brand that says screw the stigma and celebrates textured hair. From her raw startup struggles to her bold in-person events, Daphne shares how she’s making haircare personal—and real. What You’ll Learn in This Episode: Why Daphne left accounting to launch Frizz + Co. How her personal hair struggles inspired a hero product. The scrappy marketing tactics that worked (and the ones that didn’t). How in-person events became her secret growth weapon. Lessons from bootstrapping, product seeding, and building a Shopify brand. Links Mentioned: Frizz + Co: https://frizzhair.co Connect with Daphne: Instagram @frizz.co Sponsors: Zipify: http://zipify.com/KURT Cleverific: https://cleverific.com/unofficial Boost Filter & Search: https://apps.shopify.com/product-filter-search CTA: Subscribe for more Shopify insights and stories like this! [Insert subscription link]…

The Unofficial Shopify Podcast

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Why Shopify’s Planet App is Good for Business (and the Earth) 47:23

9 weeks ago47:23

47:23

“Why not try it? Planet is low-risk, easy to configure, and can have a meaningful impact on your brand and the planet.” Discover how Shopify Planet helps merchants make a positive environmental impact while boosting customer trust and conversions. David Vranicar, Shopify’s sustainability operations lead, explains how this innovative app enables carbon-neutral shipping with zero hassle. Learn how it works, why it benefits your business, and what it means for your customers. Show Links Shopify Planet: https://apps.shopify.com/planet Reach out to the Planet team: planet [at] shopify.com Sponsors: Zipify: http://zipify.com/KURT Cleverific: https://cleverific.com/unofficial Boost Filter & Search: https://apps.shopify.com/product-filter-search Work with Kurt: Grow your Shopify store with me: https://ethercycle.com/apply See our recent client successes: https://ethercycle.com/work Join my newsletter for Shopify insights: https://kurtelster.com/ 🎙️ The Unofficial Shopify Podcast – Your go-to resource for actionable ecommerce insights.…

The Unofficial Shopify Podcast

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Montana Knife Company: American-Made Knife Empire 49:57

10 weeks ago49:57

49:57

What if your side hustle turned into an 8-figure brand selling out every week? Also on YouTube: https://youtu.be/DxGxZ20rfQI Montana Knife Company’s Brandon Horoho shares the journey from launching during COVID to building a global brand rooted in American manufacturing. Discover how MKC redefined success with transparency, customer engagement, and relentless marketing. Episode Highlights: Why MKC chose Shopify as their platform and how it drives their success. The secrets behind MKC’s 120+ consecutive weekly product sellouts. How owning your email list can outshine ad spend. Building a thriving direct-to-consumer brand in a competitive market. The challenges and rewards of investing in local manufacturing. What’s next for MKC: Pocket knives and a 50,000 sq. ft. facility. About Brandon Horoho: Brandon Horoho is the co-founder and CMO of Montana Knife Company, an American-made knife brand that has taken the DTC world by storm. With weekly product drops and an obsessive focus on quality, MKC has grown from a garage startup to an 8-figure powerhouse in just four years. Show Links Montana Knife Company: https://montanaknifecompany.com Follow MKC on Instagram: https://www.instagram.com/montanaknifecompany Work with Kurt: https://ethercycle.com/ Sponsors: Cleverific: https://cleverific.com/unofficial Zipify: http://zipify.com/KURT Address Validator: https://www.addressvalidator.com/ Work with Kurt: Grow your Shopify store with me: https://ethercycle.com/apply See our recent client successes: https://ethercycle.com/work…

The Unofficial Shopify Podcast

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Growing a Supps Brand to $70M in 2.5 Years 51:41

11 weeks ago51:41

51:41

Devyn Merklin, former CMO of Livingood Daily, shares the raw truth behind scaling a supplement brand to $70M in annual revenue. From relentless testing to mastering Shopify funnels, Devyn provides a thoughtful analysis of the strategies that worked, the mistakes that taught valuable lessons, and how brands can apply these insights to their own growth journeys. Links People Devyn Merklin Dr. Blake Livingood Ezra Firestone Randall Pitch Russell Brunson Brands Hoonigan Livingood Daily Offset Smart Marketer Apps Printful ViralSweep Tools Kajabi ClickFunnels Services Flippa Empire Flippers BuyBizSell The XScale Sponsors Zipify Cleverific Boost Filter & Search Help the show Ask a question in The Unofficial Shopify Podcast Facebook Group Leave a review Subscribe wherever you get your podcasts What's Kurt up to? See our recent work at Ethercycle Subscribe to our YouTube Channel Apply to work with Kurt to grow your store. Never miss an episode Subscribe wherever you get your podcasts Join Kurt's newsletter…

The Unofficial Shopify Podcast

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Avoiding CRO myths 45:19

12 weeks ago45:19

45:19

“Look, if you redesign your grocery store and I can’t find the chicken or checkout clerk I like, I’m shopping somewhere else.” How do you turn clicks into customers without falling for CRO myths? Oliver Kenyon, CEO of ConversionWise, exposes the lazy habits holding Shopify stores back and shares proven strategies to boost sales. It’s all about clarity, problem-solving, and delivering customer value—no gimmicks, just real results. This episode is packed with actionable insights to transform your Shopify store into a revenue machine. Links Oliver Kenyon Oliver's ConversionWise Kurt Elster (Host) Sponsors Zipify Cleverific Boost Filter & Search Help the show Ask a question in The Unofficial Shopify Podcast Facebook Group Leave a review Subscribe wherever you get your podcasts What's Kurt up to? See our recent work at Ethercycle Subscribe to our YouTube Channel Apply to work with Kurt to grow your store. Never miss an episode Subscribe wherever you get your podcasts Join Kurt's newsletter…

The Unofficial Shopify Podcast

1
How This Athlete Built a $10M Sock Brand 43:22

13 weeks ago43:22

43:22

"I wanted to create a product that could be the yoga pant for the foot." Rob Fraser, former pro cyclist and the founder of Outway, believes socks should do more than cover your feet. Drawing from his background in sport, Fraser has crafted a brand that blends durability with everyday style. In this episode, he shares the unlikely story of how a thousand-dollar loan sparked a $10 million business, tapping into the potential of a $50 billion market. What follows is a lesson in resilience, as Fraser discusses growth, innovation, and the quest to make socks worthy of serious consumer loyalty. Links: Rob Fraser – Founder of Outway, former pro cyclist and Canadian national team member Outway – Rob Fraser's sock brand Shopify – Platform Outway uses for their e-commerce site Shopify Bundles App – Used by Outway for product bundling Sponsors Zipify Cleverific Omnisend Help the show Ask a question in The Unofficial Shopify Podcast Facebook Group Leave a review Subscribe wherever you get your podcasts What's Kurt up to? See our recent work at Ethercycle Subscribe to our YouTube Channel Apply to work with Kurt to grow your store. Never miss an episode Subscribe wherever you get your podcasts Join Kurt's newsletter…

The Unofficial Shopify Podcast

1
Why Mizzen+Main’s $100M Founder Left to Build a Baby Monitor 49:56

14 weeks ago49:56

49:56

Kevin Lavelle’s got a knack for big ideas and starting fresh. First, he took on menswear with Mizzen+Main, bringing performance fabric to dress shirts and making them a hit with pro athletes and office rebels alike. Now he’s back with something new—a baby monitor. Yep, from dress shirts to baby tech. In this episode, he breaks down the whole journey: the wild beginnings, early mistakes, and how he built a brand from scratch, twice. It’s a sharp take on the wins, the losses, and why some ideas just stick around until you finally make them happen. Episode Highlights: How Kevin’s “aha” moment led to Mizzen+Main’s success. The surprising lessons from scaling a DTC menswear brand. Transitioning from clothing to tech: Why Kevin started Harbor. Kevin’s experience with early product mistakes and customer trust. The power of influencer partnerships and wholesale growth. How a Tim Ferriss podcast ad skyrocketed Mizzen+Main’s sales. What it takes to launch a product parents trust with their kids. Mentioned in This Episode Brands & Businesses Mizzen+Main Harbor Shopify Sage 50 Peachtree Epicor ERP Hawk Search Faire People Mentioned Tim Ferriss JJ Watt Phil Mickelson Damon John Simon Sinek Sponsors Zipify Cleverific Omnisend Help the Show Ask a question in The Unofficial Shopify Podcast Facebook Group Support the show by leaving a review and subscribing What’s Kurt Up To? See our recent work at Ethercycle Subscribe to our YouTube Channel Apply to work with Kurt to grow your store Never Miss an Episode Subscribe wherever you get your podcasts Join Kurt's newsletter…

The Unofficial Shopify Podcast

1
Turning Scratched Lenses into 8 Figures 43:18

15 weeks ago43:18