Overview

Launch a successful online store in moments with the help of the most popular ecommerce platform on the planet As the platform of choice for over 1 million businesses in over 175 countries, Shopify powers everything from small local stores to multi-million-dollar ecommerce operations. There’s no question you can make it work for you. But how can you get started? In Shopify For Dummies, ecommerce exec, adviser, and speaker Paul Waddy wastes no time showing you how to create and open a thriving online store. You can do it all, from marketing and customer engagement to payments and shipping. The book will help you: Manage and market your inventory, including how to create collections and upload multiple products and images with a single click Learn to market to the right people at the right time in the right way, through platforms like Facebook and Google Discover how to make the most of Shopify’s countless and powerful features, like email subscriber collection, tags, payment and currency options, shipping rules, and its in-depth analytics dashboard. Set shipping prices and rules, and create shipping accounts with Australia Post Perfect for anyone who’s ever dreamed of getting their own online store off the ground, Shopify For Dummies helps you unlock the full potential of the most popular ecommerce platform in the world today.

Full Product Details

Author:   Paul Waddy
Publisher:   John Wiley & Sons Australia Ltd
Imprint:   For Dummies
Dimensions:   Width: 18.50cm , Height: 2.50cm , Length: 23.10cm
Weight:   0.612kg
ISBN:  

9780730394457

ISBN 10:   073039445
Pages:   432
Publication Date:   05 September 2022
Audience:   Professional and scholarly ,  General/trade ,  Professional & Vocational ,  General
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

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 Chapter 13: From Here to There: Fulfilling Your Orders 267 Fulfill Your Own Orders 268 Fulfilling your orders manually 268 Fulfilling your orders automatically 275 Using a Fulfillment Service 276 Activating a custom fulfillment service 277 Deleting a custom fulfillment service 278 Using a fulfillment service with an app 279 Printing Shipping Labels and Customs Forms 280 Creating and printing shipping labels 281 Printing a customs declaration form 284 Printing packing slips 286 Using Local Pickup 287 Setting up local pickup 287 Managing local pickup locations 288 Customizing pickup notifications 289 Part 5: Attracting Attention: Sales and Marketing 291 Chapter 14: Pricing, Discounts and Promotions:Creating Eye-Catching Offers 293 Pricing Your Products 294 Preparing to Run Sales and Promotions 296 Setting Sale Prices for Products: The ‘Compare At’ Price 298 Delivering Discounts 301 Creating discount codes 302 Create a free shipping discount 311 Discounting Shortcuts 312 Promote a discount using a shareable link 312 Filter discounts 313 Edit a discount 314 Disable a discount 314 Re-enable a discount 315 Chapter 15: Getting Discovered: Finding New Customers 317 Introducing Digital Marketing 318 Building a Marketing Plan 318 Step 1: Define your unique value proposition 319 Step 2: Know your customer 320 Step 3: Choose a marketing strategy 320 Step 4: Consider how to measure the success of yourmarketing 321 Step 5: Create a marketing channel plan 323 Step 6: Review performance 323 Implementing Marketing Campaigns and Automations 324 Automating your marketing with Shopify 325 Creating your first automation: Abandoned Checkout Emails 325 Exploring other automations 328 Chapter 16: Advertising and Promoting Your Online Store 333 Getting Started with Facebook Marketing 334 Audience building ads in Shopify 337 Creating your first audience building ad 338 Creating dynamic retargeting ads 342 Trying Search Engine Marketing with Google Ads 343 The Google sales channel in Shopify 344 Create a Google Smart Shopping campaign 348 Track the performance of your Google Smart Shoppingmpaign 349 Making the Most of Search Engine Optimization 350 Using SEO keywords in your Shopify store 351 Keeping your online store SEO-friendly 356 Experimenting with Email Marketing 357 Email marketing using Shopify 358 Installing the Shopify Email app 359 Creating an email marketing campaign using Shopify Email 360 Chapter 17: Getting Social: Using Social Media to Grow Your Business 363 All About Socials: The Rise and Rise of Social Mediain Ecommerce 364 Meeting the Social Media Marketing Channels 365 Facebook 366 Instagram 368 TikTok 373 Pinterest 374 Snapchat 375 Linking Your Social Media Profiles 375 Tapping In to Influencer Marketing 376 Part 6: the Part of Tens 379 Chapter 18: Ten Helpful Apps for Your Shopify Store 381 Gorgias: Customer Service 382 Okendo: Product Reviews 382 Klaviyo: Email Marketing 383 Glew: Data and Business Intelligence 384 Oberlo: Dropshipping 384 PushOwl: Web Push Notifications 385 Back in Stock: Customer Alerts 386 Foursixty: Shoppable Instagram and User-Generated Content 386 ReferralCandy: Referrals 387 Plug in SEO: Search Engine Optimization 388 Chapter 19: Ten Ways to Improve the Customer and User Experience 389 Check Your Page Load Speed 390 Optimize Your Site for Mobile 391 Fix Broken Links 391 Include a Search Function 392 Use AB Testing as Your Business Grows 393 Give Little Unexpected Extras 393 Offer a Personalized Experience 394 Create Surveys to Help You Understand Your Customers 395 Get to Know How Your Customers Behave 396 Use Logistics as a Point of Difference 396 Chapter 20: Ten Ways to Prepare to Go Live 399 Pop Quiz: Are You Sure You’re Ready? 399 The Price Must Be Right! 401 Manage Your Expectations 402 You Can’t Be All Things to All People 403 There’s an App for That! 404 Believe the Hype (Phase) 404 Not Too Heavy, Not Too Light: Getting Ordering Just Right 405 Shopify Reports to Watch 405 Last-Minute Checks Before You Go Live 406 Ready, Set, Go: Time to Go Live! 408 Index 409

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Paul Waddy is an experienced ecommerce advisor with over 15 years of experience. Paul is the founder of Paul Waddy Advisory and www.learnecommerce.com.au, and the co-founder of Ecom Nation. Paul’s expertise is in helping online retailers scale profitably.

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