Welcome to The Ecom Edge!

Hey there,

If you run a Shopify brand doing $3M-$75M+ in revenue, this newsletter is for you. Every week, I’ll be sharing advanced CRO strategies, personalization tactics, and website optimization insights to help you increase conversions, grow your AOV, and maximize revenue.

👋🏻 I'm Marc. I've been in sales and marketing for nearly 15 years, including my time as an ecommerce director at a $70M global Shopify brand. I've been in the trenches. I've run tests and launches that led to over $2 million in revenue lifts, optimized customer journeys, and scaled high-converting product pages. I've tested what works (and what doesn't). I want to share actionable insights with you!

Now, I lead growth at Because, where we help brands personalize their Shopify site experiences dynamically—without code or dev work. If this email landed in your inbox, chances are you’ve crossed paths with me via a webinar, hopped on a demo, or grabbed one of our conversion guides.

Why This Newsletter?
Because growing an ecommerce brand is tough, and you don’t need more noise —you need practical, tangible strategies you can use today.

Each issue, you’ll get:

• ✅ The latest CRO & personalization tactics that work NOW.

• ✅ eCommerce industry trends & news you need to know.

• ✅ Must-know tools & Shopify tech recommendations.

I’m pumped to have you here. Now, let’s dive in. Welcome to the first-ever issue of The Ecom Edge! 🎉

Why Marketing Feels Harder
(And What to Do About It)

Let’s be real, ecommerce feels harder than ever. Some days, your OKRs feel like Mount Everest, and your oxygen tank is running on empty. You’re expected to scale revenue, optimize conversion rates, grow AOV, and keep customers engaged, all while Google changes its algorithm (again) and ad costs skyrocket.

I see you. I know the weight you’re carrying. You’re not just running campaigns, you’re managing expectations, making high-stakes decisions, and trying to find the next big lever that actually moves the needle.

And the truth? It’s exhausting.

🔥 But here’s the good news: You don’t have to do this alone.

Just like Will Guidara teaches in Unreasonable Hospitality, the brands that truly stand out aren’t necessarily the ones with the biggest budgets or the fanciest tech stacks. The ones that win are the ones that go all in on creating an unforgettable experience. The brands that listen, adapt, and serve their customers with unreasonable care.

The secret to unlocking growth? It’s not just about spending more or working harder.

Instead of chasing more traffic, more ads, more emails, the smartest brands are doubling down on:

• ✅ Optimizing every touchpoint to make the buying process effortless.

• ✅ Using customer data to personalize experiences and build deeper connections.

• ✅ Testing everything instead of making assumptions about what works.

At the end of the day, ecommerce isn’t just about selling products. It’s about serving people. The brands that lean into that philosophy? They’re the ones that thrive.

🔎 The Next Step? Let’s get into a few quick wins you can test today.👇

The CRO Trick That’s Driving 12-18%
More Conversions Right Now

Ever been on the fence about buying something online? You’re not alone—most shoppers hesitate before clicking “Add to Cart” because they’re not 100% convinced yet.

Maybe they’re wondering…

• ❓ Can I trust this brand?

• ❓ Will this product actually work for me?

• ❓ Is it worth the price? 

And if those questions go unanswered—guess what happens? They leave.

That’s why the smartest eCommerce brands don’t just show reviews—they use them as a tool to actively guide customers toward a confident purchase.

🔥 The Fix? Stop Hiding Your Reviews Below the Fold.

Most Shopify product pages show a 5-star rating and a review count near the product title—then make customers scroll down (and dig through generic reviews) to find out if the product is actually good.

And let’s be honest—when they finally get to the reviews, what do they usually see?

📝 Travis - ⭐⭐⭐⭐⭐ “Got it. Haven’t used it yet.”

Thanks, Travis. Super helpful. 🤦‍♂️

Or maybe:

📝 Jessica - ⭐⭐⭐⭐⭐ “Perfect.”

Perfect… what? Are we talking about a blanket, a power drill, or the meaning of life here, Jessica?

How to Fix It: Use Reviews That Actually Answer Customer Concerns

Instead of relying on “⭐⭐⭐⭐⭐ 4.8 (245 Reviews)”, test adding a meaningful review snippet directly under the star rating.

💡 Make it specific. Make it meaningful.

If customers are new to your brand, highlight a review about your trustworthiness.

• “I was hesitant to buy from a new brand, but WOW. Fast shipping, great quality, and amazing support!” – Jessica M.

If customers are worried about fit, function, or results, show a review that confirms it works for them.

• “I’ve tried 10+ versions of this product, and this one is by far the best. It actually does what it says!” – Andrew T.

If customers are price-sensitive, highlight a review that reinforces value.

•  “Honestly, I was worried about the price, but it’s worth every penny. I’ve already bought another!” – Rachel L.

🔎 Why It Works:

• ✅ Removes doubt – Customers don’t have to hunt for social proof. The best reviews meet them where they are.

  ✅ Speaks directly to hesitation points – The right review can replace uncertainty with confidence.

  ✅ Boosts conversions naturally – It’s not just “proof,” it’s a conversation that makes buyers feel understood.

The #1 Cart Drop-Off Killer (That’s Easy to Fix)

You’ve been there. You’re excited, your cart is full, you’re picturing how awesome life will be once this package arrives…

Then you get to checkout and

💥 BAM. Unexpected shipping fees.

Suddenly, that “this is a great deal!” feeling turns into “wait, do I really need this?” And just like that, you abandon your cart, promising yourself you’ll “think about it”—which we all know is code for “never coming back.”

📉 The Data Doesn’t Lie

• 🛑 48% of shoppers abandon their cart because of unexpected costs

• 📈 Free shipping can boost conversion rates by 20-30%.

🤯 But here’s the real kicker: It’s not just about free shipping—it’s about clarity.

Customers don’t hate paying for shipping. They hate being surprised by it.

The Fix? Upfront, Transparent Shipping Messages

Most brands wait until checkout to reveal shipping costs. By that point, it’s too late—the psychological damage is done.

Make it visual. Highlight shipping info in a banner, near the price, or right above the Add to Cart button.


🔎 Why It Works:

• ✅ Removes last-minute surprises – Customers know exactly what to expect.

• ✅ Increases AOV – A threshold-based incentive nudges them to add more.

• ✅ Beats discount popups – Free shipping feels like a deal without cutting into margins.

What’s Trending:
The Rise of Live Social Selling on Whatnot & TikTok

If you’ve been paying attention to eCommerce trends, you’ve probably noticed a massive shift happening—social selling is taking over.

More than ever, brands are moving beyond traditional storefronts and ads to meet customers where they already are: live-streaming platforms like Whatnot and TikTok Live.

Why? Because live shopping isn’t just a trend—it’s a game changer. It combines the power of video, community, and real-time engagement to turn casual viewers into loyal customers. And for Shopify DTC brands, this presents a huge opportunity to grow, sell, and scale in a way that feels personal and interactive.

👀 What Is Whatnot & How Are Brands Using It?

Whatnot started as a platform for collectibles, but it has exploded into over 140 product categories, from streetwear to home goods to beauty. It’s essentially a mix of live shopping + social auctioning, allowing brands and creators to sell products in real-time while interacting directly with buyers.

➡️ How Shopify Brands Are Winning on Whatnot:

✅ Live Selling for Instant Sales – No more waiting for customers to browse; brands are hosting live sales, showcasing products in action, and selling instantly.

✅ Building Community & Brand Loyalty – Live interactions make shopping more personal and less transactional. Shoppers don’t just buy—they engage, ask questions, and feel connected to the brand.

✅ Selling Out Limited-Edition Drops – Brands are using Whatnot to create exclusive product drops and flash sales, driving urgency and FOMO (fear of missing out).

✅ Leveraging Influencer Partnerships – Influencers are hosting live sales on behalf of brands, tapping into their engaged followings to drive immediate conversions.

💡 Example: A streetwear brand recently ran a live drop on Whatnot where customers had to bid in real-time to get exclusive hoodies. The result? A sellout event in under 10 minutes.

📱 TikTok Live: The Other Social Selling Powerhouse

While Whatnot is dominating in niche communities and collectibles, TikTok Live is bringing live shopping to the mainstream.

If you’ve scrolled through TikTok lately, you’ve probably seen brands (and influencers) selling everything from beauty products to kitchen gadgets to fashion essentials—all in a fast-paced, interactive livestream format.

➡️ How Shopify Brands Are Winning on TikTok Live:

✅ Live Demos & Tutorials – Beauty and skincare brands are using TikTok Live to show products in action, leading to instant purchases.

✅ Flash Sales & Urgency Tactics – Time-limited discounts, “only 10 left!” callouts, and special Live-Only bundles keep shoppers engaged and buying.

✅ TikTok Shop Integration – Shopify merchants can now sell directly inside TikTok with TikTok Shop, allowing viewers to checkout without ever leaving the app.

💡 Example: A small jewelry brand ran a 30-minute TikTok Live session, showcasing rings up close, answering questions, and offering an exclusive discount for live viewers. The result? A 300% increase in sales compared to their usual daily orders.


Why This Matters for Shopify DTC Brands

Social selling is no longer “just an experiment”—it’s the next evolution of eCommerce.

The brands that embrace live commerce early will have a major advantage in reaching new customers, building community, and driving more conversions.

Closing Thoughts + Your Next Step

If you’ve been feeling stuck in the ecommerce grind, just know this—you are not your conversion rate.

Some days, it might feel like everything is working against you—rising ad costs, fluctuating traffic, never-ending to-do lists. But here’s the truth: Growth isn’t about one massive breakthrough. It’s about small, smart tweaks that add up.

One better product page experience.

One clearer trust signal.

One frictionless checkout.

That’s how brands win. Step by step. Test by test.

📩 What’s Your Biggest eCommerce Challenge Right Now?

Reply to this email & tell us—we might feature your question in the next issue!