Episode 215: Selling on Shopify? The 3 Metrics That Make or Break Your Store
In this episode of the Small Business PR Podcast, Gloria sits down with Kurt Elster — e-commerce expert, long-time Shopify insider, and host of The Unofficial Shopify Podcast — to break down exactly what founders need to know if they want to hit their first $100K on Shopify.
Kurt has helped brands scale from five to eight figures, and today, he’s pulling back the curtain on the real mistakes most founders make… and the simple fixes that can transform your store’s conversions, customer loyalty, and long-term revenue.
If you're an e-commerce founder struggling to grow, this episode is your shortcut.
The THREE Most Common Mistakes Keeping Founders From Their First $100K
Kurt has seen every Shopify setup imaginable — and the same roadblocks show up again and again. In this episode, he unpacks:
Obsessing over themes instead of messaging
New founders sink hours into choosing the “perfect” theme — but Kurt shares why:
Any theme in the Shopify Theme Store works for any niche
Dawn (Shopify’s FREE theme) is the perfect starting point
What actually moves the needle is clarity, content, and your story — not fancy templates
Ignoring the post-purchase experience
Your second, third, and fourth sales are where your profit lives. Kurt breaks down:
How to start collecting product reviews (even with zero customers)
Why vulnerability helps you get reviews faster
How to create a simple retention email flow using built-in Shopify Email
Why follow-up = more revenue than your first sale
Being afraid to email your customers
Kurt crushes the fear of “bothering” your list and shows:
Why plain-text emails outperform heavy design
Why weekly emails lead to fewer unsubscribes
How staying top-of-mind can turn one-time customers into superfans
The mindset shift founders MUST adopt to scale
The Tools, Features & Strategies Founders Overlook
Kurt shares the most underutilized (and free!) Shopify features that boost conversions instantly, including:
Shop Pay & Shop Pay Installments
Faster checkout = more conversions. Younger buyers especially rely on installments.
Customer accounts (passwordless login)
Reduce friction and make repeat purchases seamless.
The Shop App
A built-in discovery marketplace your brand should absolutely be in.
How to Build a Repeatable, Revenue-Driving Customer Journey
Kurt walks through simple but powerful workflows like:
A 1-day “thank you” email that builds instant loyalty
A 14-day product review request that feels human and authentic
A post-purchase upsell email (“complete the set”)
A 24-hour “order add-on” coupon that increases AOV with almost no effort
Final Takeaway
You don’t need a fancy theme, expensive tools, or complicated funnels to hit your first $100K on Shopify.
What you do need is:
✅ Clear messaging
✅ A simple, human post-purchase system
✅ A willingness to email consistently
✅ The courage to stay visible
If Kurt’s clients can go from zero to multiple six figures, so can you.
Resources Mentioned:
Join the PR Secrets Masterclass
Join the Small Biz PR Pros Facebook Group
DM the word “PITCH” to us on Instagram to get a pitching freebie https://www.instagram.com/gloriachoupr
Connect with Gloria Chou on LinkedIn https://www.linkedin.com/in/gloriaychou
Join Gloria Chou's PR Community https://www.facebook.com/groups/42863325495194
Connect with Kurt Elster: https://kurtelster.com
Website: https://ethercycle.com
Additional Resources:
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TRANsCRIPT
00:00:00 Gloria: Welcome back to Small Business PR where we make PR and marketing super accessible for the everyday small business hero. Today I have my friend, Kurt Elster. He has an amazing podcast, y'all. I had the pleasure of being on it. It's called The Unofficial Shopify Podcast. He has an incredible Facebook community and he has seen people on Shopify scale from five to six to seven to eight figures. So we don't have time to cover all of the wealth of his immense expertise, but we will be talking about if you were to make your first 100K on Shopify, which is a lot of you, what are the three mistakes that you're making and what you should do instead? Welcome to the show, Kurt.
00:00:33 Kurt: Thank you for having me.
00:00:34 Gloria: You have such a wheelhouse of knowledge with Shopify. So can you tell us why you love the platform and why you have a podcast dedicated to it?
00:00:43 Kurt: I've been involved in e-commerce my entire adult life. Back in 2011, we discovered Shopify, built our first custom Shopify theme for a friend who owned a local bike shop. And they immediately took notice and they said, you should join our experts program. And we built another site. At the end of both those projects, we went, “That was really easy.” And it only took two or three projects before it occurred to us, “Wait a second, why are we doing anything else? Everything else is painful. Shopify is easy and it's well documented.” And so I said, “All right. Let's do only this.” And we hitched our cart to the right horse at the right time.
00:01:14 Gloria: Yeah. You really are one of the OGs because now it's everywhere and it's getting so hard to get noticed. So let's get into it since you've seen all the iterations and the evolution of it. What is the first mistake if I were to want to sell 100K on Shopify? What do I need to avoid?
00:01:28 Kurt: Number one, the most common question I get for someone who's new is, which theme should I use? And then they'll always qualify. They'll be like, which theme should I use for… and then they'll be like, a leather goods store. Realistically, any theme in the Shopify theme store will work for any niche of product category in e-commerce. But what happens is in those Shopify themes in the theme store, they use real photos from real stores. They get their permission, of course, but it lends to a presentation where people just assume like, oh, this theme is for like this vertical. This is for lingerie. This is for leather goods. This is for whatever. And it just isn't the case.
00:02:05 Kurt: The mistake people make is, one, not buying a theme from the Shopify theme store. The stuff in the theme store is guaranteed to work right with all of Shopify's current features when you install that theme and then get updated and supported. But I think for someone new to it, the premium themes that cost you like 300, 400 bucks for a one-time license. They're very good, but If you've never used Shopify before, you've never used that theme editor, maybe you're not a web developer, you're just going to find them intimidating and a little frustrating.
00:02:31 Kurt: I would recommend start with Shopify's default, their free theme Dawn, which is very good, very fast, it's flexible, but it doesn't have all those bells and whistles and sections and templates and settings that could be overwhelming to someone who's just getting started on the platform. And so I think having some constraints is very helpful here. Don't worry about the theme. Just start with Dawn. Just get a good theme going and you will know when you feel limited by it. And then that's when it's time to upgrade. But by then you'll have probably figured out positioning, messaging, the content, because the content, the clarity, all that stuff, that is what is going to sell your products, sell your brand and tell that story, not which theme you picked.
00:03:12 Gloria: Yeah. A telltale sign of someone just beginning, you're so caught up in the bells and whistles, but you're not doing the harder work, but the more important work of your messaging and content. And so you're wasting your time figuring out problems that really aren't problems. Just like you said, pick one and go with it. I love that because you can really get into a deep dark rabbit hole of all the things and you're like, decision paralysis. So choose Dawn, hear it from Kurt. He has worked with so many Shopify people. Just pick one and go with it. Okay. What is mistake number two?
00:03:39 Kurt: Mistake number two is early on, you're so focused on just getting purchases, which makes sense that you end up forgetting about the post purchase experience. Once you get that first sale, what happens? Because realistically in an e-commerce business, all the effort went into getting that first sale. So that's probably not the most profitable one. The subsequent sales, when those customers return to your store and buy two, three, four times, that's where the profit lives in an e-commerce business, especially when you sell a physical product.
00:04:10 Kurt: You probably paid some level of acquisition cost on an ad to get that first customer. And so the biggest mistake I see is people who don't have product reviews or like aren't actively collecting product reviews from their customers. Cause they say, “Well, I don't want to put the reviews up because I don't have reviews.” And it becomes this strange self-fulfilling prophecy where the store just never gets product reviews. Cause at some point you have to start with zero reviews and then start collecting them. And so no better time than to start at the beginning of the store.
00:04:38 Kurt: And you don't necessarily have to show the product review stars in the theme editor. You could hide those elements and then only show what you need for someone to actually write a review for your product. And then you want to stay in touch with them. So sending follow up emails, whether that's automated or regular campaign emails, that really is where you're going to head out your bottom line in an e-commerce business. And those tools are all built into Shopify.
00:05:03 Kurt: I often see people with no one on their email list asking, which email service provider should I use? Which CRM should I use? That stuff's built into Shopify. They have a feature literally called Shopify email that'll let you do it. And then it'll also do automation. So you can have another opportunity to sell that messaging and that brand story as soon as someone makes a purchase. A little customized thank you letter that goes out to them via Shopify emails and automation, thanking them for their first purchase. And then maybe later, hey, here's some other things you might like.
0:05:31 Kurt: You want to just stay top of mind and have as many touch points as you can post purchase so that hopefully they come back and become a repeat customer. Because those are the folks that are going to help grow your business through word of mouth and referring you to their friends and family. Especially if you are candid and say, we're just starting out, we're new. You'll be honest with them. People love to back an underdog.
00:05:52 Gloria: I will say that especially in this day and age, it's really the handful of your super fans that are going to keep buying from you and making up the bulk of your revenue. And if you think about it another way, it's like, do I want to keep feeding the beast? Do I want to keep acquire a new lead and then it just goes out one window or do I want to keep the flywheel and have the cyclical situation in my business where it's constantly feeding into this abundance? So a lot of people overlook customer retention because they're so focused on the front end and a lot of the really healthy businesses that you and I both see are really optimizing for that post-purchase behavior.
00:06:21 Gloria: So I want to break that apart a little bit. You talked about two things. You talked about reviews and then you talked about the emails. How do people get reviews when it's really not a natural act? What is the easiest way to break the ice and actually get someone to write a review?
00:06:35 Kurt: When you're just starting out, I think you have such an opportunity to be vulnerable. That's a win. One of the mistakes I see people make early on is just pretending to be way bigger than they are. What's the advantage in that? If you're honest about being a person and individual who is just trying to start a business, people can relate to that and they can relate to people more than they can relate to someone faking being a big brand. And so I think that's how you get the reviews. And I think it should go out probably 14 days after fulfillment would be like a general good rule of thumb for that.
00:07:07 Kurt: But if in that email request, you customize it and you say, hey, can you leave a review because we don't have very many yet. Wow. How honest, how vulnerable, how authentic. I have literally never seen anyone say that. And I think that's just such a brilliant way to do it. We just don't have any. We need your help here. And if they had a good experience, if they could relate to you, they are so much more likely to write a glowing review in that case and hopefully, you will have made yourself memorable in the process.
00:07:32 Gloria: Yeah. Or even if I get something that's like we're a mom and pop store or a mother and daughter team, we launched this in our kitchen. It would really mean so much to us. People naturally want to help other people. So if you're telling me that I'm really going to help you by writing a review other than, we just want to collect as many reviews as possible. I'm going to write that review. So that's actually a great way. So you're saying you don't really need all that many incentives. You don't need to give them anything for free. You can just tell them that their reviews matter. And that's worked.
00:07:59 Kurt: Yeah. One thing that I'd be willing to pay for, that I would be willing to incentivize people on, is if they could provide a video. You think getting a review is hard? Try to get a video review. Oh my gosh, that's so hard. But they're powerful. And some of these review platforms will let you upload video now. That user generated content, that's the good stuff. That's social proof. That really helps move the needle, helps people feel more comfortable making a purchase from a brand they may not be familiar with yet. That is the spot where I'd say, all right, I would be willing to trade people a healthy one-time use coupon for submitting UGC that we feature on the site or feature in social media.
00:08:34 Gloria: That's good. Okay. So like a one-time use coupon. Or if it's very expensive, maybe a discount code?
00:08:38 Kurt: A discount code would work as well. The only thing I'm trying to avoid is gift cards. You have to account for them differently. And so if I'm doing incentives, I'd rather have it as free product or a coupon code. I know I can issue gift cards in Shopify, but depending on what state we're in or what country we're in, those could be treated as cash. And so it's like, all right. You have to account for them. It's a liability on your books.
00:09:01 Gloria: So we talked about reviews. They're really important. You actually have a first movers advantage if you're just beginning. Let's talk about the post purchase. If I just started today, what are the minimum number of emails? How far should I space them out? When do I ask them to either refer me, write a review, or do I give a coupon code?
00:09:19 Kurt: First, segment it to… they have made their first purchase. You can figure that out in an automated flow, like orders equals one or orders is less than two. Then wait one day and send them a thank you email. It essentially just introduces you and then personally thanks them. Yeah, it's automated, but you are still a person writing it. Don't farm this out. Don't use some template thing. Just genuinely thank them because you should be grateful for it. In it, invite them to reply to you. For the handful of people who will reply, make sure you write them a real thoughtful reply back. That first email could be automated but use that as an opportunity to engage and connect with people and build those true fans.
00:09:58 Kurt: From there, probably like two weeks after fulfillment is when we're doing the review. And then the other one I want to do is a recommendation. You could either send out an email that's like, hey, here's some other best sellers you may be interested in. That is the least I would do. But if we want to get fancy, we make it conditional based off what product they bought. Let's say you got some hero product. That's how most of these stores work. Because there's probably one main hero product and then some accessories that go along with that. You send them an email that's like, complete the set. You want to be able to provide them a better experience for the thing that they bought from you. An easy one to understand is like, hey, you bought a camera. Oh, did you want a tripod? That's the kind of upsell we're looking for post purchase.
00:10:38 Kurt: The other way to do it is a coupon. And I've seen this be very successful. You wait one or two days and go, hey, thank you for your first purchase. If you wanted to make a second order, if you wanted to get another one of whatever you bought – this could work well for like consumable business, like a makeup store. Here's a 15% off coupon. Just make a second purchase. Depending on how your fulfillment setups, maybe you're fulfilling out of your garage, you do this like 12 hours later. You're like, hey, but it only works for 24 hours and we'll combine your orders. Wow. They bought from you once and now you're giving them an opportunity like, look, just buy a second item, 15% off and we'll just ship it all together. When you're a small business, a small operator, you have the flexibility to do that. You could do things that don't scale and impress people.
00:11:21 Gloria: That's actually super golden because when I think about DoorDash, you can DoubleDash for half the price. Getting people to buy within 12 hours before you fulfill it is actually such a brilliant way to increase a car order value. There's something about getting it tacked onto the current order just makes the customer feel like it's a low lift. Even though like, yes, I am spending more, but I feel like I'm winning. That is so brilliant. I love that. I think a lot of people are like, I don't want to bother them too much. When do we stop emailing them? Or do we just email them every single week until they keep buying from us?
00:11:51 Kurt: There's different schools of thought on it. One school of thought is, buy or get off my list. What is the harm in emailing them forever? They can unsubscribe at any time. You wanna get out of your head a little bit on talking yourself out of emailing people. It's quite valuable and it's inexpensive to send an email and then get those purchases. But as far as how often you should email them, for sure I wanna be in touch with them at least once a month so that I'm there. I'm top of mind should they have that need for whatever it is I sell. And if I could come up with good content that adds value to them, that adds some beneficial experience, even if it's just like an amusing anecdote you shared, then I have the excuse to email weekly.
00:12:28 Kurt: Oftentimes, no one's gonna read the email. But just for them to ignore your email, they had to read the sender name, so that reminds them that you're out there, and they had to read that subject line and probably the preview text. Maybe they didn't even open it, but you still got that impression. You still saw them. And if they saw it and they were like, oh, yeah. I needed to reorder that. Like, oh, yeah. I gotta get coffee from those guys again. They're going to open it, click through an email. So I wouldn't overthink the content of these emails because often it's really just about staying top of mind and reminding them that you exist.
00:12:59 Gloria: Yeah. I'll give you example of how it works because I think that for early stage founders listening to this, they kind of write an email and they go and hide in their bedroom because they're like, oh, I'm afraid of the unsubscribes. But we know as marketers, you have sent tens of thousands of emails, that the more emails that we send, the more that people buy from us. So how can we help to shift the mindset of people who are like, I want to sell, but I'm afraid they're going to unsubscribe when you actually want to send more emails. What is a good way to get over that fear?
00:13:26 Kurt: If you send like one email every six months, they'll have forgotten who you were and they'll unsubscribe. If you send one email every month, you'll get fewer unsubscribes. If you send one email every week, that's the sweet spot where you will see the least amount of unsubscribes. Unsubscribes are a good thing. Those are people self-selecting, who weren't going to buy from you to begin with.
00:13:46 Gloria: I think that's the one thing that is stopping everyone. I always say, whether it's in PR, what I teach or what you're doing, I say, everything you want is on the other side of the send button. Same thing with customers, because if they're not going to buy from you, it's either a now or a later thing. But the upside of them buying something is huge compared to them just being on your list and never buying from you. I just encourage everyone listening now, you need to email your list at least once a week. It's just a battle of attention. Don't think you're bothering them. Keep putting offers in front of them that is directly related to them buying. You can validate this, you, from all the founders? Like the more emails you send, the more sales you make.
00:14:23 Kurt: Absolutely.
00:14:24 Gloria: Yeah. I think that's so golden. Can we dive really quickly into do's and don'ts when it comes to asking to refer or a coupon code, things that they should avoid?
00:14:35 Kurt: Even if you send the worst possible email, your worst case scenario is just nothing happens. I also think people overthink design on email. I think the most effective emails are plain text or largely plain text. The thing that's stopping you is like, “Well, I have to design all these emails. They have to be these fancy graphic HTML emails.” You don't need that. Don't let that stop you and don't overdesign it. Those are the emails that are going to end up getting marked as spam. The plain text email, those are the ones that encourage responses. Those are the ones that develop relationships. Those are the ones that humanize you. That's what you want to be. You want to be a person, not a brand. If you can get them to relate to you as a persona as a person, whichever that is, wow, those would be the most effective.
00:15:18 Gloria: That's how we win because we don't have the legacy reputation of like some of these big brands. I send plain text emails and I can absolutely tell you without a shadow of a doubt – I've done testing – and the more graphic images I put in there, the more my open rates and click through rates go down. Obviously, if you sell a product, there is a visual component, but you still need to do storytelling and just talk about your day, talk about anything.
00:15:39 Gloria: There's a chai concentrate. I bought it years ago and then I forgot about it and somehow I got on their list. I didn't buy the first time that they sent me something. I didn't buy the second time. But the third time they sent me something was about this chai cookie recipe. And for some reason, I just thought that was so interesting. I'm gluten-free, so I don't even eat cookies. But that email, which was out of the blue and not like a typical sales email because it was a recipe email, had me sign on to a year subscription. Because of that email, I spent 300, $400 now with this chai company that was like out of sight, out of mind. So absolutely, you need to just stay top of mind. So thank you for validating that. Now there's so many features with Shopify. What are some of the things that you're seeing that are working? What are some of the mistakes when it comes to features?
0:16:17 Kurt: So there's a suite of features that Shopify has been adding called Shop and I don't see people adopting it the way they should because it is all advantage and really no disadvantage. The first is when someone goes to your Shopify checkout, they have to do the very painful act of type in their credit card number. It's painful. That's really the thing that kills conversions is unexpected shipping expense. Man, I gotta go find my wallet.
00:16:44 Kurt: What Shopify has done that's so brilliant is if anyone has ever bought on a Shopify store and then opted in to a ShopPay login, when they go to your store, even if they've never visited before and they put in their phone number or email, immediately it will send them a one-time use code that they put in and then it logs them in and it will have remembered their address and their payment method. That hugely reduces friction and increases conversion rate.
00:17:09 Gloria: I can speak to this because I actually bought three things this past week with Shopify.
00:17:13 Kurt: Oh, the thing's dangerous. That's where it starts, is that ease of use. And you could really force this thing into action if you go in your Shopify settings. Under customer accounts, they'll give you the option between new customer accounts and legacy or classic customer accounts. Classic just means it uses passwords and the new one is the passwordless version. That's what you want to make sure it's on. That makes life easier. We want to be using Shopify payments for doing our payment processing.
00:17:36 Kurt: Everything smooths out and now you get to benefit and leverage these network effects of Shopify. All these stores powered by Shopify, anyone who's bought on them, now suddenly they can easily use your site too and have their payment details, their shipping address all auto filled. That's incredible. So you want to have that turned on.
00:17:53 Kurt: Along with that, you can also add enable ShopPay installments. What's ShopPay installments? It's where they'll say like, hey, you could pay now or break this into four easy payments. On that, they've got an expanded version that they'll offer some merchants once you've been around a while called ShopPay Premium, where they'll offer customers an even longer window at 0%. I've only started seeing that this week. That's really exciting. But you already have to be opted in using these Shopify payments and ShopPay.
00:18:19 Kurt: But what's interesting about those installment payments, I have noticed the people who pay with that payment method will have a higher average order value. Me as a millennial, I got access to credit cards early. It was much easier. It is now harder for younger people to get access to credit cards. So you want to be offering those installment payments. If you're already on Shopify, Shopify Installments, it's just the easiest way to do it.
00:18:43 Kurt: It gets even crazier. This stuff works outside of your online store. They have an app that you can opt into. You can list your products in your store and this app is called Shop. You have to download the Shop app. It's for customers, but in the Shop app, they can essentially search across all of these Shopify stores like they're one big marketplace. And there is no disadvantage for you as a Shopify online store merchant to just list your stuff in there too. Oh, man. Put another surface for my products to be displayed in at very little extra effort. Absolutely enable that sales channel.
00:19:15 Kurt: And even better, they have advertising within that app that's inexpensive to do called Shop Campaigns. Previously only available on their highest tier plan. They've expanded it to everybody as long as you're in the US and Canada. It's a customer acquisition program where you can set a cost on it per purchase. So if you know your unit economics, you don't end up in that scenario where you acquire someone at a loss. This thing prevents that. And you could choose between, all right, I want to advertise to new customers or I want to advertise to returning customers. And essentially what it does is surfaces your store and incentivizes people with a cash back program. That's not actual cash. It's like they call it Shop Cash, store credit within that shop app.
00:19:55 Gloria: The payment installments is… we need that because most people are paying installments from what I'm seeing. But what about Klarna and Afterpay? So does that replace that?
00:20:03 Kurt: It would replace Klarna and Afterpay. I mean, those are good too. And Klarna is definitely a big player in that space, but I don't want it cluttered. I don't want all these apps in there. If you're already on Shopify, it's just extremely likely that you're using Shopify payments to do your payment processing, which then means it is extremely easy for you to just opt into ShopPay Installments.
00:20:22 Gloria: It obviously works and it is dangerous because it's just so easy for me to buy something under five seconds. So I'm just like, yes, yes, yes. Danger zone. Are there any mistakes around affiliates or missions or anything that people get wrong about some of the features? Because they all seem great but maybe a feature that works for someone making seven figures is different than someone making their first 100k.
00;20:42 Kurt: One of the exceptions to having this extremely streamlined checkout process that just gets people through it very quickly is if your store is primarily gifting where people are going to be shipping to someone else. You'll know you have an issue if you're spending a lot of time correcting or editing order addresses and that ship to field after the fact. Like, oh, I placed this order, but oh my gosh, I meant to send this to my grandma. Can you change the address? That's an exception to that conversion optimization there. I would look at what are your customer complaints? What are the top customer support inquiries that you're fielding? And oftentimes those are going to be your leading indicator on, well, this is what's broken or this is what we have to fix.
00:21:23 Gloria: Totally. Listening to the customer. You know so much. I feel like you could come back and do like an episode just on one of the mistakes. But you've given us three really important things to think about as we make our first 100k. Before we sign off, is there anything else you want people to know about that first benchmark, which is that coveted 100k on Shopify?
00:21:41 Kurt: Your most profitable customer is the one that already trusts you. And if you're making that first sale, you have completed the hard part. If you're not making subsequent sales, that's on you. There's a reason for it. Either there's a problem with that product, which you would know right away based on returns, customer complaints, and chargebacks. But if not, that means we just have not focused on that post-purchase experience. And that really is the thing that helps scale a lot of these brands is one KPI customer lifetime value. If you can extend customer lifetime value, that's a win for everybody.
00:22:14 Gloria: Thank you so much, Kurt. I feel like we got to have another episode just on that, on extending lifetime customer value, especially as the market gets a little volatile. We're in a trust recession, as what I've seen. Extending the lifecycle of your current customer is the best way to have a viable business. I love that you left us with that thought. How can people find you and get into your world?
0:22:34 Kurt: Google me, Kurt Elster. Check out kurtelster.com and that's got links to my podcast and our agency services at ethercycle.com.
00:22:42 Gloria: Thank you so much. Check out his podcast. It's really great. I had a recording on it, but he records with so many amazing people on e-commerce. That's Unofficial Shopify. It's on iTunes and Spotify. Thank you so much, Kurt, for being with us.
00:22:53 Kurt: Thank you.
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