2min chapter

What's Your Problem? cover image

Shopify: The Business That Helps Build Businesses

What's Your Problem?

CHAPTER

Shopify - What's the New Warehouse Problem for Small Business?

Apple has made advertising and particularly privacy changes that make it more difficult to target a particular consumer. Shopify figured out was, well, if we look at Shopify as a whole, we actually have a lot of good indication on the type of customers that might be right for your product. And now when you're buying ads on some of these ad platforms, whether it's Facebook or Instagram or any of the others, Google also upload this lookalike audience.

00:00
Speaker 2
Now back to the show. So what's like the next thing you're trying to do? So that's what, so you, I mean, do you have the warehouse situation? Oh yeah, that's in a really good place. What's the new warehouse problem for you?
Speaker 1
Yeah, and there's always new, new sort of merchant challenges to solve. I mean, anyone who's been following the news knows that Apple has made advertising and particularly privacy changes that make it more difficult to target a particular consumer. So for example, I love writing motorized skateboards. I've been a motorized skateboard guy for a very, very long time. My interests are technology, because I lead a technology company, and skateboarding. And so if you are a boosted board or you're one wheel, do you know those companies?
Speaker 2
The one wheel is like the
Speaker 1
guy on one wheel. Yeah, you see the rest. It looks like they're like the big of the future. It looks really cool. Yeah,
Speaker 2
it's like a cool segue. The boosted board is just like a skateboard, but the dude's not pushing.
Speaker 1
Exactly, it has motorized. So if you're a boosted board or you're one wheel, the Venn diagram overlap of Harley's interest, which is technology and skateboard, I am the perfect ideal customer for it. So they can target me really, really well. Well, that has become a lot more difficult now because of some of the change that Apple has made. So what, what row adds? Basically,
Speaker 2
it's harder for them to target you on like Facebook.
Speaker 1
Yeah, they can target me because like maybe what it means, right? It's much harder to buy targeted Facebook and Instagram ads. That's exactly right. So that is made it more difficult, more challenging for small business to, to find their, their target customers. Well, we figured out was, well, if we look at Shopify as a whole, we actually have a lot of good indication, a lot of good insight on the type of customers that might be right for your particular product. So if you're on Shopify and Shopify plus in particular where this product, this feature sits, you can say, I want to some more of these three products here. I have 10 SKUs, but I want to some more of these three SKUs. You feed it into the audience's algorithm. We feed you back with a sample audience or a lookalike audience. And now when you're buying ads on some of these ad platforms, whether it's Facebook or Instagram or any of the others, Google, for example, you don't just upload your product description and your product photography and your meta information, you also upload this lookalike audience. And we know by doing so, you will get a higher return ads.

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