The Unofficial Shopify Podcast

Jeff Oxford, an e-commerce SEO expert and founder of 180 Marketing, shares crucial insights for Shopify merchants in 2025. He discusses how AI tools are reshaping SEO strategies and why some pricing strategies might harm rankings. Jeff emphasizes the importance of high-quality, original content over keyword stuffing, and provides actionable tactics for managing collection pages and diagnosing traffic drops. Listeners will also learn how to enhance Average Order Value with upsell strategies and the effective use of internal linking.

Kurt Bullock, an ad strategist from Produce Dept, specializes in enhancing Meta Ads for e-commerce. He reveals how Meta’s new AI-driven ad system, Andromeda, is changing targeting and scale. Discover the shift towards creative content and algorithm-driven strategies allowing lesser-known brands to thrive. Kurt discusses the importance of machine learning for optimizing ads based on shopping behavior and the integration challenges of AI in maintaining brand consistency. Insightful tips on engaging diverse audiences make this an essential listen for Shopify merchants.

Lucy Jeffrey, founder of Bare Kind and Candid Founders, shares her captivating journey from banking to building an eco-friendly sock empire. She reveals how she transformed Bare Kind into a B2B success on Faire, emphasizing the power of content creation for client acquisition. Lucy also discusses the challenges of scaling, especially during seasonal sales, and the surprising success of ditching paid ads for profitability. Tune in for insights on sustainable business practices and the balancing act of managing multiple ventures—plus how one turtle sock sparked it all!

Also available on YouTube: youtu.be/Pi20dFaHoVgBen Attwood left agency life to create a men’s skincare brand he actually wanted to use. With no investors, no marketing budget, and no prior product experience, he built Clubhouse Skin using TikTok, Shopify, and a lot of trial and error.In this episode, Ben shares how he:Sold out his first product run—twiceBuilt a loyal customer base by building in publicUsed Shopify Sidekick to find superfans and boost conversionsLeveraged AI to do what agencies charge thousands forLanded in retail by rallying his TikTok followersWhether you're launching a product, bootstrapping a brand, or curious about real-world uses of AI in ecommerce, this one’s packed with practical takeaways.Show Links:Clubhouse SkinClubhouse SkinTikTokInstagramShopifyShopify MagicGetting started with SidekickShopify Newsroom: AI helped these founders fast-track their way to first saleSponsors:Zipify – Build high-converting sales funnelsCleverific – Smart order editing for ShopifyBoost AI Search & Filter – Collection filtering + smart searchSubscribe for weekly interviews with Shopify founders and experts.

Smriti Jayaraman, a venture capitalist at Corazon Capital specializing in early-stage tech investments, dives into the future of e-commerce strategies. She discusses how AI is reshaping SEO and marketing, with brands leveraging gamified funnels and personalized experiences. The conversation touches on the importance of authenticity and innovative tools, like AI-powered sizing tech that enhances shopping. Smriti also emphasizes the shift from traditional ads to community-driven, membership-like approaches for better customer engagement.

Cathy Yoder, known as "The Queen of Air Fryers," has built an impressive content-driven Shopify business with over 700K YouTube subscribers. She shares how she transformed viewer engagement into sales through successful cookbooks and air fryer accessories. Cathy discusses leveraging YouTube as a lead generator, creating user-focused products, and the balance between perfection and progress. She emphasizes the power of audience feedback, effective monetization strategies, and the importance of authenticity in connecting with fans.

Chris Garcin, CEO of Pit Viper, shares the wild journey of transforming a quirky idea into a multi-million dollar sunglasses brand. It all began with a broken pair of military surplus shades during a ski trip. The discussion touches on their unconventional marketing tactics, cultivating authentic brand ambassadors, and maintaining a unique identity in a competitive market. Chris highlights the power of humor in their marketing, along with creative promotions that resonate with audiences, showing that sometimes a joke can truly pay off!

Paul Rita, a Shopify developer and partner of Kurt Elster, dives into a lively AMA filled with Shopify insights. Discover clever store spying techniques using public tools and hear about the limitations and possibilities of AI in Shopify. They also share tips on using ChatGPT for coding and discuss email marketing best practices like double opt-in. Get a sneak peek at an innovative new app in development while navigating the ever-evolving landscape of e-commerce trends!

Michal Klim, CTO and co-founder of Commerce UI, dives into the intricate creation of Lady Gaga's innovative headless Shopify site. The conversation reveals how the site is not just a merch store but a dynamic digital experience meant to evolve with Gaga. Klim discusses the importance of immersive storytelling and the challenges of merging e-commerce with creative artistry. He emphasizes the shift from traditional conversion strategies to a focus on customer engagement, highlighting AI-driven enhancements that redefine online shopping.

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-entrepreneursLinks & Resources🔗 Check out Scarlet & Gold → scarletandgoldshop.com🔗 Need custom merch? → scarletandgoldcustom.com📌 Sponsors:Zipify – Build high-converting sales funnelsCleverific – Smart order editing for ShopifyAddress 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/applySee what we’ve built → ethercycle.com/workGet my best Shopify insights → kurtelster.com👥 Join Our Private Facebook Group:Connect with other Shopify entrepreneurs → facebook.com/groups/UnofficialShopifyPodcastThis 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.