Most Shopify brands track revenue, ROAS, and traffic - but still struggle to grow profitably.In this episode of Tuesday Tea Break Talks, Nick breaks down the most overlooked Shopify metrics that actually drive sustainable growth, and the real client insights that prove why they matter.You’ll learn:- Why revenue alone is a misleading metric- How to optimise ads based on profit, not ROAS- Why lifetime value (LTV) should be a core KPI- How to use Shopify + GA4 data to find hidden drop-offs- The real impact of pop-ups, checkout friction, and stock levels- Why brand vs non-brand ad spend matters more than you think- How product performance and inventory decisions affect growthNick also shares real examples from Shopify brands, including:- Wasted ad spend on brand searches- Missed revenue from sold-out high-profit products- Why some channels look bad but drive conversions later- How better data visibility unlocks faster scalingJoin our FREE webinar this Thursday! Sign up here: https://zoom.us/webinar/register/WN_79Ca5Yt5QKyUXUD0q-B6vw#/registration👉 Learn more about Growth Vault (launching 1 Sept 2026): the biggest collection of Shopify content released in one place👉 Subscribe for weekly Shopify growth insights👉 Questions or collaborations: hello@winningwithshopify.comFollow us on socials:https://www.instagram.com/winningwithshopifypodcast/https://www.tiktok.com/@winningwithshopifyhttps://www.youtube.com/@winningwithshopifyJoin our newsletter: https://wwspodcast.com/Proudly powered by Spec Digital, a world class SEO Agency and PPC AgencyBecome a sponsor: https://wwspodcast.com/pages/sponsorship

Nick’s got a cold, Brian’s back, and your inbox is getting smarter!

This week, Nick is joined by Brian from Seguno to break down what’s really happening when AI starts sorting, summarising, and filtering your marketing emails.If you’ve been wondering why your campaigns dip, why “quick hacks” backfire, or how to make sure your best customers actually see your emails - this is the episode.We cover:- Why email is still the top ROI channel (even in the AI era)- How AI uses engagement as the main feedback loop (and what that means for deliverability)- The 3 things AI looks at when sorting emails in the inbox- Why trying to “game the system” can land you in spam jail- How to write emails that AI (and humans) can scan fast- Gmail Annotations and how they can boost visibility- Using Shopify Sidekick to plan smarter promos, segment faster, and validate store data- Why authenticity wins in an AI-generated world🎥 Join Our Live Webinar Next Week (Feb 26, 2026): Nick + Brian (Seguno) + TaxCloudSign up here: https://zoom.us/webinar/register/WN_79Ca5Yt5QKyUXUD0q-B6vw#/registration EXCLUSIVE WWS OFFERS:Winning With Shopify listeners get 20% off the first three months of Seguno Email Marketing with code WWS20: ⁠⁠⁠https://seguno.com/winningwithshopify⁠⁠Check out Yoast and get 15% off ALL monthly Shopify purchases for the first 6 months using code WWS15! ⁠⁠https://yoast.com/winningwithshopify-exclusive/⁠⁠Get a short, tactical session with insights on things like tax reconciliation, returns, compliance, and more - all led by experts from the tools top brands rely on. Sign up now at ⁠⁠https://taxcloud.com/summer/⁠⁠Join the bootcamp and elevate your inventory game: ⁠⁠https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp⁠⁠Key Takeaways:00:04 – AI & Email: A Rare Combo?00:28 – Why Email Still Delivers the Highest ROI05:10 – Seguno’s Three Core Shopify Apps05:41 – Shopify Connect for Canva: Why It Matters06:21 – Seguno Email Marketing: Starting Price07:01 – Early Access to Seguno’s AI Prototyping07:50 – Why Seguno Is Built Best for Shopify09:55 – How AI Is Changing the Email Marketing Landscape10:56 – Email Marketing: Still the Top ROI Channel11:53 – How AI Filters and Sorts Email Content14:19 – The Three Key Factors AI Uses to Sort Emails15:22 – Why You Can’t “Trick” AI (It Learns Fast)16:09 – AI Promotes Good Content — and Blocks the Rest16:47 – Unsubscribes Aren’t Always a Bad Thing17:54 – Engagement: AI’s Main Feedback Loop19:04 – Why Inbox Placement Depends on Engaged Contacts21:28 – Beyond Image Generation: AI Email Tools22:42 – Authenticity in an AI-Generated World24:28 – Using Sidekick for Smarter Promotions28:17 – Validating Store Data with Shopify Sidekick29:10 – How AI Impacts Customer Email Engagement31:25 – AI Email Summaries: Where Brands Miss the MarkFollow us on socials:https://www.instagram.com/winningwithshopifypodcast/https://www.tiktok.com/@winningwithshopifyhttps://www.youtube.com/@winningwithshopifyJoin our newsletter: https://wwspodcast.com/Proudly powered by Spec Digital, a world class SEO Agency and PPC AgencyBecome a sponsor: https://wwspodcast.com/pages/sponsorship

Most ecommerce brands obsess over revenue, ROAS, and conversion rate - but ignore the one metric that actually drives long-term growth: lifetime value (LTV).In this Tuesday Tea Break episode, Nick breaks down:- Why LTV is the cheapest lever for growth- How a small LTV increase can unlock huge revenue gains- Simple, practical ways to increase repeat purchases- Post-purchase flows, loyalty, subscriptions, and smart offers- Why relying only on paid ads is riskyIf you run a Shopify store and want to grow profitably in 2026, this episode is essential listening.

Join our next webinar here! https://zoom.us/webinar/register/WN_79Ca5Yt5QKyUXUD0q-B6vw#/registration

Follow us on socials:https://www.instagram.com/winningwithshopifypodcast/https://www.tiktok.com/@winningwithshopifyhttps://www.youtube.com/@winningwithshopifyJoin our newsletter: https://wwspodcast.com/

Proudly powered by Spec Digital, a world class SEO Agency and PPC AgencyBecome a sponsor: https://wwspodcast.com/pages/sponsorship

In this episode, we skip the usual news roundup and dive deep into one topic ecommerce brands struggle with more than they realise: branding.

This is about branding that works, not branding that just looks good.

We break down real-world branding lessons from brands like Allbirds, Gymshark, and Who Gives A Crap, and explain why effective brand positioning drives conversion, retention, and long-term growth on Shopify.

What we cover in this episode:

• Why branding should be built for effectiveness, not personal preference

• How standout brands win by going against the category norm

• The difference between scalable branding and trendy design

• Why consistency beats cleverness every time

• How brand trust directly impacts conversion rate and repeat purchase

• Why changing your logo “to keep it fresh” usually hurts growth

• How to define what your brand stands for — and what it stands against

We also walk through:

• Choosing colour palettes with intention (not trends)

• Why logos should be recognisable, not descriptive

• How typography and tone of voice shape trust

• Why every brand needs a clear “brand bible” before scaling

This episode also feeds into what we’re building for 2026 - the newly named The Unofficial Shopify Growth Vault, a central hub of practical Shopify growth content launching September 2026.

If you run a Shopify store, ecommerce brand, or agency, this episode will help you rethink branding as a growth lever, not a design exercise.

👉 Don’t forget to sign up for the Shopify Growth Vault 2026, launching 1st September

Visit: ⁠⁠https://wwspodcast.com/pages/shopify-summit-2026

Follow us on socials:

⁠⁠https://www.instagram.com/winningwithshopifypodcast⁠

⁠https://www.tiktok.com/@winningwithshopify⁠

⁠⁠⁠https://www.youtube.com/@winningwithshopify

Join our newsletter: ⁠⁠https://wwspodcast.com/⁠⁠

Proudly powered by Spec Digital, a world class SEO Agency and PPC Agency

Become a podcast sponsor: ⁠⁠https://wwspodcast.com/pages/sponsorship⁠⁠

In this episode, we break down what ecommerce brands should be focusing on right now - from email marketing and customer loyalty, to TikTok shifts, brand visibility, and platform updates that could impact growth in 2026.

Topics covered:

• Why email remains one of the most underused revenue channels

• 4.6 billion global email users - and why retention matters more than acquisition

• The risks of over-reliance on Google Ads and paid traffic

• How to build a more resilient ecommerce business using existing customers

• TikTok’s US algorithm split and what it means for brands and advertisers

• Why change creates opportunity for marketers who move quickly

Platform & partner updates:

• Yoast’s new Site Kit by Google integration (WordPress)

• Tracking brand visibility in Google Gemini with Yoast AI Brand Insights

• Agentic commerce and why it matters as AI search evolves

• Sales tax changes for SaaS and cloud services in the US (via TaxCloud)

Quivia (quick facts from the episode):

• Average UK child spends 92 minutes per day on YouTube

• 64% of the world’s population uses social media

• TikTok was the most downloaded app of 2025

If you run a Shopify store, ecommerce brand, or digital agency, this episode is packed with practical insights to help you prioritise channels, reduce risk, and build long-term growth.

👉 Don’t forget to sign up for the Shopify Summit 2026, launching 1st September

Visit: ⁠wwspodcast.com⁠ → Shopify Summit 2026

Follow us on socials:

⁠https://www.instagram.com/winningwithshopifypodcast

https://www.tiktok.com/@winningwithshopify

⁠⁠https://www.youtube.com/@winningwithshopify⁠

Join our newsletter: ⁠https://wwspodcast.com/⁠

Proudly powered by Spec Digital, a world class SEO Agency and PPC Agency

Become a sponsor: ⁠https://wwspodcast.com/pages/sponsorship⁠

Most Shopify brands think they’re data-driven… until they compare Shopify vs GA4 vs ad platform numbers and realise nothing matches.In this episode of Winning With Shopify, Nick sits down with Tom Armfelt (ex–TK Maxx eCommerce + analytics) to break down the hidden tracking issues, why “best practice” can slow you down, and the metrics that actually matter when you want profitable growth.You’ll learn how enterprise teams (like TK Maxx) approached fast experimentation, why A/B tests often fail in the real world, and how to simplify your Shopify stack without losing performance - while focusing on powerful metrics like Revenue Per Visitor (RPV) and Profit Per User (PPU).What you’ll learn in this episode:Why your tracking can look “correct” but still be wrong (GA4 dashboards ≠ truth)The biggest Shopify analytics mistakes (and how to fix funnel consistency)Why RPV beats conversion rate as a growth KPIHow PPU changes your ad strategy (and reveals what’s truly profitable)The real reason A/B testing often isn’t reliableHow app overload silently slows sites + muddies your dataWhy buying your own product reveals UX problems instantlyLessons from TK Maxx: product turnover, SEO constraints, and moving faster at scale🎟️ Shopify Summit — Sept 1, 2026: Visit www.wwspodcast.com to join the newsletter for updates, speaker teasers, and sponsor opportunities.📩 Want to sponsor an episode or get involved? Email: hello@winningwithshopify.comEXCLUSIVE WWS OFFERS:Get a short, tactical session with insights on things like tax reconciliation, returns, compliance, and more - all led by experts from the tools top brands rely on. Sign up now at ⁠⁠https://taxcloud.com/summer/⁠⁠Join the bootcamp and elevate your inventory game: ⁠⁠https://info.brightpearl.com/winning-with-shopify-holiday-planning-bootcamp⁠⁠Winning With Shopify listeners get 20% off the first three months of Seguno Email Marketing with code WWS20: ⁠⁠⁠https://seguno.com/winningwithshopify⁠⁠Check out Yoast and get 15% off ALL monthly Shopify purchases for the first 6 months using code WWS15! ⁠⁠https://yoast.com/winningwithshopify-exclusive/⁠⁠Key Takeaways:00:02 – Beyond E-commerce Best Practices03:02 – TK Maxx’s E-commerce Journey Explained05:48 – Startup Agility vs Corporate Processes06:45 – TK Maxx: A Startup With Enterprise Backing08:10 – Corporate Budgets & Idea Socialization09:42 – How to Move Faster in E-commerce10:15 – The Unique TK Maxx Customer Buying Cycle10:42 – SEO Strategy: Removing Google URLs11:32 – Aligning SEO, PR & Merchandising12:17 – Organizational Knowledge Retention Challenges15:09 – Leveling the E-commerce Playing Field16:49 – Shopify App Overload Pitfalls17:16 – Hidden Website Data Layers & Plugins19:37 – Using AI for E-commerce Data Integration20:17 – The Challenges of Reliable A/B Testing22:09 – Buy Your Own Product: See the Customer View26:03 – Implementing Product Reviews Effectively30:29 – Revenue Per Visitor (RPV) Explained31:43 – Profit Per User (PPU) for Shopify Stores38:17 – Homepage vs Product Page Landing StrategyFollow us on socials:https://www.instagram.com/winningwithshopifypodcast/https://www.tiktok.com/@winningwithshopifyhttps://www.youtube.com/@winningwithshopifyJoin our newsletter: https://wwspodcast.com/Proudly powered by Spec Digital, a world class SEO Agency and PPC AgencyBecome a sponsor: https://wwspodcast.com/pages/sponsorship

In this episode of Tuesday Tea Break Talks, we announce one of the biggest projects we’ve ever launched - the unofficial Shopify Summit 2026.

Our goal is simple but ambitious: to create the largest collection of Shopify-focused content ever released on a single day - completely free for merchants worldwide.

This episode breaks down:

• Why most ecommerce conferences fail to deliver real value• How the Shopify Summit will work differently (fast, practical, on-demand)

• Our goal to build the world’s biggest Shopify content library

• How merchants, brands, agencies and app founders can get involved

We also share the full structure of the summit, including seven dedicated stages:

• Brand stories

• Marketing & sales growth

• Customer retention & lifetime value

• Finance & back office

• Warehouse & logistics

• HR & legal

• Shopify apps showcase

Every stage is designed to give Shopify merchants practical, actionable insights - without the fluff.

Plus, we cover key updates from:

• Yoast — AI brand visibility tracking and Gemini mentions

• Shopify — new category-level return insights to reduce refundsUseful links mentioned in this episode:

• Site Kit by Google integration now available for all Yoast customers (WordPress only) https://yoast.com/yoast-seo-january-7-2026/

• New Track Brand Visibility in Gemini with Yoast AI Brand Insights https://yoast.com/yoast-ai-brand-insights-january-13-2026/

• My latest Search Engine Journal article on agentic commerce and UCP (https://www.searchenginejournal.com/agentic-commerce-what-seos-need-to-consider-acp-ucp/563503/)

If you run a Shopify store or ecommerce brand, this episode explains why the Shopify Summit 2026 could become the most valuable free learning resource in the industry.

📅 Launching September 1st, 2026

🎟️ Free to attend

👉 Sign up now at wwspodcast.com and click Shopify Summit 2026