These 5 Shopify stores are shining examples of e-commerce customer experience. Here’s how to begin increasing your conversions by following in their footsteps.

The secret to getting higher purchase prices and lower cart abandonment rates lies in prioritizing the ecommerce customer experience. From minimizing clicks and lengthy forms, to offering flexible payment options at checkout, today’s shoppers value the experience more than ever.

You’ve heard it over and over again, millennials and gen Z-ers are “all about experiences.” Even though it might sound counterintuitive, the same generational outlook that causes people to invest in experiences over things can also encourage them to spend more at your Shopify store.

In this article, we’re shining a spotlight on 5 successful Shopify stores that are great examples of ecommerce customer experience. If you want to kick your conversions up a notch, take a tip or two from these 5 ecomm innovators.

1.MVMT: Quick and Easy Shopping Experience

MVMT prides itself on a customer-first approach to luxury watches and accessories by offering lower prices on a wide selection of products. Similarly, their website prioritizes the consumer by speeding you through checkout. Instead of creating an account and filling out multiple pages of information, you can add to cart, checkout as a guest, and express pay or type your info into one simple form. This low-click approach capitalizes on spur-of-the-moment decisions and makes it easier than ever to invest in a new watch that feels as elegant as the shopping experience.

2. Coco and Breezy: Crystal-Clear Return Policy

Glasses can be a big commitment and a significant investment. Coco and Breezy counteracts this inherent problem by offering a friendly return policy. Instead of burying their return information within an FAQ page or in a disclaimer, they post it prominently (complete with illustrations) so that their customers feel at ease and confident in their purchase. This transparency helps to alleviate buyer hesitation and encourage higher spend, even on tricky products like prescription glasses.

3. Storets: All About Options

Storets offers more payment options than your average store, and it’s really paying off for them.

In fact, the most successful online merchants offer shoppers 8+ payment options. Many of today’s top payment solutions lead to increased conversions by relieving the buyer hesitation associated with cash flow problems or credit concerns. One of Storets most flexible options is Klarna Slice it, which allows shoppers to automatically pay for their purchase in 4 interest-free installments, collected bi-weekly. Splitting up payments into 4 smaller interest-free bites makes it easy for Storets customers to say yes to new fashion trends.

4. Kjaer Weis: A Message That Matters

Providing extensive product details within a clean and streamlined webstore is a balancing act that few have mastered; Kjaer Weis is a shining example. Their luxury beauty products include a promise of sustainability and conscientiousness for the modern woman, but unlike many brands that claim to have a cause, Kjaer lives it. Their reusable and refillable products are organic, cruelty-free, and include an alphabetical breakdown of each and every ingredient. All the while, they keep their branding, packaging, and Shopify store sleek, and chic. Kjaer Weis proves that a seamless shopping experience can help express your message, enhance your customer’s overall experience, and build brand loyalty that lasts.

5. Allbirds: Instagram All-Stars

Allbirds has found tremendous success on Instagram, and your customers are browsing products on social media too. Instagram’s new in-app shopping features are proof that more and more shopping journeys are beginning on mobile. In light of this, moving your customers from social to checkout without too many annoying steps needs to be a priority. Allbirds’ shoppable Instagram with Shopify integration instantly takes customers to a product detail page straight from the app. In today’s fast-paced, digital world, it’s essential to capture spontaneous web-based purchasers and lead them through a fast and seamless checkout experience. Working with technology partners that can keep you on top of ecomm’s ever-changing technology can help too.

These brands are living proof that a smooth shopping experience can help you increase your conversions while turning fickle shoppers into brand evangelists.

This article is part of a 4-part series about sustaining and growing your ecomm business in 2019. Insights are brought to you by the ecomm and payments experts at Sellry and Klarna.

Want the full picture? Check out style tips one, two, and three.

You put a lot of work into building and maintaining a strong brand identity. Don’t let a less-than-stellar e-commerce experience send the wrong message to your customers.

This article is part three in the 4-part “Shopify Style Series” powered by Klarna and Sellry.


An antiquated e-commerce experience can damage your company’s name and prevent potential sales. Here’s how to show your customers who you really are through a customized online store that reflects your brand’s hard-earned integrity.

1. Create a Smarter Experience

In fashion, image may be everything, but in fashion e-commerce, user experience is far more important. While you focus on designing a sharp and stylish site, don’t neglect your customer’s journey. No matter how slick your branding is or how great your store looks, a clunky checkout will stop shoppers in their tracks.

With “ecomm-petition” revving up, many retailers are differentiating their brand by investing in new online shopping capabilities driven by consumer demand. And what do your customers expect from your brand? It all boils down to ease of use.

Lengthy forms, mandatory account creations, and multi-step checkout procedures only create hesitation and frustration, which often leads to cart abandonment.

For repeat customers, encountering multiple hurdles for a second is especially annoying. Integrating smart payment technology like one-touch buying, guest checkouts, and auto-fill forms can help take shoppers from browsing to buying, and allow you to treat return buyers as VIPs.  Plus, when you make shopping and checkout short and sweet, you can capitalize on subconscious desire – an essential factor in online fashion purchases.

2. Offer Modern Payment Options

If shoppers don’t see their favorite way to pay, they might reconsider their purchase. That’s why many successful retail companies, from H&M to TopShop and Asos, are using flexible payment options as a way to differentiate their brand while adding value for their customers.

In fact, giving shoppers more payment options has been shown to increase conversions and build positive brand associations. A recent study showed that 44% more purchases were made due to the availability of Klarna at checkout alone. Try Before You Buy and interest-free installment options are two of the most popular, and successful, new payment methods.

Offering as many payment options as possible builds trust and credibility while encouraging higher spend. Plus, with the right partner, these modern options work seamlessly for customers and retailers alike, making payments fast, intuitive, and risk-free.

3. Rethink Returns

We’ve talked a lot about returns thus far in this series, and there’s a good reason for it. Returns aren’t easy – it costs a lot to pay for shipping, and with customers frequently trying to game the system, it’s hard to maintain an easy and free policy. According to recent research, the #1 reason for cart abandonment among American shoppers was that “the retailer did not have a decent return policy.” As it applies to customization and branding, prioritizing your return policy can really set you apart from the pack.

Your customers look to you for honesty and transparency at every stage of their shopping journey, and trust goes a long way toward brand loyalty, word-of-mouth recommendations and of course, repeat purchases. But an unclear or unreasonable return policy can upend all the hard work you’ve done to build their trust. Creating a simple and direct policy, and letting shoppers know items can be returned or exchanged is an effective way to decrease cart abandonment overall.

4. Personalize Everything

Personalized shopping and curated fashion sites have proven time and again that customization resonates with today’s buyer.  Taking this same approach to your e-commerce experience is an investment you can bet on.

If you apply the same creative and customized methodology to your checkout as you do to your products and services, you can transform your ecomm experience into something unique, effective, and worthy of your brand’s name.


This article is part of a 4-part series about sustaining and growing your ecommbusiness in 2019. Insights are brought to you by the ecomm and payments experts at Sellry and Klarna.

Ditched the mall for online shopping? You’re not alone. But even though 80% of Americans shop online, our relationship with eCommerce is far from perfect. Enter: try before you buy.


This article is part two in the 4-part “Shopify Style Series” powered by Klarna and SellryRead the first part here.


Try before you buy is a relatively new ecomm phenomenon that helps retailers’ improve the overall online shopping experience by encouraging shoppers to test drive items before they commit to purchase. Here’s why it works wonders for both you and your customers.

1.Try Before You Buy Eliminates Risk

Unsurprisingly, 43% of American shoppers have reported feeling frustrated by the lack of product details available online. And even if the measurements, materials, and fit are displayed loud and clear on your site, there is still no guarantee that the garment or product will meet your shoppers’ expectations “IRL”. Offering the option to pay later virtually eliminates the limitations of the online world, turning your customers’ home into a dressing room (minus the weird fluorescent lighting).


And for the retailer? Today’s top flexible payment options always pay you right away, even if the shopper is late or defaults on their payments. By working with a third-party payment provider, retailers can rest assured that they are protected just as well as their customers.

2. Fast and Easy for Shoppers

Try before you buy only requires a few simple details in order to complete a purchase. And the faster the checkout, the lower the risk of cart abandonment. Implementing this innovative payment option has the power to alter the customer mindset, encouraging them to add more items to their cart, without stressing about buyer’s remorse.  Pick, click, done!

3. Makes Returns a Breeze

Bad return experiences that take too long, cost too much, require action within a short window of time, or (worst of all) force online shoppers to go to a physical store have scared people away from buying large-ticket items online. Try before you buy removes one of the biggest checkout hurdles of all–the dreaded return. When trust is broken by an unclear or unfair return policy, it’s hard to repair it. Offering more flexible payment options can help your customers, even lapsed ones, take a chance on you. And that chance could pay off big time.

4. Proven to Increase Conversions

Speaking of paying off, savvy online retailers like Warby Parker and Zappos have found tremendous success by encouraging customers to order first and pay later. Research shows that when customers are put in control of their shopping experience, the chance of conversion increased sales goes up. In fact, in a survey of 2,000 consumers from Klarna and Retail Connect, 71% said they would consider ordering goods and paying for them after they were delivered (and only if they decided to keep them), while 72% said they would consider ordering goods and paying for them later. Bottom line, the more flexible you are, the more confident your customer feels.

5. Helps Bridge the Gap Between Online and In-Store


We may be spending more time online than we do in stores, but that doesn’t mean that online shopping has completely replaced the brick-and-mortar experience. It has, of course, changed it. Today’s customers demand synchronicity between your site and your store.  Recreating a comfortable “in-store” experience at home shows customers that you are adapting and evolving to their preferences in order to deliver the best possible customer experience, no matter what the future holds.


Including a try before you buy option on your checkout page builds trust and boosts sales by putting the control back into your customer’s hands, all at no risk to you.


This article is part of a 4-part series about sustaining and growing your ecomm business in 2019. Insights are brought to you by the ecomm and payments experts at Sellry, Klarna, and Shopify.

Wondering how to increase conversion rates? Learn how to convert more shoppers and build brand loyalty by delivering on the five things that customers want most.

This article is the first part of the “Shopify Style Series” powered by Klarna and Sellry.


Attracting more shoppers is always in style. But how do you increase your conversion rate once they’re on your site? The best way to avoid abandoned carts is to pay attention to consumer preferences. After all, when you give the customer what they want, they’re less likely to go elsewhere.

Since today’s digital world makes data collection easier than ever, consumer demands are no longer difficult to pinpoint. The only mystery left is…why aren’t all online retailers delivering on those preferences?

With so many new features and technologies becoming available on Shopify, it can be hard to determine which ones are truly worth the investment. That’s where we come in. By focusing your energy on the following areas, you can move the needle forward on conversions while building brand loyalty at the same time.

1. Harmony In-Store and Online

Today’s most successful retailers have dedicated entire teams to the omnichannel experience. Why? Because despite what you may have heard, people still love shopping at brick-and-mortar stores. In fact, 60 percent of shoppers are using their mobile devices to help them shop while inside the store. That means synchronicity between your site and your store is more important than ever.

For example, if a customer visits your store to try something on but is unable to purchase it later from their phone or computer– the magic is broken and the sale is lost. Make sure that your technology tracks inventory across all possible channels and allows for easy, pain-free purchases in person and online.

2. More Payment Options than Ever

Today’s shoppers are used to having multiple choices, and if they don’t see their go-to payment method on your site, they might end up looking elsewhere. The most successful online merchants offer shoppers 8+ payment methods (yes, really!). These include payment solutions that allow shoppers to finance items over time, split their purchase into interest-free installments, or even order items and try them on before paying at all.

And before you get nervous about the risk involved with these features, some solutions actually take on the risk for you, making it possible to offer flexible payment options while still getting paid upfront. For merchants and customers alike, technology like this is a win-win.

3. Frictionless Shopping

Raise your hand if you love filling out forms! Everybody wants their shopping journey to be fast and easy, and nothing slows you down more than typing out your credit card number, address, and password over and over again.

And no, this is not just anecdotal. According to the 2018 Checkout Conversion Index, auto-fill “had a particularly profound effect on merchants’ checkout processes.” A one-click login option, or even an auto-filled billing address, can speed up your checkout and create a positive impression of your online shop. The easier it is to buy, the higher your conversation rate will be.

4. Exceptional Customer Service Around the Clock

Few things are more annoying than running into an issue and not being able to find help, and because of this, few things hurt conversion rates more. Today’s customers expect 24/7 online support, and if they don’t get it, they might leave your site upset and angry, or worse, they might just forget you. When a shopper can’t find what they’re looking for, they’ll go somewhere else to find it, costing brands not only a conversion but the ability to hook a repeat customer.

Don’t let frustration ruin your reputation. Invest in the best customer service support, including a quick-and-easy online chat option. Good customer service can transform a bad experience into a great one. Simply being there for your customer goes a long way toward brand loyalty and repeat sales.

5. Pain-Free Returns

No matter how easy your checkout is, an unclear or unreasonable return policy will still cause customers to abandon their carts. Your customer hasn’t even seen the product in person yet, so why should they commit to owning it? Retailers who acknowledge and plan for this inherent risk by offering free and easy returns are rewarded with higher purchases and less cart abandonment overall. The more confident your customer feels about your policies, the less likely they are to abandon their cart.

Increasing conversions isn’t as hard as it seems. All it takes are the right technology partners (and Shopify has a lot) in order to transform your shoppers’ most important preferences into tangible ecommerce solutions. Customers who get what they want when they want it will always come back for more.


This article is part of a 4-part series about sustaining and growing your ecomm business in 2019. Insights are brought to you by the ecomm and payments experts at SellryKlarna, and Shopify

When you first started your business, it was probably a roller coaster of ups and downs…good, bad, terrible and bad again. Honestly, it can feel crazy–we know. But it can also give that adrenaline rush that makes you so productive, and it’s new. The whole process is challenging and exhausting, but also exciting!

You most likely sailed through all of this due to your adrenaline pumping; due to the novelty, and due to your determination that your work would produce profitable results. However, once your business was up and running and on track for steady profitability, you may have found your motivation and drive fading away.

Why is it that once we “get the ball rolling”–I.E. the money is coming in–that we become bored, less than passionate, stale?  While you have the money, more than money needs to be in place to keep up your love of the work.

Here are some ways to get your motivation up and running:


You probably talked to many advisers, peers and industry experts when you were in the dreamy early phase of setting up your company. If you’re like most business founders, you got busy and stopped having the time to interact with these early influencers. Those who have been down the path you are on are not only invaluable for  their wisdom gained through experience but also their encouragement.  They are a shoulder to lean on, a friend who gets the crap you’re going through and stream of new perspective and ideas.


If you don’t come up for air you will sink. Stop and really assess how you are spending your work time.  Identify or ask for help identifying time saps; tasks you can delegate and activities you can drop — even if it’s only one. And make sure not to jump on other new difficult tasks that could be delegated. Instead look for creative outlets. Studies find that having a creative outlet is correlated to boosted work performance.


If you’re too tired to think, too booked to enjoy, money alone is not going to do much for you.  Delegate, drop, or streamline any process, system, to-do list, task etc that is in your power to simplify. If you need help doing so, get it.

We recommend outsourcing processes that do not need your direct involvement–this can also save cash as it can be less expensive than hiring an employee. Other time savers you can include are using Amazon for your product fulfillment, signing up for automated book – keeping or getting a virtual assistant.  Note that it is the tedious, repetitive tasks that are ideally delegated or outsourced; you do not want to hand over the reins of your business to someone else.


Remember when you first started how every achievement called for a celebration? Acknowledging and getting excited about what you accomplish revs you up to produce more and better.  Take larger goals for your business and break them down into smaller daily or weekly tasks that you can and will actually do. Then, as you complete them, acknowledge that you are making progress and enjoy that– maybe even throw a party.


Day in day out same-o same-o.  Bored to death? Any innovation in your business can bring back the same zeal and enthusiasm you had when you first started out.  It is your business– go for it!  Try a new product line, shake things up a bit. Have fun! Why not go one step further and identify a new niche? If you have a clothing business, try including fashion accessories. If you have web design firm, you may want to branch out into social media management.

The Clincher: Take Responsibility for Your Experience

Treat yourself as an employee

Employees have a pay check to look forward to, they are also expected to work for the hours originally agreed upon and are often compensated for over time. While being a business owner does not always allow the same perks, it is your job to set in place rewards and boundaries for yourself.

Cultivate Joy!

Take some time and engage in the components of your company that actually interest you: Hang with your team or even your customers.  Test a trending marketing tactic.  Vamp up one of your products. Take time to remember why you started in the first place and remember how far you have come.  Most importantly take some time for yourself.  Pick up that hobby you dropped, do something crazy.  Catch up on sleep– chill.  Tending ourselves recharges us and goes a long way in producing momentum and results in our companies.
Yes, maintaining your books and going through employee performance reports is important. However, doing nothing but the daily grind is sure to leave you disinterested– just like in a relationship. Want your engine to rev? Take the time to fuel up.

Organic traffic to your website is what comes in naturally, as opposed to ‘inorganic’ where you pay for it. For increasing organic search traffic, there is only one way – you need to rank higher. And this is how it can be done:

Does your website have all the right keywords?

You might think you do, but there might be terms that you have missed out on entirely. The best way to find out is look for what other terms or keywords users search for, in addition to those that you already have on your website. For instance, your site might be optimized for ‘marketing agency’, but this kind of keyword research might also throw light on the fact that those who search for this term also tend to search for ‘digital media agency’ and ‘online marketing agency’.

After you figure this out, your website needs to be optimized for them. Keyword stuffing is a strict no-no, so you would have to insert them subtly, as if there occur naturally in the copy on your pages – Google rewards a natural style of writing. A good content writer can help you out with this.

Long-tail keywords: Apart from making the most use of your keyword research, long-tail keywords like ‘marketing agency in San Francisco, California’ helps. Google doesn’t make a note of the preposition, but it does record ‘marketing agency’ and ‘San Francisco’. Too much repetition of a single long-tail keyword is a dead giveaway, so also try ‘marketing agency in the Bay Area’. It also helps if you can manage to insert other location-based long-tail keywords like ‘marketing agencies in the United States’. This could be part of a longer sentence, such as ‘Sea Green Marketing Solutions has grown to become one of the best marketing agencies in the United States.’

Regular Articles

Every change you make on the internet is noticed by Google. The search engine constantly crawls the web looking for fresh content. It would be hard to keep changing the design/content of your website regularly, so what you could do is have a blog section and post an article every now and then. Although the recommended frequency is once a week, it could also be once in two weeks, once in three weeks; or once in a month, depending on the industry sector you are in.

What you should absolutely take care to ensure is that everything you post adds value in some way. It doesn’t have to be about your product as long as it’s relevant to your buyers. There is no point in putting up articles that read like advertisements for your organization or service. Try to have ‘informational’ blog articles – these also generate a lot of traffic when they are shared on social media (people love experts who share their knowledge for free), and because Google also looks at social media activity, your web site is bound to be ranked higher, bringing in even more visitors.

Have a video

Video is the most consumed form of content online. Websites with videos tend to be ranked higher, because people stay longer on the pages to watch the video, which is an indicator of the website being ‘more interesting’. The world’s premier search engine is increasingly becoming more human-like, and so it would be wise to have a video. A well-shot promotional video is good – and you needn’t hire a camera crew, it could be done on your iPhone and edited down. If the video is too long, people lose interest midway – the average attention span for humans is only eight seconds.

A longer video is great, but only if it is a ‘how-to’ video that explains how users can do something themselves. This too contributes to a higher search engine ranking because of its informational content (users stay longer on your page to watch it). Just try not to have this on your homepage. Once people are committed to exploring your website they’re much more likely to invest time in watching a longer form video.

Say no to black hat SEO

These are techniques that are intended to fool Google into giving you a higher ranking. They might be temporarily successful, but Google constantly keeps updating its search algorithm, so once you are ‘blacklisted’, it might be hard to climb out of the hole, no matter what you do.

Too many websites shoot only to please Google. Including crucial keywords and attractive content to rank higher is essential for good organic traffic generation, but focusing on your customer’s experience is most important. Google’s algorithm is constantly updated in attempt to favor the consumer more and more. If you create good content for your consumers with a mindfulness of Google’s current trends, you’re sure to grow your organic traffic.

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To increase sales on your e-commerce site, there’s a number of different things you can do. The main keys are A. Bring in new buyers B. Bring back previous buyers C. Closing the sale. Crafting a satisfying customer experience helps decrease your cart abandonment (closing the sale) and it will add incentive to bring back previous buyers. Your customer experience should be where you start to better serve your current and future customers. There are five stages that go into creating the ultimate user experience.

1. The customer needs to be guided to your site

This is done through advertising, which can be online or through word-of- mouth. A satisfied customer is your best advertiser – he/she would gladly recommend your website to others, and without hesitation. Rarely do people talk positively, even if they had a good experience. As customers, they feel they are entitled to it, and this is not without good reason – it is their hard-earned money that they are spending on your site after all. So the trick is not to create a ‘good’ customer experience, but an ‘awesome’ one that will leave them raving about it on social media. But to get to this point, you need to have customers in the first place. If you haven’t that many customers, then you need to focus on maximizing the yields on your marketing spend. Do the pop-ups link correctly? A review (and complete overhaul) of your marketing strategy might be in order if the marketing ROI (Returns On Investment) is low at present. There are always alternate avenues of advertising, and newer demographics to market your site. Explore all your options before arriving at what is best for your site.

2. The customer needs to feel comfortable just looking around

The user interface needs to be easy to use. Too often, when a user searches for something, multiple products are shown. Although they have thumbnail pictures, these have truncated product headlines, forcing visitors to click on them. After looking through 2-3 product pages and being disappointed with it not meeting their requirements, they leave. It can be extremely difficult to get them to come again. Metrics like bounce rate and exit rate can tell you how many visitors you are losing every day

  • Tip: Take a look at the design of your site and see if it needs to be changed.

3. The customer needs to find something that suits his/her needs

This is most important. After all, he/she is there to buy and not simply look around. You gain absolutely nothing if the visit doesn’t end in a sale.

Why are people visiting your site and not buying?

Are the rates higher than your competitors? If yes, you might want to consider reducing them to make them more competitive, provided they are utilitarian and not in the luxury segment. If your e-commerce site sells luxury items, you might need to have better (read well-taken) product photographs, and more enticing product descriptions. An expert can tell you if they are visiting your site from a search engine, and what keywords they queried for. Why this is important is you need to know if they came to your site looking for something which you do not sell. If it is out of stock, you need to remove the listing; otherwise you need to figure out how exactly your site showed up in the search results for those particular keywords. The chances are it is due to some dated content somewhere which hasn’t been removed. You would need to clean up your site.

  • Have you entrusted your marketing to a third party who bid on these keywords? If yes, you lose money for every click – and make nothing in the process.

4. The customer must have an extremely easy time at checkout

This is the most important part of the sale. If they are having a hard time at checkout (did you know that the most commonly cited reasons for shopping cart abandonment are technical reasons, like being timed out or the transaction taking too long to process?), they leave, never to return. No one who came with the intention of buying from you deserves to be treated this way. Analytics can tell you if they tried to make a purchase, and if this is happening to a lot of customers, you need to set things right.

5. The customer should be contacted later, to elicit feedback

If the sale was successful, you need to follow up with an email along the lines of “Thanks for shopping with us. Is there anything we can do to make your experience better the next time?”. If it was unsuccessful, shopping cart abandonment emails can help recapture some of the lost sales, but keep in mind they might not yield any significant results if checkout difficulties remain.

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