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Industry · eCommerce & D2C
The marketplace gets the first look. Win the decision anyway.
How do shoppers choose an online store now?Copy answer
Shoppers increasingly discover products on marketplaces, shopping tabs and AI shopping answers rather than on a brand's own category pages. They choose on product data and the offer: complete specifications, clear delivery and returns, visible reviews and a quick answer to the last question before buying. Stores that supply those details get included; the rest are compared out.
Pick your category for the version written for your shoppers: what they type, where they compare, and the three places a good store usually loses the order.
01 · Pick your category
Eight categories. Eight different shoppers.
Each playbook follows one kind of shopper from the first search to the order, then lays out the five moves we'd make first. Every one is free to read.
Fit, sizing and returns questions decide the purchase — answer them on the product page.
Read the playbook Beauty & cosmeticsIngredient and skin-concern queries are where discovery happens, not brand terms.
Read the playbook Home & furnitureHigh consideration, long tail. Room, style and dimension pages carry the demand.
Read the playbook ElectronicsSpecification comparison is where you either appear or lose to a marketplace.
Read the playbook Health supplementsYMYL scrutiny applies. Claims need sourcing or the whole domain suffers.
Read the playbook Pet suppliesBreed, age and condition combinations are enormous long-tail territory most stores ignore.
Read the playbook JewelleryOccasion and gifting intent peaks hard and briefly — the pages must exist before the peak.
Read the playbook Subscription boxesRetention economics mean the first ninety days matter more than the acquisition cost.
Read the playbook02 · How shoppers choose
Discovered on a marketplace, decided on product data and offer.
Marketplaces and AI shopping surfaces are absorbing the discovery step that used to land on your category pages. Shoppers compare listings side by side, read the delivery and returns terms, ask one question on chat or WhatsApp and buy from whoever answered it clearly.
The three moves we'd make first
Product claims are where online stores get into trouble. We check claims against their source and the advertising, labelling and consumer rules that apply in your market, never invent reviews or ratings, and your team approves every claim before it goes live.
03 · Where we start
The services online stores need first.
Most online stores need these four working together before anything else. Each category playbook adds what its shoppers need on top.
Template-driven page surfaces at real scale — built to be genuinely useful rather than thin.
Read more SEO ServicesTechnical, on-page and off-page SEO built on entity and topic architecture — so you rank in Google and get retrieved by AI answer engines from the same work.
Read more SEM & Paid AdsGoogle Ads, Meta, LinkedIn and programmatic managed to revenue rather than clicks, with AI-assisted creative testing.
Read more Conversion OptimisationLanding pages, funnels and forms tested continuously so the traffic you already pay for returns more.
Read moreIncluded with every plan
A free 5-page website for online stores.
Portals and marketplaces own the first click. Your own site is where the name search, the repeat customer and the direct enquiry should land.
- 5 pages, your choiceHome, About, Services, Key service, Contact
- Live in 48 hoursFrom the launch checklist
- AI-readableSchema, sitemap and llms.txt built in
- Yours to keepDomain and hosting in your name
Free with any monthly plan from $499. Domain, hosting and paid tools are bought by you and stay in your name; shops and booking systems are quoted separately. The 48-hour clock starts once your plan is active and the launch checklist is done.
Questions online stores ask
Straight answers, no sales script.
If yours isn't here, a 30-minute call is the fastest route. No pitch, no deck.
Book a 30-minute callDo we still need our own store if we sell on marketplaces?
Usually yes. Marketplaces catch shoppers who search there first, but your own store keeps the customer relationship, the margin and the repeat order. The aim is for your own pages to answer fit, specs, delivery and returns at least as well as your best marketplace listing.
Which playbook should I read first?
The one for your main category. If you sell across several, start with the one that brings the most revenue, then the one with the most returns or abandoned carts. The free audit tells you where the biggest leak is.
What is programmatic SEO, and is it safe for a store?
It means generating many useful pages — by use case, size, occasion or need — from your catalogue and real search demand. It's safe when each page has enough distinct products and information to be worth visiting. Our quality gates stop thin or duplicate pages going live.
Do you write product claims and reviews?
We write product copy and check claims against their sources and the rules in your market. We never write or invent reviews, ratings or test results. Reviews should come from verified buyers.
How long before a store notices a difference?
Feed, product-page and reply-time fixes often show within weeks because they plug existing leaks. New category and use-case pages usually take a few months to rank, depending on competition and season. We don't guarantee rankings or sales.
Is the website really free?
Yes. Every monthly plan includes a free 5-page website for your business — fast, AI-readable and yours to keep. It goes live within 48 hours once your plan is active and the launch checklist is done. Your domain, hosting and any paid tools sit outside the offer and stay in your name; online shops and booking systems are quoted separately. What's included
Free · one business day
Shop your own store the way a stranger would.
We'll check your product data and feed, your delivery, returns and claims, and how fast a pre-sale question gets answered, then send you what we found. You keep the findings either way.
- Reply in 1 business dayFrom a strategist, not a bot
- Free 5-page websiteIncluded with any plan
- Never sold or sharedYour details stay with us
Prefer a call? Book an AI growth call
Social presence
Shoppers discover products in Reels, Shorts and unboxings, check reviews and comments, then ask one question by DM or WhatsApp and buy from whoever answered it.
Social Media Marketing