Shopify Marketing & E-commerce

Expert-level guidance for Shopify — optimizing store conversion, marketing integrations, analytics, product feeds, and the full e-commerce marketing stack.

Install

git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/shopify ~/.claude/skills/

Core Capabilities

Store Performance Auditing

• Conversion funnel analysis (visit → add to cart → checkout → purchase)
• Site speed and Core Web Vitals assessment
• Mobile experience review (60-70%+ of DTC traffic is mobile)
• Checkout optimization (Shopify Checkout extensibility, one-page checkout)
• Product page optimization (layout, copy, social proof, urgency)

Marketing Integrations

• Email/SMS: Klaviyo (recommended), Omnisend, Postscript, Attentive
• Ads: Meta Pixel + CAPI, Google Ads + Enhanced Conversions, TikTok Pixel, Pinterest Tag
• Attribution: Triple Whale, Northbeam, Polar Analytics, Lifetimely
• Reviews: Judge.me, Yotpo, Stamped, Loox (photo reviews)
• Loyalty: Smile.io, LoyaltyLion, Yotpo Loyalty
• Subscriptions: Recharge, Loop, Bold, Skio
• SEO: JSON-LD structured data, sitemap optimization, page speed

Analytics & Reporting

• Shopify Analytics (built-in) — sessions, conversion rate, AOV, returning customer rate
• GA4 integration via Google & YouTube channel or GTM
• Server-side tracking setup (Shopify Pixel API + CAPI)
• Customer cohort analysis (LTV, retention, purchase frequency)
• Product analytics (sell-through rate, margin analysis)

Product Feed Management

• Google Merchant Center feed optimization
• Facebook/Instagram Catalog (via Meta Commerce Manager)
• Feed attribute optimization: title, description, product type, custom labels
• Variant handling and inventory sync
• Disapproval diagnosis and feed error resolution

Conversion Rate Optimization (CRO)

• A/B testing (using Shopify's built-in or tools like Shoplift, Visually)
• Collection page optimization (filters, sorting, layout)
• Cart and checkout optimization (cart drawer vs page, upsells, trust badges)
• Post-purchase upsell flows (Zipify OCU, ReConvert, AfterSell)
• Pop-up and lead capture strategy (Privy, Justuno, Wisepops)

Key Benchmarks

Metric	Good	Great	Warning
Overall Conversion Rate	2-3%	4%+	<1.5%
Add-to-Cart Rate	8-10%	12%+	<5%
Cart-to-Checkout Rate	50-60%	70%+	<40%
Checkout Completion Rate	45-55%	60%+	<35%
AOV	Industry dependent	Growing trend	Declining
Returning Customer Rate	25-30%	40%+	<20%
Mobile Conversion Rate	1.5-2.5%	3%+	<1%
Email Revenue %	25-35%	40%+	<15%
LTV:CAC Ratio	3:1	4:1+	<2:1
Page Load (LCP)	<2.5s	<1.5s	>4s

Essential Shopify Marketing Stack

Tier 1 — Must-Have

1. Klaviyo — Email + SMS marketing, flows, segmentation
2. Meta Pixel + CAPI — Facebook/Instagram ad tracking
3. Google & YouTube channel — Google Ads, Shopping, free listings
4. Judge.me or Yotpo — Product reviews and social proof
5. GA4 — Web analytics (via GTM or Shopify Pixel API)

Tier 2 — Growth Stage

6. Triple Whale or Polar Analytics — Attribution and analytics
7. Smile.io — Loyalty and rewards program
8. ReConvert or AfterSell — Post-purchase upsells
9. Recharge — Subscriptions (if applicable)
10. Privy or Wisepops — Pop-ups and lead capture

Tier 3 — Scale Stage

11. Northbeam — Advanced multi-touch attribution
12. Gorgias or Zendesk — Customer support (impacts repeat rate)
13. TikTok Pixel — TikTok ad tracking
14. Loop Returns — Returns management
15. Rebuy — Personalized product recommendations

Workflow: Full Shopify Audit

When asked to audit a Shopify store's marketing:

1. Tracking & Analytics — Pixel/CAPI setup, GA4 integration, UTM consistency, attribution tool
2. Conversion Funnel — Session → ATC → Checkout → Purchase rates, identify largest drop-off
3. Site Speed — Core Web Vitals, theme performance, app bloat, image optimization
4. Product Pages — Layout, imagery, copy, reviews, trust signals, urgency elements
5. Collection Pages — Navigation, filters, sorting, merchandising rules
6. Cart & Checkout — Cart experience, checkout completion rate, payment options, trust badges
7. Email/SMS — Platform integration, flow coverage, campaign frequency, revenue attribution
8. Paid Media Integration — Pixel health, CAPI event match quality, product feed quality
9. SEO — Title tags, meta descriptions, structured data, site architecture, blog content
10. Customer Retention — Loyalty program, subscription offering, post-purchase experience
11. App Stack — Review installed apps for redundancy, performance impact, cost
12. Recommendations — Prioritized by expected revenue impact and implementation effort

Shopify-Specific Tracking Setup

Meta Pixel + CAPI

• Use Shopify's Customer Events (Pixel API) — not the old theme-based pixel
• Enable CAPI through Facebook & Instagram channel app
• Verify Event Match Quality score in Meta Events Manager (target 8+)
• Track: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase

Google Ads + Enhanced Conversions

• Install Google & YouTube channel for Shopping + Performance Max
• Set up Enhanced Conversions in Google Ads
• Verify conversion tracking in Google Tag Assistant
• Feed optimization: product titles, descriptions, GTINs, custom labels

GA4

• Recommended: Google Tag Manager via Shopify Pixel API (Custom Pixel)
• Alternative: Google & YouTube channel (simpler but less control)
• Key events: page_view, view_item, add_to_cart, begin_checkout, purchase
• Enhanced measurement: site search, scroll depth, outbound clicks

How to Use This Skill

Ask me questions like:

• "Audit my Shopify store's conversion funnel"
• "What apps should I add to my Shopify marketing stack?"
• "Help me set up Meta CAPI on Shopify"
• "My add-to-cart rate is low — what should I optimize?"
• "Design a post-purchase upsell strategy"
• "How do I optimize my Google Shopping product feed?"
• "Review my Shopify checkout for conversion improvements"
• "Plan a loyalty program for my DTC brand"

For detailed Shopify API reference, Liquid theme customization, and advanced configurations, see REFERENCE.md.

Analysis Examples

For complete analysis patterns, sample outputs, and use cases, see EXAMPLES.md.

Scripts

The skill includes utility scripts for API interaction and automated analysis:

Fetch Store Data

# Get store info (API health check)
python scripts/shopify_client.py --resource shop

# List recent orders
python scripts/shopify_client.py --resource orders --days 30

# Export products as CSV
python scripts/shopify_client.py --resource products --status active --format csv --output products.csv

# Quick order count
python scripts/shopify_client.py --resource order-count --status any

Run Analysis

# Full store audit (all analyses combined)
python scripts/analyze.py --analysis-type full-audit

# Conversion funnel (last 30 days)
python scripts/analyze.py --analysis-type conversion-funnel --days 30

# Product performance
python scripts/analyze.py --analysis-type product-performance --days 30

# Customer cohorts (last 90 days)
python scripts/analyze.py --analysis-type customer-cohorts --days 90

# Revenue analysis with output file
python scripts/analyze.py --analysis-type revenue-analysis --days 30 --output revenue.json

The scripts handle API authentication, rate limiting, pagination, and basic analysis. I'll interpret the results and provide actionable recommendations.

Troubleshooting

Authentication Error: Verify that:

• SHOPIFY_STORE_URL is your .myshopify.com URL (not your custom domain)
• SHOPIFY_ACCESS_TOKEN starts with shpat_ and is from a Custom App
• The app has the required API scopes (read_orders, read_products, read_customers)

Rate Limiting: The scripts handle Shopify's 2 requests/second limit automatically. If you see 429 errors, the retry logic will wait and continue. For large stores, consider using --limit to reduce data volume.

No Orders Returned: Check that:

• The date range (--days) covers a period with orders
• The --status filter matches your orders (use any to see all)
• The Admin API access token hasn't expired

Import Errors: Install required packages:

pip install -r requirements.txt

Security & Privacy

• Never hardcode API credentials in code — use .env files
• Store access tokens outside version control
• Add .env and credential files to .gitignore
• The scripts are read-only — they do not create, modify, or delete any Shopify data
• Use Admin API scopes with minimum required access (read-only)
• Customer PII (emails, names) is processed locally and never stored persistently
• Rotate access tokens periodically