Introduction

This white paper presents a comprehensive analysis of 1,000 small Shopify merchants from the Tokuhn network between December 2023 and September 2024. All merchants in this cohort are considered small businesses, each carrying 500 or fewer SKUs. The average number of SKUs per merchant is 92, with a maximum of 505 and a minimum of 1. This context is crucial as it reflects the challenges and dynamics specific to small-scale e-commerce operations.

TL;DR

Merchants who did not significantly change their pricing had the lowest survival rate among the cohort studied. In contrast, merchants who lowered prices had a higher survival rate (94.3%) compared to those who raised prices (88.3%). This indicates that strategically adjusting prices - either increasing or decreasing - on a significant portion of inventory increased the likelihood of remaining operational between December 2023 and September 2024. Electronics merchants demonstrated remarkable resilience with a 100% survival rate, while merchants in fashion and food categories experienced the highest churn and lowest survival rates (around 86%).

These findings underscore the importance of adopting dynamic pricing strategies, managing SKU turnover effectively, and tailoring approaches based on specific product categories to successfully navigate the volatile e-commerce landscape, especially for small merchants with limited inventories.

Top 5 Strategic Questions for Shopify Merchants

First, is my pricing strategy responsive to market conditions? Frequently adjusting prices to reflect demand, seasonality, and competition is crucial. Merchants who did not significantly change their pricing had the lowest survival rates, while those who strategically adjusted prices - either increasing or decreasing - experienced higher survival rates.

Second, am I managing SKU turnover effectively within my limited inventory? Assessing how often you introduce new products or discontinue old ones is essential. For small merchants with an average of 92 SKUs, high SKU turnover (over 50%) is linked to lower survival rates. Balancing new introductions with existing successful products is key to avoiding unnecessary volatility.

Third, am I proactively managing risks inherent in my product category? While changing product categories may not be feasible, recognizing the inherent risks is crucial. If you operate in higher-risk categories like fashion or food, it's important to be more diligent than the average merchant in making adjustments. This includes implementing dynamic pricing, closely monitoring trends, and managing inventory carefully to mitigate volatility.

Fourth, how do I balance core products versus trendy items within a limited SKU range? Avoiding over-reliance on short-lived, trendy items is important, especially when your total SKU count is limited. Maintaining a stable core product line while responding to seasonal demand is essential in high-risk categories.

Fifth, do I have a clear pricing rationale tailored to my business size? Adjusting prices based on data and strategic considerations leads to higher survival rates. For small merchants with fewer SKUs, each pricing decision can have a significant impact on overall performance. Merchants who changed prices significantly had better outcomes than those who kept prices stagnant.

Top 5 and Bottom 5 Categories by Merchant Survival Rate

The following categories represent the highest and lowest merchant survival rates among small merchants.

Category	Merchant Survival Rate
Top 5 Best Categories
Electronics/Accessories & Supplies	100%
Electronics/Camera & Photo	100%
Electronics/Cell Phones & Accessories	100%
Electronics/Computers & Accessories	100%
Electronics/Car & Vehicle Electronics	100%
Bottom 5 Worst Categories
Men's Apparel/Tops	85.97%
Men's Apparel/Bottoms	86.12%
Food/Pantry Oils & Vinegars	86.17%
Food/Pantry Condiments	87.62%
Little Ones/Toys/Learning	90.10%

Section 1: Impact of Pricing Strategies on Merchant Survival

1.1 Merchants Who Did Not Significantly Change Prices

Small merchants who maintained static pricing across their limited inventory had the lowest survival rates. The failure to adjust prices in response to market conditions may lead to decreased competitiveness and higher risks of business closure.

1.2 Merchants Who Lowered Prices

Merchants who strategically lowered prices on a significant portion of their inventory achieved a higher survival rate of 94.3%. Price reductions can have a substantial impact on stimulating demand and attracting cost-conscious consumers.

1.3 Merchants Who Raised Prices

Those who raised prices on a significant portion of their products had a survival rate of 88.3%. Strategic price increases can enhance profit margins without severely impacting sales volume.

Section 2: Product Churn Analysis

2.1 Overall Product Churn Trends

Across the 1,000 small merchants, 40% of all products were discontinued by September 2024. The churn was higher in fashion (44%) compared to non-fashion categories (38%). For merchants with an average of 92 SKUs, this level of churn represents a significant portion of their inventory.

2.2 Impact of Price Changes on Product Churn

Price adjustments significantly affected product churn rates. Products that underwent price changes, whether increases or decreases, had lower churn rates and better inventory retention. In contrast, products with no price change experienced higher churn, indicating that lack of price responsiveness contributes to product discontinuation.

Section 3: Merchant Stability and Growth

3.1 Proactive Risk Management in High-Risk Categories

For small merchants in higher-risk categories like fashion and food, being more diligent is crucial. Strategies include dynamic pricing, trend monitoring, and careful inventory management to mitigate volatility. Staying agile and responsive helps in coping with the rapid changes characteristic of these markets.

3.2 SKU Turnover and Business Implications

High SKU turnover (over 50%) was associated with a survival rate drop to 70.7%. Excessive churn strains limited resources and can confuse customers. Conversely, moderate SKU turnover (0-50%) maintained a 100% survival rate. Balancing new product introductions with existing products is critical for small merchants operating with a limited number of SKUs.

Section 4: Strategic Recommendations

4.1 Implement Dynamic Pricing Strategies

Small merchants should regularly review and adjust prices to reflect market conditions. Proactive pricing enhances competitiveness and customer perception. Given the limited inventory, each pricing decision can significantly impact overall business performance.

4.2 Diligent Management in High-Risk Categories

Merchants in higher-risk categories should stay agile, enhance market research, and optimize operations to reduce risks associated with limited inventories. This includes closely monitoring industry trends and being prepared to make swift adjustments.

4.3 Balance SKU Turnover

Aim for moderate SKU turnover to keep offerings fresh without overwhelming operations or customers. This balance helps maintain customer interest while managing resources effectively.

Key Findings

Merchant Size and Inventory Context

All merchants in the study are small businesses with 500 or fewer SKUs, averaging 92 SKUs. The SKU counts range from a minimum of 1 to a maximum of 505. This limited inventory size amplifies the impact of pricing strategies, SKU turnover, and inventory management on merchant survivability.

Merchants Who Did Not Change Prices Had the Lowest Survival Rates

Merchants who did not significantly change their pricing strategy experienced the lowest survival rates. For small merchants, the lack of price adjustments may indicate a failure to respond to market dynamics, leading to decreased competitiveness and higher risk of discontinuation.

Higher Survival Rates for Merchants Who Adjusted Prices

Merchants who adjusted their prices on a significant portion of their inventory fared better. Those who lowered prices had a survival rate of 94.3%, while those who raised prices had a survival rate of 88.3%. This suggests that proactive pricing strategies enhanced the likelihood of survival, especially important for small merchants where each product carries more weight in overall performance.

Pricing Strategy Matters

Dynamic pricing strategies contribute positively to merchant survivability. Lowering prices can increase sales volume and improve competitive positioning. Raising prices can enhance profit margins or reflect perceived value enhancements. Both strategies, when applied thoughtfully, can benefit small merchants significantly.

High Product Churn in Fashion and Food Categories

Merchants in fashion and food categories experienced higher product churn and lower survival rates (around 86%), highlighting the volatility in these markets. For small merchants with limited SKUs, constantly changing consumer preferences necessitate agile strategies and diligent management.

Merchant Stability by Category

Electronics merchants exhibited a 100% survival rate, reflecting stability and consistent demand, which is advantageous for small merchants. In contrast, fashion and food merchants had lower survival rates, indicating the need for more proactive strategies to cope with market volatility inherent in these categories.

Conclusion

Dynamic pricing and strategic inventory management are crucial for the survival of small Shopify merchants. Those who proactively adjust prices and maintain a balanced SKU turnover significantly increase their chances of success. By tailoring strategies to their specific product categories and remaining agile in volatile markets, small merchants can navigate the competitive e-commerce landscape more effectively and position themselves for sustainable growth.

TLDR

Coalition gift cards provide a flexible and engaging shopping experience across a network of merchants, encouraging customers to explore new products and stores. For merchants, these cards serve as a strategic tool for retaining revenue, enhancing customer engagement, and fostering a collaborative community.

Introduction

Traditional gift cards limit customers to a single merchant, restricting their shopping options. Coalition gift cards, however, offer a versatile solution that benefits both customers and merchants by providing a more dynamic shopping experience and encouraging merchant collaboration. According to a 2021 study by CivicScience, gift card spending has seen consistent growth, with 62% of consumers purchasing gift cards during the holiday season (source).

This white paper explores how coalition gift cards drive revenue, enhance customer experience, and support community building among merchants.

The Value of Coalition Gift Cards for Customers

1. Flexibility and Choice

Enhanced Shopping Freedom: Coalition gift cards allow customers to choose from a variety of products across multiple merchants. A study by Fiserv (formerly First Data) found that 72% of consumers prefer gift cards that can be used at multiple locations (source).

Increased Perceived Value: Coalition gift cards are seen as more valuable because they offer customers a broader shopping selection, making them an appealing gift option for various occasions. Research from the Gift Card & Voucher Association (GCVA) indicates that multi-store gift cards are perceived as having a higher value by consumers (source).

2. Discovery of New Merchants

Cross-Merchant Exploration: Encourages customers to discover new and niche merchants within the network, driving traffic and engagement across the coalition. A survey by BigCommerce found that 61% of consumers are likely to try new brands when given the opportunity (source).

Supporting Small Businesses: Allows customers to support small businesses by spreading their spending across multiple merchants. In a survey by Intuit QuickBooks, 83% of consumers reported they prefer to support small businesses whenever possible (source).

3. Enhanced Customer Experience

Seamless Shopping Journey: Offers a unified shopping experience across the network, eliminating the need to manage multiple gift cards. According to PwC's Global Consumer Insights Survey 2019, 73% of consumers cite experience as an important factor in their purchasing decisions (source).

Flexibility in Returns: Provides an attractive alternative to cash refunds, allowing customers to receive their refund in coalition gift card credit, which they can use across the network. The National Retail Federation (NRF) suggests that clear and customer-friendly return policies are a significant driver of customer loyalty (source).

The Value of Coalition Gift Cards for Merchants

1. Revenue Retention

Alternative to Cash Refunds: Helps retain revenue by offering coalition gift cards as an alternative to cash refunds, appealing to customers who value flexibility. According to Shopify, offering store credit instead of cash refunds can retain up to 30% of revenue that would otherwise be lost (source).

Reduced Impact of Returns: Keeps funds within the network even when a refund is issued, benefiting other merchants and maintaining economic activity within the coalition. A report from the Centre for Retail Research suggests that collaborative strategies like coalition gift cards can help reduce the negative impact of returns on retailers (placeholder for "source").

2. Increased Customer Lifetime Value (CLV)

Encouraging Repeat Purchases: Incentivizes customers to return to the network, boosting the CLV for participating merchants. Data from Bain & Company shows that increasing customer retention rates by just 5% can increase profits by 25% to 95% (source).

Cross-Promotion Opportunities: Drives traffic and repeat purchases across the coalition through cross-promotion, enhancing the overall CLV. A study by Yotpo found that 60% of consumers make repeat purchases when they are aware of cross-promotional offers (source).

3. Enhanced Collaboration and Community Building

Collective Marketing Power: Creates a sense of community among merchants, enhancing the network's visibility and attracting customers interested in a diverse shopping experience. According to an Accenture study, 91% of consumers are more likely to shop with brands that provide offers and recommendations that are relevant to them (source).

Unified Customer Engagement: Encourages collaborative promotions, offering joint deals or bonuses to strengthen the network's appeal. Research from McKinsey & Company indicates that collaborative marketing strategies can increase customer engagement by up to 50% (source).

Case Studies and Scenarios

Boosting Holiday Sales

A promotion offering an extra 10% value on coalition gift cards during the holiday season boosts sales and encourages spending across the network. Gallup reports that 56% of holiday shoppers plan to purchase gift cards as gifts (source).

Managing Returns Strategically

A customer returns a high-ticket item and receives a coalition gift card, which they use across multiple merchants, keeping the revenue within the network. A 2023 Retail Dive study found that 68% of consumers are more likely to accept store credit over cash if it offers added value (source).

Cross-Merchant Promotions

Merchants offer a limited-time bonus where customers earn extra tokens for using their coalition gift card at multiple merchants, driving cross-shopping behavior. A 2022 report by ScienceDirect indicates that 89% of consumers are influenced by loyalty programs when choosing where to shop (source).

Conclusion

Coalition gift cards offer a compelling alternative to traditional gift cards by providing customers with greater flexibility and encouraging cross-merchant engagement. They serve as a strategic tool for merchants to retain revenue, increase CLV, and foster a collaborative community. By adopting coalition gift cards, merchants can create a more interconnected and resilient network.

Sources

• CivicScience: The Year of the Gift Card
• Fiserv: 2018 Prepaid Gift Card Consumer Insights Study
• Gift Card & Voucher Association: Growth of Multi-Brand Gift Cards
• BigCommerce: eCommerce Trends
• Intuit QuickBooks: Holiday Shopping Survey 2023
• PwC: Global Consumer Insights Survey 2019
• National Retail Federation: Returns Happen 2022
• Shopify: eCommerce Returns
• Bain & Company: The Economics of Loyalty
• Yotpo: The State of Customer Loyalty and Retention 2023
• Accenture: Widening Gap Between Consumer Expectations and Reality
• McKinsey & Company: Collaborative Marketing Strategies
• Gallup: Shoppers Plan to Buy Gift Cards this Holiday Season
• Retail Dive: Online Shopper Returns Behavior
• ScienceDirect: Influence of Loyalty Programs on Consumer Behavior

TL;DR

Black Friday and Cyber Monday (BFCM) can account for up to 50% of annual revenue for many merchants, but high return rates during this period can significantly erode profits. Effective management of returns, particularly through reselling open box items at 80% of their original list price, is essential to maintaining profitability. Without this strategy, merchants risk losing all the profits gained during BFCM due to the cost of returns. By implementing a targeted approach to resell these items, merchants can ensure that the gains from BFCM are preserved and carried into Q1.

Introduction

The BFCM period is crucial for retailers, often representing the largest sales spike of the year. However, the period also generates a disproportionate number of returns, which, if unmanaged, can result in significant financial losses. In this white paper, we explore the financial dynamics of BFCM, the impact of high return rates on profitability, and the critical role that a well-executed strategy for managing and reselling open box returns plays in preserving overall profitability.

The Financial Dynamics of BFCM

Average Order Value (AOV): During BFCM, AOV typically increases as consumers take advantage of bundled deals and discounts. For example, in 2023, AOV for online orders was $109.60, a noticeable increase from non-holiday periods (U.S. Chamber of Commerce, Tidio). While higher AOV boosts revenue, it also raises the stakes?if these higher-value orders are returned, the financial impact is more severe.

Return Rates: Return rates during BFCM can range between 25% to 30%, much higher than the average annual return rate of about 10% (U.S. Chamber of Commerce). For every $1 billion in BFCM sales, up to $300 million may be returned. These returns, coupled with the cost of goods sold (COGS), shipping, and processing fees, can erode profitability if not mitigated effectively.

The Cost of Returns

Managing returns is costly. Retailers face several expenses, including shipping costs, inspection, restocking, and potential markdowns. The total cost of processing a return can range between 15% to 30% of the item's original price, depending on the industry and product type (BEUMER Group, Retail TouchPoints). For many merchants, this means that a significant portion of BFCM profits is consumed by the cost of returns. This is especially true for items with low margins, where even a modest return rate can turn a profitable campaign into a loss.

The Open Box Strategy: Sticking the Landing

Reselling Returns at 80% of List Price: One of the most effective ways to recover the value lost to returns is by reselling open box items at a discounted price. Our model shows that reselling open box items at 80% of their original list price is critical for maintaining profitability.

Break-Even Point: If a merchant experiences a 30% return rate on $1 million in BFCM sales, they could face returns totaling $300,000. If these returns are resold at 80% of the original price, the merchant recovers $240,000. Assuming processing costs of $60,000 (20% of the value), the net loss from returns is neutralized, preserving the overall profitability of the BFCM campaign.

Impact on Q1 Results: Reselling open box items not only recovers lost revenue but also provides a boost to Q1 sales. The resale of open box items can mitigate the post-holiday sales slump, providing a steady stream of revenue that might otherwise be lost.

Amplio's Q3 2023 Liquidation Auction Report: The Secondary Market Challenge

According to Amplio's Q3 2023 Liquidation Auction Report, recovery rates on secondary markets, such as online liquidation auctions, are significantly lower than what merchants can achieve by selling returned items on their own platforms. The report highlights that the median recovery rate across categories is just 9%, with some categories like Clothing, Jewelry, and Beauty seeing rates below 2% (Retail TouchPoints).

For example:

• Home & Garden: A relatively strong category on liquidation platforms, yet it still only sees a median recovery rate of 12% (BEUMER Group).
• Clothing & Jewelry: These categories suffer from abysmally low recovery rates, often below 2%, even when sold as new items (BEUMER Group, Retail TouchPoints).

These figures starkly contrast with the 80% recovery rate that can be achieved by reselling open box returns directly on a merchant's own site. Selling through a merchant's eCommerce platform allows for better control over pricing, presentation, and customer experience, resulting in significantly higher recovery values. Furthermore, avoiding the fees and commissions associated with liquidation platforms enhances net profitability (BEUMER Group, Retail TouchPoints).

Conclusion

BFCM is a vital sales period, but its profitability hinges on more than just generating high revenue?it requires effective management of returns. The data from Amplio's report underscores the importance of reselling open box returns on a merchant's own platform to maximize recovery rates. By implementing a strategic plan to resell open box returns at 80% of their original price, merchants can prevent returns from eroding their BFCM profits. This approach ensures that the gains made during BFCM are not lost and that the merchant can "stick the landing" into Q1 with a strong financial footing.

In gymnastics, a flawless routine is only successful if the landing is stuck. For merchants, reselling open box returns is the key to sticking the landing on a successful BFCM campaign, ensuring that the season's revenue translates into real, sustainable profit.

Sources

• U.S. Chamber of Commerce, "The State of E-commerce in 2023."
• Tidio. "Black Friday Facts & Cyber Monday Stats"
• BEUMER Group. "The True Cost of Returns in E-commerce."
• Retail TouchPoints. "The High Cost of Returns: Managing Profitability During Peak Season."
• Amplio's Q3 2023 Liquidation Auction Report. "Understanding Recovery Rates in the Secondary Market."

TLDR: Zig When Conventional Wisdom Tells You to Zag

As a merchant, it's easy to get caught up in the traditional loyalty program playbook that emphasizes targeting broad customer bases, managing complex data, and offering varied rewards. However, if you're a small merchant, focusing on these conventional challenges can lead you astray. The real game-changers lie in addressing your unique challenges: limited customer bases, single-purchase products, and constrained resources. Instead of trying to mimic large-scale loyalty programs, focus on solutions tailored to your specific needs. Prioritize increasing the number of members in your program, explore ways to expand your product portfolio, and offer products that go beyond single-purchase items. By zigging when others zag, you'll avoid common pitfalls and build a loyalty program that truly resonates with your customers and drives sustainable growth.

Introduction

Loyalty programs have become a cornerstone of customer retention strategies for merchants across industries. However, the challenges associated with designing and implementing these programs differ significantly depending on the size of the customer base and the variety of products offered. Large, traditional merchants with extensive product catalogs and diverse customer bases face a unique set of challenges, while small merchants with limited offerings encounter entirely different obstacles.

This white paper explores these contrasting challenges, highlighting the complexities of loyalty programs for large, traditional merchants and juxtaposing them with the hurdles faced by small merchants. By understanding these differences, businesses can tailor their loyalty strategies to their specific needs and capabilities, maximizing customer engagement and driving long-term loyalty.

Challenges for Loyalty Programs in Traditional Merchants

1. Complex Customer Segmentation

Traditional merchants with a diverse customer base must segment their customers effectively to offer personalized rewards and experiences. However, the sheer size and diversity of their customer pool make segmentation a complex task. Each segment may have different preferences, shopping behaviors, and reward expectations, making it difficult to create a one-size-fits-all loyalty strategy.

Impact: Inaccurate segmentation can lead to generic rewards that fail to engage any particular customer group, ultimately reducing the effectiveness of the loyalty program (Multidev), (White Label Loyalty).

2. Data Management and Integration

Managing vast amounts of data across multiple channels and platforms is a significant challenge for large merchants. Effective loyalty programs rely on data to personalize offers and rewards, track customer behavior, and measure program success. However, the complexity of integrating data from various sources, such as POS systems, e-commerce platforms, and CRM systems, can lead to inefficiencies and inaccuracies.

Impact: Without robust data management and analytics capabilities, loyalty programs may struggle to deliver personalized experiences, resulting in lower customer satisfaction and engagement (White Label Loyalty), (PNC Bank).

3. Reward Relevance and Complexity

With a broad product catalog, ensuring that loyalty rewards are relevant to all customer segments is challenging. The more diverse the product offering, the harder it becomes to create rewards that appeal to everyone. Additionally, the complexity of the reward structure can confuse customers, leading to disengagement.

Impact: If rewards are too generic or too complex, customers may lose interest in the program, diminishing its overall effectiveness (Multidev), (White Label Loyalty).

4. Operational and Logistical Challenges

The logistics of managing a large loyalty program are substantial. This includes tracking points, managing redemptions, and ensuring consistency across multiple locations or channels. Operational inefficiencies, such as delays in reward fulfillment or discrepancies in point tracking, can erode customer trust.

Impact: Operational challenges can lead to a poor customer experience, reducing trust in the loyalty program and potentially damaging brand loyalty (Small Business Trends).

5. Balancing Broad Appeal with Exclusivity

Traditional merchants must strike a delicate balance between creating a loyalty program that appeals to a broad audience while maintaining a sense of exclusivity. A program that tries to cater to everyone risks diluting its value, while one that is too exclusive may alienate certain customer segments.

Impact: Failing to balance broad appeal with exclusivity can result in a loyalty program that lacks differentiation and fails to drive meaningful customer engagement (Multidev), (PNC Bank).

6. Fraud and Abuse

As the scale of the loyalty program grows, so does the risk of fraud and abuse. Large merchants must implement robust security measures to prevent issues such as point theft, fraudulent redemptions, or manipulation of program rules.

Impact: Without proper fraud prevention, the loyalty program can suffer significant financial losses and damage to customer trust (White Label Loyalty).

Challenges for Loyalty Programs in Small Merchants

1. Limited Incentive for Repeat Purchases

Small merchants often sell products that customers only need to purchase once or infrequently. For example, a small business specializing in baby cribs faces challenges in encouraging repeat purchases, as customers are unlikely to buy another crib in the near future.

Impact: The lack of incentive for repeat purchases makes it difficult to build a loyalty program that relies on frequent transactions (White Label Loyalty), (PNC Bank).

2. Difficulty in Creating Meaningful Rewards

With a narrow range of products, small merchants may struggle to create rewards that are attractive to their customers. If the rewards are limited to a few products that customers already own or have no need for, the loyalty program loses its appeal.

Impact: Customers may not find value in accumulating points or participating in the loyalty program, leading to low engagement (Multidev), (White Label Loyalty).

3. Challenges in Encouraging Cross-Selling

Cross-selling is a key strategy in loyalty programs, encouraging customers to explore different products within a merchant's catalog. However, for small merchants with limited product variety, the opportunity for cross-selling is minimal.

Impact: The inability to cross-sell effectively limits the potential of the loyalty program to drive additional sales (Small Business Trends).

4. Stagnation of Customer Engagement

Product variation plays a critical role in keeping customers interested and engaged. For small merchants with limited offerings, customer engagement can stagnate over time as there is little new to entice repeat visits or purchases.

Impact: A lack of fresh offerings can lead to decreased participation in the loyalty program and a decline in customer loyalty (PNC Bank).

5. Reduced Ability to Segment Customers

Customer segmentation is an essential component of a successful loyalty program. However, small merchants often struggle with segmentation due to a lack of diverse buying patterns. With a narrow product range and small customer base, the ability to create targeted, personalized rewards is limited.

Impact: Without effective segmentation, loyalty programs become generic and less engaging, reducing their overall impact (Multidev), (Small Business Trends).

Conclusion

While both traditional and small merchants benefit from loyalty programs, the challenges they face are markedly different. Traditional merchants grapple with the complexity of managing large, diverse programs, while small merchants struggle to create compelling incentives and maintain customer engagement with limited resources. Understanding these differences is crucial for designing loyalty programs that align with the unique needs and capacities of each business type.

By addressing these challenges head-on, merchants can create loyalty programs that not only foster customer loyalty but also drive sustainable business growth. Whether it's through advanced data analytics, personalized rewards, or creative engagement strategies, the key to a successful loyalty program lies in its ability to adapt to the specific challenges and opportunities presented by the merchant's size and product offering.

Sources

• White Label Loyalty
• Multidev Technologies
• PNC Insights
• Small Business Trends

TLDR

The risk of revenue loss for Shopify merchants partnering with other Shopify merchants is minimal compared to the substantial rewards. These rewards include significant cost savings on customer acquisition costs (CAC) and increased revenue opportunities. By collaborating and deconflicting their campaigns, merchants can leverage each other's strengths, reduce marketing expenses, access new customer bases, and improve campaign performance, ultimately dwarfing any potential risks.

Introduction

In the competitive landscape of e-commerce, Shopify merchants are constantly seeking ways to optimize their operations, reduce costs, and increase revenue. While some may fear that partnering with other Shopify merchants could cannibalize their sales, the potential benefits far outweigh the risks. This white paper explores the minimal risks and substantial rewards associated with such partnerships.

Minimal Risks of Partnering with Other Shopify Merchants

The primary concern for many merchants is the fear of losing sales to their partners. However, this risk is often overestimated. Collaborations typically involve complementary products rather than direct competitors, minimizing the likelihood of revenue cannibalization.

• Complementary Partnerships: Collaborations are more effective when involving complementary products, which enhance the customer experience rather than compete directly.
• Target Audience Overlap: The overlap in target audiences can lead to increased exposure without significant loss of individual sales.

Sources: Shopify, Webinopoly

Substantial Rewards of Partnering with Other Shopify Merchants

One of the most significant benefits of partnerships is the reduction in customer acquisition costs (CAC). By sharing marketing expenses, merchants can achieve greater reach at a lower cost.

• Shared Marketing Expenses: Joint marketing campaigns allow merchants to pool resources, reducing individual spend.
• Increased Efficiency: Collaborative efforts can lead to more efficient use of marketing budgets, resulting in higher returns on investment.

Sources: CoSchedule, Shopify

New Revenue Opportunities

Collaborations open up new revenue streams by allowing merchants to tap into each other?s customer bases. This leads to increased sales opportunities and a broader market presence.

• Access to New Customers: Partnering with merchants who have a different customer base can introduce your products to new audiences.
• Enhanced Product Offerings: Bundling complementary products can create new sales opportunities and increase average order value.

Sources: Shopify, Nielsen

Deconfliction: Minimizing Risks and Maximizing Rewards

Deconfliction involves coordinating efforts to ensure that collaborative campaigns do not overlap in a way that causes internal competition or customer confusion. By carefully planning and executing deconfliction strategies, merchants can virtually eliminate risks and significantly enhance campaign performance.

• Clear Communication: Effective communication between partners to ensure that marketing efforts are aligned and not counterproductive.
• Strategic Timing: Staggering promotions and campaigns to avoid market saturation and ensure consistent customer engagement.
• Complementary Offers: Designing offers and promotions that complement rather than compete with each other, maximizing the appeal to customers.

Sources: Harvard Business Review, Shopify

Case Studies and Examples

• Joint Marketing Campaigns: Several fashion brands on Shopify collaborated on a social media campaign, resulting in a 30% increase in followers and significant engagement boost.
• Cross-Promotions: Complementary stores promoted each other?s products, leading to a 20% increase in sales and higher customer satisfaction.
• Resource Pooling: Merchants shared warehousing and logistics resources, reducing costs by up to 15% and improving service levels.

Sources: Shopify, Nielsen, Deloitte

Implementing Risk Mitigation Strategies

• Identify Complementary Partners: Choose partners offering complementary products to minimize direct competition.
• Set Clear Objectives: Define mutual goals to ensure both parties benefit from the partnership.
• Monitor Performance: Regularly review the partnership's performance and make adjustments as needed.

Sources: Shopify, Webinopoly

References

• eMarketer, "Amazon Will Make Up 38.7% of US Ecommerce Sales in 2020."
• Digital Commerce 360, "2020 Amazon Consumer Survey."
• Jumpshot, "Amazon?s Share of Ecommerce Product Search."
• Feedvisor, "The 2020 Amazon Consumer Behavior Report."
• Statista, "Amazon's advertising spending in the United States from 2014 to 2020."
• McKinsey & Company, "AmazonHere's the completed HTML with the references section"
• CoSchedule, "The Benefits of Collaborative Marketing."
• Harvard Business Review, "The Power of Resource Sharing in Business."
• Shopify, "Case Study: The Impact of Cross-Promotions on Sales."
• National Retail Federation, "The Role of Community Support in Small Business Success."
• ShopFillip, "Running Joint Marketing Campaigns with Other Shopify Stores."
• Nielsen, "The Effectiveness of Cross-Promotions in Retail."
• Deloitte, "Shared Logistics: Cost Savings and Operational Efficiency."
• Webinopoly, "Brand Partnerships: Collaborative Marketing Techniques to Increase Shopify Sales."
• Shopify, "Retail Partnerships: 9 Ways to Collaborate with Other Businesses."

TLDR

Small Shopify merchants often mistakenly see each other as competitors, but the real competition comes from giant sales channels like Amazon, eBay, and Walmart. This white paper argues that collaboration among Shopify merchants can be a winning strategy, as it provides mutual benefits without significant downsides. By collaborating on joint marketing campaigns, sharing resources, and cross-promoting products, Shopify merchants can enhance their visibility, reduce costs, improve customer experience, and foster a stronger community.

Introduction

In the competitive world of e-commerce, small Shopify merchants often perceive each other as rivals. However, a deeper analysis reveals that the real competition isn't among themselves but rather against giant sales channels like Amazon, eBay, and Walmart. This white paper explores how Shopify merchants rarely lose sales to each other, identifies the true competitive landscape, and advocates for collaboration among merchants as a strategy with no significant downsides.

The Myth of Internal Competition

Many Shopify merchants operate under the assumption that their competitors are other Shopify stores offering similar products. This belief is understandable but largely misguided. The reality is that the vast majority of sales losses are to behemoth sales channels that dominate the market. These channels offer vast product selections, aggressive pricing, and unparalleled brand recognition, making it difficult for small merchants to compete directly.

• Market Dominance: Major sales channels control a significant share of the online retail market, drawing customers away from smaller platforms. According to eMarketer, Amazon alone captured 38.7% of the U.S. e-commerce market in 2020.

• Consumer Behavior: Customers often turn to these large platforms for convenience, variety, and perceived reliability, rather than shopping from niche stores. A survey by Digital Commerce 360 found that 63% of consumers start their product searches on Amazon.

• Data Insights: Studies and market analysis consistently show that small e-commerce businesses lose more sales to these large channels than to other similar-sized competitors. For example, a study by Jumpshot revealed that Amazon accounted for 54% of all product searches in 2018.

The True Competitors: Monster Sales Channels

Large sales platforms such as Amazon, eBay, and Walmart have transformed the retail landscape. They have set high standards for delivery times, customer service, and pricing strategies that small merchants find hard to match. As a result, these platforms have become the primary competitors for small Shopify merchants.

• Pricing Pressure: Competing with the low prices offered by giants. According to a report by Feedvisor, 85% of consumers check Amazon for price comparisons before making a purchase.
• Customer Reach: Limited marketing budgets and reach compared to the expansive advertising networks of major platforms. Data from Statista shows that Amazon spent $10.9 billion on marketing in 2020.
• Operational Efficiency: Matching the logistical and operational efficiencies of these giants. A report by McKinsey highlights Amazon's industry-leading logistics, with over 150 million Prime members benefiting from fast and free shipping.

Collaboration: A Win-Win Strategy

Given the competitive pressures from major sales channels, Shopify merchants have much to gain from collaborating rather than competing with each other. Collaboration can take many forms, such as joint marketing efforts, shared resources, and cross-promotions.

• Increased Visibility: Joint marketing campaigns can reach a broader audience than individual efforts. A study by CoSchedule found that collaborative marketing can increase engagement by up to 50%.
• Resource Sharing: Pooling resources can reduce costs and increase operational efficiencies. According to the Harvard Business Review, resource sharing can lead to cost savings of up to 25%.
• Enhanced Customer Experience: Cross-promotions can offer customers a more diverse product selection, enhancing their shopping experience. A case study by Shopify revealed that merchants engaging in cross-promotions saw a 20% increase in sales.
• Strengthened Community: Building a supportive community of merchants can lead to shared knowledge and best practices, fostering growth for all. A report by the National Retail Federation emphasizes the importance of community support in driving small business success.

Case Studies and Examples

Examples of successful collaborations among Shopify merchants:

• Joint Marketing Campaigns: Several Shopify merchants have successfully collaborated on joint marketing campaigns, leveraging each other's customer bases to increase reach and sales. For instance, a collaboration between fashion brands on Shopify resulted in a combined social media campaign that boosted their follower count by 30%.
• Cross-Promotions: By promoting complementary products from fellow merchants, individual stores can offer a more comprehensive shopping experience, leading to higher customer satisfaction and loyalty. A study by Nielsen found that cross-promotions can increase basket size by 10%.
• Resource Pooling: Merchants sharing warehousing, logistics, or even technology resources have reported significant cost savings and improved service levels. A report by Deloitte indicates that shared logistics can reduce shipping costs by up to 15%.

Implementing Collaboration

For collaboration to be effective, it must be approached strategically. Merchants should consider the following steps:

• Identify Potential Partners: Look for merchants with complementary products or services.
• Define Clear Objectives: Establish what each party hopes to gain from the collaboration.
• Develop Joint Strategies: Create detailed plans for joint marketing, resource sharing, or cross-promotions.
• Monitor and Adjust: Regularly review the collaboration's performance and make necessary adjustments to ensure mutual benefits.

References

• eMarketer, "Amazon Will Make Up 38.7% of US Ecommerce Sales in 2020."
• Digital Commerce 360, "2020 Amazon Consumer Survey."
• Jumpshot, "Amazon’s Share of Ecommerce Product Search."
• Feedvisor, "The 2020 Amazon Consumer Behavior Report."
• Statista, "Amazon's advertising spending in the United States from 2014 to 2020."
• McKinsey & Company, "Amazon's logistics strategy and its impact on the market."
• CoSchedule, "The Benefits of Collaborative Marketing."
• Harvard Business Review, "The Power of Resource Sharing in Business."
• Shopify, "Case Study: The Impact of Cross-Promotions on Sales."
• National Retail Federation, "The Role of Community Support in Small Business Success."
• Nielsen, "The Effectiveness of Cross-Promotions in Retail."
• Deloitte, "Shared Logistics: Cost Savings and Operational Efficiency."
• ShopFillip, "RUNNING JOINT MARKETING CAMPAIGNS WITH OTHER SHOPIFY STORES"

TLDR Summary

The Q3 2024 Tokuhn 2400 report reveals key insights into the current trends and challenges in e-commerce. It highlights the rising demand for sustainable shopping, increased e-commerce return rates, the benefits of direct-to-consumer sales, and the importance of effective inventory management. The report also identifies gaps in current Shopify apps that fail to support small merchants in managing and reselling returned items. Addressing these gaps is crucial for enhancing profitability and fostering a more sustainable shopping ecosystem.

Rising Consumer Demand for Sustainable Shopping

The Tokuhn 2400 data has shown a significant shift in consumer behavior, particularly among Gen Z and Millennials, towards sustainable shopping practices. According to their feedback, a considerable percentage of these consumers prefer buying secondhand items before purchasing new ones. This is supported by studies indicating that 62% of Gen Z and 56% of Millennials actively prefer secondhand clothing, advocating for a more sustainable and eco-friendly fashion industry. This trend extends beyond fashion, as younger consumers are also drawn to secondhand items in categories like furniture, electronics, and home goods, driven by the desire to save money and reduce environmental impact.

Source: ProductsUp, CapitalOne Shopping, NARTS

Increased E-Commerce Return Rates

The Tokuhn 2400 highlighted the challenge of increased e-commerce return rates. Reports indicate that the overall return rate for online purchases remains substantial despite fluctuations. Effective management and resale of these returns present an opportunity to recover value from these products and reduce the financial strain on merchants.

Source: Digital Commerce 360

Benefits of Direct-to-Consumer Sales

Direct-to-consumer (D2C) sales models were another point of focus for the Tokuhn 2400 analysis. They offer several advantages, such as eliminating middlemen and leading to higher profit margins. Direct sales also foster better customer relationships and brand loyalty by allowing merchants to engage directly with their customers and provide personalized experiences.

Source: Digital Commerce 360

Enhanced Inventory Management

The Tokuhn 2400 data highlighted the importance of properly managing returned items to optimize inventory turnover, reduce storage costs, and free up space for new products. This is crucial for small merchants who need to maximize the value of their inventory efficiently.

Source: Digital Commerce 360

Direct-to-Consumer Sales Impact

Beyond Tokuhn 2400, studies show that D2C sales increase profit margins by reducing costs associated with intermediaries. This model also allows for greater control over brand image and customer experience, fostering loyalty and trust.

Source: Digital Commerce 360

Consumer Preferences

Consumers appreciate transparency and trust in their purchasing decisions. Merchandising returned items with clear descriptions and pricing can enhance customer satisfaction and loyalty. Additionally, the growing demand for sustainable shopping options further validates the appeal of these products.

Source: ProductsUp, Digital Commerce 360

Market Trends

The ongoing growth of e-commerce and the rise in return rates points to a significant opportunity for reselling returned items. Effective resale strategies can help merchants manage returns more efficiently and capitalize on the growing consumer interest in secondhand and sustainable products.

Source: ProductsUp, Digital Commerce 360

The Gaps in Current Shopify Apps

Despite the availability of numerous apps on the Shopify platform, Tokuhn 2400 data has indicated several critical areas where current apps fall short in helping small merchants effectively manage and resell returned items:

Inadequate Support for Sustainability Initiatives: Research finds that while some apps offer basic resale functionalities, they do not fully cater to the growing consumer demand for sustainability. There is a lack of features specifically designed to highlight the eco-friendly aspects of purchasing returned items, such as detailed descriptions of product conditions, stories about the items, and their reduced environmental impact.

Limited Inventory Management Capabilities: Existing apps frequently lack robust inventory management tools tailored for returned items. According to Tokuhn 2400, merchants need advanced features that allow them to seamlessly integrate these items into their existing inventory systems, track their status, and optimize their turnover.

Poor Customer Engagement and Transparency: Many apps do not provide sufficient tools for merchants to communicate the value and condition of returned items effectively. Consumers are looking for transparency and detailed information to make informed purchasing decisions, which current apps fail to deliver comprehensively.

Lack of Customization and Personalization: Small merchants often require customizable solutions that can adapt to their unique business needs and product types. Many merchants observed that current apps tend to offer one-size-fits-all solutions that do not allow for the necessary level of personalization to maximize the resale value of returned items.

Source: Digital Commerce 360

Additional Insight: Profitability of Selling Open-Box Items

Research indicates that selling open-box products does not lead to a loss of profitability and can actually be a great way to convert new customers. Selling returned items as open-box products can increase a retailer’s profits by as much as 3.3%. Additionally, showcasing these products beside new items has been found to significantly reduce costs. This strategy not only helps recover value from returned items but also attracts price-conscious consumers, offering them a cost-effective alternative and potentially converting them into loyal customers.

Source: dealnews, twin-cities.umn

TLDR

With over 8,000 apps in the Shopify App Store, it can be challenging for merchants to determine which apps are essential. This white paper highlights the top 20 app categories, emphasizing their prevalence and impact on e-commerce. By focusing on these categories, merchants can optimize their store's performance, reduce unnecessary costs, and enhance customer experience.

Introduction Top Shopify App Categories

The Shopify App Store is a vast marketplace with thousands of applications designed to enhance the functionality of online stores. With over 8,000 apps available, it can be overwhelming for merchants to determine which apps are essential for their business and which ones might be unnecessary or even detrimental. Choosing the right apps is crucial because they not only incur costs but also demand time and attention that merchants need to focus on selling their products.

In an effort to help inform Shopify merchants, we analyzed apps to determine two things: If you are not using one of the top apps, double-check to ensure it is not hurting your revenue. If you are using apps that are not in the top categories, make sure that they are solving a real problem for you. This analysis aims to guide merchants in making informed decisions about app installation, ensuring that their choices contribute positively to their business operations.

Categories 1 - 5: Dominated by Technologies that Drive Repurchase

• Email Marketing: 15% of the total apps installed manage email marketing. 78% of stores have an app that manages email marketing. Example App: Klaviyo, Mailchimp
• Loyalty and Rewards: 8% of the total apps installed are related to loyalty and rewards. Enhances customer retention and lifetime value by incentivizing repeat purchases. Example App: Smile.io, LoyaltyLion
• Gift Cards: 7% of the total apps installed are used to manage gift cards. Gift card apps are installed on 37% of stores, facilitating increased sales and customer acquisition. Example App: Rise.ai, ShopKeeper Gift Cards
• Discounts: 5% of the total apps installed manage discounts. Discounts drive sales and attract price-sensitive customers, crucial for competitive positioning. Example App: Bold Discounts, Discount Ninja
• SEO: 5% of the total apps installed are for SEO optimization. SEO apps are installed on 27% of Shopify stores, boosting organic traffic and search engine rankings. Example App: Plug in SEO, SEO Manager

Categories 6 - 10: Expanding Market Reach and Enhancing Product Options

• Product Reviews: 4% of the total apps installed are related to product reviews. Reviews build trust and social proof, influencing purchase decisions. Example App: Yotpo, Judge.me
• SMS Marketing: 3% of the total apps installed manage SMS marketing. SMS marketing apps are installed on 18% of stores, providing direct and immediate customer engagement. Example App: SMSBump, Postscript
• Product Options: 3% of the total apps installed manage product options. Customizable product options enhance user experience and meet diverse customer needs. Example App: Infinite Options, Variant Option Product Options
• Internationalization: 3% of the total apps installed support internationalization. Internationalization apps are installed on 15% of stores, facilitating global market expansion. Example App: Langify, Weglot
• Page Redirect: 3% of the total apps installed are related to page redirects. Efficient page redirects improve user experience and SEO by managing broken links and outdated URLs. Example App: Easy Redirects, SEO Redirect

Categories 11 - 15: Enhancing Security and Social Media Presence

• Pop-ups: 2% of the total apps installed are related to pop-ups. Pop-ups are used for lead generation, promoting offers, and increasing conversions. Example App: Privy, Poptin
• Social Media Ads: 2% of the total apps installed manage social media ads. Social media ad apps are installed on 11% of stores, driving traffic and sales through targeted advertising. Example App: Facebook Ads, AdRoll
• Product Bundles: 2% of the total apps installed manage product bundles. Bundling products increases average order value and encourages the purchase of multiple items. Example App: Bundler, Bold Bundles
• Blogs: 2% of the total apps installed manage blogs. Blog apps are installed on 10% of stores, enhancing content marketing efforts and SEO. Example App: Blog Studio, DropInBlog
• Security: 2% of the total apps installed manage security. Ensures data protection and builds customer trust by securing transactions and personal information. Example App: McAfee SECURE, Rewind Backups

Categories 16 - 20: Enhancing Store Functionality and Customer Experience

• Banners: 2% of the total apps installed manage banners. Banner apps are installed on 10% of stores, effectively promoting sales and announcements. Example App: Quick Announcement Bar, Bannerfy
• Privacy: 2% of the total apps installed manage privacy. Privacy apps ensure compliance with data protection regulations and build customer trust. Example App: GDPR Compliance Center, Customer Privacy
• Product Variant: 2% of the total apps installed manage product variants. Product variant apps are installed on 9% of stores, offering customization and a broader product range. Example App: Variant Image Automator, Bold Product Options
• Order Limits: 1% of the total apps installed manage order limits. Order limit apps help manage inventory and prevent stockouts, ensuring consistent availability. Example App: Order Limits by MinCart, OrderLogic
• Wishlists: 1% of the total apps installed manage wishlists. Wishlist apps are installed on 7% of stores, encouraging future purchases and customer retention. Example App: Wishlist Plus, Gift Reggie

Conclusion

Understanding the top Shopify app categories and their impact on e-commerce is crucial for merchants looking to enhance their store's functionality, drive sales, and improve customer experience. By integrating these apps strategically, merchants can stay competitive and meet the evolving demands of their customers.

References

• Analysis of 2400 merchants from a sample of over 1 million total merchants.