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

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

1. Triple Whale or Polar Analytics — Attribution and analytics
2. Smile.io — Loyalty and rewards program
3. ReConvert or AfterSell — Post-purchase upsells
4. Recharge — Subscriptions (if applicable)
5. Privy or Wisepops — Pop-ups and lead capture

Tier 3 — Scale Stage

1. Northbeam — Advanced multi-touch attribution
2. Gorgias or Zendesk — Customer support (impacts repeat rate)
3. TikTok Pixel — TikTok ad tracking
4. Loop Returns — Returns management
5. 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: pageview, viewitem, addtocart, 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](REFERENCE.md).

Analysis Examples

For complete analysis patterns, sample outputs, and use cases, see [EXAMPLES.md](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:

• SHOPIFYSTOREURL is your .myshopify.com URL (not your custom domain)
• SHOPIFYACCESSTOKEN starts with shpat_ and is from a Custom App
• The app has the required API scopes (readorders, readproducts, 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