Why Shopify is Bad: Debunking Myths & Uncovering 5 Shopify Store Killers

Shopify has established itself as a superior tool to build and thrive an online store. Millions of ecommerce businesses across sectors and niches set up their operations on this platform and succeed thanks to its remarkable benefits. 

Indeed, Shopify is extolled for its universality, unparalleled customer service, easy scalability, reasonable cost, mobile support, and other upsides. However, numerous Shopify stores do not attain prosperity. 

Why do Shopify stores fail?

Before we start exploring the reasons, let’s identify how widespread the problem is.

In fact, the success rates of Shopify-powered businesses range from 5% to 10%. In other words, more than 90% of companies do not reach their goals, which is quite frustrating. Therefore, looking for a decent background of how to make a Shopify store successful makes sense.

The article examines why 95% of Shopify stores fail, shows the 5 common killers of eShop sales, highlights studies of the most outstanding Shopify cases, and suggests ways to avoid the common pitfalls on your way to a flourishing eCommerce business.

Why Do Shopify Stores Fail?

You have decided to launch your own Shopify store or figured out that your eShop is not as successful as it should be.

“Why isn’t my Shopify store growing? Why do Shopify stores fail? How can I increase sales?”

Owners of Shopify stores struggle to discover the best approach to address these issues. eCommerce businesses are exploding like mushrooms.

Knowing what percent of Shopify stores fail before the eShop launch will be valuable.

95 percent of them fail, while just 5 percent of them arrive at their goal of success.

Why Shopify is Bad and Why This Opinion Is False?

We aim to be transparent, provide trustworthy guidelines, and rescue online stores from the most common eCommerce mistakes.  Let’s begin with the main point: most people tend to blame anyone and everything but themselves.

Similarly, upon encountering initial failures in online sales, online store owners often blame the Shopify platform. Some may even migrate to a different CMS, yet such actions rarely yield results. Platforms/CMSs are merely tools that require thorough work and optimization.

In this article, we’ll highlight the mistakes of a randomly selected real online store, which resulted from inappropriate site configuration rather than any shortcomings of the Shopify platform itself.

The answer to the question “How many Shopify stores are successful?” is quite simple: as many are willing to invest in the proper configuration of a highly flexible Shopify system with rich functionality. Our experts help you avoid significant setup mistakes and increase online sales.

Shopify Success Rate

Google or AI will offer you a variety of answers to the question: “How many Shopify stores are successful?”.  Here are the most popular ones:

• The Shopify success rate of eCommerce stores ranges from 5% to 10%. Only 5 to 10 out of every 100 Shopify-powered enterprises achieve success.
• Another claim, seemingly based on Shopify statistics, suggests that 81% of Shopify merchants remain active and profitable after two years.

It’s nothing but a myth. Just because you’ve opted for Shopify to build an online store doesn’t mean this platform will only grant you a 5-10% chance of success regardless of other circumstances. The same principle applies to other eCommerce platforms like Magento, Shopware, and so on. It’s akin to claiming that I didn’t lose weight because the statistics of the gym I selected indicate that only 5-10% of visitors achieved success.

Shopify Is Bad: Mythbusting by WebMeridian Experts

We randomly selected an online store built on the Shopify platform for clarity and transparency. It was thoroughly analyzed by our eCommerce experts. 

Winner-website:
https://*******clothing.com/

• An online clothing boutique
• Built with Shopify
• 813 pages (not a large site)

Using the example of this real store, we will highlight the top 5 mistakes that kill traffic and sales and reduce the chances of success. Our team aim to demonstrate that the primary reason for a low Shopify success rate is not that “Shopify is bad,” but rather that the platform is not configured properly.

In a nutshell, about the authors of this guide:

• Webster Webmeridian: eCommerce Expert and BDM with over 6 years of experience in business growth strategies. Webster has successfully spearheaded numerous projects aimed at optimizing online retail and significantly enhancing sales.
• Aleksei Tarasov is a certified Adobe Commerce Expert who excels in leading projects and is driven by a passion for effective communication and creative problem-solving, with more than 7 years of experience in IT project management.

Why will the recommendations of our experts help save your Shopify store? Because they have already assisted more than 500 stores in the eCommerce development industry over the past 5+ years. We conducted over 17 website audits for these mistakes in the past week alone. This guide is written for you, as the demand for such insights is evident. Let’s get started.

Killer #1 Structure of the Online Store

• Problem

The positioning of web pages in search results (traffic) and the user-friendliness of the site (sales) depend on the webshop structure for SEO. Organic Search is the primary traffic channel for online stores, and having the correct site structure is 50% of success in SEO. Ideally, your site should be accessible to all potential buyers through all possible relevant search queries.

The more detailed the search queries, the lower the competition. Google won’t display your site for “men’s white t-shirts” unless you have a specific page dedicated solely to men’s white t-shirts. A category containing all men’s t-shirts won’t be relevant in this scenario for search engines.

• Why Shopify is not to blame

Shopify provides all the necessary features for creating subcategories and implementing product filters effectively, offering the tools needed to optimize site structure for improved search visibility and user experience.

• Solutions

Here are the guidelines from our eCommerce experts on how to configure the structure of your online store properly, harnessing the power of the Shopify platform:

The online store structure should be as follows:

1) Category => t-shirts for men (gender)

1. Subcategory  => print t-shirts for men (style, gender) – 2nd level of detail
2. Subcategory  => men’s XL t-shirts (size, gender) – 2nd level of detail
3. Subcategory  => men’s white t-shirts (colour, gender) – 2nd level of detail
4. Subcategory  => men’s white v-neck t-shirt (colour, types of necklines, gender)  – 3d level of detail

To establish the structure of online stores correctly, SEO filters are widely used. These filters enable the generation of separate pages for filtered products based on specific parameters (classifiers). The pages are then interlinked within the specific category.  Each page has its own unique URL, metadata, and content. Search engines index these pages individually.

A Good Example of a Correct Structure and SEO Filters

Let’s get back to our case study (https://*******clothing.com/):

The site has filters, but they fail to generate separate pages for queries with specifications (men’s v-neck t-shirts). 

Also, the site does not have separate subcategories for such queries.

As a result, the site is not visible on Google for the 2/3 of users’ searches.

It’s also quite common to set up filters that produce results with dynamic URLs (/?sort…). However, this is a mistake because search engines do not index such auto-generated pages as individual pages.

To make your website visible for different detailed search queries, you need to create the right structure for your online store.

• Collection and analysis of search queries (we study how users search for your products).
• We create a structure of relevant pages while adhering to the hierarchy (category, subcategory).
• We design an internal linking between pages.

WebMeridian expert’s recommendations:

• async, defer attribute for js scripts
• delay (or after the first action) loading third-party javascript 
• image lazy loading
• optimize image sizes

Why does it matter?

WalMart showed a 2% increase in conversions for every 1 second of improvement to their page speed. 

Amazon reported a 1% increase in revenue for every 100 milliseconds of improvement to their site speed.

Killer #3 Backlinks and Brand Mentions

• Problem

Like humans, search engines evaluate the authority of a web resource based on various factors.

• Links from other sites, brand mentions across the internet, and brand inquiries – all these factors influence the ranking of your site (search traffic).
• Links from other sites increase referral traffic.
• Content across social networks, communities, and other sites contributes to the frequency of brand inquiries.

The graph shows that the number of sites referring to *******clothing.com remains relatively stable over the year.

• Why Shopify is not to blame

Shopify is a platform for developing an online store that does not provide functionality to increase the site’s authority. Your marketing team should cover multiple areas of digital marketing & SEO, content marketing and promotion, and social media marketing. 

• Solution

Place articles and reviews with links to your site, ensuring your brand is mentioned across various web resources.

• Your audience
• Site Credibility (Domain Rate, Authority, Trust)
• High traffic

Pro tip: Do it gradually (incrementally) to ensure that these actions maintain an organic nature.

Killer #4 Technical Issues

• Problem

Technical issues negatively impact:

Search results (SEO) => Your online presence

1. drive up advertising costs by affecting metrics such as “Landing page experience,” which directly influences Ad Rank in advertising platforms;
2. poorly optimized landing pages can result in lower ad visibility and higher costs per click;
3. directly influence user behavior on the site, leading to reduced sales and conversions;
4. negatively impact search engine optimization (SEO), affecting your online presence and visibility in search results;
5. security vulnerabilities can expose sensitive customer data to potential breaches, eroding trust and damaging the reputation of the eCommerce business

To sum up, slow loading times, broken links, or checkout errors can frustrate users and drive them away from completing purchases. Therefore, addressing technical issues promptly is essential to maintain the effectiveness and profitability of an eCommerce site.

Getting back to our today’s example: https://*******clothing.com/ :

Mistake #1: Hidden header (text color = background color). Due to the title, the user decides within the first 3 seconds whether to continue viewing the page.

Mistake#2: Page pagination is not configured correctly => duplicate content

Mistake #3: Structured data is not configured

• Product snippets
• Merchant listings

Adding structured data enables search results that are more engaging to users and encourages them to interact more with your website, which is called rich results.

These technical mistakes are just the tip of the iceberg. 

HEALTH SCORE is 45/100, but  >80 is recommended.

• Why Shopify is not to blame

Shopify offers comprehensive functionality to customize Structured Data Markup, allowing you to configure and optimize your site’s structured data display. This feature lets you provide search engines with detailed information about your site’s content, enhancing its visibility and relevance in search results. 

As a result of correct configuration, you can ensure that your site’s data is accurately interpreted by search engines, ultimately improving its organic search performance and driving more targeted traffic to your online store.

• Solutions
  • Technical audit
  • Applying audit recommendations

How often should a technical site audit be done?

• Before website launch
• After updates or changes in the code
• Once a year (preventive check-up)

Killer #5 Social Proofs

• Problem

91% of shoppers read at least one review before making a purchase. 

54% of people have purchased a consumer-packaged good after seeing visual user-generated content (UGC) about it.

63% of consumers indicated they are likelier to purchase from a website with product ratings and reviews. 

What about social proof in our case: https://*******clothing.com/?

Product cards have reviews, but this data is not displayed within categories, as seen in the example of Amazon. This is crucial because most of users initially engage with product categories before exploring individual product cards.

• Why Shopify is not to blame

To customize reviews (videos, review scores, etc.), simply set up the Helpful Product Reviews App, which automatically collects reviews with personalized review requests after purchase. This way, you can build loyalty and save time with ChatGPT.

• Solutions:
  • Configure Review Snippet (Review, AggregateRating) Structured Data.
  • Product cards in categories must include Social proof.
  • Show how others use your product; video is a great way.
  • Create a separate section where users can view FAQ about the product and also ask their own questions.
  • Invite customers to submit reviews and receive a special reward. Ensure your incentives are truly worthwhile.

Our Point of View

Shopify is a flexible system with a wide range of features that require proper setup. You can manage everything yourself, provided you steer clear of common mistakes (which you now know) and stay updated to capitalize on trends and boost profits. Our experts have scrutinized 10 additional classic eCommerce mistakes. With this guide, you’ll rectify all the glitches in your business. If you lack the time or technical knowlanges to correctly configure Shopify, we’re here to audit your site and enhance your sales.

How to Avoid Popular 10 Shopify Issues and Don’t Fail At The Very Beginning

The unfortunate fact is that most unsuccessful businesses started with incredible potential. So, why do Shopify stores fail?

Your Shopify store may grow without being difficult to do. You can make your Shopify store’s brand synonymous with success with a bit of perseverance, astute marketing, and original client retention techniques.

We’ll look at 10 common Shopify issues in-depth today that might potentially ruin your eCommerce business.

1. Bad customer service
2. Poor customer experience
3. Lack of social proof
4. Complicated checkout
5. Subpar SEO
6. Not concentrating on abandoned carts
7. No defined branding
8. Undervaluing repeat customers
9. Poor selection of products
10. Issues with a mobile-friendly website

Bad Customer Service

If website visitors are unhappy with your service, they can change to another brand. Studies show that 59% of customers will change companies in order to get superior customer service.

Customer service is essential since it serves as the public face of your company. It’s how you communicate with your clients and establish trust with them. It also relates to how you respond to issues and complaints.

The easiest method to prevent this as a Shopify business owner is to ask yourself the key questions:

• Is customer service responsive quickly?
• Is the customer service agent kind and accommodating?
• Is customer service available round-the-clock?
• Do you allow customers to contact you through all social media platforms?

You must ensure excellent customer service if you want to prosper. You must respond quickly and offer assistance. In order to overcome Shopify challenges, you must also go above and beyond.

Useful Article:

Represent Your Business Right with 2022 Best Practices for Product Detail Pages & Product Listing Pages

Most Successful Shopify Sites

Revealing the major traits of the winning Shopify stores will help you get into those lucky 5% that gain their triumph on the platform. We introduce our selection of the most successful Shopify store examples. 

1. Morphe Cosmetics

With a whopping $19 million in revenue as of 2022, Morphe provides an unmatched Shopify store experience.

The innovative beauty retailer leverages influencer marketing to take the customer journey to the next level and expand their brand. The company establishes partnerships with internet celebrities and opinion leaders to create videos with custom product integration. 

What we praise in their approach:

Morphe incorporates YouTube videos with popular personalities into their Shopify store, thereby driving their social reach and spurring customer engagement. The shoppable content helps the company to promote its beauty products effectively and access a broad audience.

Their mastery of influencer marketing has led the retailer to impressive results. Ten million views of their videos speak for themselves.

2. Fashion Nova

A renowned fashion brand, Fashion Nova boasts $4.3 million in annual revenue. This is another example of a successful Shopify store, thanks to their unique selling offer and efficient customer engagement strategies. The company emphasizes its focus on products for men and women of all shapes so that plus-size customers feel likewise appreciated.

What we praise in their approach:

A distinguished positioning sets the brand apart from the competition that offers stereotypical sizing, thereby neglecting the clients that fall beyond the ‘standard’ measurements. 

Another point to highlight about the brand is their stellar social media strategy elaborating on user-generated content. The fashion company encourages clients to share their looks in Fashion Nova apparel on social networks, gaining the opportunity to get presented on the brand’s homepage. 

Influencer marketing that includes collaborations with world-famous celebrities also contributes to the company’s sound success.

3. Gymshark

This fitness brand is an example of an outstanding business strategy and a successful Shopify store. Starting in the garage in Birmingham, the company has acquired over 60 million followers throughout 230 countries. The brand’s mission of uniting a conditioning community has brought its fruits, and now the company accounts for over $605 million in annual revenue. 

What we praise in their approach:

The strategies that helped Gymshark become a giant player on the fitness market include the focus on community building and customer-oriented activities. Mindful social media marketing engaged fitness enthusiasts worldwide, while the emphasis on client experience helped to build trust and loyalty. The company’s CEO brought an amazing example of customer-centered operations when their website stopped working for eight hours. He personally wrote more than 2500 letters with apologies and discounts to customers to compensate for the inconvenience. 

4. Ruggable: the home goods store

Ruggable also occupies its honorable place among the successful Shopify sites. This renowned home décor retailer reports over $10 million in annual revenue. The brand gained its score thanks to a range of factors, including beautiful product photos, top-notch design, and relevant copywriting. These upsides efficiently combine with the unique selling proposal: washable rugs. The brand’s homepage clearly communicates the primary benefits of the products.

What we praise in their approach:

Articulate copywriting and the focus on SEO bring their fruits. The content concisely highlights the product’s benefits, while competitive keywords, like “washable rugs,” helps the brand rank high on search engines.

5. Raycon: an electronics store

One of the most successful Shopify stores in the electronics sector, Raycon boasts more than $12 million in annual revenue. The online shop pleases its customers with superior quality images and plenty of social proof. 

What we praise in their approach:

We admire how skillfully Raycon combines a trendy, laconic design with vivid, top-quality images. The product pages are all arranged in a way to drive maximum attention to products and their benefits.

Social proof is also an effective technique that Raycon is well-versed in. The company uses celebrities and other influencers as endorsers and appropriately places the respective content on its homepage. 

6. BioLite: a new-age outdoor store

This brand embodies a range of bulletproof success factors. Innovative products, staying at the forefront of modern industry trends, and a socially meaningful mission. 

They invest a part of every purchase to improve the lives of families in the African continent. Thus, the company helps to bring lighting and charging to their houses and make their cooking and nutrition safer. 

This gives BioLite’s customers a feeling of accomplishment and a contribution to a valuable mission.

What we praise in their approach:

Here, we would rephrase David Ogilvy: 

If you have any proprietary technology or product, you should establish it as your fundamental benefit. This is what BioLite is doing professionally. 

Another important thing is informing your customers in detail about their contribution to socially meaningful undertakings.

7. Exist Travels

A properly arranged website is crucial in building a successful Shopify store. The site of Exist Travels excels in meeting the needs of customers hungry for faraway lands. They produce excellent content that includes competent copies and on-point testimonials. Their product offer includes convenient travel packages to various destinations.

The company artfully enriches its website with multimedia, giving visitors extra encouragement and inspiration. 

What we praise in their approach:

We value the UI/UX design that provides a feast for the eyes and mind, enables easy navigation, and fosters communication between the brand and the customer. Chatbots, in particular, are practical in instant servicing 24/7.