Shoplift bi-weekly ecommerce newsletter

Having trouble viewing this email? View in browser October 23, 2026 Shoplift Newsletter [Free 100-page playbook inside] Your BFCM strategy if you’re a non-BFCM brand + register for our next masterclass: How to convert your Klaviyo Traffic, featuring 3 Klaviyo Master Elite guest presenters Nick Selman VP of Growth · Shoplift Hey Shoplifter, Nick here. I lead the Growth team at Shoplift. This is our bi-weekly newsletter where we talk about growing Shopify brands profitably and predictably. It was a heavy week in ecommerce as checkout hijacking concerns, critical PHP vulnerabilities, and Meta CPM spikes had us all on edge. Nonetheless, we're in the full runup to BFCM and I've got some dense, helpful resources (no fluff) inside for you! Cheers, Nick Selman / Growth @Shoplift This week in commerce POV Beauty raises $15M Beauty Independent Fall Prime Day hits $9.86B Digital Commerce 360 California curbs pixel lawsuits Inside Privacy Shopify delists 126 apps in a week Setka Hijacked apps hit Shopify checkouts Ethercycle ● Free Masterclass How to Convert Your Klaviyo Audiences Thursday, October 29 · 11 AM ET · 60 minutes · Free You segment email and SMS in Klaviyo. Then a VIP, a one-time buyer and a lapsed customer all click through to the same storefront. Shoplift is hosting a free masterclass with three Klaviyo Master Elite agencies on what each audience needs to see on your store, and how to show it to them. Each agency takes one audience and goes deep: One-time buyer to repeat customer, with Zettler Digital. Zettler builds daily-use habits for consumable, health and wellness brands, and covers what a first-time buyer needs to see to buy again. VIPs and loyalty, with Andzen, winner of Okendo’s best loyalty implementation award two years running. Lapsed customers, with ECD Digital Strategy. ECD reaches lapsed customers through SMS and direct mail, including the ones who stopped opening email. Shoplift opens the session with how the Klaviyo integration brings those audiences onto your store. We close on how to read each audience by revenue per visitor. The session is built for teams already running segments and flows in Klaviyo. Every registrant gets the recording and the playbook, whether you attend live or not. Live attendees get about 20 minutes of Q&A with all four presenters. October 29th: RSVP → NEW: Klaviyo Integration ● BFCM for The Other Half Your BFCM strategy if you’re a non-BFCM brand Most Black Friday advice assumes November is your biggest month. In Shoplift’s Storefront Index, 53% of $10M+ Shopify brands don't experience the usual BFCM peak. These brands still get a November lift: 23% more visitors and revenue at 1.34x a normal month. By December, though, they’re back to 1.09x. Traffic costs don’t wait for your peak, either. In Northbeam’s Meta data, CPM peaked at $23.06 during BFCM week in 2025. A couple of weeks ago, we hosted a Masterclass with Bryan Bumgardner, head of content at Northbeam, and Nick Shackelford, VP of Partnerships at Common Thread Collective. The masterclass started with one question: what job should Black Friday do for a brand whose peak falls somewhere else? We answered it through seven buying patterns we call Shapes. Most brands recognize themselves in one or two. Let’s take a look at three of them: The season’s mood runs against you: Fresh-start products peak when motivation turns. 37% of Other Half brands had a January bigger than December, compared with 11% of Black Friday brands. For this Shape, BFCM’s job is to prepare for that turn. Give visitors a fresh-start reason to sign up, and lead with a starter option. Then shift the hero and merchandising when your data shows the change. The purchase cannot close inside a weekend: The sale runs four days, but a made-to-order purchase can take weeks. Show an expected delivery date instead of a broad lead time, and route shoppers to what can still arrive in time. When the full purchase can’t happen yet,