When to Use
Use this skill when:
- The user wants to launch or optimize an e-commerce store with platform selection, product listings, or conversion rate optimization
- The user needs help with cart abandonment strategies, payment processing, or shipping logistics
- The user wants guidance on e-commerce analytics KPIs, customer retention, or inventory management
- The user needs to choose between Shopify, WooCommerce, BigCommerce, or other e-commerce platforms
Do NOT use this skill when:
- The user is running a dropshipping business specifically (use dropshipping-guide instead)
- The user is selling handmade goods on Etsy or craft fairs (use handmade-seller instead)
- The user is building a two-sided marketplace rather than a single-seller store (use marketplace-builder instead)
Process
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Gather requirements. Ask the user clarifying questions about their specific context, goals, constraints, and experience level.
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Analyze the situation. Review the information provided and identify key factors, challenges, and opportunities relevant to ecommerce advisor.
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Develop the framework. Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.
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Deliver actionable output. Present specific, implementable recommendations with clear rationale, timelines, and success criteria.
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Address edge cases. Proactively identify potential issues, alternative approaches, and contingency plans.
Use this skill when:
- User needs guidance on ecommerce advisor
- User asks about ecommerce advisor best practices or techniques
- User wants a structured approach to ecommerce advisor
Do NOT use this skill when:
- A more specialized skill exists for the specific subtopic
- The request is outside the scope of ecommerce advisor
Questions to Ask the User First
- What are you selling? (Physical products, digital products, services, subscriptions)
- How many products/SKUs? (1-10, 10-100, 100-1000, 1000+)
- What is your current stage? (Planning, launching, operating, scaling)
- What is your monthly revenue? (Pre-revenue, $0-5K, $5K-50K, $50K-500K, $500K+)
- Who is your target customer? (Demographics, geography)
- What is your average order value? (Or expected AOV)
- How do you fulfill orders? (Self-fulfilled, 3PL, dropshipping, digital delivery)
- What is your current tech stack? (Platform, tools, integrations)
- What is your biggest challenge? (Traffic, conversion, operations, retention)
- What is your marketing budget? (Monthly)
Step 1: Platform Selection
Platform Comparison Matrix
E-COMMERCE PLATFORM DECISION MATRIX
Score each platform 1-5 for your specific needs:
| Criteria | Weight | Shopify | WooCommerce | BigCommerce | Squarespace | Custom |
|-----------------------|--------|---------|-------------|-------------|-------------|--------|
| Ease of setup | {{w}} | 5 | 3 | 4 | 5 | 1 |
| Customization | {{w}} | 3 | 5 | 4 | 2 | 5 |
| Scalability | {{w}} | 4 | 3 | 5 | 2 | 5 |
| Cost (low = better) | {{w}} | 3 | 4 | 3 | 4 | 1 |
| App ecosystem | {{w}} | 5 | 5 | 4 | 2 | 5 |
| SEO capabilities | {{w}} | 4 | 5 | 4 | 3 | 5 |
| Payment flexibility | {{w}} | 4 | 5 | 5 | 3 | 5 |
| Support quality | {{w}} | 4 | 2 | 4 | 3 | 1 |
| WEIGHTED SCORE | | {{}} | {{}} | {{}} | {{}} | {{}} |
Platform Recommendations by Business Type
QUICK PLATFORM GUIDE:
Just starting, < 100 products, non-technical:
RECOMMENDATION: Shopify
Why: Fastest to launch, excellent app ecosystem, managed hosting
Cost: $39-399/month + 2.9% + $0.30 per transaction
WordPress site exists, need to add commerce:
RECOMMENDATION: WooCommerce
Why: Integrates with existing WordPress, maximum flexibility
Cost: Hosting $20-100/month + extensions $0-300/year each
High-volume, complex catalog:
RECOMMENDATION: BigCommerce
Why: Built-in features reduce app dependency, no transaction fees
Cost: $39-399/month (enterprise custom)
Service-based with simple products:
RECOMMENDATION: Squarespace Commerce
Why: Beautiful templates, built-in scheduling, simple setup
Cost: $33-65/month
High customization needs, tech team available:
RECOMMENDATION: Custom (headless commerce)
Options: Medusa, Saleor, or headless Shopify + custom frontend
Cost: $500-5000/month infrastructure + development costs
Step 2: Product Listing Optimization
Product Page Template
PRODUCT PAGE OPTIMIZATION CHECKLIST
PRODUCT TITLE:
Format: {{Brand}} {{Product Name}} - {{Key Feature}} - {{Size/Color/Variant}}
PRODUCT IMAGES:
Required images:
- [ ] Hero image (white background, product centered)
- [ ] Lifestyle image (product in use)
- [ ] Scale image (product with size reference)
- [ ] Detail image (close-up of key feature)
- [ ] Package contents image (everything included)
- [ ] Variant images (every color/option)
Specifications:
- [ ] Minimum 1000x1000px (2000x2000 recommended)
- [ ] Consistent styling across products
- [ ] Zoom capability enabled
- [ ] Alt text on every image (SEO)
PRODUCT DESCRIPTION:
Structure:
1. Opening hook (address the problem/desire)
2. Key benefits (3-5 bullets, benefit-first format)
3. Feature details (specifications, materials)
4. Social proof (review snippet, "As seen in...")
5. Use case / who it is for
Benefit-first bullet format:
"{{Benefit}} -- {{Feature that enables it}}"
PRICING DISPLAY:
- [ ] Price is prominent and easy to find
- [ ] Compare-at price shown if on sale (with strikethrough)
- [ ] Per-unit price for multi-packs
- [ ] Shipping cost or "free shipping" noted
- [ ] Payment installment options shown (Shop Pay, Afterpay)
TRUST ELEMENTS:
- [ ] Customer reviews and star rating visible
- [ ] Review count displayed
- [ ] User-generated photos in reviews
- [ ] Shipping and return policy linked
- [ ] Satisfaction guarantee badge
- [ ] Secure checkout badge
- [ ] Stock status (creates urgency)
CALLS TO ACTION:
- [ ] "Add to Cart" button is large and prominent
- [ ] Button color contrasts with page background
- [ ] Buy now / express checkout option
- [ ] Wishlist/save option
- [ ] Size guide link (if applicable)
SEO for Product Pages
PRODUCT PAGE SEO CHECKLIST
ON-PAGE ELEMENTS:
- [ ] Title tag: {{Primary Keyword}} - {{Brand}} | {{Store Name}}
- [ ] Meta description: 150-160 chars with primary keyword and CTA
- [ ] H1: Product name with primary keyword
- [ ] URL: /products/{{primary-keyword-product-name}}
- [ ] Image alt text: Descriptive, keyword-included
- [ ] Schema markup: Product schema with price, availability, reviews
- [ ] Internal links: Related products, category pages
CONTENT:
- [ ] Unique product description (not manufacturer copy)
- [ ] Minimum 300 words of descriptive content
- [ ] FAQ section with common questions
- [ ] Keyword variations used naturally throughout
Step 3: Conversion Rate Optimization (CRO)
CRO Audit Framework
CONVERSION RATE OPTIMIZATION AUDIT
CURRENT METRICS:
Overall conversion rate: {{pct}}% (benchmark: 2-3% average)
Add-to-cart rate: {{pct}}% (benchmark: 8-10%)
Cart-to-checkout rate: {{pct}}% (benchmark: 50-60%)
Checkout completion rate: {{pct}}% (benchmark: 45-55%)
Average order value: ${{aov}}
Revenue per visitor: ${{rpv}}
HOMEPAGE AUDIT:
- [ ] Value proposition clear within 5 seconds
- [ ] Primary CTA visible above the fold
- [ ] Navigation is intuitive (max 7 top-level categories)
- [ ] Search bar is prominent
- [ ] Social proof visible (reviews, press logos, customer count)
- [ ] Mobile-responsive and fast-loading
CATEGORY PAGE AUDIT:
- [ ] Filters are relevant and functional
- [ ] Sort options include price, popularity, newest
- [ ] Product images are consistent in style
- [ ] Prices visible without clicking through
- [ ] Quick-view or add-to-cart from listing
PRODUCT PAGE AUDIT:
- [ ] (See Product Listing Optimization section above)
- [ ] Page load time < 3 seconds
- [ ] Sticky add-to-cart button on scroll
- [ ] Related/recommended products section
- [ ] Recently viewed products section
CART PAGE AUDIT:
- [ ] Cart accessible from any page (icon with count)
- [ ] Easy quantity adjustment
- [ ] Remove item option is clear
- [ ] Subtotal and estimated shipping shown
- [ ] Continue shopping button
- [ ] Promo code field (but not too prominent)
- [ ] Cross-sell / upsell suggestions
- [ ] Trust badges near checkout button
- [ ] Express checkout options (Apple Pay, Google Pay, PayPal)
CHECKOUT AUDIT:
- [ ] Guest checkout option (do NOT force account creation)
- [ ] Progress indicator (Step 1 of 3)
- [ ] Minimal form fields (only what is necessary)
- [ ] Auto-fill enabled
- [ ] Address validation
- [ ] Multiple payment options
- [ ] Order summary visible throughout
- [ ] Security badges visible
- [ ] Clear return/refund policy link
- [ ] Shipping cost shown before final step
CRO Testing Roadmap
CRO TEST PRIORITY MATRIX
| Test Idea | Impact | Effort | Priority |
|-------------------------------------|--------|--------|----------|
| Add guest checkout | High | Low | DO FIRST |
| Add express payment (Apple Pay etc) | High | Low | DO FIRST |
| Add product reviews/ratings | High | Medium | HIGH |
| Improve product photography | High | High | HIGH |
| Add free shipping threshold | High | Low | DO FIRST |
| Simplify navigation | Medium | Medium | MEDIUM |
| Add size guide | Medium | Low | MEDIUM |
| Sticky add-to-cart on mobile | Medium | Low | MEDIUM |
| Optimize page load speed | High | Medium | HIGH |
| Add live chat/chatbot | Medium | Medium | MEDIUM |
| Add urgency indicators | Low | Low | LOW |
| Redesign homepage | Medium | High | LOW |
Step 4: Cart Abandonment Strategy
CART ABANDONMENT RECOVERY PLAN
AVERAGE CART ABANDONMENT RATE: 70% (industry average)
YOUR CURRENT RATE: {{pct}}%
PREVENTION (reduce abandonment before it happens):
1. Show shipping costs early (not at checkout)
2. Offer free shipping threshold: "Free shipping on orders over ${{amount}}"
3. Display trust badges throughout funnel
4. Provide multiple payment options
5. Enable guest checkout
6. Show stock levels / urgency cues
7. Simplify checkout to minimum steps
8. Save cart for returning visitors
RECOVERY (win back abandoners):
EMAIL SEQUENCE:
Email 1 (1 hour after abandonment):
Subject: "You left something behind"
Content: Cart contents with images, direct link back
CTA: "Complete your order"
Incentive: None (test without discount first)
Email 2 (24 hours after):
Subject: "Still thinking about {{product_name}}?"
Content: Social proof, reviews, benefits reminder
CTA: "Return to your cart"
Incentive: Free shipping or small discount (optional)
Email 3 (72 hours after):
Subject: "Last chance -- your cart is about to expire"
Content: Urgency, limited stock, final offer
CTA: "Complete your order now"
Incentive: {{discount_pct}}% off or free gift (optional)
RETARGETING ADS:
Platform: Facebook/Instagram, Google Display
Audience: Cart abandoners (exclude purchasers)
Creative: Show exact products left in cart
Offer: Match email sequence incentive
Duration: 7-14 days post-abandonment
Budget: ${{daily_budget}}/day
EXIT-INTENT POPUP:
Trigger: Mouse moves toward close/back button
Offer: "Wait! Get {{discount}}% off your order"
Or: "Free shipping on your first order"
Capture: Email address for follow-up
Step 5: Payment & Shipping Strategy
Payment Processing
PAYMENT STRATEGY
REQUIRED PAYMENT METHODS:
- [ ] Credit/debit cards (Visa, Mastercard, Amex)
- [ ] PayPal
- [ ] Apple Pay
- [ ] Google Pay
- [ ] Shop Pay (Shopify stores)
CONSIDER ADDING:
- [ ] Buy now, pay later (Afterpay, Klarna, Affirm)
Impact: Can increase AOV 20-30%
- [ ] Cryptocurrency (if relevant to audience)
- [ ] Wire transfer / ACH (B2B, high-value orders)
- [ ] Local payment methods (for international markets)
PAYMENT PROCESSOR COMPARISON:
| Feature | Stripe | PayPal | Square | Shopify Payments |
|-------------------|-----------|-----------|-----------|-----------------|
| Transaction fee | 2.9%+30c | 2.99%+49c| 2.9%+30c | 2.9%+30c |
| International fee | +1.5% | +1.5% | +1.0% | +1.5% |
| Payout time | 2 days | Instant | 1-2 days | 2-3 days |
| Chargeback fee | $15 | $20 | $0 | $15 |
| PCI compliance | Included | Included | Included | Included |
FRAUD PREVENTION:
- [ ] Enable 3D Secure (Verified by Visa, Mastercard SecureCode)
- [ ] Set up address verification (AVS)
- [ ] Enable CVV verification
- [ ] Set fraud filters (high-risk countries, mismatched billing/shipping)
- [ ] Review high-value orders manually
- [ ] Use fraud detection service (Stripe Radar, Signifyd)
Shipping Strategy
SHIPPING STRATEGY
SHIPPING OPTIONS TO OFFER:
[ ] Free shipping (absorb cost, best for conversion)
Implementation: Build shipping cost into product price
Or: Free shipping on orders over ${{threshold}}
[ ] Flat rate shipping: ${{amount}} per order
[ ] Calculated shipping: Real-time carrier rates
[ ] Expedited/express: ${{amount}} for {{delivery_days}}-day delivery
Important for: Gift purchases, time-sensitive products
[ ] Local delivery/pickup: Free or ${{amount}}
Good for: Businesses with local presence
CARRIER SELECTION:
| Need | Recommended | Why |
|-----------------------|---------------------|--------------------------|
| Best overall value | USPS (small/light) | Cheapest for < 1 lb |
| Reliable tracking | UPS | Consistent, good tracking |
| International | DHL / FedEx Intl | Customs handling |
| Same/next day | Local courier | Speed |
| Multi-carrier rates | ShipStation/Shippo | Rate comparison tools |
SHIPPING PAGE CONTENT:
- [ ] Processing time: {{business_days}} business days
- [ ] Estimated delivery times by method
- [ ] Shipping cost table or calculator
- [ ] International shipping availability
- [ ] Tracking information provided via email
- [ ] Holiday/peak season shipping deadlines
Step 6: Inventory Management
INVENTORY MANAGEMENT BASICS
INVENTORY METHODS:
[ ] Just-in-time (JIT): Order as needed, minimal stock
[ ] Safety stock: Buffer above expected demand
Formula: Safety stock = Z x stddev(demand) x sqrt(lead time)
[ ] Economic Order Quantity (EOQ):
Formula: EOQ = sqrt((2 x annual demand x order cost) / holding cost)
[ ] Dropshipping: No inventory, supplier ships direct
KEY METRICS:
Inventory turnover: {{turns}}/year (benchmark: 4-6 for retail)
Formula: COGS / Average inventory
Days sales of inventory: {{days}} (benchmark: 30-60)
Formula: 365 / Inventory turnover
Stockout rate: {{pct}}% (target: < 2%)
Carrying cost: {{pct}}% of inventory value/year (typical: 20-30%)
REORDER POINT CALCULATION:
Average daily sales: {{units}}/day
Lead time from supplier: {{days}} days
Safety stock: {{units}}
Reorder point = (Daily sales x Lead time) + Safety stock
= ({{daily}} x {{lead}}) + {{safety}} = {{reorder_point}} units
INVENTORY TOOLS:
Shopify: Built-in inventory tracking
TradeGecko/QuickBooks Commerce: Multi-channel inventory
Cin7: Warehouse management
ShipBob: 3PL with inventory management
Step 7: Customer Retention
CUSTOMER RETENTION STRATEGY
RETENTION METRICS:
Repeat purchase rate: {{pct}}% (target: 25-30%+)
Customer lifetime value: ${{ltv}}
Average time between purchases: {{days}} days
Customer retention rate: {{pct}}% (target: 80%+ annually)
RETENTION TACTICS:
1. EMAIL MARKETING:
- Post-purchase thank you (immediate)
- Product education / how-to (Day 3)
- Review request (Day 7-14)
- Cross-sell recommendation (Day 21)
- Replenishment reminder (Day {{reorder_cycle}})
- Win-back for lapsed customers (Day 60-90)
2. LOYALTY PROGRAM:
Structure: Points per dollar spent
3. SUBSCRIPTION/AUTO-REPLENISH:
Offer: {{discount_pct}}% off for subscribe-and-save
Frequency options: Every {{2/4/6/8}} weeks
Easy pause/cancel (reduces friction to sign up)
4. POST-PURCHASE EXPERIENCE:
- Branded packaging / unboxing experience
- Handwritten thank-you note (for high-value orders)
- Product insert with discount code for next purchase
- Easy returns process (prepaid label included)
5. CUSTOMER SERVICE EXCELLENCE:
- Response time target: < {{hours}} hours
- Channels: Email, chat, phone (based on AOV)
- Proactive outreach for shipping delays
- Generous return/exchange policy
- Surprise and delight moments
Step 8: Analytics & KPIs
E-COMMERCE KPI DASHBOARD
TRAFFIC METRICS:
Total sessions: {{count}} (trend: {{up/down/flat}})
Unique visitors: {{count}}
Traffic sources:
Organic search: {{pct}}%
Paid search: {{pct}}%
Social: {{pct}}%
Email: {{pct}}%
Direct: {{pct}}%
Referral: {{pct}}%
Bounce rate: {{pct}}% (target: < 40%)
Pages per session: {{count}} (target: > 3)
CONVERSION METRICS:
Overall conversion rate: {{pct}}% (target: 2-3%+)
Add-to-cart rate: {{pct}}% (target: 8-10%+)
Cart abandonment rate: {{pct}}% (target: < 70%)
Checkout completion rate: {{pct}}% (target: > 45%)
REVENUE METRICS:
Revenue: ${{revenue}} (period: {{period}})
Average order value: ${{aov}} (target: +10% QoQ)
Revenue per visitor: ${{rpv}}
Gross margin: {{pct}}%
Customer acquisition cost: ${{cac}}
Customer lifetime value: ${{ltv}}
LTV:CAC ratio: {{ratio}}:1 (target: > 3:1)
PRODUCT METRICS:
Top 10 products by revenue: {{list}}
Top 10 products by units: {{list}}
Products with highest return rate: {{list}}
Products with lowest conversion: {{list}}
REVIEW CADENCE:
Daily: Revenue, orders, conversion rate, traffic
Weekly: Traffic sources, top products, cart abandonment
Monthly: Full KPI review, LTV/CAC, cohort analysis
Quarterly: Channel ROI, retention analysis, competitive benchmarking
TOOLS:
Analytics: Google Analytics 4, Shopify Analytics
Heatmaps: Hotjar, Microsoft Clarity (free)
A/B Testing: Google Optimize, Optimizely
Email: Klaviyo, Mailchimp
Reviews: Yotpo, Judge.me, Stamped.io
E-Commerce Launch Checklist
PRE-LAUNCH (2-4 weeks before):
- [ ] Platform set up and configured
- [ ] All products listed with optimized descriptions and images
- [ ] Payment processing tested (place test orders)
- [ ] Shipping rates configured
- [ ] Tax settings configured (use TaxJar or built-in)
- [ ] Email marketing set up (welcome, abandoned cart, post-purchase)
- [ ] Analytics installed (GA4, Facebook Pixel)
- [ ] Legal pages: Privacy policy, Terms of service, Return policy
- [ ] Mobile experience tested on multiple devices
- [ ] Page speed optimized (< 3 seconds)
- [ ] SEO basics: Meta titles, descriptions, sitemaps
- [ ] Social media profiles created and linked
- [ ] Customer support channels set up
LAUNCH DAY:
- [ ] Final QA: Place orders from multiple devices/browsers
- [ ] Monitor for errors (checkout, payment, confirmation emails)
- [ ] Announce to email list, social media, communities
- [ ] Enable any launch promotions/discounts
- [ ] Monitor analytics in real-time
POST-LAUNCH (first 30 days):
- [ ] Review daily metrics
- [ ] Respond to all customer inquiries within 24 hours
- [ ] Collect and respond to customer feedback
- [ ] Fix any UX issues discovered through real usage
- [ ] Begin cart abandonment email sequence
- [ ] Start collecting reviews
- [ ] Plan first retention campaign
Output Checklist
- Platform recommendation matches business needs and technical capability
- Product listings follow optimization best practices
- Conversion funnel has been audited with specific improvement recommendations
- Cart abandonment recovery plan includes email, ads, and prevention
- Payment and shipping strategies are configured for target market
- Retention plan addresses email, loyalty, and post-purchase experience
- KPI dashboard tracks the right metrics at the right frequency
- All recommendations are prioritized by impact and effort
Output Format
Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.
[Ecommerce Advisor deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timeline
Example
Input: "Help me with ecommerce advisor for a mid-size project."
Output: A complete ecommerce advisor framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.
Edge Cases
- Incomplete information: Ask clarifying questions before proceeding rather than making assumptions
- Conflicting requirements: Identify trade-offs explicitly and present options with pros and cons
- Scale mismatch: Adapt recommendations to match the user's context (individual vs. team vs. organization)
- Domain crossover: When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest