Ecommerce, Prioritised
Ian FergusonPractical thinking on ecommerce growth, written for teams who want clearer priorities and better decisions. Written from inside growing Shopify teams.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 93 | Founded | 2 years ago | Last Issue | 3 months ago |
| Active | |||||
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Your collection page is a shop window
I get it.
If you run an ecommerce store you’ve probably got 101 things to deal with every day. Sorting something out with the warehouse, handling returns, answering live chat and fixing whatever small issue appeared overnight.
So when it...
Using AI to customise your store (without breaking it later)
AI coding tools are already mainstream. The 2025 Stack Overflow Developer Survey found 84% of developers are already using or planning to use AI tools in their workflows.
The difference is that good developers have processes around version...
The hidden costs of creating too many collection pages
Most growing ecommerce brands don’t have weak collection pages; they have too many of them.
And this isn’t a small issue…
Baymard’s 2024/25 benchmark found that 58 % of desktop ecommerce sites and 78 % of mobile sites deliver mediocre or...
Why most ecommerce teams overthink CRO
I’ve used Microsoft Clarity for years. It’s free, easy to install and useful for spotting UX friction.
You can watch a few recordings, look at heatmaps and guess at patterns.
Recently, it’s become far more powerful.
With AI layered in, C...
What AI traffic reveals about how well your ecommerce content sells
A recent study of online shoppers found that 58% of consumers use AI tools to research products before buying.
The important part isn’t where the traffic comes from, it’s what this exposes about how customers make decisions before they buy...
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Authors
The writers behind this newsletter.
Ian Ferguson is an ecommerce growth consultant who helps teams prioritise what drives results. He works closely with growing ecommerce brands, often on Shopify, focusing on clarity, decision-making and sustainable growth.
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