What does it actually take for a thriving brick-and-mortar to make eCommerce half the business in 12 months? Morgan Lancaster breaks it down—brand, photography, Shopify setup, and the paid traffic engine that flipped the switch.

🔑 What you'll learn

- How Morgan grew online sales from 5–10% to 50% of revenue in a year

- Why catalog ads are a top-of-funnel workhorse—and how to feed them

- The "website first, floor second" workflow that prevents stock conflicts

- Photography that converts: camera picks, natural light setup, and Lightroom basics

- Building trust online: clean brand, curated new arrivals, and onsite collections

- Inventory planning when eComm ramps (wider vs. deeper, cash-flow realities)

- Local love: simple Google traffic ads to lift foot traffic

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Morgan Lancaster & Ivy House Boutique

Website: ivyhouseboutique.com Facebook: facebook.com/shopivyhouseboutique Instagram: @ivyhouseboutique

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