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In this episode, Will Laurenson welcomes Shopify expert Kurt Elster to discuss the importance of themes in e-commerce websites. They cover common mistakes brands make with their Shopify websites and recommend useful apps for improving customer experience. The conversation includes tips on creating a well-designed main menu, the significance of content in driving conversions, and the importance of addressing customer inquiries. They also explore strategies to improve e-commerce sales without heavy discounting, including the use of free gifts with purchase. The podcast concludes with insights on Shopify's new AI tool, Sidekick, and advice for e-commerce business owners to be customer-centric.