In this episode of the Small Business PR Podcast, Gloria sits down with Kurt Elster — e-commerce expert, long-time Shopify insider, and host of The Unofficial Shopify Podcast — to break down exactly what founders need to know if they want to hit their first $100K on Shopify.

Kurt has helped brands scale from five to eight figures, and today, he’s pulling back the curtain on the real mistakes most founders make… and the simple fixes that can transform your store’s conversions, customer loyalty, and long-term revenue.

If you're an e-commerce founder struggling to grow, this episode is your shortcut.

The THREE Most Common Mistakes Keeping Founders From Their First $100K

Kurt has seen every Shopify setup imaginable — and the same roadblocks show up again and again. In this episode, he unpacks:

1. Obsessing over themes instead of messaging

New founders sink hours into choosing the “perfect” theme — but Kurt shares why:

• Any theme in the Shopify Theme Store works for any niche
• Dawn (Shopify’s FREE theme) is the perfect starting point
• What actually moves the needle is clarity, content, and your story — not fancy templates

   2. Ignoring the post-purchase experience

Your second, third, and fourth sales are where your profit lives. Kurt breaks down:

• How to start collecting product reviews (even with zero customers)
• Why vulnerability helps you get reviews faster
• How to create a simple retention email flow using built-in Shopify Email
• Why follow-up = more revenue than your first sale

  3. Being afraid to email your customers

Kurt crushes the fear of “bothering” your list and shows:

• Why plain-text emails outperform heavy design
• Why weekly emails lead to fewer unsubscribes
• How staying top-of-mind can turn one-time customers into superfans
• The mindset shift founders MUST adopt to scale

The Tools, Features & Strategies Founders Overlook

Kurt shares the most underutilized (and free!) Shopify features that boost conversions instantly, including:

• Shop Pay & Shop Pay Installments

Faster checkout = more conversions. Younger buyers especially rely on installments.

• Customer accounts (passwordless login)

Reduce friction and make repeat purchases seamless.

• The Shop App

A built-in discovery marketplace your brand should absolutely be in.

How to Build a Repeatable, Revenue-Driving Customer Journey

Kurt walks through simple but powerful workflows like:

• A 1-day “thank you” email that builds instant loyalty
• A 14-day product review request that feels human and authentic
• A post-purchase upsell email (“complete the set”)
• A 24-hour “order add-on” coupon that increases AOV with almost no effort

Final Takeaway

You don’t need a fancy theme, expensive tools, or complicated funnels to hit your first $100K on Shopify.

What you do need is:

 ✅ Clear messaging

 ✅ A simple, human post-purchase system

✅ A willingness to email consistently

✅ The courage to stay visible

If Kurt’s clients can go from zero to multiple six figures, so can you.

Resources Mentioned:

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