Friday Q&As

🚨 In today’s newsletter 🚨

• Friday Q&As with Ibrahim

• Top 3 Latest News: Lazada Whitepaper reveals 88 percent of consumers make purchasing decisions using AI and more…

Let's dive into it! 👇

#1

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#2

Heyyy!

It’s Friday, so let’s answer some Q&As..

Question from Alistair (Partner at Shelley Davies): Hi Ibrahim. Have followed you for awhile and love your thorough, smart advice. Perhaps we are a bit off your track but we could sure use some help. My wife is an artist (of 50+ years). I’m biased of course but I think she’s good. I thought I built a good Shopify website showcasing her work (her puzzle licensees have sold literally half a million jigsaw puzzles using her designs). But her original art doesn’t sell, not even her $50 prints! I spent some money on Google ads last Christmas but we sold barely $500 :( I’m old enough and wise enough to be told that I’m completely biased and have thick enough skin to accept that her abstract art isn’t for everyone . But surely we should be selling SOME inexpensive prints? We get loads of traffic. Analytics is pretty good and happy to share the numbers if you’d like to see. And her Insta account is very sticky. So what I am doing wrong? I’m an old techie , maybe blinded by 40 years of marriage haha but even if the art isn’t for everyone isn’t it for someone?

A minor detail- just added her new book to the website but these facts and figures were applicable before I put up the Flipbook in advance of a kickstarter campaign due to launch in December. I know I know it’s probably image overflow but I thought it was the best place to kick off the project. But that doesn’t alter the sound of crickets we’ve enjoyed the last two years Hope you have some advice. Signed Ali Despondent boomer

My Response: Alistair, firstly, thank you so much for reading our newsletter. It means a lot to us.

Coming to your questions, I had a look at the website and the products, and I believe, while you may not have been able to sell well so far, these are still creative products, and you’re right - there should definitely be an audience out there that would love these products—it’s just a matter of getting a few things right—price points, understanding who the customers are and where to find them, making the entire customer experience seamless, making it easier for your customers to reach out to you if they have any questions, etc.

I’d love to chat and help you out with this personally. Feel free to book a complimentary call here with me.

Question from Noah (CEO): How can I improve my return rate without just making everything “free returns”?

My Response: Improving return rates is often about setting the right expectations and guiding customers to the right products upfront. Consider adding a quiz or a recommendation engine on your site to help customers choose the best option for their needs—this can reduce “wrong size” or “not as expected” returns.

Detailed product descriptions, high-quality images, and customer reviews also help. Additionally, offering store credit or exchanges instead of refunds can keep the value within your business while still providing flexibility to the customer. Another tip: track why customers return products, and use that feedback to optimize your product pages or sizing guides.

For Peel Away, our return rate used to be about 3%, and 90% of the time, it was because they weren’t sure of the sheet size they’d order, that is, instead of Twin XL, they’d sometimes order Twin size, and would eventually email us to return/exchange. I had to do something about it, and that’s when I decided to launch the Quiz, getting the rate of returns down to 1% from 3%. Here’s the Quiz page that I had built.

Question from Rachel (CMO): What would the best way to use user generated content in ads without it feeling overly polished?

My Response: To keep UGC feeling genuine, avoid heavy editing—embrace the imperfections. Authenticity shines when content feels relatable, so use photos or videos that show real customers using your product in everyday settings. When running ads with UGC, include a caption or short testimonial from the customer that speaks to their experience in their own words.

To source the best UGC, try running a “share your story” campaign on social or request content in follow-up emails post-purchase. When customers see that your ads feature real users, it boosts trust and relatability without needing to look overproduced.

Also, please note, FTC has come up with new guidelines for UGC and it would be worth taking a look at. Here’s the updated FTC Guidelines.

Question from Lily (Founder): How can I ensure my sustainability messaging feels authentic and doesn’t come across as greenwashing?

My Response: The key to authentic sustainability messaging is keeping it real and specific. Instead of general terms like "eco-friendly" or "green," try highlighting exactly what you're doing—maybe that’s using responsibly sourced materials, cutting down on packaging, or offsetting carbon emissions. Don’t be afraid to share both your wins and areas you’re still working on; customers really appreciate seeing progress over perfection.

It also helps to create a dedicated page on your site where you can give regular updates on these efforts, like milestones or future goals. And if you can, consider a partnership with a trusted third-party certification. That extra credibility shows you’re serious and adds weight to your messaging.

Alright folks, that’s it for today!

If you have more questions/feedback, use this form. I appreciate all the responses!

You can apply to work with me using this form.

Have a great weekend ahead!

📰IN THE NEWS

👉 Lazada Whitepaper reveals 88 percent of consumers make purchasing decisions using AI
88% of shoppers make buying decisions using AI, and 83% will pay more for AI-enhanced shopping experiences. If you're not using AI in your store, you're leaving money on the table.

👉 DHL eCommerce publishes US-focused e-commerce shopper report
DHL's latest US e-commerce report reveals that 94% of shoppers make purchase decisions based on delivery options, with 45% abandoning carts when their preferred delivery method isn't available — critical intel for optimizing your conversion rates this peak season. The report also uncovers valuable insights about subscription models, marketplace dominance, and cross-border opportunities that could directly impact your bottom line.

👉 GoodRx Launches eCommerce Platform With Contraceptive Maker Opill
GoodRx's move into ecommerce reveals an often-overlooked goldmine: combining BNPL with essential products. They're tapping into a market where 15% of customers struggle to pay, turning payment flexibility into a competitive edge.

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