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How to grow multiple Shopify stores

If you’ve been impressed by the ease and simplicity of turning your hobby into a Shopify business, then you might be considering store number two (or three.) Which is why this week, we’re looking at how to grow multiple Shopify stores successfully and profitably.

Why venture beyond one Shopify store?

Shopify stores are versatile websites and can handle many products, visitors, and pages. Many Shopify themes also allow you to create multiple product categories for your customers to browse, filter, and search – meaning that you may be questioning whether an additional store (and fee) is necessary. However, there are many circumstances when Shopify sellers like you open multiple stores. For example, additional stores are useful when:

  • Selling completely different products, for example, baby carriers vs. man care.
  • Selling to different audiences, for example, B2B vs. B2C.
  • Selling to different customers, for example, high-end customers vs. bargain hunters.

Having a different Shopify website for each of these circumstances makes it easier to:

  • Target the correct audience;
  • Market and brand the website;
  • Charge the best prices; and
  • Become a market leader for that vertical.

How to grow multiple Shopify stores

You’ve been there, you’ve done it, and it was easy – so why should opening up a second or third Shopify store be any different?

In theory, it’s not. But in practice, growing multiple Shopify stores requires different strategies, approaches, and thinking. For example, you’ll need to:

1. Build awareness

Just because everyone knows about your current store, doesn’t mean that they’ll automatically know about, or be interested in your new store. You must re-build awareness for your new websites through:

Theming

Is your current Shopify theme suitable for your new venture? You might want to work with a system that you’re familiar with, or you might want to create an entirely different look and feel. Look at the top-rated Shopify themes out there and select the one best suited to your target audience.

But it’s not just your theme that needs tweaking. You’ll also need to tailor your content to your intended audience, including the tone of voice, style of photography, and even your blog posts.

SEO

SEO optimization must be tailored to each individual store and the products within it. This includes:

  • Identifying the right keywords for each store;
  • Inserting your keywords into the relevant titles, copy, and URLs; and
  • Registering your new stores with Google and Bing as new entities.

Read our guide on top ten Shopify SEO tips for inspiration. 

Marketing

Similarly, your marketing campaigns must be adjusted to suit your new store, its products, and the target audience. For example, you’ll need to create whole new customer personas so that you know who to target and where to reach them. Then you’ll need to set up relevant social media profiles to begin engaging with those customers on a personal level. And finally, you must create new ad campaigns in Google Ads and on social media.

Further reading: Grow your social media following by reading these guides to Facebook for Shopify and Instagram for Shopify

2. Driving conversions

As you already know, awareness doesn’t automatically equal sales. You need to drive conversions on your new stores, using similar tactics to those used in your original store. The only difference is that you need to tailor your strategies according to your new audience personas. You can do this through:

Psychology tactics

While the fundamentals of eCommerce psychology apply across the industry the specific tactics to use depend on the products you’re selling on each website. For example, the psychology of aversion would need to be applied differently to the following stores:

  • A baby carrier website might promote safety ratings and user reviews to make new parents feel that they’re avoiding risk by purchasing from you.
  • A man care website might promote fast shipping and multi-buy discounts to make shoppers feel that they’re avoiding the risk of late delivery and of missing out on a bargain.
  • A US-Chinese online food store might have Chinese translations, different payment options, and imagery to make shoppers feel more at home buying from you.

Pricing strategies

To grow multiple Shopify stores successfully, you must charge the right price to attract customers and make a profit. A successful pricing strategy depends on what products you sell, what customers you target, and what your competition is doing – meaning that you need to adopt a different approach for each website.

There are many pricing strategies to choose from, including premium pricing, dynamic pricing, and even loss leaders. You can find out more in our blog on Shopify pricing strategies.

Shipping strategies

Fast and free shipping are the top purchase drivers online, meaning that you’ll want to offer both on all of your stores. With online marketplaces such as Amazon and Walmart offering deliveries in 2-days or less, you’ll want to offer next-day or 2-day deliveries on Shopify.

3. Managing multiple Shopify stores

Once your multiple Shopify stores are successfully live and creating sales, all you need to do is figure out how to manage multiple Shopify stores. Specifically:

Order management

Orders will be coming in from different platforms. You must ensure that these are received and processed as quickly as possible to meet shipping deadlines and customer expectations. Look into an order management system that can collate these orders in one place to avoid missed, duplicated, or delayed orders.

Inventory management

Likewise, your stock will split across numerous platforms, which requires constant attention if you don’t want to sell out. Research Shopify inventory management systems that enable you to centrally view, track, and update stock across all of your Shopify stores.

Fulfillment

With multiple stores and orders to manage, maintaining shipping speeds and standards can be difficult – especially as you continue growing. You have four main options for multi-Shopify store fulfillment:

 

  • In-house fulfillment – maintaining your current fulfillment operation but investing in more space, staff, and systems to help you manage it.
  • Outsourced fulfillment – using a 2-day Shopify fulfillment partner to handle your picking and shipping for you, while guaranteeing fast deliveries.
  • Mixed fulfillment – using a combination of in-house and outsourced fulfillment depending on your Shopify store (recommended for certain products or those testing outsourced fulfillment).
  • Freight forwarding – using someone to arrange different carriers and shipping methods to get products to international buyers.

Customer service

And finally, you must maintain the same level of outstanding customer service across all of your Shopify stores. This includes:

  • Responding to queries quickly and resolving them satisfactorily;
  • Delivering items on-time and undamaged; and
  • Rewarding loyal customers with discounts and deals.

Summary

Opening up multiple Shopify stores is easy – growing them is another challenge. Follow our top tips and considerations to ensure that your additional Shopify stores are a successful addition to your eCommerce business.

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