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Good morning,
Most brands work hard to win the first order, then start from zero trying to win the second.
Graza does something smarter. Its Starter Kit does not just increase what customers spend today. It teaches them how to buy again.
Today:
We break down how Graza builds repeat purchases into its first order, show you how to find what customers search for but cannot find on your store, and cover the shifts shaping ecommerce right now.
Let’s get into it.
Today’s Deep Dive
How Graza Builds the Second Order Into the First
Most starter kits are designed to increase the first order.
Graza’s Starter Kit does something smarter.
It gives customers everything they need to start using Graza today and makes the next purchase a natural part of the system.
The first order installs the habit
The $65 Starter Kit includes:
A bottle of Sizzle for cooking
A bottle of Drizzle for finishing
Refill cans for both
A funnel for refilling the bottles
Buying the two bottles alone costs $37. The Starter Kit increases the first order by $28 while giving the customer a complete refill system.
But the clever part appears directly beneath the first delivery.
Subscribers can choose a refill frequency. Their next delivery contains only the two refill cans for $33.30.
The expensive first order establishes the system. Future orders simply keep it running.
Graza teaches customers what happens next
The product page explains the behaviour in three words:
Squeeze. Refill. Repeat.
This matters because customers are not left to decide what to reorder or when.
Graza has already defined the next purchase.
Build your starter kit around the second order
Ask four questions:
What does the customer need to begin?
Which product will remain in their home?
What will eventually run out?
How can you make replacing it effortless?
Then build the bundle around that cycle.
The first order should introduce the system. The products, packaging and subscription should make the next order obvious.
A good starter kit increases AOV. A great one installs the habit that creates the next order.
The How-To
How to Find What Customers Search for but Cannot Find
Use Shopify’s store-search report to uncover products customers already want but cannot locate.
The quick process:
Open Shopify Analytics.
Find the Searches with no results report.
Sort searches by frequency.
Take the three most common terms.
Add those words to the relevant product titles, descriptions or search synonyms.
If customers repeatedly search for something you do not sell, you may have found your next product opportunity.
The customer has already told you what they want. Check whether your store is listening.
While You Were Building
In the Headlines
Target is changing how products get discovered
Shoppers can now photograph something they like and find similar products in Target’s app. Product photography is becoming searchable inventory, not merely something that makes a product page look good.
Estée Lauder decided its custom commerce stack was no longer worth it
MAC, Tom Ford and Lab Series are moving to Shopify because Estée Lauder’s proprietary technology had become expensive and slow. Owning more technology does not necessarily create an advantage. Sometimes it only creates more technology to maintain.
Lands’ End found a product opportunity inside a stadium rule
Its new clear tote meets stadium bag requirements and now anchors an entire college football campaign. The restriction did not limit the product. It created the reason for the product to exist.engine.
On Socials
Meta’s new AI agent can now discover and buy products from Shopify stores without leaving the app.
The storefront is no longer the only place where the sale happens. Your product data now has to persuade both the customer and the AI agent deciding what to show them.
Ideas Worth Stealing
Challenge what your customers already trust
This ad opens with a bold, fear-driven hook that immediately promises the answer.
The it challenges products people already trust and uses expert-sounding explanations to make the warning feel credible.
📦 Today’s Growth Rep: Place One Test Order
Buy your own product from your phone.
Start on an ad or product page and continue until the order arrives. Record every uncertainty, unexpected cost, delay and confusing message.
Why this works:
You experience the journey as a customer, not as someone who already understands the business. Friction that looks minor internally can be enough to stop a purchase.
Your rep:
Place one order
Record every point of friction
Fix the one most likely to make a customer hesitate
Report: “Order tested”
One order. One hidden friction point removed.
In Case You Missed It
Learn how peak-season planning can be broken into four essential checks: accurate forecasting, securing carrier and warehouse capacity, staffing for demand, and preparing contingencies.
No follow-up questions required
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