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Good morning,
Grüns is sending 17 ads to a page that looks more like Tinder than a supplement store.
Swipe right and a flavor goes in your bag. Swipe left and the next one appears.
The ads sell the reason to try Grüns. This page handles the next decision: which flavor to buy. Today’s deep dive shows how the two fit together, and when a swipe-to-shop page is worth testing for your own products.
Today:
We break down Grüns’ swipe-to-shop page, look at STOQ’s 500,000-preorder BFCM data, cover five ecommerce updates and test checkout in a fresh session.
Presented by STOQ
What 500,000 Preorders on Shopify Reveal About Black Friday
STOQ tracked more than half a million preorders across Shopify stores using the app, from September 2025 to early January 2026. Here’s how the season played out:
Late October: Weekly orders were already 70%+ above the September average, four weeks before Black Friday.
Black Friday week: Roughly 65,000 orders, about 3.6× September.
December: 20,000–25,000 orders a week, still above September levels.
The catch: October is also when holiday inventory may still be on the water. If the product page says “Sold out” or “Coming soon,” that early demand has nowhere to go.
Preorders let shoppers pay in full or leave a deposit now, then receive the product when stock arrives. You capture the October climb and see real demand before reordering for December.
Three things to set up this week:
Turn on preorders for holiday stock that hasn’t arrived yet.
Show the expected ship date on the product page.
Keep preorders open past Cyber Monday. December demand doesn’t return to September levels.
Reader offer: Use code BFCM26 for 60% off any STOQ paid plan for three months.
Today’s Deep Dive
Grüns put Tinder on its sales page
Swipe right to add a flavor. Swipe left to see the next one.
Grüns sells its gummies one flavor card at a time. You swipe through them like a dating app.
17 ads send people to this page. See the full funnel →
The ads sell a problem
11 of 17 ads · GLP-1 digestion
"Poop more on a GLP-1 or your money back."
Fiber, bloating, "Ozempic's new bestie". One worry, said plainly.
2 of 17 ads · the apology
"We messed up, so we lowered the price."
The price cut comes as an apology, so it feels like a fix.
4 of 17 ads · creators on camera
A huge bag, a belly hook, methylated vitamins, muscle on GLP-1.
The page turns buying into a game
1. You land on the deck. Seven flavors, including Shrek, Minions and Popsicle® collabs. Each right swipe drops one in your bag.
2. Right under it: up to 61% off, four free gifts, an order-by date and a full refund on the first order.
It leads with the offer, like a retargeting page
The first thing you see is a sale bar and a countdown. "Up to 61% off" sits under every card. The reasons to take Grüns come after the deck.
That order suits someone who already knows the brand and needs a reason to buy today. It's how you'd build a page for retargeting. Two of the ads point the same way: "We're sorry" and "Correction" only land if you've seen the old price.
Every swipe is a small yes
Choosing feels like play. One card, one decision: this flavor or the next one.
The bag fills as you go. By the time you open it, you've already picked two or three flavors.
The deal follows every card. "Up to 61% off · 4 free gifts" sits under each flavor, so the offer is on screen at every choice.
It's a test. The page address ends in swipe-style-v1. Grüns runs 74 live pages, and this is one of them.
How to run it on your store
Give each variant a card. Image, name, one line on taste or use, price, and a tag like Best seller or New.
Build the deck as one Shopify section. Swipe on phones, two buttons on desktop, and a bag bar that fills as people add.
Put the offer under every card. Discount, gifts and deadline in one line, so it's in view at each swipe.
Send warm traffic first. Retargeting and your email list, the people who already know what you sell.
Test it against your current page in the same ad set. Watch add-to-cart rate and items per order.
When it fits
Use it if
You sell 4+ flavors, colors or scents
People buy more than one
The traffic already knows you: retargeting, past visitors, your email list
Most of your traffic is on phones
Skip it if
It's cold traffic that hasn't heard of you
You sell one product
It's a big-ticket buy
People need it explained before they can choose
Let the ad sell the problem. Let the page make buying feel like play.
This funnel is free in the Funnel Library this week: the full page and all 17 ads. See the Grüns swipe funnel →
The Funnel Library shows you the full funnel behind DTC brands' ads.
Every live ad sits next to the landing page it sends people to: listicles, quizzes, offer pages, advertorials. You can see how long each ad has run, every version of the page, and which pages are being A/B tested. We track 332 brands and check every page every night.
Add your own competitors too, up to 10 new brands a month.
We pull every ad they run and capture their pages, and those brands stay in the library for good.
Connect it to Claude and ask in plain English: "What pages has Grüns launched this month?" or "Show me the quiz funnels in supplements." Claude pulls the real ads and pages, then helps you rebuild the play for your brand.
That means ad scripts in the same angles, and a landing page with the same structure, written for your product.
While You Were Building
In the Headlines
Amazon extended its Black Friday deal deadline to November 13. Sellers have more time to submit deals, but Amazon has not extended its FBA inventory arrival targets. Check that the products you plan to promote will actually be in stock.
Shopify can now schedule and test product prices by market. Rollouts can switch catalog pricing and availability at a set time, alongside theme and checkout changes. If you’re preparing a holiday offer, you can set up the whole launch in advance and test different offers.
Shopify changed VAT calculation for some UK orders. For orders to Great Britain over £135, VAT now depends on the fulfillment location selected by order routing. If an order ships from outside the UK, VAT may not be charged at checkout. UK sellers should check their routing and duty settings before a customer receives an unexpected import bill.
Correction: Shopify narrowed its off-site link warning. We reported last week that shoppers could see a warning before leaving a store. Shopify has since clarified that ordinary links open directly; it now asks for confirmation only on suspicious destinations and blocks known malicious ones. Your campaign links do not all require a workaround.
Shopify Sidekick can now make images with transparent backgrounds. You can ask it for an icon or illustration without a solid rectangle behind it, then place that asset on a product page or in marketing creative. Check the result against your brand before publishing.
On Socials
1/ Test checkout in a fresh session
A normal second test may miss a redirect that fires only once per browser session. Before holiday traffic climbs, open a private window, go from cart to checkout, and confirm the destination is your real checkout.
2/ Your BFCM pop-up has a different job
During a sale, collecting more information can delay someone already ready to shop. Test a simpler sign-up and judge it by purchases, not just pop-up conversion.
Presnted by Wispr
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