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Good Morning,
Sometimes, we get carried away with creative names for our products, leaving customers puzzled about what they actually are.
Brands like Graza show us that straightforward, descriptive names can be more effective than clever ones that leave people confused.
Today:
We look at how to name products so customers know what to buy. We also look at The Best AI Website Builder for Ecommerce Brand.
While You Were Building
In the Headlines
Shopify now lets you edit what AI shopping agents know about your store. Its Knowledge Base has moved into Admin, where Shopify drafts facts from your storefront for you to review and publish. Check the facts an agent may use to answer shoppers, especially returns, contact details and gift services; the old app closes January 15.
EU-bound Shopify parcels will need more product identifiers from November 1. For direct-to-consumer parcels under €150, missing identifiers can block Shopify label purchases and risk customs rejection. If you ship to the EU, check barcodes and manufacturer or SKU fields now.
Google Ads can now scale customer-acquisition bids with basket value. Percentage multipliers for customer-lifecycle goals are rolling out across Search, Shopping, Performance Max and Demand Gen. If order values vary widely, test this against a flat bonus, but set the multiplier from margin and repeat value, not first-order revenue.
UPS will raise its U.S. daily shipping rates by an average 5.9%. The increase begins December 21, alongside zone and handling changes. Reprice your common package sizes and destinations before locking in holiday or January free-shipping thresholds.
Shopify adds guaranteed flat-rate shipping to Managed Markets. International shoppers can see simpler shipping rates while qualifying FedEx and DHL label costs are protected from later carrier adjustments. Preview checkout totals and your payout before enabling it; duty-inclusive pricing is required and the rates are not editable.
On Socials
1/ A price increase is also an ad-account change
A new site price can leave your Merchant Center feed behind, and Google may disapprove the product. Give the ads team notice before the change goes live, then check the feed and site price together.
2/ Retail sales are not automatically new sales
Hiya founder Adam Gillman asks whether retail is adding customers or moving DTC buyers to a lower-margin channel. Before expanding, decide how the shelf assortment and offer will give shoppers a reason to buy there without replacing the orders you already earn online.
Today’s Deep Dive
How to Name Products So Customers Know What to Buy
A product name has two jobs: catch attention and help someone choose. It is easy to spend all your time on the first.
Graza manages both. It sells two olive oils:
Sizzle is for cooking.
Drizzle is for finishing.
You understand the difference before opening either product page.
Name the decision, not just the product
Graza can explain harvest timing and flavor further down the page. But the shopper’s first question is simpler: which oil goes in the pan, and which goes over dinner?
Oatly uses plainer language for a similar job. Barista Edition points to coffee. Full Fat signals richness. Original gives shoppers a familiar starting point.
Our Place has more personality. Always Pan and Perfect Pot are memorable, but the words “pan” and “pot” still tell you what you are buying. Its Cookware Duo page names both beside the image.
What to copy
Before naming your next product, do this:
Write down the choice. What is the customer deciding between: use, strength, format, or occasion?
Put that difference in the name. Use words a customer would say, or make the answer unmistakable beside the name.
Run a five-second test. Show someone new your products without descriptions. Can they pick the right one?
Then add personality. Graza’s names are creative because they make the choice easier to remember, not harder to understand.
If a name sounds great but needs a paragraph to explain which product to buy, simplify it.
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AI Launch Codes
The Best AI Website Builder for Ecommerce Brands?
Would you believe this storefront began with a four-line prompt?
The storefront built around one brand idea: “Fire meets fruit.”
We gave AI one brand idea: “Fire meets fruit.” It turned that into the colors, headlines, product sections and story you see here.
Then we told it the food pairings were wrong. It generated three new vegetarian images in the brand’s colors and lined the cards up.
This is not a flat mock-up.
The headline can be edited directly, or changed by asking AI.
I can click the headline and rewrite it. Or tell AI what to change and let it do the edit.
No Claude. No ChatGPT. No connectors.
And the brief that started the build was almost laughably short. But the first version also hid three problems you would want to catch before publishing.
To build yours, open...
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