Advertise to 42,840 E-Commerce Businesses
Promote your tool, service or upcoming event - Reach Founders
Good morning,
Most brands teach customers about a product. Pupford teaches them the job they bought the product to do.
Its free 30-day dog-training course gives a new owner a reason to come back every day. The treats become useful when the lesson calls for practice. Today’s deep dive shows how that sequence works.
Today: A free course that creates product demand; three platform updates; two ideas from X; and a Shopify AI workflow that checks what shopping agents can actually say about your store.
While You Were Building
In the Headlines
Amazon now requires $1 million in insurance for more sellers. Since November 2, sellers in categories with enhanced safety requirements need coverage even below $10,000 in monthly Amazon sales. If you sell children’s products, cosmetics, ingestibles or lithium-battery products, check your affected ASINs and insurance status.
TikTok Search Ads adds keyword packs and impression-share metrics. The new metrics show how often eligible searches display your ad; suggested brand and category keyword packs can speed setup. Check your winning search terms before expanding spend.
Etsy draws a firmer line on AI product imagery. Listings need at least one unaltered photo of the real item against a real background. AI-assisted supporting images must accurately show what buyers will receive. Audit your listing heroes if you use generated lifestyle scenes.
On Socials
1/ Make skipping easier than cancelling. Nick Shackelford argues for pre-bill reminders, visible savings and easy skips. A surprise charge can turn a customer who needed a pause into a cancellation.
2/ Start your next SEO sprint with queries you nearly own. Ross Simmonds filters Search Console for buyer-intent searches just outside the top results. Improve the relevant existing page before commissioning another generic blog post.
Today’s Deep Dive
Why Pupford Gives Away 30 Days of Dog Training
A new dog owner does not wake up wanting training treats. They want their dog to listen.
Pupford starts there. With trainer Zak George, it offers a free 30-day dog-training course: 30 videos, available online or in its app, with no credit card required.
The invitation is to learn how to train your dog. The product comes later.
The course creates a reason to return
One tip might fix one behavior. A 30-day program gives the owner a sequence, a daily reason to come back, and time to put each lesson into practice.
Then supplies become useful. Pupford’s FAQ recommends a leash, toys and training treats for practice. You can buy them from Pupford, but you do not need to buy anything to take the course.
The product enters at the right moment
Pupford is direct about the email exchange, too: it sends training tips, videos and product recommendations.
The email delivers help, then recommends products that fit the training routine.
When an owner is learning reward-based training, training treats have a natural place in the routine. The content helps the customer do the thing. The product helps them keep doing it.
What to copy
Choose a job your customer wants to get better at.
Teach a useful first win for free.
Introduce the product only when the next step genuinely calls for it.
Teach the activity your product belongs in, and the sale has a reason to happen.
🚚 Today’s Growth Rep: Find the shipping zone eating your margin
Check the real cost of fulfilling orders to one expensive delivery zone.
Why this works:
A blanket free-shipping offer can hide orders that lose money.
One zone can distort the margin on a BFCM promotion.
Your rep:
Pick 10 recent orders sent to your highest-cost zone.
For each, subtract the actual shipping and fulfillment cost, discounts, product cost and payment fees from revenue.
If the average contribution is negative, adjust the free-shipping threshold or eligible destinations before the next promotion.
Report: “Shipping zone checked.”
Know which orders your offer can afford to win.
In Case You Missed It
Shopify’s Fall 2026 Edition, translated for founders. Our special issue pulled the useful changes out of all 11 categories and turned them into actions you can take.
Quick Poll
How useful did you find today’s newsletter?
AI Launch Codes
How to Fix What AI Shoppers Know About Your Store
A shopper asks an AI assistant: “Can I return this after opening it?”
Your site might answer that in a policy page. But will the shopping agent have the right answer when the customer asks?
Shopify’s new Knowledge Base gives you a place to review the non-product facts AI agents use about your store: returns, shipping, contact details, gifting and more. Shopify drafts facts from your published storefront pages. Drafts do not reach agents until you publish them.
Shopify now shows the facts it drafted, the source pages, and what has been published.
The dangerous gap is between the questions customers really ask and the facts your storefront has made easy to find.
Think of questions such as:
“Will this arrive before Friday?”
“Can I send it as a gift without showing the price?”
“What happens if I need to return it?”
Shopify can draft from what you have already written. But your support inbox knows what shoppers still need explained.
That is where the audit starts.
This post is for Paid Subscribers
🎁 Two memberships for the price of one. 🚀 We built AI Launch Codes to help you scale smarter. We test AI tools, build workflows and write prompts so you don't have to. 🔍 Now it comes with the Funnel Library: the Meta ads DTC brands are running, each shown next to the landing page it sends people to. See what's working, then use AI to build your own.
UpgradeWhat you get:
- 🚀 2 tested AI workflows every week
- 🚀 The exact tool, prompt and steps for each
- 🔍 Access to The Funnel Library
- 🔍 Spy on all the ads and landing pages your competitors are running
- 🔍 Then use AI to build your own from them