How This Retailer Quadrupled Orders in Just a Few Weeks

So here it is.

The Shopify app is ka-ching, ka-ching, ka-ching, just like a slot machine in a casino.

And she would come in every morning.

She would see it on her dashboard.

There were more orders overnight than she had had in months.

They were all sitting there waiting for her like a scoreboard.

She was finally winning.

And on paper, this was brilliant.

She charges just under $7 for the letter option domestically, $6.99. And it costs her somewhere between $3 and $4 in actual stamps, of course, depending on the weight.

So worst case, on every single one of those orders, she is pocketing $3 just for packing the order.

Best case, more than that.

She told me straight up, Sal, I am not losing any money on this.

I checked.

And she was right.

She wasn't losing money on the shipping at all.

That specific line item was straight up profit every time, no exceptions.

She wanted to know what I thought.

Should she keep going with it? Should she maybe even lean into it further because she was making so much money? Should she maybe lower the threshold? Like, should she turn it to just $6.99? I let her have the moment.

I didn't jump in with anything because on paper, from where she was sitting, she was completely right.

Something had genuinely changed and the question was never whether it changed.

The question that I always have, because my brain always is looking at, is this making us the most amount of money? The question was whether the thing that changed was the thing that she thought it was.

So I asked her one question before we went any further.

Has your average order value moved since you added this? She paused and then she said, yeah, it has dropped.

I knew you were going to ask me that.

I said, all right, so what has it dropped by? So previous to the change in the shipping, her average order value was around about $150 to $180, just depending on the season.