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Which e-commerce platform is right for your business? We break down the key differences between Shopify and Magento in usability, scalability, pricing and long-term viability with expert insights and real-world comparisons.

Choosing the best platform for your business

Your e-commerce platform isn’t just a tool—it’s the foundation of your online business. The right choice can mean seamless scaling, effortless management and a better bottom line. The wrong choice? Well, that can lead to ongoing headaches, expensive development costs and unnecessary complexity.

Shopify and Magento (now Adobe Commerce) are two of the biggest names in e-commerce, but they cater to different needs. One is a fully hosted, plug-and-play solution designed for speed and ease of use. The other is an open-source, self-hosted platform that offers flexibility but demands significant technical resources.

So, which is right for your business? Let's break it down.

Shopify vs Magento: Which platform is more user-friendly?

Shopify is built for businesses that want to launch quickly and manage their store without hiring a development team. The drag-and-drop store builder, pre-designed themes and intuitive admin panel make it accessible to merchants of all sizes. Features like automated updates, built-in hosting and 24/7 customer support mean that technical maintenance is handled for you, allowing businesses to focus on growth. Shopify’s ecosystem also includes an expanding range of AI-powered tools, such as Shopify Magic, which helps merchants generate product descriptions and automate workflows.

Shopify's user-friendly interface is a major advantage for brands that want to scale fast. The ability to manage everything—from product uploads to order fulfillment—without technical expertise makes Shopify an easy choice for merchants who want to focus on selling, not problem-solving.

Magento, on the other hand, is a developer-first platform. Setting up Magento requires configuring servers, installing the software manually and optimising performance. While this flexibility allows for deep customisation, it also means that non-technical merchants face a steep learning curve. Even basic tasks like updating the store’s design or adding new features typically require custom development or third-party extensions. The added complexity makes Magento better suited for businesses with dedicated IT resources or those requiring highly specific custom workflows.

Shopify’s CMS makes store management easier for businesses that want a streamlined experience, while still offering the flexibility for custom development when needed.

Shopify vs Magento: Scalability and performance

Setbacks make all the difference when growth is the goal.

Shopify provides enterprise-grade scalability without merchants having to worry about infrastructure management. Shopify Plus, the platform’s enterprise solution, is designed to handle high-volume transactions, peak traffic spikes and global multi-store operations. Shopify’s 99.98% uptime, globally distributed CDN and automatic server scaling ensure that brands can continue growing without infrastructure bottlenecks. Businesses like Allbirds and Gymshark have leveraged Shopify to scale rapidly while maintaining sub-two-second page load speeds, which is crucial for conversion rates.

Unlike platforms that require extensive infrastructure upgrades as they scale, Shopify automatically adjusts server resources and optimises performance across its global cloud network. This means brands can launch seasonal campaigns, flash sales and influencer collaborations without worrying about site crashes or checkout failures.

Magento can scale effectively, but only if merchants actively manage server resources, caching and database performance. Large-scale operations require investments in dedicated hosting, performance tuning and frequent security updates to keep the store running smoothly. Without proper optimisation, Magento stores can experience slow load times and higher bounce rates, especially during high-traffic events like Black Friday. Businesses looking to scale globally with Magento must also configure their own CDN and cloud hosting, often requiring DevOps support.

For brands prioritising long-term growth without added complexity, Shopify offers a scalable infrastructure that eliminates the risks associated with performance bottlenecks.

Shopify vs Magento: Customisation & flexibility

Magento is designed for brands that require total control over their store’s architecture. It offers custom workflows, complex product configurations and integrations beyond Shopify’s built-in tools. However, with this level of flexibility comes complexity—installing new extensions or updating Magento’s core software can sometimes cause compatibility issues that need developer intervention.

For brands that need fully custom checkout flows, product configurators or industry-specific workflows, Magento’s open-source framework allows for complete flexibility. However, this comes at a cost—updates to custom-built features often require extensive testing, and maintaining integrations requires dedicated development resources.

Shopify takes a structured approach to flexibility. Through Liquid templating and Shopify Functions, brands can customise their store’s front-end and business logic without modifying the platform’s core. Shopify’s headless commerce capabilities allow businesses to create unique storefronts while benefiting from Shopify’s security and scalability.

For 90% of businesses, Shopify offers all the flexibility needed without the overhead of managing custom code, server security or software updates. Brands that require extreme customisation may still prefer Magento, but Shopify provides a strong middle ground for brands that want to move fast.

Because hidden costs can make 'free' more expensive.

Magento’s open-source version is free, but the real costs lie in hosting, development and ongoing maintenance. 

Magento Commerce starts at $22,000 per year,

 and total costs, including a development team and hosting, can quickly exceed six figures. 

Running a Magento store means investing in a high-performance server, dedicated security updates and an ongoing development retainer to maintain custom features. Brands that aren’t prepared for these costs often struggle with site speed, security patches and unexpected compatibility issues when upgrading.

Shopify follows a predictable pricing model.

 Standard plans range from $29 to $299 per month, with Shopify Plus starting at $2k+ per month. Shopify’s hosted infrastructure means brands don’t need to invest in server maintenance, security patches or performance tuning, significantly reducing long-term costs.

Adobe Commerce has 42% higher implementation and setup costs and 24% higher operating costs than Shopify.

 For growing businesses that need cost predictability, Shopify provides a lower total cost of ownership than Magento while eliminating unexpected expenses related to hosting, development and software maintenance.

Magento vs Shopify: Which has better apps and plugins?

The right tools give your store a competitive edge.

Shopify provides access to over 12,000 apps that extend store functionality. The Shopify App Store is carefully curated, ensuring that third-party solutions meet high standards for security, usability and effectiveness. These apps cover everything from advanced SEO optimisation and AI-driven customer engagement to subscription management and logistics automation. Shopify also natively integrates with Meta, Google, TikTok, Amazon and Klaviyo, making omnichannel selling seamless and scalable.

Magento has around 4,000 extensions, offering deep integrations, but installation can be more complex. 

"Magento similarly has first-party and third-party integrations with lots of tech partners and marketing platforms including Klaviyo, Mailchimp, Meta and Google. Less popular platforms may be less likely to have ready-made integrations with Magento. It does provide the customisation for a developer to build custom integrations with other platforms as required."

– Alistair Shephard, Head of Development, Series Eight.

Shopify vs Magento: Global selling and shipping

Shopify simplifies logistics with Shopify Shipping, which offers discounted carrier rates, real-time tracking and seamless label printing. Its multi-location inventory system allows merchants to track stock across warehouses and stores, reducing overselling and fulfilment delays. For international selling, Shopify Markets enables brands to manage currency conversions, taxes and region-specific checkout experiences, making cross-border commerce straightforward.

Magento provides robust inventory and shipping tools, but they depend heavily on third-party extensions. While Magento supports multi-store architecture, allowing businesses to create separate storefronts per region, setting up localisation features like unique pricing and tax compliance requires additional configuration and extensions. Compared to Shopify’s built-in global selling capabilities, Magento demands more technical oversight to manage international operations effectively.

Which platform turns more clicks into customers?

Shopify includes built-in SEO tools, automated email marketing integrations and seamless connections to advertising platforms like Google Ads and TikTok. Shopify’s marketing ecosystem allows brands to launch targeted campaigns, track customer behaviour and optimise conversions with minimal technical setup.

A strong example of Shopify’s marketing power is its abandoned cart recovery feature. 

Klaviyo’s dataset on abandoned cart emails reports an average open rate of 41.18%, a 9.50% click rate, and a revenue per recipient of $5.81

, demonstrating the effectiveness of automated follow-ups in converting lost sales. By leveraging Shopify’s email automation and customer engagement tools, merchants can recapture revenue with minimal effort.

Magento supports advanced marketing strategies but relies on third-party extensions for SEO, email marketing and analytics. While Magento allows for deeper campaign customisation, merchants must manually install and configure tools like Google Tag Manager, email automation platforms and affiliate tracking software. Unlike Shopify, where these tools integrate natively, Magento users often require development support to implement advanced marketing automation. The additional effort required to optimise a Magento store for marketing makes Shopify a more accessible choice for brands looking to quickly scale their online presence without heavy technical input.

It should be effortless, but some platforms make you work for it.

Shopify provides fully managed security with PCI DSS Level 1 compliance, fraud detection tools and automatic security patches. Because Shopify hosts all stores on its own secure cloud infrastructure, merchants don’t have to worry about managing SSL certificates, applying security updates or protecting against DDoS attacks. Shopify’s fraud protection algorithms help merchants identify high-risk transactions, reducing the chances of chargebacks and payment fraud.

Magento is also secure, but merchants are responsible for their own security updates, server protections and compliance measures. Since Magento is self-hosted, businesses must ensure their server is PCI compliant, update security patches regularly and monitor for vulnerabilities. Failing to update Magento’s core software can expose stores to potential exploits. In fact, security lapses in unpatched Magento stores have been a major cause of high-profile data breaches. Businesses running Magento need dedicated IT support or a managed hosting provider to maintain security at the same level as Shopify.

Magento vs Shopify: Which do experts recommend?

When it comes to expert recommendations, Shopify consistently ranks as the best choice for most businesses due to its ease of use, scalability, and comprehensive ecosystem.

"Shopify is the best all-around e-commerce platform on the market today, offering a balance of usability, customization, and affordability that makes it ideal for businesses of all sizes."

TechRadar highlights Shopify’s user-friendliness and vast app ecosystem, stating that 

"Shopify’s intuitive design and extensive integrations make it a leading choice for merchants looking for a hassle-free way to launch and scale an online store."

On the other hand, TechRadar describes Magento as 

"a powerful but complex platform best suited for enterprises with the resources to handle its development-heavy requirements."

In independent user and business ratings, G2 ranks Shopify as the leading e-commerce platform, citing its reliability, extensive app ecosystem, and strong customer support, whereas Magento scores lower due to its complexity and maintenance requirements (

Industry reviews make it clear: for businesses that want a low-maintenance, scalable, and intuitive solution, Shopify is the preferred choice, while Magento remains a viable option for enterprises with very specific development needs and in-house technical expertise.

After years of working with brands at every stage of their e-commerce journey, we’ve seen firsthand the difference Shopify makes. It’s faster to launch, easier to manage and more cost-effective than Magento—without sacrificing scalability or flexibility. Shopify empowers brands to focus on growth, not website maintenance.

Shopify

Magento (Adobe Commerce)

“Magento can be great for enterprises with development teams who need 100% control. For most businesses, however, Shopify’s simplicity makes it much easier to manage your store and website. Development is quicker and easier, and developers focus their time on your storefront instead of backend features. That Shopify is hosted is such a huge advantage, meaning you don’t have to worry about hosting, servers and traffic spikes!”

– Alistair Shepherd, Head of Development at Series Eight

Shopify’s migration tools ensure that customer data, order history, product catalogues, SEO settings, and site structure are transferred accurately so businesses can switch platforms without disruption. Shopify’s automated solutions help preserve your store’s structure, including product variants, collections, and customer profiles, so nothing gets lost in the transition. Beyond just data transfer, Shopify’s migration process ensures that your site architecture, metadata, and redirects are properly configured so you maintain SEO rankings and site performance from day one.

At Series Eight, we ensure a smooth transition by focusing on data integrity, storefront optimisation, and seamless integration with Shopify’s native tools and apps. Our expertise ensures your new store is not only functional from day one but also optimised for long-term growth. We replace previously custom-built Magento features, eliminating unnecessary custom development and reducing long-term costs. Shopify’s extensive app ecosystem replaces the need for complex, hard-coded solutions, allowing businesses to scale efficiently without ongoing developer intervention.

A successful migration isn’t just about moving data—it’s about ensuring your Shopify store is optimised for performance, usability, and growth. We ensure that previously custom workflows, integrations, and checkout experiences are translated effectively within Shopify’s framework.Our team ensures your Shopify store isn’t just a replica of your old Magento store—it’s an upgrade. We optimise for better efficiency, improved user experience, and long-term scalability, so you’re not just migrating—you’re future-proofing your business. Replatforming is more than just moving data—it’s an opportunity to streamline operations, improve site performance, and reduce long-term costs. Shopify ensures that brands migrating from Magento can focus on growth, not platform maintenance.

Shopify vs Magento: choosing the right e-commerce platform for growth

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We’ve always been about more than pixels and code. Series Eight is a place where stories unfold, brands get their edge, and ideas become tangible. Now, we’ve taken things up a notch with S8 Studios, our dedicated creative space for content, photography and everything in between.

It’s not just a studio. It’s where products find their personality, brands step into the spotlight, and creative ideas get the breathing room they deserve.

Why now? Because brands can’t afford to stand still

The world moves fast. Attention is fleeting. If your brand isn’t evolving, it’s fading. It’s not enough to look good—brands need visuals that stop the scroll and start conversations. That’s why we built S8 Studios. A place for brands to create, disrupt and make an impact. The future belongs to those who stand out.

A space where creativity takes centre stage

Design tells a story, but visuals make it stick. Whether you’re launching something new, refining what’s already great, or giving your brand a fresh perspective, S8 Studios exists to create visuals that build trust, drive conversions and make your brand impossible to ignore.

: Creative concepts, detailed guidelines and an obsession with getting every shot just right.

: Crisp packshots, macro and interactive 360° views—because the details matter.

: Story-driven immersive setups with props, models, food, pets—you name it.

From stop-motion magic to cinematic brand films, dynamic product reels and scroll-stopping social content.

Strategically located in Braga, Portugal—a European creative hub—S8 Studios is 110m² of pure creative energy, built for brands who want more. Think high ceilings, adaptable shooting areas, post-production desks and a team that knows their way around a lens. Lighting? Covered. Big ideas? Always.

If you’re after content that connects, a team that gets it and a space that sparks ideas, we should talk. S8 Studios is open, and we’re ready to create.

Welcome to S8 Studios

Explore Seal Subscriptions

Subscription models are the backbone of many e-commerce businesses, but not all are created equal. A clunky sign-up process can send potential subscribers running, while a seamless experience turns them into loyal customers. So, how do you get it right? Let’s break it down.

Subscriptions work best for products people use regularly—think skincare, supplements, TP and coffee. They also suit digital services, memberships and curated experiences. If your product is the kind of thing they’d rather not run out of, a seamless subscription model can drive long-term growth.

Your customers shouldn’t have to jump through hoops to subscribe. Try these tips to keep the journey smooth from the first click to checkout.

Only ask for the essentials (name, email, payment details). No unnecessary fields.

Offer a guest checkout option to encourage first-time subscribers.

Transparent pricing, renewal dates and cancellation policies eliminate surprises.

Allow users to customise billing cycles and make changes—on their terms.

Strong design principles create frictionless UX and keep customers engaged. Small design tweaks can make a big impact. 

, for example, offers customisable widgets that fit smoothly into any store setup.

Clear CTAs like “Subscribe & Save” guide users effortlessly. A mobile-first approach ensures a smooth experience. Progress indicators reduce drop-offs, and trust signals like reviews and security badges give customers the confidence to subscribe.

Subscription success in action: Smile Makers

 to build a flexible subscription model for 

 that gives customers full control. Users can easily adjust delivery frequencies, skip orders, edit their address or payment details, and add or remove products as needed. This level of flexibility creates a seamless experience that drives conversions and boosts retention. 

Our developers have tackled just about every subscription platform out there, and Seal stands out. Here’s what they love about it:

 – "It’s dreamy if you’re familiar with Recharge. No duplicate setups—just one streamlined system that works. Saves a ton of time/issues"

 – "It just works. Built-in loyalty perks, SKU swaps and handy options like auto-discount removals and minimum orders make life so much easier."

 – "Want it fully branded? Done. Want to skip the widget? No problem. Plus, the API is a breeze to work with."

 – "A rarity in the industry—actual helpful support. No endless loops, just real solutions from real people."

Seal the deal with a subscription that lasts

Optimising your subscription flow isn’t just about design—it’s about reducing friction, creating trust and leveraging the right tools. At Series Eight, we help brands refine their digital experiences for maximum growth.

The secret to effortless subscriptions

You might be in the business of selling, but the relationships you have with your users go way beyond transactional. People value originality, connection, and responsiveness—now more than ever. But building and nurturing relationships with your audience isn’t always easy. In fact, there’s a lot more to community management than meets the eye.

Here are five reasons why a proper community management strategy could be the most powerful tool in your social media toolkit.

It can help you spark conversation and build trust

By creating a platform that encourages conversation, community management plays a key role in humanising your brand. It gives you a genuine voice—and by actually listening to and addressing your audience’s questions and concerns, it helps you tap into the power of open, honest communication. The result: more positive sentiment and greater trust in your brand. Check out these examples from two clients we manage: Wood Veneer Hub and Acupanel.

It can get you into the algorithm’s good books

Algorithms are all about delivering relatable results—and they’re always on the lookout for the kinds of content that kickstart conversation. If social media algorithms interpret your content as relevant and highly engaging, then it will be bumped up the feed—and that means greater reach and engagement all around. Watch and learn from Ryanair’s community management team—the IG algorithm loves them.

It can turn your customers into your biggest advocates

Engaging with your community in a more personalised way can help turn first-time buyers into your biggest fans. Those who feel heard and valued are much more likely to share their positive experiences and recommend your products and services. And we all know how powerful word of mouth can be.

It gives you the chance to capture real-time feedback

Community management makes gathering feedback easier than ever. Through social listening, comment monitoring, polls, and engaging with users, you can capture valuable insights in real-time. All of that data can help improve marketing efforts, business strategies, product development, and more.

It helps you gather user-generated-content

An engaged community = an active community. When people are active on social media, they’ll sometimes create content featuring their favourite products on the fly. But to do this, they need to feel like they’re in a safe space; somewhere they belong. Gymshark is the prime example of a brand that provides this kind of space for its customers—and it gets a lot of great UGC in return.

The power of connection: Why community management matters

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Last year marked 10 years since Mario and Fran set up Series Eight in a basement studio in London. And as we kickstart another new year working in the world of web, we wanted to shout out to the longtimers who’ve been with us since the early days.

Big up John, Nate, Andreas, Colin and Bruno for showing the rest of us the ropes—and for sitting down to tell us all about their S8 journey so far.

What have been your biggest highlights over the years?

It has to be the brand project with OpenFortune—working with such an innovative company was incredibly rewarding. Seeing the positive reception not only from the client but also from external design sites and other platforms was a proud moment for me. Another memorable project was collaborating with NoTwoWays. As a brand I had admired for a long time, getting the opportunity to work with them truly felt like a “made it” moment.

Gridsure—the latest project I’ve been working on over the last 6 months! It’s a dashboard product which is something totally different from the e-commerce and marketing sites that have been my bread and butter.

There’ve been loads, but the biggest has to be on how much I’ve grown over the past five years. Before joining S8, I’d been freelancing for six years and had no clue what it was like to work in an agency. Back then, the team was just 8–10 people, my English wasn’t that great, and I was still figuring things out—but the team believed in me and my work.

Fast forward five years, and the team’s grown 3-4 times bigger. In that time, I’ve gone from a UI/UX Designer to a Senior role, and now I’m stepping up as Lead Designer. It’s been such an incredible journey!

Another big highlight was diving into photography and videography over the past three years. What started as a passion on the side has now become a full-on service we offer at S8. Last year, we launched a photography studio in Portugal. It came with new responsibilities, but being able to explore creativity in a new medium has been so rewarding.

What’s changed for you during your time at S8?

I was on the other side of the world, a “digital nomad”, with almost no possessions. I now own a 4 bedroom Victorian terraced house and an increasing supply of power tools.

I was newly married when I first joined S8, and we moved to our first flat just as I joined. Four years on, we’ve got not 1, not 2 but 3 boys (a 2-year-old and 3-month-old TWINS!). Our house is in the final stages of construction, and we’re looking forward to moving in sometime in January.

When I first joined S8 I was living in England but recently I packed up all my belongings and made the move to Barcelona—something I've always wanted to do.

We moved out of the city into the countryside in the middle of nowhere, got some chickens and a cat to go with the dog and haven’t looked back.

The first one that pops into my head is my interview with Mario. I was expecting it to be super formal like all the other interviews I’d had, but it was so relaxed. We clicked straight away, and it set the tone for this whole five-year journey.

My first Shopify site. I remember the client had a pretty complicated setup and I had no idea what I was doing. Thankfully the people I worked with really helped me get to grips with everything really fast and now Shopify is my favourite platform to work with.

Just one? I’m going to answer with “all of the team trips”—Budapest, Ericera, Prague, Lisbon. We’ve got such a great team who just feel like friends.

One memory that really stands out is from our trip to Ericeira. We were enjoying a pint before heading out for a night on the town when Alistair decided to head back to the room to freshen up. As he stood up, he walked straight into a glass door and bounced right back to where he had been sitting. Unfortunately for Alistair, he didn’t make it out that night—but it’s a story we’ll never let him live down (sorry, Alistair!).

What has working for S8 enabled you to do?

Not having that 2-hour commute each day has made a massive difference. From only having 30 mins or so before my daughter's bedtime each day to now having hours. And dedicated L&D allows you time to learn even more new things!

Being a father of 3 under 2, life is very hectic. The fact that I don’t have to deal with commuting and rigid work hours allows me to fit work and life in a way that works for the family and S8. 

On top of that, this year our house was being built which also required quite a bit of attention and balancing all that on top of work and family life would have been impossible. I’m so appreciative of the structure and support S8 provides, and can’t think of a better place to work! (Special mention for the team trips too!!)

The flexibility of not having to commute and starting work on my own schedule has been a game-changer for my productivity and creativity. The generous holiday allowance still amazes me—it provides the freedom to truly reset, especially around Christmas, and spend quality time with friends and family. And of course, the team trips are always a highlight I eagerly look forward to each year.

Work-wise, I’m focused on continuing to deliver high-quality designs and results for our clients while elevating our branding offerings to the next level. On a personal level, I’ve recently been on a health kick, pushing myself in the gym, and I’m determined to keep that up. I also want to travel more and, excitingly, I’m starting to learn Spanish in the new year—so who knows, maybe this time next year we could do this interview in Spanish!

Loads! I want to buy a house or apartment, keep up my cycling training, ride out the crypto bull market, and most importantly—make it to 2026!

At some point I hope to finish refurbishing my bathroom—a proper shower would be nice after 18 months.

A sit down with the S8 longtimers

We’re all familiar with the classic influencer marketing playbook: seed the product, get a post on their feed, and repeat. But today, that approach alone doesn’t quite hit the mark. You need to go beyond traditional unboxings and product selfies (petition to stop the collab selfies, anyone?) and instead, find ways to max out your investment across every single channel.

Here’s how to elevate your influencer marketing program so you’re getting the most out of it for your brand.

Add some influencer star power to make your email campaigns shine

Email marketing is often overlooked as a space for influencer content, but it’s prime real estate. By featuring influencers in your email campaigns, you’re placing them directly in front of your most engaged audience.

Pick content that’s on-brand and resonates with your subscribers, like tutorials, product tips, or styled shots of your latest items. Whether it’s an influencer's seasonal picks or a personal story about why they love your brand, this approach adds an authentic layer to your email campaigns and creates more value for your subscribers.

 to see what other brands are doing with influencers.

Supercharge your ads with influencer content

Influencers create scroll-stopping content that resonates with their followers. But negotiate the rights to that content and you’ll open up a whole new world for your brand.

We all know that authentic content from real people performs better in ads, and gaining content rights will allow you to extend the reach of influencer-created content to your paid ad campaigns. You’ll amplify the influencer’s impact and capitalise on the authentic vibe their content brings, even beyond social media.

Quick tip: ensure your brief is clear and aligns with your brand voice, so the content feels seamless within your campaign.

Build a base of brand champions with affiliate marketing

Affiliate networks are a game-changer for building a loyal influencer team. By moving beyond one-off partnerships, you’re encouraging influencers to become true brand advocates. Offer them a commission on sales generated through their unique links, and you’ll motivate them to promote your products consistently.

Plus, having your influencers actively participate in an affiliate programme helps to build a trustworthy image with consumers—they’ll see those influencers sticking with your brand over time, and that fosters credibility.

Maximise influence with landing pages designed to convert

So you’ve got your influencer affiliate codes. Now you’re probably looking to give an extra boost to conversions. Give each influencer their own custom landing page that feels like it was made just for their followers. These personalised pages not only amplify the influencer’s unique brand vibe, but they also create a seamless journey for their audience—from the influencer’s post straight to a page tailored just for them.

It’s the perfect way to spotlight the exact products they’re raving about, drive home their endorsement, and track conversions. Bonus: you’ll get clear insights on which influencers are really bringing the heat.

Spotlight influencer content on your blog

Your brand’s blog isn’t just for SEO keywords and product updates. Featuring influencer content there can not only add value to your blog but also give your influencers another reason to work with you.

Share interviews, styling tips, or personal stories from influencers who embody your brand’s ethos. This allows new visitors to see real people (not just models or product photos) representing your brand, which brings the authenticity that every brand is after right now.

Ready to dive in but not sure where to start? There are some great resources online at places like 

Beyond the basics: How to take influencer marketing to the next level

Can you believe the biggest shopping season of the year is already here? Whether you’re a holiday-season pro or it’s your first rodeo, these tips will keep your campaigns fresh, your brand authentic, and your customers clicking that “buy” button.

(Just consider it our early Christmas gift to help you sleigh the season...)

Getting a jump start on holiday campaigns is key, but don’t lock everything down. Be ready to pivot based on trends, customer feedback, or what’s hot at the moment. Stay flexible, and you’ll stay relevant.

A little festive spirit is great, but it’s easy to go overboard. Keep it authentic to your brand instead of flooding everything with red, green, and tinsel. Subtle seasonal touches work way better than classic holiday clichés.

The holidays are all about connection and nostalgia. Use storytelling, personal touches, and customer testimonials to make your audience feel something. The stronger the emotional connection, the more likely they’ll choose your brand.

More emails and ads don’t mean more sales. Be strategic with your frequency and avoid overwhelming customers with endless reminders. Use segmentation to hit the right people at the right time instead of blasting everyone daily.

People need a reason to buy now, not later. Limited-time offers, countdown timers, and last-minute shopping deadlines add urgency—but remember to be honest and consistent. False hype is a quick way to lose trust.

Holiday shoppers are on the go, which means they’re shopping from their phones. Make sure every email, ad, and landing page is mobile-friendly so customers can shop anytime, where without a hitch.

Show a little love to your MVPs! Special discounts, early access to sales, or exclusive content can go a long way in making loyal customers feel appreciated—and in keeping them coming back.

Don’t: Ignore shipping and delivery promises

We’ve all had the stress of waiting for a parcel to arrive in time for the big day. So if you promise delivery dates, stick to them. Manage expectations clearly, and if anything changes, communicate quickly and honestly. Shipping slip-ups can be deal-breakers for repeat business.

Stand out from the crowd by making your marketing feel personal. From email subject lines to product recommendations, a little personalisation can make your brand feel tailored and thoughtful in a sea of generic holiday spam.

The holiday season might end on 1st January, but customer relationships don’t. Plan for re-engagement campaigns in the new year to keep the momentum going and turn one-time holiday buyers into long-term fans.

Keep these dos and don’ts in mind, and you’ll be set up to crush the holiday season. Stick to what makes your brand unique, stay real, and don’t forget to take a breather—it’s the holidays, after all.

Sleigh the season: Holiday marketing dos and don'ts

Black Friday is right around the corner, and if you're feeling the rush, you're not alone. It’s that time of year when all the late nights and planning pay off—or fall flat if the details slip.

So before you hit "launch" on your biggest sale of the year, check out our last-minute Black Friday prep checklist. It’ll keep your website smooth, emails landing in inboxes (not spam), and ads converting like a dream.

Make sure your inventory is up-to-date and test out any discount codes. If your codes aren’t automatically applied at the checkout (or have formatting rules like all CAPS) then make those details clear to your shoppers from the start.

Don’t forget the finer details. Check your page titles, meta descriptions, and social images to make sure they look good in search results or when shared. The more you can do to entice users to click through to your site, the better.

Keep your products easy to find with clean, clear navigation. If you know your best-sellers or want to showcase the products with the biggest discounts, then prioritise those in the nav. If you have a dedicated Black Friday landing page, make sure it’s easily accessible from the homepage.

Already got exit pop-ups up and running? Tweak your design and messaging when the sale drops so you can catch those about-to-bounce visitors with a last-minute offer they can’t resist.

Make sure you’re geared up to send targeted emails to your MVPs—repeat buyers, loyal fans, and anyone else already in your database. If there’s a list you aren’t already planning to target, it’s not too late to set something up.

The savviest shoppers will have their carts full before the sales drop. Get ready to nudge them over the line with checkout abandonment and browse abandonment email flows when the sale drops.

Remember: make it loud, make it urgent—and let people know this deal’s for a limited time only. Check out a tool like 

 to discover how other big brands tackled last year’s sale and see how your emails measure up.

Got site visitors who haven’t hit “buy”? Make sure you’re all prepped to run ads to bring them back. Trust us, retargeting ads are some of the most powerful tools in your Black Friday toolkit.

Every ad and email should link to the exact page they need to be on—no detours. Trial all your user journeys before go-live and ask your teammates to do the same. If they aren’t seamless, do what you can to fix it.

Make sure you’ve factored in time to keep a close eye on ad performance and tweak things as needed while the sale’s hot. You can always push your best-sellers, switch up your messaging or change your targeting depending on what’s selling.

Nail these, and you’re all set to crush Black Friday.

Ready, set, sale! Your last-minute Black Friday checklist

An annual conference usually means a tonne of announcements, and Webflow Conf 2024 was a biggie. It’s safe to say the platform’s latest updates will transform the way we do web design, from revolutionising our processes to helping us craft more impactful websites.

Here’s a deep dive into what’s new with Webflow and why the latest updates are such a big win for web agencies like us.

Analyse and Optimise: data-driven decisions, made easy

The release of Analyze and Optimise means that it’s super simple to gather insights and test what’s working, all from within the platform. No more relying on third-party tools to track behaviour or run A/B tests—it’s all right there. You can see how visitors are interacting with your site, tweak the experience based on real data, and personalise things on the fly. For us, this is a massive win because we’ll have more control over the full lifecycle of a project, from design all the way through to ongoing performance improvements.

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Ready, set, sale! Your last-minute Black Friday checklist

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S8 Team trip 2024: Lisbon

Our 9-step Black Friday prep plan for e-commerce brands

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Let us take you further than you’ve ever been

Take it from our people people

Shopify vs Magento: choosing the right e-commerce platform for growth

Welcome to S8 Studios

The secret to effortless subscriptions

The power of connection: Why community management matters

A sit down with the S8 longtimers

Beyond the basics: How to take influencer marketing to the next level

Sleigh the season: Holiday marketing dos and don'ts

Ready, set, sale! Your last-minute Black Friday checklist

What’s hot at Webflow Conf 2024

S8 Team trip 2024: Lisbon

Our 9-step Black Friday prep plan for e-commerce brands

Why real e-commerce photography still beats AI-generated imagery

Let us take you further than you’ve ever been SCHEDULE A CALL

Let us take you further than you’ve ever been