E-commerce
African American Expressions: E-commerce Growth Across Amazon and Shopify
At AAE I worked across the e-commerce system rather than a single channel: Amazon PPC and listings, Shopify website operations, merchandising, CRO, analytics, marketplaces, and paid media.
- AAE · Amazon revenue growth from roughly a $700K baseline
- ~70% YoY
- AAE · sitewide Shopify conversion
- ~0.9% → 1.4%
The problem
Acquisition, catalog priorities, merchandising, and the website experience all affect whether an e-commerce visit becomes a purchase. The work needed to connect these pieces across Amazon and Shopify.
My role
E-commerce & Marketing Manager · August 2024–Present.
I manage day-to-day website and marketplace work, including PPC, listing SEO, merchandising, catalog prioritization, content publishing, CRO, and reporting.
What I built and operated on Amazon
- Seller Central and PPC management
- Listing SEO and content optimization
- Merchandising and catalog prioritization
- FBA/FBM operations
- Performance reporting
Shopify and website operations
- Products, collections, and pages
- Navigation and promotions
- Content and banners
- Metadata and SEO
- Conversion-focused merchandising
- Day-to-day publishing and website maintenance
CRO, analytics, and QA
I use Hotjar, GA4, and e-commerce analytics to find behavioral friction and prioritize conversion work. The work includes personally checking customer-facing product, pricing, data-capture, order-creation, and handoff flows.
The conversion result below is sitewide Shopify conversion. It is separate from the Amazon revenue-growth figure.
Tools and working methods
- Amazon Seller Central
- Amazon PPC
- Shopify
- Hotjar
- GA4
- E-commerce analytics
Result
~70% YoY Amazon revenue growth from roughly a $700K baseline, and sitewide Shopify conversion improving from ~0.9% → 1.4%. These are reported portfolio results, not audited financial statements.
What I learned
Acquisition and merchandising work better when they are connected to the catalog and the customer’s actual buying experience. The channel result and the website conversion result need to be measured in their own context.