From Watercolors to E-Commerce: Insights from Shopify Expert Elle McCann

In a recent conversation, Elle McCann, a seasoned Shopify Expert since 2011 and the founder of Curious Themes, shared her journey from an art student selling wedding invitations to becoming a trailblazer in e-commerce. With a passion for creativity, entrepreneurship, and empowering merchants, Elle provided invaluable insights into the evolving e-commerce landscape, strategies for growth, and leveraging technology to stay ahead.

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A Journey Rooted in Creativity and Entrepreneurship

Elle’s e-commerce story began during her college years, when her love for watercolor and calligraphy led her to create wedding invitations. Realizing the potential of online business, she built her first website on WordPress before transitioning to Shopify in 2009, a platform she describes as a game-changer for its ease of use and scalability.

Her success didn’t go unnoticed. As she marketed her products at bridal shows, other businesses began requesting websites like hers. This inspired Elle to launch a web design agency alongside her wedding invitation business, eventually selling the latter to focus on e-commerce full-time.

“I’ve always known I wanted to be an entrepreneur,” Elle shared. “It’s evolved over time, but the goal has always been to create something meaningful and impactful.”

The AI Advantage: Transforming E-Commerce

Elle is an enthusiastic advocate for AI as a business multiplier, especially for small and medium-sized businesses looking to compete with larger brands. She incorporates AI tools into her own workflow and strongly recommends their use for efficiency and creativity.

One of her favorite tools? Rep AI, which she has implemented in her own Shopify store. Unlike traditional chatbots, Rep AI’s plug-and-play approach delivers human-like interactions powered by behavioral AI, requiring little setup while offering a seamless experience for both shoppers and store owners.

“Rep AI has completely transformed how I approach customer interactions on my store,” Elle shared. “The quick installation process and its ability to intuitively engage with customers have saved me countless hours. It’s not just about answering questions—it’s about creating conversations that drive sales.”

Beyond chatbots, Elle also uses AI daily for brainstorming content, analyzing customer feedback, and even creating automated workflows to streamline her business.

“AI is my second brain,” she explained. “It helps me ideate, refine, and execute faster, but there’s always room for human input to keep the connection personal and authentic.”

Key Trends and Growth Opportunities in 2025 and Beyond

Elle sees personalization and storytelling as pivotal for e-commerce success moving forward. While social media once thrived on product promotions, customers now demand genuine connections.

“Focus on providing value and creating touchpoints that resonate with your audience,” Elle advised. “Think beyond marketing—it’s about guiding your customers through a journey, from discovery to purchase and beyond.”

She emphasized using content, such as recipes or tutorials, to show products in action. For example, a client selling jams integrated recipes to drive multiple product purchases and create a more engaging experience.

Tackling Rising Customer Acquisition Costs

Acknowledging the soaring costs of customer acquisition, Elle recommends a multifaceted approach:

1. Content Marketing: Leverage platforms like YouTube, TikTok, and Pinterest to share valuable content.
2. Smart Advertising: Use ads for retargeting rather than broad audience acquisition.
3. Automation: Set up email workflows, such as welcome and win-back campaigns, to maintain customer engagement without manual effort.

“The key is to view advertising as part of a broader strategy, not the sole driver of sales,” Elle explained.

Retention: Turning One-Time Buyers into Lifelong Customers

Retention, Elle stressed, is often overlooked in favor of acquiring new customers. She champions automation and personalization to build long-term relationships:

• Welcome Series: Use emails to introduce customers to your brand story and values.
• Win-Back Campaigns: Re-engage customers who haven’t purchased recently with valuable content, not just discounts.
• Community Building: Highlight customer stories and use social proof to foster loyalty.

“Keep customers engaged with content and experiences tailored to their needs,” Elle said. “It’s about making them feel seen and valued.”

Maximizing Shopify’s Potential

Surprisingly, many Shopify merchants don’t fully utilize the platform’s capabilities. Elle urged businesses to explore underutilized features like sales channels on TikTok, YouTube, and Google Shopping.

“Get your products everywhere your customers are,” Elle advised. “It’s minimal effort to set up and can significantly expand your reach.”

Final Thoughts

Elle’s journey from designing wedding invitations to becoming a trusted e-commerce advisor is a testament to the power of passion, adaptability, and strategic thinking. Her advice is clear: focus on value, leverage technology like Rep AI, and stay connected to your customers.

For more tips and insights from Elle, visit CuriousThemes.com or follow her on YouTube at Curious Themes.

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