You’re Not Just a Shopify Store. You’re a Media Company. Here’s Why That Matters.

Let’s be honest. Most Shopify entrepreneurs think they’re in the business of selling products.

Spoiler alert: You’re not.

You’re actually in the attention business. And if you don’t start thinking that way, you’re going to get left behind.

The other day, my wife asked me, “What did you chat about with your one percenters today?”
And it hit me. That’s exactly what we are. A community of one percenters. We’re the folks focused on stacking tiny wins every day to grow our Shopify businesses. One percent better each day leads to massive growth. Do the math: improving by just 1 percent every day compounds to 3,778 percent growth in a year. Not bad, right?

So let me share today’s 1 percent win.
This one’s a mindset shift that could change the entire trajectory of your Shopify business.

You are not a product company. You are a media company that happens to sell products.

Why You Need to Think Like a Publisher

In the age of TikTok, YouTube, Instagram Reels, and AI-driven search, your Shopify store isn’t competing just with other stores. You’re competing for attention.

And here’s the data to back that up:
According to DemandGen’s Content Preferences Report, 47 percent of buyers consume at least five pieces of content before making a purchase decision. That’s almost half of your potential customers doing research, reading blogs, watching videos, and stalking social feeds before they buy. If you’re not creating that content, guess what? Someone else is. Probably your competitors.

This isn’t just about vanity metrics. It’s about revenue. Shopify’s own research shows that brands that prioritize content marketing see up to six times higher conversion rates compared to those that don’t.

How Top Shopify Brands Win with Content

Look at the brands crushing it on Shopify. Mid-Day Squares is a great example. They’re not just selling snack bars. They’re creating content non-stop. They literally record everything. Factory footage, office drama, product development—you name it, they film it. They’ve got over 20 terabytes of video footage stored away. That’s not an exaggeration. And guess what? They’re in Costco and Target now. Their audience isn’t just buying their product. They’re bought into the story.

They’re a publishing company first, then a product company.

How to Start Acting Like a Media Company (Even If You’re Not a “Content Person”)

I get it. You’re thinking, “I don’t have time for this,” or “I’m not good on camera.” Well, neither was anyone when they started.

Here’s the truth: Your Shopify growth depends on showing up as the face of your brand. And it doesn’t have to be complicated or perfect. It just has to be real.

Actionable Tips to Get Started:

1. Blog More (Seriously, Blog More)

Remember blogs? Like, from the early 2000s when people left actual comments? Well, blogs are still one of the most underrated Shopify growth tools. They help you rank on Google, they drive organic traffic, and they keep your site fresh—which Google loves.

Here’s an easy hack:
Take customer questions from emails, DMs, or support tickets and turn them into blog posts. Use ChatGPT to draft a 300 to 500-word article, keyword optimized for your product category. Just don’t copy-paste it. Add your own flair. Make it sound like you.

For example:
If you sell camping gear and a customer asks, “Is this stove safe to use during a fire ban?”—that’s a blog post. Probably one that ranks well on Google too.

2. Post Founder's Journals

Start documenting your journey. Share what you’re building, the challenges you’re facing, and why you love this business. People don’t just buy products. They buy into the people behind the products. Founder stories work because they build trust and community. And they’re shareable.

3. Get on Podcasts

You don’t have to launch your own podcast (although you could). Start by pitching yourself to three podcasts in your niche. Hosts are always looking for interesting guests. And if you share insights on how you’ve grown your Shopify business, you’ll get in front of new audiences without paying for ads.

Pro tip: When you pitch, don’t just say “I’d love to be on your show.” Tell them why you’re a great guest. What specific value can you offer their audience? It’s like pitching PR—you need an angle.

4. Leverage PR and Press Coverage

You don’t need to be Apple to get media coverage. Shopify brands of all sizes can get featured in industry blogs, local news, or even big outlets like Forbes or TechCrunch. One good article can turn into thousands of new eyeballs, backlinks, and the all-important “As Seen In” logos on your site.

WebFX reports that companies using PR get 3 times more leads than those that don’t. So why not you?

5. Pick One Channel and Commit

You don’t need to be everywhere. Pick one content platform and commit to 30 days of consistent publishing. It could be Instagram Reels, LinkedIn, TikTok, or your blog. Just don’t say, “I’ll post when I feel like it.” Create a schedule and stick to it. Consistency beats perfection.

6. Stop Saying “I Don’t Have Time”

Here’s a tough-love moment: Saying “I don’t have time” is basically saying, “I’m not prioritizing that right now.” And that’s fine if it’s the truth—but content should be a priority if you want to grow your Shopify brand.

Why This Matters More Than Ever

AI is changing the way people buy. Customers are asking ChatGPT for product recommendations. They’re searching for answers, not just products. Your Shopify store won’t stand out because of your product page layout anymore. It’ll stand out because of your content.

The product might get you the transaction, but content builds the relationship. And relationships lead to long-term customers.

So here’s my challenge to you:

• Pick one content channel.
  
  
• Commit to publishing for the next 30 days.
  
  
• Start thinking like a publisher, not just a product company.
  
  

If you do this, I promise it’ll be more than a 1 percent win.

And hey, if you liked this, consider leaving a 5-star review on the Shopify 1% Podcast. Send me an email at jay@shopify1percent.com when you do, and I’ll send you one of our new One Percenter T-shirts or hats. Because wearing the mindset helps you live the mindset.

Talk soon, one percenters.

Social Post

If you’re not publishing content, you’re handing your Shopify customers to your competitors.

New Shopify1Percent episode with me, Jay Myers just dropped.

Here’s what you need to know:
47 percent of online buyers consume at least five pieces of content before making a purchase. If your Shopify store isn’t creating that content, someone else is. And they’re getting the sale.

We covered a lot, but here are three things that stood out:

• Your Shopify brand is a media company first and a product company second
  
  
• Turn customer questions into weekly blog posts. It drives traffic and builds trust
  
  
• Pick one content platform and publish consistently for 30 days. Consistency wins
  
  

Listen to the full episode here:
https://shopify1percent.com/podcast