How to Sell to Shopify Stores [91,694-Store Study + Pitch Scripts]

TL;DR: We analyzed 91,694 Shopify stores to find which ones actually buy services. The sweet spot: stores with 10k-50k monthly visitors. They have budget ($50k-$250k/mo revenue), actively invest in tools (2.7 apps on average), and decision-makers still read their email (39% have reachable contacts). Target stores missing what you sell. 66% have no reviews app. 94% have no upsell tools. Find these gaps, then pitch the specific problem you solve.

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You want to sell to Shopify stores. Maybe you run an agency that does email marketing, paid ads, or web development. Maybe you built a software tool or Shopify app. Maybe you freelance doing conversion optimization or design.

The opportunity is huge. There are 4.6 million active Shopify stores. The direct-to-consumer market will hit $880 billion by 2034. That's a lot of potential customers.

But here's what nobody tells you: most outreach to Shopify stores fails.

The average cold email gets a 1-5% response rate. Generic mass emails? Below 1%. You send 500 emails. You get 3 replies. Two of them say "please unsubscribe me."

We wanted to know why. So we analyzed 91,694 Shopify stores to find out what actually works. Which stores buy services? What do they need? How much do they spend? What separates a cold lead from a closed deal?

This guide covers everything. Finding buyers. Pitching them. Handling objections. Closing deals.

What you'll learn: Which stores actually buy, what they need, who to contact, how to pitch, and realistic numbers for your sales pipeline.

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Why Shopify Stores Make Great Customers

Before we get into tactics, let's talk about why these stores are worth your time.

The Market Is Massive

This isn't a small niche. It's a massive ecosystem of businesses that:

• Need outside help. Most store owners aren't marketing experts. They're good at products, not funnels.
• Have money to spend. Even a store making $50k/year can afford $500/month for services.
• Already buy tools. The average store has 6+ apps installed. They're used to paying for help.
• Grow fast. Successful stores scale quickly. As they grow, they need more help.

What Separates Buyers from Non-Buyers

We looked at 91,694 stores across 15 categories. The patterns were clear:

The pattern is clear. Stores that invest in tools will invest in services. Stores with zero investment signals aren't ready to buy anything yet.

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What Shopify Stores Actually Buy

So what do these stores spend money on? And where are the gaps you can fill?

Spending by Store Size

The sweet spot is 10k-200k monthly visitors. These stores have real revenue. They're growing. And they don't have in-house teams for everything yet.

The Gap Opportunity

This surprised us. Most stores are missing obvious tools:

Data from 91,694 Shopify stores, February 2026

This changes everything. Instead of convincing stores to switch from a competitor, find stores that don't have the thing at all. That's a much easier conversation.

Think about it:

• 66% have no reviews app. If you help set up Judge.me or Yotpo, two-thirds of the market is wide open.
• 94% have no upsell tools. If you help increase order values, almost nobody is doing this yet.
• 92-96% have no TikTok tracking. Despite TikTok's growth, most stores haven't even set up the pixel.

Some Niches Spend More Than Others

Beauty stores install 38% more apps than Food & Beverage stores. If you're picking a niche, go where stores already spend money.

Browse stores by category: Top Shopify Stores

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Finding the Right Stores to Pitch

Not every Shopify store will buy from you. You need to find the ones that will.

Target the Right Size

Why 10k-50k is the sweet spot:

• App count jumps 35% from the tier below. They're actively investing.
• Revenue is real. $50k-$250k per month.
• Founders still read their own email.
• No purchasing department. No approval committees.

Adjust based on what you sell:

Who to Contact

Our database has 25,787 contacts across these stores. This is who you can actually reach:

Don't overlook Ecommerce Managers. They're your most common contact. And they can usually approve purchases under $5k/month without asking anyone else.

For more on finding contacts: How to Get Shopify Store Owner Emails

Contact Access by Store Size

Founder access peaks at 50k-200k traffic (24%). These stores are visible enough to have a presence online, but small enough that founders are still hands-on.

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How to Position Your Pitch

Shopify store owners get pitched constantly. They delete most emails without reading them. You need to stand out.

Three Mistakes That Kill Your Pitch

Mistake 1: Feature dumping

"We offer email marketing, SMS, push notifications, loyalty programs, and analytics integration..."

Nobody cares about your features. They care about their problems.

Mistake 2: Generic benefits

"We help Shopify stores grow revenue..."

So does everyone else. This tells them nothing about why you're different.

Mistake 3: Attacking competitors

"We're better than Klaviyo because..."

If they don't use Klaviyo, this is irrelevant. If they do, you're starting a fight.

The Gap-Based Pitch (What Actually Works)

Instead, pitch around what they're missing:

"I noticed you're running Meta ads to about 30k visitors per month, but you don't have SMS set up yet. Most stores your size see a 15-20% revenue bump after adding SMS flows. Worth a quick chat to see if that makes sense for you?"

This works because:

1. You proved you researched them. You mentioned specific tools and traffic numbers.
2. You found a gap. Something they don't have. Not asking them to switch.
3. You quantified the opportunity. 15-20% lift is concrete.
4. You kept it low pressure. "Worth a chat" not "buy now."

Gap-Based Positions by Service Type

For the complete framework with templates: Cold Email Templates for Shopify Stores

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Pitch Scripts That Work

Here are five proven scripts for different situations. Customize them with real data from your research.

Script 1: The Gap Pitch

When to use: Store is missing something obvious for their size.

Subject line: Quick question about {store_name}

Hi {first_name},

I was looking at {store_name} and noticed you're running
{existing_tool} but don't have {missing_category} set up yet.

That's pretty common. About {X}% of stores your size are in
the same spot. But the ones that add {solution} typically
see {specific_benefit}.

Would a 15-minute call make sense to see if this fits
{store_name}'s plans?

{your_name}

Real example:

Hi Sarah,

I was looking at Glow Botanics and noticed you're running
Klaviyo but don't have SMS set up yet.

That's pretty common. About 85% of stores your size are in
the same spot. But the ones that add Attentive or Postscript
typically see 15-20% more revenue from abandoned cart and
post-purchase flows.

Would a 15-minute call make sense to see if this fits
Glow Botanics' plans?

Jake

Script 2: The Upgrade Pitch

When to use: Store uses a basic tool with a better alternative.

Subject line: Noticed you're on {current_tool}

Hi {first_name},

I saw {store_name} is using {current_tool}. Solid choice
for getting started.

Quick question: have you thought about moving to {better_tool}?

Most stores at your traffic level (looks like {estimate})
make the switch once they hit {common_pain_point}.

We've helped {X} stores with that transition. Happy to share
what it looks like if you're curious.

{your_name}

Script 3: The Mismatch Pitch

When to use: Store has sophisticated tools in one area but gaps in another.

Subject line: Interesting setup at {store_name}

Hi {first_name},

I was checking out {store_name}'s tech stack. You're running
{sophisticated_tools}. That tells me you take {area} seriously.

But I noticed {gap_area} is still pretty basic. That's a
pattern I see a lot with stores at your stage.

The ones that balance out their stack usually see {benefit}.
Would 15 minutes be worth it to see if that applies here?

{your_name}

Real example:

Hi Marcus,

I was checking out Rugged Supply's tech stack. You're running
Triple Whale and Gorgias. That tells me you take analytics
and support seriously.

But I noticed you're still on Dawn with minimal customization.
That's a pattern I see a lot with stores at your stage.

The ones that invest in custom theme work usually see 15-25%
better conversions. The brand experience starts matching
the backend. Would 15 minutes be worth it to see if that
applies to Rugged Supply?

Jake

Script 4: Discovery Call Opener

When to use: You're on a call and need to understand their situation.

"Thanks for making time. Before I dive into anything,
I'd love to understand where {store_name} is right now.

- What's driving most of your traffic today?
- What's working well that you want to do more of?
- What's the biggest thing slowing down your growth?

[Listen. Take notes. Reference their answers later.]

Based on what you just told me, I think we can help with..."

Script 5: LinkedIn Connection Request

When to use: Email isn't working, or you want to try multiple channels.

Hi {first_name},

I work with Shopify stores in {category} and came across
{store_name}. Really liked {specific_thing_about_store}.

Noticed you're doing {X} well but might be leaving some
money on the table with {Y}. Would love to connect and
share what's working for similar stores.

No pitch. Just thought it might be useful.

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Handling Objections

Every sale hits objections. These are the five most common and how to handle them.

"We already have someone for that"

What they really mean: We have an agency, tool, or employee handling this.

How to respond:

"Totally fair. Quick question: are they handling {specific_thing}
too? I ask because most stores your size have the basics
covered but are missing {gap}.

If you're covered there too, no worries. But if not, that's
usually where I see the biggest quick wins."

The key: Don't compete directly. Find the gap in what they already have.

"We're not ready yet"

What they really mean: Not a priority. No budget. Too early.

How to respond:

"Makes sense. What would need to change for this to move
up your list?

[Listen for the real blocker]

Got it. Would it help if I sent a quick breakdown of what
stores your size typically get from {solution}? That way
you'll have context when the timing is right."

The key: Get permission to stay in touch. "Not now" isn't "never."

"Too expensive"

What they really mean: Higher than expected. Budget is tight.

How to respond:

"I hear you. Let me ask: is it the total cost or the monthly
commitment that's the concern?

[If total]: We could spread this across Q1 and Q2 instead
of doing everything at once. Would that work better?

[If monthly]: What monthly budget would feel comfortable?
I'd rather scope something that fits than force a bad fit."

The key: Separate budget problems from value problems. If they don't see the value, no price is low enough.

"Send me more info"

What they really mean: Polite brush-off. Or genuinely interested but busy.

How to respond:

"Happy to. What would be most useful: case studies from
similar stores, pricing breakdown, or how our process works?

[If specific answer]: Great, I'll send that. Would Thursday
work for a 10-minute call after you've looked it over?

[If vague]: No problem. I'll send a one-pager with the
highlights. Just reply if it resonates and we can chat."

The key: Get specific. Vague "send info" means low interest. Specific requests mean real interest.

"We tried that before and it didn't work"

What they really mean: Bad experience with a similar service or vendor.

How to respond:

"That's frustrating. Mind sharing what happened?

[Listen without getting defensive]

That makes sense. Here's how we do it differently:
{specific_difference}. But honestly, I'd rather understand
what went wrong so we don't repeat it."

The key: Acknowledge the past failure. Show how you're different. Don't dismiss what happened to them.

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What to Charge

What do Shopify stores actually pay for services? The data tells us a lot.

Agency Pricing Benchmarks

Based on industry research and HubSpot's agency pricing data:

What Stores Can Afford by Size

Rule of thumb: Most stores will spend 5-15% of revenue on marketing. A store making $100k/month can usually budget $5k-$15k for agencies and tools combined.

How to Price Your Services

My recommendation: Start with project-based or monthly retainer pricing. Performance deals sound good but create arguments about attribution.

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The Full Sales Process

A realistic sales cycle when selling to Shopify stores looks like this.

Timeline by Deal Size

Week by Week

Weeks 1-2: Find and Qualify

• Find target stores that match your criteria
• Check they have the right traffic, apps, and contacts
• Send first outreach (email, LinkedIn, or both)
• Goal: Book a discovery call

Weeks 2-3: Discovery and Demo

• Understand where they are now and where they want to go
• Find the specific gaps you can fill
• Show relevant examples from similar stores
• Walk them through how you work
• Goal: Get to proposal stage

Weeks 3-4: Proposal and Negotiation

• Send proposal with clear scope and pricing
• Handle objections
• Adjust terms if needed
• Goal: Get verbal commitment

Weeks 4-5: Close and Start

• Sign contract, get payment
• Kick off the project
• Begin work
• Goal: Happy client

Numbers to Track

Example math: 100 qualified leads → 10-15 responses → 5-7 calls → 3-5 proposals → 1-2 closed deals

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What "Good" Looks Like

Based on industry benchmarks and our data:

Response Rates by Approach

Realistic Weekly Numbers

For a solo operator or small agency:

The math: 50 qualified leads/week × 10% response × 50% call rate × 40% close rate = about 1 deal per week.

Scale up or down based on your capacity and average deal size.

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Quick Case Study

The situation: A Klaviyo agency wanted to find stores ready for email marketing help.

What they did: Filtered for stores with 20k+ traffic that had Meta Pixel installed but no email app. Found 847 matches. Sent gap-based pitches mentioning the specific mismatch.

Results:

• 12% response rate (vs. 3% before)
• 23 discovery calls from 200 emails
• 7 closed deals in 6 weeks
• $18k in new monthly retainers

Why it worked: They pitched stores that clearly needed email (running ads, had traffic) but didn't have it yet. Much easier than convincing someone to switch from a competitor.

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FAQ

What's the best store size to target?

10k-50k monthly visitors. These stores have real budget ($50k-$250k/mo revenue), are actively investing (2.7 apps on average), and decision-makers are still reachable (39% have contacts). Above 200k, sales cycles get longer and you're competing with bigger agencies.

Should I use email or LinkedIn?

Both. Email first for volume. LinkedIn for follow-up or high-value targets. Using both channels typically lifts response rates 20-30% compared to just one. See our cold email templates for specific scripts.

How many times should I follow up?

5-8 touches over 2-3 weeks. Most deals happen between touch 3 and 7. After 8 touches with no response, move on. But "no response" is different from "not now." Keep nurturing people who said "maybe later."

Should I pick a niche?

Yes, eventually. Starting broad helps you learn what works. But specialists close more deals and can charge more. Once you have 5-10 clients in one industry, double down on that niche.

How do I find stores missing specific apps?

Check stores individually with a Shopify store analyzer, or use a database that lets you filter by "not using" specific apps. Example: stores with 10k+ traffic that don't have Klaviyo.

What about Shopify Plus stores?

Plus stores install 2.2x more apps and have 7.8x more contacts. They invest heavily. But they also have longer sales cycles, more stakeholders, and higher expectations. Good for enterprise services. Harder for smaller agencies. See How to Identify Shopify Plus Stores for detection methods.

How do I compete with bigger agencies?

Specialize and personalize. Big agencies are generalists. Their account managers don't know each store well. You can out-research them by finding specific gaps. When a store owner gets 50 generic pitches, the one that mentions their exact tech stack stands out.

What's a realistic close rate?

2-5% from cold lead to closed deal. That's the full funnel. Below 2% means your targeting, pitch, or pricing is off. Above 5% and you might be underpricing or leaving money on the table.

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Tools That Help

For Finding and Qualifying Leads

For Outreach

For Managing Deals

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Summary

Selling to Shopify stores comes down to three things:

1. Find the right stores. 10k-50k traffic is the sweet spot. They have budget, they're investing in tools, and you can actually reach the decision-makers.

2. Pitch the gap, not your product. 66% have no reviews app. 94% have no upsell tools. Find stores missing what you sell. That conversation is much easier than trying to switch them from a competitor.

3. Personalize using tech stack data. Generic emails get 1-3% response. Emails that mention their specific apps and gaps get 15-25%. The difference is proving you actually looked at their store.

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Related guides:

• How to Find Shopify Clients for Your Agency - Where to find prospects
• How to Qualify Shopify Leads - The STAMP scoring framework
• Cold Email Templates for Shopify Stores - More outreach scripts
• How to Get Shopify Store Owner Emails - Finding contact info
• What Apps Do Top Shopify Stores Use? - Market intelligence data