It’s no secret that launching an online store is easier than ever. But sustaining one? That’s a different story. According to industry estimates, 80–90% of eCommerce businesses—Shopify stores included—fail or become inactive within 24 months (Forbes, Insider Intelligence). This stark statistic should serve as motivation, not discouragement.

At View6 we help UK-based startups and SMEs beat those odds—through smart, strategic eCommerce optimisation designed specifically for Shopify. Whether you're just getting started or struggling to scale, there is a path to sustainable growth.

Why So Many Stores Fail

Let’s address the core reasons behind the high failure rate:

  • Lack of demand or product-market fit

  • Poor site performance and low conversion rates

  • Insufficient or unqualified traffic

  • No clear brand or value proposition

  • Weak follow-up marketing (email, retention, etc.)

Many entrepreneurs launch with enthusiasm but no clear roadmap. At View6, we believe success comes not from working harder, but from working smarter—with data, strategy, and tested eCommerce fundamentals.

1. Start with Store Optimisation – Not Ads!

Throwing money at traffic won’t help if your store doesn’t convert. Before spending on advertising, ensure the foundations are solid.

At View6, we help Shopify store owners:

  • Conduct full store audits: speed, usability, conversion paths, and mobile responsiveness

  • Streamline navigation and user experience (UX)

  • Improve product page layouts for clarity, trust, and action

  • Add or improve conversion boosters: social proof, trust badges, urgency elements, and reviews

Fact: Shopify’s own research shows that conversion rates drop sharply on slow-loading or confusing pages. A one-second delay in page load time can reduce conversions by 7% or more (Source: Akamai).

2. Focus on Increasing AOV (Average Order Value)

One of the smartest ways to grow revenue without new traffic is by increasing the value of each sale. We help clients implement:

  • Bundling and cross-sell strategies

  • Free shipping thresholds and tiered discounts

  • Upsell prompts on product and checkout pages

  • Smart cart design that encourages add-ons

Higher AOV means more revenue per visitor—essential for early-stage growth when traffic budgets are tight.

3. Drive Quality, Sustainable Traffic

It’s not just about getting more visitors—it’s about attracting the right ones. Our growth framework helps Shopify store owners:

  • Optimise for search engines (on-page SEO, keyword research, structured data)

  • Build email marketing flows using Klaviyo or Shopify Email

  • Develop content marketing (blogs, guides, and landing pages)

  • Create effective retargeting strategies to bring back abandoned browsers

We don’t chase vanity metrics—we build traffic pipelines that convert.

4. Track, Learn, Adapt

The most successful eCommerce stores are data-driven. At View6, we set up:

  • Analytics dashboards via Google Analytics, Shopify reports, and Hotjar

  • Session recording tools to identify UX roadblocks

  • Conversion tracking across product pages and funnels

Success isn’t a one-time event—it’s a continuous process of learning and refining. We give you the tools to make smarter decisions and stay agile.

Final Thoughts

Yes, most Shopify stores won’t last beyond two years—but yours can. By focusing on conversion rate optimisation, AOV strategies, and smart traffic generation, your store can move from survival to sustainability—and eventually to scale.

At View6 we specialise in helping UK startups and SMEs build profitable Shopify stores that grow strategically and efficiently. Whether you need a one-off audit, ongoing support, or a full website overhaul, our approach is tailored, transparent, and rooted in real results.

Don’t just launch - last.
Let’s talk about how we can help your Shopify store grow.