Get The Most Out Of Your Merchandising


Are you getting the most out of your merchandising? Or is it all manual pain and no conversion gain? As online retailers are stepping up their merchandising creativity, a banner here and there is no longer enough to keep shoppers on your site. 

Get inspired and level up your campaigns with these standout merchandising tactics from some of the best in the biz. 

Homepage Merchandising

Hook shoppers immediately by merchandising the homepage with relevant, eye-catching information. Invest in visuals that go beyond basic product imagery, and update the page regularly with captivating graphics and messaging.  

Case in point: Good American’s homepage is merchandised with striking banners that announce the latest drops, collections, and collabs. A timely party-themed header takes the spotlight, while an additional promotional banner creates urgency with a sitewide discount code. 

Good American merchandising - ICONIC PARTY showing an African American woman with short hair in a silver sequin dress

PEARL iZUMi takes a similar approach, but with a rotating carousel of banners. The store’s holiday gift guide, new arrivals, and limited edition collection are placed front and center. Meanwhile, a banner at the top of the page promotes free shipping and the option to subscribe for early access to sales. 

Pearl izumi holiday gift guide promotion; two people on bikes with a mountain in the background; options to shop mens and women's gifts

Category Page Merchandising

Category pages are where boost rules, badges, and more banners come into play. Get the most out of your category merchandising by keeping shopper behavior in mind. Base strategy around products and offers that resonate and make sure the most relevant results show up at the top of the page. 

For example, Jonathan Adler boosts new products on their vase category page. They also use merchandising badges to highlight thing like new arrivals. This tactic is paired with a complementary banner that shows must-have products styled in the home. 

Jonathan Adler merchandising example showing their vase category product page. Top is a banner

Category merchandising also creates urgency and holds shopper attention as they scroll. Skims adds badges to products that are low in stock, on waitlist, or coming back soon. This approach fits with Skims’ wider hype-strategy and draws attention to sellout favorites.

Skims merchandising leggings category pages - three pairs of black leggings

Landing Pages

Campaign landing pages are like main categories, but with even more merchandising potential. Typically created for a short period of time, merchandised landing pages are used to curate seasonal styles, limited collections, or the latest sale. Add some merchandising magic and pre-schedule your page launch for the perfect destination for marketing campaign clicks.   

Take inspiration from CostumeBox, which has a dedicated page for festive costumes, decorations, and accessories. As a helpful reminder, they also include a banner that lists final shipping dates for the holiday season. Not only is this useful from a customer service perspective, a banner like this also encourages site visitors to shop early, which eases pressure on order fulfillment during peak periods. 

Learn more about CostumeBox and how they have streamlined merchandising.

Costume Box Festive Season  _ shows delivery times and expectations for ordering

Inline banners are another great way to get relevant information in front of shoppers. These banners are placed in the product grid alongside (or inline with) product results. Use inline banners to suggest categories, promote a sale, or highlight your loyalty program. In the case of THE UPSIDE, inline banners are used to share details of the brand’s charitable contributions and sustainability initiatives. THE UPSIDE also makes use of features like boost rules to drive success. 

The Upside leggings page featuring inline banners for merchandising their site.

Merchandising that Does the Most for Your Store

Are you squeezing every last drop of potential from your merchandising campaigns? Focus on small but powerful tactics across your homepage, categories, and landing pages for a great impact. You can also invest in merchandising products that help streamline processes and automate many of these merchandising best practices – letting you do more with less and improve the shopper experience. 

Special thanks to our friends at Searchspring for their insights on this topic.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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