2 guides · 2 case studies

Product and first-purchase guides for DTC brands

How the first product a customer buys shapes what they are worth, how to find your gateway product, and which product your ads should lead with.

Products guides

Your best seller might be a dead end: how to find your gateway product

Products12 min read · Sep 27, 2026

Your best seller might be a dead end: how to find your gateway product

Your best seller brings volume. A quieter product usually brings the customers who stay. How to find your gateway product, why ads hide it, and how to build offers around it.

The first product a customer buys decides what they are worth

Products12 min read · Sep 15, 2026

The first product a customer buys decides what they are worth

Shopify ranks products by sales, not by the customers they create. How to measure 90-day value by first product, read the product path, and pick what your ads should sell.

Products case studies

All case studies →

72%of hero-product buyers never ordered againCase study · Pet treats~$16K / month ad spend

80% of ad spend was on the product that ends the relationship.

A pet treats brand was putting most of its ad budget behind its best seller. The buyers of that product rarely came back. The buyers of a smaller product did.

+38%contribution per order when the bundle was the first purchaseCase study · Fitness gear~$20K / month ad spend

One product did the acquiring. The bundle did the profit.

A women’s fitness gear brand relied on one ad and one product. Order data showed bundle buyers were worth far more, and no ad was selling the bundle.

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