Merchandising on the Homepage: Category vs Product Hero

Riyan Kapoor 3 min readJune 19, 2024

Lead with categories when

Wide catalog, varied buyer intent, first-time visitors. Category leads help visitors self-select the right path.

Narrow catalog, brand-led shopping, repeat visitors. A hero product creates desire and shortens path to purchase.

Best of both: one hero product tile + category grid below. Covers the majority of visitor intents.

A pragmatic ranking of AOV-boosting tactics — what works for DTC brands doing $1M–$20M.

Subscriptions are famously churny. Here's the model structure that bucks the trend.

Shopify app bloat is a silent performance killer. Here's our audit and what we removed.

Our team ships ecommerce programs every week. Book a free consult — we'll tell you what would move the needle for your brand.