Explaining Shopify post-purchase and retention problems through Order Editing product examples and founder lessons.
Best for
Campaigns selling retention or post-purchase tools to Shopify merchants and founders.
Not for
Consumer lifestyle sponsorships or campaigns needing broad consumer reach and published rates.
Key takeaways
A cancellation is usually a problem with an alternative, not a lost customer.
Post-purchase offers run on a very short clock.
A text-message test for Bobbi Brown reported a 10.7% post-purchase upsell rate.
Check first: Confirm audience analytics, media kit, rates, and whether the 10.7% upsell result is typical.
Main ideas
The valuable part of a Shopify store is after the buy button · A cancellation is usually a problem with an alternative, not a lost customer · Post-purchase offers run on a very short clock
Hamish McKay is a co-founder of Order Editing, a Shopify app for order editing, checkout and post-purchase upsells.
In their LinkedIn posts, they explain the product through concrete merchant problems: helping customers fix an address or change an item instead of cancelling, and offering a post-purchase upsell by text.
Their writing also covers how the company explains new features to clients and how it chose profitable growth over growth at all costs.
McKay’s posts connect product decisions to specific customer situations and business outcomes.
In one example, they describe rebuilding the app after Shopify required it to become smaller, then lay out four alternatives the app can offer a customer trying to cancel.
In another, they report a 10.7% post-purchase upsell rate from a text-message test for Bobbi Brown, a result from one brand rather than a typical rate.
The posts also show their interest in practical founder lessons, including customer education, community-led growth and profitability.
Readers looking for firsthand accounts of building and marketing a Shopify software business will find the clearest value here.
Hamish McKay's public posts make a consistent case: the money in a Shopify store sits after the buy button, and most merchants leave it there.
Read more
Order Editing is built around that claim, with cancellation retention flows, post-purchase upsells, address fixes and checkout testing; each tactic is measured by revenue recovered or demos booked. The company is also run for profit and kept founder-owned, with the first paying customer treated as a distribution channel rather than a transaction.
The valuable part of a Shopify store is after the buy button
Hamish McKay says describing an order-editing tool as a single feature undersells it.
Read more
Clients assumed the product handled self-service order editing and nothing more; correcting that changed how buyers understood the app. The full post-purchase stack — checkout upsells, personalisation and A/B testing, address validation and autocomplete, one-click post-purchase upsells, network offers, and self-service order editing — is where merchant revenue and retention are decided.
The feature-video post lists the app’s capabilities and says clients now know it runs the entire checkout for their brands, with A/B testing live at the biggest brands on the client list.
A cancellation is usually a problem with an alternative, not a lost customer
Hamish McKay says cancellations should be handled with flows that address the customer's actual reason, not a single screen asking them to stay.
Read more
Wrong address, changed mind, slow shipping and a missing discount each have a concrete fix that can keep the order alive. Reporting each save lets the merchant see recovered revenue rather than guess at goodwill.
The post maps four cases: a wrong-address customer is prompted to use order editing, a customer who no longer wants the item is shown swaps, a shipping-speed complaint is upgraded to express, and a forgotten discount code is reapplied. Every saved sale appears in the analytics dashboard.
The feature arrived after Shopify required the app to shrink from roughly 700kb to 64kb or be delisted.
The rebuild made it about 13 times smaller and created room for the retention features.
Hamish McKay says the minutes after payment are the useful window for an upsell.
Read more
The offer should arrive by text with a deadline, rather than wait for a later email campaign. They see the tactic as repeatable across a client base and tie it to the retail calendar.
Beauty brand Bobbi Brown texted customers just after they ordered, giving them half an hour to add more.
Hamish McKay reports that 10.7% of customers added an upsell after paying, calls the result stronger than expected, and says the goal is to get all 1,000-plus clients running it before Black Friday.
This is one brand's result, not a multi-brand study.
Hamish McKay says product education should reach clients through the channels they already use, rather than sit in a changelog or wait for a public funnel.
Read more
Their method: one short video per release, sent directly to client Slack channels, so existing customers learn what changed and new buyers arrive better informed. They credit this with improved demo bookings and a clearer picture of what the app does.
Named recipients include Oz Hair & Beauty, Summer Fridays, Gymshark, Showpo, Ridge, Mous, LSKD, Comfrt, Oh Polly, BabyBoo, Jones Road and The Body Shop. Hamish McKay says they expected this would not work for a B2B software company under $5M ARR, and were wrong.
Profit and ownership come before growth at any cost
Hamish McKay says running the business profitably and keeping it founder-owned matter more than scaling for its own sake.
Read more
They were told repeatedly that margin would not matter and to grow at all costs. Positive cash flow, they argue, gives the company freedom to invest in the team and enjoy the work, rather than chase a growth rate.
The stated proof includes a 20-bed villa in Thailand booked for the company's end-of-year retreat and funded by cash flow, alongside claims of over 1,000 customers, 332 public testimonials, and the Order Editing team still owning 97% of the business.
The first paying customer is a distribution channel
Hamish McKay says early customers who get real results can bring in more customers, especially within founder communities.
Read more
With no network, it took six months to get a first paying customer, so the first one to talk publicly about the product is worth more than the revenue they bring.
McKay credits first investor Dean Leibbrandt with sharing the app with eCommerce Equation, described in the post as Australia's largest community of Shopify founders.
Dean and his brother Jaryd, now angel investors, later recorded Facebook ads for the company.
The reported results behind that introduction: $100,000 made through the app's upsells, 12,000 support tickets self-serviced with order editing, the business five times its previous size two months later, and ads that booked 17 demos in seven days at about A$180 in spend each. These are Hamish McKay's own figures in a thank-you post.
Answers the question most brands ask first: what does an order-editing app do, and where does the money come from?
Read more
The post explains the cancellation-retention mechanism through clear, concrete examples.
Hamish McKay says Shopify told them to cut the app from roughly 700kb to 64kb or be delisted.
They rebuilt it to about 13 times smaller before adding new features.
The core feature is a cancellation-retention flow: when a customer asks to cancel an upcoming order for a preventable reason, the app offers an alternative — change the address, swap the item, upgrade to express shipping or apply a forgotten discount code.
An analytics dashboard shows merchants each saved sale and its return.
The post frames a technical constraint as a product decision.
For brands planning a campaign
A useful reference for a retention-focused content programme: it names four reasons customers cancel and the matching retention levers, which can inform merchant how-tos, demo scripts or comparisons of retention tactics. It also shows how an app-size limit became a feature story.
Gives a single, checkable figure for post-purchase upsells and shows the tactic behind it, rather than making a general claim that post-purchase upselling works.
Read more
The post reports that 10.7% of customers added an upsell after paying, based on a test that texted customers of beauty brand Bobbi Brown and gave them a 30-minute window to add to their order.
Hamish McKay says the result was stronger than expected and that the goal is now to get all 1,000-plus clients using the tactic before Black Friday.
They present it as an unusually successful tactic, not a controlled multi-brand study.
For brands planning a campaign
A concrete hook for seasonal campaigns around Black Friday and SMS as a post-purchase channel. The 30-minute urgency window and 10.7% figure are the reusable specifics; a campaign brief should present the number as a single-brand pilot result, not a cross-category benchmark.
Explains the product's go-to-market approach and names its clients, helping readers judge whether the audience and sales style are a fit.
Read more
Hamish McKay says they record a YouTube video for every new feature and send it directly to client Slack channels, naming Oz Hair & Beauty, Summer Fridays, Gymshark, Showpo, Ridge, Mous, LSKD, Comfrt, Oh Polly, BabyBoo, Jones Road and The Body Shop.
They say the videos lead to better-informed buyers and more demo bookings because clients previously assumed the app only handled self-service order editing.
The post also lists the wider feature set: checkout upsells, personalisation and A/B testing, address validation and autocomplete, post-purchase one-click upsells, post-purchase network offers, and self-service order editing.
For brands planning a campaign
A template for merchant enablement: short feature videos shared through existing customer channels rather than a public funnel. Useful for briefs seeking a lightweight, founder-led content programme a small team can run alongside paid acquisition.
Traces the business's growth from a six-month wait for its first paying customer to a company five times its previous size, and names the community behind that growth.
Read more
Hamish McKay says Dean Leibbrandt became the first investor and introduced the app to eCommerce Equation, described in the post as Australia's largest community of Shopify founders.
They credit that introduction with merchant results including $100,000 made through the app's upsells and 12,000 customer support tickets self-serviced with the order-editing feature, and say the business was five times its previous size two months later.
More recently, the same investors recorded Facebook ads that booked 17 demos in seven days at about A$180 in spend per demo booking.
These are the founder's reported figures, shared in a thank-you post rather than a case study with methodology.
For brands planning a campaign
Makes the case for community-led distribution and advocate co-marketing over paid reach alone.
For briefs involving partner or customer-advocate campaigns, this is the clearest account of how an introduction within a founder community led to revenue.
Explains the company's ownership structure and stance on profitability — both relevant to how a brand should expect to work with it.
Read more
Hamish McKay writes about booking a 20-bed villa in Thailand for the company's end-of-year retreat and links it to running the business profitably.
The post states that the company has over 1,000 customers and 332 public testimonials, and that the Order Editing team still owns 97% of the business.
They say they repeatedly ignored advice to grow at all costs and that positive cash flow makes the retreat possible.
For brands planning a campaign
Useful for assessing tone and values fit: a partner positioned as profit-first and independently owned presents differently from a venture-funded one. The post also offers the strongest public statement of scale — 1,000-plus customers and 332 testimonials — for a campaign rationale; both figures are self-reported.
Cancellation retention flows built into order editing
Hamish McKay describes adding cancellation retention to the Order Editing app.
Read more
When a customer tries to cancel an upcoming order for a reason the merchant can fix, the app offers an alternative: prompt a wrong-address customer to change the address, show an undecided customer other items to swap to, upgrade a shipping-speed complaint to express, or let a customer reapply a forgotten discount code. They say every sale is reported in the app's analytics dashboard so the merchant can see the recovered revenue.
Set up cancellation retention as flows, not a single block screen: match the customer's stated reason to one concrete alternative before the refund goes through, and count each save in a dashboard.
Hamish frames the tactic around preventable cancellations. Ask how the app handles cases where the customer's reason cannot be addressed with an alternative.
For brands planning a campaign
For a campaign aimed at retaining customers, this is the most directly usable material in the posts. A brand can build content around cancellation-reason mapping and retained-sale reporting rather than generic loyalty messaging: the playbook names the reasons and responses.
Post-purchase upsells, including a timed text-message offer
Hamish McKay reports that 10.7% of customers add an upsell after they have already paid.
Read more
As an example, Bobbi Brown texted customers who had just placed an order to tell them they had 30 minutes to add more; they say it worked.
Hamish ties the tactic to timing, saying they want all 1,000-plus clients running it before Black Friday.
A separate post lists post-purchase one-click upsells and post-purchase network offers among the app's capabilities.
Send the offer by text within a short window after checkout, rather than waiting for a later email or follow-up campaign.
The 10.7% figure and the Bobbi Brown result come from one brand and one window. Ask for the test conditions, sample size and baseline.
For brands planning a campaign
A brand assessing upsell content can point to a tested mechanic with a stated conversion figure and a seasonal trigger. The pre-Black Friday framing offers a calendar-based angle for campaign planning.
One video per feature, delivered where clients already talk
Hamish McKay describes recording a YouTube video for every new feature and sending it straight into client Slack channels, naming merchants including Oz Hair & Beauty, Summer Fridays, Gymshark, Showpo, Ridge, Mous, LSKD, Comfrt, Oh Polly, BabyBoo, Jones Road and The Body Shop.
Read more
They say the practice changed both account management and go-to-market: demos now arrive with better education, and clients understand the app runs the whole checkout rather than only self-service order editing.
Pair each release with a short video and deliver it in the channel the client already uses, so the update reaches them with context instead of sitting in a changelog.
Hamish expected this would not work for a B2B software company under $5M ARR. They say it worked; ask for retention or adoption numbers.
For brands planning a campaign
This is a portable product-education model for a B2B SaaS campaign: the release cadence, not the product, is the story. A brand can adopt the same cadence for feature-adoption content.
Across the posts, Hamish McKay positions the product as covering everything after add-to-cart, not a single feature.
Read more
They list checkout upsells, personalisation and A/B testing, address validation and autocomplete, post-purchase one-click upsells, post-purchase network offers, and self-service order editing. Hamish says A/B testing is out and the biggest brands on the client list are already running it.
For brands planning a campaign
Useful for a campaign focused on product positioning: the content angle is the breadth of the post-purchase stack, which Hamish says merchants had undersold them on. A brand can frame comparison content around full checkout ownership versus point tools.
Profitable, founder-owned growth instead of growth at all costs
Hamish McKay says the business funded a 20-bed villa in Thailand for its end-of-year retreat because it runs profitably.
Read more
They cite over 1,000 customers, 332 public testimonials, and the Order Editing team still owning 97% of the business, and say they were told repeatedly that margin would not matter and to grow at any cost. A separate post reinforces the same operating stance through cash flow, demo economics and a profitable go-to-market.
The retreat, ownership and customer figures are Hamish's own claims in a celebratory post. Ask for independent verification if they matter to the decision.
For brands planning a campaign
The narrative suits briefs about durable, bootstrapped software businesses or founder-led content. A brand could build around profitable growth and team ownership as criteria for selecting tools or partners.
Growth through founder communities and early-customer advocates
Hamish McKay tells the story of Dean Leibbrandt, the first paying customer, who shared the app with eCommerce Equation, described as Australia's largest community of Shopify founders.
Read more
They credit Dean with making $100,000 using the upsells and self-servicing 12,000 support tickets with order editing, and say the business was five times the size two months later. They add that Dean and his brother Jaryd are now angel investors who recorded new Facebook ads, booking 17 demos in seven days at A$180 in spend each.
Treat the first paying customers as a distribution channel: give them results worth talking about inside founder communities, then let them produce or fund material for the next stage.
The 5x growth, the $100,000 and the A$180 cost per demo are Hamish's own figures in a thank-you post. Ask for independent data if they matter to the decision.
For brands planning a campaign
For a go-to-market brief, this shows the channel Hamish used—Shopify founder communities and early advocates—and the content angle of turning customers into promoters and ad producers.
Hamish McKay's documented brand relationships centre on Order Editing, the Shopify app for order editing, checkout upsells and post-purchase retention that they co-own and run.
Read more
Beyond their own company, the posts show the angel investors who backed it, a founder community that helped it grow, and a named list of large Shopify merchants they count as clients.
Order Editing
Owned business
Hamish McKay co-founded Order Editing and describes it as a business they own, writing that “the Order Editing team still owns 97% of the business” and referring to “my Co-founder and I”.
Read more
The app handles order editing, checkout upsells and personalisation, address validation, post-purchase offers, and cancellation-retention flows.
McKay says Shopify pushed the company to shrink the app by 11x or be delisted. The relationship is with the platform the product runs on; ask for any commercial terms between McKay and Shopify.
McKay says Dean Leibbrandt approached them three years earlier wanting to invest in the Shopify app and became the company's first paying backer.
Read more
Leibbrandt and his brother now work as angel investors and still help with the business, including recording Facebook ads that brought 17 demos in seven days.
Begin with the order-editing and post-purchase posts.
Read more
Two make the operational case: cancellations usually have a fixable reason and a concrete alternative, while the minutes after payment are the window for a text-message upsell with a short deadline.
A third explains the release cadence — one short video per feature, delivered into the Slack channels merchants already use.
The remaining two cover how the company is run: profitable and founder-owned, with the first paying customer treated as a route into founder communities rather than a single sale.
For the same territory from different angles, the three creators below write about merchant support culture, post-purchase platform strategy and ecommerce data reconciliation.
Readers can use the tags to find material on Shopify order editing, post-purchase upselling, cancellation retention, profitable bootstrapping, and the Shopify app and B2B SaaS context those sit in.
Both write short LinkedIn posts from inside the Order Editing and Shopify app world, using a single merchant encounter to argue how a software vendor should treat the businesses that pay it.
Read more
One post names Woof and argues that wanting to get value from a product you pay for is nothing to apologise for; another looks forward to Order Editing v5 after a week of in-person work.
Du Plessis centres the merchant-account relationship and remote-team working life: responsiveness, the calendar link and why an attentive vendor is rare.
Hamish McKay centres product mechanics, reported upsell and retention results, and the go-to-market route through early customers.
A reader choosing between them is choosing between service culture and product tactics as the entry point.
Both post from inside a post-purchase software company and use LinkedIn to argue that the moment after checkout deserves more attention from Shopify merchants.
Read more
Both also treat their own company's trajectory as material: one covers seven years and growth from a tracking API into a platform handling tracking, EDD, returns, warranties and exception handling; the other covers the cancellation and upsell features built into a single app.
Wyatt writes at platform scale and from a career perspective — forecasts, first North America employee, an AI agent handling RMA reviews and delivery exceptions — while Hamish McKay stays close to one app's features and merchant-level results. Wyatt's posts read as industry analysis plus company milestone; theirs read as tactical playbook plus founder operating stance.
Both publish detailed LinkedIn posts that work through an ecommerce operations problem with named systems, specific numbers and a recommended fix.
Read more
Shopify wholesale reporting, ERP reconciliation and Walmart stock acknowledgement have the same shape as cancellation flows and post-purchase upsell windows: a concrete merchant failure, a documented mechanic and an argued response.
Symeonidis works on inventory and data reconciliation across Shopify, ERP, Cin7 Core and Walmart, writing as an operations and systems specialist.
Hamish McKay works on the checkout and post-purchase customer experience inside one Shopify app.
The comparison helps readers looking for the plumbing behind ecommerce orders rather than the offer shown to shoppers.
Hamish McKay’s LinkedIn posts cover topics relevant to a campaign aimed at Shopify merchants and founders, including order editing, post-purchase upsells, customer retention, and examples involving named brands.
Read more
Before booking against a professional-audience target, request recent audience analytics or documented survey results for the relevant roles and seniority.
Hamish McKay's posts here do not mention a sponsorship offer, media kit, rate card or partnership inquiry route.
Read more
The brand relationships shown are commercial, not promotional placements: Shopify merchants such as Gymshark, Summer Fridays and Oz Hair & Beauty use Order Editing's features, while Dean Leibbrandt and Jaryd Leibbrandt invested in the business and later recorded Facebook ads for it. There is no published format or operational specification, so buyers would need to scope any creator arrangement directly.
A company selling retention or post-purchase tools to Shopify merchants is the clearest fit.
Read more
Hamish McKay runs Order Editing, an app that works in and after checkout, and the posts explain its mechanics rather than pitch it.
The strongest example is a cancellation-retention flow: when a customer asks to cancel an upcoming order for a reason the merchant can fix, the app offers an alternative — change the address, swap the item, upgrade to express shipping or reapply a forgotten discount code — and reports each saved sale in an analytics dashboard.
A second post reports that 10.7% of customers added an upsell after paying, in a test that texted Bobbi Brown customers a 30-minute window to add more.
A third describes recording one short video per new feature and sending it to client Slack channels, naming merchants including Gymshark, Summer Fridays, Showpo, Ridge, Mous, LSKD, Oh Polly and The Body Shop.
That gives a campaign aimed at Shopify merchants two usable assets: a practitioner who can explain where merchants lose revenue after checkout and what a working save looks like, and a distribution model a small SaaS team can copy.
The fit is strongest because the posts name the customer decision each feature addresses, explain how the money is recovered and offer figures a campaign can test.
Two points need checking before commissioning: McKay reports the 10.7% rate, $100,000 in upsell revenue, 12,000 self-serviced support tickets and an A$180 cost per demo booking; the upsell figure comes from one brand in one window, so present these as individual results, not category benchmarks.
The posts give no sponsorship offer or inquiry route, so ask about terms and how to commission the work; this is a fit for expertise or co-marketing, not a standard paid placement.
When to choose a specialist
A consumer brand seeking sponsored lifestyle content to reach a broad audience is a poor fit.
Read more
The posts are written for business readers, offer no sourced reach metrics or audience breakdown by role, seniority or geography, and appear on LinkedIn alone: all five concern one company and its product.
There is no media kit, rate card, deliverable list or public partnership inquiry route, leaving a campaign that requires a fixed format, confirmed publication window and measured audience without enough information to price or schedule.
Promo codes, affiliate codes and consumer retail offers are also a poor match: the only money figures are the operator’s own account of app revenue and demo costs, not consumer reach.
A broader campaign about sustainable, founder-owned growth would be weak too; the profit-and-ownership material appears in a single celebratory post with no audited figures behind it.
Before considering a consumer campaign, ask for audience data, available formats and rates, and a partnership contact.
A worked campaign example
Build a campaign around reducing cancellations: “The four reasons customers cancel, and the swap that saves each one.”
Make it a short series.
Part one is a 90-second video walking through the cancellation flow using the four cases in the posts — wrong address, no longer wants the item, shipping too slow, forgotten discount — with the app screen showing the alternative offered each time.
Part two is a merchant worksheet asking operators to list their top cancellation reasons, match an alternative to each and name the retained-revenue figure they will track in the dashboard.
Part three is the timed post-purchase text offer, framed around a 30-minute window and published ahead of the Black Friday deadline mentioned in the posts.
Deliver all three through the app’s existing feature-video model: client Slack channels and the Shopify founder community featured in the Dean Leibbrandt story, rather than a public ad funnel.
This beats a general loyalty message because the posts name the mechanism, the customer reason it addresses and the reporting that proves it, making the content specific rather than aspirational.
Treat the 10.7% upsell rate and A$180 demo cost as self-reported results from one brand or one window: tests to replicate, not benchmarks.
Measure success by merchant activation — how many clients switch the flow on — rather than reach.
Ask McKay whether they would contribute on camera or as a named practitioner, and scope the deliverables directly; the posts publish no format or inquiry route.
Choose Jacques du Plessis for a retention-and-upsell campaign aimed at improving merchant retention through account relationships rather than checkout mechanics.
Read more
The posts show du Plessis writing directly about merchant success: a merchant apologising for booking too many strategy calls, du Plessis saying every AMER merchant has a calendar link, and the team being complimented for being more attentive than other apps on the Shopify App Store.
Another post places the work in a shared context, naming OSP/Order Editing v5 and an in-person team week in London.
For a campaign aiming to raise retention by getting merchants to use the product more, this is the better voice: the posts argue that attentiveness and proactive account management keep merchants, and speak to merchants who already pay.
That is a different lever from Hamish McKay's cancellation saves and post-purchase upsell tests.
The tradeoff is specificity and measurable mechanics.
The posts do not show a cancellation-retention flow, post-purchase upsell rate, feature-video distribution model or campaign-testable revenue figures.
They focus on relationship and culture, so a brief that needs to explain how to recover retention revenue or show a practitioner demonstrating the product inside a checkout flow will have less usable material.
Choose Joe Wyatt when the campaign needs post-purchase retention at platform scale rather than a single app's order-editing mechanics.
Read more
Wyatt's posts describe seven years building AfterShip in North America, running sales, support and success solo, and a product that grew from a shipment tracking API into tracking, EDD, returns and exchanges, warranties and exception handling, used by over 20,000 brands.
The second post reads the Adobe holiday forecast and distinguishes a gift buyer, who cares about one delivery date, from an essentials buyer deciding whether to buy again in three months.
It argues that an exception or a late delivery without updates loses the replenishment customer.
For a campaign about reducing churn after a bad delivery experience, that is a stronger strategic frame than order editing alone: it links retention to delivery visibility, returns and exceptions.
The tradeoff is proximity to checkout and upsell revenue.
Wyatt's posts cover delivery visibility, post-purchase platform breadth and an AI agent handling RMA reviews and exceptions; they do not show cancellation-retention flows, checkout upsells or merchant-facing upsell percentages.
A campaign aimed at increasing average order value through post-purchase offers or saving cancelling orders will find fewer concrete mechanics here.
Ask for audience, rate-card and sponsorship information.
Choose Stavros Symeonidis when the retention problem is operational stock and order accuracy across Shopify, marketplaces and an ERP, not customer-facing upsell or cancellation offers.
Read more
The two posts examine the buyer decision from the operations side.
One describes a wholesaler whose Shopify dashboard looks healthy while about four in five orders never reach Shopify, because phone, rep and invoice orders live in the ERP.
It explains how total sales, order count, average order value, sessions and conversion rate are calculated differently, and recommends matching systems on a unique ID.
The other describes a Walmart order sitting unacknowledged in Cin7 Core while the same unit remains available to Shopify or Amazon, risking an out-of-stock cancellation, Walmart's 2% cancellation threshold and automatic stock reservation.
For a campaign about merchant retention through fewer stockouts, fewer cancelled orders and reliable multichannel selling, this is the better alternative: the retention mechanism is preventing the failure before it reaches the customer.
The tradeoff is that this is not a post-purchase marketing or upsell story.
Symeonidis writes about inventory allocation, ERP reconciliation and marketplace order acknowledgement; the posts do not show checkout upsells, cancellation-retention prompts, merchant community distribution or customer-facing revenue figures.
A campaign that needs a practitioner to explain how a merchant earns more after checkout or speak to brand-side retention tactics will get operational depth rather than customer-experience material.
Research for this page draws on the full text of five LinkedIn posts by Hamish McKay, all about Order Editing and its work with Shopify merchants.
The posts carry no publication dates, so they are read as a set rather than a timeline.
Coverage is one channel and one company; no video transcripts, older posts, books, shows or other public work were available.
The page also uses additional posts by three adjacent creators for the similar-creator comparison; those posts are dated between June and October 2026.
Material gaps that remain: no publication dates for McKay's posts, no audience-composition data, no sponsorship terms, and no public partnership inquiry route.
