# Matt Sandham

Matt Sandham works on ecommerce growth and Shopify store strategy with bspoq, an ecommerce and marketing agency. His posts discuss improving store performance through traffic, conversion, average order value and repeat purchases, as well as evaluating new commerce channels.

- Profile: https://b2binfluencer.marketing/creators/matt-sandham/
- LinkedIn: https://www.linkedin.com/in/matt-sandham
- LinkedIn followers: 1,894
- Topics: artificial-intelligence, ecommerce, agentic-commerce, ecommerce-growth
- Based on 11 dated posts, latest 2026-09-28

## Summary

Matt Sandham is most useful for practical Shopify ecommerce growth advice across four store performance levers.

- Best for: Shopify-ecosystem vendors or established stores wanting store performance content or advisory.
- Not for: Consumer-facing DTC brands or marketplaces wanting high-reach paid awareness with short-form video.
- Check first: Confirm audience demographics, post-level results, and any partnership package or rates.

### Takeaways

- Small, consistent gains across traffic, conversion, average order value and repeat purchases compound.
- New AI commerce channels should be judged on profitability after platform, payment and fulfilment costs.
- Diagnose which growth stage a store is stuck at before prescribing anything.

## Main ideas

- **Small compounding gains across four store levers beat the search for one big win**: Matt Sandham's central argument is that most business owners looking for a single lever to double revenue are asking the wrong question, because the answer is usually arithmetic rather than a breakthrough. The reasoning: modest improvements in several places add up further than one large swing in one place. The four levers named are a bit more traffic, a slightly higher conversion rate, a stronger average order value, and customers coming back just once more. Repeat purchase is singled out as the part that matters most, and the other three are treated as equal partners in the same effect rather than as separate bets.
- **New AI commerce channels should be judged on whether the traffic is profitable**: Responding to Shopify's fee on sales completed through ChatGPT checkout, Matt Sandham moves past the framing that AI commerce is coming and asks the cost question instead. The reasoning is a stack: platform fees, payment fees, fulfilment and other operational costs all apply to that traffic, so the relevant comparison is against paid search, paid social and marketplaces. Sandham also notes that Google and Microsoft were not yet charging for comparable traffic and asks whether that changes where merchants go, and whether higher conversion rates are enough to make the fee worthwhile. The post raises these questions without answering them.
- **Diagnose which growth stage a store is stuck at before prescribing anything**: Matt Sandham argues that ecommerce brands get stuck at different stages of growth, and that the reason is often not the one the owner assumes, before pointing to a take on what brands have to get right at each level. The distinctive part is the diagnosis-first framing: the stage, not the symptom, determines what needs fixing. The supplied copy is only the framing — the stage-by-stage detail sits in separate material that was not provided, so what each level requires cannot be described from this evidence.
- **Shopify platform depth is the base the rest of the work sits on**: The reviewed posts place Shopify at the centre of what Matt Sandham and bspoq do. The argument made is one of continuity rather than novelty: the agency has been an active Shopify partner since 2019 and the work described is complex builds, scaling, optimisation and platform strategy. A separate post shows how that platform focus is maintained in person, through time with the Shopify team and on the exhibition floor.

## Work to read

- [Small gains across four levers beat the search for one big one](https://www.linkedin.com/posts/matt-sandham_ive-sat-in-so-many-strategy-sessions-with-activity-7391043448516272128-dHT9)
- [Turning the Shopify ChatGPT checkout fee headline into a profitability question](https://www.linkedin.com/posts/matt-sandham_headlines-are-in-shopify-merchants-will-activity-7420067120123666433-79tc)
- [Shopify Partner Directory listing, framed as long-standing work rather than new work](https://www.linkedin.com/posts/matt-sandham_our-updated-profile-has-just-gone-live-in-activity-7417206632708767744-KJJX)
- [Naming where ecommerce brands get stuck at each growth stage](https://www.linkedin.com/posts/matt-sandham_e-commerce-brands-get-stuck-at-different-activity-7393956821603868672-GMxq)
- [A working week across Shopify, an expo floor and agency meetings](https://www.linkedin.com/posts/matt-sandham_brilliant-week-last-week-packed-schedule-activity-7510340870483730432-yZi2)

## Brand relationships

- **bspoq** (employment)
- **Shopify** (disclosed_partnership)
- **Pickleball Shop** (mention)

## Partnerships

The reviewed posts do not document any sponsored-content package, rate card, or published partnership policy. The partnership-adjacent activity they do show is agency work through bspoq, an ecommerce and marketing Shopify Plus agency: Matt Sandham writes about bspoq's Shopify builds, growth and optimisation projects, its Shopify Partner Directory listing, and its team's meetings with Shopify and merchant-side contacts. For a brand planning a content collaboration or advisory role on ecommerce growth, the practical route documented in this material is a commercial conversation with the agency about a scoped project rather than a creator sponsorship deal with stated deliverables. No public sponsorship inquiry route is verified, so the template's inquiry link is left out.

## Alternatives

- Valentin Raspé: Choose Raspé when the brief's centre of gravity is creative strategy and on-site conversion rather than growth arithmetic. Both reviewed posts report from merchant and DTC gatherings on the same buyer problem — how a store gets unstuck. At Merchant Inspiration 26, Raspé's takeaways are that brands still leave easy Shopify wins on the table from product page through checkout, that a brand stuck at seven figures should fix its website experience before optimising anything else, and that creative strategy now runs persona to message to angle to format to execution. A second post from a DTC creative-strategy event adds that offer and onboarding deserve more attention because they can shift unit economics, and that test volume is higher than expected, with AI-generated creative used to buy cheap volume. For a Shopify Plus audience, that maps closely to a creative-and-CRO advisory brief.
- Roberto Machado: Choose Machado when the collaboration is about interpreting new commerce surfaces for merchants — what a checkout inside an AI assistant actually does to orders, data and follow-up. The reviewed posts are concise platform breakdowns aimed at ecommerce and marketing leaders. One explains that Shopify merchants can sell through Meta's AI assistant, Muse, with direct checkout inside the conversation; the order still lands in Shopify, so a connected email or CRM platform can trigger post-purchase flows and work toward a second purchase, and the tradeoff is that the merchant's usual website analytics pixels do not fire during Meta's checkout. A second covers ChatGPT Ads connecting to HubSpot for ad creation, tracking and lead follow-up, and Shopify's US app for managing ChatGPT campaigns through the Shopify Catalog. For an app or measurement vendor whose pitch depends on explaining a new channel before recommending spend, that framing is directly usable.
- Stephen Moock: Choose Moock when the campaign audience is platforms and marketplaces rather than individual Shopify Plus merchants — for example an infrastructure or payments vendor that wants a practitioner speaking to catalog distribution and agent readiness at scale. The reviewed posts describe working with large platforms and marketplaces on distribution complexity, present Stripe's Agentic Commerce Suite as a single integration that makes an entire product catalog discoverable to a range of AI agents (write once, distribute everywhere; checkout, payments and fraud protection handled in the suite), and cite early adopters including large apparel retailers alongside platforms such as Wix, Etsy and Squarespace. A second post argues that OpenAI moving Instant Checkout out of ChatGPT search and into Apps is a normal early iteration, that discovery rather than a native buy button is the unlock, and that merchants should build on open protocols and catalog syndication rather than bet on one agent's roadmap. That is a strong spine for a brief about channel strategy at platform level.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/