An-Hacking : episode 15 🏖️

Summer isn’t sleep mode.

Hello there 👋

First I’m sorry for being so late - being fully transparent with you, I had a car crash few weeks ago and I’ve been taking some rest. Thank god I’m (almost) okay! Now let’s have some fun before summer break 🏝️

It’s July. Slack threads are half-asleep, inboxes are light, and half your clients are answering emails from poolside. But behind the chill vibes, there’s opportunity — especially in ecom.

Summer tends to get labeled as “slow,” but that’s exactly why it’s valuable. It’s quiet enough to fix what’s broken, test what’s risky, and build the stuff you’ll need when Q4 kicks in.

This month, we’re digging into what to focus on when things aren’t urgent: new promo formats that don’t scream “SUMMER SALE,” what Shopify’s been quietly rolling out, why The Smilist™ gets right about Online Shopping, how to make SMS work again (without annoying people), and what recent Google search trends are telling us about buyer intent.

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On today’s program :

• Summer Promos that aren’t embarrassing

• 4 US Shopify store you should inspire from

• The Smilist™ : best-in-class consumer journey 🔥

• Musical interlude 🎧

• Google Trends’ trends (welcome to Inception!)

• SMS is coming back 🥵

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1. Summer promos that aren’t embarrassing

We all know the tropes: “Hot deals,” “Sizzlin’ Summer Sale,” and the awkward mid-July “Christmas preview.” — one is tempted to “sell the most” during a low-traffic period. Many consumers are on vacation, spending less time online and more time outdoors or with family and unlike November–December (Black Friday, Christmas), summer lacks major e-commerce events (except for things like Amazon Prime Day).

But the brands that are actually cutting through right now are doing something else: giving people a reason to care without just slapping 20% off everything.

We’re seeing:

• Time-based bundles that disappear every 48 hours

• Choose-your-own gift tiers

• Mini “series” with weekly product drops or creator collabs

Graza nailed this with their “Summer Sauce Series” — different kits launched weekly with custom recipes from food creators. No major discounts, just smart product + content synergy. That’s the perfect recipe for “downgraded”

What’s working right now: experiences > discounts. People want something interesting.

Steal these ideas:

• “Summer Streaks” — customers who order twice in a month unlock a reward, and that makes sense regarding new loyalty programs (you folks should ask Loyoly teams, there’s something to seek for)

• Weekly rotating bundles (don’t overthink it — just package existing SKUs) - WideBundle looks being the perfect tool to optimize and test in that way

• Low-lift UGC contests around summer themes (picnics, skincare, road trips, etc.) — that one is tricky but should allow merchants to “activate” content all along summer, depending on customers’ vacation.

If you want summer sales without looking desperate, lead with surprise, not discounts.

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2. Four US Shopify stores you should steal from

Whether you’re running your own Shopify store or managing clients, it’s always good to see what the best are doing — especially in the US, where brands tend to test things fast (and loudly). Here are 5 Shopify sites doing smart, clean, or just straight-up brilliant things right now. Spoiler: it’s not all about design — most of the value is in small UX tricks, conversion hacks, and smart storytelling.

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Jones Road Beauty 💄

• The Quiz-to-Cart flow is chef’s kiss. It feels more like advice than a funnel.

• Great cross-device consistency — quiz, PDP, and checkout flow all feel like the same brand.

• Product pages include quick “how to use” videos right under the images — makes the product less intimidating, especially for first-timers.

Hack it: Add a sticky “Need help choosing?” CTA on mobile that links to your quiz or concierge.

Feastables 🍫

• These guys gamify everything. From loyalty points to golden tickets, it’s fun without feeling like a gimmick.

• Super clear bundles with instant value messaging: “Get this, save this, get free stuff.”

• Product pages = short, visual, and full of social proof — especially video reviews.

Hack it: Try a rotating “mystery bonus” with bundle purchases — simple to test and people love surprises.

Lomi 🍳

• Probably the best pre-order flow on Shopify right now. Clear wait times, transparent delivery dates, and a confident tone.

• Home page isn’t crowded — it tells one single story: “This machine will change how you deal with waste.”

• Checkout includes an upsell for extended warranty that actually converts. Why? Because it’s presented as smart, not pushy.

Hack it: If you’re offering pre-orders, show the estimated ship date above the ATC button — trust boost instantly.

Jambys 🩳

• Absolute masters of product storytelling. Every item has a name, a vibe, and a little plot.

• Cart flyout is interactive: it reacts when you add a product with a joke or gif. Feels alive.

• Returns are easy, but framed as part of the brand tone: “Not vibing? No stress.”

Hack it: Add fun microcopy in your cart and confirmation pages — it’s free real estate for brand voice.

None of these brands are winning just because their sites are “pretty.” They’re winning because they’re removing friction, building trust, and turning basic ecommerce flows into actual experiences.

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3. What The Smilist™ gets right about Online Shopping

As promised in one of my previous Linkedin posts, let’s focus on my consumer journey at one of most exciting brands of this first half of the year : The Smilist™.

I met Ivan & François at the Q4 Awards, an event we hosted back in January with the teams from EmailClub, WAX, Roads (and a few others!). Since then, I’ve been following the brand’s journey closely—it really reminds me of DIJO in terms of positioning. And honestly, I can't think of a better comparison 😎

One highlight was definitely their standout appearance on QVEMA—hard to miss, and well worth the attention.

More recently, I listened to their episode on Etienne’s excellent DtoC podcast. Mid-listen, I ended up checking out their site, which instantly gave me Bite Toothpaste vibes—that US masterclass we’ve already talked about here.

Long story short: I placed an order while listening to them talk, and honestly, it was one of those rare e-commerce experiences that just gets it. Every step felt intentional, from the first click to the moment I opened the box. Here’s a quick breakdown of what they’re doing right, and why it works.

1. Product pages that breathe
No clutter, no chaos. The visuals are clean and focused—high-quality shots on neutral backgrounds that make the products pop. They also include customer reviews right on the page, giving social proof without making you dig for it. Simple, but powerful: it builds trust fast.

2. Bundles that make sense
They don’t just try to upsell you random add-ons. Instead, they offer smart product bundles—complementary items that actually go together. It feels helpful, not pushy. And more often than not, it increases AOV (average order value) without feeling like a hard sell.

3. Post-purchase communication via WhatsApp
This is where it gets interesting. Instead of the usual “order confirmed” email that goes ignored, The Smilist™ sends you updates via WhatsApp. It’s direct, conversational, and personal. Plus, it meets you where you already are—on your phone. No need to dig through inbox spam folders.

4. Delivery tracking that works
You’re not left in the dark. The tracking link actually updates in real-time, and there’s no confusing carrier jargon. It’s straightforward, mobile-friendly, and removes the anxiety of “where’s my order?”

5. The unboxing + the start of retention
When the package arrives, it’s not just functional—it’s a bit of a moment. Inside, they’ve slipped in a discount code for your next order. It’s subtle, but smart: it nudges you to come back without screaming “please buy again.” It turns a transaction into the start of a relationship.

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The Smilist™ nails what so many brands miss: treating the purchase journey as a full experience, not just a funnel. Every touchpoint—product pages, communication, delivery, unboxing—is optimized to feel smooth, human, and just a bit delightful.

Take notes! 🔎

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Useful links:

👉 The Smilist™ website
👉 DtoC podcast, hosted by Etienne Garcia
👉 Bite Toothpaste website

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Musical interlude

For anyone. For Anytime. For anyplace.

I offer you this timeless ghetto house masterpiece, released in 2000 by Ade' Mango Henderson Mainor aka Mr.De’ through Electrofunk Records : Sex on the beach 2000 🥵

The perfect track for summer break.

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4. Google Trends: what people want (even if they’re not telling you)

Early June, I attended (and was on stage for) the Beauty Day, hosted by Digital Native Club and fully dedicated to Cosmetics & Beauty industry : that was a blast!

During the event, we had a masterclass by Lucile from Google about search trends.

If you want to know what your customers are thinking, don’t guess — just look at what they’re Googling. Right now, summer search trends are full of super practical needs. Less “aspirational lifestyle,” more “how do I stay cool without dying.”

Here’s what’s showing up lately, and how it can help shape your offers:

🔍 “travel skincare” / “spf for oily skin” / “light face cream”
→ If you sell beauty or wellness products: people want simple, portable stuff. Think travel kits, SPF bundles, quick routines.
What to try: “Your 3-step summer skin kit” or “Jet lag–proof skincare.”

🔍 “how to sleep when it’s hot” / “quiet fan” / “cooling pillow”
→ Home goods, take note. People are desperate for better sleep. Even if you don’t sell ACs, anything that helps create a cooler bedtime routine could work: sheets, pajamas, candles, tea.
What to try: a mini collection like “Sleep better this summer.”

🔍 “picnic ideas” / “cold lunch recipes” / “best iced coffee at home”
→ For food or beverage brands: people want no-cook, easy-to-transport options. If you can make a bundle that screams “picnic season,” go for it.
What to try: “No oven needed” campaign or “Grab-n-go snack pack.”

🔍 “gift ideas for dinner party” / “hostess gifts”
→ This one’s sneaky but rising. People are going to barbecues, garden parties, birthdays — and want to bring something nice but simple.
What to try: gift-ready bundles under €30 with cute packaging.

What to do with all this?

• Update your product names or collections around actual search terms

• Use them in ads, SEO, or even email subject lines

• Don’t sell the product — sell the use case

Searches are like little hints. If you follow them, you end up right where your customer already is.

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5. SMS is (quietly) making a comeback

Not so long ago, SMS was everyone’s favorite channel. Super high open rates, easy wins, crazy ROI. But then… people started overdoing it. Too many promo blasts, zero personalization, and voilà — customers got annoyed, or just stopped caring.

Now? SMS is back — but more chill, more thoughtful.
It’s not about sending 5 messages a week. It’s about being smart and helpful.

What we’re seeing that works this summer:

• Brands using weather-based triggers — if it’s 35°C in Paris or Madrid, send a “cool down” offer with iced coffee or skincare.

• Reminder flows that feel human — “Hey, you might be running low on this, want us to restock it?”

• Mini polls or early access via SMS — “Help us pick the next flavor,” or “You’re on the list for early access 👀”

• One-line tips or content — not everything needs a CTA. Try sending a playlist, a summer tip, or a fun fact related to your product.

Also, brands are finally finding their voice on SMS — less corporate, more casual. It’s a text, not a press release.

If you’re using SMS this summer, keep in mind:

• Once a week is enough

• Always let people opt out easily

• Make it feel like a message from someone on your team, not from “the brand”

Keep it short, keep it kind. People will come back if you respect their space.

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Here we are! We did it, by closing this 15th episode and season 2 of An-Hacking.

I hope you guys enjoyed it and I wish you all a great summer.

See you in 2 months, take care! 🫶