Follow us on your favourite platform below:

Jason Anderson: [00:00:00] Hello, and welcome to the latest edition of the Andzen Approach. My name is Jason, the CRO at Andzen. We’re joined today by Paul Goldston from order editing. Hey guys, thanks for having me. Yeah, and Brenden, of course, Andzen’s founder.

Brenden Rawson: Thank you, Jason. Pauly. Good to see you, mate. Good to see you guys. New year, 2025 new season, season two and Zen approach here in sunny Queensland, Brisbane.

Um, with a local Brisbane lad, Pauly. Uh, we’ve known you for many generations. Many,

Paul Goldston: many, many, many, yeah.

Brenden Rawson: Um, most recently at Shopify, but before then, Reload, back in agency land.

Paul Goldston: That’s right, I think you guys were slinging sign up too back then, back in the day. Yeah, we’ve been multiple generations too. Yeah, absolutely.

Brenden Rawson: Uh, so yeah, we wanted to get you on, chat about what it is [00:01:00] you’re doing now.

Paul Goldston: Yeah, thanks very much, I’m so happy to be here. Uh, yeah, so obviously you mentioned I was at Shopify for seven years and, uh, I love, love working at Shopify. It’s one of the best companies in the world and, uh, I, I used to say at Shopify, you’d have to take this job from my cold, dead hands to get me to leave.

Um, but then I saw something pop up on the LinkedIn and I’m sure a lot of people listening to this podcast may have seen it on LinkedIn too. A young lad named Hamish Mackay. Yes. And, uh, you know, he, I’ve been watching his posts for a little bit. And, uh, one day he just reached out to me and he said, Hey, um, can I tell you a little bit about what we’re doing here?

And I don’t know, after that conversation, I couldn’t stop thinking about it. This app that he’s built, that’s created this new surface in commerce that exists between when an order is placed and when an order is fulfilled, that hasn’t really been touched too much. Um, [00:02:00] and I just had to get on board.

Jason Anderson: Yeah, I think like.

Brennan mentioned obviously we’ve known each other for a long time and whenever people ask me about you, my favorite story is that you love e commerce so much that you once texted me on Christmas day to say you’ve been listening to a podcast and had heard about this new app and what did I think about it, um, I think it was a direct mail app and you were like how could this tie in with email, it sounds like such a great idea.

So I’m not really surprised to hear that someone came to you with like, we’re trying to do something new in e commerce and you, your interest was immediately piqued.

Paul Goldston: Yeah, I mean, yeah, I’m guilty as charged. I can’t stop, won’t stop. Um, and to those who’ve been living

Brenden Rawson: under a rock, um, let’s, let’s hear all about it.

Order it and give us the elevator pitch. Give us the full pitch. Before you do, um, a bit of a tradition, having a beer, uh, this episode we’ve got some Volta Captain Sensibles.

Jason Anderson: Yep, a Sensibles. January,

Brenden Rawson: very sensible. Um, I’m on the [00:03:00] Celiac train now, so I’ve got a Kirin Pineapple, uh, quite refreshing. Yeah, yeah.

Um, so, what is editing? What’s this all about? Yeah.

Paul Goldston: Yeah, so. As I said, you know, having worked at Shopify, I get to see a lot of merchants and, uh, most of the time at Shopify, we tend to spend a lot of time on getting that purchase, right? Everything that happens before the purchase happens. Um, and, you know, I used to be a Merchant Success Manager at Shopify, so we were a little bit hidden to what happens in the operational part of the business after the purchase.

After the purchase is made, um, and the more you delve into that part of a business, you see, you know, these are entire careers made out of, um, yeah, operations, operations, logistics and warehouse management and customer service. And, um, sometimes we’re a little bit blind to that. And what we, what, what this app does is basically, uh, we see about somewhere around 1.

5 percent of all orders. [00:04:00] Turn out in what we call order adjustment type customer service tickets. So these are things like, Oh my gosh, I, I put the wrong address in or shop pay. Uh, how to had my ex girlfriend’s address in there and I don’t, I don’t want the going there or, um, maybe it’s something like, Oh, I forgot to put my discount code on, or I got the wrong size or the wrong color or these kinds of things.

And we’ve got some merchants where these types of tickets can make up Somewhere between 000 tickets a week. Um, so what Hamish and, and Kirill, the two co founders came up with was, Hey, like, it’s crazy that people are still doing these tickets manually. Shouldn’t we empower the customer to let them do it?

It’s that order themselves.

Jason Anderson: Yeah,

Paul Goldston: and time was really good because Shopify Shopify had released an order editing API

Jason Anderson: Yeah, which

Paul Goldston: the guys have been out to build on top of and and so now we’re seeing this massive take up in customers Just going you know what give me the power.

Jason Anderson: [00:05:00] Yeah,

Paul Goldston: and I will fix it Uh, rather than me having to email, wait, hopefully it hasn’t shipped already before it goes out.

And while that can be a good

Brenden Rawson: customer experience, you’re relying on someone to be around, um, the speedy turnaround. Normally if you notice a mistake like that, it’s immediate, right? You get that confirmation. You’re also

Jason Anderson: potentially Like, even if that customer emails the brand that orders with a 3PL now, and it’s been there for maybe an hour, um, the merchant might have very little to no ability to have any idea if it’s packed, if it’s in a, on a truck already getting shifts.

Exactly.

Paul Goldston: Honestly, that’s one of the first things people, the first objection we have is once it’s in the system, we can’t do anything about it. Um, we have solutions to all those type of, um, you know, it’s like, ah, okay, we, we’ve got you, but it’s, it’s so true. I think. Uh, when I saw this opportunity, I said, Hey, like, this is a, this is a blue ocean opportunity and we can really, really help change commerce [00:06:00] by changing how customers think about what happens when they make a mistake on an order.

Jason Anderson: Yeah, something you said to me earlier was having faith that your customers know what they’re doing, right? And as a merchant, if you can just empower them to do that, there is actual operational efficiency there, right? If you only have faith. One, uh, customer support person, they’re answering less tickets, they need to sleep, you can automate those tickets that happen overnight.

Paul Goldston: It was actually a big thing over Christmas where we were saying to customers who weren’t quite set up yet, we say, hey, like, when you’re carving that Christmas ham, do you want to be handling these tickets or would you prefer to be, you know, with your family? And, um, that’s where we get our dopamine hits from when we get the emails from customers saying, um, They’ve all disappeared.

Like all these tickets are gone now. Yeah. We’ve got all this time to be more strategic and proactive with our customers. Um, the one thing we say a lot internally is 30 minutes of grace is all it takes. We see 90 percent of edits happen in the first 30 minutes.

Brenden Rawson: Yeah. Wow. [00:07:00] I don’t know. I mean, I’m sure everybody feels like this, but quite often I’ll, you know, check out the transactions done and then immediately be like, oh, I should have got that like extra shirt.

Yeah. Yeah. I really should have. Probably the shipping would have been the same. Now it’s a whole nother order.

Paul Goldston: And people give up, right? And I probably

Brenden Rawson: won’t make that separate order, right?

Paul Goldston: Exactly. It’s one of those things where the current concept or conception of what you need to do or should I say perception of what you need to do is contact a human and then you have to channel switch and you have to go through this effort and maybe it’s going to be a bot or maybe it’s going to be something and um, and the mental load of that just becomes too much and people just give up.

So, yeah, I’m, it’s been one of those things where when you can be on the front line again and see, Literally daily. I think we get a five star review every 2. 5 days at the moment because people are just saying this is this is Making a genuine difference in our business. [00:08:00] Yeah. So yeah, it’s been in a great dopamine hit for me

Jason Anderson: and so Would you say like if you’re talking to a merchant about this from your point of view is the ability to?

Handle that ticket load. Is that 90 percent of the value of auditing, 75 percent of the value, 60%?

Paul Goldston: Yeah, it’s interesting the way people come to us. I mean, a lot of people come to us through Hamish’s presence on LinkedIn, because we build in public, we share all the what’s going on, the ups and the downs.

Jason Anderson: Right.

Paul Goldston: Um, but we often, it’s often customer service leaders coming to us, or operational people, and they’re coming to us saying, Hey. I would love to either let my current team be more proactive and do more strategic things rather than dealing with these same tickets over and over. But what happens is they come to us and we get rid of that problem, um, for them on those order adjustment tickets.

But then the [00:09:00] marketing team or the CFO gets a sniff of it and they find out that we also during that period allow upselling. So

Jason Anderson: like

Paul Goldston: you were talking about, now we’re talking about it. So when we can both save you money and make you money at the same time, it becomes one of those.

Jason Anderson: Yeah. Let’s do it. Nice.

And when we, like talking about auto editing, the upsell side of it, Do you have any sense of what is the impact there usually?

Paul Goldston: Yeah, so it’s interesting, like you were talking about before, Brennan, it’s fascinating how many people will still add a full price product to the cart during an editing session.

It’s, I think we see

Brenden Rawson: You’ve like, already crossed that mental barrier of making the purchase right. At this point, you may as well get a second. Credit card’s already out. It’s already At this point, the transaction’s already gone through. It’s done. Yeah, it’s like, it’s hot. The order’s gone through. The order’s

Paul Goldston: through.

Yeah, we don’t touch anything before, before checkout. So we don’t touch your theme or anything like that. It’s all post checkout. [00:10:00] Um, so about 0. 4 percent of all orders will add a full, like, uh, an item if you don’t do any discounting, any promotion, anything like that, about 0. 4 percent of all your orders.

Um, we do see though, as you would expect, and you guys would be super familiar with this, If you can add some kind of offer or discount somewhere between 10 and 20 percent off the top, uh, we see that jump to between 1 and 3 percent

Jason Anderson: of

Paul Goldston: all orders, adding increasing order value.

Jason Anderson: Yeah. Yeah. Yeah. It’s a massive impact.

I mean, if you said to someone even one and a half or 2 percent of your orders at a high average order value, that’s meaningful ROI on top of You’re meant to spend or whatever it might be for the cost of acquisition.

Paul Goldston: Yeah. And look, it’s important because as I said before, uh, once the problems go on, you’re not feeling the pain anymore of those tickets.

Uh, but you’re still paying a cost for the app. But once you are also making, we tend to [00:11:00] recommend, we would hope, hope that you’re making somewhere around three times the amount of our subscription costs each month. Hopefully more, but if you follow our kind of upsell strategies or hands ends upsell strategies Then we would expect you to make at least three times the amount and then you’ll never worry about the cost again And you’ll never have

Brenden Rawson: of course just a no brainer at that point and and I guess that’s probably where They’re either the merchant themselves or somebody Like Andzen could utilize Klaviyo, Klaviyo flows and timing to communicate those Either call to actions to update your address or some sort of upsell Opportunity within that time window right between when the orders placed when the transactions actually finalized.

Paul Goldston: Exactly. Yeah, there’s a again This is a new playground for all of us It’s this space that we can do some really interesting stuff in. And to be honest, um, I know there’s some other competitors out there, but when I talk to a merchant, I pretty much assume they’re on Klaviyo and nine times out of 10, they are.[00:12:00]

And that’s why we built some really deep connections with Klaviyo. Uh, we’ll send all of our events through. We’ll, we’ll let people be very, very creative with, uh, that time period. Uh, we’ve seen merchants who do live countdown timers on the editing deadline. We’ve seen them look at, uh, what events, what, what types of things were edited on the order.

Um, all sorts of interesting events that you guys are much better than us. Nice.

Brenden Rawson: As marketers, right, that this is another window of opportunity, um, where we can flex and, and see what we can do to increase the order value, um, average order.

Jason Anderson: Yeah, I think when we first were talking about this straight away, some of the thoughts that I was having was even, you know, if you’re a merchant with a lot of SKUs and a large like sale category, how can you stitch these experiences together where you can say to someone, Hey, you didn’t quite make it to free shipping on your order, but, um, if you grab something from the sale collection, um, you’ll get there.

Here are the top [00:13:00] products in your size from the sale collection. Exactly. You can do that with a Klaviyo product feed, a little bit of, um, dynamic display. Wouldn’t be that difficult. And yeah, you’re potentially clearing stock, not necessarily need to use a discount, but getting people up to a threshold, they feel like they’ve got a great deal.

Paul Goldston: Absolutely. And the thing is that there’s essentially three entry points to editing on the app. There’s Uh, for those of you who are familiar with Shopify, you make a purchase and you see a thank you page. The thank you page is not super dynamic, um, so you can’t do much on there. But we have a block on there, where you can, we’ll take you through to editing.

That’s a good, I don’t know the exact percentage, but that’s a good chunk.

Jason Anderson: The next

Paul Goldston: one is your order confirmation email, where we’ll just change that to, View your order button to say edit or view your order.

Jason Anderson: Yeah,

Paul Goldston: we’ll put a little sentence about saying hey, don’t make sure your address is okay I think nothing promotional Transactional stuff.

Jason Anderson: Yeah,

Paul Goldston: and then Clavio or email market, right?

Jason Anderson: Yeah,

Paul Goldston: this is our major source of traffic and this is where we see on our [00:14:00] analytics charts. Everything just goes Yeah, it goes bonkers once we set those up.

Jason Anderson: Yeah

Brenden Rawson: Speaking of Clavio time for a word from our sponsor

Alex: Klaviyo powers smarter digital relationships, making it easy for businesses to capture, store, analyze, and predictively use their own data to drive measurable high value outcomes.

Klaviyo’s modern and intuitive SaaS platform enables business users of any skill level to harness their first party data from more than 350 integrations to send the right message at the right time across email, SMS, and push notifications. Innovative businesses like Frank Green, Koala, Budgie Smuggler, Who Gives a Crap, and more than 146, 000 other paying users leverage Klaviyo to acquire, engage, and retain customers and grow on their own terms.

Andzen is a Global Master Elite Claveo agency partner and can help you with Claveo app integrations and setup to have you maximizing all of your [00:15:00] data to generate more revenue whilst building stronger connections with your customers. To learn more about Claveo and Andzen, go to Andzen. co. uk

Brenden Rawson: Welcome back.

Um, so in the break, Pauly, you were telling me that, uh, your official Klaviyo integration was submitted today. How exciting.

Paul Goldston: Yeah, great timing, actually. Um, yeah, so we, we’ve had basically an unofficial integration for a while, uh, and oftentimes we will just help merchants set up their flow like a simple type flow.

But we just took that to the next level, and we kind of made it official today. And we’ve kind of ticked a few boxes on Klaviyo’s end to make sure it’s all matching what they need to see too. Um, and that got, that got submitted today, so fingers crossed it’s all good. How

Brenden Rawson: good, um, and currently you can bring, or auto editing is sending all of the different event data over through the events API.

Um, so that’s all appearing in the Klaviyo account. And we can use those, or the merchant, or whatever, And then could use [00:16:00] those as triggers, right? For all of the, um, upsell emails, the transactional emails.

Paul Goldston: That’s right. Yeah. If you know your way around Klaviyo, because this is a higher level, uh, understanding you can do a basic email or SMS campaign without app and it will work fine.

But if you want to go to the next level and start doing countdown timers and some more interesting things, honestly, you probably need someone like Ansend to help or someone internally who really knows their way around.

Brenden Rawson: SMS is interesting. I think that’d be really useful.

Jason Anderson: Yeah, it’s definitely, this is a timely thing, right?

The

Brenden Rawson: last thing you want is that email being lost. You’ve got that window. That’s what

Paul Goldston: SMS

Brenden Rawson: is for. Yeah, we

Paul Goldston: wish more merchants would use it. We’ve got a couple that do and they’re very successful. Yeah.

Brenden Rawson: I

Paul Goldston: think people maybe are still scared of SMS. You guys would know more about this than me.

Jason Anderson: Yeah, yeah. I mean, it definitely is like the sentiment out there for most people is like, well, I’m willing to do it, but only if it really, really makes sense.

And like we’ll say to merchants, you know, Maybe use it if a coupon code is expiring great time to use it because what if someone don’t check their email until the end [00:17:00] of the day and then it’s expired they’re really limited time sale yeah or early access you know vip customers hey one hour early access to a new collection and i think merchants understand the value there of like almost like well that’s almost a customer service yeah benefit right no one’s going to be upset about getting that sms

Paul Goldston: yeah particularly i think if we can get to the point uh maybe we can work together on something like this where Uh, if we’re really sure that there’s a mistake in this address.

Yeah. And we just send a message like, we’re pretty sure there’s a mistake in this address. Yeah. You should probably come and fix it. Yeah. I think that’s something that a customer would be pretty happy to. Yeah, so I

Jason Anderson: think that’s, it’s a nice segue because a big part of the product is actually address validation, right?

Which is not, as a consumer, maybe because I have a simple address, I’ve never really, I don’t know. Yeah. Just never call wind of this being a massive problem for merchants, but only from you obviously from your perspective You had to build a whole product to help merchants with it.

Paul Goldston: Yeah, look, it’s one of those things where There’s two types, right?

There’s one. That’s the [00:18:00] mistype address But the other is you know, I’m Shopify God in the world love Shopify, but I think Shopify’s checkout is potentially getting too fast Where you’ve got Shop Pay, you’ve got PayPal, you’ve got Apple Pay, you’ve got Google Pay, and you’ve got Chrome Autofill.

Jason Anderson: And

Paul Goldston: people are rushing through their orders because it’s so fast.

And then they’re having their holy shit moment. I promise you, when I got this job, I had friends who I explained it to and they got it straight away. Friends who called me two weeks later and said, oh my god, it just happened to me. I

Jason Anderson: still

Paul Goldston: have people almost weekly saying, oh now I get it. Now I understand why you have that.

Because. I promise you, your listeners are probably thinking about the time it happened to them as well. Yeah, and if you

Brenden Rawson: live, I mean, you mentioned it before, but if you live in an apartment complex or something complicated, maybe the like auto fill database is just slightly incorrect. Yeah. And you have to manually correct it all the time and you just miss it that one time.

Paul Goldston: It’s crazy how much it happens [00:19:00] and This is one of those things where we don’t necessarily want to slow things down, but we want to give customers a chance to, to make, make the fix.

Jason Anderson: Yeah, totally, totally. So, that’s an actual part of the, like you guys are reading the address and if you can’t match it directly, Then there’s an event there that, you know, whether that’s, is it coming out of auto editing as an email by default, but you can send from Klaviyo to say, hey, address doesn’t look quite right.

Do you want to quickly check this?

Paul Goldston: Yeah, exactly. So we, in, we use all the major databases and so we use Auspost in Australia, we use USPS in US, we’ve got UK Royal Mail, everything kind of being used. Um, and yeah, we’re just kind of matching against those and making sure that the address makes sense. We’ve got different.

Levels of like hey, like we think this might be wrong.

Jason Anderson: Yeah,

Paul Goldston: this is definitely wrong. Yeah, this postcode does not match. You need to fix it. Yeah. Um, so we’ve got different layers of that cool And yeah, we just we so people can they’ll get a an alert depending on the severity Yeah, [00:20:00] as soon as they get to the thank you page, right and then they can fix it straight away Yeah, or we can do it through email or SMS.

Jason Anderson: Yeah, nice Um, so Yeah, I actually, even as we were just talking about then, I was thinking, this doesn’t, hasn’t happened with me at Shopify at all, but when you were talking about the speed of the checkout, the amount of times I’ve ordered Uber Eats to the wrong address, because like, You know, last week, I was at a friend’s and we got food or, um, the other day, I literally got an Uber back from work, and it wasn’t until we missed a turn, I checked the app, and I was driving to my in law’s house instead of home.

100%.

Paul Goldston: I mean, it’s happened to me too, and like, all my friends are like, why can’t you get ordered? And we had to go and wait at our house for the pizza to come to go back. Yeah, yeah, yeah. Um, so yeah, totally.

Brenden Rawson: So, um, We’re in Brisbane, Australia, APAC, um, Andzen is doing a lot in the U. S. these days, like at least 50 percent of our business is coming out of the U.

S. Um, Order Editing’s a global team, um, where [00:21:00] are your customers, where are you seeing transaction, um, traction?

Paul Goldston: It’s funny, I mentioned Hamish before, so the customers are where Hamish goes, basically. Um, he did a tour of the U. S. for three months, and then he did Europe and, um, the U. K. for three months, and we just saw our percentage of merchants.

Yeah, every literal town he goes to, he stops at a train

Jason Anderson: station for an hour, you got a couple more people in that city. I will say this,

Paul Goldston: the guy is a savant. He’s like a sales and marketing savant and um, we’re really lucky to have the whole madman and math man situation of Kirill is a, is a developing wiz and he’s built the whole app by himself.

So yeah, but we do, I think it’s about 25 percent Australia, I think it’s about, you know, 30 something percent U. S. and around the same, maybe a little bit more in the U. K. at the moment. So yeah, there’s no reason

Jason Anderson: why if you’re a global merchant anywhere in the world, you wouldn’t be considering looking for this.

Yeah, totally. We’ve just actually

Paul Goldston: just shipped all our translation stuff this week as well. So, um, so your customers in [00:22:00] pretty much, I think we’ve got about 12 languages at the moment, um, that shoppers can shop in. Amazing. Yeah, yeah, really going global fast,

Brenden Rawson: yeah. Uh, so, I think Jason was going to ask this, but I’m just going to jump in.

Um, you’re at Shopify for a long time. Um, what’s happening on the horizon? Jason and I are doing some travelling soon. We’re going to spend some time in the US. I hear, um, there is a Shopify event in Toronto coming up. I think there is.

Jason Anderson: Yeah. Yeah. If we can a little reward for the listeners that are making it to the end of the episode here, what’s a little bit of the inside word that we can share with the team or even just tips, tricks, things that you learn.

Um, yeah,

Paul Goldston: contracts. I have to be careful cause my wife still works. So look, I will say this, uh, and I, I’ve been pretty consistent with this. It’s, I don’t think it’s inside word, but I think it’s something people need to hear [00:23:00] What you see on the outside in terms of merchant obsession pales in comparison to what it’s actually like.

Jason Anderson: Yeah. Yeah,

Paul Goldston: like you have 10, 000 A players who genuinely give a shit about the purpose of the company.

Jason Anderson: Yeah,

Paul Goldston: and I always say this to customers who are thinking about, you know, looking at platforms and features. I just say don’t bet on the features. Bet on the culture. Yeah, bet on this Obsession and drive to make your business successful.

Cause even if the feature is not there today, it’s going to be there and it’s going to be better than what exists on the market at some point. It’s kind of like the iPhone, right? Like I’m a big iPhone guy, but, um, They come in a little bit

Brenden Rawson: later, but like dominate the segment. They think about it and it’s,

Paul Goldston: it’s considered and it’s not tacked on.

Yeah. Uh, I think that’s my. I think it’s one thing maybe shoppers not great at getting better, but sometimes they, they can be a little bit Canadian and a little bit like,

Jason Anderson: yeah,

Paul Goldston: they don’t beat their chest [00:24:00] enough.

Jason Anderson: Yeah.

Paul Goldston: But the truth is, it is a, it is a magical company to work for. And it’s a magical product.

And I think magic is probably the word. I do think that they are, we were speaking a little bit earlier about imperative and declarative interfaces, this idea of, uh, If you build, uh, people can’t see it, but Brennan’s got an amazing kind of sound deck here, right?

Brenden Rawson: We’ll get it in this show. Lots of knobs and

Paul Goldston: tweaks and stuff, right?

Like, so now if you use natural language, a declarative interface to tell that what to do, the knobs and features exist to do it.

Jason Anderson: Yeah.

Paul Goldston: Right? So Shopify spent all this time building all the knobs and all the features and all the buttons to do comments.

Jason Anderson: Yeah.

Paul Goldston: So I think now they have this amazing imperative layout.

Jason Anderson: You’re going

Paul Goldston: to see a really, really strong declarative layer using natural language over the top.

Jason Anderson: Yeah.

Paul Goldston: Or you’re just telling it what to do.

Brenden Rawson: I mean, they’ve [00:25:00] been going this way for a long time, but it’s like an infrastructure layer, right? Like with the checkout API like there’s products like order editing that have been built on top of that now that the infrastructure has been laid.

Paul Goldston: Right, right, exactly. I mean, when I worked at Shopify, the question I got the most was, It’s crazy that Shopify can’t do this. Or it’s crazy that Shopify doesn’t have this. And my response was always, just wait, right? They build for the long term. They’re not going to need you to build something for you until it’s the right time and the right product to do it with.

Brenden Rawson: So, um, I guess talking about questioning a platform or objections, um, bringing it back to auto editing, um, are there any objections that a customer or a merchant might have? Um,

Paul Goldston: Yeah, definitely. There’s, I, there’s probably people listening to this going, that sounds great, but we can’t do it without that stack.

Jason Anderson: And

Paul Goldston: there’s three, three key things. The first one is [00:26:00] always, our order goes straight to our warehouse. Once it’s, once it’s in our warehouse, we can’t change it.

Jason Anderson: Yeah.

Paul Goldston: Right. And like, so we couldn’t use that. The truth is that 90 percent of warehouses, 3PLs, ERPs, Have the ability to pull, pull an order or download an order once it’s marked as paid.

Um, and that’s our, that’s our most common route to getting around it because in Shopify, you can turn on what’s called manual payment capture, where the, the payment gets authorized, but doesn’t get marked and paid and you can use Shopify flow to put a delay between those two things from happening. And then flow can capture the payment 30 minutes later.

So during those 30 minutes, you can do whatever you want to the order and it’s, and your 3PL or your warehouse, they’re blind. They don’t even know the order exists. And then it turns to paid and it pulls it through as if that’s how it was created. So we get around 90 percent of that injection with that.

We also work, have deep integration with ship [00:27:00] hero, ship station, ship it, all the ships.

and those work seamless they read live edits and it’s beautiful. The second thing that we see is, uh, we’re really worried about inventory overselling during that time period. So, you know, cause when they’re editing that inventory is being reserved while they’re adding it. Uh, so we have, uh, inventory protection in place where we’re able to, You can say, you know, you can’t add an upsell order unless there’s X inventory available or this person can’t, we’re going to disallow editing if they’ve got a line item in the order that has less than X.

Imagery and that works beautifully as

Jason Anderson: well. Yeah, great.

Paul Goldston: Um, and the third one is same day shipping. We can’t do this because we, we promise that we’ll dispatch that day if you order by 2pm.

Jason Anderson: Yeah. Something

Paul Goldston: like that. And, um, that’s actually a pretty simple fix. We just, with our editing deadline, we, we let them place what their, [00:28:00] um, SLI is into our app.

And then just say they’ve got a 30 minute editing deadline and it’s 1. 40.

Jason Anderson: Yeah.

Paul Goldston: It’s going to be 20 minutes. This 150 is going to be 10 minutes, and then it’s going to get down to one minute, and then I’ll get a full wrap. Yeah, so he’s smart enough to know that. Exactly, yeah. And if they’ve got multiple SLAs, which gets a little trickier, we just use Shopify Flow to disable or enable editing during certain times.

So it’s, it’s all very, very solvable, and we do it almost daily.

Jason Anderson: Yeah, wow, great.

Paul Goldston: So it’s a no brainer,

Jason Anderson: basically.

Paul Goldston: Look, look, I will say this, like, even if you don’t use our app, I still believe in 30 minutes grace is all it takes. So if you want to use set up Shopify flow to authorize a payment, wait 30 minutes and then market is paid.

So your customer service people can make edits and do things before it goes to the warehouse. You can do that. And the extra bonuses, we’ve got some merchants who are saving tens of thousands of dollars a year just because, uh, they are allowing people to cancel [00:29:00] orders. So Before it gets marked as paid, and therefore they’re not paying the transaction fees.

Yes. So, uh, you can, you can actually be really, make some really good operational savings just by setting up this floor yourself.

Jason Anderson: Yeah, transaction fees is such an interesting one, rather, you wouldn’t even think about the impact of something like a transaction fee in this space. But, uh, yeah, depending on the card, depending on the currency, the region, and then the volume of orders that you’re doing, you could be talking about tens of thousands of dollars a

Paul Goldston: year.

Yeah. Literally, so save 10, 000, tens of thousands of dollars, get your, save your customer service people from pulling their hair out doing the same tickets every day, and you know, make a bunch of money at the same time with the upsells. Um, that’s why, I mean, that’s what got me to leave Shopify, honestly, it was such a cool proposition.

Brenden Rawson: How good. All right, I want to wrap this up with a little AI experience or anecdote. Um,

Jason Anderson: this is as long as we’ve gotten into an episode without mentioning it. Yeah, [00:30:00]

Brenden Rawson: particularly, uh, can’t miss the opportunity to chat to you about AI. I think you’re, um, it’s not the first time I heard it, but you’re definitely the person who sort of introduced me to chat GBT, um, a few years ago.

Yeah, man. A fantastic cocktail

Jason Anderson: recipe. . Yeah. The trajectory of that afternoon changed .

Brenden Rawson: Oh yeah. Yeah. So, um, what’s cool, what’s interesting? What’s the, what’s the one experience, um, that has reset the horizon?

Paul Goldston: Oh my gosh. Look, I’m, we are living, trying to surf an exponential curve at the moment. It is unreal.

Everyone knows this right? AI is the topic of every Christmas dinner and lunch these days. But I, the thing we were having a chat about was this idea of ChatGPD Operator, which has just come out. Um, you know, it’ll probably be old news by the time this comes out, but, um, But we might be [00:31:00] talking about the Chinese one, that Operator is DeepSea.

But the thing, the thing that’s really got my mind swimming and what we had a really nice chat about was, This idea of customers now having their own agents doing things for them. And, and what does that mean for us as technologists? Are we now going to have to market to the customer’s operator? And are the customer service people also going to be operators?

So are we going to have operators talking to operators?

Jason Anderson: Yeah, yeah. And

Paul Goldston: then just giving outcomes to humans. I think we’ve only scratched the surface of what, what that’s going to look like. So I’m excited for it.

Jason Anderson: Yeah. It’s an interesting concept, right? When you think about the cost of something like Chad, should be T for average consumer, not for a business.

But if suddenly that assistant living on your phone was for all intents and purposes, a functional, actual assistant that knows your schedule, knows your routine, your [00:32:00] address, everything you like, everything about you, And, um, you know, suddenly 20, 30 a month to be able to whip your phone out and be like, because in the morning you remembered you haven’t got anything for dinner, hey I need to go to the grocery store this afternoon and make a click and collect order for me to make a steak and veggies for dinner, keep it within this calorie count, within this price, um, and you know, the store that I stop at on the way home.

Paul Goldston: Right, and then, and then how does Woolworths or Coles get that agent to ask the customer, Hey, like we got specials on these Cornettas. Do you want that? I think that’s going to be our, our job is like, how do we, um, you know, like we, we, we all make our living by helping squeeze performance out of marketing.

So how do we get it to a point where we’re giving customers those same options that they would have gotten if they were doing it manually?

Brenden Rawson: Yeah. Nice one. All right. Well. I think we’ll leave it there. Uh, so good to see you, Pauly. [00:33:00] And if you want to subscribe, download the episode, Andzen. podcast. Um, 2025, we’re ripping the gate off.

You can register if you like, that’d be great. But you’ll be able to find all of the episodes, all the past episodes, all the future episodes. Um, and if we’ve got any promos coming up, we’ll list it there. Um, and I’ll see what I can do about getting a 30 minutes grace is all it takes. Bumper sticker for you.

Cheers

mate.

Follow us on your favourite platform below: