Ayo Isinkaye

Founder and Head of Marketing, Why Matters

Ayo Isinkaye is the founder of Why Matters and its Head of Marketing. He has over 20 years of experience in ecommerce, digital marketing and commercial growth, and has helped hundreds of Shopify brands build, launch and scale their online stores.

Why Matters is a Shopify agency based in Brighton. It has been a Shopify Partner since 2018 and is now a Shopify Select partner, with Verified Skills across development and marketing. It is also a Klaviyo, Recharge, Awin, Meta and TikTok partner, and its clients include HOLOS, Dotty Dungarees, Halo Coffee, Gunna and Mama Bamboo.

Alongside running the agency, Ayo works on Klaviyo email marketing for Shopify brands, including audits, flow optimisation, deliverability, segmentation and campaign planning. On the Why Matters blog he writes about Shopify, SEO, PPC, email marketing and subscriptions.

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Articles by Ayo

• User Generated Content for Shopify Brands: How to Get and Use UGC
• Social Commerce in the UK: What It Is and How Shopify Stores Sell Through It
• Facebook Ads Cost UK: What You Will Pay and How to Budget
• Instagram Reels Dimensions, Safe Zones and the Best Time to Post for Product Brands
• Marketing Attribution for Ecommerce: Models, Tools and What to Trust
• Google Display Ads for Ecommerce: When Display Advertising Pays and When It Does Not
• How to Read Auction Insights in Google Ads: Every Metric Explained
• Meta Pixel and Conversions API on Shopify: Setup and Checks
• Google Ads Transparency Center: How to See Competitors' Ads
• Triple Whale Review: Pricing, Features and Alternatives for Shopify
• Facebook Shop for Shopify: Setup, Requirements and What Changed
• Omnisend Review for Shopify: Pricing, Features and Klaviyo Compared
• Customer Acquisition for Ecommerce: Costs, Channels and a Plan
• Shopify Plus vs Shopify Advanced: The Revenue Where Plus Pays for Itself
• Pinterest Ads for Ecommerce: A UK Guide for Shopify Brands
• Shopify Calculators: Email Revenue and Plus vs Advanced
• Generative Engine Optimisation for Ecommerce: A Practical GEO Guide
• Google Consent Mode v2 on Shopify: A Plain English Setup Guide
• Shopify vs Every Platform: All Our Comparisons in One Place
• Ecommerce Marketing Strategy: A Complete Plan for Shopify Stores
• TikTok Creative Center: How to Use It for Better Ecommerce Ads
• What Is Klaviyo? A Plain English Guide for Shopify Stores
• Shopify App Costs Index: What 36 Popular Apps Charge a Month
• Microsoft Ads for Shopify: Is Bing Advertising Worth It?
• Instagram Shop for Shopify: How to Set It Up and Sell More
• Singles Day: What It Is and How UK Shopify Brands Can Use It
• Awin for Shopify Brands: Costs, Setup and Commission Rates
• Brand Storytelling for Ecommerce: How to Tell a Story That Sells
• WhatsApp Marketing for Shopify Stores: Costs, Rules and Flows
• Live Shopping in the UK: Where It Works and How Shopify Brands Can Start
• First Party and Zero Party Data for Shopify Brands: What to Collect and How to Use It
• The UK Ecommerce Calendar: Every Sales Date and Marketing Deadline
• Awin Commission Rates by Category: What UK Retailers Really Pay
• Customer Journey Map Template for Ecommerce Stores
• ROAS Calculator: Find Your Break Even and Target ROAS
• LTV Calculator: Customer Lifetime Value Formula and Example
• How to Contact Shopify Support, and When to Call a Partner
• SMS Marketing for Shopify Stores: Rules, Tools and Examples
• Top 10 TikTok Agencies in the UK: A Curated Guide
• Shopify POS in the UK: Hardware, Fees and Who It Suits
• Shopify Pricing UK: Every Plan, Fee and Extra Cost Explained
• Shopify Alternatives: The Best Ecommerce Platforms for UK Businesses
• Top 10 Web Development Agencies in the UK: A Curated Guide
• The Best Product Review Apps for Shopify
• Top 10 Ecommerce SEO Agencies in the UK: A Curated Guide
• How to Sell on TikTok Shop UK: A Guide for Shopify Brands
• Google Merchant Centre for Shopify: Setup, Disapprovals and Fixes
• What Is Vibe Coding? A Guide for Shopify Store Owners
• Shopify Collabs: How to Run Creator and Affiliate Partnerships
• Shopify B2B: How Wholesale Selling Works on Shopify
• Email Marketing Campaigns for Shopify: Types, Examples and Timing
• Klaviyo Pricing UK: What You Will Pay as Your List Grows
• Customer Lifetime Value for Shopify Stores: How to Calculate and Grow It
• Mailchimp Alternatives for Shopify Stores
• Top 10 Facebook Ads Agencies in the UK: A Curated Guide
• Product Photography for Ecommerce: A Practical Guide for Shopify Stores
• Top 10 Google Ads Agencies in the UK: A Curated Guide
• The Best Buy Now Pay Later Apps for Shopify in the UK
• What Is Shopify and How Does It Work? A Plain English UK Guide
• Shopify Payments UK: Fees, Payouts and How It Works
• Google Ads for Subscription Brands: Bid on Lifetime Value
• PPC Agency, Freelancer or In House: Which Suits Your Store?
• How Much Does a PPC Agency Cost in the UK?
• Google Shopping for Shopify: Setup and Feed Optimisation
• Google Ads Audit Checklist for Ecommerce Stores
• Performance Max for Ecommerce: Structure It Around Margins
• What Is a Good ROAS for Ecommerce? Find Your Break Even
• Headless Shopify Explained: Is It Right for Your Store?
• European Accessibility Act: What Shopify Stores Need to Know
• Mobile Commerce Statistics for UK Merchants
• Shopify Technical SEO Audit: A Step by Step Guide
• Coffee and Tea Ecommerce: A Complete Guide for Brands
• Pet Food Ecommerce: A Complete Guide for Brands
• The 20 Best Shopify Apps for Every Job Your Store Needs
• How to Brief a Shopify Designer: What to Prepare First
• UK Beauty Industry Statistics and What They Mean
• Baby and Parenting Ecommerce: A Complete Guide for Brands
• Snacks and Drinks Ecommerce: A Complete Guide
• Household and Cleaning Ecommerce: A Complete Guide
• TikTok Shop Statistics: What UK Merchants Should Know
• Best Shopify Inventory Management Apps by Problem
• Amazon vs Shopify: Should You Sell on Amazon, Shopify or Both?
• Shopify Agency Pricing in the UK: What 79 Agencies Publish
• How to Benchmark Your Shopify Email Revenue
• UK Pet Food Industry Statistics and What They Mean
• 20 of the Best Shopify Stores in the UK for Inspiration
• How to Prepare Your Shopify Store for Black Friday
• UK Soft Drinks and Snacking Statistics and What They Mean
• eBay vs Shopify: Should You Sell on eBay, Shopify or Both?
• UK Sustainable Shopping Statistics and What They Mean
• Ecommerce Returns Statistics: What the UK Data Shows
• Black Friday Statistics for UK Ecommerce Brands
• UK Coffee Industry Statistics and What They Mean
• UK Supplement Industry Statistics and What They Mean
• Ecommerce Marketing Calendar: Key UK and US Dates for Brands
• Abandoned Cart Statistics and What They Mean for Shopify Stores
• Shopify App Statistics and What They Mean for Merchants
• Shopify Statistics UK: Store Numbers, Market Share and Growth
• Agentic Commerce for Shopify Stores: A Practical UK Guide
• AI Shopping Statistics: What the Data Shows for Retailers
• Beauty and Personal Care Ecommerce: A Complete Guide
• Health and Fitness Ecommerce: A Complete Guide for Brands
• Best Shopify Payment Gateways for UK Stores
• Etsy vs Shopify: Should You Sell on Etsy, Shopify or Both?
• Not On The High Street vs Shopify: Should You Sell on Both?
• Eco Ecommerce: A Complete Guide for Sustainable Brands
• UK Cleaning Products Industry Statistics and What They Mean
• UK Baby Products Industry Statistics and What They Mean
• Shopify Product Page Design: What Actually Converts
• How to Choose the Right Shopify Theme for Your Business
• Top 10 Shopify Agencies in the UK
• Mobile First Shopify Design: Why It Matters More Than Desktop
• How Much Does It Cost to Build a Shopify Store? A Transparent Guide
• How to Migrate from WooCommerce to Shopify: A Step by Step Guide
• How to Migrate from Magento to Shopify: A Step by Step Guide
• The Complete Shopify Migration Checklist: Before, During and After
• How Much Does a Shopify Migration Cost? A Transparent Pricing Guide
• Klaviyo Flows Every Shopify Subscription Brand Should Build
• Shopify Subscription Metrics Every Merchant Should Track
• Recharge vs Shopify Subscriptions: Which Is Right for Your Store?
• Shopify Subscription Mistakes and How to Avoid Them
• The Best Shopify Subscription Apps: A Complete Comparison Guide
• How to Get More Email Subscribers on Your Shopify Store
• How to Optimise Your Shopify Email Marketing
• Your First 90 Days: A Marketing Plan for New Shopify Stores
• How to Write Shopify Blogs That Rank on Google and Get Cited by AI
• How to Stop Your Shopify Emails Landing in Spam
• How to Optimise Your Shopify Store for SEO
• How to Add Subscriptions to Shopify: A Complete Guide for Store Owners
• How to Get Shopify Repeat Customers: A Practical Implementation Guide
• Why Your Shopify Conversion Rate Matters and How to Measure It
• Why Your Shopify Store Design Matters and How to Improve It
• How to Get More Traffic to Your Shopify Store: A Practical Guide
• How to Choose the Best Shopify Development Company for Your Business
• Shopify Partners: The Program and Why Hire a Partner Agency
• Shopify Speed Score: Why It Was Replaced and What to Measure Instead
• Top 10 Marketing Agencies in the UK: A Curated Guide
• Top 10 Ecommerce Agencies in the UK: A Curated Guide
• Top 10 Social Media Agencies in the UK: A Curated Guide
• Top 10 PPC Marketing Agencies in the UK: A Curated Guide
• Top 10 Magento Agencies in the UK: A Curated Guide
• Top 10 WordPress Agencies in the UK: A Curated Guide
• Shopify Markets: How to Sell Internationally from Your Shopify Store
• Shopify Online Store 2.0: What It Means for Your Store
• Ecommerce Startup Challenges and How to Overcome Them
• BigCommerce vs Shopify: Which Ecommerce Platform Is Better?
• Wix vs Shopify: Which Platform Is Best for Your Online Store?
• Magento vs Shopify: Which Ecommerce Platform Is Right for You?
• Squarespace vs Shopify: Which Platform Is Right for You?
• WooCommerce vs Shopify: An Honest Comparison
• How to Increase Shopify Conversions: 10 Proven Strategies
• How to Build a Sustainable Shopify Store
• How to Set Up a Shopify Store: A Step by Step Agency Guide