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
- Awin for Shopify Brands: Costs, Setup and Commission Rates
- TikTok Creative Center: How to Use It for Better Ecommerce Ads
- Omnisend Review for Shopify: Pricing, Features and Klaviyo Compared
- Customer Acquisition for Ecommerce: Costs, Channels and a Plan
- Generative Engine Optimisation for Ecommerce: A Practical GEO Guide
- Microsoft Ads for Shopify: Is Bing Advertising Worth It?
- Triple Whale Review: Pricing, Features and Alternatives for Shopify
- ROAS Calculator: Find Your Break Even and Target ROAS
- LTV Calculator: Customer Lifetime Value Formula and Example
- User Generated Content for Shopify Brands: How to Get and Use UGC
- The Best Buy Now Pay Later Apps for Shopify in the UK
- The Best Product Review Apps for Shopify
- Shopify Pricing UK: Every Plan, Fee and Extra Cost Explained
- What Is Vibe Coding? A Guide for Shopify Store Owners
- Shopify Alternatives: The Best Ecommerce Platforms for UK Businesses
- Shopify Payments UK: Fees, Payouts and How It Works
- Mailchimp Alternatives for Shopify Stores
- Shopify B2B: How Wholesale Selling Works on Shopify
- Top 10 Facebook Ads Agencies in the UK: A Curated Guide
- Top 10 TikTok Agencies in the UK: A Curated Guide
- Email Marketing Campaigns for Shopify: Types, Examples and Timing
- Top 10 Web Development Agencies in the UK: A Curated Guide
- Customer Lifetime Value for Shopify Stores: How to Calculate and Grow It
- Top 10 Google Ads Agencies in the UK: A Curated Guide
- Product Photography for Ecommerce: A Practical Guide for Shopify Stores
- Shopify Collabs: How to Run Creator and Affiliate Partnerships
- Klaviyo Pricing UK: What You Will Pay as Your List Grows
- Google Merchant Centre for Shopify: Setup, Disapprovals and Fixes
- What Is Shopify and How Does It Work? A Plain English UK Guide
- Top 10 Ecommerce SEO Agencies in the UK: A Curated Guide
- Shopify POS in the UK: Hardware, Fees and Who It Suits
- How to Sell on TikTok Shop UK: A Guide for Shopify Brands
- How to Contact Shopify Support, and When to Call a Partner
- SMS Marketing for Shopify Stores: Rules, Tools and Examples
- PPC Agency, Freelancer or In House: Which Suits Your Store?
- Google Shopping for Shopify: Setup and Feed Optimisation
- How Much Does a PPC Agency Cost in the UK?
- Google Ads Audit Checklist for Ecommerce Stores
- Google Ads for Subscription Brands: Bid on Lifetime Value
- Performance Max for Ecommerce: Structure It Around Margins
- What Is a Good ROAS for Ecommerce? Find Your Break Even
- Ecommerce Marketing Calendar: Key UK and US Dates for Brands
- UK Sustainable Shopping Statistics and What They Mean
- eBay vs Shopify: Should You Sell on eBay, Shopify or Both?
- Black Friday Statistics for UK Ecommerce Brands
- How to Benchmark Your Shopify Email Revenue
- 20 of the Best Shopify Stores in the UK for Inspiration
- UK Pet Food Industry Statistics and What They Mean
- Ecommerce Returns Statistics: What the UK Data Shows
- AI Shopping Statistics: What the Data Shows for Retailers
- How to Brief a Shopify Designer: What to Prepare First
- UK Cleaning Products Industry Statistics and What They Mean
- UK Baby Products Industry Statistics and What They Mean
- Eco Ecommerce: A Complete Guide for Sustainable Brands
- Household and Cleaning Ecommerce: A Complete Guide
- Coffee and Tea Ecommerce: A Complete Guide for Brands
- Pet Food Ecommerce: A Complete Guide for Brands
- Not On The High Street vs Shopify: Should You Sell on Both?
- UK Soft Drinks and Snacking Statistics and What They Mean
- European Accessibility Act: What Shopify Stores Need to Know
- Etsy vs Shopify: Should You Sell on Etsy, Shopify or Both?
- UK Supplement Industry Statistics and What They Mean
- The 20 Best Shopify Apps for Every Job Your Store Needs
- Best Shopify Payment Gateways for UK Stores
- Mobile Commerce Statistics for UK Merchants
- UK Beauty Industry Statistics and What They Mean
- What UK Shopify Agencies Publish About Their Pricing
- TikTok Shop Statistics: What UK Merchants Should Know
- Baby and Parenting Ecommerce: A Complete Guide for Brands
- Amazon vs Shopify: Should You Sell on Amazon, Shopify or Both?
- Best Shopify Inventory Management Apps by Problem
- UK Coffee Industry Statistics and What They Mean
- How to Prepare Your Shopify Store for Black Friday
- Headless Shopify Explained: Is It Right for Your Store?
- Beauty and Personal Care Ecommerce: A Complete Guide
- Agentic Commerce for Shopify Stores: A Practical UK Guide
- Health and Fitness Ecommerce: A Complete Guide for Brands
- Shopify App Statistics and What They Mean for Merchants
- Abandoned Cart Statistics and What They Mean for Shopify Stores
- Snacks and Drinks Ecommerce: A Complete Guide
- Shopify Technical SEO Audit: A Step by Step Guide
- Shopify Statistics UK: Store Numbers, Market Share and Growth
- Shopify Product Page Design: What Actually Converts
- Top 10 Shopify Agencies in the UK
- How to Choose the Right Shopify Theme for Your Business
- Mobile First Shopify Design: Why It Matters More Than Desktop
- How to Migrate from WooCommerce to Shopify: A Step by Step Guide
- How to Migrate from Magento to Shopify: A Step by Step Guide
- How Much Does It Cost to Build a Shopify Store? A Transparent 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?
- The Best Shopify Subscription Apps: A Complete Comparison Guide
- Shopify Subscription Mistakes and How to Avoid Them
- How to Add Subscriptions to Shopify: A Complete Guide for Store Owners
- How to Stop Your Shopify Emails Landing in Spam
- 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 Get More Email Subscribers on Your Shopify Store
- How to Optimise Your Shopify Store for SEO
- 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
