Mastering Shopify: Your Guide to a Successful Online Store
Posted August 25, 2023 • Written By Oky Sabeni
Welcome to "Mastering Shopify: Your Ultimate Guide to Building, Managing, and Scaling a Successful Online Store". In today's digital age, having a strong online presence is essential for businesses to thrive. Shopify, a leading e-commerce platform, offers entrepreneurs and business owners a comprehensive solution to create and manage their online stores.
In this ultimate guide, we will take you on a journey through the world of Shopify, exploring its features, functionalities, and the advantages it offers to online retailers. Whether you're just starting out or looking to scale your existing online store, this guide will provide you with the knowledge and tools you need to succeed.
In the first section, we will dive into the basics of Shopify. We will explain what Shopify is and delve into its history and background, giving you a better understanding of its evolution and success in the e-commerce industry. We will also discuss the various benefits and advantages of using Shopify for your online store, highlighting why it has become a popular choice among entrepreneurs.
Moving on, we will guide you through the process of getting started with Shopify. You will learn how to set up your Shopify account, choose the right plan for your business needs, and select a domain name that reflects your brand. We will also walk you through the process of setting up payment gateways and customizing the appearance of your store to create a unique and professional storefront. Additionally, we will provide you with insights on adding products to your Shopify store, including tips on optimizing product descriptions and images.
Next, we will explore how to effectively manage your Shopify store. We will familiarize you with the Shopify dashboard and its key features, allowing you to navigate through the platform with ease. We will also delve into order and inventory management, providing you with strategies to fulfill orders, track shipments, and manage inventory levels efficiently. Furthermore, we will guide you on how to effectively manage customer data and implement customer engagement strategies to drive customer loyalty and satisfaction. Additionally, we will introduce you to the vast array of Shopify apps and extensions available in the Shopify App Store, helping you discover the best tools to enhance your store's functionality and performance.
In the following section, we will dive into Shopify marketing and sales strategies. We will explore the world of search engine optimization (SEO) and guide you on how to optimize your product pages and descriptions to improve your store's visibility in search engine results. We will also delve into social media marketing, providing you with strategies to build a strong social media presence for your store and leverage various channels for promotion. Furthermore, we will explore the power of email marketing and automation, giving you insights on how to build an email subscriber list and set up automated email campaigns to drive sales and customer engagement. Finally, we will discuss Shopify's sales channels and integrations, enabling you to expand your reach by selling on external platforms and integrating Shopify with other tools and systems.
As we move forward, we will uncover Shopify's advanced features and tips to help you take your store to the next level. We will explore the customization options available, including Shopify themes and templates, and guide you on how to edit HTML and CSS code to create a unique and personalized storefront. Additionally, we will discuss the importance of Shopify security and optimization, providing you with strategies to protect customer data and ensure secure transactions. We will also dive into optimizing website speed and performance to enhance the user experience. Finally, we will explore how to scale your Shopify business, offering strategies to manage high traffic and peak seasons, as well as expand your product offerings and international presence.
In conclusion, "Mastering Shopify: Your Ultimate Guide to Building, Managing, and Scaling a Successful Online Store" is your go-to resource for unlocking the full potential of Shopify. Whether you're a beginner or an experienced online retailer, this guide will equip you with the knowledge and strategies to build, manage, and scale a successful online store using Shopify. So, let's dive in and start building your e-commerce empire with Shopify!
Introduction to Shopify
Shopify has revolutionized the world of e-commerce, providing entrepreneurs and businesses with a comprehensive platform to build, manage, and scale their online stores. With its user-friendly interface, extensive features, and robust capabilities, Shopify has become a go-to solution for individuals looking to establish a successful online presence.
What is Shopify?
At its core, Shopify is a cloud-based e-commerce platform that allows businesses to create and customize their online stores. It provides a range of tools and functionalities to handle various aspects of running an online business, including product management, inventory tracking, order fulfillment, and payment processing. Whether you're a small business owner, a solopreneur, or an established enterprise, Shopify caters to businesses of all sizes and industries.
History and background of Shopify
Shopify was founded in 2006 by Tobias Lütke, Daniel Weinand, and Scott Lake, who were seeking a robust e-commerce platform for their own online snowboarding store. Dissatisfied with the existing options available, they decided to build their own platform, which eventually evolved into Shopify. Since its inception, Shopify has experienced remarkable growth and has emerged as a leading player in the e-commerce industry. Today, it powers over one million businesses in more than 175 countries worldwide.
Benefits and advantages of using Shopify
There are numerous advantages to choosing Shopify as your e-commerce platform. Here are some key benefits that set Shopify apart:
Ease of use: Shopify offers a user-friendly interface that requires no technical expertise. With its intuitive admin panel, you can easily set up and manage your online store without the need for extensive coding knowledge.
Versatility and scalability: Whether you're a small business starting out or an enterprise-level company, Shopify can accommodate your needs. It offers scalable plans and a wide range of customizable features, allowing you to grow your store as your business expands.
Wide range of themes and templates: Shopify provides a vast collection of professionally designed themes and templates to give your store a visually appealing and unique look. These templates are fully customizable, allowing you to tailor your store's appearance to align with your brand.
Secure and reliable: Shopify takes security seriously, providing SSL encryption, PCI compliance, and advanced security features to protect your customers' data and ensure secure transactions. Additionally, Shopify boasts a robust infrastructure with reliable servers, ensuring minimal downtime and optimal performance.
Extensive app ecosystem: With a thriving app ecosystem, Shopify offers a wide range of apps and integrations to enhance your store's functionality. From marketing and SEO tools to inventory management and customer support, these apps allow you to tailor your store to meet your specific needs.
Overview of key features and functionalities
Shopify offers a comprehensive suite of features and functionalities to empower online retailers. Some of the key features include:
Product management: Shopify allows you to easily add, edit, and organize your products. You can create product variants, set pricing and inventory levels, and manage product categories efficiently.
Order and inventory management: With Shopify, you can track and fulfill orders seamlessly. It provides a centralized dashboard to view and process orders, manage shipping and fulfillment, and keep track of inventory levels.
Payment gateways: Shopify integrates with various payment gateways, offering flexibility for customers to make secure payments. It supports major payment providers such as PayPal, Stripe, and Shopify Payments.
Customizable storefront: Shopify provides a range of customizable themes and templates to create a visually appealing storefront. You can customize the layout, colors, and typography to reflect your brand identity.
Marketing and SEO tools: Shopify offers built-in SEO features to optimize your store for search engines. You can edit meta tags, generate sitemaps, and create SEO-friendly URLs to improve your store's visibility.
Mobile responsiveness: With the increasing use of mobile devices for online shopping, Shopify ensures that your store is mobile-responsive and provides a seamless shopping experience across all devices.
Analytics and reporting: Shopify provides detailed analytics and reporting tools to track your store's performance. You can monitor sales trends, customer behavior, and other key metrics to make data-driven decisions.
In the next section, we will guide you through the process of getting started with Shopify, including setting up your account, customizing your store, and adding products. So let's dive in and embark on your Shopify journey!
Getting Started with Shopify
Setting up your Shopify store is the first step towards establishing a successful online business. In this section, we will guide you through the process of getting started with Shopify, from creating your account to customizing your store and adding products. So let's dive in and embark on your Shopify journey!
Setting up a Shopify account
To get started, head to the Shopify website and click on the "Get Started" button. You will be prompted to create an account by providing your email address, password, and store name. Choose a unique store name that reflects your brand and resonates with your target audience.
Once you've entered the required information, Shopify will guide you through a series of steps to set up your store. This includes selecting a Shopify plan that suits your needs and budget. Shopify offers various pricing plans, ranging from basic to advanced, each with its own set of features and benefits. Take the time to evaluate your requirements and choose the plan that aligns with your business goals.
Selecting a domain name
After setting up your account and selecting a plan, you will be prompted to choose a domain name for your store. A domain name is the web address that customers will use to access your store. You have the option to either register a new domain through Shopify or connect an existing domain that you already own.
When choosing a domain name, aim for something that is memorable, easy to spell, and represents your brand effectively. Consider using your business name or relevant keywords that reflect your industry. Shopify provides a simple domain registration process, and if you already have a domain, you can follow their step-by-step instructions to connect it to your Shopify store.
Setting up payment gateways
To start accepting payments on your Shopify store, you'll need to set up payment gateways. Payment gateways are the services that enable your customers to make secure online transactions. Shopify offers a wide range of payment gateway options, including Shopify Payments, which is the platform's built-in payment gateway.
To set up Shopify Payments, you will need to provide some personal and business information for verification purposes. Once approved, you can start accepting credit card payments directly through your store without any additional transaction fees. If you prefer to use alternative payment gateways, such as PayPal or Stripe, you can easily integrate them into your store by following the provided instructions.
Customizing the store's appearance
One of the key advantages of Shopify is its ability to create visually appealing and professional-looking online stores. To customize the appearance of your store, start by selecting a theme from the Shopify Theme Store. Shopify offers a wide range of free and premium themes that are fully customizable to align with your brand identity.
Choose a theme that complements your products and provides a seamless user experience. Consider factors such as layout, color scheme, and overall aesthetics. Once you've selected a theme, you can further customize it by modifying fonts, colors, and imagery to match your brand guidelines. If you have coding knowledge, you can take customization a step further by editing the HTML and CSS of your chosen theme.
Remember to optimize your store for mobile devices as well. With the increasing number of customers shopping on their smartphones and tablets, having a mobile-responsive store is crucial. Shopify's themes are designed to be mobile-friendly, ensuring that your store looks great and functions seamlessly on all devices.
Adding products to your Shopify store
With your store set up and customized, it's time to start adding products. In your Shopify admin dashboard, navigate to the "Products" section, where you can create and manage your product listings. Click on "Add product" to begin adding your products to the store.
When adding a new product, Shopify provides a range of fields to enter relevant information. Start by adding a clear and compelling product title that accurately describes your offering. Provide a detailed product description that highlights the features, benefits, and unique selling points. Include high-quality images that showcase your product from various angles, allowing customers to get a clear idea of what they are purchasing.
You can also specify product variants, such as different sizes or colors, and set the pricing and inventory levels for each variant. Shopify provides options to manage inventory, including setting stock levels and receiving notifications when stocks are running low.
Once you've added all the necessary information, click "Save" to publish your product to your store. Repeat this process for each product you want to sell.
Congratulations! You've now taken the first steps in setting up your Shopify store. In the next section, we will explore how to effectively manage your Shopify store, covering topics such as the Shopify dashboard, order and inventory management, customer management, and Shopify apps and extensions. So, let's continue building and managing your online store with Shopify!
Managing Your Shopify Store
Once your Shopify store is up and running, it's essential to effectively manage and optimize its operations to ensure a seamless experience for both you and your customers. In this section, we will explore the various aspects of managing your Shopify store, including navigating the Shopify dashboard, order and inventory management, customer management, and leveraging Shopify apps and extensions to enhance your store's functionality.
Shopify dashboard overview
The Shopify dashboard serves as the central hub for managing your store's operations. Upon logging in to your Shopify admin panel, you will be greeted with an intuitive and user-friendly interface that provides a comprehensive overview of your store's performance and key metrics.
The dashboard offers an array of valuable information, including sales data, traffic sources, conversion rates, and top-selling products. You can monitor your store's performance in real-time and gain insights into customer behavior and trends. This data is crucial for making informed business decisions and optimizing your marketing and sales strategies.
Navigating the Shopify dashboard is straightforward, with a sidebar menu that provides easy access to various sections and settings. Familiarize yourself with the different tabs and menus to efficiently navigate through the platform and access the tools and features you need.
Order and inventory management
Efficient order and inventory management are essential for the smooth operation of your Shopify store. Shopify provides robust tools to handle these tasks efficiently, ensuring that orders are processed promptly and inventory levels are accurately maintained.
When a customer places an order on your store, you will receive a notification via email or within your Shopify dashboard. From the Orders section, you can view and manage all your orders, including pending, fulfilled, and refunded orders. You can easily process orders, generate invoices, print packing slips, and communicate with customers regarding their purchases.
Inventory management is equally important to prevent overselling and maintain accurate stock levels. Shopify allows you to set up inventory tracking and receive notifications when stock levels are low. You can also enable features such as backorders or automatically hide products when they are out of stock.
By effectively managing your orders and inventory, you can ensure timely fulfillment, reduce errors, and maintain customer satisfaction.
Building strong relationships with your customers is crucial for the long-term success of your Shopify store. Shopify provides tools to manage and engage with your customers effectively.
The Customers section in your Shopify dashboard allows you to view and manage customer data and profiles. You can access information such as contact details, order history, and customer preferences. This data is valuable for understanding your customers' behavior and preferences, enabling you to personalize your marketing efforts and provide tailored customer support.
To optimize customer engagement, Shopify provides features such as customer accounts and email marketing. Customer accounts allow customers to create profiles and save their information for a seamless shopping experience. You can also implement email marketing campaigns to engage with your customer base, promote new products, and offer exclusive discounts or promotions.
Utilizing customer management tools and implementing effective customer engagement strategies will help you build a loyal customer base and drive repeat business.
Shopify apps and extensions
One of the biggest advantages of using Shopify is the extensive collection of apps and extensions available in the Shopify App Store. These apps offer additional functionalities and integrations to enhance your store's performance and streamline your operations.
The Shopify App Store features a wide range of apps across various categories, including marketing, sales, customer service, inventory management, and more. Whether you need assistance with SEO optimization, abandoned cart recovery, or social media integration, you can find an app that suits your specific needs.
When selecting apps, consider their ratings, reviews, and compatibility with your store's theme and existing functionalities. It's also essential to review the pricing structure, as some apps may require additional fees or offer subscription-based plans.
By leveraging Shopify apps and extensions, you can extend the capabilities of your store and tailor it to meet your unique requirements.
Congratulations! You now have a solid understanding of how to effectively manage your Shopify store. In the next section, we will delve into Shopify marketing and sales strategies, covering topics such as search engine optimization (SEO), social media marketing, email marketing, and Shopify sales channels and integrations. So, let's continue building and growing your online business with Shopify!
Shopify Marketing and Sales Strategies
Marketing and sales are crucial aspects of running a successful online store. In this section, we will explore various strategies to effectively market and sell your products on Shopify. We will cover topics such as search engine optimization (SEO), social media marketing, email marketing, and leveraging Shopify sales channels and integrations. By implementing these strategies, you can increase your store's visibility, attract more customers, and drive sales.
Search Engine Optimization (SEO) for Shopify
Search engine optimization (SEO) plays a vital role in driving organic traffic to your Shopify store. By optimizing your store for search engines, you can improve your store's visibility in search engine results and attract potential customers who are actively searching for products like yours. Here are some key SEO strategies for your Shopify store:
Keyword research: Conduct thorough keyword research to identify relevant keywords and phrases that your target audience is searching for. Use tools like Google Keyword Planner or SEMrush to discover high-volume and low-competition keywords.
Optimized product pages: Optimize your product pages by incorporating target keywords into the page titles, meta descriptions, headings, and product descriptions. Ensure that your content is informative, engaging, and well-structured.
URL structure: Create SEO-friendly URLs that include relevant keywords and accurately describe the content of the page. Avoid using generic URLs with numbers or symbols.
Image optimization: Optimize your product images by using descriptive file names and adding alt tags. This helps search engines understand the content of your images and improves accessibility.
Site speed and mobile responsiveness: Ensure that your Shopify store loads quickly and is mobile-responsive. Page speed and mobile-friendliness are key ranking factors for search engines.
Content marketing: Create valuable and engaging content such as blog posts, guides, or videos related to your products or industry. This can attract organic traffic, establish your store as an authority, and increase customer trust.
By implementing these SEO strategies, you can improve your store's visibility in search engine results and drive targeted organic traffic to your Shopify store.
Social Media Marketing for Shopify
Social media platforms offer a powerful way to connect with your target audience, build brand awareness, and drive traffic to your Shopify store. Here are some key strategies for effective social media marketing:
Identify the right platforms: Research and identify the social media platforms that your target audience is most active on. Focus your efforts on these platforms to maximize your reach and engagement.
Create engaging content: Develop a content strategy that aligns with your brand and resonates with your target audience. Create visually appealing and shareable content such as images, videos, or infographics that promote your products and tell your brand's story.
Engage with your audience: Actively engage with your followers by responding to comments, answering questions, and participating in relevant conversations. Encourage user-generated content and leverage user testimonials to build social proof.
Influencer marketing: Collaborate with influencers or industry experts who have a significant following and influence in your niche. Partnering with influencers can help increase brand visibility, reach new audiences, and drive traffic to your Shopify store.
Paid social media advertising: Consider investing in paid social media advertising to amplify your reach and target specific demographics. Platforms like Facebook Ads and Instagram Ads offer advanced targeting options to reach your ideal customers.
By leveraging social media marketing strategies, you can build a strong online presence, engage with your audience, and drive traffic and sales to your Shopify store.
Email Marketing and Automation
Email marketing is a highly effective strategy for nurturing customer relationships, driving repeat sales, and increasing customer loyalty. Here are some key strategies for successful email marketing on Shopify:
Build an email subscriber list: Encourage visitors to subscribe to your email list by offering incentives such as exclusive discounts or free resources. Place email signup forms strategically on your website to maximize conversions.
Segmentation: Segment your email list based on customer preferences, purchase history, or demographics. This allows you to send targeted and relevant emails, increasing the chances of engagement and conversions.
Automated email campaigns: Set up automated email campaigns to nurture leads, recover abandoned carts, or re-engage inactive customers. Automated emails can be triggered based on specific events or customer behaviors, saving you time and effort.
Personalization: Personalize your email campaigns by addressing subscribers by their name and tailoring the content to their specific interests and needs. Personalized emails have higher open rates and engagement.
A/B testing: Experiment with different email subject lines, layouts, or call-to-action buttons by conducting A/B tests. This helps you identify the most effective elements and optimize your email campaigns for better results.
By implementing email marketing and automation strategies, you can build stronger relationships with your customers, drive repeat sales, and increase customer loyalty.
Shopify Sales Channels and Integrations
Shopify offers various sales channels and integrations that allow you to expand your reach and sell your products on multiple platforms. Here are some key sales channels and integrations to consider:
Amazon and eBay: Sell your products on popular online marketplaces like Amazon and eBay by integrating your Shopify store. This allows you to tap into a larger customer base and benefit from the existing infrastructure of these platforms.
Social media integrations: Integrate your Shopify store with social media platforms like Facebook, Instagram, and Pinterest to sell directly to your followers. This eliminates the need for customers to leave the platform, making the purchase process seamless.
Point of Sale (POS) integration: If you have a physical retail store, Shopify's POS integration allows you to sync your in-store and online inventory, manage sales, and provide a unified shopping experience for your customers.
Third-party integrations: Shopify offers a wide range of third-party integrations for various purposes, such as email marketing, customer support, analytics, and more. Explore the Shopify App Store to discover apps that can enhance your store's functionality and streamline your operations.
By leveraging Shopify's sales channels and integrations, you can expand your reach, increase brand visibility, and drive sales on multiple platforms.
Congratulations! You now have a solid understanding of key marketing and sales strategies for your Shopify store. In the next section, we will explore advanced features and tips to customize your Shopify store, optimize its security and performance, and scale your business. So, let's continue building and growing your online business with Shopify!
Shopify Advanced Features and Tips
Once you have mastered the basics of Shopify, it's time to explore the advanced features and tips that can take your online store to the next level. In this section, we will delve into customizing your Shopify store, optimizing its security and performance, and scaling your business for long-term success.
Customizing your Shopify store
Shopify offers a range of customization options to make your store unique and aligned with your brand. Here are some key features and tips for customizing your Shopify store:
Shopify themes and templates: Explore the wide selection of Shopify themes and templates available in the Shopify Theme Store. Choose a theme that matches your brand aesthetics and provides the functionality you need. Customize the theme by adjusting colors, fonts, and layouts to create a visually appealing storefront.
Editing HTML and CSS code: If you have coding knowledge, you can take customization to the next level by editing the HTML and CSS code of your chosen theme. This allows you to have complete control over the appearance and functionality of your store. Make sure to create a backup of your theme before making any code changes.
Adding custom pages: Shopify allows you to create custom pages beyond the standard product and collection pages. Take advantage of this feature to add valuable content such as an About Us page, FAQ page, or a blog. Custom pages can enhance the user experience and provide additional information to your customers.
Implementing custom features: If you have specific requirements that are not available out-of-the-box, consider hiring a Shopify expert or developer to implement custom features. Whether it's a unique checkout process, advanced filtering options, or complex product customization, custom features can differentiate your store from competitors and provide a tailored shopping experience.
By leveraging the customization options available in Shopify, you can create a store that stands out, reflects your brand identity, and provides a seamless shopping experience for your customers.
Shopify security and optimization
Ensuring the security and optimization of your Shopify store is crucial for both the protection of customer data and the overall performance of your website. Here are some key tips to enhance the security and optimization of your store:
Protecting customer data: Shopify is equipped with robust security measures to protect customer data, including SSL encryption and PCI compliance. However, you can take additional steps to enhance security by enabling two-factor authentication, regularly updating passwords, and monitoring for suspicious activities.
Secure transactions: Shopify provides secure payment gateways to facilitate safe transactions. Ensure that your store's checkout process is SSL secured and displays trust signals such as security badges or SSL certificates. This helps build trust with customers and increases the likelihood of completing a purchase.
Optimizing website speed: Website speed is crucial for user experience and search engine rankings. Optimize your Shopify store's speed by optimizing images, minimizing code, leveraging browser caching, and using a content delivery network (CDN) to deliver your content faster to users around the world.
Mobile optimization: With the increasing use of mobile devices for online shopping, it's essential to optimize your Shopify store for mobile responsiveness. Ensure that your store's layout, images, and navigation are mobile-friendly, providing a seamless experience across different devices.
By prioritizing security and optimization, you can provide a safe and fast shopping experience for your customers, resulting in higher customer satisfaction and conversion rates.
Scaling your Shopify business
As your business grows, it's important to have strategies in place to scale your Shopify store effectively. Here are some key tips for scaling your Shopify business:
Managing high traffic and peak seasons: As your store gains popularity, you may experience high traffic and increased demand during peak seasons or promotions. Prepare your store by optimizing your hosting infrastructure, implementing caching mechanisms, and monitoring your server's capacity to handle increased traffic.
Expanding product offerings: Diversify your product offerings to cater to a broader customer base and increase revenue streams. Conduct market research to identify new product opportunities, and carefully select products that align with your brand and target audience.
International expansion: Consider expanding your reach by targeting international markets. Shopify offers features such as multi-currency support and localization options to facilitate international sales. Research local regulations, shipping options, and cultural considerations to ensure a smooth expansion.
Streamlining operations: Automate repetitive tasks and streamline your operations to increase efficiency as your business scales. Utilize Shopify apps and integrations to automate order fulfillment, inventory management, and customer support processes. This allows you to focus on strategic aspects of your business while reducing manual workload.
By implementing effective scaling strategies, you can accommodate growth, reach new markets, and continue to provide a seamless shopping experience for your customers.
Congratulations! You have now explored the advanced features and tips to take your Shopify store to the next level. In the final section, we will recap the key points discussed throughout this guide and provide some final thoughts on using Shopify for your online store. So, let's wrap up our journey with Shopify!
Throughout this comprehensive guide, we have explored the world of Shopify and provided valuable insights and strategies to help you build, manage, and scale a successful online store. From understanding the basics of Shopify to implementing advanced features and tips, you now have the knowledge and tools to embark on your e-commerce journey with confidence.
Shopify has proven to be a powerful platform for entrepreneurs and businesses of all sizes. Its user-friendly interface, extensive features, and robust capabilities make it an ideal choice for creating and managing online stores. Whether you're a solopreneur starting a small business or an established enterprise looking to expand your online presence, Shopify offers the flexibility and scalability to meet your unique needs.
By getting started with Shopify, you have the opportunity to customize your store's appearance, manage orders and inventory efficiently, engage with customers, and leverage various marketing and sales strategies. Through search engine optimization (SEO), social media marketing, email marketing, and leveraging Shopify's sales channels and integrations, you can drive targeted traffic, increase brand visibility, and boost sales.
As you continue on your Shopify journey, it's important to stay up-to-date with the latest trends and best practices in e-commerce. Keep exploring the Shopify App Store for new apps and integrations that can enhance your store's functionality and improve efficiency. Stay informed about industry developments and consumer behavior to adapt your strategies accordingly.
Remember, building a successful online store takes time, effort, and dedication. Be patient, monitor your store's performance, and make data-driven decisions to optimize your operations. Continually analyze your analytics, experiment with new marketing strategies, and seek feedback from your customers to improve their shopping experience.
In conclusion, Shopify provides the tools and resources you need to build, manage, and scale a thriving online store. By leveraging its features, implementing effective marketing and sales strategies, and staying committed to continuous improvement, you can create a successful and profitable e-commerce business.
So, what are you waiting for? Start your Shopify journey today and unlock the potential of your online store!