THE MILK BOTTLE ECOMMERCE SHOW · EPISODE #112
Turning Shopify Support Tickets Into Revenue
Hamish McKay built Order Editing after fielding thousands of post-purchase change requests a month. The result is a self-service platform running on 1,600+ Shopify stores — including Gymshark, TOMS and Mejuri — that lets shoppers fix their own orders before fulfilment and generates upsell revenue in the process.
What’s in episode 112?
Every Shopify merchant knows the email: “I ordered the wrong size — can you change it?” Hamish McKay got thousands of them a month running customer experience for a large merch operation, so he built the fix.
Order Editing is a post-purchase self-service platform that lets shoppers swap products, correct addresses and cancel items before fulfilment, without opening a ticket — and sells them something else while they’re there. It now runs on 1,600+ Shopify stores including Gymshark, TOMS and Mejuri.
In this episode, Keith and Hamish get into the operational reality of the edit window, the money hiding in failed deliveries, and what happens to support when AI agents start placing the orders.
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SUPPORTED BY APPS WE LOVE
Shooopr
The Secret Shopper for your Shopify store. Automated audits of performance, accessibility, SEO, checkout and email flows.
VisitOrder Editing
Let customers fix their own orders after checkout — items, sizes and addresses. Fewer support tickets and cancellations, more post-purchase revenue.
VisitLoox
Photo and video product reviews that build trust and lift conversion. Automated review collection, referrals and upsells for Shopify stores.
VisitSearchanise
Smart search, filtering and product discovery for Shopify. Helps shoppers find the right product faster and turns more browsing into sales.
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