eCommerce Playbook — Build, Connect, and Advertise
Build a Square Online store, connect it to Facebook and Instagram Shop, and create AI-powered video ads using the full production pipeline — Gemini script, ElevenLabs voice, HeyGen avatar, Google Vids final edit.
What's Inside
— Square Online store from scratch
— Product descriptions with AI
— Facebook + Instagram Shop sync
— Meta Commerce Manager
— Gemini ad script writing
— ElevenLabs voiceover
— HeyGen avatar ad video
— Google Vids final edit
eCommerce Track — Course Preview
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Watch this 3-minute overview to see exactly what you'll learn and build in this track.
🛒
eCommerce Playbook
8 modules covering Square Online store setup, Meta shop integration, AI-powered product copy, UGC ad creation, the ElevenLabs + HeyGen + Google Video ad pipeline, email marketing, and building a full eCommerce system from your phone.
Why Every Business Needs an Online Store in 2026
Your physical location has a limited radius. Your online store has no radius. The same products you sell in your LA shop can ship to a customer in Miami, New York, or internationally within 48 hours — using an inventory you already own and a store you can set up for free this afternoon. E-commerce stopped being "extra" in 2020. In 2026, if you don't have an online store, you're invisible to half your potential market.
The workflow has also changed completely. AI writes your product descriptions better than most humans. Your phone records better UGC content than most agencies produce. ElevenLabs voices your video ads in 30 seconds. HeyGen renders a professional avatar for those ads in 15 minutes. Meta's algorithm finds your ideal customer and shows them your ad automatically. The technology barrier to running a professional eCommerce operation is essentially zero if you know how to use these tools — which is exactly what this track teaches.
$6.3T
global eCommerce revenue in 2024
24%
of retail sales happen online globally
78%
of consumers check a brand online before visiting in person
🏗️Section 1: Build Your Store & Connect to MetaModules EC-01 to EC-03
EC-01
Square Online Store — Build from Scratch in One Afternoon
Square Online gives you a full e-commerce website with no monthly fee on the free tier. You get unlimited products, all payment types (credit, Apple Pay, Google Pay, Cash App Pay), automatic inventory sync with your Square POS, and built-in SEO tools. This module walks through the complete setup from zero to live.
Square Online Store — Full Build Session
🎥 Add your video
The setup sequence: squareonline.com → choose template (retail/food/services/appointments) → add your business name and logo → add products with photos → set shipping or pickup options → connect your custom domain (or use the free squaresite.com subdomain to start) → add your banking info → go live. The entire process takes 2–4 hours the first time and produces a fully functional online store that accepts payments immediately.
AI Product Descriptions — Copy That Actually Converts
The difference between a product page that converts at 2% and one that converts at 8% is usually the copy. Most product descriptions list features. Winning product descriptions sell the transformation. This module uses Gemini AI to write product copy that speaks to emotion first, then validates with features.
AI Product Copy — Gemini for eCommerce
🎥 Add your video
Complete Product Page Copy Pack
Act as a conversion copywriter for an eCommerce store. Write complete product page copy.
Business: [Name, type]
Product Name: [Name]
Key Features (list all): [Features]
What problem does it solve: [Problem]
Who buys this (be specific): [Buyer persona]
Price: [$X]
Competitors charging more: [Competitor + their price if known]
Generate:
1. PRODUCT TITLE (SEO-optimized, 60 chars max):
Include: primary keyword + key benefit + brand name
2. SHORT DESCRIPTION (50 words — for category/listing pages):
Lead with benefit, end with feature. Make it scannable.
3. FULL DESCRIPTION (200 words — for product detail page):
Paragraph 1: Open with the customer's problem or desire
Paragraph 2: How this product specifically solves it
Paragraph 3: The features that make the solution possible
Closing line: Who this is perfect for + soft CTA
4. FIVE BULLET POINTS (for above-the-fold):
Each bullet = one benefit + the feature behind it
Format: "[Benefit] — [Feature that delivers it]"
5. SEO META DESCRIPTION (155 chars):
Include primary keyword naturally + benefit + CTA word
6. FAQ SECTION (4 questions buyers actually ask):
[Question]: [Answer — conversational, honest]
7. INSTAGRAM CAPTION (launch announcement):
150 words, 3 relevant emoji, 15 hashtags at end
EC-03
Meta Shop Integration — Your Catalog on Facebook & Instagram
When your Square catalog is connected to Meta Commerce Manager, your products automatically appear on your Facebook Page Shop and Instagram Shopping — including shoppable posts and product tags in Reels. Customers can browse and buy without leaving the app. This module covers the full integration setup.
Square → Facebook/Instagram Shop Setup
🎥 Add your video
💡 The Integration Chain: Square Catalog → Square Online → Meta Commerce Manager → Instagram Shopping + Facebook Shop. Update a product price in Square and it updates everywhere automatically.
📣Section 2: AI-Powered Ad CreationModules EC-04 to EC-06
EC-04
The Full AI Ad Pipeline — Gemini + ElevenLabs + HeyGen + Google Vids
Professional ad creative used to require a production budget. Now it requires a plan. Write your script with Gemini AI, generate the voiceover with ElevenLabs, render an AI avatar with HeyGen, and finalize the edit with Google Vids — all in under 2 hours, all from your computer, all with no camera required.
Act as a video ad director and performance marketer. Create a complete AI ad production package.
Product/Service: [Name and one-sentence description]
Offer: [e.g., 20% off, free shipping, new collection launch]
Platform: [Meta Reels / TikTok / YouTube Shorts / All]
Target customer: [Who this ad is for]
Ad goal: [Awareness / Traffic / Purchase]
AVATAR VIDEO SCRIPT (for HeyGen, 45 seconds):
Format each line as: [TIME] VISUAL | SPOKEN WORD | ON-SCREEN TEXT
[0:00-0:03] HOOK | [Opening line — shocking/curious/bold] | [Same words as captions]
[0:03-0:15] PROBLEM | [Agitate the pain] | [Key problem word or phrase]
[0:15-0:35] SOLUTION | [Your product solves it — specific] | [Key benefit]
[0:35-0:42] PROOF | [Result or social proof] | [Number or outcome]
[0:42-0:45] CTA | [One action, one URL] | [CTA text]
ELEVENLABS VOICE NOTES:
Voice style: [Warm/Energetic/Expert/Conversational]
Pacing: [Normal / Slightly fast — keeps energy high]
Emphasis: [Mark 3 key phrases to stress]
HEYGEN PRODUCTION NOTES:
Avatar type: [Professional seated / Standing presenter / Casual creator]
Background: [Brand color gradient / Office / Neutral]
Text overlay style: [Bold captions / Minimal / Logo watermark]
End card (last 3 seconds): [What to show]
GOOGLE VIDS EDIT NOTES:
B-roll: [3 types of footage to overlay during middle section]
Music: [Upbeat/Inspirational/Calm — match to brand]
Captions: Auto-generate ON
Export format: [9:16 for Reels/TikTok / 16:9 for YouTube]
EC-05
UGC Ad Strategy — Content That Feels Real Because It Is
User-generated content outperforms polished brand content in ad click-through rate by 4:1 on average. The reason is simple: it doesn't feel like an ad. This module covers how to create authentic UGC-style content using AI tools, how to brief real customers to create it for you, and how to test both approaches.
Act as a UGC content director. Create a full UGC production pack.
Product: [Name and key benefit]
Target demographic: [Who should star in this — age, lifestyle, personality]
Pain point to address: [The problem they had before your product]
Result to feature: [Specific transformation or outcome]
Platform: [Instagram Reels / TikTok / Facebook Ads]
CREATOR BRIEF (for real customers or hired UGC creators):
Style: Raw, authentic, phone-shot. Never corporate. Never scripted-sounding.
Filming: [Natural lighting, at home or relevant location, no logo clothing]
Duration: 45-60 seconds
Do NOT: Read from a script, mention price, use branded phrases
Key points to hit naturally:
1. [Personal intro: "Hey I just got..." or "Okay I have to talk about..."]
2. [Problem they had: specific and relatable]
3. [Discovery: how they found the product]
4. [Specific detail they love: one feature + one outcome]
5. [Who they'd recommend it to: narrow, specific person]
6. [Casual CTA: "Check the link below" or "You can get it at..."]
AI UGC SCRIPTS (for HeyGen avatar, 3 variations):
Script A — Problem/Solution (45 sec): [Full script]
Script B — Review/Reaction style (30 sec): [Full script]
Script C — Before/After story (45 sec): [Full script]
USAGE PLAN:
Top of funnel (cold audience): [Script X — why]
Retargeting (warm audience): [Script Y — why]
Testimonial (bottom of funnel): [Script Z — why]
EC-06
Meta Performance Ads — From $10/Day to Profitable Scale
Running Meta ads profitably is about campaign structure, creative testing, and knowing your numbers. This module covers how to set up a Conversions campaign, how to test creatives efficiently on a small budget, how to read your results, and when to scale versus when to stop.
Act as a Meta Ads specialist. Build a performance campaign structure for [BUSINESS NAME].
Product/Offer: [What you're selling]
Price point: [$X]
Budget: [$X per day total]
Goal: [Purchases / Leads / Add-to-cart]
Current website traffic: [Approx monthly visitors]
Email list size: [If any]
CAMPAIGN ARCHITECTURE:
Campaign 1 — TOP OF FUNNEL (Cold Traffic): [40% of budget]
Ad Set A: Broad interest targeting
Interests: [3-5 specific interests relevant to buyer]
Age/gender: [Based on your best customer]
Placements: Facebook Feed + Instagram Reels + Stories
Ad Set B: Lookalike Audience (if you have data)
Source: [Website visitors / Customer list / Video views]
Lookalike %: 1-2% (most similar)
Campaign 2 — RETARGETING (Warm Traffic): [30% of budget]
Ad Set C: Website Visitors (last 30 days)
Message: Different from awareness — address objections
Ad Set D: Add-to-Cart Abandoners
Message: Urgency + social proof
Campaign 3 — CONVERSION (Existing Customers): [30% of budget]
Ad Set E: Customer Lookalike (2-5%)
Ad Set F: Upsell to existing buyers
AD CREATIVE TESTING PLAN (Week 1):
- Run 3-4 creatives per ad set
- Kill anything with >$X cost per click after 3 days
- Scale any creative with cost <$X per desired action
- Testing budget: $10-15/day per ad set
KEY METRICS TO TRACK:
CTR (aim for >1% for cold traffic)
CPC (cost per click)
CPP (cost per purchase — must be <50% of product price for 100% ROAS)
ROAS (aim for 2.0+ before scaling)
📧Section 3: Email Marketing & Customer RetentionModules EC-07 to EC-08
EC-07
Email Marketing System — The Asset Ads Can't Take Away
Your Instagram following is rented. Your Facebook page is rented. Your email list is owned. If Meta shuts down your ad account tomorrow or changes the algorithm, you can still reach 100% of your email subscribers. Building your list is the highest-priority long-term asset in eCommerce. This module covers setup, automation flows, and the sequences that drive revenue on autopilot.
Act as an email marketing strategist and copywriter. Write a 5-email welcome sequence.
Brand: [Name, type, what you sell]
New subscriber source: [Where they opted in — popup, checkout, social media]
Goal of sequence: [First purchase / Build relationship / Drive to content]
Brand voice: [Professional / Friendly / Casual / Expert]
Generate all 5 emails:
EMAIL 1 — SEND: Immediately after opt-in
Subject: [Curiosity/Benefit-driven, under 50 chars]
Preview text: [15-20 words that complement the subject line]
Body: Welcome, deliver on the promise (if there was one), brief brand story (2-3 sentences), one link.
EMAIL 2 — SEND: Day 2
Subject: [Story-driven — share something personal or surprising]
Body: Value-only email. No selling. Teach something or share a story. Build trust.
EMAIL 3 — SEND: Day 4
Subject: [Social proof driven — "[Customer name] did X"]
Body: Case study or testimonial. Specific before/after. Soft product mention at end.
EMAIL 4 — SEND: Day 6
Subject: [Objection-busting — address the #1 reason people don't buy]
Body: Address the objection directly and honestly. Then present the solution.
EMAIL 5 — SEND: Day 8
Subject: [Direct offer — your best offer for a new subscriber]
Body: Clear offer, time or quantity limited if possible, strong CTA, simple P.S. line.
For each email include:
- Subject line (plus 2 alternatives)
- Preview text
- Full body copy
- One clear CTA link text
EC-08
Customer Retention — Making Buyers Come Back
Acquiring a new customer costs 5–7x more than retaining an existing one. Yet most eCommerce businesses spend 90% of their marketing budget on acquisition and 10% on retention — the exact opposite of what maximizes profit. This module covers the post-purchase sequences, loyalty systems, and referral programs that turn one-time buyers into lifetime customers.
Act as a customer experience strategist. Build a post-purchase retention system.
Business: [Name, what you sell]
Average purchase value: [$X]
Purchase frequency goal: [How often should a happy customer rebuy?]
Current retention rate: [If known]
Design the full retention system:
1. POST-PURCHASE EMAIL SEQUENCE:
Email 1 (1 hour after purchase): Order confirmation + anticipation builder
Email 2 (Day 3): Pre-delivery excitement / what to expect
Email 3 (Day after delivery): Check-in + usage tip
Email 4 (Week 2): Invite to community/review/social share
Email 5 (Week 4): Related product suggestion based on purchase
[Write subject lines and 3-sentence body summaries for each]
2. REVIEW GENERATION STRATEGY:
When to ask: [Best timing for your product type]
How to ask: [Email / SMS / in-packaging note]
Incentive: [If any — discount on next purchase?]
Script: [What to say when asking for the review]
3. REFERRAL PROGRAM DESIGN:
Offer to referrer: [e.g., $10 off their next order]
Offer to referred friend: [e.g., 15% off first order]
How to share: [Unique link / promo code / social share]
Square Gift Cards as referral incentive option: [Yes/No + setup steps]
4. WIN-BACK CAMPAIGN (for customers who haven't purchased in 60+ days):
Subject line: ["We miss you" angle]
Offer: [Your best retention offer]
Message: [Personalized, acknowledge the time gap, give them a reason to return]
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