As an eCommerce store owner, it's easy to focus on the customer experience after they've made a purchase, but often overlooking the product itself. Many entrepreneurs come from digital marketing backgrounds and prioritize getting people to buy, rather than focusing on delivering an amazing experience for their customers. To scale an eCommerce business, automation is key, but this should include improving the product experience. By setting customer expectations, giving them everything they need, and making sure the product serves their needs, businesses can create a positive experience that drives post-purchase behaviors like sharing and referring friends. This includes considering potential downsides to the product and addressing them in a way that sets the customer up for success. By doing so, eCommerce entrepreneurs can turn what could be an afterthought into a crucial aspect of their business.