Standard program · Qualiopi

E-commerce, SEO/AEO and Applied AI

20 hours, 5 modules, to launch or grow an e-commerce business. You leave with a Shopify store you control, a ranking strategy tailored to both search engines and AI agents, and an operational automation foundation.

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Official program

Program overview

What you will be able to do

  • Map the value chain of an e-commerce project and its legal obligations.
  • Master Shopify on your own: catalog, checkout, payments, shipping, theme, apps.
  • Build an SEO and AEO strategy that addresses both Google and AI agents (ChatGPT, Claude, Perplexity).
  • Select and deploy the AI tools and automation workflows suited to your project.
  • Decide on a diversification path (enhanced Shopify, B2B, headless) and build a 6-month roadmap.
Course outline

5 modules · 20 hours

Module 1 2 h

Strategic framing and e-commerce fundamentals

Set the scene, identify the stakes, prioritize the KPIs.

1.1 · 30 min

Value-chain overview

Acquisition, conversion, retention, logistics. Business models (B2C, B2B, marketplace, dropshipping, subscription). Classic friction points in the funnel.

1.2 · 30 min

E-commerce legal framework

Terms of sale, legal notices, privacy policy, cookie management. Intra- and extra-EU VAT. Consumer-protection obligations.

1.3 · 45 min

Mapping workshop

A value-chain map for the trainee's project. Positioning sheet (target, promise, competitors). Table of the 5 priority KPIs.

1.4 · 15 min

Summary and preparation

Debrief. List of legal-compliance actions. Briefing for the Shopify module.

Module 2 6 h

Operational mastery of Shopify

Build a functional, configured and customized store.

2.1 · 1 h

Guided tour of the back office

Admin architecture: products, collections, customers, orders, content, analytics. Overall logic and efficient navigation.

2.2 · 1 h 30

Catalog: products, variants, collections, metafields

The difference between product, variant and option. Rule-based automatic collections. Metafields and metaobjects to structure custom content.

2.3 · 1 h

Checkout, payments, shipping

Configuring Shopify Payments, Stripe, PayPal. Shipping zones and rates. Testing the purchase journey in test mode.

2.4 · 1 h

Theme customization

Visual editor: sections, blocks, settings. Reasonable customization limits. Liquid demo: targeted changes via a code assistant.

2.5 · 1 h

Selecting and installing apps

Selection criteria (recurring cost, dependencies, support). Essential stack: customer reviews, email, support, subscriptions.

2.6 · 30 min

Summary and action plan

Recap of between-session actions. Defining the deliverables to finalize before the next module.

Module 3 7 h

SEO and AEO applied to e-commerce

Be found by Google, cited by AI agents.

3.1 · 1 h

SEO fundamentals

Search intent, keyword clustering, semantic markup. Title, meta description, Hn, URL structure.

3.2 · 1 h 30

Editorial and catalog architecture

SEO structure of an e-commerce store. Categories, subcategories, pillar pages, internal linking.

3.3 · 2 h

Writing product pages

The template for a high-performing page (300 to 500 words). Workshop on the trainee's catalog. Rewriting 3 pages.

3.4 · 1 h

Schema.org structured data

Product, Offer, Review, AggregateRating, Organization, FAQPage. Inserting a JSON-LD block into a Shopify theme.

3.5 · 1 h

Google Search Console and sitemap

Setup, sitemap submission, robots.txt, reading the indexing and performance reports.

3.6 · 30 min

Introduction to AEO

The difference between classic SEO and AEO (Answer Engine Optimization). Cross-testing on 4 or 5 agents (ChatGPT, Claude, Gemini, Perplexity, Mistral). The llms.txt standard.

Module 4 3 h

AI applied to e-commerce and automations

Choose the right tools, build active workflows.

4.1 · 30 min

Overview of e-commerce AI tools

General-purpose LLMs (ChatGPT, Claude, Gemini, Mistral). Native Shopify AI (Magic, Sidekick, Inbox). Specialized assistants (Surfer, Jasper, Photoroom). Selection criteria.

4.2 · 45 min

Business prompt library

The anatomy of a good prompt: context, role, task, constraints, format. Building 5 to 10 prompts tailored to the project: product pages, emails, blog, support, AEO.

4.3 · 45 min

Tier-1 support chatbot

Choosing a solution (Tidio, Crisp, Gorgias). Configuration, knowledge base, follow-up scenarios.

4.4 · 45 min

Shopify Flow and Make / n8n automations

Classic use cases: new order, abandoned cart, customer segmentation. Building at least one active scenario.

4.5 · 15 min

Summary and tool decisions

A personalized decision matrix. Defining the scope of tools selected for the next steps.

Module 5 2 h

Diversification decisions and roadmap

Settle the technical options, plan 6 months ahead.

5.1 · 45 min

Diversification options

Multi-catalog Shopify, a connected second store, headless commerce, a hybrid storefront. Criteria: budget, timeline, autonomy, scalability.

5.2 · 30 min

B2B specifics

Sales cycle, negotiated pricing, contracting, company accounts. Native Shopify B2B features.

5.3 · 30 min

Building the 6-month roadmap

An impact / effort / dependencies prioritization method. Milestones and indicators. A documented action plan.

5.4 · 15 min

Preparing to brief vendors

The anatomy of an effective brief. Writing the brief for at least one assignment to outsource.

Register for this course

Full details in the catalog.

Accessibility: this programme is open to people with disabilities. Our disability lead, Angélique Bensalah (a.bensalah@way-up.io), reviews the required adjustments in a preliminary interview, and refers you to a competent partner if we cannot meet the need. Complaints: same contact, acknowledged within 5 working days and answered within 15 working days (procedure).

Programme v1.0 · updated 7 August 2026