• Product – Store Coach
  • Owner – Hermansen Brothers
  • Legit – Yes
  • Recommended – Yes
  • Rating – 95/100
  • WebsiteStore coach

Hi, and welcome to my review of Store Coach, this will be an honest and unbiased review and hopefully by the end of the review, you will have a better picture of whether or not Store Coach is suitable for you.

One of the best ways to start an online business is through eCommerce. With the rise in popularity of online shopping, running an eCommerce store can be very profitable.

Unfortunately, this also means there are unscrupulous marketers who have jumped onto the ecommerce bandwagon and have created their own ecommerce courses whilst having no experience in the field. 

Fortunately, Store Coach is not one of them and in this review, you will find out what they offer and why I highly recommend them.

When I first started to look into opening an online business eCommerce was what I really wanted to do. I used Amazons FBA programme to start selling on their platform, however, bad decisions and no plan made my first foray trying to run an online business a total failure.

Maybe if I had come across Store Coach earlier it would have been a different story.

Store Coach provides one of the most in-depth training to successfully start an eCommerce business. Their primary business model is through dropshipping but their training could easily be applied to stock and ship model and even affiliate marketing.

Short Summary

Store Coach provides one of the best training courses for starting an ecommerce business, some of the benefits include; 

  • Free training
  • Run by industry experts
  • Small start-up costs
  • Good support
  • Paid membership has even more tools

Store Coach Review

Store Coach is the product of three brothers Dave, Mike and Kevin Hermansen. They have over 15 years of experience in the world of eCommerce and have successfully built and sold many online stores.

Although I am focused more on affiliate marketing as my primary online business,I still hope to start an eCommerce store and most probably I will start it with the help of the training from Store Coach. They have a free membership and a paid membership. I’ll explain what you get with each and what option would be best for you.

What Is Dropshipping?

If I had come across the dropshipping model before I started affiliate marketing, maybe I would have taken my online business along this route. With dropshipping you do not have to worry about keeping inventory or delivery of the goods. This is why it has become so popular in recent years.

So, what is dropshipping? The business model is pretty simple.

  • You fill your online store with the in-demand products
  • Customer finds your site and buys
  • You then order the same product from your supplier at a discounted rate
  • Your supplier delivers the item to the customer
  • You keep the difference between what the customer paid and what you paid your supplier.

Below is a better visual representation on how dropshipping works.

Of course, you would need to do some market research and come to an agreement with your chosen supplier and other bits and pieces and all this is covered in the Store Coach training programme.

The main attraction of the dropship model is that you keep no inventory and the delivery is fulfilled by your dropshipping supplier. It has a minimum fuss about it and the profit margin is decent, you can expect anything between 15%-25% profit margins.

How Can Store Coach Help You?

The guys behind this training programme have years of experience in eCommerce and particularly dropshipping. I am subscribed to their free training and was also a member of their pro membership, which does come with some particularly cool tools and even more in-depth training material.

Could you succeed with the free training? I think you could but like everything else, you would need to work hard and apply the training. The pro membership comes with more training and video tutorial, you also get access to their own keyword research tool and several other services and tools.

The free membership

Store Coach review

The free ecommerce training within Store Coach is one of the best that you will find but the paid has more in-depth material plus their own keyword research tool.

Although the training is focused on eCommerce there is stuff you can easily apply to affiliate marketing and they have some really good material on SEO.

The free training is split into 4 phases each consisting of several chapters. There is a total of 13 chapters and there is bonus material that you can expand within each chapter.

Within each chapter, you will find suggestions to upgrading your membership to pro. This is completely up to you however, I must say the pro membership makes a lot the research phase much more efficient.

Phase 1 

Choosing a niche – This is probably the most important part of setting up an eCommerce store. Choosing the right product is vital to the success of your online business, fortunately, the coaches have years of experience and know exactly what will be profitable and what will not. There is material on keyword research, awareness of certain niches seasonal vulnerability, how profitable a product is and how easy it will be to rank in Google for that niche.

There is material on keyword research, awareness of certain niches seasonal vulnerability, how profitable a product is and how easy it will be to rank in Google for that niche.

Business Model – This where you decide what sort of business model you want to set up, store coach are experts in eCommerce so they are familiar with the traditional method of stock and ship as well as dropshipping. They do recommend an affiliate website if the other two options are not viable. Affiliate marketing is what I do and it has the lowest entry point of the three models. The pros and cons of each model are laid out and if you decide with the affiliate model the next chapter is not for you.

Sourcing– This is an in-depth chapter, it covers everything from finding a supplier to getting a reseller account with them and what steps to take should they reject you and any other stumbling blocks you may encounter. These guys know their stuff and they go into detail in dealing with potential suppliers, should you open multiple supplier accounts and how to calculate profit margins.

Phase 2

Choosing your shopping platform – Getting all your product information details ready, choosing the right shopping cart for your store. Their preferred shopping carts are 3dcart for smaller stores and Shopify for larger stores. This chapter also covers registering your domain name and which payment processor you should choose

Store Structure – This chapter is all about your store design and how to optimise it for best results. It goes into detail about how to structure categories and why having quality content is necessary even for eCommerce stores. This chapter also talks about issues that may arise during the checkout process and the best ways to resolves these issues.

Optimising for Google – In this section, you learn all about the different Google tools available and how to best utilise them. The chapter goes into detail about setting up social profiles and how to get your store recognised by Google so that you start getting some traffic to your checkout pages. You’ll also learn how to set up a store blog and be provided with tools for marketing purposes.

Phase 3

Internet marketing – This chapter is mainly about planning your marketing strategy for the next few months. It introduces you to three main methods of traffic generation, paid, organic and direct. They will also provide a timeline of when you should start seeing some sales come in.

Paid traffic– This is an in-depth introduction into the world of PPC (pay per click) advertising. It touches mostly on Google AdWords and reveals 4 metrics to see if a PPC campaign is worth pursuing. It also touches upon banner ads and how to set up your own affiliate programme.

Organic traffic– All about SEO and how to rank in Google by following their guidelines. This chapter touches further upon keyword research, creating share-worthy content and getting natural backlinks.

You’ll be introduced to their insanely simple SEO plan, which takes you through a step by step guide to ranking in google through white hat methods. This chapter also introduces you to some of their other paid services that may speed up the whole process. I’ll provide details near the end of this review.

Direct traffic – Here they teach you about simple methods that can increase your traffic flow. It’s mostly to do with posting on relevant forums, engaging with the members and then adding a link on your profile. There is also material on guest posting and how to use Q&A sites to get more traffic.

Phase 4 

Maximising profits– This chapter covers how to increase your conversion rates and your profits per order. They also reveal their own profit formula and how increasing each factor in the formula will result in more profits.

You will also learn about a variety of conversion rate killers and how to avoid them. Topics also covered are A/B testing and if you should expand your range of products.

Day to day store operations – The coaches reveal their day to day methods in running an efficient eCommerce store. This chapter is all about effective time management and the reasons to set aside time slots for different store operations.

It also goes into detail about outsourcing many of the tasks many of which store coach provides services for. You are also provided information about preventing identity theft and fraud and how this will increase customer confidence.

Selling your store – If your store is consistently making monthly profits, you may consider selling it. A typically profitable store goes for more than 18-36× its monthly net income, store coach instructors have years of experience in selling their own and other peoples store for good returns.

The chapter reveals the factor that decides if your website will be attractive for potential buyers and places where you can list your site for sale. They also run their own website brokering service that they say will get a far better deal for their clients.

Pro Membership

Store Coach review

The material within the paid training is first class and I believe it is one of the most comprehensive trainings in starting an ecommerce business.

Some of the paid material includes;

  1. Video Walkthrough – dealing with potential suppliers and how to proceed if they reject your application. They even have video role-playing for this so you have an idea on what to say and any pitfalls that may occur during a conversation.
  2.  Coaching Call – 30-minute call with one of the store coach instructors, I got my call from their in-house SEO expert someone called coach Scott. I had a good conversation with him and the call actually lasted for 1 hour which I was pleasantly surprised by.
  3.  PDF Guide For Non-US Residents – comprehensive PDF file that guides you in opening up a business entity in the US. This is to show suppliers you are serious and certain suppliers may not deal with companies if they don’t have a US business address.
  4. Monthly Webinars
  5. Wholesaler Directory

The tools available for pro members

Niche finder pro – Their own keyword research tool, it provides you with several key metrics such as the monthly searches for the keyword, how easy it is to rank in google, if the products are susceptible to seasonal change and how profitable the product is. The tool currently provides data for three countries, USA, UK and Australia.

Rank master pro – This tool will provide you data for your competitor’s backlink profile and how you can also get similar backlinks for faster rankings. It also maintains a backlink score for your site and provides you data for how effective the backlinks are.

Other Paid Services

Store Coach also offers services for SEO, guest posting, website brokerage and content writing. They provide a store review service wherein they will review your store and tell you what is wrong and how to fix it.

I will say this, having seen some of the prices for their services, they are a bargain compared to what I have seen in other places. And they are not new to the ecommerce game, they know the industry and own several successful ecommerce stores, if building an ecommerce store is what you want, then I highly recommend Store Coach.


Recently I have witnessed a variety of programs offering eCommerce training mainly through dropshipping. Some of them do not have a free membership and their prices are sky high so you cannot really assess if their material is any good other than what is mentioned on the sales page. If you are thinking of opening an eCommerce store, then I highly recommend Store Coach. They have over a decade of experience in this field and their free membership has a lot of well written and actionable content. The paid membership will help you get to your goals faster and their additional services are also worth considering. Create your free membership, click on the button below.