Why I Built Enrichio: A Founder Story from Lotz Outdoors

I run Lotz Outdoors, a Shopify store with roughly 60,000 products. Enrichio exists because managing that catalog broke every other tool I tried.

Why I built Enrichio

Lotz Outdoors grew fast, and most of the growth came from adding more brands and more SKUs. Every new supplier sent product data in a different shape. Some listings arrived with usable descriptions. Others had one run-on sentence, no benefits, no specifications, and formatting that looked like it had been pasted out of a 2007 PDF.

My first fix was the workflow every merchant tries: export from Shopify, open the CSV in a spreadsheet, paste each description into a general AI tool, repeat the same instructions over and over, copy the output back, and re-import. It technically worked. It also failed constantly. Imports would break. Fields would get overwritten. Listings would end up mismatched. I could not delegate the process to anyone else because you had to understand every step to survive the errors.

Then I built a custom internal tool to run the same job from a large CSV. It ran for hours at a time and eventually spit out a file to re-import. Better, but still fragile. Runs would crash. Products would still get mismatched. There was no way to review before publishing and no safe way to roll back. I was one careless import away from wrecking product pages that were actually working.

That is the moment Enrichio started. I did not want another AI writing box. I wanted a real product-enrichment workflow that lived inside Shopify, protected the catalog, and could be handed to someone else without a two-hour training session.

How I use Enrichio inside Lotz Outdoors

The Enrichio workflow at Lotz Outdoors follows the same four steps I follow with every store I advise:

1. Build a template. I set the structure once. High-impact opening, short summary, features tied to benefits, a detailed SEO-friendly description, and technical specifications. Every product in the store gets the same skeleton so the shopper always knows where to find what they need.
2. Load products from Shopify. No exports. No giant spreadsheet. I pull products directly into Enrichio, look at description scores, and pick the listings with the biggest gap between "what we have" and "what a customer needs to buy."
3. Generate drafts. Enrichio researches the product, the brand, the specifications, and the intended use before it writes. That is the part that changed everything for me. It is not paraphrasing thin supplier copy. It is adding the information that was missing in the first place.
4. Review and publish. Nothing goes live until I approve it. I preview drafts, edit anything that needs a human touch, then publish back to Shopify. If something ever needs to come back, I can recover the original. That safety net is the reason I can actually use the tool at catalog scale.

What changed at Lotz Outdoors

The obvious change is time. What used to be a full afternoon of spreadsheet gymnastics is now a template I built once and a review pass I can do between other work. But the more important change is the shape of the product pages themselves.

Before Enrichio, most of my listings looked interchangeable with every other retailer selling the same item. Same manufacturer paragraph. Same missing specifications. Same silence on who the product is actually for. After enrichment, each page opens with a clear statement of what the product is and who it serves, connects features to real customer outcomes, and lists the specifications a serious buyer expects to see.

I want to be careful with numbers here because I know how easy it is to overclaim. Here is the qualified version, in the exact phrasing I stand behind:

In the founder's own store, sales increased 171% month over month during a period of substantial product-content improvement, without a corresponding lift attributed to paid or email marketing. That is an observation from one store, not a guaranteed outcome.

I am not going to tell you Enrichio caused every dollar of that lift. Ecommerce is never that clean. But it happened during a stretch where the product content was the thing changing, and it matched the pattern I would expect when a catalog stops looking generic and starts giving people real reasons to buy.

What Enrichio is really doing for the store

• Consistency across 60,000 products. Every listing follows the same template, so the catalog stops feeling like a stack of unrelated supplier feeds.
• Differentiation from every other store selling the same SKU. Unique, complete content gives shoppers and search systems a reason to see Lotz Outdoors as more than one of many resellers.
• A better buying experience. Complete openings, honest benefits, and full specifications answer the questions that used to send customers to a search engine or a competitor tab.
• Control over what actually goes live. Review, approval, and recovery are built into the flow. I never have to trust a bulk job to publish blind.
• A process I can hand off. Anyone on my team can operate the template, load products, generate drafts, and route them for review. It stopped being a founder-only workflow.

Who this is really for

Enrichio was built for merchants who look at their own product pages and know the copy is not doing the store justice. If your catalog is mostly supplier copy, if your specifications are inconsistent, if you have thousands of products and no realistic way to rewrite them one at a time, this is the workflow I wish someone had handed me three years ago.

It is not a hype machine. It is not a promise of guaranteed rankings or guaranteed conversions. It is a research-driven, template-based, Shopify-native way to turn basic product data into a complete product experience, with a human in charge of what goes live.

Try it on your own store

If you want to see what Enrichio does with your catalog, the fastest path is to install it, load a small group of products, and generate one enrichment. Compare the draft to your original description. You will know within a few minutes whether it is right for your store.

Learn more or start a free trial at enrichio.ai, or install it directly from the Shopify App Store.

Martin Lotz III, founder of Lotz Outdoors and Enrichio