AmericanHort Mastery Series

E-Commerce Mastery Series

Presented by Katie Elzer-Peters, The Garden of Words

Whether you’re just getting started in E-commerce or been at it for years, this three-part E-Commerce Mastery Series will help you improve your e-commerce business. These highly collaborative sessions provide the chance to think strategically about this area of your business and you’ll walk away with a marketing road map you can put in place immediately to help grow your business.

Presented by Katie Elzer-Peters, The Garden of Words

Katie Elzer-Peters is the founder and CEO of The Garden of Words, LLC, a digital marketing firm that specializes in green industry clients. For 12 years she has helped brick and mortar and e-commerces businesses of every size (from small, family-owned to large corporations) grow and thrive in the digital age. The Garden of Words takes a broad approach to marketing plan development and implementation, blending tried and true traditional marketing techniques with new and emerging solutions. Katie and her team specialize in making digital marketing tools and tips accessible to everyone, regardless of their background or experience.

E-Commerce Mastery Series

Zero to E-Commerce

The first workshop in the E-Commerce Mastery Series is designed to help you understand the various e-commerce platforms available to small and large businesses alike. If new to this business, you will learn what questions to ask as you evaluation e-commerce programs and if you’re already doing online sales, you’ll uncover ideas to optimize your operations. You will also learn how to hire both short- and long-term associates with the skills needed to support this business. You will be given tools to help evaluate your product offering, your online operations, including space for inventory, and how to successfully staff to meet your customer demands. Participants will leave with an outline specific to their own business to start implementing operational changes immediately.

Streamlining Your Ecommerce Order Fulfillment

The second workshop in the E-Commerce Mastery Series focuses on order fulfillment. While many garden centers started e-commerce and curbside pickup because of the global pandemic, this new shopping trend is here to stay. In this collaborative class, you’ll hear from independent garden center owners and wholesalers who have successfully streamlined product pickup and online order/delivery programs (without blowing the budget). You’ll also identify the key components of a successful online shopping program and have a chance to start planning for or optimizing your order fulfillment. Each participant will leave with a personalized, drafted process document that includes a list of assets, software needs, and the itemized steps to take to achieve your desired results.

Marketing Quick Start

The final workshop in the E-Commerce Mastery Series focuses on how to gain a quick start to your E-Commerce business. After this workshop, participants will be ready to start marketing their ecommerce solutions with clear, compelling language and visual communications that will excite their customers about product offerings and shopping processes. Hear real-word examples and work with fellow green-industry business owners to develop your plan of attack. We’ll cover website language to close the sale, how to use social media effectively with limited time and money and review simple ways to get the most out of your email marketing efforts. Leave this session with a marketing road map and start creating simple marketing assets that can be quickly and easily updated with changes to support each season.

Interested in sponsoring a Mastery Series?

Contact Meagan Nace at to secure an opportunity today.


As a member of AmericanHort, the green industry’s leading association, you will be connected to the mentors, leaders and knowledgeable resources you need – when you need them – so that you can Perform Better day in and day out, Grow Faster than you ever dreamed possible, and Prepare both Yourself and Your Business for the Future.

If you’d like to save $100 on your Mastery Series and receive all the great benefits of membership in AmericanHort, join us today.