Notes from the work.
Field notes on running a Shopify Plus store ready to scale. No funnel, no SEO bait, no listicles. Roughly one piece a month — written when there's something I actually want to say.
The Shopify projects I refuse to take.
Most consultants will quote anything that pays. Four categories of project I won't — the misfit briefs, the un-earned scopes, the committee migrations, and the projects that compound badly.
Read more
The cheapest performance win on Shopify is removing apps.
Most stores I audit are slow because of the apps installed on them, not the platform. What an app actually costs in page weight, and why the cleanup pays for itself in the first month.
Read more
The migration most established Shopify brands don't actually need.
Replatforming sounds decisive. Most of the time it's an expensive way to avoid diagnosing the actual bottleneck. The decision tree I run before I'll quote one.
Read more
Estimating fairly when you don't know what you'll find.
The honest answer to "how long will this take?" on a Shopify project is usually "I don't know yet." The diagnostic pattern I use to get to a real number without padding the quote.
Read more