Most Shopify Themes Fail Before a Single Line of Code Is Written
Not because the design was bad. Because nobody asked who they were designing for. A short UX research pass before touching Figma changes almost everything downstream.
Writing
Technical teardowns on Shopify Plus performance, architecture, and conversion — written from production, not theory.
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Your Shopify Apps Are Quietly Hurting Your Store
Most Shopify Plus stores run 8 to 12 apps at once, and nobody has audited the list in years. Here's what that's costing you, and where to start.
Before You Build Anything, Check These 3 Numbers
Merchants come with a feature list. Sometimes the right answer is that none of it moves the needle until you fix what's already broken. Three numbers tell you which.
I Built a 3-Level Post-Purchase Funnel on Shopify. Here's What Happened to AOV.
Shopify natively supports three post-purchase offer levels. That's not a limitation once every accept and decline branches into the next best offer.
CRO Isn't a Testing Problem. It's a Sequencing Problem.
Most teams run A/B tests and wonder why the results feel hollow. It's rarely the testing tool. It's that they skipped the two steps before it.
ChatGPT, Claude, Google: Is Your Product Page Even in the Running?
AI search doesn't rank pages the way Google's index used to. It reads them, evaluates them, and picks an answer. Most ecommerce SEO still isn't built for that.
Should You Go Headless? Wrong Question.
The right question isn't which technology to pick. It's what your store actually looks like: the catalog, the team, and how often marketing needs to touch content.
"Just Use an App for That"
I say this a lot. It saves time and ships faster. But there's a real decision framework underneath it, and knowing when it stops applying is the actual skill.
When Engineering and Product Move Together, Sales Take Care of Themselves
Most teams treat engineering as execution. The best teams treat it as a growth function, with a short, specific list of things that turn a sprint into revenue.
Maintainability Is a Business Decision
Every team eventually chases faster processes and shinier frameworks. The businesses that scale the longest are the ones that treated stability as the actual foundation.
AI Didn't Architect This. I Did.
I used AI to design a discount engine handling 4,000+ coupon codes. It didn't replace the architecture work. It just caught weak assumptions before they became expensive rewrites.