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Opinions worth reading.

Technical deep-dives, strategic takes, and the things we wish more eCommerce brands knew. No content marketing. Just what we actually think.

Technical7 min read

INP: the Core Web Vital that's quietly failing most Shopify stores

Interaction to Next Paint replaced First Input Delay as a ranking signal in 2024. Most Shopify stores are failing it without knowing why. Here's what INP actually measures and how to fix it.

Technical8 min read

The true performance cost of your Shopify app stack

Most Shopify stores have 20–50 apps installed. Each one adds weight. The compounding effect on speed, Core Web Vitals, and conversion is rarely audited honestly. Here's how to do it.

Strategy7 min read

AI in eCommerce: what's actually working now (and what's still hype)

Every platform has an AI feature. Every deck mentions agents and personalisation. Here's an honest account of where AI is generating real commercial returns in eCommerce operations right now.

Technical7 min read

What Shopify Checkout Extensibility actually unlocks (and what's still off limits)

Checkout.liquid is gone. Checkout UI Extensions are the replacement. Here's an honest account of what you can now build, what you still can't, and how to think about the tradeoffs.

Strategy6 min read

Hiring a fractional CTO, an agency, or a freelancer: which one do you actually need

The three options overlap enough to cause confusion, but they're solving different problems. Here's how to think through the decision based on what you're actually trying to do.

Strategy6 min read

The CRO work that actually moves the needle on Shopify

Most CRO recommendations on Shopify stores are either obvious or wrong. The meaningful lift comes from a few specific places. Here's where to look.

Technical8 min read

Shopify Metaobjects: the feature most stores still aren't using properly

Metaobjects are the most underused structural feature in Shopify. Here's what they actually enable and when to reach for them instead of metafields.

Technical9 min read

Migrating from WooCommerce to Shopify: what actually breaks

Most migration guides focus on what goes right. Here's what actually breaks — the parts that project managers don't mention and developers discover at midnight.

Strategy7 min read

When to leave Shopify (and when not to)

Shopify handles most eCommerce requirements well. The cases where it genuinely can't are specific. Here's how to think through the decision without the vendor bias.