E-commerce & Shopify
Headless builds, Liquid themes, storefront performance and the decisions behind going headless at all.
Shopify Subscriptions: What Nobody Warns You About
Recurring revenue is the easiest thing to sell internally and the hardest to run. The failure modes are operational, not technical — here they are.
Metafields Without Slowing the Store Down
Custom product data is how a Shopify store stops looking generic. It is also how a collection page ends up making four hundred lookups per render.
Reading an Experiment Result Without Fooling Yourself
The test finished and the number is green. Here is what to check before you ship it, and the ways a result can be real and still not repeat.
How Much of Shopify Checkout Can You Change?
Less than you want and more than you think. What is configurable, what needs Plus, what needs an extension, and what you should not touch at all.
Figma to Shopify Without Losing the Design
A design that looks perfect in Figma and wrong in the theme editor failed at handoff, not at build. What the file needs before anyone writes Liquid.
Product Schema on Shopify, Done Properly
Rich results need structured data that matches the page exactly. Most Shopify themes emit something close enough to look fine and wrong enough to fail.
What Actually Belongs on a Product Page
The page that decides the sale, element by element — in the order a buyer needs them, and with the things that only add weight left out.
A/B Testing a Shopify Store with PostHog
Feature flags, experiments and session recordings on a Liquid theme — without a dedicated testing tool, and without the flicker that ruins the result.
The CRO Loop: How Conversion Work Actually Runs
Measure, hypothesise, build, test, decide, repeat. The loop is simple and almost every team breaks it in the same three places.
Custom Theme or Premium Theme? How I Decide
A £300 theme covers most stores completely. A custom build is right for a narrow set of them. The deciding factor is usually not what people think.
Making a Shopify Theme Fast Without Going Headless
Most slow Shopify stores are slow for four reasons, none of them Shopify. A day of the right work usually beats a quarter of rebuilding.
Where Ecommerce Conversion Actually Leaks
Most stores lose more revenue between the product page and the cart than anywhere else — and fix the homepage instead. Where to look, in order.
Is Headless Shopify Worth It? An Honest Answer
Going headless cut one store’s load time by 58% and lifted mobile conversion 24%. It also cost more to build and more to run. When that trade makes sense.