Blog
Practical writing on Shopify, e-commerce SEO, and running an online store.
How Kate Spade Runs Two Holiday Campaigns at Once Without Letting Either One Suffer
Kate Spade New York expertly blends style and storytelling in seasonal campaigns, showcasing their unique approach to Gated Promotions.
What Three Years Working with Emily McCarthy Taught Us About E-commerce Growth
Three years working with Emily McCarthy: what a monthly performance review cadence and long-term collaboration do for e-commerce growth.
Gated Sales Done Right: What Frēda Salvador Gets That Ulla Johnson Doesn't
Two fashion brands, the same email-gated sale mechanic, very different results. What Frēda Salvador gets right about gated sales that Ulla Johnson misses.
How I Use AI in My E-commerce Consulting Practice Every Day
An honest account of where AI genuinely helps in e-commerce consulting, where it falls short, and the tasks we're still deliberate about handling ourselves.
Why We Moved Away from Project-Based Work — and What We Do Instead
Why we moved away from project-based work: e-commerce isn't episodic, and a scope-and-close model leaves stores worse off. What we do instead.
What MatchesFashion's Collapse Tells Us About the Limits of Luxury E-commerce
MatchesFashion was beautifully built and still failed. What its collapse reveals about the structural economics of luxury e-commerce, not the execution.
A Year in E-commerce: The Projects That Pushed Us in 2024
A look back at the 2024 Shopify projects that pushed us hardest — from HIPAA-compliant medical commerce to high-fashion builds, and what each one taught us.
The Post-Holiday E-commerce Checklist: What to Do When You're Running on Empty
A post-holiday e-commerce checklist for when you're running on empty. High-return tasks, none longer than 30 minutes, to close out peak season properly.
How to Build a Wholesale Channel on Shopify Without Shopify Plus
You don't need Shopify Plus to run wholesale. How to build an automated B2B channel on standard Shopify — and why a separate store is usually a mistake.
How to Tell If Your Shopify Store's Technology Is Out of Date
How to tell if your Shopify store's technology is out of date — theme maintenance, Online Store 2.0 support, app conflicts, and the risks of falling behind.
How to Find and Analyze Bounce Rate in Google Analytics 4
Bounce rate works differently in GA4. Where to find it, how engagement rate replaced it, and what these numbers actually tell you about your Shopify store.
Signs It's Time to Rebuild or Upgrade Your Shopify Store
How to tell the difference between a Shopify store that needs maintenance and one that needs rebuilding — and what each path actually costs you.
How an Email Preferences Page Reduces Unsubscribes and Improves List Quality
An email preferences page turns unsubscribes into adjustments. How it reduces list churn, improves segmentation, and gives you better campaign data.
4 Email Marketing Priorities to Set Before the Year Starts
Four email priorities worth setting before the year starts — reviewing last year's data, cleaning your list, and planning campaigns that actually earn.
How to Use Google PageSpeed Insights to Evaluate Your Shopify Store's Performance
How to run Google PageSpeed Insights on your Shopify store, read the four score categories, and work out which recommendations are worth acting on.
How to Hard Refresh Your Browser and Clear Your Cache
Changes to your Shopify store not showing up? How to hard refresh your browser and clear your cache in Chrome, Safari, Firefox, and Edge.
Why Every E-commerce Team Needs a Centralized Performance Dashboard
Data scattered across GA4, ad platforms, Klaviyo, and Shopify reports isn't a reporting system. Why a centralized e-commerce dashboard changes decisions.
How to Improve Your Shopify Store's Search Rankings: A Practical Guide
A practical guide to improving your Shopify store's search rankings — content that answers real queries, on-page optimization, and the technical basics.
How E-commerce SEO Is Different (And Why It Matters for Shopify Stores)
E-commerce SEO isn't blog SEO. How catalog scale, site structure, and buyer intent change the approach for Shopify stores — and what to prioritize first.
How to Write Title Tags and Meta Descriptions That Actually Perform
How to write title tags and meta descriptions that earn clicks — character limits, keyword placement, and what to do across a large product catalog.
One Product or Many? How to Structure Color Variants for SEO
Should each colour be its own product page or a variant on one? The framework we use to structure Shopify colour variants for search, and when each wins.
SEO for Shopify Stores with Frequently Changing Inventory
How to build search equity when your Shopify catalog turns over constantly — stable category structure, redirect strategy, and handling discontinued products.
Technical SEO for Shopify: What to Audit and Why It Matters
What to audit in a Shopify technical SEO review — crawlability, indexation, site speed, structured data — and why the foundation determines everything else.
Why Accessibility Matters for Your Shopify Store — and How to Start
Why Shopify store accessibility matters beyond legal risk — ADA exposure, the customers you're excluding, and practical places to start making improvements.
Image SEO for Shopify: Why File Names and Alt Text Matter More Than You Think
Image SEO is the most neglected part of most Shopify catalogs. Why file names and alt text matter, and how to fix them without renaming everything at once.
Keyword Research for Shopify Stores: A Practical Starting Point
A practical starting point for Shopify keyword research — build the topic list from your customers first, then validate it with tools rather than the reverse.
Why We Build on Shopify: A Practical Case for the Platform
Why we build on Shopify after years across other e-commerce platforms — merchant usability, scale, ecosystem, and where the platform genuinely earns its keep.
How to Think About Your E-commerce Tech Stack
How to choose an e-commerce tech stack around real requirements rather than a wishlist — integration, scalability, and the cost of getting it wrong.
Shopify vs Shopify Plus: Which One Does Your Store Actually Need?
Shopify vs Shopify Plus, compared plainly — features, pricing, and when upgrading actually pays off, so you pick the right plan for the stage you're at.