Image delivery: formats, sizing and the CDN you already have
Shopify already resizes, converts and caches your images. Most slow stores are slow because the theme asks for the wrong size, not because the CDN is missing.
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Writing from the people doing the work
Specific, opinionated writing on Shopify Plus architecture, migrations and selling internationally — including, often, the argument for not buying the more expensive option.
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Loyalty and retention: what actually brings people back
Points schemes mostly reward people who were coming back anyway. The things that genuinely drive repeat purchase are duller and harder to install.
The Admin GraphQL API: pagination, cost and bulk operations
Most Shopify integrations are throttled because they ask for too much per query, then retry harder. Read the cost object and the problem goes away.
Shop Pay, express checkout and the conversion you are leaving
Express checkout removes the slowest part of buying. The caveat is that every vendor quoting you a lift is quoting their own marketing.
Collection pages are your best SEO asset
Product pages chase terms nobody searches. Collections match how people actually look for things — and most stores ship them as a bare grid.
Migrating a store mid-season, and why you usually should not
Replatforming is a project you finish, then watch. Launching into your trading peak removes the watching part.
Webhooks, retries and the orders you never processed
Webhooks are how most Shopify integrations hear about orders. They are also delivered at least once, out of order, and sometimes not at all.
The product page audit: twenty things worth checking
A product page has one job and about twenty ways to quietly fail at it. This is the list we work through on a store audit.
Theme architecture: settings, blocks and the limits of each
Sections, blocks and settings each solve a different problem. Using the wrong one is how a theme becomes unmaintainable.
Planning a Shopify roadmap you can actually deliver
Most ecommerce roadmaps are a list of things somebody wanted. Here is how to build one that survives contact with a trading year.
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Free store audit
A senior Shopify engineer reviews your storefront, theme performance and checkout, then sends a prioritised list of fixes.