Customer segments that are worth building
A segment earns its existence when something specific happens differently because of it. Most stores have thirty segments and four decisions.
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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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Design tokens between Figma and a Shopify theme
A Shopify theme already has a token layer — theme settings, colour scheme groups and font settings. The work is deciding which tokens the merchant owns, not building a pipeline.
Marketplace listings and the inventory they will oversell
You cannot make two buyers on two channels take the same unit safely. The design question is not how to prevent oversell — it is how much you will accept, and who pays for it.
Reading the Summer Edition like an engineer
The Edition is the announcement. The changelog and the API version schedule are the documents that actually bind you, and only one of the three has a deadline in it.
Modelling made-to-order and lead times in Shopify
The hard part is not taking the order. It is making one number — how long this will take — true on the product page, in checkout, in the confirmation email and on the phone.
Cart abandonment email is not a conversion strategy
It recovers less than the report claims, it only reaches people who already gave you their address, and it is usually a plaster over a checkout problem you could fix.
Crawl, render, index: what search engines do with a Shopify store
Three separate stages, three separate failure modes. Most Shopify SEO problems are one stage being blamed for another stage’s fault.
Peak planning starts in May
Not because the work takes six months. Because anything structural needs a full trading cycle in production to prove, and there is no staging environment that generates your November.
When a custom app becomes a product
You built something for one store and it works. Turning it into an App Store listing is not a distribution change — Shopify will not let it be one. It is a second app and a second business.
Reviews, UGC and the trust layer of a product page
Every percentage you have been quoted for what reviews do to conversion came from a company selling reviews. The mechanism is real; the number is not transferable.
Rate-limited, retried and idempotent: integration fundamentals
Three properties that only work together. Without idempotency you cannot retry safely; without retries you cannot survive a rate limit; without respecting the limit your retries are the outage.
Localising content without duplicating your catalogue
The instinct is to clone — a second store, or a second product record per country. Shopify separates availability, price and language from the product itself so you do not have to.
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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.