Thinking
Writing on Shopify, ecommerce design, commerce architecture, conversion, performance and building premium digital commerce experiences.
Your Shopify Store Is More Than a Website
Why thinking of your Shopify store as 'just a website' limits its commercial potential.
When Does a Brand Actually Need a Shopify Redesign?
Not every problem requires a redesign. How to know when it is time — and when it is not.
WooCommerce to Shopify: What a Migration Really Involves
A clear-eyed look at what goes into moving a commerce operation from WooCommerce to Shopify.
Designing a Shopify Store That Doesn't Feel Like a Shopify Store
How to build a Shopify storefront that feels genuinely bespoke — without fighting the platform.
Theme Architecture: Designing for the Store Behind the Store
The theme architecture is the invisible system that determines how flexible, maintainable and scalable a Shopify store really is.
Where Conversion Rate Optimisation Actually Starts
CRO is not about button colours. It starts with understanding why people are not buying.
Performance Is Part of the Design
A slow Shopify store is not a technical problem. It is a design failure.
From Brand Experience to Commerce Infrastructure
The best Shopify stores work at two levels: the experience the customer sees and the infrastructure the business runs on.