Practical writing on the things I actually do — Shopify performance, conversion engineering, WooCommerce architecture, AI automation. No SEO bait. No content-farm posts. Just the lessons that are worth writing down.
WooCommerce stores are slow for the same reasons over and over. The five plugins, the two server-side mistakes, and the fix that always works — from an engineer who's optimized 80+ WooCommerce stores.
Read post →Shopify has three app types and the terminology is genuinely confusing. Here's the decision tree I use with clients — what each one costs, what each one limits, and which one wins for your situation.
Read post →Agencies pitch process, project managers, and scale. Freelancers pitch hands-on senior work. Here's what each model actually costs, when each one wins, and the hybrid most clients should consider.
Read post →The full technical SEO audit I run on every new Shopify client. 32 checks across crawl, indexing, on-page, structured data, and Core Web Vitals — with the exact tools and target values.
Read post →The honest math on when Shopify Plus earns its $2K/month premium — and the four signs you should stay on Advanced and save the cash for engineering instead.
Read post →Ten red flags I've watched founders ignore, the questions that filter 80% of bad hires in one email, and what senior Shopify dev rates actually look like in 2026.
Read post →The four metrics that matter, the apps quietly killing your Lighthouse score, and the four-hour audit any operator can run today.
Read post →One email per published post. Roughly monthly. Unsubscribe in one click.