Image and video on product pages: the cost and the payoff
Video helps when it answers a question a photograph cannot. For most catalogues that is a small number of products, and the fourth photo would have done more.
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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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Gift with purchase, tiered discounts and cart-level promotions
The discount system reduces prices. It does not put things in carts. Once you know which half of the problem you are solving, the build stops being a fight.
The free store audit: what a senior engineer actually looks at
Most free audits are a crawler’s output with a logo on it. Here is what can genuinely be established from the outside, what cannot, and how to tell the difference.
Loading strategy: what to defer, what to inline, what to drop
Every speed project is the same three decisions applied to every file the page asks for. Most of them start with the wrong one.
ERP-first or Shopify-first: where the catalogue lives
Which system a product is born in decides more about your integration than which connector you buy. Most stores with a real ERP should be ERP-first, and a good number of them should not.
Multi-store governance on Shopify Plus
Shopify gives you the organisation layer — users, billing, reporting. Everything that actually drifts between stores is yours to govern, and drift is what makes the fifth store cost more than the first four.
Writing FAQs that answer engines will quote
Google stopped showing FAQ rich results, which removes the bad reason to write them and leaves the good one. A quotable answer is self-contained, specific and forty words long.
Consent, tracking and a marketing stack that still works
You will measure less than you did, and the honest response is to make the smaller set reliable rather than to buy the precision back. Where the tracking actually breaks is rarely the banner.
Product bundles: inventory, pricing and the four ways to build them
Stock belongs to the components, price belongs to the thing the buyer adds to the cart. Get those two right and the build is a detail; get them wrong and you oversell for a season.
Headless for one template, theme for the rest
Partial headless is a legitimate destination, but it is three different architectures wearing one name — and only one of them is cheap. The cart decides which you can have.
The staging strategy for a store that never stops trading
Shopify has no staging environment and is not going to grow one. What it has is enough — if you know which of the four available environments each kind of change belongs in.
Attribution models: what to believe after the cookie
Every platform reports a different number and each is internally consistent. Pick one as the ledger, treat the rest as opinion, and test the things that actually decide budget.
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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.