Your store sells, but not what it should
Traffic comes in, orders happen, and the numbers still do not add up. Before spending more, you need to know where the money is escaping.
See the growth plansYour store doesn’t undersell by accident. There’s a system underneath.
I find out why your store sells less than it could, and I stay until it is fixed. If you have not started yet, we build it right from day one.
You want to launch and do not know where to begin
Platform, catalog, pricing, shipping, payments. It can be built in a month or lose six months to indecision. The difference is the order the decisions come in.
See the launch plan 01 How I see it Selling more isn’t
Selling more isn’t
one thing. It’s four.
Treating them separately is where almost every problem starts: the product page gets redesigned without touching speed, ad spend goes up on top of navigation that cannot carry the traffic. My job is to look at all four at once.
Experience
The only part the customer ever sees.
Commerce
Catalog, variants, cart and checkout.
Growth
What turns a visit into a purchase, and into the next one.
How I raise conversion →Technology
The theme, the apps and the code holding it all up.
Shopify development → 02 Selected work
Stores that sell better today.
-
W01 Bell's Cookies
Rebuilt how the product is presented and the path to payment, mobile above all: fewer steps between seeing something and buying it.
- Buying experience
- Product presentation
- Path to checkout
-
W02 Baobab
A premium fashion store. Reordered the catalog so what people look for can be found, and set up the brand so it can grow without being rebuilt.
- Catalog
- Visual hierarchy
- A base for testing
-
W03 American Eagle
Prepared the store to hold up under traffic campaigns: clear product navigation and everything built mobile-first, which is where most people arrive.
- Buying experience
- Product navigation
- Campaign-ready
-
W04 Tigogreen
Focused on the product page: make it clear what you are buying, make the decision easier, and support the customer coming back.
- Product page
- Help deciding
- Repeat purchase
- See
all
03 How I work Understand first.
Understand first.
Then touch it.
Nobody should touch a store that is making money without knowing where the money is being lost. We go down layer by layer, from what you see to what produces it, and every layer leaves something delivered.
000m
-
Where the money is being lost
I look at the numbers, the funnel, the catalog, the mobile experience and what sits under the theme. The problem is almost never where people think it is.
- Numbers
- Funnel
- Catalog
- Mobile
-
What lifts sales and what does not
We order by impact on sales, not by what looks impressive. Almost no business needs everything fixed: it needs two things fixed.
- Plan
- Estimated impact
- What not to do
-
I build it, I do not hand it off
This is where most consultancies deliver a report and leave. I go into the theme: custom sections, integrations and production-ready code.
- OS 2.0 sections
- Integrations
- My own code
-
Measuring whether it actually sold more
Every change ships carefully and gets measured against the previous period. If a change does not sell more, it comes out: it does not get defended.
- Measurement
- Iteration
- Report
04 I do it myself Consulting that also
Consulting that also
builds it.
Most consultants hand over a report and leave; most developers build what they are told without questioning it. There is no handover here: the person who diagnoses is the person who writes the code. Point at one and you will see what it connects to.
Direction
- Strategy
- Priorities
Experience
- Experience
- Store design
- Catalog
Engineering
- Platform
- Development
- Speed
- Integrations
- Operations
Evidence
- Conversion
- Analytics
- Retention
05 Notes
Strategy, tutorials and thinking on Shopify, CRO, UX and ecommerce development. What I keep learning in real stores.
All articles- What an ecommerce audit is, and when you actually need one An audit is not a list of 200 errors. It is finding out where the money is leaking before you spend more. What it covers, what you should be handed, and when you do not need one.
- Migrating from WooCommerce to Shopify without losing the SEO you already had Migrations do not break on the products — they break on the URLs. What to map before touching anything, how to handle the redirects, and what to watch for the four weeks after.
- How to improve your Shopify store speed in 2026 What makes a Shopify store slow and how to fix it: fewer apps, lighter images, and a page that does not wait for anyone. Every extra second costs sales.
06 Free guide Before you scale
Before you scale
your ecommerce
The fundamentals to go through before you put more money into ads, people or technology.
- The numbers of the business, explained without jargon
- A 10-area audit and a priority matrix
- A thirty-day action plan
See the guide
- 50
- 10
- 30
Let’s look
underneath.