Notes from work.
I find out which of your costs pay you back, and which do not. That means your ads, your apps, and the code that counts your sales. I do not take Google's or Meta's word for it. The same problems turn up in store after store. These notes are the write-ups. No sales tricks, no filler. About one piece a month, written when I have something worth saying.
Tie new store routines to ones that already run: why the checks you add keep dying
New store checks fade after a few weeks. Tie each one to a job you already do, and it lasts.
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The plan was wrong in the safe direction: why promising less is how you plan
A launch date you miss costs more than one you beat. Plan your launches, restocks and sales to land early.
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Shopify is rebuilding its own tools to assume an AI wrote the code
Shopify is changing its tools for AI that writes code. What that means for where you spend on your store.
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When a Shopify theme audit takes five minutes, what are you actually paying for?
A tool scans your store design in minutes. You pay for knowing which fixes bring sales, and in what order.
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Your dashboard isn't lying, but it isn't telling you the truth either
Meta counts more sales than Shopify took. Google lists none of your products. How numbers drift, and which to trust.
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Who owns your Shopify tracking when it breaks?
Sales stop being counted, and your marketer and developer blame each other. Who should own the code that counts sales?
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The Shopify-to-marketplace feed nightmare, and why it breaks on every catalog change.
Change a product in Shopify and your Amazon or Walmart listing can vanish. Why it happens, and who should watch.
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Why your Shopify products aren't showing in Google.
Shopify says Google is connected, yet Google shoppers cannot find your products. Five places it breaks, and why nobody notices.
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Your reviews may be invisible to Google and AI.
Shoppers see your reviews. Google and AI answer tools do not. Usually the review app skips the labels Google reads.
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From 2,053 errors to 9: what a Google Merchant Center recovery actually looks like
A store had 2,053 errors in Google's product listing. Eight weeks later, 9. The fixes, and what to check yourself.
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When the fix you ask for is not the fix you need.
Owners often ask for the fix they see, not the one they need. How I check before I quote anything.
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The Shopify projects I refuse to take.
Most consultants quote anything that pays. Four kinds of project I turn down, and why saying no protects your store.
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The cheapest speed win on Shopify is removing apps.
Most slow stores are slow from apps, not Shopify. What each app costs in speed, and why cleanup pays off.
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The migration most established Shopify brands don't actually need.
Moving to a new system sounds bold. Often it just dodges the real problem. What I ask before quoting one.
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Estimating fairly when you don't know what you'll find.
"How long will this take?" Honestly, I often don't know yet. How a paid check gets you a real price.
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