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36 posts
About
Outsourcing fulfilment is usually framed as a cost comparison, which is the least useful way to approach it, because the numbers are close enough that the real differences are elsewhere.
4 min read
About
The highest-converting message most stores send, usually set up once from a template and never examined. The parts that matter are not the ones the templates emphasise, starting with a distinction most setups miss.
5 min read
About
Most email revenue comes from automated messages triggered by what a customer did, not from campaigns. And the quality of those flows is bounded by what your store tells your email tool, which is usually less than people assume.
4 min read
About
They get talked about as competing choices and they are not. One rule about where each kind of data lives prevents almost every expensive version of this mistake.
4 min read
About
General SEO advice assumes every page is deliberate. A store generates thousands automatically from a catalog that changes daily, and that difference produces the problems that actually decide whether it ranks.
4 min read
About
People using your search box have told you exactly what they want, which makes them the most likely to buy and the most annoyed when they do not find it. Three free reports will tell you where the loss is.
4 min read
About
The money in your bank is not the money your store recorded, and the gap is not an error. It is everything that happens between a customer paying and cash landing, and books that do not model those steps will never reconcile.
5 min read
About
Most analytics setups measure traffic in detail and revenue badly, because the standard tools analyse sessions and a store cares about orders, customers and margin. Here is which system to trust for which number.
4 min read
About
Four of the five reasons customers dispute a charge are your operation rather than a criminal. That is good news, because those are the ones you can fix, and the biggest one is a ten-minute setting.
5 min read
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The expensive mistake is not the fraud you miss, it is the real customers you refuse. They do not complain, so the cost never shows up in a report, which is why teams tune ever tighter and never notice.
5 min read
About
PCI compliance is a contractual obligation, not a law, and how much of it applies to you is decided by one question: does card data ever touch a system you control?
5 min read
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Replatforming is estimated by the build and paid for by everything else. The store gets rebuilt roughly on schedule; the traffic, the integrations and the historical data are where the year goes.
5 min read
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Feed management gates paid performance, because a disapproved product cannot be advertised no matter how much you bid. Most feed problems come from one cause, and it is not the one people go looking for.
5 min read
About
Most CRO fails because the maths of A/B testing does not work at the volume most stores have, and nobody says so. Here is the honest method for each side of that line.
5 min read
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A product is described in more places than anyone remembers, and every one of them is a copy that drifts. PIM is the discipline of having one authoritative version, and the decision that matters is not which tool.
5 min read
About
B2B is sold as retail with bigger orders. Almost every difference comes from one fact: price is not a property of the product, it is a property of the relationship. The rest follows from that.
5 min read
About
A subscription is not a repeated order. It is a relationship with a state that changes between charges. What separates platforms is how much of that state they can express, and four demo operations will tell you.
5 min read
About
High risk is not a judgement about your honesty. It is a category in somebody else's risk model, about chargebacks and regulation. What gets you classified, what it costs, and the mistake that turns a manageable problem into a frozen account.
5 min read
About
The phrase covers four jobs priced between a few hundred dollars and a few hundred thousand, and nobody selling it has an incentive to tell you which one you are buying. Two questions decide it, and both are about your business.
5 min read
Vibe Coding 🥀
A million tokens of context and a hallucination rate down from 12.2% to 4.2%. What that genuinely changes for anyone vibe coding a business, and the class of problem no benchmark moves.
4 min read