ecommerce01
Choosing between Shopify and custom
Where the platform stops helping and bespoke work starts paying for itself.
/ 3 min
The journal
Useful ideas for
the next chapter.
Platform decisions, replatforming risk, checkout friction and where merchandising velocity actually comes from.
About this topic
Why we keep
writing about it.
2 articles · E-commerce
Commerce is the one discipline where every technical decision has a same-day revenue consequence, and where the trading calendar refuses to move for your release schedule. That changes how work should be sequenced far more than it changes how it should be built.
These pieces are about choosing between Shopify, headless and custom without romance; migrating without losing orders, URLs or rankings; and finding the friction in a checkout by measuring it rather than by guessing where it hurts.
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Five things we
write about.
Each topic collects the arguments we find ourselves repeating in first meetings, written down properly so you can read them instead.
Web development
3 piecesBriefs, structure, platform choices and why accurate websites so often fail to persuade anyone.
App development
1 pieceRetention, states, release engineering and the decisions that separate an app people keep from one they delete.
E-commerce
2 piecesPlatform decisions, replatforming risk, checkout friction and where merchandising velocity actually comes from.
Platform & support
2 piecesCore Web Vitals, accessibility, security and the compounding value of work nobody notices.
Agency practice
2 piecesHow we work, what we refuse, and the arguments we would rather have in week two than week ten.
Editorial policy
Why there is no
posting schedule.
We publish when we have learned something worth another team’s ten minutes, which works out at roughly one piece a month. There is no content calendar, no keyword-led brief and no ghostwriter, because articles written to fill a slot read exactly like articles written to fill a slot.
Everything here is written by the people doing the work, and every recommendation has been tested on a real engagement — including the ones where we got it wrong first. Where a claim is contested, we say so rather than presenting a preference as a finding.
Nothing is gated. If a guide is useful, it should be useful before you speak to us.
A better brief starts here
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