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Notes from the build queue

Specific write-ups on theme performance, checkout extensibility, and the CRO tests we actually run.

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PERFORMANCE · 6 MIN READ

The five apps quietly costing you 1.2s of load time

How to audit third-party scripts on a live Shopify store without breaking your tracking or your reviews widget.

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CRO · 8 MIN READ

What actually moved product page conversion in 2026

Nine tests we ran across client stores this year, the three that repeated, and the ones that were flat.

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SHOPIFY PLUS · 5 MIN READ

Checkout extensibility, one year after checkout.liquid

What you can and cannot customise now that checkout.liquid is gone, and where the remaining gaps are.

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HEADLESS · 7 MIN READ

When Hydrogen is the wrong answer

Headless is a cost, not a feature. Here is the checklist we use to decide, and when we tell clients to stay on Liquid.

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THEME BUILD · 4 MIN READ

Why we ship every theme with a design token layer

One settings layer instead of colour edits across twenty files — and what that means when you rebrand.

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MIGRATION · 9 MIN READ

A WooCommerce migration that kept every ranking

The redirect map, the QA pass and the post-launch monitoring we run on every platform move.

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ENTERPRISE MIGRATION · 10 MIN READ

Magento to Shopify Plus Migration: The Complete Technical & Data Playbook

How to extract, sanitize, and migrate 100k+ SKUs, complex B2B tiered pricing, and preserve 100% of organic Google rankings without a single day of revenue downtime.

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SCALING COMMERCE · 8 MIN READ

WooCommerce to Shopify Plus: Handling 100k+ SKUs Without SEO Drops

Overcoming WordPress postmeta database lockups, restructuring deep nested category trees, and migrating high-SKU stores to Shopify Plus.

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HEADLESS ARCHITECTURE · 9 MIN READ

Shopify Liquid vs Hydrogen (Headless): Performance, Cost & TCO Breakdown for 2026

A definitive financial and technical evaluation for $5M–$50M GMV brands deciding whether headless Hydrogen is worth the engineering investment.

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PERFORMANCE CASE STUDY · 8 MIN READ

How We Fixed Core Web Vitals (INP & LCP) on a Shopify Plus Store Doing 50k Daily Visits

Step-by-step Chrome DevTools trace walkthrough: cutting LCP from 4.4s to 1.1s, slashing INP from 380ms to 68ms, and lifting mobile ad conversions by +18%.

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