Blog

Notes from the build.

Practical writing on ecommerce engineering, AI automation, custom software and running technical projects that actually ship.

Why most Shopify stores outgrow their theme before they outgrow Shopify

The platform is rarely the bottleneck. The theme, the app stack and the data model usually are — and each has a different fix.

What AI automation actually replaces (and what it doesn't)

Agents are good at the work nobody wants to document. They are bad at the work nobody has decided how to do yet.