eCommerce and product notes from our own projects.
Platform comparisons, CRO research, MVP scoping and performance work, written by the people doing the work, with the things we got wrong left in.
Latest writing.
Commerce, conversion, product and design, written by the people doing the work.
Quick commerce and ONDC: what a D2C brand should actually do
Which categories quick commerce actually works for, what listing costs, the cannibalisation test nobody runs, a realistic view of ONDC, and the channel map that holds…
COD, UPI and returns: Indian D2C economics that actually work
What a refused COD parcel really costs, the five numbers to measure, nine levers for prepaid share and RTO in the order we would pull them,…
Shopify Plus vs a custom build: how to actually decide
What an enterprise commerce plan actually buys, the three boundaries where it stops, the four questions that decide a custom build, and the middle option that…
Headless commerce: when it is worth it, when it is an expensive mistake
The honest threshold for headless commerce: the three reasons that justify it, the five-question test, what you take on that used to be included, and the…
Amazon to D2C: what it takes to own the customer
The honest arithmetic of moving from Amazon to direct: what the fee was actually buying, the four capabilities you take on, why day one is silent,…
Shopify vs WooCommerce for brands doing $500k+
A Shopify vs WooCommerce comparison written for stores at scale: checkout control, the cost curve, who maintains it, dependency shape, and the five claims that do…
Selling a heavily regulated product online: what actually stops you
Payment processor redundancy, state-level restriction as a data model, what you cannot say in product copy, and why acquisition inverts when you cannot buy traffic.
Mobile checkout: where the money actually leaks
The eight mechanical leaks in a mobile checkout, how to tell a behavioural gap from a fixable one, the five states worth forcing on a phone,…
Eight product pages taken apart: what converts, what doesn’t
Eight anonymised product page teardowns across eight categories, the eight questions every product page has to answer, the failures that repeat, and a scorecard to run…
How many visitors do you need before an A/B test means anything?
The sample size arithmetic behind A/B testing, a table you can read against your own traffic, the five mistakes that make bad tests worse, and what…
Average order value beats conversion rate: the maths most stores get wrong
Why average order value is usually the easier lever, the arithmetic that compounds it with conversion, five mechanics in order, and how to set a free…
The checkout audit: what we check before touching a single pixel
The eight-station checkout audit we run before any design work, the five run-throughs everyone skips, the findings that recur across every store, and how to prioritise…
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