The quiet problems that cost stores the most
Most e-commerce brands lose money in places that never show up as an error:
- Tracking gaps. When ad platforms only see some of your purchases, their algorithms optimise toward the wrong customers and your cost per acquisition climbs. Most stores have duplicate pixels, missing purchase events or broken consent mode, and nobody notices.
- Platform deadlines. Shopify is retiring Scripts and older checkout customisations. Stores that relied on them for discounts, shipping logic or payment rules need to move to Functions and checkout extensions, or that logic silently stops working.
- Legal exposure. US website accessibility lawsuits keep rising, and most target e-commerce sites. In the EU, the European Accessibility Act now applies to many online shops. An overlay widget doesn’t fix the underlying problems.
What I build for e-commerce brands
- Server-side tracking. GTM server containers (on Stape or your own cloud), GA4, Meta Conversions API and other platform APIs, with deduplication, consent mode v2 and a measured before/after comparison.
- Shopify apps, Functions and checkout extensions to replace Scripts and to build the custom discount, bundling, shipping and B2B logic your store needs.
- Accessibility audits and remediation. WCAG 2.2 testing with automated scans plus manual keyboard and screen-reader checks, then fixes in your theme code.
- 3D product configurators for customisable products: furniture, apparel, signage, parts. Live price updates and the quote or add-to-cart step happen in the same view.
- AI search visibility, so ChatGPT, Perplexity and Google’s AI answers can understand and recommend your products.
Start with the free check
Not sure where your store is leaking? Run your store through the free tracking and accessibility checks on the tools page. They show what’s broken before you spend anything.
How a tracking fix is measured
Tracking work is easy to claim and hard to verify, so every engagement starts and ends with numbers:
- Baseline. I compare a week of orders in Shopify against the purchases each ad platform reports, and record the event match quality and duplicate rates.
- Fix. I build the server-side container, Conversions API events, deduplication keys, consent mode and correct purchase values, including discounts, shipping and currency.
- Verify. After launch I run the same comparison again. You get a short report showing the before and after match rates, so the improvement is measured, not promised.
The same discipline applies to accessibility work (a before and after audit score, plus a list of the issues fixed) and to configurators and checkout changes (conversion and add-to-cart rates, compared with the previous period).
Who I work best with
I work best with brands spending real money on paid acquisition, selling enough each month that a few percent of better data or conversion matters. That might be a growing DTC brand, a B2B store with complex pricing, or an established retailer modernising an older setup.