Insights
How we think about business systems.
Notes on diagnosis, ecommerce operations, and the difference between the requested fix and the real constraint.
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Why does GA4 show leads when no inquiries arrived?
Short answer: GA4 can count the action your tracking was configured to measure without proving that a real person contacted you. Check…
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Should Retail and Wholesale Use One Shopify Site or Two?
Short answer: If retail and wholesale customers buy mostly the same products, one Shopify store can usually serve both. Use customer access,…
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Why are visitors landing on a 404 page on my Shopify store?
Short answer: open Shopify’s Sessions by landing page report, sort it by sessions, and open the addresses at the top that you…
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Should I build a password-protected wholesale page on Shopify or use Faire Direct?
Short answer: decide first where your wholesale buyers will check out. If they should see their own prices and order on your…
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Can I move from Squarespace to Shopify without losing my reviews, customers and orders?
Short answer: yes, but none of the three moves with your products, and each needs its own route. Squarespace can’t export reviews,…
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Shopify Payments was disabled on my store. How do I take cards again?
Short answer: if Shopify’s notice says Shopify Payments can’t process what you sell, plan on a third-party provider; the notice we’ve seen…
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Why can’t customers check out on my Shopify store?
Short answer: start with Shopify’s status page, because sometimes it really is Shopify. If checkout shows as working there, place a real…
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Why am I not receiving emails from my website’s contact form?
Short answer: most of the time the form itself is fine. What breaks is the path from your site to your inbox.…
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Stop Optimizing Effort. Start Optimizing Structure.
Most ecommerce businesses don’t fail because people aren’t working hard enough. They fail because the structure of the business can no longer…