Twenty years of building stores, and the last nine on Shopify.

I started building online stores on WordPress with WooCommerce. Then came Magento, Drupal, and Joomla. Every platform had something going for it, and every one of them found new ways to break once a store got big.

Around 2017 I moved almost all of my work to Shopify. Most of what I do now is Shopify development and optimization: building stores, repairing them, and making them faster. I think of myself as a Shopify developer first, with a specialty in performance, usability, and store architecture that search engines can actually read.

From 2007 to now I have also worked on house plan websites. That niche brought its own problems: complex variants, digital delivery, huge image libraries, and rendering files nobody else wanted to touch. After working through several platforms, Shopify turned out to be the most reliable option for that kind of business.

How I work

I read the code before I recommend anything. That sounds obvious. In practice, a lot of "optimization" is a list of generic fixes applied to a store nobody looked at.

I test on a real phone with a slow connection, because that is what most of your shoppers have. I check what the store sends to Google, not what the theme demo promised. When something is broken because of an app, I say so, even when the app was expensive.

I am based in Southwest Florida, in Lee County. I work remotely and I answer email within a day.