Growing high-end fashion brands where brand is everything and now building the agentic commerce infrastructure that keeps you visible, trusted and buyable in an AI-first marketplace.
I use a framework which breaks down what AI shopping agents need from a Shopify catalogue into four pillars: structural data depth, semantic context, operational reliability, and transactional execution. What it doesn’t explain is the layer that sits underneath all four of those pillars. The layer that determines whether
A brand I work with asked me a few weeks ago whether they needed to do anything about AI shopping agents or whether it was still too early to worry about. I said it was past the point of being too early to worry about, and that the question of
I was building a weekly performance report for a brand a few months ago. Pulling sessions from GA4, orders from Shopify, dividing one by the other to get conversion rate. Standard setup. The GA4 figure came back at about 58,700 sessions for the period. The Shopify sessions figure for
I was reviewing a monthly performance report with a brand I work with. The paid social numbers looked good. ROAS was up, cost per acquisition was down, the agency had put together a clean slide deck with a lot of green arrows. The founder seemed happy. I asked what had
Almost every brand I've worked with hits the same wall. The Head of Ecommerce reads one of my earlier pieces on entity trust and AI shopping agents, forwards it to their developer, and gets back a version of the same question: "Okay, but what should it actually
We discovered a loop in our welcome email flow which meant customers were applying a one-time, fist purchase discount code multiple times. We found it on a client account a few weeks ago. A customer who'd placed somewhere around seventeen orders over about eighteen months, every single
I've been doing entity work with a brand recently. A well-run premium streetwear, strong community, consistent drop model. A few months into the work I ran into something that I think illustrates the problem better than any abstract explanation I've managed to write. Their schema
The Knowledge Graph built a picture of your brand without your input. This will dictate whether you show up for AI searches or not. I was doing an entity audit for a brand a few months ago for a well-run premium streetwear label, strong community and solid drops. When
Over the past few months I've been getting variations of the same question from brands I work with. Something along the lines of: we keep hearing about agentic commerce, what do we actually need to do about it? The honest answer is that most brands are somewhere between
My background is in conversion rate optimisation. I've spent a long time thinking about why people don't buy, diagnosing the specific friction points that sit between intent and action, and building counter-arguments to the objections visitors carry with them when they arrive at a page.
Understand the corner stone of Google's Shopping Graph and why it plays such an important part for product discovery. I've been having the same conversation with clients fairly regularly over the past year, and it usually starts with a version of the same question: why is
Google Merchant Centre is often classed as a Google Ads add-on but it's much more than that. You can identify lots of missed opportunities by using these simple techniques. I was in a brand review about three months ago and their Merchant Center account was sitting at