05 · Resources
E-commerce, platforms and product data
Building or taking over an online store comes down to three structural decisions: the platform, the quality of the product data, and how existing search rankings survive the rebuild. All three get expensive when taken in the wrong order.
Start with the guide
Product descriptions and AI: writing without making anything upAn AI can write hundreds of product descriptions overnight, and slip in a size, a material or a promise nobody has checked. The order of work that avoids this trap, what Google asks of a description, and what must stay in the hands of a reviewer.
21 articles
Practical guide7 min
Abandoned cart: reminders that sell without nagging
Most carts never reach payment, and mostly for reasons the site can fix. How to remind the shoppers who can be reminded, within consent rules, without turning a hesitant customer into an annoyed one.
Practical guide8 min
B2B online store: customer pricing, quotes and reorders
A business buyer wants to see their negotiated prices, reorder in two clicks and pay at 30 days. What a B2B store must be able to do, what Shopify and Medusa offer, and why it frees up salespeople instead of replacing them.
Practical guide6 min
Customer reviews: collect them, show them, use them for SEO
Customer reviews reassure buyers, feed product pages and can appear in Google's results, provided they are requested at the right time, displayed honestly and marked up correctly. What studies, EU rules and Google's documentation say.
Practical guide5 min
Google Shopping: what makes a campaign rise or sink
A Google Shopping campaign is not tuned with keywords: it lives on product data, on price against competitors and on the queries you exclude. The levers that lift it, and the mistakes that sink it without a sound.
Practical guide8 min
Google Shopping and marketplaces: preparing your store
Before listing a catalogue on Google Shopping or a marketplace, you need clean product data: identifiers, titles, prices, availability, shipping and returns. What Google Merchant Center asks for, and why it is the same foundation for every channel.
Practical guide7 min
Inventory sync across your store, marketplaces and shop
When an online store, a marketplace and a physical shop draw on the same stock, the last unit ends up sold twice one day. What reliable syncing requires: a single source of truth, well-defined quantities, a safety margin and an alert when things drift.
Practical guide7 min
Leaving Shopify without losing your SEO
Leaving Shopify makes sense when the platform no longer fits the way you sell, not because of one annoying app. Once the decision is made, rankings are protected before the switch: URL inventory, redirect plan, data checks and close monitoring in the weeks that follow.
Practical guide6 min
Multilingual, multi-currency store: where to start
Translating the whole store and showing ten currencies at once is expensive and often breaks something. Opening one market at a time, based on numbers, and translating first what makes people buy and what commits you, gives an international store that holds up: here is the order of work and the known traps.
Practical guide8 min
Online store search: when customers can't find it
A visitor who types into the search bar is telling you exactly what they want to buy. When the answer is empty or off the mark, the sale leaves without a sound: how to read those searches, fix the data that makes them fail and choose the tool without weighing the store down.
Practical guide7 min
Online store speed: what a second costs in sales
A slow store does not lose its customers all at once: it loses a few at every step, from collection to product page, from product page to cart. What studies actually measure, what weighs a store down, and how to put a figure on the stakes with your own numbers rather than a promise.
Practical guide6 min
Online store: five numbers to track every week
An online store dashboard shows dozens of metrics; five are enough to decide every Monday. Which ones, how to read them together, and what each one prompts you to do.
Choose and price7 min
Real payment fees: Stripe, PayPal and Shopify Payments
A payment fee advertised at 1.5% often costs more: a fixed part, premium or foreign cards, currency conversion, disputes, refunds. The public price lists of Stripe, PayPal and Shopify, the calculation on a real basket, and what matters beyond the rate.