Reporting & research on Shopify and ecommerce
Close reads of individual Shopify themes: settings, structure and what they do in practice.
A storefront full of urgency devices makes a claim about your price before your price does. Boutique is built on one 16-pixel module — the corner radius is the spacing unit — its headings sit one weight step above the body text, and every urgency device in it ships switched off.
Most online stores feel like nothing. Victory was built on one idea — that a page should answer the person in front of it — and its product slideshow is where you see why that changes a storefront.
Month eight is when you find out what you actually bought. Ultra by UTD defines 2,175 settings, which in practice means the change you want is usually already a switch — not a quote and a two-week wait.