Insights
- Your headless Shopify store is probably double-counting Meta purchases
On Hydrogen, Web Pixels and the Conversions API often fire purchase events with different event IDs, so Meta counts both. On Cyclewear that inflated ROAS from a real 2.9x to a reported 4.2x. How to diagnose it and how we fixed it.
- WhatsApp is the checkout for high-ticket stores in Colombia
A Colombian cyclist buying a COP 3,000,000 bike online talks to someone first. At Bicimarket, treating WhatsApp as a purchase channel instead of a floating button cut response time from 4.2 hours to 22 minutes and revealed that 34% of high-value purchases passed through a chat.
- What changes when you take a store from Colombia to Chile
Payment methods, delivery expectations, purchase behaviour and cycling culture differ more between Colombia and Chile than most operators expect. What that meant for PedalMarket's store architecture in Santiago.
- How to build a dealer portal that dealers open every week
A dealer portal that regional managers ignore is a design problem. What we learned building the Giant Bicycles dealer platform in Colombia, from eight interviews to a TensorFlow reorder model that dealers followed 71% of the time.
- GraphQL middleware is your business logic layer
Point-to-point integrations between ERP, CRM and storefront feel simple one at a time and collapse as a group. What a middleware layer does, why GraphQL, and when you need one. This is the architecture behind MarketIQ.
- The hidden cost of launching a marketplace on Shopify
Shopify is built for one seller, one store and one checkout. A marketplace needs cart splitting, vendor payouts, per-vendor catalogues and shipping logic that Shopify does not provide, and CoffeeLink showed us where that breaks in month three.
- How to choose an e-commerce platform in 2024
After 50+ stores across Colombia, the US and Australia, our advice is short. Start with Shopify unless you have a concrete reason not to, and decide on business model before you compare feature lists.
- Which Core Web Vitals move e-commerce conversions
Chasing green scores is the wrong goal. LCP drives abandonment, CLS kills trust, INP matters on filters and checkout, and a 1-second LCP gain on mobile is worth 3 to 5% in conversion.
- SEO strategies that don't need a PhD in Google
The e-commerce SEO playbook is the same in Colombia, the US and Australia. Fix the technical foundation, make category pages do the work, write content people search for, and give it 4 to 6 months.
- The UX decisions that move conversion in real stores
Fewer choices, trust signals at the point of friction, mobile-native layouts and a guest checkout. The design decisions that moved conversion for our clients, with the numbers we saw.
- How to run paid campaigns on a small budget
Small budgets force good discipline. Know your unit economics, concentrate on one channel at a time, and split spend 70/20/10 between proven campaigns, tests and retargeting.
- Technical debt usually costs more than the migration you are postponing
Technical debt is the accumulated cost of every shortcut, and most business owners price it wrong. Where it comes from, how to tell when it is critical, and which parts to pay down first.