Josh

I believed a lie for a long time. And I bet you’ve believed it too. It goes something like this: If I just optimize the code, the site will be fast. So I minified CSS, lazy-loaded images, trimmed JavaScript bundles, compressed everything I could. Hours of work. Dozens of Lighthouse audits. And I watched the […]

I’ve been thinking a lot about lazy-loading recently. Because once you see how often it’s misused (or not used at all) it’s hard to unsee. From plummeting SEO rankings to painfully slow product pages that quietly murder conversions, lazy-loading is like flossing for e-commerce: everyone knows they should do it, but few do it well.

When an e-commerce site starts dragging, every second counts. A slow-loading page is more than an inconvenience – it’s lost revenue, abandoned carts, and customer churn. Yet most teams I’ve worked with spend hours chasing obscure fixes before checking the obvious. Over the years, I’ve developed a simple debugging playbook that solves the vast majority

Have you ever been told to “just compress your images” to fix your slow website? Or maybe you’ve invested in a fancy caching addon, only to see your conversion rate barely budge. If so, you’re not alone – and you’re not crazy. The e-commerce world is full of outdated advice about site speed. But in

Something is broken in full stack e-commerce, and I don’t think most dev teams haven even noticed. The “best practices” we’ve leaned on for the last decade were built for a different web. They were built when monoliths reigned, when requests-per-second looked a lot different, and when scaling meant throwing more hardware at the problem.

Most people think e-commerce performance is a checklist. Fast page load? Check.High-res photos? Check.Discount popup? Check. They assume if they follow best practices, customers will buy. And if they’re not buying, they must need more traffic. But here’s the catch: pros don’t follow checklists – they follow behavior. And that one distinction changes everything. The

I used to think speed was a solved problem. Especially for Shopify Plus or Salesforce Commerce Cloud stores. You drop six figures on development, hire a CRO agency, maybe even get a Lighthouse score in the high 90s. Job done, right? But here’s the problem no one talks about: Your store can be objectively fast

Every year, we get bombarded with shiny predictions about where e-commerce is headed. We’re almost 5 months into 2025, and everything is pointing to AI, 5G, and personalization. You’ve probably already skimmed a dozen LinkedIn posts echoing the same buzzwords. But here’s the thing: Most devs are optimizing for the trend – not the impact.

Redesigning your e-commerce site can feel like renovating a house. It’s exciting. It’s full of potential. But it can also become a chaotic money pit if you don’t plan for what actually matters. And yet, most brands treat a major site overhaul like a new paint job – purely aesthetic, overly optimistic, and rarely scoped

A couple weeks ago, I was consulting with a DTC brand that had all the right ingredients – solid traffic, a beautifully branded site, strong customer LTV. But something wasn’t adding up. Despite their stellar funnel, conversion was plateauing. So I did something I typically do in these scenarios: I bought something. Ten minutes later,