// FILE 01 — THE STORE ARCHITECT · EST. 2016
STORES DON'T GROW
BY ACCIDENT.
Ten years engineering storefronts that compound — design, development, SEO, growth systems. Hong Kong, working globally.
FILE 02 / MANIFESTO
Stores don't grow by accident.
They grow by architecture.
For ten years I've done both jobs that usually fight each other: the operator chasing revenue and the engineer chasing clean systems. That tension is the whole craft — a storefront is not a website, it's a machine that turns attention into orders, and every part either compounds or leaks.
I build Shopify systems the way an architect builds load-bearing walls: theme engineering that survives updates, apps that earn their keep, SEO wired into the structure instead of painted on, and growth loops measured in weeks, not vibes. If it can't be measured, it doesn't ship.
Based in Hong Kong. Working globally. The mission is simple: give small brands the infrastructure of big ones — which is why my entire merchant toolset is free.
FILE 03 / SYSTEM MODULES
Five modules.
One compounding machine.
- M1STOREFRONT ENGINEERINGFull Shopify builds from blank repo to launch day. Custom architecture tuned to your brand and your traffic — not a theme with a logo.↗
- M2THEME CUSTOMIZATIONOff-the-shelf themes are starting points, not destinations. Deep Liquid/JS customization that keeps upgrade paths clean.↗
- M3APP DEVELOPMENTWhen no app exists, I build the one your store needs — private apps, checkout extensions, integrations that earn their monthly cost.↗
- M4SEO & VELOCITYTechnical SEO built into the structure: Core Web Vitals, schema, international routing. Rank because the machine deserves to.↗
- M5GROWTH OPERATIONSConversion systems after launch: CRO, analytics, A/B discipline, retention flows. The store is never finished — it's tuned.↗
FILE 04 / MISSION ARCHIVE — ALL 17
Seventeen systems.
All built by hand. All on Shopify.
← → BROWSE · ENTER OPEN · ESC CLOSE
FILE 05 / OPEN ARMORY
50 free tools.
Small brands deserve big infrastructure.
The merchant toolset I use daily, opened to everyone — no account, no upsell. A few from the rack:
NO ACCOUNT · NO UPLOAD · NO UPSELL
FILE 06 / PROTOCOL
Three steps. No mystery.
- 01
DECRYPT
A free consult. I listen for the real constraint — it's rarely the one you think it is.
- 02
BLUEPRINT
A custom plan with scope, stack, and numbers. You see the machine before we build it.
- 03
LAUNCH & TUNE
We ship, then we iterate. The system starts compounding from day one of traffic.
// FILE 07 — FIELD NOTES / OBJECTIONS
Questions, answered plainly.
Twelve things people ask before we start. Answers come from the working brief, not a sales script.
What do you actually do?
For ten years I've done both jobs that usually fight each other: the operator chasing revenue and the engineer chasing clean systems. That tension is the whole craft — a storefront is not a website, it's a machine that turns attention into orders, and every part either compounds or leaks.
Is this just a theme with a logo?
Full Shopify builds from blank repo to launch day. Custom architecture tuned to your brand and your traffic — not a theme with a logo.
Can you work on an existing Shopify theme?
Off-the-shelf themes are starting points, not destinations. Deep Liquid/JS customization that keeps upgrade paths clean.
What if the app I need doesn't exist?
When no app exists, I build the one your store needs — private apps, checkout extensions, integrations that earn their monthly cost.
Is SEO bolted on at the end?
Technical SEO built into the structure: Core Web Vitals, schema, international routing. Rank because the machine deserves to.
What happens after launch?
Conversion systems after launch: CRO, analytics, A/B discipline, retention flows. The store is never finished — it's tuned.
What does the first conversation cost?
A free consult. I listen for the real constraint — it's rarely the one you think it is.
What do I get before any code is written?
A custom plan with scope, stack, and numbers. You see the machine before we build it.
How do you decide what ships?
I build Shopify systems the way an architect builds load-bearing walls: theme engineering that survives updates, apps that earn their keep, SEO wired into the structure instead of painted on, and growth loops measured in weeks, not vibes. If it can't be measured, it doesn't ship.
Where are you based, and do you work remotely?
Based in Hong Kong. Working globally. The mission is simple: give small brands the infrastructure of big ones — which is why my entire merchant toolset is free.
How quickly do you reply?
HK based · replies worldwide · usually within a day
Are the 50 tools really free?
The merchant toolset I use daily, opened to everyone — no account, no upsell. A few from the rack:
FILE 08 / OPEN CHANNEL
The consultation is free.
The insight isn't cheap.
Tell me about the store — or the store you haven't built yet. One reply, usually within a day.
- FIRST CONSULT Free — no obligation
- BEFORE BUILD Written blueprint: scope, stack, numbers
- REPLY TIME Usually within one day, worldwide
- YOUR DATA The armory runs in your browser — no upload, no account
HK based · replies worldwide · usually within a day