The Soulstone Journal
Notes on converting premium-brand attention into revenue.
Practical thinking on Shopify Plus architecture, conversion, and the gap between great marketing and a store that actually captures it.
How do I migrate to checkout extensibility after checkout.liquid and Additional scripts?
Tracking moves to Customer events, visible changes move to UI extensions, and theme code never runs in checkout. The 15-minute check and the fixes.
The price keeps reverting. The theme is not the problem.
A sale price came back overnight after a manual fix. How I traced the real writer in Shopify, and why I map every writer before touching code.
owner_type in checkout extension metafields: add it now, before 2027-01 blocks your deploy
From API 2026-10, checkout and customer account UI extensions can set owner_type on metafields. From 2027-01 it is required. The change and a repo check.
On premium Shopify stores, mobile speed is a conversion lever, not an IT metric
Why Core Web Vitals quietly cap revenue on premium Shopify Plus stores, what actually slows them down, and the order to fix it in.
Most premium brands don't have a traffic problem. They have a conversion problem.
Why established premium brands keep buying more attention to fix a problem that lives on the store, and how to tell the difference before you spend another euro on ads.
Replatforming is usually the wrong answer
When a premium Shopify Plus store feels broken, replatforming feels like the fix. It usually isn't. Here's how to decide between a rebuild and a re-architecture.
The anatomy of a product page that closes premium buyers
Premium customers decide fast. Here's what belongs above the fold on a high-end Shopify product page, and the order of information that turns intent into a sale.
The hidden cost of Shopify Plus app sprawl
How a dozen well-intentioned apps quietly become the reason your store is slow, fragile, and expensive to change, and how to think about consolidating them without a risky replatform.