The Soulstone Journalhttps://soulstone.co/blogNotes on Shopify Plus conversion, store architecture and product data, written by Marin Gerov, an independent Shopify Plus developer in Amsterdam.enThu, 22 Oct 2026 00:00:00 +0000https://soulstone.co/assets/og-default.jpgThe Soulstone Journalhttps://soulstone.co/blogowner_type in checkout extension metafields: add it now, before 2027-01 blocks your deployhttps://soulstone.co/blog/checkout-extension-metafields-owner-typehttps://soulstone.co/blog/checkout-extension-metafields-owner-typeThu, 22 Oct 2026 00:00:00 +0000Marin GerovFrom 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.shopifychangelogcheckout-extensibilitymetafieldsui-extensionsThe price keeps reverting. The theme is not the problem.https://soulstone.co/blog/price-keeps-reverting-theme-not-the-problemhttps://soulstone.co/blog/price-keeps-reverting-theme-not-the-problemMon, 19 Oct 2026 00:00:00 +0000Marin GerovA 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.shopifydiagnosticsproduct-dataerpcompare-atOn premium Shopify stores, mobile speed is a conversion lever, not an IT metrichttps://soulstone.co/blog/mobile-speed-conversion-premium-shopifyhttps://soulstone.co/blog/mobile-speed-conversion-premium-shopifyWed, 24 Jun 2026 00:00:00 +0000Marin GerovWhy Core Web Vitals quietly cap revenue on premium Shopify Plus stores, what actually slows them down, and the order to fix it in.performanceconversionshopify-plusMost premium brands don't have a traffic problem. They have a conversion problem.https://soulstone.co/blog/conversion-not-traffic-problemhttps://soulstone.co/blog/conversion-not-traffic-problemWed, 24 Jun 2026 00:00:00 +0000Marin GerovWhy 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.conversionshopify-pluspremium-brandsReplatforming is usually the wrong answerhttps://soulstone.co/blog/replatforming-usually-wrong-answerhttps://soulstone.co/blog/replatforming-usually-wrong-answerTue, 23 Jun 2026 00:00:00 +0000Marin GerovWhen 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.shopify-plusarchitectureThe anatomy of a product page that closes premium buyershttps://soulstone.co/blog/premium-product-page-anatomyhttps://soulstone.co/blog/premium-product-page-anatomySun, 21 Jun 2026 00:00:00 +0000Marin GerovPremium 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.conversionpremium-brandsThe hidden cost of Shopify Plus app sprawlhttps://soulstone.co/blog/hidden-cost-shopify-plus-app-sprawlhttps://soulstone.co/blog/hidden-cost-shopify-plus-app-sprawlWed, 17 Jun 2026 00:00:00 +0000Marin GerovHow 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.shopify-plusarchitectureperformance