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You're Not Buying a Website. You're Buying Operational Improvement

You're Not Buying a Website. You're Buying Operational Improvement

A client once briefed three agencies to build the same Christmas shop. We cost double, and our site made ten times the revenue. The lesson: nobody's really buying a website. They're buying operational improvement, and that changes how you price, pitch and choose.

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200k Mid Market Ecommerce
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e-commerce

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AI agents can't buy what they can't read

AI agents read your site through its accessibility tree, the same structure screen readers use. That makes WCAG work commercially interesting for the first time. Here's what agents read, what the research does and doesn't prove, and why the AI framing is a trap worth avoiding.

Boring Technology Wins: Architecture for Mid-Market E-Commerce

Mid-market e-commerce architecture isn't complicated: Umbraco at the centre, the ERP as the source of truth, hybrid sync as the default. The complexity hides in the integrations, and the tell is always the same word: "just". Boring technology wins, and here's why.

Assume your software will outlive its end-of-life

We still run an Umbraco v4 site, on purpose. End-of-life is a date on the vendor's calendar, not a fact about your customer's business. Why the version you ship is the one worth designing for, and how to tell a managed risk from plain neglect.

Red Flags in E-Commerce Projects (From Both Sides of the Table)

"We just need a simple checkout." "The ERP integration should be straightforward." Four phrases that should make everyone in an e-commerce project slow down, plus the story of a site that made it to QA and never launched. Red flags, from both sides of the table.

"It Depends Who's Asking": Why Complex Pricing Breaks Most E-Commerce Platforms

How much is this product? €12.99. Or €11.50. Or €9.80, depending who's asking. Complex pricing is how B2B works, and it's one of the most reliable reasons businesses outgrow templated platforms. Featuring the silicone tubing with a price matrix from a sci-fi film.

What I Took Away From Codegarden 2026

There was a lot on AI at Codegarden 2026. That was not really surprising given how much it is changing the industry, and how much of an impact it is already having globally. All at a rapid pace. But what I liked was that most of the talks were not

Three Discovery Questions That Reveal What Your E-Commerce Project Will Really Cost

Discovery is where mid-market e-commerce projects are won or lost. Three questions reliably surface the real complexity: what happens when an order comes in, where does pricing live, and what's painful today. Here's how to use them, from both sides of the table.

We've achieved ISO 27001:2022. Here's what it actually means for you

We're now certified to ISO 27001:2022, the international standard for information security management. The scope covers everything we do: our e-commerce and software development work, end to end. We'll be straight with you, though. This one's been a few years coming, and

ERP Integration: The Conversation Your E-Commerce Project Can't Avoid

Mid-market businesses run on their ERP, so any e-commerce platform that doesn't talk to it properly is a toy. Here's why ERP integration is harder than anyone admits, and the CSV process we built in 2006 that's survived three ERP migrations.