An e-commerce build is judged on two numbers: how much organic traffic the structure can earn, and how many of those visitors reach the end of checkout. Design matters, but it matters in service of those two, and plenty of beautiful stores fail both.
I build with category architecture decided first, because category pages carry most of the ranking potential in retail, then product templates optimised once and applied everywhere, then a checkout stripped of everything that gives a buyer a reason to pause.
What a build includes
- Category and taxonomy architecture mapped to search demand before design begins
- Product templates with schema for price, availability and reviews
- Filter and faceted navigation configured so it does not spawn thousands of junk URLs
- Checkout optimisation: guest checkout, minimal fields, visible trust signals
- Payment, shipping and tax configuration for your markets
- Enhanced e-commerce tracking in GA4 and the ad platforms, verified before launch