I build Shopify Plus storefronts at DTAILS — Scandinavia's top Shopify agency. This is where I share my work, my thinking, and what I'm learning from 10+ years in e-commerce.
A look at some of the Shopify Plus projects I've contributed to at DTAILS — from custom themes to complex feature builds for enterprise brands.
Built a custom Shopify theme from scratch for Catherine Paiz McBroom's clean beauty brand. Launch day was a sell-out — high traffic, record sales, zero downtime.
Built custom homepage sections for Liah Yoo's clean skincare brand — focused on storytelling, product education, and a seamless mobile shopping experience.
Full custom Shopify theme for a premium independent menswear retailer in London. Clean, editorial design with a focus on typography, curated collections, and a shopping experience that reflects the in-store feel.
Notes from my day-to-day building Shopify stores. How AI tools change the way I work, what makes stores convert, and where e-commerce is heading next.
Shopify just announced Universal Commerce Protocol. Most Plus stores aren't ready. I spent two weeks studying the engineering specs—here's the architectural shift every developer needs to understand.
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Shopify's Winter '26 announcement moves the purchase point into AI chats. I break down why winning in 2026 requires shifting your focus from pretty pages to high-integrity product data.
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Most AI-generated Shopify sections create hidden technical debt. This tutorial shows how structured prompts paired with Shopify’s MCP server produce consistently reliable, production-ready sections—clean, fast, accessible, and engineered for long-term maintainability.
Read articleAt DTAILS in Copenhagen, I work across the full Shopify Plus stack — from scoping and architecture to building the storefronts that power some of Scandinavia's biggest e-commerce brands.
Turning designs into production-ready Shopify sections. Fast, accessible, and built to score high on Core Web Vitals — no app dependencies or bloated page builders.
Product configurators, dynamic filtering, advanced cart logic, multi-variant selectors — the features that off-the-shelf apps can't deliver. Scoped, architected, and built natively into the theme.
AI agents don't browse — they query structured data. Most Shopify stores are invisible to them because product attributes live in template logic instead of metafields. I restructure the data layer with proper metafields, JSON-LD, and Schema.org markup so AI agents can actually discover and recommend products.
Brands I've worked with
