The 1212 Gateway
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.
View project: The 1212 Gateway (opens in a new tab)
Senior Shopify Plus Developer · 10+ years in e-commerce
With the team at dtails, I build the parts of a store that depend on its data — how products are modelled, how prices and rules change per market and per customer, and B2B next to D2C — for Scandinavian retailers and brands.
All my client work is done there, for retailers, brands and B2B manufacturers across Scandinavia. A few recent builds, described by what they needed rather than who they're for.
B2B wholesale
B2B next to D2C on the same store: bulk-ordering grids, price gates and quantity-break tables, VAT-number validation and ex-VAT prices, so wholesale buyers order a whole range in one go without a second B2B site or an app.
| Color | XS | S | M | L | XL | XXL | Total |
|---|---|---|---|---|---|---|---|
| | €155,00 EUR 5 items | ||||||
| | €31,00 EUR 1 item | ||||||
| | €0,00 EUR 0 items | ||||||
| | €186,00 EUR 6 items |
Omnichannel retail
A retailer whose prices, campaigns, stock and product specs all come from back-office systems: member and campaign prices on every card, page and cart line, delivery estimates from stock levels and a holiday calendar, and search results rendered with the theme's own product cards.
Leather handbag
Member price
1,999
Not a member 2,499
Member price ends in 2 days
Eau de parfum
Spring sale 15%
2,124
Before 2,499
Offer ends tomorrow
Cart
Club member ·
Total 1,999
Product data
Where ERP, PIM and DAM data lands in Shopify, agreed with the integration team before the sync is built: metafields and metaobjects with one owner per field, so the product page, filters, search and AI channels all show the same values. Built on it: spec tables, badges and galleries, separate products shown as one set of colour swatches, and spare-part finders.
Four systems write this coat. Four places read it.
Product page
Your theme
Price filter
Search engine's copy
AI answer
Any warm wool coats?
Wool wrap coat, €249
Via Shopify Catalog
Next email
This week's picks
Wool wrap coat €249Email app's copy
Multi-market
Rollouts of up to nine country stores on a single theme: country selectors and geo routing, per-market tax, payment and content rules, hreflang, and blocks the merchant can limit to one store without a developer.
Analytics
A theme-level dataLayer that tells GA4 what Shopify's own events can't: which banners were seen and clicked, under campaign names the marketing team types in the theme editor, plus menu paths, search, filters and store-finder clicks. A banner counts once per page view, when it's actually on screen, and tracking ships switched off.
Each banner counted once, when it was really seen.
Named in the theme editor
Sent to GA4 via your tag manager
At dtails
30+
Shopify stores I've worked on in the past year
The largest rollout: nine country stores on one theme. Across them, 15+ integrations, from reviews and search to ERP and PIM data.
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.
View project: The 1212 Gateway (opens in a new tab)
Built custom homepage sections for Liah Yoo's clean skincare brand — focused on storytelling, product education, and a seamless mobile shopping experience.
Meshki, Sabo Skirt, Sefton Fashion, Piquette Avenue, Manrico Cashmere, Panacea Skincare and dozens of other Shopify stores across the US, Canada, the UK, Denmark, Sweden and Australia — fashion, beauty and lifestyle brands, many of them high-traffic.
Ask me about moreBefore dtails: enterprise brands I've worked with
Storefronts are getting easier to build. The data behind them isn't.
At dtails, that's where most of my work sits: where a store's data comes from, how it's modelled in Shopify, and how one theme serves several markets and customer groups. The sync from ERP, PIM and DAM into Shopify is designed and built by our integration architects; my part is where each value lands in Shopify (standard fields, metafields, metaobjects, catalogs, price lists, markets) and how the theme reads it, agreed with them before the build. On a store fed by an ERP, a PIM and a search engine, a wrong price or a missing badge often starts upstream, and finding where is usually most of the job. On those projects the first step is a map of the store's data: each field, which system owns it, and where it lands in Shopify, before anything is built.
Product, price and stock data from ERP and PIM systems, modelled as metafields and metaobjects, so filters, product pages, every market and the AI agents shopping for customers all read the same thing.
One theme serving several country stores or Shopify Markets, so a new country is configuration rather than a new build: per-market prices, tax, payment and content rules, hreflang, and blocks the merchant can limit to one store.
Member and campaign prices, B2B price gates and quantity breaks, variant rules and delivery dates from stock levels: rules the business already has, shown the same way on every card, page and cart line.
How the data above reaches the shopper, built with close attention to UX and UI: prices, specs and delivery dates that read at a glance, mobile first. Custom sections on premium Shopify Plus themes, kept upgrade-safe through theme updates, accessible, and easy for merchants to manage.
GA4 knows which products sold, not which banner sent the shopper there. What we learned building a Shopify dataLayer that lets the marketing team see, and name, every promotion.
Prices come from the ERP, specs from the PIM and images from the DAM, and your website is only one of the readers. Five rules, a monthly data walk and the questions to ask your partners.
A member price is easy to calculate and hard to show honestly. What we learned putting ERP-planned member and campaign prices on every surface of a Shopify Plus store, with a checkout that agrees.