We've grown high-end fashion brands where brand is everything and now we're building the agentic commerce infrastructure that ensures your brand remains visible, trusted, and buyable in an AI-first marketplace, without compromising the identity that got you here.

The schema brief: what to give your developer before your next drop

Almost every brand I've worked with hits the same wall. The Head of Ecommerce reads one of my earlier pieces on entity trust and AI shopping agents, forwards it to their developer, and gets back a version of the same question: "Okay, but what should it actually

Your welcome discount probably has a loop in it. Here's how to close it.

We discovered a loop in our welcome email flow which meant customers were applying a one-time, fist purchase discount code multiple times. We found it on a client account a few weeks ago. A customer who'd placed somewhere around seventeen orders over about eighteen months, every single

Explained! How your schema, rich results, and knowledge graph really work. In simple terms.

I've been doing entity work with a brand recently. A well-run premium streetwear, strong community, consistent drop model. A few months into the work I ran into something that I think illustrates the problem better than any abstract explanation I've managed to write. Their schema

How to ensure your fashion brand shows up in AI searches

The Knowledge Graph built a picture of your brand without your input. This will dictate whether you show up for AI searches or not. I was doing an entity audit for a brand a few months ago for a well-run premium streetwear label, strong community and solid drops. When

Six Things to Do Now Before Agentic Commerce Leaves You Playing Catch-Up

Over the past few months I've been getting variations of the same question from brands I work with. Something along the lines of: we keep hearing about agentic commerce, what do we actually need to do about it? The honest answer is that most brands are somewhere between

You're Now Designing for Two Audiences. One of Them Can't Be Persuaded.

My background is in conversion rate optimisation. I've spent a long time thinking about why people don't buy, diagnosing the specific friction points that sit between intent and action, and building counter-arguments to the objections visitors carry with them when they arrive at a page.

The Shopping Graph, GTINs, and the Product Card: why your product data is a competitive weapon

Understand the corner stone of Google's Shopping Graph and why it plays such an important part for product discovery. I've been having the same conversation with clients fairly regularly over the past year, and it usually starts with a version of the same question: why is

They Were Happy With the ROAS on the Ads That Ran. Nobody Asked About the 66% That Weren't.

Google Merchant Centre is often classed as a Google Ads add-on but it's much more than that. You can identify lots of missed opportunities by using these simple techniques. I was in a brand review about three months ago and their Merchant Center account was sitting at

I looked at how counterfeit fashion sites are structured. Here's exactly where their data falls apart.

Over the past few months I've been asked by several brands to help them understand why they're losing visibility in AI-driven search to sites they know are selling counterfeit or unauthorised versions of their products. The brands knew the sites existed. They'd filed

Your Customers Are Leaving Reviews. The Agent Can't Read Them.

Something I've noticed across several brands I've worked with over the past year is a specific and consistent gap between how much genuine positive customer sentiment exists and how much of it is actually visible to AI shopping agents. The sentiment is real. Post-purchase surveys

Google Just Added an Agent Readiness Score to Lighthouse. Most Fashion Brands Will Fail It.

Something I've been running on client sites over the past few weeks is Google's new Agentic Browsing audit in Lighthouse. It shipped quietly in mid-May 2026 as part of Lighthouse 13.3 and most ecommerce teams haven't noticed it yet. Those on Chrome

A German Court Just Ruled That Google Owns What It's AI Says About Your Brand. Here's What That Means.

A German court ruling landed recently that I think most brand and marketing teams haven't properly processed yet. Two Munich publishers were falsely connected to scams in Google's AI Overviews. Not misquoted, not taken out of context. The claims didn't exist anywhere in the