Small Business Technology, Web & eCommerce Insights
Articles & Perspectives
Building a Marketing System That Improves Itself
Gabriel RichardsWe're building a self-improving marketing system. The hard part was not finding one AI smart enough to run marketing. It was designing an organization of humans, AIs, and software that learn together without losing accountability.
What Is GTM Engineering? Connecting Performance Marketing, Automation and Revenue Systems
Gabriel RichardsGTM Engineering—go-to-market engineering—connects performance marketing, supervised automation, and revenue systems so measurement, landing paths, and CRM handoffs tell one story.
Green Scans Aren’t Enough: What Expert Accessibility Audits Catch That Tools Miss
Gabriel RichardsAutomated WCAG scanners can go green while screen-reader shoppers still hit dead ends. Here’s how an expert Converge Accessibility WCAG 2.2 audit—paired with remediation on Hydrogen storefronts—surfaces what SortSite, axe, and Lighthouse miss, and how to triage vendor-owned gaps.
From Floor Conversations to Customers: Guided Selling, Showroom Apps, and Rapora
Gabriel RichardsHow Endertech’s custom showroom systems for large retailers shaped Rapora—a Shopify-native product for smaller multi-location chains that need guided selling, CRM, and Shopify POS. Live at rapora.shop; App Store listing pending.
We Run Our Agency on MCP
Gabriel RichardsMost AI demos stop at chat. We wired Model Context Protocol into the portal we use to run the agency—originally so OpenAI / ChatGPT and our own in-portal assistant could take real actions—then hardened it for day-to-day use.
Keep Custom Shopify Unavailable Messages Through Variant Changes
Jonathan AndersonSome Shopify catalogs use custom unavailable messages for showroom and pickup-only variants. Here is how we preserved those messages across variant changes by reading the server-rendered button label.
What Does an AI Workflow Assessment Include?
An AI workflow assessment maps tasks, checks data readiness, and ranks what to automate first. See the six components it includes in 2026.
How to Compare Integrated Digital Marketing Agencies
Gabriel RichardsA practical scorecard for comparing integrated digital marketing agencies before you sign a retainer: evidence to request, engagement-model tradeoffs, KPIs, and red flags.
Shopify App Billing: How to Prevent Repeated Approval and Plan-Selection Loops
Gabriel RichardsShopify subscription approval is a redirect-based workflow that merchants can interrupt, revisit, or repeat. A durable billing design records the original attempt, ties it to the exact subscription ID, and reconciles later Shopify responses before changing access.
Shopify Plus vs Adobe Commerce for B2B Ecommerce
Shopify Plus wins on speed and low overhead; Adobe Commerce wins on native B2B depth. Full 2026 breakdown of features, cost models, and catalog scaling.
How We Built an Autonomous Content Pipeline With a Human Publication Gate
Gabriel RichardsAutonomy without a publication gate is just faster noise. Here is how we designed discover → summarize → generate as agent-runnable stages in Ansible, while keeping draft, pin, and publish as explicit human decisions.
Why Client-Side Navigation Can Undercount Your Paid-Media Audiences
Gabriel RichardsModern marketing sites often update URLs without triggering a full page load. That can quietly reduce the page-view signals Google Ads needs for URL-based audience building. Here is how route-aware tracking helps preserve measurement continuity without bypassing consent controls.