N°00 · The cover
Currently engaged · 5 brands · Open Q2 2026

— Headless Shopify agency · Hydrogen storefronts

Webuildthesystemsmaterialbrandssell on.

stonewoodtileslabplank

A small headless Shopify agency — engineers and operators who build the Hydrogen storefronts, ops automations, and commerce systems that brands selling stone, wood, and tile run on. Six to eight engagements a year — bespoke only.

Begin engagement See what we build

6—8

engagements / year

11

commerce systems

5

brands shipping

100%

bespoke

N°01sample-systemsample → ordershipping
N°02ftl-simulatorcart → carrierin build
N°03production-trackercontainer timeactive

— [N°01] The complete system

What we build.

Six layers, one system. Hydrogen storefronts, operations automation, AI, marketing, migration, custom systems — built and shipped as one operation by a headless Shopify agency that works as a growth system designer, not a freelance shop. Each layer is part of the build, never a standalone job.

N°01Filed · 2024.09 — first storefront cutoverSTOREFRONT LAYER

Headless Storefront

Built on Hydrogen, not on a theme.

Storefront built from scratch on Hydrogen — React Server Components, edge runtime, streamed product pages. Sub-two-second LCP on a 1,200-variant catalogue, WCAG AA by default.

— Stack

  • Hydrogen
  • RSC
  • Edge runtime
  • Storefront API
  • Tailwind
Read the layer
storefront / oak-plank-3-stripedge · iad1

— Trace · streamed response

document.html120 ms
app.css+ 40
rsc chunk · herostreamed
rsc chunk · variantsstreamed
rsc chunk · pricingdeferred
client island · cartlazy
1.74sLCP
80msINP
0.02CLS
p75 LCP · mobile 4G
1.74 s
audited per ship
WCAG AA
client JS at idle
0 kb
N°02Filed · 2025.02 — multi-channel ops integrationOPERATIONS LAYER

Operations Automation

Where the work actually breaks — between systems.

Shopify Flow handles the in-Shopify logic. n8n orchestrates everything outside it — the workshop, the quarry sheet, the Slack channel, the Klaviyo trigger. One operation moves an order; no human relays.

— Stack

  • Shopify Flow
  • n8n
  • Webhooks
  • Slack
  • Sheets / ERP
  • Klaviyo
Read the layer
order.created → ops mesh
webhookorder.created
flow · branchtag · segment · hold
n8n · workfloworchestrate · enrich
slack#ops · ping
sheet · erprow update
klaviyotrade flow · 14 wk
live · 04:12:08 utc · 7 routes
ops routed / day
180
manual relays
0
end-to-end latency
<400 ms
N°03Filed · 2025.04 — first spec-bot engagementINTELLIGENCE LAYER

AI Layer

Embedded where it saves hours, not where it makes screenshots.

Internal LLM tooling — grounded RAG over spec sheets and policies, admin assistants that summarise a quote, customer-service answers anchored to the shipping policy. Quietly useful, never decorative.

— Stack

  • Anthropic
  • Embeddings
  • RAG
  • Admin tools
  • Policy index
Read the layer
spec-bot · grounded
›What's the lead time on slab order #88231 if it ships from Verona?
source · shipping-policy-v3.pdf · p.2 · §1.4
source · quarry-routing.csv · row 412
aSix container weeks from Verona — port-of-entry NJ. Free reroll if the slab fails QA on arrival; sample credit auto-applied to the next order.
·cited · grounded · 12 k spec rows indexed
spec rows, indexed
12 k
every answer cited
Grounded
hallucinations YTD
0
N°04Filed · 2025.06 — cross-border engagementDEMAND LAYER

Marketing

Discovery, demand, and lifecycle — engineered into the system.

SEO and GEO so the catalogue is discoverable by humans and by AI search. LLM-generated product copy grounded in real specs. SEM, lifecycle mail, content depth, and attribution — all wired through one system, not bolted on after launch.

— Stack

  • SEO
  • GEO
  • LLM Content
  • SEM
  • Klaviyo
  • Markets
  • Conversion API
  • GMC
  • GA4
Read the layer
gmc · feed.productssync 06:12 utc
skupricestatus
80-FT-OAK-3S$ 4.99 / boxapproved
80-FT-WAL-2S$ 4.99 / boxapproved
80-FT-PIN-NA$ 4.99 / boxmin-buy fix
80-FT-EUC-3S$ 4.99 / boxapproved
80-FT-MPL-2S$ 6.49 / boxB2B price
4 approved · 1 resolving · 0 disapproved+ conversion api · capi
GMC approval rate
4×
channels, split honestly
B2B + DTC
lifecycle cadence
14-wk
N°05Filed · 2025 — across multiple migrationsMIGRATION LAYER

Migration Engineering

From any storefront — even ones without an API.

We migrate to Shopify from any platform. WooCommerce, Magento, BigCommerce, in-house carts — when there is no export API, we scrape the source, normalize the data, and re-create the catalogue. Products, variants, media, customers, orders, and every URL redirected slug to slug.

— Stack

  • Playwright
  • Scraper
  • Admin API
  • Image pipeline
  • Redirect maps
  • Parity audit
Read the layer

— Migration · any storefront → Shopify

SOURCE
/products/marble-slab-014
any platform · no api
PIPELINE
  • 01scrape · playwright
  • 02parse · html → json
  • 03normalize · shopify schema
  • 04push · admin api
SHOPIFY
admin / products
1:1 redirects mapped
PRODUCTSmigrated · auditedMEDIACDN re-uploadedSEOslug-to-slug 301s
APIs required from source
0
redirects · slug to slug
1:1
data parity · audited
100%
N°06Filed · 2024–2026 — across all five engagementsSYSTEMS LAYER

Custom Commerce Systems

Eleven systems that didn't exist before we built them.

Sample-to-purchase tracking with credit attribution. FTL freight calculation as the cart fills. Slab-level inventory with 36-hour holds. Production tracker for fourteen-week custom orders. Each system born inside a real engagement, then refined for the next.

— Stack

  • Sample
  • Sq Ft
  • FTL
  • Slab Gallery
  • Trade Portal
  • Production Tracker
Read the layer
commerce systems · v.202611 / 11
N°01Sample System$4.99 → $20k
N°02Sq Ft Calculator+22% AOV
N°03FTL SimulatorCart-aware freight
N°04Slab Gallery36-hr holds
N°05Trade PortalNet-30, gated
N°06Production Tracker14-wk SLA
N°07Pattern VisualizerCanvas, live
N°08Drawdown StudioSample reroll
N°09Quote BuilderSpec → PDF
N°10Reorder LedgerTrade credits
N°11Spec BotGrounded RAG
All elevenView index
systems shipping
11
off-the-shelf parts
0
library, every engagement
one

[N°S] The system, top to bottom

Six layers — assembled, audited, and shipped as one operation. None of them ship alone.

  1. N°01STOREFRONT LAYERHeadless Storefront
  2. N°02OPERATIONS LAYEROperations Automation
  3. N°03INTELLIGENCE LAYERAI Layer
  4. N°04DEMAND LAYERMarketing
  5. N°05MIGRATION LAYERMigration Engineering
  6. N°06SYSTEMS LAYERCustom Commerce Systems

Six practices, one workbench. Every engagement begins with a paid discovery — fit before contract.

Begin discovery

— [N°02] On the work

A material is not a t-shirt.

The brands we work with ship products with weight, variation, heritage. Theme code wasn't written for any of it. Here are four places where it breaks — and what we do about it.

N°01Material brand · sample-system

$4.99 to $20,000.

A shopper orders a $4.99 sample today. Twelve weeks later they're ready for $20,000 of pavers. Theme carts don't carry that intent across two sessions, three months apart.

We attach the sample to the customer, credit its value forward, and resurface it inside the cart on return — so the path from drawdown to deposit closes itself.

— Sample credit applied · 91-day median path

Wezby practice · what we make

We do not sell materials.We build the systemsthat brands selling materials run their commerce on.

Six to eight engagements a year. Every one begins with a paid discovery.

Begin discovery

— [N°03] Systems

Patterns harden into systems.

The same problems keep returning. Each fix is built once, named, and kept on the rack — assembled into the next engagement instead of rebuilt. Eleven sit here now, grouped by the phase of the commerce flow where they intervene.

Browse all 11
N°01

Sample System

18–34%sample-to-purchase rate

Sample-to-purchase flow with credit attribution. $4.99 sample → tracked → conversion attributed.

FILED · OPENRead the file
N°03

FTL Simulator

livefreight rate in cart

Real-time truck-fill estimation as customers shop. Fill % and freight bracket update live.

FILED · OPENRead the file
N°08

Production Tracker

60–70%fewer CS inquiries

Domino's-style status tracker for custom 8–14 week production. Stage emails + portal + workshop photos.

FILED · OPENRead the file
N°XIEight more systems on the rack

[N°04] Field Notes

From insidethe work

Working drafts and post-mortems from the engagements we keep small on purpose.

N°001The hidden price gap in Google Merchant Center for min-buy products
3 min
Google AdsFeed
N°002What happens to your variant architecture at SKU 200
4 min
VariantsArchitecture
N°003Why your sample fee should never be a 'fee'
2 min
CROFunnel
All field notes

[N°05] Common questions

The questions most often asked.

Before the brief, here are the answers we give first — how the studio takes work, where the system starts, and what shipping looks like in practice.

  1. What is a headless Shopify agency?

    A headless Shopify agency builds the storefront separately from Shopify's admin and checkout — typically on Hydrogen with React Server Components — and treats the catalogue, cart, and customer record as data the storefront consumes through the Storefront API. We are a headless Shopify agency for material brands; the storefront layer is the surface every other layer of the system reaches the buyer through.

  2. Why Hydrogen instead of a Shopify theme?

    A Shopify theme cannot stream React Server Components, cannot ship sub-2s LCP on a 1,200-variant catalogue, and cannot index variants the way a material catalogue needs. Hydrogen — Shopify's React framework — can. Themes work when the catalogue looks like every other catalogue; Hydrogen is what holds when yours does not.

  3. Do you take a single layer, or only full builds?

    Each layer is part of one system. We will run a single layer if the layer above and below is already in place; otherwise we plan the whole system before we ship the first surface.

  4. Which brands do you work with?

    Material brands — stone, tile, wood, slab. Mid-market and growth-stage. We do not take retail catalogues that look like every other catalogue.

  5. What does an engagement actually look like?

    A studio engagement, not an agency project. We design the system, ship it, and stay on as the partner who runs it. We carry six to eight engagements at a time, on purpose.

  6. How long until something ships?

    Each layer ships when it passes its own gate, not on a calendar. A full six-layer system typically reaches production over twelve to sixteen weeks.

  7. How do I start a conversation?

    Through the inquire form. We reply at the earliest, with a written read of where the system you describe is breaking and what we would build first.

[N°06] The Practice

A small practice, deliberately

Wezby is a grow system. Seven chapters explain how the work runs, what we keep on the bench, and what ships at the end. The practice itself is the answer.

QUEUEOPEN · 2026 Q2SLOTS02 of 08REPLYat the earliestDISCOVERYpaid · 1–2 wk