Presentation overview
In 2026, Shopify has effectively become the default standard in e-commerce. More platforms, businesses, and brands are moving towards Shopify as their primary solution.
With its evolving ecosystem, including developments such as universal commerce protocols and growing investment in B2B capabilities, Shopify is no longer just a platform – it is shaping how modern e-commerce operates. In many ways, it is becoming what Google once became for search: the default choice.
However, after supporting more than 100 e-commerce clients, and as a Shopify Partner since 2013, actively involved in the Shopify community, we consistently see recurring hidden issues that most business owners and e-commerce managers are not aware of.
In this talk, I will take a deep dive into real data, insights, and tools we use during every e-commerce audit. I will share the most common patterns we uncover — not only in small stores, but also across large and established brands operating on Shopify.
We will cover both fundamental and often overlooked areas, including:
- Indexing and crawling issues
- International targeting and localisation setup
- Schema implementation and structured data gaps
- Platform limitations that impact performance and scalability
Presentation
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