Why I’m Transitioning from Webflow to Shopify (At Least for Now)

Over the past few months, I’ve been going through a shift in my business, and today I want to pull back the curtain a bit and share what’s been changing, what’s staying the same, and why I’m choosing to lean into Shopify as my primary focus going forward.

This isn’t a rebrand. It’s more of a graduation.

From Generalist to Focused Specialist

For the past few years, Webflow has been my go-to platform, and honestly, I’ve loved it. It gave me full creative control, flexibility, and the space to grow as a strategist. Every Webflow project challenged me to think deeply about storytelling, layout, content hierarchy, brand identity, and user flow. It made me better at what I do.

But the deeper I went, the more I started noticing a pattern: the types of projects I was taking on with Webflow required a high degree of creative and strategic lift. They were custom, brand-first builds, no two were ever the same. And while that’s fun, it’s also incredibly difficult to systematize and scale.

Contrast that with the CRO work I’ve been doing for Shopify brands.

Why Shopify?

Shopify sits at the intersection of two things I care deeply about:

• Product-focused businesses: from fashion to furniture to digital goods
• Operational efficiency: where systems, structure, and testing actually thrive

I’ve always had an affinity for product design. When I was younger, I wanted to be a product designer or engineer. There’s something deeply fulfilling about working with people who aren’t just offering a service, they’re building something. Something real. Tangible. Shippable.

And that’s what I’m finding more of in the Shopify ecosystem.

The brands I work with there are more operationally mature. They move faster. They’re data-driven. And most importantly, the work I do has a clearer, more measurable impact. I can test it. Improve it. Build on it.

That’s not to say Webflow doesn’t have its place, it absolutely does. But for where I am in my business right now, Shopify is where I can deliver the most value and build the most leverage.

So What’s Changing?

For the next six months (at least), I’ll be going all in on Shopify CRO, focusing exclusively on helping DTC brands improve their conversion rates, average order values, and retention through strategy, UX, design, and growth systems.

That means:

• My offers are now tailored specifically to the Shopify ecosystem
• Most of my content, systems, and delivery models will reflect that shift
• I’ll be investing heavily into systematizing this work and building a lean, focused team around it

And What’s Staying the Same?

If you’re a current Webflow client, don’t worry.
I’ll continue honoring every service and agreement we’ve set up.
Nothing changes there.

And if a small Webflow project or quick fix comes up, I’m still happy to help when I can. I’m not saying goodbye forever, I’m just choosing to focus.

Why I’m Sharing This

Because we don’t talk enough about these moments in business.

The in-between. The pivots. The transitions that don’t come from failure, but from clarity.

This isn’t a “burn the boats” moment. It’s a “set the compass” moment.

I’m choosing focus, not because Webflow wasn’t working, but because Shopify is where I see the next version of my business taking root.

And I’m choosing to build with intention, not just reactively chase what feels familiar.

What’s Next

I’ll be sharing more about my new Shopify CRO framework, behind-the-scenes breakdowns, and experiments I’m running over the coming months.

If you’re a founder of a product-focused brand on Shopify, and you want to optimize your store for growth, I’d love to chat.

Thanks for being part of the journey so far.

This next chapter is just getting started.