(opens in a new tab)The Elms Ledger
What the stores we build are telling us.
What we see across the Shopify stores we build and grow: search and AI visibility movement, conversion tests, and the platform changes worth knowing about. Free, once a month.
- MonthlyCadence
- FreeAlways
- Stores we buildWritten from
Get it monthly.
Unsubscribe any time. Privacy policy
Full data unlocks on sign-up
Every issue
What is in each issue.
Search and AI visibility
Where the stores we build turn up in Google and in AI answers, what moved that month, and what we changed to cause it.
Conversion tests
Tests we ran on the stores we build and grow, including the ones that lost. A test that failed is the cheaper half of the lesson.
Shopify changes
Platform updates filtered down to the ones that actually change how a store gets built, priced or found. Most releases do not.
Stores we build and grow
The stores each issue is written from.
-
Powerlete
Sportswear · our own
-
-
Nour Hammour
Luxury fashion
-
-
WUKA
Period underwear
-
-
Knack Snacks
High-protein snacks
-
-
Cream Cornwall
Coastal homewares
-
-
Givino
Food & drink
-
-
Poppy Elder
Fine jewellery
-
-
Fittr Nutrition
Supplements · our own
-
-
Bessette
Luxury fashion
-
-
Caorunn Gin
Premium Scottish gin
-
Technology partners
Reviews on the Shopify Partner Directory
Merchants, in their own words.
The things [the team] have put in place and recommended for us have paid immediate dividend. We wish we had come in contact with [them] sooner.
From start to finish, they were incredibly easy to work with. They understood the brief perfectly and delivered to a very high standard. Communication was excellent throughout, with quick and clear responses to any questions I had.
Tacky And UpsettingStore build or redesign · April 2026 I can’t recommend [the team] enough, [they] helped us with everything from product design, supplier communication to website building and SEO. We were able to build a brand off the back of all [their] information and help.
Reveliér StudiosBusiness strategy guidance · April 2026
Who writes it
Written by the people doing the work.
Each issue comes from the same in-house team that builds and grows the stores it reports on. Nobody sits between the work and what we write about it.
- In-house
- Design, development, migration, SEO, paid ads and lead generation in one team, with no hand-offs.
- Our own stores
- Powerlete and Fittr Nutrition are ours. Every tactic we recommend was tried on our own money first.
- 100+ builds
- Stores we have built, migrated and grown on Shopify.
- UK and US
- Based in London, working with brands on both sides of the Atlantic.
Straight answers
Who is behind the Ledger.
Four answers from our FAQ, in its own words.
Every question on the FAQWhat does "we run our own stores" actually mean?
Powerlete and Fittr Nutrition are our own brands: we build them, run the marketing and carry the risk. Every tactic we recommend has been tried on our own money first, including the ones that did not work, which is why we can tell you what a feature costs before you pay for it.
What makes you different from other Shopify agencies?
The honest answer is that we run our own ecommerce brands. Powerlete and Fittr Nutrition are built and managed by us, so every recommendation we make is grounded in real operational experience. Most agencies advise. We advise and do.
Do you work with brands at any stage, or only more established brands?
We work with brands at all stages, from those building their first Shopify store to established businesses scaling on Shopify Plus. What matters to us is that you're serious about growth and want a long-term partner, not just a one-off project.
Do you only work with Shopify?
We build exclusively on Shopify, because depth beats breadth and we run our own stores on it. Our growth work is wider: lead generation, paid ads and consulting apply to your business whatever it sells.
The Elms Ledger
Still reading? Take the monthly.
One email a month on what moved in search, AI visibility and conversion. Free. Unsubscribe any time.