Author
Samuel Noriega
Founder, Shugert Marketing
Samuel leads Shopify performance, CRO and technical optimization projects for DTC brands across the U.S. and LATAM. His team focuses on fixing what directly impacts revenue — not just traffic or design.
Credentials
- Shopify Partner since 2015 (Select Partner)
- 750+ Shopify stores delivered
- 10+ years building DTC commerce in the US, Mexico & LATAM
- Specialist in Liquid, Hydrogen, Headless and CRO
- Offices in Hermosillo, Barcelona and New York
Articles by Samuel
- 9 min →
Shopify Performance Optimization: The Audit Checklist for DTC Stores Doing $500k+
A proactive, business-tied audit checklist for established Shopify stores: how performance degrades, which Core Web Vitals matter in 2026, and the five highest-impact fixes that move LCP, INP and CLS for DTC brands doing $500k+.
- 9 min →
How to Choose a Shopify Expert: What Most Guides Don't Tell You
Portfolios and testimonials are not enough. The questions that actually predict whether a Shopify partner will protect your revenue: Core Web Vitals data, real CRO numbers, migration SEO discipline, app governance, and whether fixed scope or a retainer fits your stage.
- 12 min →
WooCommerce to Shopify Migration Guide
A practical 2026 playbook for moving from WooCommerce to Shopify without losing organic traffic: URL strategy, plugin-to-app mapping, Matrixify catalog import, 301 redirects, and post-launch monitoring.
- 8 min →
Why Your Shopify Collection Pages Aren't Ranking (and How to Fix It)
Most Shopify collection pages sit on page two because of thin content, weak internal links, broken pagination, and missing schema. Here's how to fix each one.
- 9 min →
Shopify Canonical Tags: What the Platform Sets Automatically and Where It Fails
Shopify's default canonical logic covers the common cases — until internal links, multi-collection products, or app-injected schema quietly tank rankings. The three failure modes we find in almost every audit, and how to fix them.
- 9 min →
Shopify Faceted Navigation: What to Block and Why
How filter apps quietly burn your Shopify crawl budget — and the robots.txt, canonical, and noindex decisions that fix it.
- 8 min →
BigCommerce to Shopify Migration Guide (Real-World)
After 30+ migrations since 2016, here is the honest breakdown of what actually changes when you move a BigCommerce store to Shopify, and where merchants get blindsided.
- 12 min →
How to Choose a Shopify Development Agency (2026)
A buyer's guide for Shopify store owners. Plain-language framework: partner tiers, the 8 questions that surface real agencies in 20 minutes, six dealbreakers, and 2026 pricing — from $5K theme tweaks to $250K headless builds.
- 12 min →
Shopify Plus Migration: When to Upgrade in 2026
When to upgrade to Shopify Plus, how the Shopify-to-Plus migration actually works, real 2026 costs, and the upgrade checklist. Field notes from 30+ Plus migrations.
- 9 min →
Shopify's New Rules for AI Shoppers (May 2026)
On May 25, 2026, Shopify expands how Agentic Storefronts partners can use your product data. Here's what's changing across ChatGPT, Copilot, Google AI Mode, and Gemini — and what to do before the deadline.
Want Samuel and the team to review your store?
Tell us what's not working — we'll send a clear scope and price within 48 hours.