/ A field guide for store owners

How modern online stores actually work

How online stores really work now, and why the ones machines can read win. Read every chapter free on the web, or download the full A4 edition to print or save as PDF.

Twelve chapters

01Why your store existsThe way people buy online has shifted again. Most stores have not caught up.
02What you own, and what keeps it safeDomain, catalogue, customers, and the armour that protects them.
03The anatomy of a product page that sellsEvery product page that earns money shares the same structure.
04Your pagesEvery page earns its place, or it costs you attention.
05Your featuresEach feature is a small machine with a job to do.
06Running it day to dayThe operating rhythm that keeps orders flowing and stock honest.
07Keeping it healthy, legal and fastMoney and personal data make the maintenance bar higher.
08Getting found, by people and by machinesReadable, relevant, trusted — for search engines and assistants.
09Your store as the hubOne order, one second — and everything behind it connected.
10Selling where the buyers areRented land feeds owned ground.
11Using AI to run the store fasterAI drafts. You verify. The store publishes only what is true.
12Glossary, and who to callPlain meanings — plus who to talk to when you are ready.