01 / INCLUDED
Development
A managed implementation queue for the work that improves the store rather than merely keeping it online.
01
WHO THIS IS FOR
STARTING FROM £3K/MONTHThis is for an owner-led Shopify or Shopify Plus store at roughly £1m–£5m GMV that has outgrown a loose collection of freelancers, app fixes and disconnected agency work. The store has a real catalogue, an organic-search surface, a development backlog and a commercial rhythm. What it does not have is one senior operator accountable for making the whole improvement queue move.
That gap creates a familiar pattern. Technical debt sits beside unshipped merchandising work. SEO recommendations are delivered but not implemented. Conversion ideas happen without a clear baseline. The owner becomes the traffic controller for developers, marketers and support staff while still trying to run the business. Nothing is necessarily broken enough to trigger a rebuild; the store is simply left without an owner.
Hollow Point takes responsibility for the practical work between strategy and execution. We decide what matters next, implement it with the people closest to the store, report plainly on the result and keep the next decision visible. The specialist work stays connected too: ecommerce SEO, Shopify optimisation and AI engineering are RUN spokes, not disconnected offers. If a merchant needs a different platform rather than better ownership of the current one, we say so and route the discussion to an ecommerce migration assessment.
02
WHAT WE OWN
ONE QUEUE / CLEAR OWNERSHIP02 / INCLUDED
Technical SEO
Crawl, indexation, templates, internal linking and migration-readiness work handled where it belongs: in the operating queue.
03 / INCLUDED
Merchandising systems
Collection logic, product information, navigation and trading routines built so the catalogue is easier to run well.
04 / INCLUDED
CRO and performance
Evidence-led improvements to speed, usability and conversion paths, prioritised with the rest of the store rather than in isolation.
05 / INCLUDED
Prioritisation
A senior view of trade-offs, dependencies and commercial impact, so the owner is not left arbitrating every request alone.
06 / INCLUDED
Implementation and KPI reporting
Work is shipped, reviewed and reported against the operating plan instead of disappearing into an agency task board.
The work is connected on purpose.
A collection page is not only a merchandising surface; it has search, speed, data and conversion implications. A new feature is not just a development task; it needs a commercial reason and a place in the queue. The value of the retainer is that one operator can see those connections and make the decision stick.
Implementation matters.
Advice without shipping is a backlog. The engagement is built around implementation capacity, with room for senior direction where the work crosses development, SEO, merchandising and performance. When a specialist is required, the decision is made from the plan rather than after a recommendation has already stalled.
03
WHAT WE DO NOT PRETEND TO BE
BOUNDARIES CREATE FOCUSGood ecommerce management is not a vague promise to do everything around a store. It is a clear operating boundary. The engagement is designed for senior commerce ownership, not for the everyday functions that need a dedicated customer-service, fulfilment or paid-media team.
Those exclusions are useful to both sides. They stop the store from buying a retainer that cannot possibly cover the work it needs, and they keep the technical and commercial improvement queue from being swallowed by inbox cover, product uploads or order exceptions. Where a separately scoped project makes sense, it is made explicit. Where a partner is the better answer, we say that too.
04
THE COMMERCIAL MODEL
£3K–£8K/MONTH / PROPOSED TIER DETAILRUN engagements start from £3k/month and sit within a £3k–£8k/month range. The engagement is month-to-month, managed against a rolling 90-day plan. That combination gives the owner a practical exit if the relationship is not right, while giving the work enough structure to address a real backlog rather than chase a different emergency every month.
The tier is not a menu of arbitrary features. It reflects three operational realities: implementation capacity, response time and access. A store with a steady technical and merchandising queue needs more implementation capacity than a store seeking senior direction around a smaller team. A founder who needs a close operating partner needs a different level of access than a team with an established internal lead. Those differences are agreed in the fit call and operating plan, not hidden inside an oversized scope document.
Exact tier names and prices within the published range remain proposed pending Billy's confirmation. The commitment we make now is simpler: the scope will be visible, the queue will be prioritised, and work that exceeds the agreed capacity will be discussed before it becomes an invisible extra.
BASELINE
Clear ownership for a disciplined queue
For a store that needs senior prioritisation and dependable implementation capacity.
- Rolling 90-day plan
- Core development and technical SEO queue
- Monthly KPI read
OPERATING PARTNER
More capacity, closer access
For an owner-led store with recurring cross-functional work across trading, SEO, development and CRO.
- Higher implementation capacity
- Faster response boundary
- More direct operating access
EMBEDDED
A deeper operating rhythm
For a complex store whose queue and leadership access justify the upper end of the published range.
- Broadest agreed capacity
- Priority response boundary
- Close leadership cadence
05
HOW THE ENGAGEMENT STARTS
FIRST 90 DAYS / THEN CONTINUOUS01
Fit and baseline
We establish the commercial constraint, platform state, active backlog and the numbers the owner actually needs to see.
02
Operating plan
The work is shaped into a rolling 90-day plan with an ordered queue, clear dependencies and a sensible definition of capacity.
03
Implementation cadence
Development, SEO, merchandising and performance work moves through one managed queue instead of competing agencies and disconnected tickets.
04
KPI read
The owner gets a direct read on what shipped, what changed, what is blocked and what deserves the next slice of effort.
05
Reset and continue
We reassess the plan as conditions change. The engagement stays month-to-month; the standard stays deliberate.
What a useful report looks like.
Every reporting conversation should answer four questions: what moved, what was learned, what is blocked and what is next. The point is not to manufacture activity. It is to help the owner make better commercial calls with a queue that has a named operator behind it.
How Grey Haze informs the work.
Grey Haze is operating as a pre-launch verification case study, not a completed production migration claim. The relevant lesson for RUN is the operator posture: data, implementation and trading decisions need to be visible in one operating system before they become expensive problems.
06
FIT AND NON-FIT
QUALIFY HARD / WORK WELLStrong fit
- An owner-led Shopify or Shopify Plus store with material ecommerce complexity.
- A real development, SEO, merchandising or performance backlog that lacks senior ownership.
- A team prepared to give access, make decisions and work against a visible plan.
- A merchant that wants an operator to improve the current store, not a presentation layer of recommendations.
Not the right engagement
- Startups still searching for product-market fit or a basic trading model.
- Dropshippers seeking product uploads, support cover or an all-purpose assistant.
- Businesses asking for customer service, fulfilment or warehouse outsourcing inside the retainer.
- Merchants that need a platform change first; those conversations belong with BUILD.
07
FREQUENTLY ASKED QUESTIONS
PLAIN ANSWERSWhat are ecommerce management services?
They are senior ownership of the ongoing development, technical SEO, merchandising, CRO and reporting queue. Hollow Point works alongside an owner and existing team; it is not a customer-service, warehouse or virtual-assistant outsourcing service.
What is included in the monthly engagement?
The engagement covers prioritisation, implementation, development, technical SEO, merchandising systems, CRO and performance work, plus KPI reporting. The agreed capacity and access level determine how much can move through the queue.
Is this different from Shopify maintenance?
Yes. Maintenance keeps a site functioning. This engagement owns the commercial improvement queue as well: what should be fixed, why it matters, how it is implemented and how its effect is reviewed.
Do you replace an in-house ecommerce manager?
The service is designed for owner-led stores without a senior person accountable for the whole improvement queue. It can complement a capable in-house team, but it is not a substitute for customer-service or warehouse leadership.
Do you manage orders, customer service or paid media?
No. Customer service, fulfilment, warehouse and order operations, paid-media buying and open-ended VA work are excluded unless separately scoped.
How does a month-to-month plan work?
The engagement remains month-to-month while the work is managed against a rolling 90-day plan. That gives the store a clear direction without pretending meaningful technical, SEO and merchandising work is complete in a single month.
What do you report?
Reporting connects the work shipped to the store baseline, the active priority queue and the agreed KPIs. It is a management readout, not a vanity dashboard detached from implementation.
What happens if the work exceeds the retainer capacity?
The queue is re-prioritised first. New projects or work beyond the agreed capacity are scoped separately, so urgent requests do not quietly turn a focused operating engagement into unbounded work.