Free · 15 pages · every number sourced
Everyone telling you to replatform gets paid when you say yes.
The platform sells the rebuild. The agency bills it. The consultant staffs it. This is the other opinion.
The Replatform Reality File walks through the project you’re about to buy, month by month — what it actually costs, how long it actually takes, what it does to your traffic and your team, and what people actually get — with the independent numbers at every stage, sources printed under each one.
Written by a twenty-year ecommerce operator with no build to sell you. When the file says a rebuild is right, there’s nothing in it for me. When it says it isn’t, there’s nothing in it for me either.
It is not a blanket no. There’s a whole chapter on when the rebuild is genuinely the right call — and how the ones that land are run.
Twenty-five years leading marketing, more than twenty of them in ecommerce. I’ve been called in to rescue enough six-figure builds to know the schedule by heart.
The Gap · BCBG · Sephora · LVMH · Beachbody
15 pages · every stat sourced · fillable worksheet
Plus a one-page version for whoever signs the check
Fifteen pages · fillable worksheet · every number sourced
Where should I send it?
All I need is an email. The platform is optional — if you tell me, the follow-up notes get specific to your migration path instead of generic.
Free, and there’s no call in it. You get the file straight away, then four short emails over the next nine days — one number each. Unsubscribe from any of them and the file is still yours. Privacy.
The numbers the pitch deck leaves out.
Every party in your replatform conversation has numbers. The platform has a TCO study, the agency has case studies, the consultant has a deck. What none of them will do is put the independent numbers on the same page as the pitch — because the independent numbers are these.
The file prints the source and the bias under every single stat — including the vendor ones it takes apart. Judging the source is half the skill this decision takes.
Sources: SALT 1,052-migration study · McKinsey/Oxford, 5,400 projects · Flyvbjerg & Budzier, HBR · full citations inside
Your next fourteen months, told in advance.
This isn’t a checklist. It’s a walkthrough of the project you’re about to buy, in the order it will actually happen — with the data for each stage and the moments where it goes wrong.
The room where everyone says yes
Why every advisor in the pitch meeting is paid by the same answer — and the three questions that expose a staffed recommendation.
The quote was the smallest number
The real cost structure, line by line, and the base rates on overruns nobody quotes.
The house you live in
You can’t move out of a store while you rebuild it. The dual-running math, the “everyone at 20%” staffing trap, and what it does to your team.
“Just ship it”
The fatigue point where scope gets surrendered — and why most failures are signed here, months before launch.
The cliff
What actually happens to your traffic, what Google says versus what the only large study shows, and the one artifact that prevents most of it.
The meeting
“What did we actually get?” Why no independent answer to that question exists anywhere — and what that silence should tell you.
The turn, the worksheet, and the one-pager
When the rebuild genuinely is the right call, a fillable one-page worksheet to do your own math, and a one-page version of the whole argument built to be forwarded to your CEO.
Who this is for
Worth your fifteen minutes if
- You’re on WooCommerce, Magento, or BigCommerce and the “just move to Shopify” chorus is getting loud.
- An agency, a platform rep, or a new CTO has proposed a rebuild, and you can’t tell if the reasoning is sound or self-interested.
- You’re about to compare a build quote to a license fee and call it a business case.
- You want the sourced numbers, not another vendor’s buyer’s guide.
Save your fifteen minutes if
- You’ve already signed. (Then read it anyway — the launch and post-launch chapters are still ahead of you.)
- You want a migration how-to. That’s the vendor’s job, and it presumes the decision.
- You’re looking for a platform comparison chart. Every vendor publishes one; this asks the question they can’t.
No rebuild to sell. That’s the point.
I’ve spent twenty years running ecommerce, not advising on it — Shopify Plus, DTC portfolios, retail. I’ve sat in the chair while post-launch traffic dipped and had to explain it to the board. And I’ve been brought in to save more than one six-figure build that went off the rails — always after the damage, never before it, which is exactly the wrong order.
I don’t build websites and I don’t take migration work. That’s the whole reason you can trust the answer.
Twenty-five years leading marketing. More than twenty of them in ecommerce. The Gap, BCBG, Sephora, LVMH, Beachbody — and founder-led DTC companies nobody had heard of yet.
- A DTC CPG brand past 700% ROAS, acquired for $60M in twelve months
- $40M+ in Amazon revenue at a 4.12 ACoS
- A beauty portfolio grown 25% in a quarter — LTV up 20%, churn down 15%
- Shopify Plus CRO: retention +15%, LTV +20%
Career work across agency and in-house roles — not a superwired client list. superwired is new. The experience behind it isn’t.
Fourteen months of your life. Fifteen minutes of reading.
The decision is six figures and two quarters of your roadmap. Read the file before the next vendor meeting.
Free. Four short emails over nine days, then it stops. Privacy.
Already mid-decision and want a second reader on the recommendation you’ve been handed? Book a clarity call.