Audit the catalog
Review the existing product and collection structure, customer paths, content, imagery, availability rules, and operational dependencies.
Founding case study / family relationship
Building the operating method inside a real product business.
Proper Commerce was approached through a family relationship to lead Admiral Row’s Shopify replatforming. The engagement became our founding case study, where a rebuilt storefront and replatformed product catalog had to stay aligned with collection architecture, launches, channels, measurement, shipping, returns, and production controls.
What changed
StorefrontCustomer experience and navigation rebuilt
CatalogProducts replatformed while collections were audited
LaunchDedicated live-drop experience created
Context
Growth added connected work faster than informal process could absorb it.
Admiral Row is an operating product brand with real launches, merchandising decisions, connected channels, customer promises, and production changes. The visible storefront was only one part of the work.
The work did not assume that every existing product setup or collection should carry forward unchanged. The catalog and overall collection architecture were audited to identify what needed to be reduced, consolidated, renamed, reorganized, reordered, or edited before the product experience was replatformed.
Individual fixes could solve a local symptom while leaving the catalog, destination, event trail, shipping message, or release process out of sync. The operating challenge was to see those dependencies and introduce enough control to change safely.
Replatforming scope
This was a product replatforming program—not a visual refresh.
The work moved the product catalog and its customer paths into a rebuilt Shopify experience while auditing the assortment and collection structure around it. Merchandising was one layer of a larger operational change.
Decide what carries forward
Identify what should be retained, reduced, consolidated, renamed, reorganized, reordered, or edited before migration.
Replatform the experience
Move the product catalog and customer destinations into the rebuilt Shopify structure with corrected titles, imagery, navigation, and purchasing behavior.
Verify the operating path
Test launches, channels, measurement, lifecycle messaging, shipping, returns, source control, approvals, and rollback—not only the storefront.
Customer experience proof
The work changed the store—not just one collection.
These public views show the breadth of the customer-facing replatforming: the overall brand and discovery experience, a dedicated launch path, and the catalog and collection structure behind ongoing shopping.
Work reviewed
Six connected workstreams, one customer experience.
Theme + product replatforming
Rebuilding the live Shopify theme and moving the product experience into its new structure, with controlled release, purchasing checks, destination repairs, and source safeguards.
Catalog + collection audit
Reviewing products and collections to determine what should be retained, reduced, consolidated, renamed, reordered, or edited for a clearer assortment.
Launch + merchandising
Coordinating a 27-product Vintage Drop and correcting titles, imagery, navigation, collection buttons, product order, and launch messaging.
Sales-channel synchronization
Connecting Shopify products to TikTok Shop, checking item status, and addressing channel, redirect, and destination inconsistencies.
Measurement + lifecycle
Auditing analytics and attribution, supporting launch campaigns, and documenting where event certification and data-quality work remained unfinished.
Shipping, returns + controls
Reviewing shipping economics, customer notifications, return-label safeguards, QA, approvals, change records, and rollback dependencies.
Verified work completed
The work changed more than the storefront.
- Live Shopify storefront rebuilt on a new theme structure
- Product catalog replatformed into the rebuilt storefront experience
- Overall collections audited for reduction, consolidation, naming, ordering, and customer clarity
- A dedicated Vintage Drop experience created and launched around a 27-product release
- Forty Shopify-connected TikTok Shop products live
- Product title, image, purchasing, destination, and redirect corrections addressed
- Shipping, returns, notification, QA, change-record, and source-control safeguards introduced
What the work established
A repeatable way to change a live commerce operation.
The engagement created a clearer operating path from audit and assortment decisions through implementation, launch, verification, and documentation. That connected view became the foundation of the Proper Commerce method.
Method lessons
- Start with the operating objective, not the tool.
- Record what is observed before deciding the cause.
- Connect customer paths across systems.
- Define production approval and rollback.
- Verify the change and document the remaining risk.
A practical first step
Bring the same operating view to your Shopify environment.
Tell us what is changing, where the operation feels unreliable, and what deadline matters. We will confirm whether the Commerce Operations Audit is the right first step.