Who writes this
One person: Thomas Ho, a performance marketing consultant. I see store software from the side that pays for traffic, so I judge it by what it does to the cost of an order.
My day job is paid acquisition and the tracking that sits under it. For more than four years I have run campaigns on Meta, Google, TikTok and LinkedIn, at budgets of up to $100,000 a month, and set up GA4, Tag Manager and server-side conversion tracking so the numbers can be trusted. I am based in Ho Chi Minh City and work with ecommerce and lead-generation businesses in the US, UK and EU through ThomPerformance.
Why a media buyer writes about store software
Because the ad account takes the blame for problems that start somewhere else. A slow theme, a checkout that drops the purchase event, an email tool that never sends the abandoned-cart flow: each one raises the cost of a sale, and none of them shows up in the ads dashboard. Most comparisons of these tools are written from the feature list. These are written from the order.
What to expect
- The answer first. Every piece opens with the verdict, then shows the working.
- A label that tells you whether the tool was tested in a live store or compared on paper.
- No store's private numbers. Where I use my own data, it is a median across several stores.
Spotted a wrong price or a feature that changed? Tell me and I will fix it.