A Boutique e-commerce studio
Plot partners with established independent businesses ready for their next chapter online.
Your Next Chapter
You already know you want to sell online, you’ve been validating that for years. But your site hasn’t kept up with who you’ve become. And while you’ve been meaning to update it … you haven’t really known what to do.
You’re ready for your next chapter.
So what does that actually look like? It’s not simply a clean, minimal, efficient site. Here’s the baseline now — clear navigation, quality products, nice photography, good reviews, a site that works. But that alone isn’t what makes something “high-converting” anymore.
People are choosing whose world they want to be in as much as what they’re buying. And with independent businesses, that choice is personal. They’re buying into who you are, specifically. That’s your real differentiator and it’s the added & essential conversion lever.
You have the personality, the quirks, the POV, the people, the relationships, the texture, the humanity, the lore. Consumers experience it in your shops, talking to staff, at events, on your channels, reading your newsletter.
Your site just hasn’t caught up yet.
Plot’s specialty? Taking what you’re known for and bringing it online, translating it into an experience that sells, while also pulling people deeper into your world. So they stay.
We catch online up to everything else.
This is your next chapter.
Bad Site
You know it’s bad. But a business people love can get away with a bad site for a while. People will push through a lottttt of friction just to support you. But that only goes so far with so many people. You shouldn’t take it as a sign that it’s “fine” and to not work on it.
Your next Chapter
Your next chapter is a site that sells like you're in the room — personality, POV, people, and all the things that make us choose you specifically. Offline comes online & you’ve leaned into your ideosyncracies. You’ve translated what connects people to your business.
Bland Site
TLDR; it’s transactional. Your site plays it safe with typical sections, shop all links, very little context, limited storytelling, barely any depth, rarely letting people into your world because you think the more you say the less they’ll buy. But no one knows who they’re buying from.
2019-2023
Grape witches
GW are Toronto's natural wine darlings & favourite educators with an impactful Imports arm that brings the wines of some of the world's top producers to shops & restaurants across Ontario. Their site now brings together their wine shop, education offers, events, Wine Club, Imports, and whatever else comes up (b/c it will) in one place.
Explore the project →
2021-2025
Good Cheese
Good Cheese is a small neighbourhood cheese, wine & fine foods shop in Toronto’s East Chinatown. Luke built it around the idea that there should be no high brow/low brow divide, just all the best stuff. It’s the perfect spot to pick a few things up on your way home or pop in for a special occasion. They’re one of the only spots in the city with both cheese & wine expertise, offering regular tastings ++ a Cheese Club (and now Coffee Club). I've worked with Luke since 2021 when we first overhauled the site.
2019-2025
Burdock
Burdock expands your idea of ‘Real Nice’ beer – practically pioneering wine beers, inventing pickle flavoured waters, and collaborating constantly with other local businesses on fun beverages. They are playful in exploring what is delicious and sharing it directly, online & offline, through the LCBO, UberEats, bottle shops, and restaurants (including in Japan!). I worked with Matt & Jason on Burdock’s first e-commerce site in 2019, and have supported their evolution online since.
What Matters to Me
Understanding your Brand
I spend real time upfront getting to know you, talking through your business, your values, capabilities, what you want from the site, combing socials, the offline experience, absorbing what makes you you. What people want more of. Then I sort out how to translate it to a site that’s not just for consumers but also works for you.
Online Fundamentals ⚖️ Offline Feeling
Not a trade-off, that's the whole point. Structure & organization are critical, as are conversion principles, these are well-established. We don’t stray from what works online. But we also need to bring what connects people to your brand online — and this is usually found in the offline experience. You need a site that gives people the feeling that they are in your world.
Making Big Projects Feel Easy
These projects can feel big and a lot of businesses put them off because of that. I keep things organized, direct & moving. You’ll know where things stand, what’s happening & what’s needed. I’ve been called “cool as a cucumber” more than once — which is exactly what you want.
Get to Know Amy
So I’m Amy & I founded Plot six years ago, instantly working with what were smaller businesses at the time, but dream clients on the rise, like Grape Witches & Burdock. They’re now super well known in Toronto and beyond with growing teams, including staff focused on e-commerce! And they’re just two examples.
I immediately fell in love with working closely with founders & their small teams — hearing about their ambitions, listening for the story, digging into their problems, coming up with pragmatic solutions, empowering them to be themselves online & teaching a lot about Shopify. Most of the brands I’ve worked with, I’ve worked with multiple times, evolving or supporting their presence online over time.
The people I love to work with are passionate, innovative, fun, kind, they have strong points of view, they're purposeful, and they're good to and for their communities.
Alongside partnering with independents, I’ve also worked with larger brands (from CPP & FIFA to KFC and GlobalX), leading UX strategy on contract with select agencies. Seeing both sides has shaped how I work, for sure. I can see what actually matters and what doesn’t.
I see myself as a translator, first & foremost, but I also have a specific approach to running projects — I hate bureaucracy (lol to that one time I had a government job), don’t overcomplicate things & frankly keep budgets reasonable. (I’ve even argued clients out of features or integrations. More is not more.)
I now take on a limited number of e-commerce projects each season (like 1 to 2), intentionally seeking out businesses I’m excited about and can help step into their next chapter online.
( Hi, I’m Amy Bath)
What’s Next for You
Our Services
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A site that matches who you've become
You've outgrown the old one. This is the version that embodies what you've built over the years & the experience you offer offline. The brand you are now, finally coming through online. Not the version from a few years ago when you just needed to get something up.
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e-comm that's not complicated
Seasonal merchandising, manageable, yours to run. You have a playbook that’s tailored to your business & your capacities and capabilities as a team. You’ll know what to update, when, and why. The site works for you, through every season, not the other way around.
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You have a cohesive experience
Your online presence isn’t an outier anymore. There’s continuity between your shop, your content, and your site. Not identical, but aligned. The same tone, the same feeling, the same level of care. People can move between them easily, like they’re having an ongoing conversation with you.
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Room to focus on what only you can do
When the site is handled and selling well, space opens up for you to do the building, the creating, the buying, the admin …, the ideas, the projects that can only be yours, the relationships — the parts no one else can replicate.
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LAST ITEM HIDDEN * DO NOT DELETE
Your next chapter is here.
Load the bags.
