A Boutique e-commerce studio

Plot partners with established independent businesses ready for their next chapter online.

Your Next Chapter

If you’re here, you already know you want your business to sell online, you’ve been validating that for years. But your site hasn’t kept up with who you’ve become. You know you’re losing sales sitting on something outdated, and while you’ve been meaning to update it, you haven’t really known what to do.

You’re ready for that next chapter.

So what does that next chapter actually look like? It’s not just a clean, minimal, efficient site. That’s table stakes now — clear navigation, nice photography, quality products, good reviews, a site that works. But that alone isn’t what makes something high-converting anymore.

Consumers are choosing whose world they want to be in as much as what they’re buying. And with independent businesses, that choice is personal.

People are buying into what you’re doing & want to feel part of it. 


I’ve seen it again and again: a business people love can get away with a terrible site. People will push through soooooo much friction just to support you. But that only goes so far.

You already have the personality, the quirks, the point of view, the in-jokes, texture. People experience it in your shops, talking to staff, on your channels, in the comments, reading a founder newsletter.

Your site just hasn’t caught up yet.

That’s the space Plot works in. I take what people already know you for, bring it online, and translate it into an experience that’s right for your business. This is my specialty. We land the fundamentals that remain critical, and layer on what makes your brand feel like you.

That’s what makes people want to buy, even more than they already do. Online catches up to everything else. 


This is your next chapter.
Plot is here to translate it.

Book a call with me →

2021-2025

Design
Shopify Development
Custom Features
Email Design

Good Cheese

Good Cheese is a small neighbourhood cheese, wine and fine foods shop in Toronto’s East Chinatown. Luke built it around the idea that food should be fun & that discovery beats gatekeeping every time: no high brow/low brow divide, just all the best stuff. I've worked with Luke since 2021 when we first brought Good Cheese online, rebuilding last year as Shopify had big upgrades & the shop itself had matured. It’s been so fun watching this neighbourhood shop become a full e-commerce operation while remaining unpretentious, curious and genuinely good.

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2019-2023

Web Design
Shopify Development
Custom Features

Grape Witches

Proxies, now separate from acid league, are available in curated shops across north american cities. Their classic dtc with a fulsome wholesale program. You can also catch proxies in person at tastings across cities, exposing us to some of the most interesting restaurants, shops, sommeliers & taste makers around. Biggest win for me: when the team organized a zoom at the end to thank me for the work, each saying something. It was really special.


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2019-2025

Web Design
Shopify Plus Development
Custom Features

BURDOCK BREWERY

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 with people directly, online & offline, through the LCBO, UberEats, bottle shops, and restaurants (including in Japan). I worked with Matt & Jason and their team on Burdock’s first e-commerce site in 2019, and have supported their evolution online since.


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What Matters to Me

  • Understanding your Brand

    I spend real time upfront getting to know you, talking through your business, your values, what you want from the site, combing socials, trying to get at what makes you you. It’s usually sitting right there, often not entirely expressed. Then I sort out how to translate it.

  • Balancing Pragmatism & Creativity

    Not a trade-off. That's the whole point. I like pragmatic solutions, creative use of available resources & tools, not complicating things or overspending. Structure & organization are critical, as are classic “conversion” principles, but I also don’t want the site to be generic.

  • Making Big Projects Feel Easy

    These projects can feel big & a lot of ppl put them off because of that. I keep things organized, direct & moving. You’ll always know where things stand, what’s happening next & what decisions need to be made. I’ve been called “cool as a cucumber” more than once — which is exactly what you want.

On Working with Me

  • I can't overstate how wonderful it has been to work with Amy. She spent time to understand our needs & vision and made us a beautiful, incredibly functional site that allowed us to take our business to the next level and has been there every step of the way — from Squarespace at the very beginning through our custom Shopify site. It's so rare and wonderful to work with someone who spends the time to 'get' your brand, so that you don't need to be checking over their work and course correcting constantly. Besides her extreme competency, she is truly a joy to work with interpersonally. Kind, funny and smart. A true star! I've referred her to countless other local businesses who have all raved about her.

    — Nicole Campbell, Co-founder & Director of Grape Witches

  • We hired Plot to take on a high-stakes store redesign for Proxies and it was even smoother than I could've hoped for. Amy brings the trifecta of being highly organized, super talented and easy to work with. Her design sensibility is bang on, and in my opinion brings the sophistication of much larger shops, without all the overhead. Highly recommended!

    — Sean Hazell, former CMO of Proxies

  • Working with Amy was a true pleasure. From the get-go she surprised and delighted us with her ideas on how to make our website not just work better from a consumer perspective, but for us as well. They took a holistic approach to the design that was beyond anything we had imagined going into it and we couldn't be more pleased with the outcome. Her work was always focused & direct, professional, and on time. She was patient and helpful when we had questions. Ultimately she made a big complicated project feel natural and easy while delivering a product that we are absolutely thrilled with.

    — Luke Champion, Founder & Director of Good Cheese

  • Amy was instrumental in quickly upgrading and redesigning our website to handle the e-commerce volume that came with the pandemic. She helped us first build a site in Squarespace (which was awesome) then transition the site to Shopify (which was even more awesome) & now lead an update as we grow even more. Amy was an absolute delight to work with and the speed & quality of her work is very impressive. Would highly recommend working with her if you're interested in setting up an e-commerce platform that is both beautiful and converting.

    — Matt Park, Co-founder & Brewery Director at Burdock

  • Amy was such a pleasure to work with! She listened to our dreams and quickly came up with a clear plan that we stuck to throughout the process. Our new site is the perfect combination of style and functionality that we were looking for. We've seen a dramatic increase in traffic and sales since launching, and have signed so many new people up to our mailing list. The site has allowed us to attract new business and has also re-engaged our existing clients who love the seamless navigation. We couldn't be happier with the final product and loved working with Amy to bring it to life.

    — Michelle Desroches, Private Client Sales Manager & Sommelier at Lifford

Get to Know Me

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.

But I immediately fell in love with working closely with the founders & small teams behind independent businesses, hearing about their ambitions, listening for the story, digging into their problems, coming up with pragmatic solutions, empowering them to be themselves online & grow through e-commerce. Most businesses I’ve worked with, I’ve worked with multiple times, evolving 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 & for their communities.

I’ve worked with dozens of independents through Plot, as well as large brands, from CPP & FIFA to KFC and GlobalX, leading UX strategy on contract with select agencies. Through it all, I think I really understand what’s needed now & what’s not. I see myself largely as a translator & I’m good at it. On top of that, I don’t make things complex & I keep budgets extremely reasonable. (I’ve even argued with clients about not doing certain features or integrations.)

I now take on a limited number of 
e-commerce projects, intentionally seeking out brands that I would be excited to work with and who I think I can help enter their next chapter of business online.

What’s Next for You

Our Services

  • A site that matches who you've become

    You've outgrown the old one. This is the version that does justice to what you've built. 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.

  • e-comm that's not complicated

    Seasonal, manageable, yours to run. You have a seasonal playbook that’s tailored to your business & your capacities. You’ll know what to update, when, and why. The site works with you, through every season, not the other way around.

  • You have a cohesive experience

    Your online presence isn’t separate 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 part of an ongoing conversation with you.

  • Room to focus on what only you can do

    The site does the selling. You do the building, the buying, the relationships — the parts no one else can replicate. When the online side is handled properly, you get time and energy back for all the other work that moves your business forward.

  • LAST ITEM HIDDEN * DO NOT DELETE

Your next chapter is here.
Load the bags.

Book a call with me →