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. That’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 conversion lever.

I’ve actually seen this enough: a business people love can get away with a bad site, for a while. People will push through a lot of friction just to support you. But that only goes so far with so many people.

You have the personality, the quirks, the POV, the people, the texture, the lore. Consumers experience it in your shops, talking to staff, at events, on your channels, in the comments section, 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 come back again & again.

We catch online up to everything else.

This is your next chapter.

Book a call with me →

2019-2023

Co-Web Design
Shopify Development
Custom Features
App Integrations

Grape witches

GW are Toronto's natty 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, and Imports in one place ++ a special Let Us Choose option & Wine Club onboarding system that saves their staff tons of time. They've been growing every year.

Explore the project →

2022-2023

Web Design
Shopify Plus Development
Custom Features
App Integrations

Proxies

Proxies, once tied to Acid League, now operates independently — available direct-to-consumer, through curated shops and restaurants across North American cities, and via a substantial wholesale program. Their Wine Club is exclusive to their own site, with early access to collaborations. In-person tastings across cities extend the brand further, connecting Proxies with some of the most interesting restaurants, sommeliers, and tastemakers around.

2019-2025

Web Design
Shopify Development
Custom Features
App Integrations

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.


More about this project →

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, absorbing what makes you you. Then I sort out how to translate it to a site that’s not just for consumers but also works for you.

  • Pragmatism ⚖️ Creativity

    Not a trade-off, that's the whole point. I really like the creative use of available resources & tools, pragmatic solutions, not complicating things to be fancy, not spending a ton. Structure & organization are critical, as is having a non-generic site.

  • 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.

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.

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 & 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 make things overcomplicated & 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 a few), intentionally seeking out brands I’m excited about and can help step into their next chapter 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 embodies what you've built over the years. 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 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 with you, through every season, not the other way around.

  • 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 part of an ongoing conversation with you.

  • 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.

  • LAST ITEM HIDDEN * DO NOT DELETE

Your next chapter is here. Load the bags.

Book a call with me →