Shopify demo store 03of 03·Fernlowe · Moonrake · Wrenfold

Wrenfold

The operations and data behind the storefront.

A fictional British accessories brand with lots of small SKUs. I built it on Shopify to show master data, SKU generation, 3PL stock reconciliation, Shopify Flow automation and a weekly trading dashboard.

Visit the live store wrenfold.dev.jiggyjaw.comPassword-protected development store · password on request

Focus: Operations and data
Platform: Shopify Plus dev store
Theme: Horizon 4.3.0, extended
Paid apps: None (Flow is free)
Built: Oct 2026, Hugo King

Why this store exists

Most of an e-commerce job happens after the theme is finished.

Socks, hats and scarves come in many colours and sizes, so a small range quickly becomes dozens of SKUs. Each one needs a barcode, a cost, a weight and customs data, and has to match what the warehouse holds.

Wrenfold asks how a small team keeps that under control: one source of truth for product data, checks that stop bad data before it reaches Shopify or the 3PL, automations that flag problems, and one weekly view of how trading went and what to do about it.

Most of my Shopify work is for clients, so I built this brand myself to show the skills without anything confidential. Products, customers and marketing figures are illustrative.

What it covers

Master data and SKU generation01

Customs, cost and weight on every SKU02

3PL stock reconciliation03

Weekly trading dashboard04

Shopify Flow automations05

Stock and dispatch on the product page06

The brand

Good kit for grey days.

Wool socks, beanies, scarves, a waxed cap and a canvas tote, made in Britain and Portugal. The identity borrows from shipping labels and warehouse tape: plain, sturdy, and clear about the numbers.

Limestone#F3F1EC

Stone#E4E0D6

Grit#CFC9BC

Slate#2E3A46

Rust#B5532E

Moss#4F6B3A

Display and body · Archivo

Order by 2pm.

Data · IBM Plex Mono

WF-SK01-RST-M
2000000000084

Merino Rib Sock£16 · 12 SKUs

Walking Sock£18 · 6 SKUs

Sock Gift Box£45 · 3 SKUs

Lambswool Beanie£32 · 4 SKUs

Waxed Cotton Cap£35 · 2 SKUs

Fisherman Scarf£58 · 2 SKUs

Canvas Tote£45 · 1 SKU

01 / Master data

One sheet is the source of truth, and it checks itself.

What: A Google Sheet holds every style: colours, sizes, price, unit cost, packed weight, HS code, country of origin and status. A script turns 8 styles into 32 SKUs, one per style, colour and size, each with a GTIN-13 barcode.
Why: Bad data is cheapest to fix while someone is typing it. The sheet flags duplicates, unknown colours, missing customs data and thin margins with live formulas, and the loader refuses to publish a style with a blocking problem.
How: A Python loader reads the sheet, generates and validates SKUs, and pushes each passing style with one productSet call. Barcodes already issued never change, and a retired SKU's barcode is never reused.

SKU	Colour	Margin	Dup.	Colour?	HS?	Ready
WF-SK01-RST-M	Rust	68.5%	FALSE	FALSE	FALSE	TRUE
WF-SK02-CHR-L	Charcoal	50.7%	FALSE	FALSE	FALSE	TRUE
WF-GB01-MIX-M	Mixed colours	64.0%	FALSE	FALSE	TRUE	FALSE
WF-CP01-NAV-OS	Unknown	66.4%	FALSE	TRUE	FALSE	FALSE
WF-SC01-SLT-OS	Slate	66.9%	TRUE	FALSE	FALSE	FALSE

StylesColour codesSKUsValidationSettings

The SKUs tab as it stood before the first run. Red cells are blockers; amber is a margin warning that still publishes.

Run 1

4 of 7 styles published

Two styles shared one style code, so two SKUs clashed
Colour code NAV isn't in the colour list
Gift box had no HS code
Scarf had no weight

Run 2

7 of 7 styles, 30 SKUs live

Fixed in the sheet, re-run
Every barcode already issued kept
3 new barcodes, above the high-water mark
1 margin warning left open on purpose

02 / Shopify

Customs, cost and weight on every variant, from day one.

What: Each variant in Shopify carries its SKU, barcode, unit cost, packed weight, HS code and country of origin, straight from the sheet.
Why: Duty is calculated correctly for EU and US orders, shipping rates use real weights, and margin reports work without anyone typing costs in later.
Stock: The loader sets stock only when a product is first created. After that, stock belongs to the warehouse feed and the reconciliation, so a data push can never overwrite a real count.

Product variant

Merino Rib Sock · Rust / M (UK 6-8)

£16.00 · Tracked · Deny overselling

SKU: WF-SK01-RST-M
Barcode: 2000000000084
Unit cost: £4.20
Weight: 60 g
HS code: 611594
Origin: PT

Values as returned by the Shopify Admin API for one variant.

03 / 3PL

The warehouse file and Shopify, compared SKU by SKU.

What: A script compares the 3PL's stock export with Shopify and gives every mismatch a reason, an action and a priority.
Why: If Shopify thinks it has more than the warehouse, the store oversells. If the warehouse holds stock Shopify doesn't know about, sales are lost. Barcode mismatches break goods-in.

Data: The 3PL file is a sample in a standard warehouse export layout, built from the store's real stock with seeded problems for the check to find. A real feed drops in without code changes.

SKU	Priority	Issue	Shopify	3PL	Action
WF-SK01-OAT-M	High	Shopify over 3PL by 4	27	23	Set Shopify to the 3PL figure now, then ask for a cycle count.
WF-SC01-SLT-OS	High	Barcode mismatch	21	21	Update the EAN at the 3PL from the master data sheet.
WF-CP01-NVY-OS	High	Missing at 3PL	23	–	Send the product master to the 3PL and book in stock.
WF-BN01-SLT-OS	Medium	3PL over Shopify by 6	61	67	Confirm the goods-in with the 3PL and adjust Shopify up.
WF-CP01-NAV-OS	Medium	Unknown to Shopify	–	40	Re-label to the current SKU or retire it at the 3PL.
WF-SK02-HTH-L	Low	Out by 1	26	25	Include in the next cycle count.
WF-TB01-NAT-OS	Low	3 units quarantined	51	51	Agree a write-off or return to supplier.

The two cap SKUs connect back to feature 01: NAV is the colour code the sheet rejected, and NVY is its corrected replacement that was never sent to the warehouse.

04 / Reporting

A weekly trading view across Shopify, GA4, email and paid social.

What: A script pulls Shopify orders and stock, joins GA4 sessions, Meta and TikTok spend and Omnisend campaign results, and produces conversion rate, AOV, repeat rate, email share, blended CAC, ROAS and weeks of stock cover, with a ranked list of actions.
Data: 183 Shopify orders over eight weeks are real store data. GA4, Meta, TikTok and Omnisend are sample exports in each tool's own column format, since a fictional brand can't connect them.

An email inbox listing Wrenfold new-order notifications, such as Order #1164 placed by Ewan Pearce and Order #1030 placed by Ewan Walker — Proof the orders are real Shopify orders: the order history was loaded through the Admin API, and Shopify sent its standard new-order notification, just as it would for a real sale. The customers are fictional.

Revenue£1,936+3% wk

Orders31−9% wk

AOV£62.46+13% wk

Conversion0.87%−0.1 pts

Repeat rate13%+1 pt

Blended CAC£15.93+2% wk

Weekly revenue, 31 Aug to 24 Oct

Revenue inc. VAT and shipping. The email campaign landed in w/c 5 Oct; Meta prospecting started w/c 12 Oct.

Return on ad spend, w/c 19 Oct

Meta, Shopify1.29x

Meta, reported1.76x

TikTok, Shopify1.48x

TikTok, reported2.73x

Platforms claim more sales than Shopify can tie to them. Spend decisions use the Shopify figure, with the platform's beside it.

Top sellers, last 4 weeks

Merino Rib Sock80
Lambswool Beanie55
Cushioned Walking Sock39
Merino Sock Gift Box20
Canvas Tote17

Open the interactive dashboard →

Top actions the pack raised for the week: fix three high-priority 3PL issues before Monday's pick, raise a PO for the out-of-stock Charcoal walking sock in L, reorder the Rust beanie (one week of cover), and cap Meta prospecting until it returns more than 2x on Shopify-attributed revenue.

05 / Automation

Shopify Flow does the watching.

Three workflows, live on the store. Two started from Shopify's templates and were edited; the third I described to Flow's built-in assistant, then checked against a real order before turning it on.

Inventory quantity changed

Low stock

When a variant drops to 5 or fewer, email the ops inbox and tag the product low-stock. The threshold matches the theme setting and the master sheet.

Order created

First and repeat orders

Tag a customer's first order, and tag returning customers repeat-customer for email segments.

Order created

High-value order

Orders of £150 or more get a high-value tag and an email to ops to add a handwritten note and check the address.

Flow · High-value order

Flow editor showing the high-value order workflow

Flow · Low stock

Flow editor showing the low stock workflow: trigger, condition, email to ops and product tag

06 / Storefront

Stock and dispatch, told honestly on the product page.

Stock: "In stock", "Only 3 left" or "Sold out" for the colour and size the shopper has picked, updating as they switch options.
Dispatch: "Order in the next 2 hrs 14 mins for dispatch today", worked out in UK time. It skips weekends and listed bank holidays, and hides when the option is sold out.
How: Two theme blocks. A small custom element re-renders them from the HTML Horizon already fetches on a variant change, so there are no extra requests, and the countdown runs in the browser so cached pages stay right.

wrenfold.dev.jiggyjaw.com/products/merino-rib-sock

Merino Rib Sock product page with In stock message and dispatch notice

Captured on a Sunday, so the notice reads "Order now for dispatch tomorrow".

How it fits together

One loop from spreadsheet to Monday's actions.

By the numbers

Small brand, real operational load.

32SKUs generated from 8 styles

4data problems stopped before Shopify

183orders over 8 weeks

73PL mismatches found

3Flow workflows live

0paid apps

Master data and SKUs

One source of truth, SKU and barcode generation, and checks that keep Shopify and the 3PL consistent.

Stock and fulfilment

Reconciliation with a recommended action for every mismatch, low-stock alerts and honest stock messages.

Reporting and automation

A weekly trading pack across Shopify, GA4, email and paid social, and Flow automations that cut manual checks.