Rothy's runs on Shopify. They tell a material-led story (recycled plastic into shoes) without ever burying the buy button, which is harder than it sounds. Scroll down for the audit I ran on speed, SEO, and AI-shopping readiness. Good reference if your 'how it's made' story has to help the sale, not slow it.
90
Store report for rothys.com
8 medium2 low
Site audit
90/100medium54 external scripts (heavy — hurts load time)
Why Heavy pages load slower, and slower pages rank lower and convert worse. Speed is money on a storefront.
Fix Audit and remove apps you don't use — each adds scripts. Combine or defer non-critical ones.
mediumHTML document is 1115 KB (large)
Why Heavy pages load slower, and slower pages rank lower and convert worse. Speed is money on a storefront.
Fix Trim the homepage: fewer sections, lazy-load below the fold, and remove unused app embeds.
mediumNo BreadcrumbList schema (helps rich results)
Why This schema powers breadcrumb and product rich results in Google. Without it your listings look plainer and get fewer clicks.
Fix Add Product, Organization, and BreadcrumbList JSON-LD. Many themes include it; a schema app fills gaps.
medium170/187 images missing alt text (SEO + a11y)
Why Alt text is how search and screen readers understand images. Missing it loses image-search traffic and fails accessibility.
Fix Add descriptive alt text to product and content images in the theme editor / product media.
mediumFew modern image formats (WebP/AVIF) — larger downloads
Why Oversized, eagerly-loaded images are usually the biggest drag on Core Web Vitals, which Google uses for ranking.
Fix Serve WebP/AVIF — Shopify's CDN can, so re-upload large images or use an image-optimizer app.
lowWeak/absent cache-control on the document
Why Minor performance hygiene. Small individual impact, but it adds up on a heavy page.
Fix Set sensible cache headers on static assets; on Shopify this is handled by the CDN for theme assets.
low24 stylesheets (consider consolidating)
Why Minor performance hygiene. Small individual impact, but it adds up on a heavy page.
Fix Reduce the number of CSS files — many come from apps. Remove unused apps' leftover theme code and let your theme bundle its own styles.
AI shopping readiness
Point this at a product page for a full AI-shopping check.
Merchant Center risk
Needs a product page with product schema to assess risk.
Checkout and tracking
86/100mediumLegacy: Google Tag Manager container in the page
Why A GTM container that fed checkout tracking is exactly what the Additional Scripts lockdown broke. Purchase events routed through it can silently stop attributing revenue.
Fix Rebuild any checkout/purchase tags as a Custom Pixel via Settings > Customer events (Web Pixel API), or use the official channel apps. Don't rely on a GTM container for checkout events.
mediumAttentive detected, verify its checkout tracking moved to a Web Pixel
Why Email and marketing apps often used the Additional Scripts field to fire checkout and order events. That field is locked now, so any tracking they left there stopped working. Most have shipped a Web Pixel version, but old installs can still be on the broken path.
Fix Open the app and confirm its Shopify integration is on the Web Pixel / Customer events path, not the old Additional Scripts snippet. Update the app if it still asks you to paste code into Additional Scripts.
mediumYotpo detected, verify its checkout tracking moved to a Web Pixel
Why Email and marketing apps often used the Additional Scripts field to fire checkout and order events. That field is locked now, so any tracking they left there stopped working. Most have shipped a Web Pixel version, but old installs can still be on the broken path.
Fix Open the app and confirm its Shopify integration is on the Web Pixel / Customer events path, not the old Additional Scripts snippet. Update the app if it still asks you to paste code into Additional Scripts.
Check in your admin
- Settings > Checkout shows an "Upgrade" button. That means you're still on the legacy checkout. Unmigrated stores auto-revert to a default checkout by August 26, 2026 (August 13, 2026 for Plus).
- Any live Shopify Scripts (discounts, shipping, payment). Shopify Scripts stopped running on June 30, 2026. Rebuild that logic as Shopify Functions or your custom discount/shipping/bundle rules silently stopped working.
- The Additional Scripts field still has code in it. That field was locked August 28, 2025. Anything there no longer runs at checkout, so move it to Custom Pixels or official apps.
- Thank-you / order-status page customizations. Legacy order-status page edits don't carry over. Rebuild them as checkout UI extensions or post-purchase blocks.
- checkout.liquid customizations in your theme. checkout.liquid is deprecated and being removed. Move branding to the Checkout Editor and logic to UI extensions + Functions.
- Place a low-value test order after any tracking or checkout change. This is the one thing this checker can't do for you. We only see the storefront HTML, not what your ad platforms received. After any pixel, consent-banner, theme, or checkout change, buy something cheap and confirm the exact order value AND currency landed in GA4 and each ad platform. A pixel debugger showing an event firing does not prove the value and currency arrived correctly.
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