Store audit
Two stores, opened up.
Everything I found inside naelinaturals.com and inwardlywellness.com. Measured on 14 August 2026, from the theme code up.
Prepared for Eliyahu Fox · ALLI LLC · by Michel Dimitri, Sharkcode
Store audit
Everything I found inside naelinaturals.com and inwardlywellness.com. Measured on 14 August 2026, from the theme code up.
Prepared for Eliyahu Fox · ALLI LLC · by Michel Dimitri, Sharkcode
Eli, before I sent you a single price I went into both stores. I downloaded the live themes, ran the same checks Shopify runs on the themes it sells, measured both sites on a throttled phone, and wrote down what came back. This page is the result.
It is yours to keep, and I mean that in the practical sense. If you decide to do nothing with me, or to hand the work to somebody else, take this with you. Every finding names the file and the line it lives on, so any developer can price it without guessing, and you can compare what two of them ask for the same list. That is a fair use of it.
I am giving it to you because it is also the honest answer to how I work. This is how: I measure first, I write down what I measured, and I say plainly when something is fine. There are six things in here that I checked and could not fault, and they are at the bottom of the page, in writing.
Michel
Every finding says four things: what it is, exactly where it lives, what it costs you, and how to check it without taking my word for it. They are grouped by subject, one block at a time, so you can read only the part you care about.
Shopify CLI 3.92 to download both live themes, Shopify Theme Check (the official linter, the same one that gates themes on the Theme Store), Lighthouse on an emulated phone with 4G throttling and a 4x slower processor, Chrome DevTools performance traces and network logs, and plain HTTP requests for headers and status codes.
Orders, customer data, your email flows and the settings inside third party apps. A collaborator account gets me the storefront, the themes and the settings that shape them, which is where everything on this page lives. The rest is a conversation, not a login.
inwardlywellness.com
naelinaturals.com
inwardlywellness.com · 2 products · launched 30 April 2026 · custom theme, 14 sections
Lighthouse on a phone plus your live theme downloaded and read, 14 August 2026. The engine is in good shape, and so is most of the theme. What is broken sits on top of both.
The theme of this whole store, and the reason I would start here: the work is mostly done, it was just never switched on. Nine links on your storefront point at pages that answer 404.
The About page exists inside your theme, with four sections of real copy: Transparency, Clean Sourcing, Third-Party Tested, Community First. Someone wrote it. It sits in the theme files right now.
Nobody can read it. The page was never created in the admin, so the address it lives at answers 404. Meanwhile four different links point straight at it: About in the menu, the same link in the mobile menu, the second button on your homepage hero, and About Us in the footer. Every one of them is a dead end, including the button under your own headline.
The fix: create the page in the admin and assign it the template that is already waiting. Ten minutes, and a store that currently sends every curious visitor into a wall starts telling its story.
Shipping, returns, terms and the FAQ are linked from the footer of every page, and all four answer 404. On a supplement store, the return policy is the last thing a first time buyer checks before paying. It is also what payment providers and ad platforms look for when they decide how much to trust you.
The fix: Shopify has these fields built in, under Settings and then Policies. They need writing once, honestly, in your own words.
There is an FAQ template in the theme. Its entire content is the sentence "FAQ coming soon".
The fix: the questions your Amazon reviews already ask, answered on the page. It is also the content Google likes most on supplement stores.
The one you told me about, the video that sometimes does not show. Here is why, and it is not the theme's fault.
The hero video is not a web video. It is a .mov file, and Shopify's CDN serves it as video/quicktime. Safari plays that format, most other browsers do not, which is exactly why it shows up for you and not for everyone else. It also weighs 31.5 MB, so the visitors whose browser does try to play it pay for it out of their data plan.
The theme is fine: the hero section declares the source as MP4, and the field where the file goes says "MP4 recommended" right on the label. A QuickTime file was pasted into it. The poster image, the frame people would see while the video loads, falls back to a background image that was left empty, which is why the hero is simply blank when the video does not play.
The fix: re-encode to H.264 MP4 around 3 to 5 MB, paste the new URL in the same field, set a poster image. No code change at all. Same video, a tenth of the weight, plays everywhere.
Right now, almost nothing. This is the cheapest block on the page to fix and the one that keeps paying the longest.
The homepage has no meta description, the store has no structured data anywhere, and there is no Open Graph image. No description means Google writes its own snippet out of whatever text it finds first. No structured data means your products can never show a price or a rating in the results. No share image means that when somebody sends your store on WhatsApp or iMessage, the link arrives bare, with no picture.
The theme is ready for the description: it prints one whenever the field is filled. The field is empty.
The fix: titles and descriptions on every page, a share image, and Product structured data on the two product pages. One afternoon.
The most expensive silence in this audit, especially for a store that gets traffic from Amazon buyers looking you up.
Every visitor who arrives and leaves without buying is gone for good: you cannot retarget them, you cannot email them, and you cannot tell which channel brought them. You are also blind on the basics, like how many people reach the product page and drop before the cart.
The fix: analytics, a pixel, and a welcome flow with a popup. The popup alone starts building a list from the first day it is on.
One real bug in the code, and I can show you the two lines that cause it.
I tapped Add to cart once on the Magnesium page and watched the network: two calls went out, and the cart drawer redrew twice. Shopify handled both and the cart still shows the right quantity, so this is not losing you orders today. It is a button wired twice, and it doubles the noise in any analytics or ad pixel you plug in later, which is exactly when it starts costing you.
The first listener was written for the small Add to cart buttons on product cards, and it matches any form pointing at the cart. The second was written for the product page. On the product page both match, so both run.
The fix: one handler on the product form. Half a day including a test on a real iPhone and a real Android.
Two problems that hurt real people and, in the United States, occasionally lawyers.
The mobile menu and the cart drawer are marked as hidden from screen readers while still containing links that can be tabbed into: someone navigating by keyboard falls into a menu their screen reader says is not there. Some text also fails contrast, and the footer jumps a heading level.
The fix: a pass on the drawer states and a small contrast correction. Accessibility complaints against US supplement stores are a real thing, and this is the cheap end of that problem.
Two products, and about a paragraph each.
For a supplement, the pages that rank are the ones that answer what a buyer actually asks: how much to take, when, what it feels like, what it does not do, and who should not take it.
The fix: proper product pages with facts, dosage, an FAQ and the FDA line US supplement stores carry.
Worth saying plainly, because it changes what the work is: the code is not the problem.
I ran the same official linter I used on Naeli. Your theme comes back with 32 findings against Naeli's 260, and the three errors are minor. Fourteen sections, seven templates, 32 KB of CSS. Whoever built it kept it tidy. What it is missing is not quality, it is the last mile.
The fix: worth doing in the same pass as everything else, not on its own.
naelinaturals.com · 9 products · Motion theme by Archetype, version 10.5.2
Lighthouse on a phone plus Shopify Theme Check on the live theme, 14 August 2026. A working store carrying years of additions.
If you read one block on this page, read this one. It is the single thing costing you the most, every day, and it is one file away from being fixed.
Okendo holds your reviews and hands the average and the count to the page, and your theme uses them to draw the stars a human sees. But the block Google actually reads, the structured data, never gets them. It lists price, availability, brand and description, and stops there.
The numbers are right there, one file away from the block that would put stars under your listing in Google. That is why you can search your own products and never see a rating, while competitors with forty reviews show five.
The fix: pass Okendo's average and count into the Product structured data, then validate it in Google's Rich Results test. Same day.
Motion is a good theme. Yours is an old copy of it, with a few things that have quietly broken along the way.
You are running Motion 10.5.2. Archetype released 10.6.0 in January 2025 and the current version is 12.0.0, from 6 July 2026. Six releases in between, including support for products with 250 or more variants, the new listings system, and respect for the reduced motion setting people with vestibular issues turn on.
The fix: either a controlled update on a copy of the theme, or a refresh that carries your customisations forward. Never a blind update on the live store.
Theme Check is the tool Shopify uses to review themes before they go on sale. Run against your live theme, it comes back with 260 findings. Not all of them matter to a customer, but some do, and they point at real files.
| What | Count | Where it shows |
|---|---|---|
| Image files referenced by the CSS that no longer exist | 3 | The arrows on dropdown menus |
| Snippets called but missing from the theme | 2 | Newsletter block, text and image blocks |
| Liquid syntax errors | 7 | Gift card page, select icons, accordion |
| HTML tags opened and never closed | 15 | Menus, collection callouts, product carousel |
| Image filters Shopify has deprecated | 13 | Everywhere images are rendered |
| Variables assigned and never used | 41 | Weight the browser parses for nothing |
The fix: the missing files and the broken tags are an afternoon. The rest is worth doing when the theme gets updated, not before.
Not what makes the store feel slow today. What makes every future change slower and riskier to make.
The stylesheet alone is 740 KB before compression, the theme script another 260 KB, plus 128 KB of vendor scripts. Years of additions that were never cleaned up.
The fix: comes with the theme refresh, not on its own.
Your best practices score is 58, and it is almost entirely tracking you may not know you have.
Lighthouse marks the store down mostly for third party cookies: Shop Pay and a Pinterest tracking pixel that fires on page load. Worth a decision rather than an accident.
The fix: decide which pixels earn their place, remove the rest.
Naeli scores 96 here, better than most stores I open. Two things still slip through.
Several links, including the logo that takes people home, have nothing a screen reader can announce. Others are called "learn more" and "read more", which tells neither a person nor Google where they lead.
The fix: real names on the links. An hour.
Nothing here is on fire. It is the kind of tidy up that makes the next person faster, including future you.
The theme list holds twelve unpublished copies, from a Debut and a Brooklyn to backups dated 2021 and 2024. Nothing breaks, but sooner or later somebody edits the wrong one. The live theme also ships German, Spanish, French, Italian and Portuguese translation files for a store that sells in the United States only.
The fix: keep the two most recent backups, name them by date, delete the rest.
Tags are what let you build collections that fill themselves, filters that work, and recommendations that make sense. Four of your nine products carry none, and the descriptions run between 328 and 578 characters.
The fix: comes with the content work, not on its own.
An audit that only finds problems is a sales pitch. These are the things I checked and could not fault.