Four stores, four kinds of business. Each built end to end by the team in our tests.

Added Trail Crew ($22), Ridge Quarter ($19) and Summit Over-the-Calf ($26) in a Hiking Socks collection, each in Moss, Granite and Rust and sizes S, M and L.

Built a trail-photo home page, tiles for each style, a sock carousel, three points on comfort and materials, an About page, an FAQ and a free-shipping bar. Left out the founder section until it has the real story.

Chose warm oatmeal, deep forest green and moss, Outfit headings and Figtree text, drew a pine-and-trail mark, and made the photos in one warm outdoor style.

Aimed the home page at “merino wool hiking socks” (about 8,100 searches a month) and the product headings at crew, quarter and over-the-calf searches a small shop can win.

Wrote and switched on a welcome email that suggests the Trail Crew as a first pair, and a reminder for socks left in a bag.

Put the menu on the ordering engine: three pizzas in 12 and 16 inch with extra toppings, a Caesar salad with chicken to add, tiramisu and sodas. Added the five dish photos the owner sent.

Built the home, visit and about pages around one button, Order online, and pickup details on every page.

Warm cream and brick red, a serif with character for headings, and the owner’s oven photo where the first impression is.

Took the owner’s requests from the command box and handed each to the right agent: photos of dishes to Theo, the oven photo to Iris.

A guest ordered a 16 inch Margherita with pepperoni and paid with Stripe’s test card; the order was accepted, made and marked ready, and the guest’s page followed along.

Made the badge (the club’s name, Asheville, NC, in its green and gold), had the print partner draw it on a tee, a mug and a tote, and priced each with its margin.

Handed the request, “merch with our name: a t-shirt, a mug and a tote bag”, to Sam.

A customer bought two tees; the order went to the print partner with the 4000 pixel print file, and the tracking number came back to the customer.

Answered the customer’s “where is my order” with what shipped and its tracking number.

First sale: one order for $60.95. Next, tell the club’s few hundred members the shop is open.

Searched the supplier for car-wash products that ship from the US in under a week, and shortlisted four with the cost, margin and delivery time of each. The owner picked three.

Drafted GLEAM10, 10% off a first order, for the launch. It was created in the store only once the owner approved it.

A customer used the code on two bottles of foam; the order went to the supplier and came back with tracking, and the shipping email went out.