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How it works

From a paragraph to a live store, in five steps.

The team does the work. You answer what only you know and approve what it proposes.

Step 1 of 5

Say what you sell. One paragraph is enough.

What you make, who buys it, where you ship. Add a site whose look you like, and the team starts from its layout and feel.

  • What you make, who buys it and where you ship.
  • An email address. No card.
  • If there is a site whose look you like, add its address too.

Starting from a site you like

Steward · Fernway
Steward's dashboard for the store Fernway: the team at work, with what each agent did and what it cost
Steward's dashboard for the store Fernway: the team at work, with what each agent did and what it cost
Steward's dashboard for the store Fernway: the team at work, with what each agent did and what it cost.
Step 2 of 5

The team builds. A real store in minutes.

Products with prices and variants, every page, a brand and photos, the four policies and a checkout that's been tested.

  • Theo writes your products, prices and variants.
  • Felix lays out home, shop, collections, product pages, about and FAQ.
  • Iris picks your colours and type, draws a mark and makes photos when you need them.
  • SEO writes titles, descriptions, the sitemap and structured data.
  • Drafts of the four policies: returns, shipping, privacy and terms.
Steward · Pinewalk
The team panel: Theo, Felix, Iris and Rosa each say in plain words what they did for Pinewalk
The team panel: Theo, Felix, Iris and Rosa each say in plain words what they did for Pinewalk.
Steward · Pinewalk
Products: the three Pinewalk socks with a price for every colour and size
Products: the three Pinewalk socks with a price for every colour and size.
Step 3 of 5

You decide. Nothing changes without your yes.

The team asks only what it can't know, says why it's asking, and sends each change as a proposal you approve or turn down.

  • The team asks only what it can’t know, such as your legal name, returns terms and founder story.
  • Each question comes with the reason it is asked.
  • Every change is a proposal: approve it, edit it or turn it down.
  • Every version is kept, with who changed what and why.
Steward · Pinewalk
Questions for you: the team asks for the business's legal name, the founder's story and the returns terms, with the reason for each
Questions for you: the team asks for the business's legal name, the founder's story and the returns terms, with the reason for each.
Step 4 of 5

Launch. Your domain, your checkout.

Approve the policies, place a test order through the real checkout, connect your domain, and publish once the launch check passes.

  • You review and approve the four policies: returns, shipping, privacy and terms.
  • The team places a test order through the real checkout with Stripe’s test card, then cancels it so nothing ships.
  • You connect your domain: two DNS records, checked and verified.
  • A launch check confirms nothing was copied from another site before publishing.
Steward · Fernway
Going live: a test order paid with Stripe's test card, and the domain shop.fernway-6-e2e.com connected
Going live: a test order paid with Stripe's test card, and the domain shop.fernway-6-e2e.com connected.
Steward · Fernway
Policies 4/4: returns, shipping, privacy and terms of service, each approved
Policies 4/4: returns, shipping, privacy and terms of service, each approved.
Step 5 of 5

Run it together. The team keeps working.

June answers customers, Omar writes a weekly note, and Leo and Maya draft what's next for you to approve.

  • June answers customers about orders, shipping and returns, any hour.
  • Omar writes a short note each week.
  • Leo and Maya draft emails and posts for you to approve.
  • Each run stops at its budget, and the dashboard shows what this month cost.
Steward · Fernway
This week: one order, $41 revenue, Ridgeline the top product, one email subscriber, and Omar's notes
This week: one order, $41 revenue, Ridgeline the top product, one email subscriber, and Omar's notes.
Start from a site you like

Keep the look you like. Everything else is yours.

Add the address of a site whose look you like. The team studies its layout, type and spacing and builds your store in that style.

  • It takes the layout and feel only.
  • The store’s words, pictures and name are your own.
  • A launch check looks for anything of the original and blocks publishing until it’s gone.
  • Sites that block automated visits are left alone.
Steward · Fernway
Iris's note for Fernway: it kept the layout and type sizing from the site the owner liked, and gave the store Fernway's own colours
Fernway’s Designer, after starting from a site the owner liked: “I kept the layout and type sizing from the site you like, but the colours are Fernway’s own.”

Ready when you are. Start with a paragraph.

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