Sydney, Australia
Edward Cameron is the founder of Whoosh, the Shopify speed app made in Sydney, Australia. Whoosh was founded in 2023, is operated by Fastlane Technology Pty Ltd, and has been on the Shopify App Store since 11 August 2025. It holds a store's other apps (it works with 40+) until the product photo is on screen, preloads the page a shopper is likely to open next, and measures the result on the store's own shoppers: a 50/50 test for the first few weeks, then 90/10 with a 10% control group. Edward works with the merchants who install Whoosh, and every post here carries his name.
“Edward has been fantastic in supporting us to improve our store speed and pass core web vitals! He's always super responsive and helpful.”
Guides & checklists 7 min read
Dawn already asks for the big homepage photo ahead of the other pictures. What still keeps a shopper staring at a pale block is a fade Dawn switches on by default, and turning it off is one checkbox.
Agentic commerce 6 min read
A shopper searching for sustainable clothes reads one line under your homepage link before they tap. Here is what that line should say about your whole store, where Shopify keeps it, and what the homepage has to show next.
Agentic commerce 6 min read
Someone asks ChatGPT for a rain jacket and gets a row of product cards. If you sell on Shopify, your jacket can already be one of them, built from your admin. When she taps it, your own product page opens, and that is the page to check.
Agentic commerce 6 min read
Your spatula's Google line is blank, so you try a meta description generator. Here is what it drafts, where Shopify keeps that line, and the one read you do before you save it.
Agentic commerce 6 min read
You paste your spatula's link into a meta description checker and get a length score. Here is what that score reads, where Shopify already shows the same line, and why it is not the line Google prints.
Agentic commerce 6 min read
A shopper searching for a spatula reads the short line under each Google link before they tap. Here is Shopify's own example of that line, why the first words matter most, and where you type yours.
Apps & scripts 7 min read
An image optimizer rewrites the photo stored in your Shopify admin, while Shopify still makes the light copy the shopper's phone downloads. The part worth paying for is the file name and the short description, and it is the wrong buy when the photo is slow to appear.
Apps & scripts 6 min read
Your Shopify store already sends each product photo from a computer near the shopper, so a report telling you to add a CDN is asking you to buy something you have. The part worth checking is whether the photo was uploaded to Shopify or pasted in from somewhere else.
Apps & scripts 6 min read
Shopify already makes small, light copies of the product photo you upload. The shopper still waits when the theme asks for the biggest copy, or makes the first photo queue behind the rest of the gallery.
Core Web Vitals 6 min read
Yottaa's free plan tells you which apps your product photo is waiting on. Making those apps wait is the paid part, and on Yottaa it is billed by page views. Whoosh does that waiting at the same price every month.
Core Web Vitals 5 min read
Shopify speed score has meant a Lighthouse average, and it now means three figures from real visitors. They are not the same number, and only one of them is the target.
Agentic commerce 6 min read
Someone finds your product in ChatGPT and taps Buy. Instant Checkout lets approved stores take that payment inside the chat. On most Shopify stores, the tap opens your own product page instead, so that page is where the sale happens.
Agentic commerce 6 min read
Your customer asks ChatGPT for the blue runners, and before it can buy them the chat has to ask your store a few questions. That's the Agentic Commerce Protocol. On Shopify, Shopify answers for you, so your part is one admin screen and the page the chat sends them to.
Speed apps & tools 7 min read
Every speed app on the Shopify App Store promises a faster store. Each one clears a different thing out of your product photo's way, and one look at your own product page tells you which one you need.
Apps & scripts 6 min read
You added Klaviyo so you can reach shoppers after they leave. That needs a small program on the product page, and it only slows the store when it starts before the product photo.
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