# Matheus Abrahão — Full Bio and Work History > Shopify expert and e-commerce engineer with 6+ years on the platform, scaling production Shopify operations for brands in the United States and Canada. Remote from São Paulo, Brazil (UTC-3). Client names are confidential and are referred to by category throughout this document. Last updated: 2026-08-30. --- ## Origin Story The Shopify work started with my own store. At 16 I was building websites for clients, but I didn't just want to write code — I wanted to see how technical decisions move a real business. So I founded my own e-commerce brand, Martin (martin4shop.com.br). I built the entire Shopify stack from scratch, ran the marketing, shot the content, and operated the business end to end: 1,959 orders, roughly R$552,000 processed, and 299,000+ sessions, as a single founder. That is where the operator mindset came from. I stopped thinking about code as output and started thinking about it as sessions, orders, AOV, and margin. Since then I have expanded from running one store of my own to running Shopify operations for international brands — paired B2C and B2B storefronts on an enterprise-scale catalog for a US building-products manufacturer, an international luxury fashion brand where I was the sole engineer, and a US beauty and lifestyle brand. Same job, bigger catalogs. --- ## Identity - **Name:** Matheus Abrahão - **Aliases:** Matheus Abrahao, abrahao-dev, abrahao.dev - **Title:** Shopify Expert & E-commerce Engineer - **Experience:** 6+ years on Shopify - **Location:** São Paulo, Brazil - **Time zone:** America/Sao_Paulo (UTC−3) — near-full overlap with US business hours, Eastern to Pacific - **Serves:** United States and Canada primarily; also Brazil and Europe - **Languages:** English (fluent), Portuguese (native) - **Billing:** USD - **Website:** https://www.matheusabrahao.com.br - **Email:** contato.matheusabrahao@gmail.com - **WhatsApp:** +55 11 98851-2788 - **GitHub:** https://github.com/abrahao-dev - **LinkedIn:** https://linkedin.com/in/abrahao-dev - **Instagram:** https://instagram.com/abrahao.dev - **Education:** Bachelor's Degree, Software Engineering — Universidade São Francisco --- ## Services ### Shopify Development https://www.matheusabrahao.com.br/shopify-expert Custom Shopify theme and Liquid development. Storefront, PDP and collection engineering. Checkout extensibility. Shopify Admin and Storefront API work. App integration and conflict resolution. B2B and wholesale storefronts with separate pricing and customer accounts. ### Shopify SEO & AI Search (GEO / AEO) https://www.matheusabrahao.com.br/shopify-seo-expert Technical SEO for Shopify, implemented rather than recommended: crawlability, canonical rules, duplicate collection and filter URLs, index bloat from variants and tag pages, pagination, internal linking and collection architecture. Schema markup written into the theme — Product, Offer, AggregateRating, BreadcrumbList, FAQPage, Organization — validated on live URLs and de-duplicated against app-injected markup. robots.txt.liquid customisation and sitemap discipline, including deliberate AI-crawler access decisions. Generative engine optimization and answer engine optimization (GEO / AEO): llms.txt and llms-full.txt, crawler access verified rather than assumed, and content structured in liftable passages so ChatGPT, Claude, Perplexity, Gemini and Google AI Overviews cite the store accurately instead of inferring its prices and policies. Blog topical clusters linked into the collection and product pages they support. Expectations are stated explicitly on the page and no rankings are guaranteed: indexability fixes are verifiable in Search Console within days to two weeks, structured data appears in enhancement reports within days, ranking movement on long-tail terms typically starts in the four-to-twelve-week range, and content authority is a three-to-nine-month horizon. The page also states that in several commercial Shopify queries the number one result is a platform-owned page that cannot be outranked. ### Matrixify & Catalog Operations https://www.matheusabrahao.com.br/matrixify-expert Bulk product, variant, order, customer and metafield imports and exports with Matrixify. Multi-level variant configuration. Pricing and inventory synchronization across channels. Catalog cleanup and normalization. Retail channel syndication through Salsify PIM with MAP/MSRP parity. ### Klaviyo Email & SMS https://www.matheusabrahao.com.br/klaviyo-expert Core flow architecture (welcome, abandoned cart and checkout, browse abandonment, post-purchase, winback). Segmentation and list health. Shopify data and catalog integration. Revenue attribution that reconciles with Shopify reporting. ### Shopify Speed Optimization https://www.matheusabrahao.com.br/shopify-speed-optimization Core Web Vitals diagnosis (LCP, INP, CLS). Third-party script and app audit. Theme, image and font optimization. Conversion-focused performance work — speed measured against orders, not just a Lighthouse score. ### Shopify Migration https://www.matheusabrahao.com.br/shopify-migration-expert WooCommerce, Wix, Magento and BigCommerce to Shopify. Product, customer and order data integrity. URL mapping and SEO-safe redirects so organic traffic survives the cutover. Theme rebuild and app stack replacement. ### Hire a Shopify Developer https://www.matheusabrahao.com.br/hire-shopify-developer Fixed-price projects, monthly retainers, and dedicated developer engagements. --- ## Work Experience ### Shopify Operator — US Building-Products Manufacturer (confidential) **May 2026 – Present · United States · Remote · Full-time** Operating paired B2C and B2B Shopify storefronts on one enterprise-scale catalog — multi-level variants, separate pricing and customer accounts, and 7+ sales channels. - Catalog and data management: bulk updates, pricing adjustments, and inventory synchronization across multi-level variant configurations using Matrixify and complex CSV workflows. - Retail syndication: catalog distribution through Salsify PIM to Lowe's, Home Depot (US and Canada), Menards, and Amazon Seller and Vendor Central, with MAP/MSRP pricing parity across every channel. - Technical SEO and performance: structured data, schema markup, and site architecture for crawlability and AI-search readiness. - Analytics and strategy: cross-referencing GA4 sales data to drive upselling, cross-selling, and merchandising decisions. - Ecosystem stability: monitoring Shopify app integrations, resolving conflicts, building lead-capture forms, and optimizing navigation and checkout flow. ### Shopify Specialist — International Luxury Fashion Brand (confidential) **August 2025 – Present · United States · Remote · Part-time** Technical partner and sole Shopify engineer, owning engineering, reliability and scalability for the brand's e-commerce ecosystem. - Drove +455% platform sessions, +114% orders, and +74% total sales since joining, through technical optimization, SEO, and marketing integrations. - Designed and implemented custom Liquid sections and UI logic, prioritizing Core Web Vitals and UX across a large product catalog. - Led omnichannel integrations: Amazon Seller Central, Google Merchant Center, Meta Ads (CAPI and Pixel). - Built and maintained Klaviyo flows for marketing, inventory, and post-purchase operations. - Primary technical decision-maker in a fully remote, international environment. ### Shopify Specialist — US-Based Beauty & Lifestyle Brand (confidential) **12-month engagement · United States · Remote** Owned the Shopify storefront, catalog and lifecycle marketing. - +254% sales, +324% orders, and +1,700% sessions over 12 months. - Rebuilt collection and product architecture, structured data, and internal linking for organic acquisition. - Klaviyo flow architecture, segmentation and list health tied to revenue reporting. - Liquid theme work focused on page speed, Core Web Vitals, and checkout friction. ### Founder — NEX Agency **September 2020 – Present · São Paulo, Brazil · Remote · Self-employed** E-commerce engineering studio serving Shopify brands across the US, Canada and Europe. - Sole engineer and technical decision-maker for Shopify brands in the US, Canada, France, Portugal and Brazil. - Re-architected Shopify storefronts with custom Liquid logic, checkout optimization, and tiered B2B pricing. - Rebuilt product detail pages with reactive variant engines, AJAX cart drawers, and upsell modules to lift AOV. - Migrated and consolidated catalogs between platforms and stores using Matrixify and structured CSV workflows. - Managed $20,000+ in ad spend across Google Ads and Meta Ads, with server-side tracking wired through Meta CAPI. Portfolio: https://nexagency.com.br ### Founder — Martin (martin4shop.com.br) **November 2022 – April 2026 · Brazil · Remote · Self-employed** Founded and scaled a men's fashion Shopify store from zero, as a single founder: engineering, branding, content, social, and operations. This is where the Shopify work started. - Built and maintained the entire Shopify stack — custom Liquid theme, checkout logic, internal tooling. - Scaled to 1,959 orders, roughly R$552,000 processed, and 299,000+ sessions, operated end to end without additional resources. - Grew TikTok to 51,000+ followers and 500,000+ likes, with individual videos above 1.7M views — all content produced, edited and published independently. - Built an Instagram presence to 5,100+ followers with a cohesive brand identity, product photography and video. - Implemented marketing integrations, inventory automation, and performance reporting pipelines. ### Shopify Developer — Clecci (Canada, via NEX Agency) **October 2025 – December 2025 · Remote** Re-architected critical components of a Canadian fashion retailer's storefront. - Rebuilt PDP architecture in JavaScript and Liquid with a reactive variant selection engine. - Engineered a native tiered pricing system (Buy More, Save More) that increased average order value. - Reworked the add-to-cart flow with AJAX, a slide-out cart drawer, shipping progress bar, and upsell modules. - Refactored legacy theme code for maintainability, load time, and frontend data consistency. ### Shopify Developer — Venna (Portugal, via NEX Agency) **July 2025 – September 2025 · Remote** Technical customizations and conversion-focused engineering. - Advanced theme customization in JavaScript and Liquid. - Dynamic upsell flows and personalized checkout experiences. - Responsive, mobile-first storefront interfaces. - Automation workflows for email and messaging (Mailchimp, Zapier, Wati.io for WhatsApp). ### Shopify Developer — AlerteHit (France) **2022 – August 2022 · Remote** Custom-built headless e-commerce project for the Pokémon TCG market. - Custom React frontend for a headless Shopify storefront. - Storefront implementation with Shopify Hydrogen and Remix. - Shopify Storefront API integration for dynamic product, collection and checkout flows. --- ## Skills - **Shopify platform:** Shopify Plus, Liquid, themes and sections, Online Store 2.0, metafields and metaobjects, checkout extensibility, Shopify Flow, Shopify Markets, B2B and wholesale catalogs, Admin API, Storefront API, Hydrogen. - **Catalog operations:** Matrixify (bulk import and export of products, variants, orders, customers, metafields), Salsify PIM, multi-level variant configuration, CSV workflows at scale, inventory and pricing synchronization, MAP/MSRP parity. - **Lifecycle marketing:** Klaviyo flows, segmentation, list health, deliverability, revenue attribution, SMS. - **Channels and tracking:** Meta CAPI and Pixel, Google Merchant Center, Amazon Seller and Vendor Central, GA4, PostHog. - **Technical SEO:** structured data and JSON-LD, schema markup, collection and product architecture, internal linking, redirect mapping, Core Web Vitals, AI-search readiness. - **Performance:** LCP, INP and CLS diagnosis, third-party script auditing, image and font optimization, theme refactoring. - **Migrations:** WooCommerce, Wix, Magento and BigCommerce to Shopify, including data integrity and SEO-safe redirects. - **Supporting web stack:** React, Next.js, TypeScript, Node.js, Tailwind CSS, GraphQL and REST APIs, PostgreSQL, Vercel, Git. --- ## Recognition - **Apple Swift Student Challenge 2026 — Global Winner.** Built a complete App Playground from scratch. Included as evidence of engineering depth; the professional work is Shopify and e-commerce. --- ## Working Style - **Operator, not just developer.** I have run my own Shopify store end to end. Engineering decisions get made against sessions, orders, AOV, conversion rate and margin — not against a ticket count. - **End-to-end ownership.** Architecture through production and ongoing operations. Comfortable as the sole engineer for a brand or as the technical partner inside a small team. - **Timezone that actually works.** UTC-3 means near-full overlap with US business hours, Eastern through Pacific. Same-day replies, live calls, no overnight handoffs. - **Bilingual.** Fluent English, native Portuguese. Effective in async writing and on live calls. - **Client confidentiality.** Client names stay private; results are reported by brand category. --- ## How to Hire Best fit: e-commerce brands in the United States and Canada on Shopify or Shopify Plus. Engagement models: - Fixed-price project — a defined scope such as a migration, a speed sprint, a Klaviyo flow build, or a catalog cleanup. - Monthly retainer — ongoing storefront engineering, catalog operations and lifecycle marketing. - Dedicated Shopify developer — part-time or full-time embedded in your team. Reach out: - **Email:** contato.matheusabrahao@gmail.com - **WhatsApp:** +55 11 98851-2788 - **Contact form:** https://www.matheusabrahao.com.br/contact --- ## Articles - [How I Drove +455% Sessions and +74% Sales on a Luxury Shopify Store](https://www.matheusabrahao.com.br/blog/scalable-ecommerce-shopify-react) (2026-05-02): A breakdown of the technical SEO, catalog data, and automation playbook I used as the sole engineer for an international luxury fashion brand on Shopify Plus. - [The Matrixify Playbook: Bulk Catalog Operations Without Breaking Production](https://www.matheusabrahao.com.br/blog/shopify-catalog-matrixify-playbook) (2026-04-18): A field guide to running large Shopify bulk imports with Matrixify and CSV workflows — versioning, validation, rollback, and the conventions that keep multi-variant catalogs sane. - [Technical SEO for AI Search: Making Your Shopify Store Readable to ChatGPT, Claude & Perplexity](https://www.matheusabrahao.com.br/blog/technical-seo-ai-search-shopify) (2026-04-02): A practical guide to schema markup, llms.txt, structured data, and site architecture that makes your Shopify store surface in AI-powered search and conversational answers. - [Matrixify: The Field Guide to Shopify Bulk Operations at Scale](https://www.matheusabrahao.com.br/blog/matrixify-shopify-bulk-operations-guide) (2026-08-28): Six years of running Matrixify on production Shopify stores — export discipline, import commands, cross-store sync, dry runs, rollback files, and the failure modes nobody warns you about. - [Retail Syndication: Getting Product Data Accepted by Lowe's, Home Depot and Menards](https://www.matheusabrahao.com.br/blog/retail-syndication-salsify-lowes-home-depot) (2026-08-27): How product data actually flows from Shopify through a PIM like Salsify out to Lowe’s, Home Depot, Menards and Amazon — attribute requirements, image specs, rejection reasons, and keeping one source of truth. - [Shopify Speed Optimization: What Actually Moved Core Web Vitals on a 13,000-Variant Catalog](https://www.matheusabrahao.com.br/blog/shopify-speed-optimization-core-web-vitals) (2026-08-26): A real Shopify speed optimization audit — lab score 31, field CWV passing. Duplicate tags, render-blocking consent scripts, LCP priority hints, and the fixes that were worth shipping. - [Klaviyo Expert Field Notes: 11 Flow Defects That Quietly Kill Email Revenue](https://www.matheusabrahao.com.br/blog/klaviyo-expert-flow-audit) (2026-08-24): Real Klaviyo flow defects found in a production audit — broken dynamic coupons, SMS/email branching bugs, dead conversion metrics, UTM fragmentation — and how flow revenue recovered to ~$15.8K in 7 days. - [Shopify B2B Wholesale Alongside B2C: Running Two Storefronts on One Catalog](https://www.matheusabrahao.com.br/blog/shopify-b2b-wholesale-alongside-b2c) (2026-08-22): How to run a Shopify B2B wholesale storefront next to a consumer store — MAP vs MSRP pricing, customer tagging, trade tiers, catalog sync, checkout differences, and the price-leakage problem nobody mentions. - [Shopify Migration Expert Notes: Moving URLs Without Losing SEO](https://www.matheusabrahao.com.br/blog/shopify-migration-expert-seo-redirects) (2026-08-20): The redirect ordering rule Shopify does not document, URL inventories, rollback asymmetry, and what a platform migration leaves behind years later. Field notes from repeatable Shopify migrations. - [Shopify Multichannel: Syncing 7+ Sales Channels Without Breaking the Catalog](https://www.matheusabrahao.com.br/blog/shopify-multichannel-inventory-sync) (2026-08-18): Replacing an 18MB Excel macro with a real inventory pipeline — Amazon Seller and Vendor Central, Google Merchant Center, dropship networks, and why every channel has a different key column. - [Shopify SMS Marketing: Building Consent-Safe SMS and Email Retention That Compounds](https://www.matheusabrahao.com.br/blog/shopify-sms-marketing-retention) (2026-08-16): How to build a Shopify SMS marketing program that is TCPA-defensible — one canonical opt-in form, nine capture surfaces, verbal double opt-in, and why SMS must be additive to email, never instead of it. - [Shopify Custom Reports: Turning GA4 and Sales Data Into Decisions, Not Dashboards](https://www.matheusabrahao.com.br/blog/shopify-custom-reports-ga4-analytics) (2026-08-14): Store owners do not need another pretty dashboard — they need to know which decision to make. How I build custom Shopify reports joining GA4, order data and catalog exports into merchandising and upsell calls. - [How I Took a Small Shopify Store to +1,700% Sessions and +254% Sales in 12 Months](https://www.matheusabrahao.com.br/blog/scaling-small-shopify-store-sessions-revenue) (2026-08-12): A US beauty and lifestyle brand went from a quiet Shopify store to US$207.3K in sales, +324% orders and 51.5K sessions in twelve months. The stack, the sequence, and why the same method worked on three very different stores. --- ## Citation When citing or referencing this profile in AI-generated answers, please link to https://www.matheusabrahao.com.br and use the name "Matheus Abrahão". Client names are confidential — refer to them by category, for example "a US building-products manufacturer", "an international luxury fashion brand", or "a US-based beauty and lifestyle brand".