Episode 076 - Making Storefronts Faster One Device at a Time with Georgi Petrov of Uxify

Georgi Petrov, CEO and co-founder of Uxify, joins Karl and Taylor to talk about the half of web performance nobody optimizes for: the shopper's device. After building SMS Bump (acquired by Yotpo), ConsentMo, and NitroPack (acquired by WP Engine), Georgi is now tackling device-specific friction, the laggy buttons, layout shifts, and interaction delays that vary wildly from one phone to the next. We get into how Uxify profiles a visitor's capability without touching your code, the specialized agents that fix problems on the fly, the ClickHouse-powered data layer behind it all, and how to think about performance heading into BFCM. Plus the Dev Changelog and Picks of the Week.

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Find Georgi Online

• Uxify: https://uxify.com/integrations/shopify/
• LinkedIn: https://www.linkedin.com/in/georgipetrov/

Timestamps

• (00:00) Open
• (00:29) Intros
• (02:11) Meet Georgi Petrov of Uxify
• (02:54) Origin story: hardware hacking to his first software
• (06:03) Finding Shopify: SMS Bump, ConsentMo, and NitroPack
• (12:23) Making fast decisions and failing cheaply
• (15:32) Why Uxify: performance is half website, half device
• (20:11) How it works: profiling devices and adapting on the fly
• (26:17) Sitting alongside your theme without touching your code
• (28:26) Real user monitoring and specialized agents
• (37:47) The tech stack: ClickHouse and heavy browser testing
• (41:57) Shopify cart variations and a clever checkout fallback
• (46:24) Prepping for BFCM and who Uxify is for
• (51:14) Dev Changelog
• (58:22) Picks of the Week

Dev Changelog

• [action required] Variants now support multiple barcodes: https://shopify.dev/changelog/product-variant-barcode-is-being-replaced-by-barcodes
• Create and delete dev stores in Shopify CLI: https://shopify.dev/changelog/create-and-delete-dev-stores-in-shopify-cli
• [action required] Discounts Allocator Function API developer preview has ended: https://shopify.dev/changelog/discounts-allocator-function-api-developer-preview-has-ended
• Delivery options in Shopify Functions input now expose their metafields: https://shopify.dev/changelog/delivery-options-in-shopify-functions-input-now-expose-their-metafields
• Prepare your app for the Shopify admin's new look: https://shopify.dev/changelog/prepare-your-app-for-the-shopify-admins-new-look
• [action required] Updates to Events payloads and subscription configuration: https://shopify.dev/changelog/updates-to-events-payloads-and-subscription-configuration
• New Pricing audit trail for contextual product variant prices: https://shopify.dev/changelog/pricing-audit-trail-for-contextual-product-variant-prices
• [breaking api change] [action required] Removed session.currentSession.staffMemberId from POS UI Extensions (2026-10): https://shopify.dev/changelog/removed-session-currentsession-staffmemberid-from-pos-ui-extensions-2026-10
• Request a bundle size exception for existing UI extensions: https://shopify.dev/changelog/request-a-bundle-size-exception-for-existing-ui-extensions

Picks of the Week

• Karl: Keto Oreo-style sandwich cookies (about 50 calories each), part of his ongoing tour through packaged keto snacks: https://www.choczero.com/products/keto-sandwich-cookies
• Georgi: Calisthenics between AI prompts. Knocking out push-ups and squats while waiting on an agent, which he says burns the time well and sharpens his focus when he comes back.
• Taylor: Ted Lasso, season 4 on Apple TV+. Still, in his words, one of the most wholesome shows around: https://www.imdb.com/title/tt10986410/