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Product copy, social share cards and image alt text are generated automatically on Shopify today. On Medusa they stop being a platform feature and become content somebody has to own — across 1,265 products and 2,162 pages.
Both were found during the migration audit of the new headless build. Neither is a bug — it is metadata Shopify generated from the product record, which the new front end has to be told to generate instead.
Without Open Graph data, a link pasted into WhatsApp, Facebook, LinkedIn or Slack renders as a bare URL. With it, the same link renders as a branded card. Every share is either an advert or a string of text.
Card content shown is the live Shopify home page’s own og: data, retrieved 23 Sep 2026 — og:title, og:description, og:site_name and a 1200×628 og:image. It is what the replatformed pages need to keep emitting.
twitter:card is set to summary, which renders the small square card rather than the large one. Specifying summary_large_image with a 1200×630 asset is a free upgrade to make while the templates are being rebuilt.Alt text is what Google Images indexes and what a screen reader announces. A generic string does neither job, and it is repeated across every product image on the site.
The three right-hand strings are real alt values in use on vaping101.co.uk today, retrieved 23 Sep 2026. They are the benchmark the migration needs to hold, not a proposal.
This is a volume problem, not a difficult one. What makes it worth scoping properly is how many URLs it touches and how much trade sits behind them.
Product, collection and page counts and the £2.1m trailing-300-day sales figure are Vaping101 figures supplied for this scope. Everything modelled below derives from them.
This isn’t new scope. Both items were already identified as separate scope in the Migration Position & Next Steps document — this page simply prices them up so you can decide.
Doing it now is simply cheaper and cleaner: the templates are already open, and the rules get written once so every new product inherits them. Nothing here expires — it is the same work either way.
All figures are one-off project costs, separate from the £6,000/month programme. Pick a package to see exactly what it covers. Smaller tiers are prioritised by traffic, so the SKUs that earn the most are done first. Your selection also drives the return model in the next section.
| Deliverable | Covered |
|---|
At this scale of trade, modest percentage movements are large cash movements. An uplift can only act on the pages actually being optimised, so the model applies it to the share of sales each tier covers — not to the whole £2.1m regardless of scope. Coverage assumes sales follow a 70/30 spread across the catalogue, so the traffic-prioritised tiers reach more revenue than their SKU count alone suggests.
| Uplift | Additional sales | Relative scale | vs. investment |
|---|
The same uplift applied to every tier. Smaller tiers are cheaper and score a higher multiple, because traffic-based prioritisation buys the best SKUs first — but they leave the rest of the catalogue untouched, so their absolute ceiling is lower. Only the Complete Site has no pages left out.
| Tier | Sales covered | At 1% | At 3% | At 5% | Investment |
|---|
Systematically improving all 1,265 products and Open Graph data across 2,162 pages is a fixed, one-off cost against a recurring sales base — which is why even the conservative row clears the investment several times over.
Complete Site · £6,000 one-off, everything in
Every one of these pages is being rebuilt anyway. Writing the metadata rules into the new templates while they are open costs a fraction of going back over 2,162 pages once the site is live — and it means the replatform launches at parity instead of a step behind. Take the Complete Site tier and collections and image alt text come with it, at no extra cost. If the timing is easier after launch, it can just as well be rolled into the retainer — the work is the same either way.
All 1,265 SKUs optimised, worked in traffic order so the best sellers land first.
All 523 collection pages, not just the top 20 or 50. Included.
Alt text across the relevant site, and Open Graph data on all 2,162 pages. Included.