Welcome to chriskoh.dev
A long-form home for thinking about AI, conversion optimization, and building Vietnam into the Ecommerce Nation. Here's what to expect.
After 10 years building GemPages — now serving 100,000+ Shopify merchants — I realized something was missing. The insights, the failures, the framework decisions that actually moved the numbers: most of them never made it past internal Slack threads.
This site is the long-form home for those.
What you’ll find here
Three pillars, in roughly the proportions I think about them:
AI & CRO Expert (about half of what I write). After analyzing 2,620+ winning advertorials while building GemStory, I have opinions on what actually converts in 2026. Generic AI writers are dead. Pattern-based, vertical-specific systems win. I’ll show the receipts.
Ecommerce Builder (about a third). Bootstrap journey, the year-six plateau that nearly killed us, the 4S Strategy (Shenzhen, Saigon, Singapore, Sydney), and why I believe Vietnam can be the Ecommerce Nation.
Tech Lifestyle & Networking (the rest). Builder culture, behind-the-scenes of shipping AI agents to production, ShopX events.
What this site is NOT
Not a course funnel. Not a “make money fast” feed. Not motivational posters with my face on them. I’m a builder who occasionally teaches — not a teacher who never built.
If you’re a DTC operator, a Vietnamese ecom founder, or someone trying to figure out how AI actually ships to merchants — I think you’ll get something here.
Welcome.