Welcome to chriskoh.dev
A long-form space for thoughts on AI, conversion optimization, and building Vietnam into the Ecommerce Nation. Here's what to expect.
After 10 years building GemPages from Hanoi, now serving 100,000+ Shopify merchants, I noticed something was missing. The lessons, the failures, the decisions that actually moved the numbers — most never made it past internal chat threads.
I write about them in depth here.
What you’ll find here
Three pillars, in roughly the proportions I think about them.
AI & Conversion (CRO) makes up about half of what I write. After analyzing 2,620+ winning advertorials while building GemStory, I have a clear opinion on what actually converts in 2026: generic AI writers don’t work anymore. The future belongs to pattern-based, vertical-specific systems — and I’ll share the actual data.
Ecommerce Builder makes up about a third. The 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 make up the rest — builder culture, behind-the-scenes of shipping AI agents, and ShopX events.
What this site is NOT
It’s not a course funnel, not a “make money fast” feed, and not a motivational poster with my face on it. Honestly, I’m a builder who sometimes teaches, not a teacher who never built anything.
If you’re a DTC operator, a Vietnamese ecom founder, or someone trying to figure out how AI actually ships to real merchants, I think you’ll find something here.
Welcome.