Fishing tackle, UK and worldwideMagento 2 and Hyvä
Total Fishing Tackle
A full redesign and Hyvä rebuild for a tackle retailer selling across the UK and worldwide, with ongoing development.
AI-assisted ecommerce development.
Senior engineers with AI tooling on every task: work delivered in days rather than sprints, for less.
AI-assisted delivery is how every task at Refined Commerce is done: senior engineers use AI tooling for the reading, drafting, testing and documentation around a change, and decide what ships. For Magento, Adobe Commerce, Hyvä and Shopify merchants who want work done in days, and want the saving passed on.
Why merchants ask about this.
Three things we hear about AI and development.
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Our agency says it uses AI, but the quotes have not changed.
What it usually meansIf the tooling saves effort, the saving should reach you. Ours shows in the price of each piece of work and in how soon it comes back.
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We are worried AI-written code will break the store.
What it usually meansSo are we, which is why a senior engineer reads every line and tests it on staging before anything goes live.
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Simple changes still take weeks to come back.
What it usually meansMost of a small task is reading and writing up. That is the part the tooling speeds up.
What AI-assisted delivery means in practice.
Five things that are true of every task, and one that is not.
An engineer on every task
The tooling reads, drafts and tests; a senior engineer directs it and is answerable for it.
The saving passed on
When the tooling saves effort, it shows in the price of the work and in how soon it comes back.
Review before anything ships
Every change read by a person and tested on staging before it is deployed.
Documentation that gets written
A note of what changed, why and how it was tested, written at the time.
Your code and data stay yours
Work in your repository and staging; customer personal data is not put into any tool.
What it is not
Not a chatbot on your store, not code deployed unread, not a reason to take less care.
The same store, with and without us.
Without us
- AI talked about, but the quotes unchanged
- Code generated and deployed without a careful read
- Notes promised later and never written
- Logs skimmed rather than read
- Customer data pasted into a chat window
- Small requests waiting for the next sprint
With Refined Commerce
- The saving passed on in the price of the work
- Every line read by a senior engineer and tested on staging
- A written note with every change
- Logs and old code read properly before anything is touched
- Customer personal data kept out of AI tools
- Work usually started within days
From request to live.
The same sequence for a small fix and a two-week feature.
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Step 1: A free first look
Send us the store address and the first thing you want done. A senior person reads the store and replies in writing.
Within two working days- Access we need
- None. The store address and a few lines about the task.
- What you receive
- Findings, a plan and a price in writing, with no obligation.
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Step 2: You ask; we read
A sentence by email is enough. The engineer reads the request, the code and the logs with the tooling, and gives you an estimate where the work warrants one.
Same day- Access we need
- Read access to the repository and a staging copy.
- What you receive
- A written summary, and an estimate for larger work.
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Step 3: Drafted and tested on staging
The engineer directs the tooling through the change and the tests, reads everything it produced, and tests it on a copy of your store.
Usually within days -
Step 4: You check it, we deploy
A plain-English note of what changed and what was tested, with the code changes if you want them.
At a time agreed with you- Access we need
- Deployment access to the live store.
- What you receive
- A written note, and the change live at a quiet hour.
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Step 5: Itemised on your invoice
Each piece of work appears on the monthly invoice with its own price.
Monthly- What you receive
- One itemised invoice a month.
Is this the right service for your store?
This is for you if
- You want work done in days rather than sprints
- Your store is on Magento, Adobe Commerce, Hyvä or Shopify
- You want a person answerable for every change
- You would like a written note with every change
If your situation is different
- Want to use AI yourselves, with us beside you? See your team, AI and us.
- Want an assistant or better search on the storefront? See search and merchandising.
- Thousands of thin product pages? See product content at catalogue scale.
We price the work, not the clock.
- This service
- Each request priced as a whole, with an estimate first where you want one.
- How you pay
- Ad hoc, invoiced at the end of the month, or as part of a monthly retainer.
- Our rate
- £80 an hour plus VAT, the same for every merchant.
- Never charged
- Account management, or the first look at your store.
No surcharge for AI: the saving is yours.
AI-assisted delivery is not a separate product; it is how our engineering is done. The saving shows in what each piece of work costs and how soon it is finished, not in a different price list. We do not publish a figure for how much faster, because it varies by task and we will not invent one.
- Nothing deployed without being read by a person
- A written note with every change
- Ad hoc or on a monthly retainer
What happens first
How our pricing works - We confirm access and check the staging copy works.
- The work is read against the code, the logs and the release you run.
- You get an estimate, or a question, in writing before anything else is done.
The team behind this work.
A store built by this team. The figures are the store's own, measured by Google; they are not a claim about AI.
… Every time I’ve emailed them, they’ve been incredibly responsive with quick replies, clear answers, and genuinely helpful support. It’s rare to find a company that communicates this well. …
Why merchants bring this work to us.
About Refined Commerce- 100%
Read by a person before it reaches your store
Every line of code and every piece of content that AI tooling drafts is read, tested and signed off by a senior engineer.
- 2008
Judgement that the tooling does not have
Years of Magento and Shopify work tell us what is safe to change on a trading store, and what needs a second look.
- 1
Point of contact, whoever does the work
Whether we do it for you or your own team does it with AI, the same senior person stays answerable for the store.
Questions merchants ask about this.
Does AI write the code on our store?
Some of it is drafted with AI tooling, under the direction of a senior engineer who reads every line, tests it on staging and is answerable for it. The engineer decides what ships; the tooling does not.
How much faster or cheaper is it?
It depends on the task, so we do not put a percentage on it. What merchants notice is that small requests come back in days rather than weeks, and that our prices are lower than a typical agency's for the same work. Judge it on your own first few requests rather than on a figure from us.
Is our code or customer data sent to a third party?
Code, configuration and logs are worked on with AI tooling under commercial terms that do not use them to train models. Customer personal data is not needed for engineering work and is not put into any tool; where a fault involves an order, we work from the identifier, not the person's details. We will tell you which tools we use if you ask.
Will it make the code harder to maintain later?
No more than any code. Every change is reviewed to the same standard, documented at the time, kept in your repository under version control and written in the platform's conventions, so another Magento, Hyvä or Shopify developer can pick it up without us.
Can we ask you not to use it on our store?
Yes. Tell us and we will work without it. Some work will take longer and cost more as a result, and the estimate will say so first.
Is this the same as the AI oversight retainer?
No. This page is about how our own engineers work. The oversight retainer is for merchants managing their store with an AI system of their own, who want a senior engineer reviewing what it ships.
See where the store stands before the first piece of work.
Give us the address and we will read what the store already shows the world: release, support status, PHP, headers, hosting and any sign of a hijack. One page, by email, within two working days. Nothing is accessed or tested.
- Magento Open Source, Adobe Commerce and Mage-OS stores
- No login, no access, no obligation
- Written by a person, not a scanner
Free store health checkOne page, by email
Example report Magento Security and Upgrade Health Check
example-store.co.ukNeeds attention
- Platform
- Magento Open Source 2.4.4-p3
- Adobe support
- ended 12th April 2025
- PHP
- 8.1, end of life 31st Dec 2025
- Frontend
- Luma
- Security headers
- 2 of 6 present
- Hijack indicators
- none found
What we would do first. Apply the outstanding security fixes, then plan the upgrade to a supported release.