Hi, my name is Dave Loodts.
I’m a WooCommerce conversion specialist.
Read more about me here and this blog.

  • 50

    Most of the time, I don’t lose any sleep over getting older. Not even when the number is a nice, round 50. But then my lovely wife showed up with birthday decorations and a huge “50” sign that read: “Half a century.” Well… those words hit a little differently.So today, I’ve officially been around for…

  • Are Block Themes suitable for WooCommerce?

    I don’t have an answer to this. I haven’t yet dared to build an online shop for paying clients based on a Block Theme.Here and there you hear people say that Block Themes have advantages. But that you do have to work around the quirks and limitations. Well, what if I don’t want to?Why would…

  • What WordPress can learn from Lego

    Everyone knows Lego. Those cheerful plastic bricks you step on barefoot in the middle of the night, which have since grown into a global brand with flagship stores in every self-respecting major city. But did you know Lego was completely in the dumps fifteen years ago? Sluggish sales, shaky reputation — things weren’t looking great…

  • It’s impossible to contribute financially to WordPress

    Automattic always has its eyes on the big fish — hosting companies (rightfully so), well-known plugin builders. They contribute by paying employees or freelancers who work on WordPress core. Many even have their own community managers to keep things running. But how does a small fish — like me — make a financial contribution to…

  • WooCommerce should be an E-CMSS

    WordPress is widely considered a CMS — a content management system. Clean, simple, makes sense.But what exactly is WooCommerce then? At Checkout Summit 2026, I asked James Kemp a straightforward question: “Why don’t we have a VAT number field in WooCommerce core?” There is a company name field. So a customer fills in their company…

  • WordPress Security: The 7.0 Elephant in the Room

    Let’s be honest — WordPress has had a security image problem forever. And WordPress itself is fine. It’s the plugins and themes causing trouble. You can ignore that, sure. Or you can actually care about it — especially if you’re leading the WordPress world, and especially when the community’s top security voice is literally saying…

  • How to destroy a WordPress brand

    So, Liquid Web has officially wrung the neck of the LearnDash brand. And Kadence. And a bunch of others. Some people will tell you the brand isn’t dead — it’s still on the Liquid Web website somewhere. Technically true. So is my gym membership, and I haven’t been there in months. But what even is…

  • Checkout Summit was amazing

    It may sound blasé, but I knew in advance that this event was going to be great. Why? There’s always something special about a very first edition.With a very first edition, everything is new for everyone. New environment, new group, new format, new organizer. And what happens in your head when something is new: you…

  • My Blogging Method: 300 Words Max

    Apparently, there’s a trend in WordPress land: endlessly long blog posts. Honestly, they put me off sometimes depending on the topic. No matter how interesting your blog post may be, I just sometimes can’t deal with it, for several reasons: So my blog is exactly what I would want to read myself. Something simple and…

  • Why this blog?

    Sure, imposter syndrome is definitely there. What do I have to say, really? During Checkout Summit 2026, I did notice that my words, or knowledge, can actually change things. Or shift opinions. Including my own. Someone told me: “Yes, but Dave, you’ve been doing this for 20 years.” Damn. Holy sh*t. Time flies when you’re…