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Company

Great stores took agencies and months. We are making them abundant.

GemBoss is the AI Conversion Engine for Shopify brands, built by the team behind GemPages. It does the work, and a person approves every change.

Work with us → Explore the product
GemCommerce / The team, 2025
The GemCommerce team, the people behind GemPages and GemBoss, in 2025
The team behind GemPages and GemBoss, 2025.
2016
GemPages starts, with one developer and no merchants
100,000+
Shopify brands have built on GemPages since
100+
people today, in Hanoi, Saigon, Singapore and Shenzhen
1
rule in the product: a person approves every change
Our mission

Make great storefronts abundant. On the merchant's own terms.

Any operator should be able to launch a store that looks hand-built in an afternoon, and keep improving it.

  • A layer on the Shopify store you already run, not a new platform
  • An engine that does the work, and a person who decides what ships
  • Numbers you can check, measured on your own traffic
See the product →
Chris Koh, founder of GemPages and GemBoss, on stage at ShopX 2025

Traffic is a commodity. Conversion is a skill.

Chris Koh, founder, on stage at ShopX 2025
Our roots

Ten years of watching what makes a store sell. GemBoss is that decade, turned into a product.

  1. 2016One developer writing the first version of GemPages in 2016

    One person writing code.

    One developer, no merchants, and one problem: pages that sell needed a hire.

  2. 2019The first GemPages team in 2019

    The first team.

    Hire for curiosity, not just skill. That rule shaped every hire after.

  3. 2020Chris Koh presenting at a conference in 2020

    Show, do not tell.

    Conferences, to share rather than sell. Our key partnerships began in those rooms.

  4. 2025The GemCommerce team in 2025

    More than a hundred people.

    From zero merchants to over 100,000, in more than 100 countries.

Today

GemBoss. The same craft, as an engine that builds, tests and waits for your approval.

See it
What we learned

A decade of other people's stores. What it taught us.

About conversion
  • The fold does the selling: promise and proof go above it.
  • The winner answers the next objection. It is rarely the prettiest.
  • Proof beats polish: a review or a guarantee beside the buy button.
  • Stores that compound test every week, not once at launch.
About merchants
  • Nobody wants a page builder. They want a store that sells.
  • Most founders have no designer, so the tool must be the expert.
  • Time is the real budget. Every extra click delays a launch.
  • Lock-in scares merchants more than churn. The output must be theirs.
Our principles

What the product promises. And how the team works.

You own the output

Your storefront runs on the open gem framework, on your own Shopify.

A person approves every change

The agent proposes and you approve. Nothing reaches your store before that.

Measured, not promised

We say how numbers were measured and label illustrative data and early access.

Empathy

We build from the merchant's side of the screen.

Expert

A decade inside Shopify conversion. We test before we claim.

Entrepreneurs

We ship like owners and carry the risk we ask of you.

Exceptional

Hand-built and brand-true, on the thousandth store as on the first.

Team

The people behind GemBoss. A small team building big tools.

Over a hundred people in Hanoi, Saigon, Singapore and Shenzhen, led by founder Chris Koh, who still writes the conversion research himself.

See open roles → Say hello
The GemCommerce office during a working day
The office on a working day.
The lounge at the GemCommerce office
Merchants and partners come through most months.
Security and trust

Your store, your data. Protected by design.

GemBoss layers on your Shopify store and treats your data as yours.

Runs on your Shopify

Catalog, checkout, orders and customers stay in Shopify. Nothing is migrated.

Nothing auto-publishes

Every change is staged and approved by a person first.

First-party and consent-aware

Shoppers who opt out in Shopify's privacy settings are not tracked.

Kept separate, never sold

Each store's data is isolated per shop. We never sell or pool it.

Your data, exportable

CSV export on every plan. Cancel and it all leaves with you.

Open framework

The open gem framework, not a proprietary runtime.

Read how data is handled

Build the engine with us.

We are a small team building big tools for commerce. If that sounds like you, say hello.

See open roles → Read the blog