diff --git a/public/assets/css/style.css b/public/assets/css/style.css
index 7eeae4a..98fd601 100644
--- a/public/assets/css/style.css
+++ b/public/assets/css/style.css
@@ -1281,6 +1281,38 @@ footer {
   .shop-sidebar { display: none; }
 }
 
+/* ── "Show more" under the grid ────────────────────────────────────
+   The grid used to render every product at once — 86 cards, a ~9,000px page on
+   a phone — with How It Works, the quote form and the footer buried beneath.
+   Twelve at a time is three desktop rows or six phone rows; the button says
+   how many are left so nobody wonders whether that was everything. */
+.shop-more {
+  grid-column: 2;             /* under the grid, not under the sidebar */
+  display: flex;
+  flex-direction: column;
+  align-items: center;
+  gap: 0.5rem;
+  margin-top: 1.75rem;
+}
+.shop-more[hidden] { display: none; }
+.shop-more .btn-secondary { font-size: 0.92rem; padding: 0.7rem 1.6rem; }
+.shop-more-count {
+  font-size: 0.8rem;
+  color: var(--text-muted);
+  margin: 0;
+}
+/* Server-rendered cards past the first page. main.js re-renders the grid
+   from /api/products, so this only shapes the first paint — and keeps every
+   product link in the HTML for a crawler. */
+.product-card.is-overflow { display: none; }
+
+/* No sidebar below 1100px (see .shop-layout above), so there is only the one
+   column to sit in. After the base rule on purpose: same specificity, and the
+   later declaration is the one that wins. */
+@media (max-width: 1100px) {
+  .shop-more { grid-column: 1; }
+}
+
 .product-grid {
   display: grid;
   /* 195px, arrived at by measuring rather than picking a round number.
diff --git a/public/assets/js/main.js b/public/assets/js/main.js
index 49cc215..980a063 100644
--- a/public/assets/js/main.js
+++ b/public/assets/js/main.js
@@ -941,6 +941,46 @@ let shopQuery = '';
 let shopCategory = new URLSearchParams(location.search).get('cat') || 'all';
 let shopPriceBand = 'all';
 
+// The grid shows this many cards, then a "Show more" button. It rendered all of
+// them before — 86 cards, a ~9,000px page on a phone, with How It Works, the
+// quote form and the footer buried under the catalogue. Twelve is three rows on
+// a desktop and six on a phone: enough to browse, not so much that the rest of
+// the page disappears.
+const SHOP_PAGE = 12;
+let shopLimit = SHOP_PAGE;
+let shopFilterKey = null;
+let lastShown = [];
+
+function renderShowMore(total, showing) {
+  const box = document.getElementById('shopMore');
+  if (!box) return;
+  const left = total - showing;
+  if (left <= 0) { box.hidden = true; box.innerHTML = ''; return; }
+
+  box.innerHTML = '';
+  const btn = document.createElement('button');
+  btn.type = 'button';
+  btn.className = 'btn-secondary';
+  btn.id = 'shopMoreBtn';
+  btn.textContent = `Show ${Math.min(SHOP_PAGE, left)} more`;
+  btn.addEventListener('click', () => {
+    const firstNew = showing;
+    shopLimit += SHOP_PAGE;
+    renderProducts();
+    // Put focus on the first card that just appeared, so a keyboard or
+    // screen-reader user continues from where the button was rather than
+    // being dropped at the top of the page.
+    const card = productGrid?.querySelectorAll('.product-card')[firstNew];
+    card?.querySelector('.product-name')?.focus?.({ preventScroll: true });
+    card?.scrollIntoView({ behavior: 'smooth', block: 'nearest' });
+  });
+  const count = document.createElement('p');
+  count.className = 'shop-more-count';
+  count.textContent = `Showing ${showing} of ${total}`;
+  box.append(btn, count);
+  box.hidden = false;
+}
+
 // Price bands for the sidebar filter.
 //
 // Chosen from the actual catalogue rather than round numbers: prices run ₹99 to
@@ -1182,6 +1222,15 @@ function renderProducts() {
   const shown = visibleProducts()
     .sort((a, b) => Number(Boolean(b.pinned)) - Number(Boolean(a.pinned)));
   updateResultCount(shown.length);
+  lastShown = shown;
+
+  // A new filter or search starts back at the first page. Keyed on the filter
+  // state rather than reset by every caller, because renderProducts() is called
+  // from a dozen places and only some of them change what is being shown.
+  const filterKey = `${shopCategory}|${shopPriceBand}|${shopQuery.trim().toLowerCase()}`;
+  if (filterKey !== shopFilterKey) { shopFilterKey = filterKey; shopLimit = SHOP_PAGE; }
+  const page = shown.slice(0, shopLimit);
+  renderShowMore(shown.length, page.length);
 
   // A search that matches nothing is a dead end unless we offer a way out.
   if (!shown.length) {
@@ -1209,7 +1258,7 @@ function renderProducts() {
     return;
   }
 
-  for (const p of shown) {
+  for (const p of page) {
     const card = document.createElement('div');
     card.className = 'product-card';
 
@@ -1500,8 +1549,18 @@ function openSharedProduct() {
   const slug = meta && meta.getAttribute('content');
   if (!slug) return;
 
-  const card = productGrid?.querySelector(`.product-card[data-slug="${CSS.escape(slug)}"]`);
-  if (!card) return;
+  let card = productGrid?.querySelector(`.product-card[data-slug="${CSS.escape(slug)}"]`);
+  if (!card) {
+    // Past the first page of the grid. Extend the page to include it rather than
+    // silently doing nothing — this is the one case where the visitor arrived
+    // asking for a specific card.
+    const at = lastShown.findIndex((p) => p.slug === slug);
+    if (at < 0) return;
+    shopLimit = Math.ceil((at + 1) / SHOP_PAGE) * SHOP_PAGE;
+    renderProducts();
+    card = productGrid?.querySelector(`.product-card[data-slug="${CSS.escape(slug)}"]`);
+    if (!card) return;
+  }
 
   card.scrollIntoView({ behavior: 'smooth', block: 'center' });
   card.classList.add('product-linked');
diff --git a/public/index.html b/public/index.html
index 766a3fb..acea37f 100644
--- a/public/index.html
+++ b/public/index.html
@@ -233,6 +233,9 @@ <h3>Price</h3>
     <div class="product-grid" id="productGrid" aria-live="polite">
       <div class="shop-loading">Loading the catalogue…</div>
     </div>
+    <!-- "Show more" for the grid. Filled in by renderProducts() in main.js (and
+         by the Worker for the first paint); hidden when everything fits. -->
+    <div class="shop-more" id="shopMore" hidden></div>
   </div>
 </section>
 
diff --git a/src/seo.js b/src/seo.js
index 7be29c9..06ed4b1 100644
--- a/src/seo.js
+++ b/src/seo.js
@@ -267,7 +267,12 @@ function cdnImage(path, width, resize) {
   return `/cdn-cgi/image/width=${width},format=auto,onerror=redirect/${p}`;
 }
 
-function cardHtml(env, p, resize) {
+// Must match SHOP_PAGE in main.js: the server draws the first paint and the
+// script redraws the same grid, so a different page size here would make the
+// grid grow or shrink the instant JS runs.
+export const SHOP_PAGE = 12;
+
+function cardHtml(env, p, resize, overflow = false) {
   const base = baseUrl(env);
   const priceLabel = p.price_paise > 0
     ? "₹" + Math.round(p.price_paise / 100).toLocaleString("en-IN")
@@ -281,7 +286,7 @@ function cardHtml(env, p, resize) {
     ? `<a class="product-name" href="${esc(href)}">${esc(p.name)}</a>`
     : `<div class="product-name">${esc(p.name)}</div>`;
 
-  return `<div class="product-card">` +
+  return `<div class="product-card${overflow ? " is-overflow" : ""}">` +
     `<div class="product-media">` +
       `<img src="${esc(cdnImage(p.image, 480, resize))}" alt="${esc(p.name)}" loading="lazy" decoding="async" width="400" height="400">` +
     `</div>` +
@@ -337,7 +342,15 @@ export function rewriteHome(env, response, products, url, promo = null) {
   // /cdn-cgi/ is an edge feature; under wrangler dev it 404s, so the whole grid
   // would render broken while developing.
   const resize = !/^(localhost|127\.0\.0\.1)$/.test(url.hostname);
-  const grid = products.map((p) => cardHtml(env, p, resize)).join("");
+  // Every product is in the HTML — that is the crawler's route to all the
+  // product pages — but only the first page is visible, the same twelve
+  // main.js will draw. The rest carry .is-overflow (display: none).
+  const grid = products.map((p, i) => cardHtml(env, p, resize, i >= SHOP_PAGE)).join("");
+  const left = products.length - SHOP_PAGE;
+  const showMore = left > 0
+    ? `<button type="button" class="btn-secondary" id="shopMoreBtn">Show ${Math.min(SHOP_PAGE, left)} more</button>` +
+      `<p class="shop-more-count">Showing ${SHOP_PAGE} of ${products.length}</p>`
+    : "";
 
   // The three hero photos are real products. Keyed on image FILENAME rather than a
   // hardcoded slug: the photos were chosen because they compose well together, and
@@ -365,6 +378,13 @@ export function rewriteHome(env, response, products, url, promo = null) {
     .on("#productGrid", {
       element(el) { el.setInnerContent(grid, { html: true }); },
     })
+    .on("#shopMore", {
+      element(el) {
+        if (!showMore) return;
+        el.removeAttribute("hidden");
+        el.setInnerContent(showMore, { html: true });
+      },
+    })
     // The promo banner, in the HTML rather than filled in by JS after
     // /api/products lands. main.js still owns dismissal and the "already
     // redeemed" case; it reads data-promo-code to hide a dismissed banner before