diff --git a/Makefile b/Makefile
index 6c06ba3..5c79324 100644
--- a/Makefile
+++ b/Makefile
@@ -1,7 +1,14 @@
 COMMIT ?= $(shell git rev-parse --short HEAD)
 
+# Both deployment hosts are aarch64, so that is the default target. A foreign
+# platform needs the *host's* binfmt handlers — podman, unlike docker buildx,
+# does not carry its own QEMU — hence the pointer in the failure path.
+# Override with e.g. `make build-production PLATFORMS=linux/amd64`.
+PLATFORMS ?= linux/arm64
+IMAGE ?= registry.tanshu.com/mozimo
+
 # Analytics ids baked into the client bundle — read from the local .env
-# (gitignored) and passed to docker build. Empty values disable the tool.
+# (gitignored) and passed to podman build. Empty values disable the tool.
 VITE_ENV_KEYS := VITE_GA4_MEASUREMENT_ID VITE_PLAUSIBLE_DOMAIN VITE_SENTRY_DSN
 BUILD_ARGS := $(shell for k in VITE_GA4_MEASUREMENT_ID VITE_PLAUSIBLE_DOMAIN VITE_SENTRY_DSN; do \
 	v=$$(grep -E "^$$k=" .env 2>/dev/null | head -1 | cut -d= -f2-); \
@@ -10,21 +17,27 @@ BUILD_ARGS := $(shell for k in VITE_GA4_MEASUREMENT_ID VITE_PLAUSIBLE_DOMAIN VIT
 BUILD_ARGS += --build-arg VITE_SENTRY_RELEASE=$(COMMIT) --build-arg SENTRY_RELEASE=$(COMMIT)
 
 .PHONY: build-production
-build-production: ## Multi-arch build from HEAD; tags registry.tanshu.com/mozimo:<commit> + :main
-	@git archive --format=tar HEAD | docker buildx build \
-		--platform linux/amd64,linux/arm64 \
-		--tag registry.tanshu.com/mozimo:$(COMMIT) \
-		--tag registry.tanshu.com/mozimo:main \
+build-production: ## Build HEAD with podman for $(PLATFORMS); tag + push :$(COMMIT) and :main
+	@echo "▶ podman build --platform $(PLATFORMS) → $(IMAGE):$(COMMIT) + :main"
+	@git archive --format=tar HEAD | podman build \
+		--platform $(PLATFORMS) \
+		--tag $(IMAGE):$(COMMIT) \
+		--tag $(IMAGE):main \
 		$(BUILD_ARGS) \
-		--push \
-		-
+		- || { \
+		echo "✗ podman build failed."; \
+		echo "  Cross-platform builds need binfmt on this host (podman has no built-in QEMU):"; \
+		echo "    sudo apt install qemu-user-static    # on an x86_64 host, for $(PLATFORMS)"; \
+		exit 1; \
+	}
+	podman push $(IMAGE):$(COMMIT)
+	podman push $(IMAGE):main
 
 .PHONY: build-check
-build-check: ## Multi-arch compile check from HEAD, nothing pushed
-	@git archive --format=tar HEAD | docker buildx build \
-		--platform linux/amd64,linux/arm64 \
+build-check: ## Compile check from HEAD with podman, nothing pushed
+	@git archive --format=tar HEAD | podman build \
+		--platform $(PLATFORMS) \
 		--tag mozimo:check \
 		--pull \
 		$(BUILD_ARGS) \
-		--progress=plain \
 		-
diff --git a/README.md b/README.md
index 14769ac..63ef87c 100644
--- a/README.md
+++ b/README.md
@@ -69,13 +69,21 @@ npm run lint      # eslint (currently broken: leftover Next.js config)
 Copy `.env.example` to `.env` and fill in the Shopify Storefront token and
 PocketBase superuser credentials (`.env*` is gitignored).
 
-## Docker
+## Containers
+
+The image is built with **podman** (`podman build` reads the same `Dockerfile`):
 
 ```bash
-docker build -t mozimo-web .
-docker run -p 3000:3000 -p 8090:8090 -v mozimo_pb_data:/app/pb_data mozimo-web
+podman build -t mozimo-web .
+podman run -p 3000:3000 -p 8090:8090 -v mozimo_pb_data:/app/pb_data mozimo-web
 ```
 
+Production is **rootless podman + Quadlet** on the host `emily`: systemd user
+services generated from `.container` units, fronted by that host's shared
+Caddy. `./deploy.sh` builds the pushed commit with `make build-production` and
+runs `ansible/playbook.yml`. See [`ansible/README.md`](ansible/README.md) for
+the unit layout and the monoco → emily migration.
+
 Three-stage build (`deps → builder → runner`) on pinned `node:26-trixie-slim`:
 dependencies install with `npm ci` and BuildKit cache mounts, the final image
 runs as the unprivileged `node` user, ships production dependencies, the build
@@ -83,4 +91,5 @@ output, PocketBase v0.40.2 (multi-arch) and `entrypoint.sh` which starts both
 processes, ensures the PocketBase superuser matches `PB_SUPERUSER_EMAIL` /
 `PB_SUPERUSER_PASSWORD` on every boot, and seeds the CMS schema + defaults.
 Volumes: `/app/pb_data` holds the CMS database — back it up. Ports: `3000`
-web, `8090` PocketBase (`cms.mozimo.in` → 8090 via Caddy, see `ansible/`).
+web, `8090` PocketBase (both reached by Caddy over the podman network, not
+published on the host; see [`ansible/`](ansible/)).
diff --git a/ansible/README.md b/ansible/README.md
new file mode 100644
index 0000000..c90c926
--- /dev/null
+++ b/ansible/README.md
@@ -0,0 +1,157 @@
+# Deploying mozimo
+
+Rootless **podman + Quadlet** on the host `emily` (aarch64, Ubuntu 26.04),
+fronted by that host's **shared Caddy**. Nothing here runs as root.
+
+```bash
+./deploy.sh                                   # build the pushed commit + deploy
+ansible-playbook playbook.yml -e image_tag=<commit> [--check --diff]
+```
+
+## How it fits together
+
+| Piece | Where |
+| --- | --- |
+| Quadlet units | `~/.config/containers/systemd/{mozimo,vince}.container`, `mozimo.network` |
+| Service data | `~/podman-data/mozimo/` (PocketBase db + files, `.env`), `~/podman-data/vince/` |
+| Shared Caddy config | `~/podman-data/caddy/conf/Caddyfile` — one marked block per service |
+| Caddy's network membership | `~/.config/containers/systemd/caddy.container.d/50-mozimo.conf` |
+
+Quadlet units are not read by systemd directly: the podman user generator turns
+them into *user services* on `daemon-reload`, and `[Install] WantedBy=default.target`
+brings them up at boot. `systemctl --user is-enabled mozimo` reports `generated`
+— that is normal, there is no unit to enable.
+
+**Nothing is published on the host.** Caddy joins `mozimo_net` (through the
+drop-in) and proxies to the containers by name:
+
+```
+mozimo.in        → mozimo:3000   (plus /_/* and /api/* → mozimo:8090)
+www.mozimo.in    → 301 mozimo.in
+cms.mozimo.in    → mozimo:8090
+stats.mozimo.in  → vince:8000
+mozimo.in/stats/* → vince:8000 (prefix stripped)
+```
+
+The user id mapping matters: the app image runs as uid 1000 (`node`) and Vince
+as root, so both units use `UserNS=keep-id:` to map that uid onto `tanshu`.
+Without it, PocketBase and Vince would write files owned by a subuid, and
+backups, rsync and tar would all trip over them.
+
+## Services register themselves
+
+This host's convention (also used by its `tandoor`, `postgres` and `caddy`
+playbooks) is that a service owns its own registration rather than editing a
+central list:
+
+1. it ships a `<name>.network` Quadlet with `NetworkName=<name>_net`;
+2. it drops `caddy.container.d/50-<name>.conf` containing
+   `[Container] Network=<name>.network`, which Quadlet merges into Caddy;
+3. it appends a marked block to Caddy's Caddyfile and reloads it.
+
+Removing a service is the reverse: delete the drop-in, delete the Caddyfile
+block, `systemctl --user daemon-reload`, and the network is no longer Caddy's.
+
+## Migrating monoco → emily
+
+monoco is the current host: rootful Docker, data in `/var/lib/mozimo`, its own
+Caddy, DNS for `mozimo.in` / `www` / `cms` / `stats` all pointing at
+`13.202.6.2`. emily is `35.154.14.59`.
+
+**Certificates are not copied.** emily's Caddy is shared with other sites, and
+its ACME storage already holds their certificates — overwriting it would break
+them. After the DNS switch emily issues fresh certificates for `mozimo.in`;
+until the DNS switch it retries, which is why the Caddy role can be skipped
+first (`--skip-tags caddy`).
+
+### 0. Compare the deployed environment with the repo's copy
+
+The playbook uploads `ansible/files/.env` (gitignored) over whatever is on the
+host, so anything that has drifted on monoco would be silently dropped:
+
+```bash
+ssh monoco 'sudo -n cat /var/lib/mozimo/.env' > /tmp/monoco.env
+diff /tmp/monoco.env ansible/files/.env
+```
+
+### 1. Rehearse against emily without touching DNS
+
+```bash
+cd ansible
+ansible-playbook playbook.yml -e image_tag=$(git rev-parse --short HEAD) --check --diff   # what would change
+ansible-playbook playbook.yml -e image_tag=$(git rev-parse --short HEAD) --skip-tags caddy
+```
+
+This creates the network, the units and a **fresh, empty** PocketBase database
+on emily. Nothing public changes yet.
+
+### 2. Copy the data (the cutover window)
+
+Stop both sides first. PocketBase keeps its database in SQLite, so a copy taken
+underneath a running writer can be inconsistent — and on emily the rehearsal
+left an empty database that this snapshot replaces:
+
+```bash
+# emily: stop its copy and drop the empty database the rehearsal created
+ssh emily 'systemctl --user stop mozimo vince; rm -rf ~/podman-data/mozimo/pb_data ~/podman-data/vince'
+
+# monoco: the site is down from here until DNS + emily are live
+ssh monoco 'docker stop mozimo vince'
+
+# PocketBase database + files (23 MB)
+ssh monoco 'sudo -n tar -C /var/lib/mozimo -cf - pb_data' \
+  | ssh emily 'mkdir -p ~/podman-data/mozimo && tar -C ~/podman-data/mozimo -xf -'
+
+# Vince analytics history (119 MB), contents dropped directly into its data dir
+ssh monoco 'sudo -n tar -C /var/lib/mozimo -cf - vince_data' \
+  | ssh emily 'mkdir -p ~/podman-data/vince && tar -C ~/podman-data/vince -xf - --strip-components=1'
+```
+
+The extraction runs as `tanshu`, so everything lands owned by `tanshu` — which
+is exactly what the `keep-id` mapping expects, whatever it was owned by on
+monoco. Resumable equivalents, if the link is unreliable:
+
+```bash
+rsync -a --info=progress2 --rsync-path="sudo -n rsync" \
+  monoco:/var/lib/mozimo/pb_data/   emily:podman-data/mozimo/pb_data/
+rsync -a --info=progress2 --rsync-path="sudo -n rsync" \
+  monoco:/var/lib/mozimo/vince_data/ emily:podman-data/vince/
+```
+
+### 3. Point DNS at emily and deploy the Caddy block
+
+`mozimo.in`, `www.mozimo.in`, `cms.mozimo.in`, `stats.mozimo.in` →
+`35.154.14.59`. Then:
+
+```bash
+cd ansible
+ansible-playbook playbook.yml -e image_tag=$(git rev-parse --short HEAD)
+
+# the play restarts a service whose unit or .env changed; starting is explicit
+# here because step 2 stopped both, and `start` is a no-op if already running
+ssh emily 'systemctl --user start mozimo vince'
+```
+
+The first request after the reload makes Caddy issue certificates for the four
+names.
+
+### 4. Verify, then retire monoco
+
+```bash
+ssh emily 'systemctl --user status mozimo vince caddy --no-pager | head -30'
+ssh emily 'podman ps --format "{{.Names}} {{.Status}}"'
+curl -sI https://mozimo.in | head -3
+curl -s https://cms.mozimo.in/api/health | head -3      # PocketBase
+curl -sI https://stats.mozimo.in | head -3
+```
+
+Check a product page renders live prices and that the CMS admin login works
+with the same superuser credentials. Only then:
+
+```bash
+ssh monoco 'docker rm -f mozimo vince'     # or leave stopped for a few days
+```
+
+**Rollback** at any point before that: point DNS back at `13.202.6.2` and
+`ssh monoco 'docker start mozimo vince'`. On emily, `systemctl --user stop
+mozimo vince` and delete the `mozimo.in` block from its Caddyfile.
diff --git a/ansible/files/Caddyfile.j2 b/ansible/files/Caddyfile.j2
index 062e475..45bc124 100644
--- a/ansible/files/Caddyfile.j2
+++ b/ansible/files/Caddyfile.j2
@@ -1,14 +1,17 @@
 # Canonical origin. Everything the site emits — og:url, robots.txt, the
 # sitemap, the GA4 property, vince_site_domain — already says mozimo.in, so
 # the apex serves and www is permanently redirected here (below).
+#
+# Upstreams are container names on {{ network_quadlet }}.network: Caddy
+# resolves them through podman's DNS because it has joined that network.
 {{ apex_host }} {
 	# PocketBase Admin UI and REST API (files included)
 	redir /_ /_/
 	handle /_/* {
-		reverse_proxy {{ docker_container }}:{{ cms_port }}
+		reverse_proxy {{ app_container }}:{{ cms_port }}
 	}
 	handle /api/* {
-		reverse_proxy {{ docker_container }}:{{ cms_port }}
+		reverse_proxy {{ app_container }}:{{ cms_port }}
 	}
 
 	# First-party analytics (Vince) — the tracker script and event endpoint
@@ -21,7 +24,7 @@
 
 	# TanStack Start frontend
 	handle {
-		reverse_proxy {{ docker_container }}:{{ www_port }}
+		reverse_proxy {{ app_container }}:{{ www_port }}
 	}
 }
 
@@ -33,7 +36,7 @@
 
 {{ cms_host }} {
 	redir / /_/
-	reverse_proxy {{ docker_container }}:{{ cms_port }}
+	reverse_proxy {{ app_container }}:{{ cms_port }}
 }
 
 # Vince analytics dashboard (login-protected). DNS for this host must point
diff --git a/ansible/playbook.yml b/ansible/playbook.yml
index 99b21e7..a8e981b 100755
--- a/ansible/playbook.yml
+++ b/ansible/playbook.yml
@@ -1,15 +1,34 @@
 #################################################
-# DO Community Playbooks: Docker
+# mozimo — rootless Podman + Quadlet deployment
 #################################################
 ---
-- hosts: monoco
-  become: true
+# Everything runs unprivileged as the ssh user: the containers are systemd
+# *user* services generated from Quadlet units, and Caddy is the host's shared
+# reverse proxy, which each service registers itself with (a network drop-in
+# plus a block in its Caddyfile).
+#
+#   ansible-playbook playbook.yml -e image_tag=<commit>
+#
+# Before DNS points at this host, skip the Caddy role — appending the site
+# block makes Caddy try to issue certificates for a name that still resolves
+# elsewhere (it retries, but the log is noisy):
+#
+#   ansible-playbook playbook.yml -e image_tag=<commit> --skip-tags caddy
+- hosts: emily
+  become: false
+  gather_facts: true
   vars_files:
     - vars/default.yml
 
+  environment:
+    # rootless podman and `systemctl --user` both need the user's runtime
+    # directory, and an ansible ssh session has no login session to set it.
+    XDG_RUNTIME_DIR: "{{ xdg_runtime_dir }}"
+
   roles:
     - upload
     - network
-    - analytics
     - mozimo
-    - caddy
+    - analytics
+    - role: caddy
+      tags: [caddy]
diff --git a/ansible/roles/analytics/handlers/main.yaml b/ansible/roles/analytics/handlers/main.yaml
new file mode 100644
index 0000000..8dd7f56
--- /dev/null
+++ b/ansible/roles/analytics/handlers/main.yaml
@@ -0,0 +1,9 @@
+---
+# Handlers for the analytics role.
+- name: Restart Vince
+  ansible.builtin.systemd_service:
+    name: "{{ vince_container }}.service"
+    state: restarted
+    scope: user
+  when: not ansible_check_mode
+  listen: "Restart Vince"
diff --git a/ansible/roles/analytics/tasks/main.yaml b/ansible/roles/analytics/tasks/main.yaml
index 24431ba..610a387 100644
--- a/ansible/roles/analytics/tasks/main.yaml
+++ b/ansible/roles/analytics/tasks/main.yaml
@@ -1,44 +1,24 @@
 ---
 # Self-hosted first-party analytics (Vince — Plausible-protocol, single
-# binary). Only reachable on the docker network:
-#   - Caddy proxies /stats/* on the www host here (prefix stripped), serving
+# binary). Reachable only on mozimo's network:
+#   - Caddy proxies /stats/* on the apex host here (prefix stripped), serving
 #     the tracker script and event API first-party;
 #   - Caddy publishes the dashboard on {{ stats_host }}.
 #
-# The image's ENTRYPOINT is the bare /vince binary (prints help and exits
-# with no args), so the container MUST be given the `serve` command.
-- name: Pull Vince image
-  docker_image:
-    name: "{{ vince_image }}"
-    source: pull
-    state: present
-    force_source: "{{ vince_image_force_update | default(false) }}"
+# Analytics history lives in {{ vince_directory }} and is migrated separately
+# from monoco — see ansible/README.md.
+- name: Pull the Vince image
+  ansible.builtin.command: "podman pull {{ vince_image }}"
+  changed_when: false
 
-- name: Ensure Vince data directory exists
-  file:
-    path: "{{ host_directory }}/vince_data"
-    state: directory
-    owner: "1000"
-    group: "1000"
+- name: Install the Vince Quadlet unit
+  ansible.builtin.template:
+    src: vince.container.j2
+    dest: "{{ quadlet_dir }}/{{ vince_container }}.container"
+    mode: "0644"
+  notify: Restart Vince
 
-- name: Create Vince container
-  docker_container:
-    name: "{{ vince_container }}"
-    image: "{{ vince_image }}"
-    command: serve
-    state: started
-    restart_policy: "unless-stopped"
-    env:
-      VINCE_DATA: /data
-      VINCE_LISTEN: "0.0.0.0:{{ vince_port }}"
-      # serve (re)creates the admin account from these on every boot —
-      # the env file is the source of truth, like the PocketBase superuser.
-      VINCE_ADMIN_NAME: "{{ vince_admin_name }}"
-      VINCE_ADMIN_PASSWORD: "{{ vince_admin_password }}"
-      # create the tracked site on startup (CSV list)
-      VINCE_DOMAINS: "{{ vince_site_domain }}"
-      VINCE_URL: "https://{{ stats_host }}"
-    volumes:
-      - "{{ host_directory }}/vince_data:/data"
-    networks:
-      - name: "{{ docker_network }}"
+- name: Generate the user service from the Quadlet unit
+  ansible.builtin.systemd_service:
+    daemon_reload: true
+    scope: user
diff --git a/ansible/roles/analytics/templates/vince.container.j2 b/ansible/roles/analytics/templates/vince.container.j2
new file mode 100644
index 0000000..2d52855
--- /dev/null
+++ b/ansible/roles/analytics/templates/vince.container.j2
@@ -0,0 +1,42 @@
+# Vince (first-party analytics, Plausible protocol) — rootless Podman Quadlet.
+# Managed by Ansible. Do not edit by hand.
+#
+# The image's ENTRYPOINT is the bare /vince binary (prints help and exits with
+# no args), so the `serve` subcommand is required.
+#
+# Reachable only on {{ network_quadlet }}.network: Caddy proxies /stats/* on
+# the apex host here (prefix stripped) and publishes the dashboard on
+# {{ stats_host }}. There is no published port.
+
+[Unit]
+Description=Vince analytics
+After=network-online.target
+Wants=network-online.target
+
+[Container]
+ContainerName={{ vince_container }}
+Image={{ vince_image }}
+
+# Vince runs as root in the image and writes /data; mapping container root
+# onto {{ podman_user }} keeps {{ vince_directory }} host-owned.
+UserNS=keep-id:uid=0,gid=0
+
+Exec=serve
+Environment=VINCE_DATA=/data
+Environment=VINCE_LISTEN=0.0.0.0:{{ vince_port }}
+# serve (re)creates the admin account from these on every boot — the playbook
+# vars are the source of truth, like the PocketBase superuser.
+Environment=VINCE_ADMIN_NAME={{ vince_admin_name }}
+Environment=VINCE_ADMIN_PASSWORD={{ vince_admin_password }}
+# create the tracked site on startup (CSV list)
+Environment=VINCE_DOMAINS={{ vince_site_domain }}
+Environment=VINCE_URL=https://{{ stats_host }}
+
+Volume={{ vince_directory }}:/data
+Network={{ network_quadlet }}.network
+
+[Service]
+Restart=on-failure
+
+[Install]
+WantedBy=default.target
diff --git a/ansible/roles/caddy/handlers/main.yaml b/ansible/roles/caddy/handlers/main.yaml
index 294bf14..e7f1924 100644
--- a/ansible/roles/caddy/handlers/main.yaml
+++ b/ansible/roles/caddy/handlers/main.yaml
@@ -1,5 +1,10 @@
 ---
-# Handlers for Caddy role
+# Handlers for the Caddy role.
+#
+# A reload, not a restart: only the site blocks changed, and Caddy reloads its
+# config in place without dropping the other services' connections. Network
+# membership changes are a restart and are handled by the network role.
 - name: Reload Caddy configuration
-  ansible.builtin.command: "docker exec -w /etc/caddy {{ caddy_container }} caddy reload"
-  listen: "Reload Caddy"
\ No newline at end of file
+  ansible.builtin.command: "podman exec -w /etc/caddy {{ caddy_container }} caddy reload"
+  changed_when: true
+  listen: "Reload Caddy"
diff --git a/ansible/roles/caddy/tasks/main.yaml b/ansible/roles/caddy/tasks/main.yaml
index 93debed..0e94675 100644
--- a/ansible/roles/caddy/tasks/main.yaml
+++ b/ansible/roles/caddy/tasks/main.yaml
@@ -1,12 +1,17 @@
 ---
+# mozimo's block in the host's shared Caddyfile.
+#
+# This host's Caddy is shared and its Caddyfile is not templated: every service
+# owns a marked block in it, appended here, so a service can be removed without
+# touching anyone else's routing.
 - name: Read snippet from template
   ansible.builtin.set_fact:
     caddy_snippet_block: "{{ lookup('ansible.builtin.template', 'files/Caddyfile.j2') }}"
 
-- name: Install mozimo Caddy snippet (web + cms)
+- name: Install the mozimo Caddy snippet (web + cms + stats)
   ansible.builtin.blockinfile:
     path: "{{ caddyfile_path }}"
-    marker: "# {mark} Ansible managed Caddy snippet (mozimo web + cms)"
+    marker: "# {mark} Ansible managed Caddy snippet for {{ apex_host }}"
     block: "{{ caddy_snippet_block }}"
     insertafter: EOF
   notify: "Reload Caddy"
diff --git a/ansible/roles/mozimo/handlers/main.yaml b/ansible/roles/mozimo/handlers/main.yaml
new file mode 100644
index 0000000..e5e1846
--- /dev/null
+++ b/ansible/roles/mozimo/handlers/main.yaml
@@ -0,0 +1,17 @@
+---
+# Handlers for the mozimo role.
+#
+# Quadlet units are not read by systemd directly: the podman user generator
+# turns them into services on daemon-reload, which the role does explicitly
+# after installing the unit. The service is "generated" (is-enabled reports
+# generated, not enabled) and is pulled in by default.target through the unit's
+# [Install] section, so there is nothing to enable.
+- name: Restart Mozimo
+  ansible.builtin.systemd_service:
+    name: "{{ title }}.service"
+    state: restarted
+    scope: user
+  # check mode cannot generate the unit from a file it did not write, so a
+  # rehearsal reports the change instead of failing on a missing service
+  when: not ansible_check_mode
+  listen: "Restart Mozimo"
diff --git a/ansible/roles/mozimo/tasks/main.yaml b/ansible/roles/mozimo/tasks/main.yaml
index f2d0aa9..225a75a 100644
--- a/ansible/roles/mozimo/tasks/main.yaml
+++ b/ansible/roles/mozimo/tasks/main.yaml
@@ -1,40 +1,43 @@
 ---
-# Tasks for docker role
-- name: Log in to Docker registry
-  docker_login:
-    registry: "{{ registry }}"
-    username: "{{ username }}"
-    password: "{{ password }}"
+# The mozimo service itself: registry credentials, the pinned image, and the
+# Quadlet unit that systemd turns into a user service.
+#
+# There is one unit, not two: the image's entrypoint runs the SSR server and
+# PocketBase side by side, so the pair restart together.
+- name: Check the rootless podman installation
+  ansible.builtin.command: podman --version
+  changed_when: false
 
-- name: Pull Mozimo image
-  docker_image:
-    name: "{{ docker_image }}"
-    source: pull
-    state: present
-    force_source: yes
+- name: Log in to the registry as the podman user
+  ansible.builtin.command:
+    cmd: "podman login --username {{ username }} --password-stdin {{ registry }}"
+    stdin: "{{ password }}"
+  no_log: true
+  changed_when: false
 
-- name: Ensure PocketBase data directory exists
-  file:
-    path: "{{ host_directory }}/pb_data"
-    state: directory
-    owner: "1000"
-    group: "1000"
+- name: Pull the image for this revision
+  ansible.builtin.command: "podman pull {{ image }}"
+  # the pull is a means to an end; the restart handler reports the real change
+  changed_when: false
 
-- name: Create Mozimo container
-  docker_container:
-    name: "{{ docker_container }}"
-    image: "{{ docker_image }}"
-    state: started
-    restart_policy: "unless-stopped"
-    env_file: "{{ host_directory }}/.env"
-    volumes:
-      - "{{ host_directory }}/pb_data:/app/pb_data"
-    networks:
-      - name: "{{ docker_network }}"
+- name: Install the mozimo Quadlet unit
+  ansible.builtin.template:
+    src: mozimo.container.j2
+    dest: "{{ quadlet_dir }}/{{ title }}.container"
+    mode: "0644"
+  notify: Restart Mozimo
+
+# Explicit, and before the handlers run: the unit does not exist as a systemd
+# service until the podman user generator has seen it, so generating it here
+# means the restart handler has something to restart on a first deploy.
+- name: Generate the user service from the Quadlet unit
+  ansible.builtin.systemd_service:
+    daemon_reload: true
+    scope: user
 
 - name: Prune old mozimo images, keep newest 3 (opt-in via ./deploy.sh --prune)
   ansible.builtin.shell: >
-    docker images "registry.tanshu.com/mozimo" --format "{{.ID}}" | tail -n +4 | xargs -r docker rmi
+    podman images -q {{ registry }}/{{ title }} | tail -n +4 | xargs -r podman rmi
   when: mozimo_image_prune | default(false) | bool
   failed_when: false
   changed_when: true
diff --git a/ansible/roles/mozimo/templates/mozimo.container.j2 b/ansible/roles/mozimo/templates/mozimo.container.j2
new file mode 100644
index 0000000..41d9687
--- /dev/null
+++ b/ansible/roles/mozimo/templates/mozimo.container.j2
@@ -0,0 +1,38 @@
+# Mozimo — rootless Podman Quadlet unit.
+# Managed by Ansible. Do not edit by hand.
+#
+# One unit runs the whole service: the image's entrypoint starts the TanStack
+# Start SSR server and PocketBase side by side, so they restart together.
+#
+# Nothing is published on the host. The shared Caddy joins
+# {{ network_quadlet }}.network and proxies to {{ app_container }}:{{ www_port }}
+# and :{{ cms_port }} by container name.
+#
+# Data lives at {{ host_directory }}/pb_data and survives redeploys: the
+# PocketBase database and files, the minted Shopify token, and the last-good
+# catalogue cache all sit there.
+
+[Unit]
+Description=Mozimo commerce (TanStack Start + PocketBase)
+Documentation=https://git.tanshu.com/tanshu/mozimo.in
+After=network-online.target
+Wants=network-online.target
+
+[Container]
+ContainerName={{ app_container }}
+Image={{ image }}
+
+# The image's process runs as uid 1000 (node). Mapping that uid onto the host
+# user keeps pb_data owned by {{ podman_user }} rather than by a subuid, so
+# rsync, tar and backups stay simple.
+UserNS=keep-id:uid=1000,gid=1000
+
+EnvironmentFile={{ host_directory }}/.env
+Volume={{ host_directory }}/pb_data:/app/pb_data
+Network={{ network_quadlet }}.network
+
+[Service]
+Restart=on-failure
+
+[Install]
+WantedBy=default.target
diff --git a/ansible/roles/network/handlers/main.yaml b/ansible/roles/network/handlers/main.yaml
new file mode 100644
index 0000000..091e3f1
--- /dev/null
+++ b/ansible/roles/network/handlers/main.yaml
@@ -0,0 +1,12 @@
+---
+# Handlers for the network role.
+#
+# A restart, not a reload: joining a network changes the container's network
+# namespace, which Caddy cannot pick up from a config reload.
+- name: Restart Caddy
+  ansible.builtin.systemd_service:
+    name: "{{ caddy_service }}.service"
+    state: restarted
+    daemon_reload: true
+    scope: user
+  listen: "Restart Caddy"
diff --git a/ansible/roles/network/tasks/main.yaml b/ansible/roles/network/tasks/main.yaml
index 806c4c8..7d5f7c7 100644
--- a/ansible/roles/network/tasks/main.yaml
+++ b/ansible/roles/network/tasks/main.yaml
@@ -1,8 +1,29 @@
 ---
-- name: Ensure 'mozimo' Docker network exists
-  docker_network:
-    name: "{{ docker_network }}"
-    state: present
-    connected:
-      - name: caddy
-    appends: yes
+# mozimo's own podman network, and its registration with the shared Caddy.
+#
+# This is how services register themselves on this host: the network is a
+# Quadlet unit, and Caddy joins it through a drop-in file rather than through
+# a global list of upstream networks. Deleting the drop-in removes Caddy from
+# the network on the next daemon-reload — the reverse of deployment.
+- name: Install the mozimo network Quadlet
+  ansible.builtin.template:
+    src: mozimo.network.j2
+    dest: "{{ quadlet_dir }}/{{ network_quadlet }}.network"
+    mode: "0644"
+  register: mozimo_network_unit
+  notify: Restart Caddy
+
+- name: Register the network with Caddy
+  ansible.builtin.template:
+    src: caddy-network.conf.j2
+    dest: "{{ caddy_dropin_dir }}/{{ caddy_dropin_file }}"
+    mode: "0644"
+  register: mozimo_caddy_dropin
+  notify: Restart Caddy
+
+# Caddy has to be on the network before the site block starts proxying to it,
+# otherwise the first requests after a reload are 502s. Restarting here also
+# flushes before the mozimo unit comes up.
+- name: Restart Caddy now if its network membership changed
+  ansible.builtin.meta: flush_handlers
+  when: mozimo_network_unit.changed or mozimo_caddy_dropin.changed
diff --git a/ansible/roles/network/templates/caddy-network.conf.j2 b/ansible/roles/network/templates/caddy-network.conf.j2
new file mode 100644
index 0000000..3374623
--- /dev/null
+++ b/ansible/roles/network/templates/caddy-network.conf.j2
@@ -0,0 +1,6 @@
+# Added by the mozimo playbook. Do not edit by hand.
+#
+# Quadlet merges this into caddy.container. Deleting this file removes
+# {{ network_name }} from Caddy on the next daemon-reload.
+[Container]
+Network={{ network_quadlet }}.network
diff --git a/ansible/roles/network/templates/mozimo.network.j2 b/ansible/roles/network/templates/mozimo.network.j2
new file mode 100644
index 0000000..ad951f7
--- /dev/null
+++ b/ansible/roles/network/templates/mozimo.network.j2
@@ -0,0 +1,13 @@
+# mozimo — logical app network.
+# Managed by Ansible. Do not edit by hand.
+#
+# NetworkName pins the Podman network name; without it Quadlet would name it
+# "systemd-mozimo".
+#
+# isolate blocks traffic between separate Podman networks, so a container on
+# this network cannot reach one that is only on another. Caddy still reaches
+# it, because Caddy is a member of it.
+
+[Network]
+NetworkName={{ network_name }}
+Options=isolate=true
diff --git a/ansible/roles/upload/tasks/main.yaml b/ansible/roles/upload/tasks/main.yaml
index 5ef9baf..f9fdf15 100644
--- a/ansible/roles/upload/tasks/main.yaml
+++ b/ansible/roles/upload/tasks/main.yaml
@@ -1,11 +1,34 @@
 ---
-# Tasks for upload role
-- name: Ensure Host Directory exists
-  file:
-    path: "{{ host_directory }}"
-    state: directory
+# The service's directories and its runtime environment file.
+#
+# The .env is the source of truth for the container's secrets (PocketBase
+# superuser, Shopify credentials, Sentry) and is read by systemd through the
+# unit's EnvironmentFile, not by Ansible.
+- name: Confirm the podman user's uid still matches the pinned one
+  ansible.builtin.assert:
+    that: ansible_user_uid | int == podman_uid | int
+    fail_msg: >-
+      {{ podman_user }} is uid {{ ansible_user_uid }} on this host, but
+      vars/default.yml pins podman_uid={{ podman_uid }} (used to build the
+      play-level XDG_RUNTIME_DIR). Update the pin.
+    quiet: true
 
-- name: Upload the .env file
-  template:
+- name: Ensure the mozimo data, unit and analytics directories exist
+  ansible.builtin.file:
+    path: "{{ item }}"
+    state: directory
+    mode: "0755"
+  loop:
+    - "{{ podman_data }}"
+    - "{{ host_directory }}"
+    - "{{ host_directory }}/pb_data"
+    - "{{ vince_directory }}"
+    - "{{ quadlet_dir }}"
+    - "{{ caddy_dropin_dir }}"
+
+- name: Upload the runtime environment file
+  ansible.builtin.template:
     src: "files/.env"
     dest: "{{ host_directory }}/.env"
+    mode: "0600"
+  notify: Restart Mozimo
diff --git a/ansible/vars/default.yml b/ansible/vars/default.yml
index 1fb0224..99f8ee5 100644
--- a/ansible/vars/default.yml
+++ b/ansible/vars/default.yml
@@ -1,4 +1,17 @@
 ---
+# mozimo deployment — rootless Podman + Quadlet, on the host named emily.
+#
+# The layout follows the convention already in place on that host (see the
+# caddy / tandoor / postgres playbooks that manage its other services):
+#
+#   ~/.config/containers/systemd/     Quadlet units, generated into user services
+#   ~/podman-data/<service>/          each service's data
+#   ~/podman-data/caddy/conf/Caddyfile  the shared Caddy config; every service
+#                                     appends its own block to it
+#
+# Nothing here needs root: podman runs as the ssh user, the units are user
+# services, and the shared Caddy is already a user service on that host.
+
 registry: registry.tanshu.com
 username: ta-registry
 password: ff28a01f00c0f39315d94cd9dcb1e554968dba25676a8ea5f2be34e96a9a099f
@@ -6,7 +19,25 @@ password: ff28a01f00c0f39315d94cd9dcb1e554968dba25676a8ea5f2be34e96a9a099f
 title: mozimo
 tag: latest
 
-host_directory: "/var/lib/{{ title }}"
+# The unprivileged user that owns the containers. `ansible_user` on emily is
+# the same account, so no become is involved anywhere in this play.
+podman_user: tanshu
+# `id -u tanshu` on emily. Pinned rather than read from facts because the
+# play-level environment (XDG_RUNTIME_DIR) is templated before facts exist;
+# the upload role asserts the two still agree.
+podman_uid: 1001
+xdg_runtime_dir: "/run/user/{{ podman_uid }}"
+podman_data: "/home/{{ podman_user }}/podman-data"
+quadlet_dir: "/home/{{ podman_user }}/.config/containers/systemd"
+
+# mozimo's data root: PocketBase database and files, the Shopify token cache,
+# and the runtime .env that the unit reads.
+host_directory: "{{ podman_data }}/{{ title }}"
+
+# image tag: deploy.sh passes -e image_tag=<commit>; "tag" is the fallback
+# when running the playbook by hand — rollback = -e image_tag=<older-commit>
+image: "{{ registry }}/{{ title }}:{{ image_tag | default(tag) }}"
+app_container: "{{ title }}"
 
 # apex is the canonical origin and serves the app; www 301-redirects to it
 apex_host: "mozimo.in"
@@ -15,25 +46,26 @@ www_port: 3000
 cms_host: "cms.mozimo.in"
 cms_port: 8090
 
-docker_network: "{{ title }}_net"
+# mozimo gets its own podman network, and registers itself with the shared
+# Caddy through a drop-in rather than by editing Caddy's unit.
+network_name: "{{ title }}_net"
+network_quadlet: "{{ title }}"
 
-# image tag: deploy.sh passes -e image_tag=<commit>; "tag" is the fallback
-# when running the playbook by hand — rollback = -e image_tag=<older-commit>
-docker_image: "{{ registry }}/{{ title }}:{{ image_tag | default(tag) }}"
-docker_container: "{{ title }}"
+# The shared Caddy on emily. Each service owns a block in its Caddyfile
+# (blockinfile markers) and a drop-in that adds its network to Caddy.
+caddy_container: caddy
+caddy_service: caddy
+caddyfile_path: "{{ podman_data }}/caddy/conf/Caddyfile"
+caddy_dropin_dir: "{{ quadlet_dir }}/caddy.container.d"
+caddy_dropin_file: "50-{{ title }}.conf"
 
 # self-hosted first-party analytics (Vince) — script/events proxied at
-# /stats/* on the www host, dashboard published on stats_host
+# /stats/* on the apex host, dashboard published on stats_host
 vince_container: vince
 vince_port: 8000
 vince_admin_name: admin
 # change this before first deploy — it (re)sets the dashboard login
 vince_admin_password: "ChangeMe-Vince-2025!"
 vince_site_domain: mozimo.in
+vince_directory: "{{ podman_data }}/vince"
 stats_host: stats.mozimo.in
-
-# caddy publishes the apex site (SSR + /api/* + /_/* -> pocketbase), redirects
-# www to it, and publishes the cms admin host
-
-caddy_container: caddy
-caddyfile_path: /var/lib/caddy/conf/Caddyfile
diff --git a/deploy.sh b/deploy.sh
index 51cbdbe..bd04136 100755
--- a/deploy.sh
+++ b/deploy.sh
@@ -1,6 +1,7 @@
 #!/usr/bin/env bash
-# Mozimo deploy — build the exact commit at origin/main, tag it with its
-# commit id, and hand that tag to ansible. Guards make it impossible to
+# Mozimo deploy — build the exact commit at origin/main with podman, tag it
+# with its commit id, and hand that tag to ansible (which installs the Quadlet
+# unit on emily and restarts the user service). Guards make it impossible to
 # deploy anything other than what git knows about.
 #
 #   ./deploy.sh           deploy HEAD (must be pushed, tree must be clean)
@@ -41,7 +42,7 @@ fi
 git pull --ff-only
 TAG=$(git rev-parse --short HEAD)
 echo "▶ deploying commit $TAG"
-make build-production TAG="$TAG"
+make build-production COMMIT="$TAG"
 
 PRUNE_FLAG=""
 if [ "$PRUNE" = true ]; then