Projects

Work measured in outcomes, not deliverables

Six representative engagements from more than 300 shipped brands. Client names are confidential; the numbers are real.

Building the AI side too: two AI commerce products in development

01B2B Commerce2024

Enterprise B2B Replatform

US wholesale distributor · $40M GMV

Migrated a 15-year-old ERP-driven wholesale operation to Shopify Plus B2B, covering company accounts, net terms, contract pricing, and 40,000 SKUs, with zero order downtime.

Problem

Sales representatives keyed orders by phone and fax into a legacy ERP. Catalogue updates took days, pricing lived in spreadsheets, and the business could not onboard new dealers without adding headcount.

Solution

Designed a phased migration to Shopify Plus B2B. The build included company accounts with location-level pricing, a custom quick-order pad for repeat buyers, real-time ERP synchronisation over a middleware layer I built on Node.js and BullMQ, and a sales dashboard for quote-to-order conversion.

Shopify Plus B2BNode.jsBullMQPostgreSQLGraphQL Admin API

68%

faster order entry

99.98%

sync uptime

orders lost in cutover

3×

dealer onboarding speed

02Headless / Performance2023

D2C Performance Overhaul

EU beauty brand · 8-figure revenue

Rebuilt a bloated multi-app theme into a lean Hydrogen storefront. Largest Contentful Paint fell from 4.2s to 1.1s, and conversion followed the improvement in speed.

Problem

Six years of app installations left the theme shipping 2.8MB of JavaScript. Mobile LCP sat at 4.2s, the bounce rate was climbing, and every CRO test was fighting the platform rather than the customer.

Solution

Replatformed to Hydrogen and Oxygen with a design-token component system, edge-cached product data, third-party scripts deferred behind consent, and image pipelines tuned per breakpoint. Checkout remained native to preserve Shop Pay conversion.

HydrogenRemixOxygenTailwind CSSStorefront API

1.1s

mobile LCP (from 4.2s)

+34%

conversion rate

+28%

revenue per session

Lighthouse performance

03Commerce Operations2024

Unified CRM · OMS · IMS Platform

IN omnichannel retailer · 6 warehouses

Replaced five disconnected tools with a single custom operations platform. Customers, orders, and inventory now sit in one real-time system of record.

Problem

Orders flowed through Shopify, a marketplace panel, WhatsApp, and two spreadsheets. Stock counts were wrong daily, the support team could not see order history, and month-end reconciliation took a full week.

Solution

Built a unified platform on Next.js and PostgreSQL. It provides event-driven order ingestion from every channel, warehouse-aware inventory with reservation logic, a support console with full customer timelines, and finance exports that reconcile themselves.

Next.jsPostgreSQLRedistRPCShopify Webhooks

5→1

tools consolidated

22h

saved per week

−91%

inventory errors

faster month-end close

04Retention / LTV2022

Subscription Commerce Engine

US wellness brand · 40k subscribers

Designed a subscription experience that customers manage themselves, including swaps, skips, and gifting. The result lifted lifetime value without a reliance on discounting.

Problem

Churn was hidden inside a rigid subscription app. Customers cancelled because they could not skip a month or swap flavours, and the support team spent hours making these changes manually.

Solution

Built a custom customer portal on the Subscription Contracts API. It offers one-tap skip, swap, and pause, dunning flows that recover failed payments gracefully, and lifecycle email triggers wired to genuine contract events.

Shopify FunctionsSubscription Contracts APIReactKlaviyo API

+41%

subscriber LTV

−27%

voluntary churn

63%

failed payments recovered

−80%

subscription tickets

05Internationalisation2023

Global Markets Expansion

UK apparel brand → 12 markets

Took a single-market UK store global across 12 markets and 9 currencies, with localised catalogues and duties, and without forking the codebase.

Problem

International customers converted at a third of the UK rate. Prices displayed in GBP, duties surprised buyers on delivery, and translated content lived in a fragile third-party app.

Solution

Rolled out Shopify Markets with market-specific pricing and catalogues, native content translation workflows, duties collected at checkout, and localised payment methods per region. Market-level analytics were automated throughout.

Shopify MarketsMarkets ProLiquidGeoIPTranslate & Adapt

markets live

+57%

international revenue

2.4×

intl. conversion rate

−90%

duty-related refunds

06Conversion Optimisation2025

Checkout & CRO Programme

AU electronics retailer

A nine-month experimentation programme across the product page, cart, and checkout. Every change shipped behind a test, and every win compounded.

Problem

Traffic was expensive and growing, yet checkout completion had flatlined. The team shipped redesigns on instinct and could not say which changes made money.

Solution

Established a testing pipeline with server-side experiments, checkout UI extensions for trust signalling and delivery clarity, one-page checkout optimisation, and a metrics layer tying every variant to contribution margin rather than clicks alone.

Checkout UI ExtensionsShopify FunctionsGrowthBookBigQuery

+19%

checkout completion

+11%

AOV via smart upsells

experiments shipped

5.2×

programme ROI

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