I didn't start in ecommerce. I started on a McDonald's counter, moved through data entry and patient care, spent two years inside Shopify's technical merchant support, and now build and run storefronts for founders. Every step taught me something the last one couldn't.
Two and a half years of a queue that never ends. It's where I learned that a customer who is annoyed usually just wants to be told what's happening, quickly and honestly. That has never stopped being true.
High-volume data processing with quality checks on every batch. Unglamorous, and the single most useful thing I ever did for the catalog work I do now. A messy product export doesn't intimidate me because I've already seen worse.
HIPAA-aligned patient information handling, and the escalation point for the complicated cases nobody else wanted. Learning to hold sensitive data carefully is a habit that transfers straight to customer records and payment settings.
Front line for merchants worldwide. Themes, apps, payments, checkout, DNS, domains, gateway failures. When something broke badly enough, it reached my queue. I debugged Liquid templates, advised apparel and fashion brands on conversion, and escalated platform bugs that turned into product fixes.
This is the part that changed everything. Two years of seeing thousands of stores fail in the same handful of ways teaches you where to look first.
Instead of writing a merchant an article about their problem, I go in and fix it. Two stores built and running, a handful of ongoing retainers, and AI-assisted workflows that make the turnaround faster than the rate suggests.
Take one lane or hand over the whole store. Most people start with an audit and move to a monthly retainer.
Full storefronts from an empty admin, or precise edits to the theme you already run. Written into the theme in Liquid, not bolted on with another app.
Bulk imports, variant clean-up and structured attributes for brand, format and origin, plus the collections and filters on top of them.
Orders, inventory levels, refunds and the customer inbox. The unglamorous daily work that keeps a store trustworthy.
Find what's actually slowing the page down, then fix it in the theme. Images, blocking scripts, layout shift, app bloat.
On-page SEO plus the newer job: being the store that AI Overviews, ChatGPT and Perplexity actually cite.
Shopify Flow for the repetitive work, gateways and checkout configured properly, apps wired to talk to each other.
Real client builds rather than template mockups.
A Philippine café-ingredient distributor moving off the shop floor and onto Shopify. Built from an empty admin: custom Liquid templates, brand pages for Catcher Gourmet, Toschi and Cafetto, payment gateways and checkout, metafields structuring every attribute, and a browser-based inventory reconciliation tool.
View project →A UK modern-luxury womenswear label. Ongoing theme development and a rolling audit programme through a GitHub-connected deploy pipeline, holding one design system consistent across every section while the catalogue keeps changing.
View project →"Replace with a real client testimonial once you have one in writing."Client name · Company
Bring the store URL and whatever's been annoying you. Worst case you leave with a straight answer and a plan you could hand to anyone.