What I do
Typically I find myself doing two kinds of work. I consult for established brands on complex Shopify projects - strategy, migrations, B2B, UX and Design. I also build 'first' stores, from concept through to launch, for founders who want it done properly from day one. Both get the same person: strategic in the planning, hands-on in the build, firmly rooted in the Shopify ecosystem since 2012.
For established brands
This is where I've spent most of the last decade: leading Shopify and Shopify Plus projects for brands with complex catalogues, strong identities, and high expectations. On these projects I'm not just the builder - I lead strategy, planning, and design through to execution.
New builds & migrations
End-to-end builds from discovery to launch, and migrations from Magento, WooCommerce, ZenCart, and custom platforms - data, redirects, SEO equity, and a store rebuilt properly rather than replicated. See Tanners Wine Merchants and Hilton Herbs.
UX, design & strategy
Customer journey mapping, information architecture, wireframing, and high-fidelity design - all mapped before development begins. Plus brand-level illustration and iconography, like the David Austin Roses illustration programme and the Tanners icon system.
Specialist Shopify
B2B and wholesale using SparkLayer and Shopify's native B2B - see The Fibre Co. International and multilanguage setups with Shopify Markets. Integrations with Klaviyo, Xero, ShipTheory, Reviews.io, GA4, Royal Mail, and Shopify's own APIs.
Improve what you have
Structured store audits covering UX, conversion, performance, and technical health - you get a written report and a prioritised list. And monthly retainers for ongoing development, A/B testing, and strategic advice. No long-term lock-in.
Projects begin with a discovery phase. Tell me what you're trying to do and we can get the conversation started.
For new stores
Setting out? This is the other thing I love doing: taking a new brand from nothing to a live, working store - strategy, catalogue structure, design, build, and launch, all done by me. Building stores like The Little Knitting Company means your first store is built like the big ones: a proper foundation you can grow on, and a platform you can run yourself from day one.
Fixed scope, fixed timeline, and a fixed price agreed upfront - you'll know exactly what you're getting and what it costs before we start. Includes training and four weeks of post-launch support.
Get in touch for the details. For smaller one-off tasks, you can also book me directly on Storetasker.
Not sure which is you?
Send me a message with a brief description of what you're trying to do and I'll come back to you with my take.
Selected work
