I design, build and operate direct-to-consumer commerce systems — from bespoke WooCommerce infrastructure and supplier automation to AI-agent workflows that remove the manual work between an order and a doorstep.
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Full-Stack E-Commerce Engineer & Operator
Four of the 100+ stores and websites I've delivered — each one a different answer to the same question: how do you make commerce run without a human in the middle?
A character and animal onesie brand run as a single, tightly integrated system: storefront, catalogue architecture, paid acquisition, merchant feeds and international fulfilment — all owned in-house.
A deliberately narrow brand: a single mystery-box SKU engineered for social virality, built on WordPress and WooCommerce with Elementor and the WoodMart theme for a fast, high-conversion single-product funnel.
Running a gaming merchandise storefront where demand spikes are violent and platform changes are existential — including a full migration strategy that preserved SEO equity, tracking integrity and revenue continuity.
A purpose-built WooCommerce plugin that automates supplier communication and fulfilment — replacing manual email chains with structured order routing, status synchronisation and tracking ingestion.
Four disciplines that overlap on purpose. The storefront, the automation behind it, the agents that help build it, and the measurement that proves it worked.
Storefronts built from the metal up — semantic front ends, custom WordPress internals, and commerce logic that survives real order volume.
Autonomous agents wired into the actual build process — not demos. Local models, custom endpoints and persistent memory in the loop.
The unglamorous work that compounds: scripts, indicators and pipelines that run without being asked.
Measurement and logistics treated as engineering problems — because that is where the margin actually lives.
Chosen for leverage, not novelty. Everything here is in production somewhere in the work above.
The same four moves every time, whether it is a new storefront or rescuing one that has outgrown its plumbing.
Not the page — the system. Where does traffic come from, where does money land, and which manual step is quietly capping growth?
Catalogue structure, canonical rules, template hierarchy and a performance budget set before a single component is written.
Ship the storefront, then remove the human from every repeatable step — supplier routing, feeds, tracking, reporting.
Conversion tracking wired to real revenue, then iterate on the numbers that actually move margin.
Storefront builds, WooCommerce rescues, supplier automation, agent workflows or growth infrastructure — if it touches commerce and code, it is in scope.