A strong Shopify store should be easy to use, easy to manage and commercially sharp.

My work looks at how the store is structured, how customers move through it and where sales may be getting lost. The aim is a better shopping experience, clearer product journeys and a store that supports the way the business needs to grow.

When everything feels busy, the first job is to work out what actually matters.

A strategic audit brings the full e-commerce picture into focus: website performance, customer behaviour, marketing activity, trading priorities and commercial data. The outcome is a clearer view of what is working, what is holding growth back and where time, budget and energy should go next.

Email is one of the most valuable channels an e-commerce brand has, but only when it is treated as more than a campaign calendar.

The strategic work sits behind the sending: how to welcome, retain, re-engage and sell to customers in a way that feels useful and commercially effective. Done well, email strengthens customer relationships, supports repeat sales and gives the wider business more to work with.

More traffic is not always the answer. Better decisions usually are.

With deep experience across Google Ads, Shopping, Meta and paid social, this work brings senior paid media expertise to the strategy behind your activity. It looks at whether spend is being used effectively, whether campaigns are supporting the right commercial goals and where performance can be improved.

Useful for brands managing activity in-house, working with an agency, or needing expert input before increasing budget.

Customers rarely fail to buy for one single reason.

The customer journey needs to work across the site, messaging and key buying moments. This means identifying where people lose confidence, get distracted or drop away, then making the route to purchase clearer, easier and more convincing.

Some brands need regular senior input, not another agency layer.

Retained consultancy gives you experienced support across Shopify, marketing, customer experience and commercial priorities. It is a way to bring senior thinking into the business on a regular basis, with outside perspective, honest challenge and practical guidance to keep the right work moving.