E-COMMERCE PLATFORM SETUP
A storefront stood up properly on a platform that already handles the money.
This is storefront setup on a platform that already exists — Shopify-class. The platform owns the cart, the orders and the money. I own everything around it: theme and layout, catalogue structure, collection logic, product page content, navigation, product and breadcrumb markup, redirects from whatever you had before. That division is the point, and it is why this costs what it costs instead of three times more.
Most storefronts fail on taxonomy, not design. If a visitor cannot get from the homepage to the thing they want in two clicks, no amount of hero photography saves it. So the work starts with the catalogue: how products group, which variants are real options versus separate products, which collections are hand-curated and which are rule-based, and what each product page must say before someone will trust it.
Because I also do product imagery and film, a store launched this way goes live with real pictures of your products instead of three stock shots and a placeholder. And because store SEO is mostly structural, product markup, collection titles, canonical handling for variant URLs and a clean sitemap are part of the setup, not an upsell afterwards.
WHAT I DO
- Catalogue architecture — product and variant model, collection rules, handle and naming conventions, the attribute set filtering depends on
- Theme setup and customisation inside the platform's own system, kept within what it can still update later
- Product page content: titles, descriptions, specification blocks, care and sizing detail — the questions that otherwise become support email
- Product, Offer and BreadcrumbList markup, plus canonical handling so variant URLs stop competing with each other
- Navigation, search, filtering, and the empty states nobody designs until a real customer hits one
- Migration map of old URLs to new with 301s, so existing rankings survive the move
- A handover walkthrough: adding a product, a collection and a page without breaking the layout
HOW I WORK
- 01
CATALOGUE
Settle the product and variant model and the collection rules first, because every later decision inherits that structure.
- 02
THEME
Set up and customise the theme against real products, not demo data, so the layout is tested on your worst-case product name and longest description.
- 03
CONTENT
Load the first batch of products with full copy, imagery and markup, and define the template the rest get entered against.
- 04
HANDOVER
Point the domain, apply the redirect map, verify search and analytics, then walk your team through running it themselves.
BEST FOR
- Brands with a real product range and no storefront yet, who want it standing up properly the first time
- Existing stores whose categories grew by accident and where nothing is findable any more
- Launches that need the store, the product photography and the copy to land together
- A catalogue moving platform, where the redirect map matters more than the visual refresh
NOT THIS
- Not a custom cart, order pipeline or payment-gateway integration. The platform's own cart and payment handling do that job — I do not build or wire a money path, and nothing here touches live orders, refunds or card data.
- Not a headless storefront on a bespoke stack. A custom commerce front end over an API is a platform build, with a different price and a very different risk profile.
- Not operations. Inventory counts, fulfilment, returns, tax configuration and accounting stay with you or your platform partner.
THE PROOF
Published case studies from digital experience work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF DIGITAL EXPERIENCE
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.