Hosted platforms
Themes, apps and platform-native logic on SaaS stores.
- Shopify
- Shopify Plus
- BigCommerce
- Wix
- Squarespace
- Ecwid
- Lightspeed
E-commerce engineer
Stores that load fast, convert, and survive checkout.
From Gothenburg, I build, migrate and fix online stores on any platform, and I know the systems around them: payments, ERP, shipping, feeds, search and tracking. Years of building and fixing stores showed me where they actually break: the checkout, the catalog data and the integrations, usually on a Friday. I use AI agents to move faster, and I review every change myself.
ShopifyBigCommerceWooCommerceMagentoHeadlessand the rest of the stack
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References
Some of the companies I’ve worked with
The whole stack
Every layer of an e-commerce stack
A store is a platform plus a dozen systems around it. This is what I work with. Search for the one you use.
12 layers · 138 tools
Platforms
Open-source platforms
Custom plugins and modules, performance work, hosting and upgrades.
- WooCommerce
- Magento Open Source
- PrestaShop
- OpenCart
- Shopware
Enterprise and B2B
Large catalogs, price lists, approvals and ERP-heavy setups.
- Adobe Commerce
- Salesforce Commerce Cloud
- SAP Commerce Cloud
- Optimizely
- Sana Commerce
- Shopify B2B
- BigCommerce B2B Edition
Headless and composable
Custom front ends on commerce APIs, with the CMS, search and checkout wired in.
Front ends and hosting
- Hydrogen
- Next.js
- Nuxt
- Astro
- Remix
- Vercel
- Netlify
- Cloudflare
Commerce APIs
- Shopify Storefront API
- BigCommerce Catalyst
- commercetools
- Medusa
- Saleor
- Vendure
- Commerce Layer
Content
- Contentful
- Sanity
- Storyblok
- Strapi
Around the store
Payments and checkout
Cards, wallets and pay later, with webhooks that don’t double-charge or drop orders.
- Stripe
- Adyen
- PayPal
- Braintree
- Klarna
- Mollie
- Checkout.com
- Worldpay
- Afterpay
- Affirm
- Apple Pay
- Google Pay
- Shop Pay
Shipping and fulfillment
Rates, labels, tracking and hand-offs to warehouses.
- ShipStation
- Shippo
- EasyPost
- Sendcloud
- DHL
- UPS
- FedEx
- DPD
- ShipBob
- AfterShip
ERP, PIM and OMS
Orders, stock, prices and product data, synced both ways with retries and readable logs.
ERP
- Business Central
- NetSuite
- SAP
- Odoo
- Sage
PIM
- Akeneo
- Pimcore
- Salsify
- inRiver
Inventory and orders
- Brightpearl
- Linnworks
- Cin7
Middleware
- Zapier
- Make
- n8n
Marketplaces and feeds
One clean catalog, published to every channel that sells it.
Marketplaces
- Amazon
- eBay
- Etsy
- Zalando
- Walmart
- TikTok Shop
Feeds and catalogs
- Google Merchant Center
- Meta Catalog
- Pinterest Catalogs
- Channable
- Feedonomics
- DataFeedWatch
Search and merchandising
Finding, filtering, recommending and bundling.
- Algolia
- Klevu
- Nosto
- Searchspring
- Bloomreach
- Elasticsearch
- Typesense
- Rebuy
Retention, reviews and support
Email and SMS flows, review and loyalty programs, subscriptions and helpdesks.
Email, SMS and CRM
- Klaviyo
- HubSpot
- Mailchimp
- Omnisend
- Brevo
- Dotdigital
- Attentive
- Postscript
Reviews, loyalty and subscriptions
- Yotpo
- Judge.me
- Okendo
- Smile.io
- LoyaltyLion
- Recharge
- Skio
Support
- Gorgias
- Zendesk
- Intercom
Tax, consent and cross-border
VAT and sales tax, cookie consent, and selling in more than one market.
Tax
- Avalara
- TaxJar
- Vertex
- Stripe Tax
Consent
- Cookiebot
- Usercentrics
- OneTrust
Markets
- Shopify Markets
- Global-e
- Weglot
- WPML
Analytics and tracking
Event models, server-side tracking and dashboards. See the marketing page
- GA4
- Google Tag Manager
- Server-side GTM
- Looker Studio
- BigQuery
- Meta Conversions API
- TikTok Events API
- Snapchat Conversions API
- Enhanced Conversions
- Segment
- Hotjar
- Microsoft Clarity
- Triple Whale
No match, but the list is long, not complete. The fundamentals carry across platforms, so email me what you run and I’ll tell you how well I know it.
Services
What I can do for your store
12 services
SVC-01
Store build and theme
A fast, on-brand storefront that your team can manage without me.
- Custom theme sections
- Product and collection templates
- Performance budget
Any platform
SVC-02
Platform migration
From any platform to any other, with catalog, customers, orders and SEO intact.
- Data mapping and import scripts
- 301 redirect for every old URL
- Parity QA before cutover
Any → any
SVC-03
Headless and composable
A custom front end on commerce APIs, with the CMS, search and checkout wired in.
- Hydrogen, Next.js or Nuxt storefront
- Commerce, CMS and search APIs
- Edge caching and draft previews
API-first
SVC-04
Custom app, plugin or module
The thing your store needs that no off-the-shelf app does properly.
- Admin UI and API
- Tested and typed
- Documented handover
Apps · plugins
SVC-05
ERP, PIM and inventory sync
Orders, stock, prices and product data that stay in sync, and fail loudly instead of silently.
- Two-way sync with retries
- Queues and dead-letter alerts
- Readable sync logs
ERP · PIM · OMS
SVC-06
Payments, shipping and tax
Providers connected so payments reconcile, shipping rates are right and tax is calculated where it should be.
- Stripe, Adyen, PayPal, Klarna and more
- Idempotent webhooks
- Carriers, labels and tax rules
Any provider
SVC-07
Marketplaces and feeds
One clean catalog, published to Google, Meta, TikTok and the marketplaces that sell it.
- Feed rules and mapping
- Merchant Center, Meta, Amazon
- Disapproval fixes
Every channel
SVC-08
Checkout and discounts
Bundles, tiered pricing and checkout changes that raise conversion without breaking payments.
- Discount logic and Functions
- Checkout extensions
- End-to-end checkout tests
Native logic
SVC-09
Speed and Core Web Vitals
Find what’s slowing the store down, fix it, and put a budget in place so it stays fast.
- Audit with real measurements
- Fixes, not just a report
- Monitoring and budgets
Any platform
SVC-10
Search, merchandising and CRO
Help shoppers find things and buy them, then prove the change worked.
- Search and filtering setup
- Recommendations and bundles
- A/B tests with a clear hypothesis
Any search tool
SVC-11
Tracking and analytics setup
Clean events, server-side tracking and consent that works, so every channel optimizes on real data.
- GA4 event model
- Server-side GTM and CAPI
- Consent Mode v2
Any platform
SVC-12
AI support agent
Answers order and return questions from your real data, and hands over to a person when it should.
- Read-only MCP server
- Evals on real tickets
- Human handoff rules
Read-only
Compare
Which platform fits?
Four quick questions point to a column below. It’s a starting point, not a verdict, and the stack above has more options than these five.
SuggestedShopify
| Shopify | BigCommerce | WooCommerce | Magento | Headless | |
|---|---|---|---|---|---|
| best for | Most stores. Fast to launch, low maintenance. Plus for scale. | Mid-market and B2B stores that want SaaS with more built in. | Content-led stores and teams that want to own the stack. | Very large catalogs and complex B2B. | Brands where the front end is the product. |
| hosting | Included and managed for you. | Included and managed for you. | You choose and manage it, or use managed WordPress hosting. | Self-hosted or Adobe’s cloud. Both need experienced developers. | A front end on an edge host, plus a commerce backend as a service. |
| customization | Themes, apps, Functions and checkout extensions. | Themes, apps, a strong API and a customizable checkout. | Anything PHP and WordPress can do. | The deepest. Everything is a module. | Unlimited on the front end. You build what a platform normally gives you. |
| maintenance | Low. The platform updates itself. | Low. The platform updates itself. | Medium. Core, plugins and hosting all need updates. | High. Needs a dedicated developer. | High. Two systems to run: the storefront and the backend. |
| team you need | None, or a part-time developer. | None, or a part-time developer. | A part-time developer. | In-house or retained developers. | A development team, in-house or retained. |
| i’d pick it when | There’s no strong reason not to. | You want built-in B2B tools or several storefronts, without running servers. | You already run WordPress, or need full control. | You already have it and it earns its keep, or you need what only it does. | Speed, brand experience or multi-channel reach justify the extra cost. |
Process
How a project runs
Four steps, tracked like an order. Nothing touches your live store until it has passed the one before.
- 01 · brief
Brief
We agree scope, platform and what “done” means. You get a written plan.
- 02 · build
Build
Agents scaffold and write code against the plan. I review every diff. Work happens on a dev store or staging, never live.
- 03 · qa
QA
Automated tests, real checkouts in test mode, and checks for redirects, tracking and speed.
- 04 · launch
Launch
A scheduled cutover, monitoring afterwards, and documentation for your team.
What the agents do
- Scaffold themes, plugins and integrations
- Write migration and import scripts
- Write and run tests
- First-pass QA of checkout and redirects
What I do
- Scope, architecture and trade-offs
- Money, tax and stock logic
- Read every diff before it merges
- Launch decisions and rollback plans
FAQ
Questions store owners ask
I run a platform or tool that isn’t listed. Can you help?
Very likely. The stack above is long but it isn’t complete. Catalog data, checkout, integrations and tracking work the same way on every platform, so the fundamentals carry over. If I haven’t used a specific tool I’ll say so, and learn it quickly. Email me what you run.
Can you migrate my store without losing SEO?
Yes. Every old URL gets a 301 to its new equivalent, and I compare indexed pages before and after. Metadata, structured data and internal links are checked as part of QA. Redirects are boring, which is exactly what you want from them.
Do you work on stores that are already live?
Yes. Changes happen on a dev store or staging first, and go live through a reviewed release. I never edit a live store directly. Live stores are for customers, not for experiments.
What does AI change for me as a client?
Faster delivery and more tests for the same effort. It doesn’t change who is responsible: I read the code and I stand behind it. The agents are fast, but they don’t sign anything.
Which platform should I choose?
Use the comparison above. The short version is Shopify unless you have a specific reason not to, and headless only when the front end is the product. If your situation is odd, tell me and we’ll look at it properly.
Can you also handle ads and tracking?
Yes. See the marketing page. Tracking is usually the first thing I fix on a store, because everything else depends on it. For how I think about Meta ads for a store, read my take on Jon Loomer’s Master Brief, or the short answers.
How do we start?
Add the services you’re interested in to your brief and email it to me. I’ll reply with questions and a proposed plan. A rough brief is fine; the questions are part of the job.
Ready to scope it?
Add what you need to your brief and email it, or just write to me and describe the store. Rough notes are fine.