What this industry taught me
E-commerce is the most honest industry I work in. There's no fluff, no quarterly slide deck, no excuses — either someone clicks add-to-cart or they don't. From building Kelly's Embroidery from zero digital systems to a fully operational storefront with integrated payments, and from launching VapeTape into one of the most saturated, ad-restricted product categories on the internet, I learned the same lesson both times: the storefront isn't a brochure, it's the salesperson. Every word, every button, every loading state is either earning the sale or losing it. And the brands that win don't sound like brands at all — they sound like a person you'd actually take a recommendation from.
How I tackled it
I treat e-commerce as one connected system, not a stack of disconnected tools. For Kelly's Embroidery that meant building the entire stack from scratch — custom website at kellysembroidery.com, full e-commerce backend, SumUp payment hardware configured and shipped, a custom quilt flashwall widget, automated Instagram client-attraction funnels, and a hands-on training pass with the owner so she could run the business long after I handed it over. For VapeTape it meant locking the brand voice first (lowercase, deadpan, anti-corporate), shipping a TanStack Start storefront with a Shopify-ready commerce layer wired in, producing the full creative library in-house — hero loop video, product photography on the signature duck-tape backdrop, vertical short-form cuts engineered to sell silently — and standing up full SEO infrastructure with sitemap, robots, canonical tags, OG metadata, and JSON-LD product schema on every route. Both businesses inherited a storefront they can actually run, not a project they have to maintain.
Why I love this work
I love that e-commerce can't hide. The metrics tell the truth every single day. That accountability sharpens every decision: write the copy that closes, design the page that converts, ship the creative that stops the scroll. It also means small operators can punch way above their weight — a one-person embroidery studio in Massachusetts and a scrappy product launch can both feel like real brands the moment the storefront goes live. Helping a founder go from word-of-mouth to a real digital business, or from a product idea to a checkout page, is some of the most direct, measurable work I do.
The most underrated play
Brand voice is the single most underrated lever in e-commerce. Most stores look identical because they all use the same theme, the same stock photography, and the same 'discover our story' copy a chatbot wrote. The brands that compound — the ones customers actually screenshot and send to their group chat — sound like a specific person with a specific point of view. Pair a distinctive voice with conversion-engineered product detail pages, honest objection-handling, and a creative library shot in-house instead of pulled from a template, and you build a storefront copycats can't clone — only outspend, badly.
Selected work
Case Study
VapeTape
Built up this customizable vape tracker to completely outsell in its category by refusing to act like it needed the sale. Targeting gen-z required a refreshing angle: a brand tone that actually sounded like them.
Case Study
Kelly's Embroidery
Full digital infrastructure from operational e-commerce website to social media funnels and developed social media strategy and email campaign templates for targeted industries.
Capabilities for this industry
Capability
Brand Strategy & Design
Visual identity requires consistency and an authentic brand voice. Design needs to compliment and reward the content.
Capability
Digital Marketing
Your content can be amazing, but it means nothing if no one sees it. The space you don't fill, your competitor does.
Capability
Content Strategy & Systems
Targeting collateral at customer personas. Setting automated workflows through employee portal that automates input from other departments, feeding a team-driven proven pipeline that scales.
Capability
Cinematic Video Production
Proper equipment, viral shooting techniques, executive media production. Canon T3i DLSR Camera, tripods, greenscreen, gimbol, teleprompter, drone, and more.
Capability
Social Media Management
Travel videography, cinematic editing, spliced for every social channel. Automated cross-department content collaboration-portal.
Capability
AI Automation
Ai's only as good as how you talk to it, and the information you feed it.
The Ask
Let's build the e-commerce story.
From positioning to production to reporting — done by one operator.