Stores that stay fast when the catalogue triples.
A presentation site has maybe 20 pages. A working eCommerce store has hundreds of product pages, a checkout, a payment processor, a shipping setup, an email platform hooked in somewhere, and a dashboard the team uses every day.
That’s a lot more surface area for things to go wrong. Most of my eCommerce work is making sure they don’t.
Platforms
WooCommerce
The stack I’ve worked with longest. Open source, no vendor lock-in, flexible enough to handle most things without compromise. If your catalogue has quirks – variable products, complex pricing rules, bundle logic, B2B accounts – WooCommerce will bend to fit them.
SureCart
Checkout and order processing run on SureCart’s platform, not in your WordPress database – so the site stays light no matter what you’re selling. Subscriptions, installment plans, tax handling, and cart recovery are built in, no plugin stack to assemble. Good for digital products, subscriptions, services, and physical catalogues with straightforward shipping. The tradeoff: your store data lives on their platform, and you’re tied to their pricing and roadmap.
Not Shopify
If you’re set on Shopify, I’m not your best option. It’s a solid platform, just not my stack. I can point you to people who work in that ecosystem.
Setup
Product pages
This is where the store works or doesn’t. The build side has to be right: variable products configured so filters work and inventory doesn’t go haywire when someone picks “size: large, colour: navy,” a clear add-to-cart that isn’t fighting for attention, schema markup so search results show the right price and stock status.
The copy matters just as much. Titles that include brand and model where customers actually search. Descriptions in your own words, not the manufacturer’s boilerplate Google has seen a thousand times. If you don’t have someone writing the copy or shooting product photography, I can point you to people who do.
Category and brand pages
More than a grid of thumbnails. They need their own copy, logos where it matters, and a reason to exist for both Google and humans. If you sell across twenty-plus brands, I’ll set up a brand overview so people can find their way around.
Payments
Stripe, PayPal, whatever your customers use. I set up the processor, handle the tax rules for your region, and make sure the checkout doesn’t break on mobile – which is where most stores lose the sale.
Shipping
Zone-based rates, weight-based rates, flat rates, free-shipping thresholds, real-time carrier rates if that’s what you need. Configured against what you actually ship, not a template.
Scale
Performance
An empty store with 10 products is easy. A store with 2,000 products, third-party integrations, tracking pixels, live chat, review widgets, and an abandoned cart system is not. Things slow down as you bolt more tools on – the database, the hosting, the image handling, the JavaScript from five plugins arguing with each other. I find the real bottleneck and fix the cause, not the symptoms.
Recent takeover: WooCommerce store at 6+ second load times, database hadn’t been cleaned in years. Dropped it under 2 seconds. Still maintaining it monthly.
Cart recovery
Around 70% of eCommerce carts get abandoned. People get distracted, second-guess the shipping, leave the tab open and never come back.
I set up the technical side of recovery so the flow captures emails during checkout, triggers a sequence when someone doesn’t complete, and links them back to the cart. I handle the integration and templates. You (or your marketing person) handle the copy.
Email platform integration
Same applies for welcome flows, post-purchase follow-ups, and broader email marketing setups. I get the plumbing right. You drive the message.
Coupons and discounts
WooCommerce and SureCart can handle most of what you want – percentage off, fixed amount, free shipping, minimum cart value, category restrictions, single-use, first-purchase only.
If you’re running a welcome coupon for new subscribers, I’ll wire it up end to end: signup form, automatic coupon generation, email delivery, and enough tracking to see whether it’s working.
Takeovers
Most eCommerce work I get isn’t greenfield. It’s someone who inherited a WooCommerce store from a freelancer who disappeared, an agency that moved on, or a previous in-house developer who left without documentation.
Usually something breaks when plugins update, load times are creeping up and nobody knows why, the payment processor throws intermittent errors, checkout fails on certain mobile browsers, or the person who knew the setup is gone.
I audit what’s there, document what matters, fix what’s broken, and get it to a state where it’s maintainable. Then maintain it, if that’s useful.
eCommerce builds from €2,500, usually 8-12 weeks. Takeovers and ongoing maintenance scoped individually. Monthly retainers from €100 are available after a project completes – I keep on retainer the sites I’ve built or worked on, so I know what I’m maintaining.
Returning clients with stores I haven’t touched for a few months get a check-in first to see what’s changed.
Process
Step 1
You email me with what you need. A rough description is fine.
Step 2
I ask a few questions: catalogue size, platforms in use, integrations, what's broken or missing.
Step 3
I send you an estimate: what I'll do and what it'll cost.
Step 4
If we agree, we start.
No sales calls, no drawn-out onboarding.
For projects, it’s a fixed scope and price. For ongoing work, I move to a monthly retainer once the project completes – the project comes first because I need to know the store before I can keep it running. Either way, you know what you’re paying for.
Once we start, I send regular progress updates and you review at key milestones. Two or three rounds of revisions come with the project; past that, I’ll scope extra rounds separately. When the store is ready, I walk you through everything you need to manage it yourself, or I can handle ongoing management for you.
What they say
“They truly understood our vision for the Purell e-commerce site and created a platform that not only showcases our products beautifully but also reflects our brand’s commitment to health and hygiene. The site has been a game-changer for our online sales and customer engagement.”
Luke Wallace
Head of Digital Marketing, Purell
Let's talk
Tell me what you're dealing with. I'll tell you if I can help.
A few sentences is enough. Tell me what you need, whether you have an existing site, and any timeline or budget in mind. I’ll ask follow-up questions if I need more detail. I usually reply within a day or two.