About Me
I build the systems behind ecommerce decisions
Most ecommerce setups look fine on the surface.
The storefront works. Orders go through. Ads are running.
But underneath, things don't line up.
Numbers don't match. Data is fragmented. Teams rely on guesswork.
That's where I come in.
I focus on the layer between the storefront and the decisions, where data flows, breaks, and, when done right, becomes something reliable.
How I work
I don't start with code.
I start by mapping how data moves across your business: from the website, to payments, to analytics, to reporting.
That's where the real problems show up.
Once the gaps are clear, I design and build the systems that fix them.
The goal is simple: turn messy systems into something you can trust.
- Backends that handle real-world complexity
- Data pipelines that unify fragmented sources
- Integrations that actually stay stable over time
- Reporting that reflects reality, not assumptions
What I build
Most of my work sits in the backend and data layer of ecommerce businesses.
That includes:
- Custom WooCommerce systems when off-the-shelf plugins stop scaling
- API integrations with suppliers, payment providers, and marketplaces
- Data pipelines that connect stores, analytics, and business tools
- Analytics infrastructure and reporting, often with BigQuery and GA4 setups
Sometimes this means building a plugin. Sometimes it's a standalone service. Sometimes it's fixing what's already there.
Why this matters
Bad data doesn't just create confusion.
It leads to wrong decisions.
- Scaling ad spend on the wrong numbers
- Trusting reports that don't reflect reality
- Making changes without knowing what actually worked
I've seen how expensive that gets.
Reliable systems change that.
How I think about engineering
I value systems that are:
- Simple to understand
- Stable under real usage
- Easy to extend over time
Not over-engineered. Not fragile. Not dependent on constant firefighting.
Just solid.
A bit more about me
I've spent the last few years working closely with ecommerce businesses, building systems that sit behind the scenes but drive real decisions.
I enjoy working on problems where data is messy, systems don't agree with each other, and the real answer isn't obvious.
That's usually where the interesting work is.
If this sounds familiar
If you're dealing with:
- Numbers that don't match across platforms
- Unreliable reporting
- Integrations that keep breaking
- Systems that don't scale with your business
We'll probably have a useful conversation.