Ecommerce and AI, built to ship.
Two disciplines, one engineer.
I've spent a decade building commerce and the last three putting AI into production behind it. Most projects I take on need both.
Ecommerce development
Storefronts that take money reliably — built, migrated or rescued by the same senior engineer who scoped them.
- Magento 2 and Adobe Commerce builds, B2B and multi-store
- Shopify and Shopify Plus themes, apps and checkout extensions
- Replatforms and migrations without losing orders or rankings
- Core Web Vitals, checkout and search performance rescue
AI development
LLMs wired into the systems you already run, shipped to production — not a proof of concept that stalls in a sandbox.
- Agents and tools that act inside your admin, PIM or helpdesk
- RAG and search over your catalogue, docs and support history
- Content pipelines: supplier feeds in, publishable product copy out
- MCP servers so your team can run it from Claude directly
The stacks I build on.
Shopify
Themes, Plus migrations, headless Hydrogen, custom apps, checkout extensions.
Magento
Adobe Commerce builds, B2B, multi-store, PWA storefronts, performance rescue.
Laravel
Bespoke platforms, middleware, admin tooling, API gateways and integrations.
AI & automation
Agents, RAG, ecommerce AI, content pipelines, MCP servers, and strategy audits.
The AI that keeps working on your site after I leave.
Lift is the product I built out of a decade of doing this by hand. You set a goal — enquiries, bookings, sign-ups, sales — and it scans your site on a schedule, finds what's stopping visitors, and ranks every fix by what it's worth.
- Any website. Magento, Shopify, WordPress, Webflow or custom — it reads the rendered page.
- Claude does the reading. Screenshots, copy, calls to action and your Google Analytics, reviewed like a consultant would.
- It proves itself. Every fix is re-scanned and measured before and after, so you see whether it moved the number.
From call to shipped, in a calendar you can plan around.
Scope & shape
Two-day workshop. I pin down the outcome, the non-goals, and the plan. You leave with a written scope, priced.
Ship a slice
I release a working slice of production code by end of week four — not a demo, not a deck. Real users, real orders.
Iterate
Two-week cadences. Every Monday a demo, every Friday a deploy. You decide what ships next.
Leave clean
Docs, runbooks, post-mortems. I hand to your team or stay on retainer — you pick.
A decade of ecommerce, from agency floors to the CTO chair.
I’ve built commerce since 2014 — UK and Australian agencies, contracts for brands like Kathmandu and Discovery, then four years in-house at Run Auto Parts, finishing as CTO. Now I run Upturn Studio, working directly with brands as the one senior engineer on the job.
Director · Upturn Studio
Running my own studio, building Magento 2, Shopify, Laravel and AI-powered commerce directly for brands — including Run Auto Parts, iBuys and Develo Design — alongside government services work.
CTO · Run Auto Parts
Led technology strategy for one of Australia’s largest online auto parts retailers. Completed the Magento 1 to 2 migration, moved the storefront to Next.js, and built an AI-assisted Laravel PIM that turns supplier price lists into publishable product content.
Tech Lead · Run Auto Parts
Rebuilt the platform end to end: Magento 2 migration, Next.js and Algolia storefront for deep fitment filtering, Laravel supplier API integrations, a custom PIM, and the Linnworks order hub wired into all of it.
Freelance Developer · London
Contracted to Kathmandu (Summit Club loyalty, Magento 2 team training, Bazaarvoice), Global Cycling Network at Discovery (headless Magento 2 with Craft CMS and a React checkout), and Run Auto Parts.
Technical Lead · Balance Internet
Magento Gold partner in Melbourne. Led delivery and set Magento 2 standards across the team, shipping for Monash University, Total Tools, Fairfax, Industrie and other major Australian retailers.
Before that: UK retail and agency development from 2010 onwards, building on Magento since the Magento 1 era.
Where I build.
Tell me what
you're building.
I reply within one working day. If I'm not the right fit, I'll say so and point you somewhere that is.
Tell me what you're building.
I reply within one working day — personally, not with a form autoresponder.