I build Shopify storefronts, custom apps, and Checkout Extensibility solutions for DTC brands. I also design and implement AI-powered features from LLM integrations to automated workflows and apply rigorous behavioral data analysis and A/B experimentation to drive measurable conversion improvements. Recent work spans Patagonia, Perfect Snacks, Malbon Golf, and a 50% revenue lift at a US brand.
Six years inside eCommerce first as a full-stack developer building Laravel and MERN platforms, then deep into the Shopify ecosystem: themes, custom apps, App Functions, Checkout Extensibility, and headless storefronts on Remix and Hydrogen.
Increasingly, my work intersects with AI: I integrate large language models and retrieval-augmented generation pipelines into commerce workflows, build automated data-processing agents, and apply AI-assisted tooling to accelerate CRO hypothesis generation and analysis. I treat AI not as a novelty, but as infrastructure for more intelligent, responsive storefronts.
I work best when I own a problem end-to-endf architecture, implementation, performance, and the conversation with whoever will use it. I write clean code, mentor junior developers, and care about shipping over shipping perfectly.
Showing 6 of 10+ shipped engagements.
PDP and collection page templates, variant swatches, and ongoing maintenance for one of the world's most respected outdoor apparel brands.
Designed and built the Build-a-Bundle page — a custom interactive bundle builder for Clif Bar / Perfect Snacks, handling complex product configuration and cart logic.
Built Checkout Extensibility extensions and led ongoing store maintenance for a fast-growing golf apparel brand. Replaced legacy customizations with the modern extension model.
Built the entire storefront from scratch for one of India's leading designer fashion brands, including complex PDPs with intricate variant configurations and made-to-measure flows.
Built custom Checkout Extensibility extensions for subscription upsells with conditional logic and information capture blocks. Improved post-purchase conversion on subscriptions.
Applying AI, behavioral analytics, and rigorous experimentation to commerce outcomes.
I design and implement production-grade AI features for eCommerce — from OpenAI and Anthropic API integrations to retrieval-augmented generation (RAG) pipelines, conversational agents, and AI-assisted product discovery. Each integration is built for reliability, latency targets, and measurable business impact rather than novelty.
I conduct structured behavioral analytics — cohort analysis, funnel diagnostics, session analysis, and revenue attribution — using Python and modern analytics platforms. The deliverable is always a prioritized, evidence-backed set of actionable hypotheses, not raw dashboards. Data informs every decision before a single line of code is written.
End-to-end ownership of the experimentation lifecycle: hypothesis formulation grounded in behavioral data, variant design, implementation, and rigorous statistical significance analysis — including both frequentist and Bayesian methods. Every test concludes with an executive-level report mapping results directly to revenue impact. 30+ validated experiments shipped across high-traffic DTC storefronts.
Systematic, data-led conversion optimisation — auditing the full purchase funnel from landing to post-checkout, identifying friction points through qualitative and quantitative evidence, implementing targeted interventions, and measuring impact with statistical rigour. This is the exact playbook that delivered a 50% year-over-year revenue lift at a US Brand.
A faster store converts better. I audit, refactor, and rebuild the parts of your theme dragging down Lighthouse and Core Web Vitals scores. Includes a full performance report with before/after metrics.
Monthly conversion optimisation retainer. Behavioral data analysis, hypothesis development, experiment design and implementation, statistical significance analysis, and weekly reporting with direct revenue attribution. The same methodology that drove a 50% for the US brand.
Embedding AI capabilities into your commerce stack — LLM-powered product search, conversational customer support, AI-generated content pipelines, automated data analysis workflows, and intelligent personalisation engines. Scoped to your specific use case and existing infrastructure.
Whatever the platform doesn't do out of the box — custom apps, Checkout Extensibility, headless storefronts on Hydrogen, full theme builds, and store migrations. Scoped per project.
Open to senior full-time roles, contract work, and select projects — across Shopify engineering, AI integration, and data-driven CRO. Email is fastest; I read everything and reply within a day.