eCommerce Expertise
eCommerce Platform Architecture
Architecture and operating systems for commerce businesses with complex catalogs, integrations, marketplaces, and growth requirements.
Platform architecture
My eCommerce work spans storefronts, catalog and pricing services, checkout and payment flows, customer identity, affiliate attribution, fulfillment, and the middleware that connects them. I have led and built platforms across Shopify Plus, Magento, BigCommerce, React, Next.js, Node.js, PHP, and cloud-native infrastructure.
The architecture starts with operational reality: where product data originates, how inventory changes, who owns pricing, what happens when a provider is unavailable, and how support teams investigate an order. Those constraints shape service boundaries, APIs, queues, caching, observability, and recovery paths.
Catalogs, integrations, and marketplaces
Large catalogs create a different class of problem than a conventional storefront. Supplier files, fitment data, taxonomy, product normalization, marketplace requirements, and frequent price or availability updates all need repeatable ingestion and validation.
Relevant experience includes:
- ETL pipelines for supplier, affiliate, and marketplace feeds.
- Catalog normalization across inconsistent source schemas.
- Amazon, eBay, affiliate-network, ERP, CRM, 3PL, payment, and fulfillment integrations.
- APIs and middleware that isolate storefronts from back-office systems.
- Search, caching, and infrastructure strategies for very large product sets.
Growth engineering
SEO, conversion optimization, merchandising, performance, and lifecycle marketing work best when they are part of the platform rather than disconnected campaigns. My work has included technical SEO, scalable landing-page systems, analytics, experimentation, marketplace distribution, affiliate commerce, and improvements to the customer journey.
In one portfolio, these combined systems helped grow revenue from $400K to $8.5M ARR, organic traffic to 130K+ monthly visitors, and conversion rates by approximately 165%. Read the eCommerce scale case study for the architecture behind those results.
Typical engagement questions
- Should a business extend its current platform or move to a headless architecture?
- Which capabilities belong in the commerce platform, middleware, or an external system?
- How should product, inventory, order, and customer data move between systems?
- Where are performance, reliability, and operational bottlenecks actually occurring?
- Which growth improvements require platform work rather than campaign changes?