eCommerce & Digital Product
Fifteen years of eCommerce strategy, maximising revenue for the world's leading fashion, beauty, and lifestyle brands. I bridge the gap between high-end brand integrity and technical performance, focusing on three core pillars: Technical Architecture, International Growth, and Conversion Optimisation.
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By the numbers
£1bn+
GMV
Overseen across 30+ brands in luxury fashion, beauty, and lifestyle.
2x
Conversion Rate ↑
Conversion uplift, Stephen Webster post-migration.
25+
Migrations
End-to-end, across Shopify Plus, SFCC, Magento, Centra, and BigCommerce.
15+
Reports
Cross-functional programmes led across development, design, trading, merchandising, and delivery.
Barrett is a fountain of knowledge when it comes to all things eCommerce and Shopify. He has fantastic oversight of all of his clients' goals and roadmaps, and his perspective is therefore indispensable.
What I do
High-growth commerce requires a foundation that is both stable and agile. I oversee the structural decisions that define an enterprise stack, from leading complex Shopify Plus replatforming and migrations to auditing legacy infrastructure. By aligning technical architecture with business goals, I ensure your technology accelerates growth rather than creating debt.
Scaling globally is a strategic operation, not just a technical one. I help brands navigate the complexities of international expansion, from localised checkout experiences and multi-store architecture to regional fulfilment logic. My focus is on removing friction in new markets to unlock sustainable global revenue streams.
A high-performing store is the result of a seamless end-to-end experience. I focus on the intersection of discoverability and user experience, ensuring brands are visible in an AI-driven search landscape while optimising the onsite journey for conversion. By refining how customers find, navigate, and interact with your brand, I drive top-line revenue through meaningful digital experiences.
Writing
Markets vs expansion stores: when to use each, how to structure your international setup, and what migration looks like for multi-market retailers.
How AI is reshaping organic search, from AI Overviews and zero-click results to what eCommerce brands need to do differently to stay visible.
How brands should respond to tariffs, supply chain disruption, and economic uncertainty. Practical strategies for protecting growth and margin.
On stage
Speaking at the UK's largest eCommerce conference for brands. Two days of sessions, panels, and roundtables at The Brewery, London — covering the strategies shaping high-growth retail in 2026.
PanelWorkshop host at Balthazar for LoyaltyLion's Loyalty Connect — a breakfast session for Shopify brands and agencies on what makes a modern loyalty program work. Covers strategy, real-world program audits, and a live loyalty clinic.
KeynoteHow generative AI and large language models are reshaping eCommerce, from search and discovery to catalogue management and operations.
