eCommerce & Digital Product
15+ years of eCommerce strategy, maximising revenue for the world's leading fashion, beauty, and lifestyle brands. At Vervaunt, I lead growth and conversion, international expansion, and platform decisions for brands where brand integrity and technical performance both matter. I have led 15+ cross-functional direct reports.
Learn more about me
By the numbers
£1bn+
GMV
Overseen across 30+ brands in luxury fashion, beauty, and lifestyle.
15+
Direct Reports
Cross-functional direct reports led across development, design, trading, merchandising, and delivery.
2x
Conversion Rate
Conversion uplift for a luxury jewellery brand post-migration.
25+
Migrations
End-to-end, across Shopify Plus, SFCC, Magento, Centra, and BigCommerce.
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 in every meeting.
What I do
Revenue comes from the whole journey, from how customers find a brand to how they check out. I work across AI search and GEO, onsite experience and CRO, so brands are visible where shoppers now search and convert more of the traffic they earn.
Entering a new market is a commercial decision before it is a technical one. I help brands choose markets, structure multi-market and multi-store setups, and localise checkout and fulfilment, so new regions add revenue without adding friction.
I lead replatforms and migrations across Shopify Plus, SFCC, Magento, Centra and BigCommerce, and audit legacy stacks, so technology choices serve the commercial plan.
Writing
How AI is reshaping organic search, from AI Overviews and zero-click results to what eCommerce brands need to do differently to stay visible.
Markets vs expansion stores: when to use each, how to structure your international setup, and what migration looks like for multi-market retailers.
How brands should respond to tariffs, supply chain disruption, and economic uncertainty. Practical strategies for protecting growth and margin.
On stage
What happens when users stop Googling? The future of agentic search and commerce.
PanelPrioritisation frameworks, budget allocation, and how to align technical and commercial roadmaps heading into 2026.
KeynoteHow generative AI and large language models are reshaping eCommerce, from search and discovery to catalogue management and operations.