eCommerce & Digital Product
Defining eCommerce strategy for high-growth fashion, beauty & lifestyle brands — enterprise platform migrations, international growth, and customer experiences that bridge brand integrity with revenue growth.
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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
Navigating the complexities of global commerce requires a leader who aligns technical architecture with business profitability. I specialise in developing long-term digital roadmaps for luxury and premium DTC brands, ensuring that every technology investment is a strategic driver for revenue, customer loyalty, and brand equity.
I lead the end-to-end lifecycle of enterprise-level migrations, acting as the bridge between technical integrity and commercial goals. My focus is on managing complex change management, ensuring a seamless transition that serves as a high-velocity engine for revenue without compromising brand equity during "step-change" moments.
Scaling into international markets requires a balance of technical confidence and cultural fluency. I architect bespoke global strategies that navigate the intricacies of cross-border logistics, localised CX, and Shopify Markets. My approach ensures brands scale rapidly while maintaining operational consistency and a unified global identity.
I drive revenue growth through a full-funnel approach to Customer Experience and experimentation. From UX and journey redesign (PLP, PDP, Checkout) to AOV growth and personalisation, I implement rigorous experimentation frameworks that deliver measurable uplift in conversion rates and long-term customer lifetime value.
I view technology selection as a primary lever for commercial acceleration. By leading discovery-led platform selection and TCO (Total Cost of Ownership) modelling, I de-risk high-stakes CAPEX investments. I ensure the chosen stack provides the agility and scalability to drive enterprise value for brands scaling toward IPO or global dominance.
Operational maturity is built on data integrity. I define measurement frameworks and KPI ownership, overseeing omnichannel data architecture and GA4 strategy. By establishing clear trading cadences and data-driven governance, I provide the visibility necessary for high-level P&L management and informed commercial decision-making.
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
Prioritisation frameworks, budget allocation, and how to align technical and commercial roadmaps heading into 2026.
PanelCustomer experience and support strategy for eCommerce brands: how to scale service without sacrificing quality.
KeynoteHow generative AI and large language models are reshaping eCommerce, from search and discovery to catalogue management and operations.
