Everything my predecessor delivered continues. The additional scope is shown below.
Last winter's peak season (September 2025 – February 2026) generated £208,986 from 1,690 orders. Applying just the checkout completion improvement (+18%) to the same traffic projects an additional £37,000 in DTC revenue over the coming peak season — before any further gains from the ongoing CRO and testing programme.
| Month | Last Year | Projected | Difference |
|---|---|---|---|
| September | £16,527 | £19,448 | +£2,921 |
| October | £19,719 | £23,204 | +£3,485 |
| November | £49,597 | £58,363 | +£8,766 |
| December | £46,768 | £55,034 | +£8,266 |
| January | £56,007 | £65,906 | +£9,899 |
| February | £20,367 | £23,967 | +£3,600 |
| Total | £208,986 | £245,923 | +£36,937 |
Conservative estimate based on a single proven metric — improved checkout completion. Does not account for page speed improvements, A/B test wins, popup optimisation, or additional CRO work.
The Shopify theme I inherited was not in a workable state. Every edit pulled up errors across the platform — the codebase was too fragile and tangled to iterate on safely. I rebuilt the entire site from scratch (Prestige base, custom architecture) and launched it live on 9 May 2026.
Checkout completion improved from 21.5% to 25.3% (+18%). The old theme had a promotions app bug that was silently preventing checkout without a page reload — that's now fixed.
Page load times cut significantly: main product page LCP dropped from 16.5s to 5.3s (68% reduction). Homepage hero video compressed from 24MB to 4MB. Accessibility scores improved across all page types (product pages 75 → 89, homepage 81 → 96).
Known blocker: Theme code has been reduced to roughly 30% of the original codebase. Third-party apps are now the primary performance bottleneck, not the theme code. GTM alone loads 982KB / 1.7s execution on every page. A full app audit has been documented with recommendations.
I established a structured A/B testing programme using Shoplift for on-site tests and Klaviyo for popup and email tests. Five tests completed with full statistical analysis, and a ranked backlog of 14+ further tests ready to run.
Currently running:
Test backlog: 14 product page tests, 5 cart improvements, collection page hero tests, homepage tests — all documented, ranked, and ready to run.
Key discovery — Pandectes cookie consent incorrectly configured. Recommendation: upgrade to Premium ($25/mo) for geotargeted consent rules.
Attribution collapse resolved: Shopify reported 0.04% conversion rate when true rate was 0.38%. Traced to Rollouts as primary culprit. Documented and fixed.
I took over marketplace operations following a full handover. None of this was knowledge I came in with — I taught myself the entire Tradebyte, Zalando, and About You ecosystem.
Platform access established: TB.One merchant admin, SFTP access, 25+ channel IDs mapped, zDirect pricing floor management, complete reference documents created.
Sticking points:
Two significant infrastructure changes: UK 3PL transitioned from Whistl to Abstrakt (Mintsoft WMS), and SWAP Commerce scoped for global returns and DDP shipping.
UK 3PL transition: Technical Integration Lead across the full transition. Custom shipping rules implemented.
Upcoming: NuORDER/Boozt onboarding, SWAP Commerce ready to implement, ASOS integration scoped (Mirakl → Shopify → Mintsoft → Abstrakt).
The previous setup relied entirely on one person performing manual spreadsheet operations. I've built systems designed to eliminate that single-point-of-failure risk.
Stock sync (ZEOS → Shopify): Warehouse truth → Shopify every 90 minutes, with buffer logic, deduplication, and error handling. No human involvement required.
Pricing engine: One EUR pricing file → correct outputs for every platform across every territory. Verified to the penny against real EOSS2 pricing files.
Product data pipeline: Complete live catalogue (430 products, 2,014 variants) ingested into a central hub with discount detection, decommission tracking, and cross-platform visibility.
Previously: a 194-column spreadsheet manually assembled for each seasonal drop. One person's knowledge of which columns go where.
Now: a centralised system with validated imports, automated outputs, and lifecycle tracking across all channels.
10 strategic audit documents delivered during onboarding: 90-Day Action Plan, SEO Audit, Image Brief, App Stack Audit, Product Structure Doc, Channel Performance Report, Reviews Audit, Review Bot Spec, Fit Quiz Strategy, ZEOS Returns Grading Scoping.
Suppressing conversion tracking data. Geotargeted consent rules needed.
Apps loading nearly 1MB of JavaScript on every page. Several appear unused.
Blocks AW26 product onboarding to Zalando.
Some land at £149.25 after discount — 75p short of the £150 free delivery threshold.