E-commerce
E‑commerce is where
I learned to build.
From marketplaces to brands of my own.
I started with Facebook Marketplace, moved into Etsy and Amazon FBA, and eventually became obsessed with Shopify and building brands of my own. Every platform taught me something different about how people discover, trust, and buy products online.
Built & operated across
-
Ownership -
Scale -
Niche intent
How I got into it
I learned e‑commerce by actually selling things.
It started with a marketplace listing and curiosity. Every platform after that taught me something the last one couldn't.
None of it came from a course. It came from listings, shipping, refunds, reviews, and watching what people actually click.
- 01 Facebook Marketplace Learning how to sell. Price it. Photograph it. Answer the message. Close it. What it taught me: Selling starts with understanding the person on the other side.
- 02 Etsy Learning niche intent. Specific audiences. Specific products. Specific search behaviour. What it taught me: The smaller the audience, the more important it is to understand exactly what they want.
- 03 Amazon FBA Learning marketplace scale. Demand, competition, fulfillment, pricing, reviews, and inventory. What it taught me: Scale creates opportunity, but it also creates operational complexity.
- 04 Shopify Learning ownership and conversion. Traffic, merchandising, UX, conversion, retention, and brand. What it taught me: When you own the storefront, you own every excuse.
- 05 Owned brands Putting it together. Product, store, operations, margins, customer experience, search, and repeat purchasing. What it taught me: The storefront is only one part of the business.
The big distinction
Shopify, Amazon and Etsy are three completely different games.
Same product. Completely different rules for traffic, trust, ownership and conversion.
Dive deeper into each platform-
Ownership
- Brand
- Storefront
- Merchandising
- Conversion path
- Customer relationship
- Retention
The challenge
You also have to create the traffic.
-
Intent + Scale
- Massive existing demand
- Marketplace trust
- Fulfillment infrastructure
- Buyers already searching
- Review-driven proof
- Logistics at scale
The challenge
You compete inside someone else's ecosystem.
-
Niche Discovery
- Strong niche search behaviour
- Specific buyer intent
- Marketplace discovery
- Low cost to test
- Visual merchandising
- Audiences who care
The challenge
Relevance matters more than broad appeal.
The same product, three sets of rules.
A quick way to see where control sits on each platform.
| Category | Shopify | Amazon | Etsy |
|---|---|---|---|
| Traffic | You create it | Existing marketplace intent | Marketplace discovery |
| Brand control | |||
| Customer ownership | |||
| Conversion control | |||
| Competition | The open internet | Direct product competition | Niche marketplace |
| Biggest lesson | Ownership | Scale | Intent |
- Traffic
- Shopify You create it
- Amazon Existing marketplace intent
- Etsy Marketplace discovery
- Brand control
- Shopify
- Amazon
- Etsy
- Customer ownership
- Shopify
- Amazon
- Etsy
- Conversion control
- Shopify
- Amazon
- Etsy
- Competition
- Shopify The open internet
- Amazon Direct product competition
- Etsy Niche marketplace
- Biggest lesson
- Shopify Ownership
- Amazon Scale
- Etsy Intent
Operating principles
The things I obsess over.
Not a service list. These are the six questions I end up asking about every store I touch, including my own.
- 01
Conversion
Does the store actually turn traffic into revenue?
- 02
Merchandising
Are we showing the right product, in the right way, at the right time?
- 03
Trust
Does this feel like somewhere I would actually buy from?
- 04
Discovery
How are people finding the product in the first place?
- 05
Economics
What happens after revenue? Margin, shipping, fees, returns, acquisition, cost of goods.
- 06
Operations
Can the business actually deliver what the storefront promises?
Real results from real experience.
-
6-figure
E-commerce businesses
Built and operated across Shopify, Amazon and Etsy.
-
5%+
Shopify conversion
Driven by store experience, merchandising and conversion fundamentals.
-
3
Major commerce ecosystems
Shopify · Amazon · Etsy
5%+ changed how I think about websites.
Strong conversion was never one clever trick. It was a collection of small things done properly, measured, and improved.
On a storefront the ten fall into three moments: before someone trusts you, while they're shopping, and at the point of paying.
Still one of my favourite sounds on the internet: cha-ching.
Phase one Before they trust you
- 01 Clarity
- 02 Trust
- 03 Credibility
Phase two While they're shopping
- 04 Merchandising
- 05 Navigation
- 06 Copy
- 07 Product structure
Phase three At the point of paying
- 08 Mobile UX
- 09 Speed
- 10 Checkout
Putting it into practice
Where I apply it.
-
Stratus Water Systems Technical e-commerce · Water treatment A technical catalogue business where product information, search intent, trust, merchandising and operations all have to work together. -
Persona Jewelry Sports jewelry · DTC A visual sports-driven brand focused on product presentation, conversion, merchandising, mobile experience and niche audiences.
Go deeper
Three chapters.
Each platform gets its own page, because the lessons don't transfer as cleanly as people assume.
- Chapter 01 Shopify Ownership, conversion & brand Where I care most about storefront experience, merchandising, Liquid, conversion, and building brands directly. Explore Shopify
- Chapter 02 Amazon Scale, competition & operations What Amazon FBA taught me about marketplace economics, intent, fulfillment, inventory, and margins. Explore Amazon
- Chapter 03 Etsy Niche discovery & intent What Etsy taught me about specific audiences, marketplace search, product fit, and visual merchandising. Explore Etsy
Want to talk
e‑commerce?
I can talk about stores, marketplaces, conversion, products, margins, and why people actually buy for longer than most people probably want to listen.