Expertise
Anyone can publish a service list. The useful half is knowing when not to reach for something, so every page below carries the case against itself alongside the case for it.
Practice areas
These are the six conversations that make up most of the work. They overlap on purpose: a replatforming decision is an architecture question before it is a Magento question, and an AI project is usually a process question before it is a model question.
eCommerce Consulting
Platform selectionTechnical due diligenceIntegration design
Most of the expensive mistakes in commerce are made in the first three weeks, before anyone writes code. Platform chosen before the sales process is understood, integrations scoped as an afterthought, a migration sequenced so the riskiest work lands in peak season.
Wrong choice when
If the decision is already made and funded, and the constraint is delivery capacity rather than direction, consulting is an expensive way to buy hands. Hire the build instead.
Magento 2 & Adobe Commerce
Magento 2Adobe CommerceCustom modules
Nine years on Magento, most of it on the awkward end: multi-store catalogues, five-level approval chains, and the ERP and PIM boundaries no theme setting will ever express.
Wrong choice when
A single-store brand with two hundred SKUs and no custom workflow pays for Magento twice: once to build it, and again every month to keep it running. That business is better served on Shopify, and I will say so.
Shopify & Shopify Plus
ShopifyShopify PlusLiquid
Shopify is the right answer more often than platform debates admit. The interesting question is not whether it can do something, it is whether the thing you are about to build against it is worth the fight.
Wrong choice when
The moment the business needs quote-driven pricing and multi-level approvals, you stop building on the platform and start fighting it. That is the point to look at Magento, and the fight tends to start earlier than anyone plans for.
Headless Commerce
Next.jsReactGraphQL
Headless is sold as a performance upgrade. It is really an organisational one: it decouples the storefront from the commerce release cycle so the front end stops waiting on back-end deployments. If that is not your bottleneck, it will not pay.
Wrong choice when
If the front end has no independent roadmap, headless buys an extra deployment surface, an extra failure mode and nothing else. Most stores that ask for it want a faster theme, which is a much cheaper project.
AI Commerce
OpenAI APIsRetrieval & semantic searchCatalogue enrichment
Most companies asking about AI have a process problem, not an AI problem. Automating a process nobody has fixed gets you the same bad outcome, faster and at higher cost. That sentence is most of the consulting.
Wrong choice when
Automating a process nobody has fixed. You get the same bad outcome, faster and at higher cost. Fix the process, then decide whether the remaining work is worth automating, and quite often it is not.
Digital Transformation
Legacy migrationProcess redesignAPI-first architecture
The phrase usually arrives attached to a two-year programme and a slide deck. The version worth paying for is narrower: replace the parts of the stack that are actively costing money, in an order that lets the business keep trading, and stop.
Wrong choice when
If the current system works and the constraint is commercial rather than technical, a transformation programme is an expensive way to avoid a marketing decision. Modernise the part that is costing money and leave the rest alone.
That is usually the right starting position. Most engagements begin as one of these and turn out to be another, which is what the first conversation is for.