get equipped for next stage ecommerce growth

advising and actioning on the personalisation strategies that deliver a truly customer-centric shopping experience

Ecommerce Consultant UK : Email, CRO & SEO

“14 Conversion Experts You Should Be Following”

“32 CRO Influencers That Rule Optimization”

“One of the world’s Top 25 Most Influential Conversion Rate Experts”
PPC Hero

“45 best CRO Experts to Skyrocket your website conversion”

personalising ecommerce

I'm here to review, plan and lead the technology-driven strategy that delivers next phase growth for your ecommerce store.

Bring 22 years of ecommerce growth expertise & insight to your direct to consumer brand. I partner with senior management & in-house teams to help deliver your customers an exceptional shopping experience - before and after the sale.



ecommerce consultant

"When growth came the results were much greater than they would otherwise have been. I highly recommend working with Ian."
Neil McLaren - Founder at

technology, data & the human touch

My role fits seamlessly within your current ecommerce setup. Directly accountable for real ecommerce growth. My work takes place in one of two situations;

1.) Growth hungry DTC startups. Working with ambitious founders of funded direct to consumer brands.  Brand owners that require senior level expertise to review ecommerce technology requirements and deliver strategic guidance for their young business. A business mentor as well as a trusted ecommerce expert. A partner to plan and execute upon a strategy that focuses on customer-centred business growth.

2.) Established brands wary of rising acquisition costs that require an honest, external review of current performance and a technology roadmap to deliver next stage ecommerce growth. Somebody to take ownership of the customer-centric strategy and work alongside senior management and in-house teams to evolve the selection and use of technology & the optimisation process.

Driving growth. This isn't top level strategy telling you to spend more and accumulate more. I'll dive into each aspect of your ecommerce activity to bring you a fresh truly customer-centric approach to how you increase customer acquisition and retention for your store. We'll reduce costs where needed. We'll fund initiatives where justified. We'll invest in the right technology for your brand. We'll ensure you are taking full advantage of today's ecommerce technology & tools to drive real business growth.


Customer-Centred, Technology-Driven Growth

Ecommerce technology recommendations


Your technology dictates the shopping experience you deliver. Experience can be your most powerful differentiator. Make sure you're equipped with the right tech

recommended ecommerce platforms - shopify, magento2, woocommerce, bigcommerce


With access to the right data and insight you can begin a process of continual learning through on-site experimentation and a/b testing across the buyer journey

grow ecommerce business internationally


Let's work to equip your brand with all the necessary technology to allow you to personalise the shopping experience for your international customers

How to segment customers to help conversion for ecommerce store

Personalised Email

Creating and optimising email welcome sequences, newsletters & post-purchase flows built upon customer behavioural data and insight

Advice on customer loyalty and review platforms for ecommerce stores


Reviewing and optimising loyalty rewards and customer reviews platforms to build repeat business, build valuable content and learn more about your customers

Website personalisation advice for ecommerce stores


Ensuring the entire customer journey, before and after the sale, is personalised based on their product views, purchase intent and buying behaviour

recommended software for ecommerce live chat


Building CRM and optimising live chat sequences and automations to grow buyer confidence and manage your customers with any questions they may have

best retargeting strategies for ecommerce stores

Ads & Retargeting

Using customer data to build out and manage highly targeted ROI-driven campaigns across search & social inc. Google, Facebook and Instagram

best shopify apps for ecommerce


Ensuring your store is equipped with best-fit apps to help make it easy for customers to purchase. Filters, size charts, navigation and list growth tools

"The work we have done together has seen our online business go from strength to strength driving more traffic to our website and yet reducing our cost per conversion. "
David Winstanley - Managing Director at Pramworld

"He is an e-commerce professional with a depth of expertise and is a pleasure to do business with. I would not hesitate in seeking his consulting services again on another project."
Mathew Wade - Head of Digital at Gossard


Building Ecommerce Brands For 20 Years

Wearing the hats of employee, director, ecommerce business owner & consultant.

Finding my feet at a startup online magazine subscription retailer way back in 1996. When animated gifs first roamed the 'net and web browsers were at the version 1.0 stage.

4 years on, I moved on to taking the role of European Marketing Director. Learning sustainable growth at a market innovator who are now the world's largest travel company.

In 2004 I launched my own ecommerce business. From 0 to £2m. bootstrapped. Doing the things you've done. Balancing time and energy marketing my business and running my business.

For the past 10 years my time has been dedicated to my ecommerce consulting business. Working with founders and in-house teams to drive more revenues without increasing ad spend through the advanced implementation of technology-led personalisation strategies and continual optimisation. It makes scaling easier and more profitable.

“one of today’s leaders in Conversion Rate Optimization, people who don’t just talk the talk but put their theories to the test on a daily basis.”

– CrazyEgg
View More Testimonials

Working with popular eCommerce platforms including:
Shopify & Shopify Plus ⬝ Magento 2 ⬝ BigCommerce ⬝ Demandware ⬝ WooCommerce


how we work together

I work exclusively with established retail or direct-to-consumer brands based in the UK and Europe. The majority of clients are omnichannel. Clients are already turning over a minimum of £1 million per year.
I do work with a select group of funded dtc early growth startups too.

Businesses that value their customers. Know their customers. Businesses built on behalf of their customers. I have to believe in the products you’re selling. Whether premium brands or innovative products. We have to share an understanding that there’s a demand for what you sell.

I work alongside senior management to plan & in-house marketing teams to implement. You might also be transitioning from an outsourced agency who simply didn’t perform and now you want to bring your marketing in-house?


at a time that suits you