B2B ECOMMERCE & SHOPIFY
B2B Ecommerce & Shopify
I direct DTC marketing across Shopify and marketplace channels for brands including B&Q, Tesco, and Mountain Warehouse in my current role, and managed a 1,000+ product catalogue and an ERP integration at the UK's largest hydroponics wholesaler — DTC and B2B wholesale, not just one or the other. The content is built from actually running the channel, not researched from the outside.
+96%
DTC revenue growth in 10 weeks at MoverX
£200K
Monthly DTC revenue, up from £102K
MoverX is a DTC camping and outdoor gear brand I’ve run channel strategy for, timed to peak season. The result — £102K to £200K in monthly DTC revenue inside 10 weeks — came from understanding how the store, the catalogue, and the ad spend actually connect, not from a generic content calendar.
That’s the difference in the writing: a feature deep-dive or product guide written by someone who has actually managed the SKUs, the ads, and the channel conflicts, not someone who read a case study about it.
Topics I cover
The specifics
Further reading
Ecommerce writing I've referenced this work in
Why your Search Console 'indexed pages' number is probably lying to you
Why Search Console's indexed-page count doesn't mean what most ecommerce store owners assume, the noindex-versus-crawled distinction that explains most of the confusion, and how to read the report properly.
SEO for discontinued products: don't just delete the page
What to actually do with a discontinued ecommerce product page. The redirect decision tree, when to keep a page live, and why deleting outright throws away accumulated SEO value.
The ecommerce Black Friday SEO checklist (start now, not in November)
A practical Black Friday and peak-season SEO checklist for ecommerce stores. What to prepare months in advance, what changes on the day, and the mistake that costs stores the most traffic every year.
Reclaiming lost backlinks after a redesign or migration (before someone else does)
How to find and recover the backlinks an ecommerce site loses during a redesign or migration, and why an unclaimed broken backlink is a genuine competitive opportunity, not just lost equity.
Measuring ecommerce SEO ROI in GA4 (without lying to yourself)
How to measure ecommerce SEO ROI properly in GA4. Fixing the direct-traffic inflation problem, setting up revenue-based attribution, and reporting numbers a founder can actually trust.
JavaScript SEO for ecommerce: what Googlebot actually sees on your site
How client-side rendering can quietly hide ecommerce content from Google, why prerendering fixes it, and how to check what Googlebot actually sees on your own product and category pages.
Other areas
Want writing built on this?
Tell me what you need and I'll tell you honestly whether it's a fit.