Ecommerce Strategist
Ecommerce Advisor.
Agency Owner.
Founder.
Over a decade in ecommerce. Founder of Limely, a specialist ecommerce agency. Deep expertise in Magento, Shopify Plus, and complex platform architecture. I help brands make better platform decisions and build for long-term scalability.
Brands I've Worked With
My Perspective
Ecommerce strategy, not just ecommerce builds.
I work with founders and ecommerce directors who understand that platform decisions have decade-long consequences. My role is to bring clarity to complex technical decisions and ensure your ecommerce architecture serves your commercial goals.
Platform decisions are commercial decisions.
The wrong platform doesn't just cost money. It constrains growth, limits flexibility, and creates technical debt that compounds over years.
Most ecommerce rebuilds fail due to lack of strategy.
Teams focus on features and timelines while ignoring the fundamental questions: what problem are we solving, and how will we measure success?
Retainers outperform one-off projects.
Ecommerce is not a project with an end date. The brands that win treat it as an ongoing discipline requiring consistent strategic attention.
Operational efficiency drives margin.
Revenue growth means nothing if your fulfilment, returns, and customer service costs scale faster than your sales.
Expertise
Strategic decisions, not task execution.
Ecommerce Strategy
Aligning platform capability with commercial objectives. Roadmaps that account for where you are now and where you need to be in three years.
Platform Selection & Replatforming
Objective assessment of Shopify Plus, Magento, BigCommerce, and composable solutions. Vendor-agnostic guidance for high-stakes platform decisions.
Shopify Plus Advisory
Strategic guidance for brands on Shopify Plus: app architecture, checkout extensibility, and knowing when the platform's limits matter.
Magento & Hyvä Architecture
For complex B2B and multi-store requirements where Magento remains the right choice. Hyvä frontend strategy for performance without compromise.
Technical Oversight
Independent review of agency proposals, architecture decisions, and build quality. Protecting your investment in complex ecommerce projects.
Fractional Ecommerce Leadership
Embedded strategic leadership for growing brands. The expertise of a seasoned ecommerce director without the full-time overhead.
Experience
Complex problems, commercial outcomes.
Multi-brand fashion retailer, £12M turnover
Problem
Legacy Magento 1 platform blocking international expansion. Three failed migration attempts with previous agencies.
Strategic Decision
Recommended Shopify Plus with careful app architecture rather than another complex Magento rebuild. Focused on speed to market over feature parity.
Commercial Impact
Live in 4 months. 34% conversion increase. Expanded to 6 EU markets within 12 months.
B2B industrial supplier, £8M turnover
Problem
Complex pricing rules and customer-specific catalogues making standard platforms unworkable. Team wanted headless but lacked technical capability to support it.
Strategic Decision
Magento 2 with Hyvä frontend. Custom pricing engine. Resisted headless complexity in favour of maintainable architecture their team could own.
Commercial Impact
60% of orders now self-serve. £200k annual reduction in sales admin costs.
DTC wellness brand, PE-backed, scaling from £2M to £10M
Problem
Shopify store built quickly during COVID. Technical debt limiting subscription capabilities and international checkout.
Strategic Decision
Stayed on Shopify Plus but rebuilt checkout architecture and migrated to Recharge. Avoided expensive replatform by solving specific problems.
Commercial Impact
Subscription revenue up 180%. Reduced churn by 23%. Platform now supports £15M GMV.
Operator Perspective
I don't just advise. I operate.
I built Limely, a specialist ecommerce agency that has worked with brands from £500k to £20m turnover. Over a decade of leading complex migrations, inheriting failed projects, and seeing what separates successful builds from expensive mistakes.
I've also built my own ecommerce ventures, Swyng and Suna Yoga, giving me first-hand experience of the founder's perspective: the cash flow pressures, the platform trade-offs, the reality of scaling with limited resources.
My consulting work is completely independent. I have no platform partnerships, no referral arrangements, no incentive to recommend anything other than what's right for your business. I know what agencies won't tell you, which corners can be cut, and which decisions will haunt you for years.
Independent advice, from experience, not theory.
Ventures
Businesses I've built and operate.
Testimonials
What people say
“Niko and the guys at Limely played an integral role in my first ever business. Niko helped me so much, even if it seemed like he was just doing his job, I felt as if he went above and beyond.”
Sam Hussain
10-year client
Who I Work With
Types of clients I could help
Founders
You're a founder preparing to scale your ecommerce business. You need strategic guidance on platform decisions, team structure, and building sustainable growth.
Ecommerce Directors
You're leading ecommerce for an established brand. You're planning a replatform or major technical initiative and need independent, expert oversight.
PE-Backed Brands
You're operating a portfolio company with aggressive growth targets. You need fractional leadership and strategic direction without full-time overhead.
Work With Me
Let's discuss your ecommerce challenges.
Every engagement starts with a conversation to understand your business, your challenges, and whether I'm the right fit to help. No obligation, no sales pitch.
Engagement Models
Advisory Retainer
Ongoing strategic partnership with regular input on platform decisions, vendor management, and ecommerce direction.
Fractional Ecommerce Director
Embedded leadership for brands that need senior ecommerce expertise without the full-time commitment.
Platform Transition Consulting
Strategic guidance through replatforming decisions, vendor selection, and migration oversight.
Project Oversight
Independent review and quality assurance for complex ecommerce builds. Protecting your investment.