Sporting goods
SuiteCommerce to Shopify
I led Springfree's move from NetSuite SuiteCommerce to Shopify. Page speed improved 83%, conversion rose 46%, and the re-platformed stack carried a record 2020 holiday season.
+83%
Topic
E-commerce
Notes from running Shopify storefronts across four markets, covering platform choices, conversion work, and the operations behind the checkout.
Work
Sporting goods
Dealer Hub
A Shopify Plus wholesale channel for Springfree's US dealer network. More than 20 dealers onboarded, 25 branded storefronts launched with zero critical defects, and the channel drives the majority of US revenue.
20+
Sporting goods
3D custom trampoline builder
A 3D builder on Springfree's storefront that lets customers configure a custom trampoline against real-time NetSuite inventory. Custom builds reached 20% of e-commerce sales.
20% of e-commerce sales
Retail
European dealer migrations
Springfree's UK, France and Switzerland dealer storefronts moved off legacy Joomla and OpenCart onto multilingual, multi-domain Shopify. It proved the official Shopify Partner practice I built inside goba could deliver for clients.
3
Sporting goods
goba.life
goba.life is the multi-brand Shopify platform I own at goba, running across four markets with separate regional instances, NetSuite integration through Celigo, a Bloomreach CDP and AI-assisted customer care.
4
Sporting goods
Spare parts, from phone-only to self-serve
I took spare-parts ordering at Springfree from phone-only to self-serve e-commerce in all four markets. Parts-related support calls dropped by more than 70%.
Phone-only to self-serve
Library
book
The Mom Test
The shortest useful book I know on talking to customers without leading the witness. I come back to it whenever I need honest answers instead of polite ones.
book
Obviously Awesome
Dunford treats positioning as a decision you can test, instead of a tagline exercise. It's the most practical method I've found for saying what a thing is, who it's for, and why anyone should pick it.
People
April explains positioning better than anyone else I've read, and Obviously Awesome is the book I hand people when a good product isn't landing. Her framework turned positioning from a branding exercise into a decision you can test and revisit. She's based in Toronto too, so I'll admit to a little hometown bias.