Consultancy available, projects from August 2026
London eCommerce Consultancy
Structured growth for independent eCommerce brands
Ongoing support across your eCommerce business – from financial modelling and reporting to paid social strategy, UX improvements, Shopify or WooCommerce consulting, operational systems and internal team training.
- In-person or remote. 1-4 days per month.
Retained consultancy is for brands that have outgrown scrappy execution but haven’t yet developed the structure required for sustainable growth. If revenue is steady but stagnant, processes feel reactive, and decisions lack financial visibility, this is typically where I step in.
I work closely with founders or senior team members 1-4 days per month, to improve performance, simplify systems and create measurable commercial progress. This is strategic, hands-on oversight designed to bring clarity and direction to existing teams, not day-to-day execution.
Who is this for?
This model works best for brands in the £500k-£5m range who:
- Want to grow profit, not just revenue
- Are prepared to look at their numbers properly
- Have (or are willing to build) internal resources to execute priorities
- Are ready to replace ad-hoc activity with clear processes
- Value long-term structure over short-term tactics
It is not designed for businesses looking for daily execution support or fully outsourced ownership of marketing or operations.
eCommerce consultancy services
My consultancy covers marketing, operations and finance – drawing on eight years of experience working with London-based eCommerce brands.
Depending on where your bottlenecks sit, support typically includes:
Financial modelling
I build clear financial models and reporting frameworks so you understand exactly where profit is made, where it’s lost, and where growth is realistically achievable.
- Analysing existing performance data
- Building full eCommerce financial models
- Identifying immediate areas of profitable growth
- Forecasting spend, cost per acquisition (CAC) and contribution (CM3)
- Reporting against targets with live performance data
Marketing strategy
I work with you to define a structured, proactive, margin-led marketing and acquisition strategy.
- Crafting paid social, PPC and email strategy
- Designing creative testing frameworks
- Reviewing channel performance at a granular level
- Identifying which experiments to run next
- Advising on market expansion and platform focus
- Planning structured campaign calendars
Website/UX
As a developer and eCommerce specialist, I review and refine your website to ensure it converts highly, communicates clearly and works logically. I do this using real customer behaviour and pragmatic business logic, not guesswork.
- Shopify and WooCommerce theme development
- Shopify and WooCommerce consulting (including project management of replatforms)
- User experience (UX) reviews informed by data (GA4, Microsoft Clarity)
- Merchandising improvements
- Messaging and positioning refinement
- Support with launches or planning new experiences
Operations strategy
I help you put the operational systems and processes in place to support growth without stress.
- Inventory forecasting strategy
- Pricing and markdown strategy
- Shipping and returns strategy (including international considerations)
- Backend process design and automation
Branding & creative
I help you build a cohesive, professional brand presence across your website and marketing – so customers trust you, buy confidently and come back too.
- Creating clear brand guidelines
- Setting photography and visual standards
- Defining tone of voice and messaging structure
- Establishing repeatable content frameworks
Strong creative only works when it’s supported by process.
Training & oversight
I work directly with your in-house team to ensure they have the systems, clarity and skills required to deliver sustainable growth.
- Training team members on marketing tech and eCommerce systems
- Upskilling internal staff
- Acting as a commercial sounding board
- Providing oversight on external agency projects
How it works
We typically work together 1-4 defined days per month.
For London-based clients, these are often in-office working sessions with founders or senior team members. These days are used to review performance, solve bottlenecks, set priorities and plan upcoming activity.
Between sessions, internal teams can execute against clearly defined priorities. My role is to guide direction, simplify complexity and ensure decisions remain commercially sound.
I limit the number of retained clients I work with to ensure meaningful progress and proper focus.
The outcome
After 6–12 months, most brands have:
- Clear financial visibility
- Defined marketing priorities
- Structured reporting processes
- Cohesive creative direction
- Improved merchandising
- Reduced operational friction
- A calmer, more controlled growth trajectory
Growth becomes intentional, not reactive.
Up until Joe’s support, e-commerce had always felt like a strained, financial burden. Now, we are confident in its ability to grow and support our vision to scale the business sustainably. I would highly recommend Joe to any e-commerce brand looking to improve performance, customer trust, and operational efficiency in a meaningful, measurable way.
Matt Wheatcroft, Commercial Director, Emily-London