I work where
strategy meets code.
Most e-commerce problems aren't technical. They're architectural — wrong decisions made early, compounding quietly. I come in to find where the system breaks down, and fix it properly.
Tell me what you're building or what's broken. We'll figure out if I'm the right person to help — no commitment required.
Book a free call Send an emailI started building for the web in 2004 — with a Boğaziçi University engineering background, a student newspaper, and a community platform that taught me more about people than technology ever did. Along the way I taught algorithmic thinking to children, translated open-source software into Turkish, and delivered earthquake awareness education to thousands of students. That range shapes how I think. When I sit down with a store owner or a development team, I bring pattern recognition from many different domains — not just a four years of Shopify expertise.
For store owners who want
to understand, not just delegate.
- Just getting started with Shopify and overwhelmed by the choices
- Already running a store but looking for an expert second opinion
- Working with an agency or developer and not sure if you're getting the right advice
- Wanting to understand your store well enough to ask better questions
- Not on Shopify yet — just need honest e-commerce direction
- Reading your store's performance data and knowing what actually matters
- Evaluating agency or developer proposals — what's reasonable, what's not
- Understanding your tech stack and where the real bottlenecks are
- Prioritizing what to fix, build, or drop
- Questions you've been afraid to ask your current team
- E-commerce fundamentals — platform choice, architecture, priorities
Your store gets traffic but not sales. Or sales but not retention. You're making decisions based on gut feel and agency reports that all say the same thing.
I work with founders and e-commerce teams to align their technical decisions with real business goals. That means asking the uncomfortable questions, challenging assumptions, and helping you invest where it actually moves the needle.
- Business goals and KPI alignment session
- Customer journey and UX review
- Data interpretation and insight extraction
- Technical roadmap aligned to growth priorities
- Ongoing advisory (retainer) option available
You've inherited a messy codebase, a slow store, or an agency relationship that isn't working. You need someone to tell you what's actually wrong.
I review your Shopify store's technical foundation — theme code, app stack, performance, accessibility, and conversion flow — and deliver a clear, prioritized action plan. No fluff, no upselling. Just an honest diagnosis and a path forward.
- Full theme and code quality review
- Performance and Core Web Vitals analysis
- App stack audit — what to keep, remove, or replace
- Conversion flow walkthrough
- Written report with prioritized recommendations
- 1-hour debrief call
Your store looks fine but converts poorly. Speed scores are low, mobile experience is rough, and every custom feature feels bolted on.
I build Shopify themes from the ground up or extend existing ones — with clean Liquid architecture, mobile-first thinking, and a relentless focus on performance. No bloated apps, no shortcuts. Code you can maintain and build on.
- Custom theme development or Dawn-based builds
- Mobile-first, accessible markup
- Core Web Vitals optimization
- Section/block architecture for merchant flexibility
- Code review and documentation handoff
You have a development team but no technical leadership. Deadlines slip, code quality varies wildly, and hiring feels like a gamble.
I step in as a fractional technical lead — establishing standards, mentoring developers, improving sprint workflows, and helping you hire the right people. I've built and scaled Shopify development teams; I know what good looks like and how to get there.
- Code standards and review process setup
- Developer mentoring (1:1 and group)
- Sprint planning and workflow optimization
- Technical interview support and candidate evaluation
- Documentation and onboarding frameworks
Emergency & Rush Engagements
Learn moreSometimes things can't wait. A store is down, a launch is tomorrow, or a decision needs to be made today. I keep capacity for exactly these moments.
I come in, do the work, and get out. No long onboarding, no unnecessary meetings. You get a focused, experienced person on your problem within 24 hours of briefing.
- Response within 2 hours during business hours
- Work starts within 24 hours of briefing
- Direct communication — no account managers
- Applies to all services: dev, audit, strategy, leadership
- Rush rate billed transparently on completion
From first contact
to first delivery.
30 minutes. You tell me what you're building or what's broken. I ask the uncomfortable questions. We figure out if there's a fit.
I send a clear written proposal — what we'll do, how long it takes, and what it costs. No surprises.
We align on goals, timelines, and communication rhythm. I get access to what I need and we start.
Work is delivered iteratively with regular check-ins. Full documentation and handoff at the end — nothing left in a black box.
For ongoing work, structured engagements are more effective than one-off projects. Starter is a single focused engagement — Growth is for teams that want consistent momentum.
Starter
For brands taking their first serious look at their Shopify setup.
- Technical audit (theme + performance)
- Written report with prioritized fixes
- 1-hour debrief call
- Implementation support
Growth
For brands ready to fix what's broken and build what's next.
- Everything in Starter
- Monthly strategy session (2h)
- Up to 20h development / month
- Performance monitoring
Common
questions.
Let’s figure out
what you actually need.
A 30-minute call is enough to understand your situation and see if there's a fit. No pitch, no pressure.