Software for independent e-commerce brands
You do not own the thing your business runs on. Every year the stack costs more and fits worse, and moving looks harder than staying. The platform takes a percentage. Each app takes its own monthly fee. And the one change you actually want is the one the theme will not allow.
Where it usually goes wrong
Rent on a checkout you cannot change
Platform fees scale with your revenue whether or not the platform did anything to earn it, and the checkout is the one page you are least allowed to touch. That is the page the whole business converts on.
A dozen apps doing one job each
Reviews, subscriptions, affiliates, support, analytics. Each is a subscription, a script tag and a slower page, and no two of them agree on what a customer is.
Nobody in the building can change anything
Every copy tweak becomes a ticket to an agency who bill by the hour and get to it next week. The people who know what needs to change are the people who cannot change it.
What that looks like in practice
- Custom e-commerce storefronts, built end to endPast a certain size, platform fees stop being rent and become a second salary. Own the storefront instead. Cart, checkout, recommendations, affiliates.custom software
- AI and automation for independent e-commerce brandsReturns triage, stock updates out of supplier email, support replies drafted from your own policy. The dull half of running a shop, handled.AI and automation
- Storefronts that convert for independent brandsA dozen apps means a dozen script tags running before your product image. Server rendered pages with the integrations written in. Usually beats a redesign.websites that convert
- Data and dashboards for e-commerce brandsMeta, GA4 and Shopify each report a different sales figure. Agree what a customer is, then build the pipeline, then get a number you can act on.data, modelling and reporting
- Systems integration for e-commerce brandsStock sits in Shopify, in Amazon, in the 3PL and in Xero, and the four disagree. One of them owns the number, the rest read it, and oversells get caught.making your systems talk
- Site speed for independent e-commerce brandsSearch Console grades groups of similar pages, on the phones of people who really visited. A slow template takes every page sharing it down with it.speed and performance
- Payments and billing for e-commerce brandsA paused plan, a dead card at renewal, one item of four refunded, and Klarna, Stripe and Xero all describe the same order differently.payments, billing and subscriptions
- Replatforming for independent e-commerce brandsOld product URLs live in newsletters, affiliate links, the search index and the insert printed inside the box. Each one has to land somewhere.replatforming and migrations
- Programmatic SEO for e-commerce brandsEvery colour and size is a URL waiting to exist, and a crawler has a budget. Which combinations somebody would type is where the writing starts.programmatic SEO
Here is one I have already built, Delta Xi. A mathematics apparel brand on a storefront I wrote from scratch.
Selected projects
Products I built and open-source projects I maintain. Open a project to see the work for yourself.
- 01
2025 →Delta Xi
E-commerce · Brand
A mathematics apparel brand on a storefront I wrote from scratch
I built the cart, checkout, product recommendations, affiliate programme and support desk, and run the infrastructure myself.
- Next.js
- React Server Components
- Stripe
- Auth.js
- Tailwind
- Umami
- Chatwoot
- Cloudflare
Founder · Engineer · Operator
- Custom checkout on Stripe + Klarna
- Server-rendered recommendation engine
- Self-hosted analytics and live chat
- 50+ STEM explainers driving organic search
- 022026
Dr Flavia Pretti Aslanian
Healthcare · Practice site
A bilingual dermatology website for a practice in Harley Street and Wimbledon
A new landing page guides patients to medical, aesthetic and surgical care. The practice edits its own content, and staff have a password-protected dictation tool in the same app.
- Next.js
- Sanity CMS
- Tailwind v4
- Radix
- Motion
- ISR
- Railway
- Cloudflare
Design · Build · Deploy
- 84 published English and Portuguese routes
- 72 treatment pages with clinic-editable content
- Custom before/after comparison UI
- Internal clinician dictation tool
- 03
2026Continuum
Web3 · DeFi protocol
A Solana DeFi protocol for 24/7 synthetic exposure to real-world assets
Deposit USDC, mint matched long and short tokens at NAV, sell the leg you don't want. A constant-product invariant keeps the pair redeemable back to the deposit.
- Rust
- Anchor
- Solana
- TypeScript
- Pyth
- Next.js
- Bun
- Railway
Pre-mainnet. Devnet markets, audits pending.
Protocol · Frontend · Infra
- 5 Solana smart contracts in Rust
- 8 synthetic markets on devnet
- 4-state oracle risk machine
- Volatility-scaled fee curve
See 3 more projects
- 042026
Dray
AI tools · Product website
A product website for keeping project context across AI agents
An editorial landing page introduces shared project context, shows illustrative agent workflows and explains setup and privacy ahead of beta.
Beta coming soon. The public demos illustrate the workflow; they are not live agent connections.
Design · Build
- Interactive agent-linking illustration
- Project-context walkthrough
- Setup and privacy guidance
- 05
2026Tallylamp
Open source · Browser infrastructure
A browser for AI agents that you can watch and take over
I built the browser service, dashboard, MCP server and public website. Agents use Chrome on your server while you watch the same browser live. Take control to sign in, then hand it back; saved profiles carry between sessions.
- TypeScript
- Next.js
- Chrome
- MCP
- SQLite
- Docker
- Railway
Public site at tallylamp.dev. The browser service and dashboard are self-hosted.
Creator · Engineer · Maintainer
- Live viewing and explicit human handoff
- Separate agent permissions and reusable profiles
- MIT licensed, with a Railway deploy template
- 06
2025 →CarClout
SaaS · AI content engine
A subscription app that turns a phone photo of a car into something worth posting
Upload a photo, pick a template, get the edit back a moment later. Thirteen AI models sit behind a metered credit ledger, next to a layer editor, a post scheduler and a live chat room.
- Next.js
- SurrealDB
- Auth.js
- Stripe
- fal.ai
- Cloudflare R2
- Stream.io
- Railway
Engineering · Infra · SEO
- 724 generated landing pages, all live
- 128 API routes behind one app
- 13 AI models on a metered credit ledger
- Instagram posting, scheduling and analytics
One runs on the client's own domain and one is internal to theirs, so there is nothing here of mine to show you.
- ClientJooyontechAI sales assistant, Korean and English
- ClientPHFWeb, AI and automation · private medical practices, UK
Not everything is public. A fair amount of the work sits in private repositories I cannot hand you a link to. Ask, and I will walk you through it.
Ask to see more