Guy Shepherd
Shopify E-commerce Operator | Technical & Operational
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Launching Seat Armour: $86K in Online Revenue
I helped launch and grow a premium Seat Armour fabric product within the 4x4 e-commerce business. I managed the product through the e-commerce operation, including creating new product variants, product setup, merchandising, website presentation and ongoing optimisation.
Over 24 months, the product generated approximately $86K in online sales, representing 9.1% of category revenue. The product achieved 39% year-on-year growth during the period.
The launch demonstrated how product positioning, merchandising and ongoing e-commerce optimisation could turn a new product into a meaningful contributor to online revenue.
Outcome: $86K in online revenue over 24 months, reaching 9.1% of category revenue and achieving 39% YoY growth.
Skills: E-commerce Management · Shopify · Merchandising · Product Launch · Conversion Optimisation
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Shopify 2.0 Migration & E-commerce Rebuild
The business was operating across a split WordPress/Shopify setup, creating a fragmented e-commerce experience and limiting the platform's ability to evolve.
I identified the opportunity to consolidate the sites and led the migration and rebuild on Shopify 2.0. I completed the implementation myself, including the store structure, catalogue organisation, collections, navigation and Shopify architecture.
An SEO agency had recommended consolidating the sites during an initial strategy and keyword session, but the Shopify migration and rebuild were completed by me before the broader SEO engagement commenced.
Outcome: A unified Shopify 2.0 store with a more consistent customer experience, stronger foundations for SEO and a simpler platform for ongoing e-commerce management and optimisation.
Skills: Shopify 2.0 · Shopify Migration · E-commerce Architecture · Catalogue Management · Site Optimisation
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Shopify Vehicle Fitment & Catalogue Architecture
I reworked the vehicle fitment architecture for a 4x4 Shopify store after the existing tag-based approach became restrictive as the catalogue grew.
The original vehicle selector and tag-based structure were already in place. I rebuilt the fitment approach using Shopify Metafields, Liquid and Shopify theme logic, moving the fitment data into a more scalable structure.
I also implemented the updated vehicle-selection and product-selection experience across the store, and used the structured fitment data on product pages to display compatibility information in a clear, customer-facing format.
I completed the implementation myself, using Shopify Sidekick as an assistive tool during the process.
Outcome: A more scalable way to manage vehicle fitment across a growing catalogue without relying on the original tag-based structure.
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Growing Online Revenue from ~$179k to ~$500k
Over six years working in a 4x4 retail business, I worked across the e-commerce operation including Shopify, catalogue management, merchandising, site optimisation and day-to-day e-commerce execution.
During that time, online revenue grew from approximately $179k to $500k annually.
My role combined commercial e-commerce operations with hands-on Shopify work — rather than being purely technical or development-focused.
Skills: Shopify · E-commerce Operations · Merchandising · Catalogue Management · Site Optimisation
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