Quietly fixing
complicated
technology.
Operator-led consultancy for scaling retail and eCommerce businesses — systems integration, automation, and operations design. Without the cost of a full-time CTO.
Most scaling businesses aren't short of tools.
They're short of design.
The processes keeping the business running were never planned — they just accumulated. That's how you end up with stock that doesn't agree, finance reconciled by hand, and no single source of truth. The problem isn't the software. It's that no one has ever owned how everything fits together.
Three ways to work together
Each one solves a different stage of the problem.
Architecture Clarity Sprint
A fixed-fee engagement to map how your systems actually fit together — Shopify, ops tools, data, team. Surface risks, define what needs to change, deliver a clear roadmap. Two to three weeks. One decisive output.
Ideal for businesses about to scale, re-platform, or make a big technology decision.
Shopify & Systems Integration
Architecture for how Shopify connects cleanly to the rest of the business — ops tools, fulfilment, stock logic, finance, reporting. Practical event flows and reconciliation logic, not theoretical diagrams.
For teams where the systems are fragmented and Shopify is the anchor.
The Operating Layer
Most operational processes were never designed — they just accumulated. Map them, identify what can be automated, and build clean workflows using the tools you already have: Airtable, Make, Zapier, Shopify Flow.
For businesses growing faster than their operations.
Not a consultant.
An operator.
I'm Alex — currently Head of Technology at a UK furniture retailer, owning the full stack: Shopify Plus, a custom ERP integration layer, data warehouse, cloud infrastructure, and a team of developers. Twenty years of building and fixing systems for digital and retail businesses. Undercover Genius exists because I kept seeing the same pattern: growing businesses struggle not because of bad tools, but because no one owns how everything fits together.
Twenty years. Still debugging.
Ready to fix it?
No pitch. No deck. Just a conversation about what's broken and whether I can help.