Expertise
The full commerce stack, led end to end
I have built and led products at every layer of commerce: the factory floor, the purchase order, the ledger, the warehouse, the storefront, the store and the delivered parcel. Across more than 1,000 brands, marketplaces and partners, and more than 500 channels and integrations, one lesson holds. Systems rarely fail on their own. They fail when two of them disagree and nobody decided in advance which one wins.
The stack
Seventeen systems, one operating standard
| System | What it decides | What breaks when it is wrong | What I have built and led |
|---|---|---|---|
| Manufacturing and job work | How lots move from raw material to finished goods | Material nobody can trace and lots that never close | Manufacturing execution design for lot-based apparel production |
| Procurement and sourcing | What to buy, from whom, at what price and when | Stock-outs, overstock and supplier disputes | Procurement and sourcing platforms, from requisition to purchase order and receipt |
| ERP | How the books record money, purchasing and stock | Books that disagree with operations | ERP direction, and a jewellery ERP I built myself |
| Product information | What a product is, on every channel | Rejected listings and returns from wrong descriptions | AI product information management and catalogue enrichment |
| Order management | Where, when and from which stock each order ships | Orders promised from stock that is already gone | OMS products at more than 1M transactions a day |
| Warehouse management | How units move from dock to door | Picks that do not match what the order system believes | Warehouse management for B2C, B2B and quick commerce |
| Transport and logistics | Which carrier, which route and at what rate | Missed delivery promises and courier bills nobody can check | Transport and logistics management across global and regional carriers |
| Marketplace management | How listings, orders, stock and settlements flow to each channel | Cancellations, stock-outs and disputed settlements | Marketplace management platforms, including a salon marketplace, across 500+ integrations |
| Seller platforms | How sellers and brands list, sell and get paid | Slow onboarding and orders no one owns | A seller platform for one of India's leading beauty and fashion marketplaces, with partner and aggregator integrations |
| Storefronts and mobile apps | What the shopper sees and buys on web, Android and iOS | Prices and stock that differ from the store | Web storefronts and Android and iOS commerce apps |
| Point of sale and store technology | How stores sell, exchange and return | Store and online stock drifting apart | Cloud point of sale, endless aisle, ship from store and AR virtual try-on |
| B2B commerce | Who can buy what, at which price and on which terms | Contract prices leaking and credit limits breaking | B2B platforms for cash-and-carry, distribution and fashion B2B |
| Quick commerce supply | How brands fulfil purchase orders from dark-store platforms | Short supply, rejected deliveries and unreconciled invoices | Supply integration for platforms such as Swiggy Instamart |
| Payments and reconciliation | Whether every order is matched to the money behind it | Leakage, missing payouts and unexplained deductions | A multi-pass payment reconciliation engine I built myself |
| Returns and exchanges | How products come back and how money goes out | Double refunds and exchanges shipped before the return arrives | Returns and exchange apps for Shopify and Adobe Commerce |
| Loyalty | How the business recognises and rewards customers | Points that finance cannot reconcile | An enterprise loyalty platform |
| Analytics | How the business sees itself | Numbers that change from one dashboard to the next | Analytics systems across orders, stock, channels and money |
Applied AI
AI built into the commerce chain
I do not treat AI as a feature to bolt on. I put it where commerce makes or loses money, and I hold it to the same standard as the systems around it: measured on completed work, checked against the source and owned in production.
Catalogue
Enrichment at production grade: taxonomies, attribute schemas, bilingual English and Arabic content and quality control pipelines that make every listing marketplace-ready.
Payments
AI-assisted contextual matching for the transactions that bank references and amounts cannot settle, so leakage is found before the month closes.
Store
AI skin analysis and AR virtual try-on that turn a shelf into a consultation, backed by a documented science and methodology.
Intelligence
A composable weekly intelligence layer that reads across an entire commerce suite from one unified data lake.
Strategy
AI-run competitive teardowns, gap analyses and market maps, checked claim by claim against primary sources.
Delivery
Agent-built prototypes on the buyer's own data before anyone signs, and agent-built products in production after.
Sectors
Every sector of retail, one discipline
The same chain runs through every sector. What changes is the unit of stock, the shape of the price and the rules of the trade.
- Fashion and apparel
- Footwear
- Accessories and bags
- Eyewear
- Watches
- Jewellery and diamonds
- Luxury
- Beauty, cosmetics and personal care
- Salons and wellness
- Electronics and appliances
- Cameras and imaging
- Consumer goods
- FMCG
- Grocery and hypermarkets
- Food and beverage
- Restaurants and food delivery
- Pharmacy and healthcare
- Home, furniture and furnishings
- Home improvement and hardware
- Automotive and auto parts
- Metal products and industrial goods
- Books and stationery
- Toys, baby and kids
- Sports and outdoor
Banking, fintech and credit
Fluent in the money behind every order
I know the money side of commerce end to end, and how each piece plugs into consumer and business products.
Banking and settlement. Bank and gateway settlements, reference-based matching and the reconciliation that closes the books.
Credit management. Credit limits, terms and exposure for B2B buyers, and the controls that stop a limit from breaking at checkout.
Payments. Gateways, wallets, cards, UPI, buy now pay later and cash on delivery, from authorisation to remittance.
Marketplace finance. Commissions, fees, taxes and payouts, including India's TCS and TDS rules for marketplace sellers.
Markets
Delivered across seven markets
- India
- Middle East
- South East Asia
- Hong Kong
- South Africa
- United States
- United Kingdom
Capabilities
Beyond the stack
Enterprise pre-sales
System study, fit table, prototype. An 80 per cent conversion rate across more than ten multinational brands.
AI at every stage
From verifying a single answer to shaping how a whole organisation works with AI. I work at all ten stages.
Product leadership
One roadmap across several business owners, carried through engineering, design, business, marketing, finance and legal.
People leadership
More than 100 people led, directly and through the leaders who report to me. One outcome per team, and leads who grow leaders of their own.
Escalation ownership
The hardest customer escalations stop with me, and each one closes with a fix to the product as well as to the account.
Builder and programmer
More than 20 products designed and delivered end to end with engineering teams, and the most recent built myself with AI agents.
Work with me
Let's build what comes next.
I work with operators, product leaders and founders on commerce platforms, marketplaces and building with AI. A short conversation is the fastest way to find out whether I can help.