I didn't come to e-commerce through consulting. I came to it through operations, being accountable for online sales, teams, tools and results. That is probably what best explains the way I work today.
A background built from the inside
I started in Paris in 2015, helping organizations build and redesign their digital platforms. I quickly wanted to move to the other side of the table: to be accountable for sales, not just for recommendations.
For five years at Lancaster in Paris, I ran transactional websites across France, Europe and North America. Sales development, e-merchandising, collection integration through the PIM, full redesigns of the Lancaster and Sequoia sites, Sequoia’s migration from Magento to Shopify, managing technical vendors: that is where I learned to connect commercial performance with the quality of execution.
I then built the e-commerce department of Team 33 Accessoires in Bordeaux from scratch, as E-commerce Director. Everything had to be built at once: the site, the team, acquisition, CRM, logistics and performance management. One year after launch, online revenue had passed one million euros.
Since 2023 I have been based in Montreal, where I still run an e-commerce business day to day across several markets, spanning Canada, the United States, the United Kingdom and Europe. There I led, for the second time in my career, a complete migration from Magento to Shopify. That daily practice matters: the trade-offs I recommend to clients are ones I deal with myself, on very real stakes.
Each of these experiences taught me the same thing: an online store is never just a website. It is a set of commercial, technical and logistical decisions that have to work together. Some of these projects are presented on the Results page.
Why Magloff
I have often seen the same gap. On one side, businesses that know they could sell more without knowing exactly where to act. On the other, recommendations that stay in a document because nobody has the time or the skills to put them in place.
Magloff grew out of that observation. The idea is to bring together, in one person, the perspective of an e-commerce director and the execution capability needed to turn an analysis into concrete improvements. I can understand a conversion problem, modify the Shopify theme, restructure a Google Ads campaign or make the tracking reliable, without adding layers of intermediaries.
The brand carries my name, and that is a deliberate choice. When you work with Magloff, you work with me, from the first conversation to the final delivery.
How I work
I always start from the reality of the business rather than from a tool or an off-the-shelf solution. Before recommending anything, I try to understand where performance is actually being lost, why, and which action deserves to come first.
That standard sometimes has a cost, and I accept it. On a recent engagement, the business was about to launch Google Ads while several blockers were still holding back conversion, from product search all the way to the cart. Spending at that point would mostly have sent more visitors toward the same problems. So I recommended waiting and fixing the purchase journey first, even though it narrowed the immediate scope of my engagement.
Once the store was ready, I launched acquisition, and the sales came. The ad budget was finally working on a journey able to convert, instead of amplifying its weaknesses. That is the logic I stand by in every engagement: a recommendation is only worth something if it serves the growth of the business first.
This four-step method is described in detail on the page about my approach. It applies to all three offers, from the Shopify audit to custom projects.
I mainly work with Shopify brands that are already active in Quebec. They have sales, campaigns and a team, but their growth now calls for more precise decisions. I can also work with brands across Canada, from Toronto to the rest of Ontario.
What clients say
You structured far more than an e-commerce site, you helped us build a solid foundation for what comes next.
Client reviews are published on my Google profile and on Sortlist.
Get in touch
I answer every request personally, in French or in English. The simplest way is to book a 20-minute call to take stock of your store, or to write to me at hello@magloff.com. You can also follow my work on LinkedIn.
