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Shopify & ecommerce agency · Yorkshire

Ecommerce growth, delivered.

I help established ecommerce brands improve their Shopify store, conversion and customer retention, combining experienced ecommerce thinking with practical delivery.

Talk about your ecommerce See what I do
  • Shopify
  • CRO
  • CRM & retention
  • Ecommerce optimisation
  1. Can a shopper see delivery cost before the basket?
  2. Do reviews sit next to the price, where the decision is made?
  3. Is the size guide one tap away on a phone?
  4. Does add to basket stay in reach as the page scrolls?
Illustration: four questions from a product page review. Not a client store.

Your ecommerce backlog isn’t getting any shorter.

There are always things that could improve: landing pages, conversion, merchandising, email flows, site changes, reporting and testing.

The challenge is finding the time, expertise and resource to decide what matters and actually make it happen. Blueprint Yorkshire gives ecommerce teams an experienced external partner for both prioritisation and delivery.

Backlog 6 open
  • Landing page for the spring launch No owner
  • Mobile collection filters Waiting on dev
  • Post-purchase email flow Parked
  • Bundle offer test Needs data
  • GA4 purchase tracking gaps Not started
  • Merchandise the bestsellers collection Parked
Illustrative. A typical ecommerce backlog.

Strategy is useful. Getting the work done matters too.

  1. Ecommerce Optimisation

    Keep improving the parts of ecommerce that matter.

    I find the opportunities most likely to improve performance, put them in order and deliver the work: conversion, UX, trading, merchandising, analytics and the customer journey.

    • CRO and UX
    • Trading and merchandising
    • Landing pages
    • Testing
    • AOV
    • Analytics and reporting

  2. Shopify

    Shopify work with ecommerce thinking behind it.

    From targeted store improvements and landing pages to redesigns, migrations and larger projects. Every change has a commercial reason behind it.

    • Shopify and Shopify Plus
    • Theme improvements
    • Redesigns and builds
    • Migrations
    • Subscriptions

  3. CRM & Retention

    Make more of the customers you already have.

    Better lifecycle journeys, automation, segmentation and repeat purchase, with retention measured against revenue rather than open rates.

    • Klaviyo
    • Lifecycle flows
    • Segmentation
    • Replenishment
    • Win-back
    • CLV

Ecommerce operator first. Agency second.

Blueprint Yorkshire was built from experience inside ecommerce businesses, where I managed the work agencies are usually hired to do.

That changes how I approach it. I start with what is commercially important, then do the work needed to make it happen. The result is less disconnected agency activity and more useful ecommerce progress.

Things I have owned inside ecommerce businesses

  • Trading calendars
  • Agencies
  • Acquisition
  • CRM
  • CRO
  • Platforms
  • Teams
  • P&Ls

The work behind it.

Blueprint Yorkshire client work will be published with each client’s permission. Until then, this is the ecommerce work I did in-house, labelled as exactly that.

Previous in-house role, not client work

inov-8

Ecommerce Trading Manager, 2018 to 2023

first net trading month, Black Friday
£1m
countries opened through Global-e
56

What I did

  • Led the Black Friday trading plan that produced the company’s first £1m net trading month.
  • Ran ecommerce activity for the most successful product launch in the company’s history.

Previous in-house role, not client work

Naturewall

Head of Ecommerce, 2023 to 2025

people in an ecommerce team built from scratch
8

What I did

  • Built and led an eight-person ecommerce team from scratch.
  • Owned the full ecommerce P&L and set the digital strategy and website roadmap.

See the work in full →

When the team needs more capacity, and more ecommerce thinking.

  • Shopify needs continual improvement, not another redesign every three years.
  • Conversion has stalled despite healthy traffic.
  • CRM exists but is not doing enough to drive repeat purchase.
  • Your ecommerce team has more opportunities than capacity.
  • A significant Shopify project needs experienced commercial input.
  • You need specialist delivery without building a larger permanent team.
Jason Millward, founder of Blueprint Yorkshire

Led by an ecommerce operator. Built to deliver.

Blueprint Yorkshire was founded by Jason Millward, an ecommerce operator whose career runs from web design and front-end development through digital strategy and ecommerce trading to senior ecommerce leadership.

When you work with Blueprint Yorkshire, you work with me: the commercial thinking, the prioritisation and the delivery. There is no account manager between you and the person doing the work.

About Blueprint Yorkshire →

Built in Yorkshire. Useful everywhere.

Blueprint Yorkshire is based in Skipton and works with ecommerce businesses across the UK. Local relationships matter to me, but geography does not limit the work.

What’s slowing ecommerce down?

Tell me what you’re trying to improve, what is getting in the way and where you need extra capability. I’ll tell you whether Blueprint Yorkshire is a sensible fit and how I’d approach it.

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