Tudor Panturu
ENES

Tudor Panturu / eCommerce technical manager and solutions architect / Barcelona / Empowered by AI eCommerce that moves the company’s numbers.

I have spent 20+ years on the ecommerce work that is hard to get right: replatforming, multi-country rollouts and ERP integration. On Adobe Commerce and Shopify Plus, wired into SAP and Salesforce.

Selected work

  • 500K+ SKUs moved from Adobe Commerce to Shopify Plus
  • 15 countries on one platform, with 2 to 4 added each quarter
  • +10% sales from one product recommendations project
  • −25% time and budget against the estimate, on that same project
  • <6 months to implement and launch the first version of a 15-country platform
  • 100+ stakeholders worked with on one multi-country programme
  • 300+ projects for companies in the US, Canada and Europe
  • 20+ years in digital commerce, since founding an agency in 2003

01 / Selected work

A startup mentality, applied to enterprise-heavy environments.

If one of these is on your desk, I have done it before.

“The store works. It should sell more.”

Product recommendations for a B2B distributor: sales up 10%, delivered in 25% less time and budget than estimated.

Sales
Before After +10%
Time and budget
Planned Actual −25%

One of Spain’s largest distribution companies

“Our customers still order through sales reps.”

A 13-year B2B2C transformation: an online product customizer and a dealer portal, adopted by the sales reps and dealers.

Business analystTechnical adviserProject managerProduct owner
2010 13 years, one client 2023

50-year-old Canadian manufacturer of custom team sportswear

“The product is unstable and the team is three people.”

A hospitality SaaS taken from an unstable alpha to stable in under 3 months, then two more booking channels and three payment gateways.

Unstable alpha Stable in under 3 months +2 channels, +3 gateways

Hospitality SaaS start-up for small independent properties

Company names are withheld for confidentiality. Each company is described by its profile instead.

All 7 success cases

02 / Why it works

I wear many hats. With confidence, and with style.

Agency, consultancy and client side. Each hat makes the other two better.

How to shipHow to scaleWhat matters

Three hats. One head.

Hat 01 The builder
Hat 02 The integrator
Hat 03 The inside operator

Usually three different teams

Here, one person: one head, one pair of hands and a swarm of AI agents.

  1. Hat 01 / Agency side

    The builder

    Co-founded a digital commerce agency in 2003 and ran it for 20 years, from a four-student freelance team to an outsourcing partner for companies in the US, Canada and Europe.

    How to shipWhat a small team can really deliver, and how fast.

  2. Hat 02 / Consultancy side

    The integrator

    Technical manager for ecommerce at a top-10 global IT services group, leading enterprise commerce programmes.

    How to scaleHow to run it across countries, systems and stakeholders.

  3. Hat 03 / Client side

    The inside operator

    Digital and IT transformation inside a global manufacturing group.

    What mattersWhat the business will actually use and pay for.

Some companies now call this a forward deployed engineer (FDE).

Read the FDE note

80/20

Effort 20% Result 80%

The 80/20 rule, applied to every programme

First, ship the part that moves the needle. Then harden the rest.

03 / Soft skills

The soft skills are the hard part.

Platforms get replaced. These are what make a programme land.

  1. 01

    Translating

    Between the boardroom and the engineering team. On one programme that meant 100+ stakeholders.

  2. 02

    Making the case

    Persuaded senior stakeholders to back a contrarian platform choice: Shopify Plus for a catalogue of 500,000+ SKUs.

  3. 03

    Making clients happy

    Two client relationships lasted 13 and 15 years. The most important clients stayed for more than ten.

  4. 04

    Leading change

    Led the change management for a sales team moving to online ordering. They adopted it.

  5. 05

    Leading teams

    Teams of 2 to 10 for two decades. Most recently, 15+ consultants from 3 different companies on one platform.

  6. 06

    Negotiating

    Negotiated cloud hosting contracts on a client’s behalf, and judged which projects were worth taking.

  7. 07

    Owning the outcome

    Took over an ecommerce setup 10 years in the making at a manufacturing group more than 100 years old: MDM, PIM, SAP S/4HANA, Adobe Commerce, Shopify, WMS and 7 currencies. Updated the platform, added a shipping broker, bridged the silos and rolled out 20 more countries in under 6 months with a team of 5. Drew the flow diagrams and updated what little documentation existed, in a dashboard that stays current. Made possible by AI and an open-minded, helpful team.

How these habits work in practice is written up in the field notes.

Field notes

04 / Tools and concepts

Every platform, integration and method, in one list.

Commerce platforms
Adobe Commerce, Magento Open Source, Shopify Plus, WooCommerce, PrestaShop, OpenCart, X-Cart, osCommerce, xt:Commerce
ERP, CRM and integrations
SAP S/4HANA, legacy SAP ERP, Salesforce, Odoo (OpenERP), Stripe, Algolia, Adobe Sensei, eBay and Amazon marketplaces, booking channels, payment gateways
Commerce concepts
B2B, B2C, B2B2C, multi-country, multi-language, multi-currency, subscriptions, product recommendations, replatforming, catalogue migration, channel management, multi-tenant SaaS
AI-assisted delivery
Claude, Claude Code, ChatGPT, Cursor, Lovable, MCP servers and connectors, custom MCP servers, LLM-built API connectors, Figma to HTML, presentation generators, AI-built Playwright tests, AI-assisted Shopify development
Integration concepts
REST, GraphQL, webhooks, idempotency, ETL, middleware, rate limiting
Languages and frameworks
PHP, JavaScript, TypeScript, Node.js, Python, SQL, HTML, CSS, Symfony, jQuery, Knockout.js
Data
MySQL, PostgreSQL, Redis, MongoDB, DynamoDB, Memcached
Cloud and delivery
AWS, Azure, Google Cloud, Cloudflare, Rackspace, Heroku, Docker, Kubernetes, Linux, NGINX, Apache, Varnish, Git, Jenkins, Capistrano, CI/CD
Testing
Playwright, Selenium, PhantomJS, Cucumber, PHPUnit
Content systems
WordPress, Drupal, Joomla, TYPO3, Liferay, Adobe Experience Manager
Analytics and marketing
Google Analytics, Google Tag Manager, Google Ads, Adobe Analytics, Marketo, Hotjar, Mailchimp, SEO, SEM, PPC, affiliate tracking
Delivery methods
Agile, Scrum, Kanban, Lean, Waterfall, SDLC, product ownership, stakeholder management, change management, risk management, budgeting, the 80/20 rule
Planning tools
Jira, Confluence, Azure DevOps, Bitbucket, Trello, Asana, Basecamp, MS Project, Smartsheet, Axure, InVision