Skills / 03
From a blank database to $750K annual revenue across 150 dealer accounts. Shopify storefronts, custom B2B ordering platforms and inventory systems that actually scale.
Built from scratch. Owned end to end. No agency. No shortcuts.
The Approach
Most e-commerce projects start with a platform choice. I start with the workflow. What does the customer actually need to do? What does the business need to track? Where does it break down? The platform comes after those questions are answered.
That is why the systems I build tend to last. They are not retrofitted to a template. They are designed around the specific friction points of the operation they serve.
The Scale
Performance Cycle Wholesale ran as a B2B wholesale business alongside the Auckland Harley-Davidson retail operation. I built both from the ground up. The B2B platform handled dealer logins, product catalogues, cart and checkout, pick-and-pack workflows and order history. The retail side ran on Shopify with custom CSV imports, tag-based categorisation and stock sync.
Running both simultaneously meant understanding the difference between a dealer who orders in bulk on account terms and a retail customer browsing on a phone. The systems had to serve both without overlap or confusion.
Key Projects
The problem: no scalable way to sell to 150 dealers
A fully custom dealer ordering platform built in PHP and MySQL. Dealer logins with individual account management, a product catalogue pulling from the live parts database, cart and checkout with account terms, order history and a pick-and-pack fulfilment workflow for warehouse staff. Built from nothing. Grew to $750K annual revenue. Eliminated $160K in annual staffing costs through automation.
The problem: 40,000 products that needed to be on Shopify without manual entry
Custom CSV generation scripts that pulled from the parts database and pushed correctly formatted product listings to Shopify. Tag-based categorisation, fitment data, image linking and pricing rules all handled automatically. Bulk inventory management that kept stock levels in sync between the warehouse system and the live storefront.
What I Do
Product catalogue management, custom CSV imports, tag strategy, collection structure and bulk operations. Experience managing 40,000+ products with automated stock sync and pricing rules.
Custom dealer ordering systems with login management, product catalogues, cart and checkout, account terms and order history. Built for wholesale operations where a standard Shopify setup does not fit.
Stock level tracking, supplier mapping, bulk import workflows and automated sync between warehouse systems and storefronts. Experience with large catalogues where manual management is not viable.
Cleaning, formatting and structuring product data at scale. Fitment records, cross-references, descriptions, images and categorisation. The unglamorous work that makes search and browsing actually function.
Standard and custom checkout flows. Account terms for B2B. Stripe integration planning for SaaS products. Understanding of how payment flow affects conversion and where the drop-off points are.
Custom search engines built on top of product databases. Fitment-based filtering, cross-reference lookup and part number search. Making large catalogues navigable is a UX and database problem simultaneously.
Real Outcomes
Performance Cycle Wholesale built from zero to $750K annual B2B revenue across 150 active dealer accounts. Every element of the platform built in-house.
Automation of the dealer ordering and fulfilment workflow removed the need for dedicated order-taking staff. The platform handled what people used to do manually.
Custom CSV generation pushed the full parts catalogue to Shopify without manual entry. Tag categorisation, fitment data and pricing all handled programmatically.
The B2B platform served 150 dealers across New Zealand with individual logins, account terms and order history. Scaled without adding headcount.
Online revenue at Auckland Harley-Davidson increased by a measurable $1.25M annually for six consecutive years, with e-commerce forming a core part of that growth.
Custom TradeMe listing system for used bike and parts sales. Model and type mapping, bulk uploads and listing management built into the internal dealer system.
Tools and Platforms