The outsourced
in‑house
eCommerce department.

Operator-led eCommerce Support & Marketing.

Claim your free audit See what we do
  • 30–40%more profitable on average post-switch
  • $1B+in online sales driven
  • 500+launches & replatforms

Operators behind brands like

Bloomingdale's FAO Schwarz Hunter Boots Nine West Bliss Nestlé Hearst Warner Bros

Why Brand X

Three things that make us not‑an‑agency.

Most retailers don’t need another vendor. They need an eCom team. We’re built to be one.

01

Whole department or surgical gap-fill.

Some clients hand us their entire eCom function — we live in your Slack, sit on your standups, and run your weekly business reviews exactly like an in-house team would. Others bring us in to plug a specific gap: a paid media seat, an email production line, a CRO program, a merchandising lead. Same senior people, scoped to whatever’s actually missing.

  • Embedded in your Slack, calendars and standups
  • Scale up, down or sideways without re-hiring
  • One contract — no procurement gauntlet per role
02

Headed by people who’ve sat in your seat — for 20+ years.

Every engagement is led by a principal who has personally owned the eCommerce P&L inside major brands — Bloomingdale’s, FAO Schwarz, Hunter Boots, Bliss, Nine West, Nestlé, Hearst and more. They know the calendar, the trade-offs and the weight of a missed forecast because they’ve carried it themselves.

  • Operator-led, not account-manager-led
  • Strategy that survives a real P&L review
  • No relay between sales, AM and execution
03

Profit, customers and brand — plus the brass tacks.

We grade ourselves on profitability, new-customer acquisition and brand health — not just channel-reported ROAS. And we still do the unglamorous, results-driving work most agencies skip: planning, allocation, merchandising calendars, promo architecture. The outcome: clients are typically 30–40% more profitable after switching to Brand X.

  • One P&L view across marketing, CRO and ops
  • Planning, allocation & merchandising rigor
  • 30–40% average profit lift post-switch

What we do

Everything an in-house eCom department does — done by people who’ve done it.

Brand X Commerce — every surface of an eCommerce business in one view: storefront on phone, live revenue dashboard, Loyalest loyalty card, Klaviyo email, ShopGap AI citation badge, and the embedded Brand X team avatars.
Storefront, paid media, lifecycle, loyalty, CRO, AI discovery — one team in your Slack.
01

Web & Shopify Development

Shopify Plus builds, replatforms, theme engineering, headless front-ends and the unglamorous day-to-day site support most agencies hate. We’re Shopify and Klaviyo partners with a put-points-on-the-board approach — bugs fixed in days, not sprints.

  • Shopify Plus development & replatforms
  • Theme customization & performance tuning
  • Third-party app evaluation & integration
  • Day-to-day merchandising & site support
02

Growth Marketing

Paid media that gets graded on incremental, profitable revenue — not platform fairy tales. We run Meta, Google, TikTok and emerging AI-surface placements with a single P&L view across channels, creative testing pipelines and rigorous post-purchase attribution.

  • Paid social, search & AI-surface acquisition
  • Creative testing & landing page pairing
  • Lifecycle email & SMS (Klaviyo, Attentive)
  • Incrementality & MMM-lite measurement
04

eCommerce Strategy

Quarterly planning, channel mix, pricing & promo architecture, merchandising calendars, tech stack rationalization. The thinking work most operators never get time for — done by people who’ve owned the P&L themselves.

  • Annual & quarterly growth roadmaps
  • Tech stack & vendor consolidation
  • Pricing, promo & merchandising architecture
  • Replatform, expansion & M&A diligence

Built in-house. Free for clients.

Three proprietary tools your competitors can’t buy.

We built the things we wished existed when we ran in-house eCom teams. Every Brand X client gets all three at no extra cost — they’re part of the retainer, not an upsell.

AbeCRO

Abe CRO

Theme & template A/B testing for Shopify

Most CRO tools test a button. Abe tests entire themes and templates against each other — with statistical rigor, segment-aware targeting and one-click rollback. The team can ship a real test in an afternoon, not a sprint.

  • Full-template & theme-level experiments
  • Server-side rendering — no flicker, no SEO penalty
  • Profit-aware significance testing, not just CR
  • Free for every Brand X retainer client
Loyalest

Loyalest

Retail loyalty customers actually use

Industry research consistently puts active loyalty engagement at 3–5% of enrolled members (Antavo, Bond, Forrester). Loyalest averages roughly 20% — about 4× the category norm — because it’s designed by retail operators, not gamification consultants.

  • ~20% active engagement vs. 3–5% industry average
  • Built for repeat-purchase retail, not SaaS or fintech
  • Native Shopify install & Klaviyo integration
  • Free for every Brand X retainer client
ShopGap AI

ShopGap AI

Get your Shopify store ready for AI discovery

When a shopper asks ChatGPT for “the best running shoe under $150,” your store either gets cited or it doesn’t. ShopGap audits your catalog, schema and content against how LLMs actually parse stores — then closes the gaps.

  • LLM-legible PDP & collection restructuring
  • Citation tracking across ChatGPT, Perplexity, AI Overviews
  • Schema, feeds & entity graph optimization
  • Free for every Brand X retainer client
30–40%more profitable on average after switching to Brand X
$1B+in online sales driven for our clients
500+store launches and replatforms
~20%active loyalty engagement via Loyalest

Case studies

Proof, not promises.

A selection of recent client engagements. Full write-ups coming soon — ask us for the deck in the meantime.

Footwear · Shopify Plus replatform

Cut CAC by 41% while doubling new-customer revenue

Replatformed from a custom stack to Shopify Plus, rebuilt the paid media account structure, and shipped 14 Abe CRO tests in the first 90 days.

Full case study coming soon →

Beauty · Loyalty & lifecycle

Loyalty engagement from 4% → 22% in two quarters

Replaced a legacy points app with Loyalest, redesigned the tier structure around replenishment behavior, and rebuilt the Klaviyo lifecycle around it.

Full case study coming soon →

Apparel · CRO & theme testing

+18% sitewide conversion from a single theme test

Used Abe CRO to test the legacy theme against a from-scratch rebuild on real traffic — shipped the winner in week three with zero SEO impact.

Full case study coming soon →

Home goods · AI discovery

4× growth in ChatGPT & Perplexity citations

Audited the catalog with ShopGap AI, restructured PDPs and collections for LLM legibility, and tracked citation lift across the major answer engines.

Full case study coming soon →

What clients say

Operators who’ve worked with us.

“Brand X helped us vet our pre-launch campaigns, ready our flows and provided invaluable strategic advice as we prepared to launch. Without them we would have wasted tens of thousands. Highly recommend.”
Ronald DodCEO, WOA Shoes
“Dan and Lee were unbelievable. Their team came in and helped us set up our entire eCommerce business from scratch. I don’t know where we’d be without them.”
Jake BatesCEO, PC Playground

Who we are

Senior operators. No relay race.

Brand X Commerce was started by people who’ve been the eCom hire — not just sold to them. Every engagement is led by principals with two decades of in-seat experience at brands like Bloomingdale’s, FAO Schwarz, Nine West, Hunter Boots, Bliss, Nestlé, Motorola, Hearst and Warner Bros.

That means strategy that survives a P&L review, dev work that ships, and marketing that gets graded on profit.

Lee Bissonnette

CEO

Veteran head of eCommerce for retailers including Bloomingdales.com, FAO Schwarz, Nine West, Hunter Boots and Bliss. Brings a hands-on operator’s POV to development and marketing.

Dan Goodfriend

CTO

Founder/CTO of award-winning agency MediaSpa. Technical architect of 500+ eCommerce sites for brands including Nestlé, Motorola, Hearst and Warner Bros.

Ready when you are

Claim your free eCommerce audit.

A senior Brand X principal will personally review your storefront, paid media accounts, lifecycle program and analytics setup — then send back a written teardown with the highest-leverage opportunities. No deck, no junior account exec, no obligation.

  • Storefront & checkout teardown
  • Paid media account audit (Meta, Google, more)
  • Email/SMS & loyalty review
  • AI-surface discoverability check via ShopGap AI

Tell us about your store

We’ll get back within one business day. No spam, no sequences.