Each site below is a real build I designed, shipped, and in most cases still maintain. Below those, the custom plugins and back-end systems that do the heavy lifting.
Rebuilt a skincare brand's online store from the ground up — storefront, checkout, email, analytics, and the full marketing stack.
Brand identity and website built from zero, deployed on the client's own server, with the print and production pipeline behind it.
A business banking and spend app for startup finance teams, designed end to end: user flows, wireframes, a light and dark design system, and a clickable prototype. Self-initiated fintech concept.
A SaaS concept for teams running AI agents in production: a developer-grade marketing site and a 16-screen product UI with dashboards, trace explorer, evals and guardrails. Self-initiated concept.
A boating marketplace where owners list and buyers browse — categorised listings, faceted search, seller accounts, and an editorial feed, built on WordPress.
A real-estate portal for the Cyprus market — buy and rent listings with advanced filters for type, status, and price range, agent submissions, and property detail pages, built on WordPress.
An online cannabis store on WooCommerce — a large catalogue organised by category, strain, and flavour, with bulk-order pricing and a full checkout.
Built from scratch — mostly on WordPress and WooCommerce for a large online marketplace, plus recent platform infrastructure. Each one is production code I authored and shipped.
One messaging layer over two providers (OpenPhone/Quo and Twilio) with a shared send API that five other plugins call — OTPs, order and payout alerts, availability checks. Two-way: inbound replies are matched back to the right order. The provider's webhook signature scheme wasn't documented, so I reverse-engineered the HMAC verification.
Moved a ~31 GB media library off a metered image CDN onto Cloudflare R2 — a database-wide scan that finds every asset URL across every table and column, uploads each once (idempotent, content-hashed keys), then rewrites the references. Cleared ~19 GB of dead assets first and audited ~4,000 orphans. No downtime.
AI reads a new listing and assigns the right category, which then drives the pickup and transaction-fee ladders — with a curated-override table that always wins and duplicate-category prevention on the taxonomy. Backfilled every existing category in one CLI run.
On a negotiated-price marketplace, a percentage coupon could quietly discount below a seller's floor — including the baked-in delivery cost. I audited the whole coupon estate, converted the unsafe ones, and added a redemption-time guard that caps every discount at the live headroom above the floor.
Buyer and seller offers with counter-offers and accept-to-checkout, seller-set price floors, and a pricing model where delivery is folded into the variant price — buyers see the all-in number, the seller and the system see the raw one. Coupons and partial payments stay consistent against both.
Pay-a-deposit-now / balance-later checkout on Stripe partial capture, with milestone payments and stricter ACH-and-wire rules automatically applied to high-value orders (over $8k).
Sellers store stock at the warehouse for same-day local delivery: eligibility toggle, a cubic-foot cost calculator, Stripe pickup fees plus recurring monthly storage billing as real subscriptions, a seller dashboard, and a per-seller monthly floor. Existing subscriptions are never silently re-priced.
After an order, the seller is asked to confirm the item is still available — by link or by replying to the text. Non-responders get a five-round reminder cadence over 72 hours across SMS and email, then it escalates to an admin. It never auto-cancels.
Weekly availability-check emails to sellers whose listings are over a week old, with a one-click confirm-or-relist flow, a price-drop prompt, and an analytics dashboard over the responses.
Referral codes tracked from an anonymous click through signup to a qualifying purchase or listing, then paid out as either store credit or cash. Self-referral and fraud are voided; if a rewarded order is cancelled, the exact credits it consumed are restored.
A revenue feature — sellers pay to feature a listing, with a purchase flow, timed placement, and the notification emails around it.
A theme-independent core plugin: product data model, a device/model registry, ownership cards with verification, custom order statuses, an AI product builder, and a print-mockup pipeline.
Category, sell-flow, checkout, and promotion templates built to match the storefront exactly rather than fighting an off-the-shelf theme.
Plus dozens of smaller plugins and fixes — fee rules, delivery-radius logic, coupon and payout tooling, SEO and performance work — kept running across years, not handed over and forgotten.