Writing

Thinking in public.

On commerce architecture, loyalty, Agentforce, and the Salesforce ecosystem. Articles marked with a platform indicator live on Medium or LinkedIn.

22 Jan 2025

Driving Forces for Luxury Brands' Growth: Instagram, Gen Z, and BNPL

Three forces reshaping the luxury market: Instagram's influencer-driven discovery, Gen Z's willingness to spend, and BNPL services making high-end products financially accessible to a new generation.

StrategyCommerce ArchitectureLuxury

10 Nov 2024

Creating a Safe Shopping Environment: Security Essentials for eCommerce Success

Critical security practices for eCommerce — secure platform selection, API protection, credential management, firewalls, and audit cadence — framed around building lasting customer trust.

SecurityCommerce Architecture

8 Nov 2024

How Artificial Intelligence is Changing the Way We Shop Online

A practical look at AI's role in eCommerce — personalised recommendations, chatbots, and fraud detection — alongside honest considerations around data privacy as these systems scale.

AICommerce Architecture

13 Mar 2024

SFCC Beyond the Basics: Campaign Setup Advanced Strategies

Advanced campaign configuration in Salesforce Commerce Cloud — using Scheduling, Qualifiers, and Experiences together to build dynamic personalisation, with a worked birthday banner implementation.

TechnicalSFCCPersonalisation

11 Mar 2024

SFCC Beyond the Basics: Unlocking Hidden Power (Series Intro)

An introduction to underutilised SFCC features — how campaigns can be combined with content slots, sorting rules, and customer groups to create targeted personalisation that most implementations never touch.

TechnicalSFCCPersonalisation

7 Mar 2024

Salesforce B2C Commerce: Einstein AI

How Einstein AI enhances Salesforce B2C Commerce through product recommendations, intelligent search, and predictive sorting — five core features that drive conversion in production storefronts.

TechnicalSFCCEinstein

28 Aug 2023

SFRA Folder Structure Part 3: Exploring the SFCC Scripts

An examination of the Scripts folder in SFRA — how helper scripts, factories, and service integrations handle complex operations so controllers stay clean and testable.

TechnicalSFCCSFRA

24 Jul 2023

Creating a Storefront in SFCC: Configuring Locales for Multilingual Success

How to configure locales in Salesforce Commerce Cloud to support multiple languages and regions — currency formats, date conventions, and designating a default locale via Merchant Tools.

TechnicalSFCC