Selling out, gracefully

Build a partner-led commerce platform for high-demand, limited-availability product releases: sudden traffic spikes, finite inventory per size and variant, oversell risk, and a purchase journey that had to stay controlled. Shopify was the storefront foundation, but the platform had to connect into the adidas enterprise: order management, catalogue ingestion, middleware, PIM/DAM, CRM.

I owned the roadmap, backlog, prioritization and releases, translating an undefined proposition into epics, user stories, acceptance criteria, process flows and wireframes across Engineering, Solution Architecture, QA, Information Security, Commercial and regional teams.

There was no blueprint. I defined the MVP: which scarcity and waiting-room controls were essential at launch, which integrations were true dependencies, and which enhancements deliberately waited. After launch I tracked checkout completion, engagement, order volume, sell-through and AOV.

Along the way I mentored Assistant Product Owners on executive judgment: how to present to leadership, which KPIs actually matter, and how to deliver bad news with credibility.

The platform launched. And the point was never one Shopify store: the first implementation became the repeatable operating model for partner-led commerce beyond adidas DTC and wholesale.

Shopify · order management · PIM/DAM · CRM · Jira/Confluence