eCommerce consulting — Dallas
Omnichannel clarity for established Dallas retail and consumer businesses.
Established retail organizations rarely have an eCommerce problem in isolation. They have a stores problem, a merchandising problem, a systems problem and an ownership question — and the online channel is where all four become visible at once.
We work with companies in that position on the parts that need a decision: what the platform should be, how the back office connects to it, and who is accountable for the result.
The market
Multiple stakeholders, one unowned channel
In an organization with retail, wholesale and eCommerce, each function has a legitimate claim on pricing, inventory and promotion. Without someone holding the commerce view, the channel ends up executing whatever was agreed most recently.
The technical questions follow from that. Whether Shopify Plus is warranted, how deep the ERP integration needs to go and what reporting leadership should see are all easier to answer once ownership is settled.
What we're usually called about in Dallas
- Retail, wholesale and online competing for inventory
- Pricing and promotion decided by committee
- Plus evaluation stalled without an operating view
- ERP integration scoped by the vendor, not the business
- Board-level reporting assembled manually
- eCommerce reporting into a role that has no time for it
- Store systems and storefront holding separate truths
- Roadmap resets whenever leadership changes
Platform questions are easy once someone owns the answer.
How we work
Remote by design, senior by default
Gapstow is a U.S.-based practice that works remotely with brands across the country, including Dallas. We don't keep a local office, and we won't pretend otherwise — what we bring is senior eCommerce experience, in your working hours, without an account layer between you and the person doing the work.
We work Central hours, with written decisions between sessions so multi-stakeholder groups aren't the bottleneck.
- 01
Direct access
You work with the practitioner, not a coordinator relaying decisions to someone you'll never meet.
- 02
A real operating cadence
Scheduled working sessions, a maintained priority list and written decisions — the things that make remote work better than proximity.
- 03
Engagements sized to the problem
Advisory, fractional leadership, ongoing management or project delivery, depending on what's actually missing.
- 04
Coordination with your other partners
Agencies, developers, 3PLs and internal teams — briefed consistently instead of one conversation at a time.
Credentials
Experience, not proximity
10+
Years running the agency practice
Hundreds
Of stores worked on
15+
Years in eCommerce
Deepest platform experience is Shopify — development, Plus, migrations, integrations and optimization. The strategy, leadership and operations work applies to eCommerce businesses regardless of platform. See the work.
Relevant work
Chosen for the kind of problem, not the client's address. These are Gapstow engagements described on the site.
Fit
Who this tends to suit
There's no revenue floor. What matters is whether the problem is one senior eCommerce judgment can move — and whether someone internally wants it solved. See what we do.
A good fit looks like
- Retail, wholesale and eCommerce under one roof
- Several stakeholders with a claim on the channel
- Existing ERP or back-office system
- Shopify or an active Shopify Plus evaluation
- Reporting assembled by hand for leadership
- Willingness to name a single owner
Questions we get from this market
- Can you tell us whether Shopify Plus is worth it?
- Yes, and often the answer is not yet. Our reasoning is written up in when Shopify Plus is worth it.
- Who do you report to in an organization like ours?
- Usually the executive who owns the P&L the channel affects. The point of the engagement is to give that person a defensible view, not to add another vendor relationship.
- Can you support both strategy and implementation?
- Yes. Strategy that nobody executes isn't useful — see what we do for how the two sit together.
- Will you work with our incumbent systems integrator?
- Willingly. We tend to represent the commerce side of the requirements so the integration reflects how the business actually operates.
Is anyone accountable for the online channel?
Tell us how decisions get made today. That usually explains more than the platform does.