Substack
The Ecommerce Guide
Hard-won lessons and what’s working now, so founders can make better decisions and avoid expensive mistakes.
Work with me
Simplify your tech stack. Structure your operations. Scale your revenue.
Platforms & systems. Process improvement. Conversion rate optimisation. AI integration.
Owen is one of those rare senior eCommerce leaders who brings equal parts strategy, technical depth, and heart. I brought him on to help scale our global eCommerce business across three brands and eight markets, and he made an immediate and lasting impact.
He led the launch, upgrade and optimisation of our Shopify ecosystem, significantly improving customer experience, conversion, and performance across the board. What really stood out, though, was his calm, collaborative style and his ability to make complex things simple. He’s a genuine team player and a great mentor, always coaching, teaching and bringing the team along with him on the journey.
Owen was a huge support to me as CMO and played a big role in shaping what’s now a thriving eCommerce engine for TBN. Smart, strategic, and just a wonderful person to work with. I highly recommend him and would employ him again in a heartbeat.
Amanda Connors MBA
Global CMO - Total Beauty Network
About
Owen Bolwell
Owen is a former award winning music producer working with artists at Universal / BMG (Sony) who briefly joined the family manufacturing dynasty, got himself a Masters degree in marketing, studied finance & lean principles and eventually left to find something more exciting to do with his life.
Moving into ecommerce, he became a cofounder of the Peachymama apparel brand, scaling it over 10 years in Australia & USA, eventually securing a Walmart deal which led to a successful exit in 2022.
In the last few months of the Peachymama exit negotiations, he was brought on as Head of Ecommerce & Digital at Tigerlily by the VC owners, working with the CEO to restructure ecommerce operations and oversee the rollout of a new warehouse system and Shopify POS to stores across Australia.
After the Tigerlily adventure, he launched his own consulting business, contracting to Total Beauty Network to manage the ecommerce expansion of their 3 cosmetics brands and 8 online stores across 4 international markets.
A few months in, he was contacted by another premium Australian brand to rescue a Shopify build gone sideways and ended up staying on as advisor to the founders, helping to navigate growth from $4.8m to $13m YOY in 3 years.
Today, Owen works with a handful of 8-figure ecommerce clients, enjoys speaking on stage whenever he gets the opportunity, writes The Ecommerce Guide on Substack and is an occasional senior coach in Foundr’s startup programs, with 550 hours of 1:1 and group coaching in a community he's passionate about.
