Hi, I'm James.
I've been building things on the internet since before it was cool (and then uncool, and then cool again). 15+ years of ecommerce, web development, and entrepreneurship - all leading to this moment where I get to help your business grow.
I'm not just a developer who codes. I'm an entrepreneur who happens to code. That means I understand your business challenges, not just your technical requirements.
Tabs Currently Open
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"Works on my Machine"
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What's Inside
Like any good product, here's the ingredient list. No artificial flavors, no filler content - just the real skills that power the work.
Also contains: excessive amounts of Yorkshire Tea, dad jokes, and strong opinions about code formatting.
The Journey So Far
Received Amstrad CPC 464
Swapped a telescope for an Amstrad CPC 464 with my best friend, the first computer I ever owned and could program on.
Started Web Development
Started learning web development, maintaining forums and my own hobby websites.
Founded The Code Company
Started my first web development agency, focusing on WordPress and custom web applications.
First Shopify Project
Discovered Shopify and immediately fell in love with the platform's approach to ecommerce.
Shifted Focus to Ecommerce
Pivoted the agency to specialise in ecommerce, recognising the massive opportunity.
Launched Shopify-Focused Agency
Went all-in on sustainable Shopify development, becoming a specialist rather than a generalist.
Started Worldschooling
Began traveling the world with my family, proving that great work can happen from anywhere.
Launched Unschoolly & AMGC
Started building my own ventures to complement client work and prove real-world expertise.
Values & Principles
These aren't just marketing speak. They're the actual principles that guide every decision I make in my work.
Sustainability First
I optimise for performance, which means less energy, which means smaller footprint. I work with brands that share these values.
Clean Code, Clear Communication
Code should be readable, maintainable, and well-documented. Same goes for how I communicate with clients.
No Dark Patterns
I refuse to implement manipulative UX. Good ecommerce doesn't need tricks - it needs value.
Business Outcomes > Billable Hours
I'm not here to pad invoices. I want your business to succeed because that's how I succeed.
When Not in Stock
When I'm not writing code or strategizing about ecommerce, you'll find me traveling the world with my fiancée and our kids. We're a worldschooling family - which means we've traded traditional classrooms for real-world education across continents.
This lifestyle isn't just a personal choice; it directly influences my work. I've seen ecommerce from every angle, in every market, with every timezone challenge you can imagine. And I've proven that excellent work doesn't require a traditional office.
I'm also deeply passionate about sustainability and ethical business practices. That's why I started A Million Good Choices - to curate and celebrate businesses that are doing things right.
If you're looking for a developer who sees the bigger picture, understands business realities, and genuinely cares about building something meaningful - let's talk.
Ready to Work Together?
I'm selective about the projects I take on because I want to do great work, not just more work. If you think we'd be a good fit, let's chat.