I help teams build better products and better ecommerce experiences.
Whether you are shaping what to build, aligning a team around it, or navigating a complex implementation, I have probably worked on something like it before.
What I do
I work across two areas. Most clients come to me for one, and end up benefiting from both.
Product
From early validation to shipped features, I help product teams figure out what to build, align around it, and get it across the line. Strategy, ownership, business analysis, and requirements.
Explore Product Practice ›Ecommerce
Platform selection, ERP integration, migrations, and go-live planning. I have been inside dozens of implementations and know where things tend to go sideways.
Explore Ecommerce Practice ›I have done this work, not just advised on it.
I have spent years inside product teams, ecommerce platforms, and implementation projects. When I give advice, it's based on what I have seen work and what I have seen go sideways. I am not going to tell you something that looks good in a deck but falls apart in practice.
Learn About MeSenior-level perspective
You work with people who have actually done this, not people who have read about it.
Practical, structured approach
I help you understand the situation, agree on what matters, and move. I don't overcomplicate things.
Product, ecommerce & implementation expertise
I cover product strategy, ecommerce, business analysis, and implementation. You don't need multiple vendors.
Flexible support
A single session, a defined project, or ongoing support. I work the way that makes sense for your situation.
Who I work with
Most of my clients are dealing with the same core problem: there's a gap between what they decided to do and what's actually getting built or delivered. That's where I come in.
What working with me tends to produce.
Clearer priorities and better decision-making across teams
Stronger requirements and product direction
Better roadmap and launch planning
Improved workflows and operational clarity
Reduced risk in implementations and migrations
Everyone on the same page: your team, your vendors, your stakeholders
I have done this work. That's what makes my advice worth taking.
I have spent 17 years inside product teams and ecommerce implementations, shipping hundreds of features and working at every level of the stack. I started this practice because the work I like doing is the same work most teams struggle to get right.
Learn More About Me
Elisabeth Martin
Product & Ecommerce Consultant
Things I think about and write about.
I write about product, ecommerce, and implementation. Mostly the stuff that's harder than it looks.
Writing Product Requirements That Work
Bad requirements are one of the most reliable sources of rework, misalignment, and missed launches. Here is what good ones actually look like.
Read article ›The Hidden Complexity of B2B Ecommerce
Many B2B ecommerce projects start as website projects and quickly become operational transformation projects. The website is rarely the hard part. Everything behind it is.
Read article ›What Vibe Coding Popularity Quietly Reveals About Organizational Frustration With Software Delivery
Vibe coding’s popularity isn’t really a technology story. It’s an organizational one, exposing years of accumulated delivery friction that business teams quietly normalized.
Read article ›Need clarity on what to do next?
If you're not sure what you need yet, that's fine. Most people aren't when they first reach out. A 30-minute call is usually enough to figure out if I can help.