About


Hey y'all. I'm Will, eCommerce entrepreneur, newly minted developer and web3 enthusiast. I value freedom, love creating useful technology, and have spent the last ~4 years working in the Shopify ecosystem.

I currently run Cardinal eCommerce, which is equal parts developer and product manager for Shopify+ stores. We build custom apps for clients or manage agencies in complex headless site builds. We're certified Shopify development experts, certified Recharge development experts, and eCom technology nerds.

I get the most excited about helping CPG/wellness brands like Perfect Keto, Kettle & Fire, and Magic Mind because I believe we've lost sight of optimizing well-being in the USA. Companies that want to turn that tide speak to me.

Previously, I worked on Wall Street, started a few failed tech companies, and was a below average SaaS salesperson. Won some, lost some, but I've not shied away from starting over.

To me, a meaningful life demands meaningful work. Working with developers, and [finally] learning to code has been that gift for me. In working with clients, I will always care a little too much, and I'm okay with that.

In my free time, I watch a ton of mma, amateur wrestling, Cleveland Browns football, and travel to Mexico + South America. ¡Hablo espanol!

Thanks for reading, and visiting my little corner of the internet. Cheers.