Whitney
Caldwell

Fractional eCommerce Director
& Shopify Strategist
BASED IN SAN DIEGO

Strategy that ships.

Most eCommerce problems aren't design problems — they're decision problems. I help DTC founders make the right calls about their Shopify store, then make sure those calls actually get built. Twelve years turning brand vision into stores that convert.

SEE HOW WE CAN WORK TOGETHER

SELECTED
WORKS

YOUR GIRL'S BEEN BUSY
THE SKINNY CONFIDENTIAL
Pretty meets powerful. Three brands, one elevated empire.
CLEAN SIMPLE EATS
Pixel-perfect frontend meets powerhouse backend.
DOC'S DIESEL
Heavy-duty builds. High-performance results.
EMUAID
Data-led decisions. Conversion that compounds.
SEE ALL OF MY PORTFOLIO
& MORE
SEE ALL OF MY PORTFOLIO
& MORE
SEE ALL OF MY PORTFOLIO
& MORE

Ways to Work Together

01
Fractional eCommerce Director
Leadership for brands that need senior eCommerce direction without a full-time hire.
02
Strategy Sprints
Audits, roadmaps, and CRO plans that give you a clear, prioritized path forward.
03
Creative Strategy
Certified creative strategy that connects brand, content, and conversion.
EXPLORE SERVICES
ALSO -

I co-founded a Shopify Agency

I'm VP and co-founder of Code & Cart, a Shopify development and CRO agency for DTC brands. Running an agency means I've seen what works across dozens of stores — and I bring that pattern-recognition to every brand I work with directly.

VISIT CODE & CART

GET IN
TOUCH

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San Marcos, California
hello@whitneycaldwell.co