E-commerce Executive | Ardeshir Shojaei

Rave Coffee is an established UK specialty coffee brand with a strong subscription base and loyal customer following. My role was largely technical — keeping the digital commerce layer working well, and finding small, measurable ways to improve it.

Content structure for search: Developed a reusable template for blog posts that adds a proper table of contents with jump links and semantic HTML. The idea is that when Google’s passage-ranking systems or LLMs parse the page, individual sections are independently addressable. You can then see which specific passages get surfaced in Search Console, rather than just the page as a whole.

A/B Testing: Performing A/B tests on the Subscribe & Save widget across product pages. I built the variant using Liquid and JavaScript through Shoplift, focused on making the savings and value proposition clearer at a glance. After a few weeks the test showed a meaningful uplift in first-time subscription conversions, which translated to a noticeable increase in subscription revenue projected annually.

Reviews infrastructure: Developed an edge function on Supabase that pulls from the Reviews.io API on a schedule and writes review data back into Shopify as metafields. Means review content is available natively across the frontend without extra API calls at render time.

Product pages: Added a few Liquid-driven features — a video block that only renders when a product has a video attached, surfaced via metafields. Fixed a URL encoding issue that was showing “decaf%20coffee” in search results. Improved the subscription widget’s loading speed by moving it to pure HTML, cutting out an unnecessary JavaScript render path.

Tracking and tooling: Set up GTM properly — containers, tags, variables, event triggers. Fixed some DNS issues that were causing gaps in analytics. Did an audit of the Consentmo consent flow and mapped it out in Figma. Cleared out leftover code from apps that had been removed.

Order emails: Added conditional blocks to the order confirmation email so the content adapts based on what the customer actually ordered — subscription vs one-time vs mixed cart.

Cart and checkout logic: Replaced the Rebuy cart with a native Shopify implementation. Built conditional logic into the cart — things like hiding gift wrap when a gift subscription is already in the basket, and fixing the free shipping bar so it accounts for automatic discounts correctly. Tried to make these rules configurable from the theme customiser so future changes don’t need a developer.

Most of this is maintenance and incremental improvement rather than invention. The business was already doing well — I was mostly there to make sure the technical side kept up with it.