Tom is the founder of WIRO, a Shopify Plus agency for luxury fashion brands. In just over 10 years, WIRO has worked with hundreds of brands, grown to a team of 30 spread across the UK, Europe and Southeast Asia, and become one of a handful of top-tier Shopify partners in the UK and Europe.

Tom started out running a design and print studio, convinced that great ecommerce was all about how beautiful a website looks. Now every project starts with data, CRO and SEO. In this episode, he tells John Readman why being selective about who they work with built a stronger agency, why “on brand” can quietly damage a luxury website, and why the next big thing to optimise might not be a storefront at all.

In this conversation, Tom and John discuss:

  • The naive design-first mistake Tom made in the early days, and why every decision is now driven by data
  • Why WIRO dropped every other platform to focus solely on Shopify
  • How a lot of growth during COVID nearly became the agency’s own worst enemy
  • Why WIRO says no to a lot of business, and how a clear ICP shaped the agency
  • The most common mistake luxury brands make online
  • Why WIRO avoids the flood of brand-new AI apps
  • The discovery process that has kept every build on budget for the last 12 months
  • Why Tom pushes back when an RFP asks for headless
  • Agentic commerce: why it’s both the most overhyped and the most underrated thing in ecommerce right now
  • Why Tom launched a second business for B2B brands

His advice for anyone choosing an agency: why you should only speak to three, and always talk to their past clients

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