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Independent consultant for commerce platforms, growth and AI systems.

I audit, build and operate the systems behind support, stores and marketing, for teams that need one senior engineer rather than an agency.

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  • 15+ years as a full-stack engineer
  • Founder of Conviro and Wizutech OÜ
  • Magento 2, Hyvä, WooCommerce, Shopify
  • Based in Istanbul, remote
  • Writes about the work

Services

I work with founders and small teams who run their own platform: a store, a support operation, a marketing stack. Usually the system is already live, there is one engineer or none, and something in it needs to be built, fixed or measured properly.

The work falls into three groups. Platforms is the store or site itself: Magento 2 and Hyvä, WordPress and WooCommerce, Shopify. Growth is what happens once it works: conversion optimisation, digital marketing and ads, technical SEO. Systems is the machinery behind the front: AI integration, marketing automation, servers and backups. Each service page says who it is for, what I deliver and how a project usually runs. To start, send a short description of the system and where it hurts; I reply myself, usually with questions before any proposal.

Platforms

The store or site itself: performance, imports, checkout, integrations and upgrades, on a stack I run myself.

  1. Magento 2 and Hyvä

    Performance, catalogue imports, checkout and integrations on Magento 2 stores with a Hyvä or Luma frontend, by someone who reads the request path.

    • Performance work along the whole request path: full-page cache and Varnish, PHP-FPM, database and indexers, third-party calls, measured before and after.
    • Hyvä theme work: migrating a Luma store, replacing extensions that have no Hyvä compatibility, keeping the templates lean.
    • Product and catalogue imports that validate before writing, isolate bad rows, keep product identity stable and leave a log that explains every run.
    Read more

  2. WordPress and WooCommerce

    Themes without a page builder, WooCommerce checkout and payments, imports, performance and the cleanup after a plugin or a hack got in the way.

    • Custom themes without a page builder: block-based, fast, with the design in CSS and the structured data, sitemap and meta tags in the theme rather than in plugins.
    • WooCommerce checkout, payment and shipping work: gateway integrations, Stripe, order status flows and webhook receivers that cope with duplicates and retries.
    • Imports and syncs with ERPs, marketplaces and feeds that validate before writing and log every run.
    Read more

  3. Shopify

    Theme performance, apps and the integrations around a Shopify store: ERP and marketplace syncs, migrations, checkout extensions and tracking that reports the truth.

    • Theme performance: removing dead app scripts, trimming Liquid and JavaScript, images and fonts, measured against Core Web Vitals before and after.
    • Custom apps and integrations with the Admin and Storefront APIs: ERP, PIM, marketplace and warehouse syncs that validate before writing and log every run.
    • Webhook receivers that cope with duplicates, retries and late events, so an order is processed once.
    Read more

Growth

What happens once the site works: experiments, campaigns and measurement whose numbers can be trusted.

  1. Conversion optimisation

    Experiments on the checkout, product pages and landing pages that are measured properly, with the infrastructure fixed first so the numbers can be trusted.

    • Funnel analysis from real data: GA4, server logs, session recordings where consent allows, and the checkout's own error logs, to find the step and the reason people leave.
    • Fixing the infrastructure first: page speed, form and checkout errors, tracking that fires once, so an experiment measures the change and not the noise.
    • Experiments with a written hypothesis, a sample size and a stop rule, implemented in the templates rather than in a client-side tool that flickers.
    Read more

  2. Digital marketing and ads

    Google Ads and Meta campaigns with clean feeds, conversion tracking that matches the orders, and reporting that shows what the money did.

    • Conversion tracking that matches the store: Google Ads conversions with order values, the Meta pixel with Conversions API and deduplication, built on the GA4 and Tag Manager events, consent handled.
    • Product feeds for Google Merchant Center and Meta catalogues generated from the store data, validated before submission, with the disapprovals explained and fixed at the source.
    • Campaign structure and settings for Google Search, Shopping and Performance Max and for Meta: account structure, audiences, budgets, negatives and the rules for changing them.
    Read more

  3. Technical SEO and measurement

    Crawlability, Core Web Vitals, structured data and GA4 or Tag Manager tracking that keeps working after the next redesign.

    • Technical audit: crawl, indexing, canonicals, hreflang, redirects, sitemaps, robots, pagination and the rendering of JavaScript-heavy templates.
    • Core Web Vitals work at the source: templates, images, fonts, scripts and caching, not a plugin that hides the symptom.
    • Structured data that matches the page: Article, Product, FAQ, Breadcrumb and Organization, generated from templates and validated on every release.
    Read more

Systems

The machinery behind the front: AI assistants, customer journeys and the servers everything runs on.

  1. AI assistants for support and commerce

    Retrieval, answer validation, model routing and tool authorization for assistants that talk to real customers, built to be operated rather than demonstrated.

    • Retrieval over your documents, catalogue and past conversations: hybrid search on PostgreSQL (full text plus vectors), with filters per tenant, language and market.
    • Answer validation before delivery: prices, links, product identifiers and policy claims are checked against the retrieved sources; unsupported claims are held back or handed to a person.
    • Model routing across providers behind one contract, with fallback, circuit breakers and budgets per tenant.
    Read more

  2. Marketing automation and customer journeys

    Marketo, Mailchimp, n8n and custom journey builders that are safe to retry, with AI where it saves work and measurement that shows what a flow earned.

    • Journey and lifecycle design: welcome, browse and cart recovery, replenishment, win-back, lead nurturing, with entry and exit rules written down.
    • Implementation in Marketo, Mailchimp or n8n, or a custom journey builder on your database when the tools cannot express the logic.
    • Integrations between shop, CRM and email: idempotent syncs, deduplication, consent carried through, failures that are visible instead of silent.
    Read more

  3. Servers, virtualisation and backups

    Linux servers for stores and products, run with monitoring, tested restores and a deployment path that can be rolled back; VMware and Docker where they earn their place.

    • Server setup and hardening on Linux: Nginx or Apache, PHP-FPM pools, MySQL or PostgreSQL, Redis, firewall, SSH access, updates, with the configuration in version control.
    • Backups with restore drills: what is backed up, where, how often, how long it takes to restore, tested on a schedule and written down.
    • Monitoring and alerts that reach a person: disk, memory, PHP workers, queue depth, certificate expiry, error rate, uptime.
    Read more

Start with a fixed-scope audit

Most projects start here. I read the system the way a request sees it: code, configuration, logs, data and the numbers you already report. You get a written report with the causes, the evidence and an ordered list of what to change, whether or not I do the work afterwards.

Ask for an audit

What an audit covers

  • The request path: templates, caching, PHP, database, integrations
  • Data and integrations: imports, webhooks, syncs, what happens on retry
  • For AI assistants: retrieval quality, validation, authorization, budgets
  • Measurement: crawlability, structured data, GA4 and Tag Manager events
  • Growth: campaign structure, conversion tracking, the checkout funnel
  • Operating risk: backups, restores, logs, access

How I work

Three engagement forms. Each one has a written scope before it starts and a written handover when it ends.

Fixed-scope audit
A defined system, a defined question, a written report with causes, evidence and an ordered list of changes. Useful on its own or as the first step of a build.
Build project
An agreed scope with acceptance cases, built on a staging copy, deployed with a rollback path and handed over with documentation. Changes to the scope are written down, not absorbed.
Ongoing retainer
A fixed amount of my time each month for operating, improving and the occasional emergency, with a short monthly note on what was done and what is next.
Contracting
Services are provided by Wizutech OÜ, a company registered in Estonia, to clients in the European Union and other countries, and by Wizutech Teknoloji, a company registered in Türkiye, to clients in Türkiye. The contracting entity is determined by the client's location and the applicable regulations and is named in the proposal; contract, invoicing, VAT and governing law follow that entity. The work is carried out by Hasan Gültekin in both cases. Legal notice

Why one senior person

You talk to the person who reads the logs, writes the code and answers for it afterwards. There is no handover between sales, a project manager and a developer, so nothing gets lost in between. Decisions are written down as we make them, in the repository and in a short document you keep, so the next person can pick the work up without me.

Questions

Do you work remotely?

Yes. I am based in Istanbul and work remotely with clients in the EU and Türkiye. Access to the system, a shared channel and a regular call are enough; on-site days can be arranged for a kick-off or a handover.

How do we start?

Send a message through the contact form or by email with a short description of the system and the problem. I read it myself and reply with questions. If it fits, the first step is usually a fixed-scope audit, which ends in a written report you can act on with or without me.

What should I send first?

Whatever you have: the platform and version, hosting, traffic, the integrations involved, what you already tried, and a link or a screenshot of the problem. Logs, a staging environment and read access to the repository speed things up but are not needed for the first conversation.

Which platforms do you work with?

Magento 2 with Hyvä, WooCommerce and WordPress, and Shopify for stores and sites, with PHP, TypeScript and PostgreSQL services around them on Linux servers I manage. Marketo, Mailchimp and n8n for automation; GA4, Google Tag Manager, Google Ads and Meta for measurement and campaigns. For AI work I build on several model providers behind one routing layer.

Which company do I contract with?

Services are provided by Wizutech OÜ, a company registered in Estonia, to clients in the European Union and other countries, and by Wizutech Teknoloji, a company registered in Türkiye, to clients in Türkiye. The contracting entity is determined by the client's location and the applicable regulations and is named in the proposal; contract, invoicing, VAT and governing law follow that entity. The work is carried out by Hasan Gültekin in both cases.

Working on something similar?

I take on a small number of platform, AI integration and performance projects. Tell me what you are running and where it hurts.

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