Sheldon De SouzaBased in Wiltshire, UK. I scale consumer brands on Amazon and Shopify, and build the AI tools that power them.
The Dual Identity
I operate across two distinct tracks: commercial eCommerce strategy and technical development. I don't just write code, and I don't just run spreadsheets - I build scalable solutions from the ground up, strategically leveraging AI while maintaining strong foundational engineering principles and human oversight.
I manage Amazon and Shopify operations for consumer brands - from product listing creation and optimisation through to trading strategy, pricing, advertising, and commercial performance reporting. I work both agency-side and in-house.
I specialize in rapid App Development through context-driven AI Engineering. Using tools such as Google Antigravity and Claude Code, I build robust solutions while strictly adhering to modern UI/UX principles and cybersecurity practices. I designed and launched Rufusly - a full-stack SaaS product for Amazon sellers - and I am an AWS re/Start Cloud Engineering graduate proficient in cloud architecture and serverless pipelines.
Featured Services
Amazon Marketplace Management
End-to-end management of Amazon Seller Central and Vendor Central accounts. Perfect for brands launching on Amazon or needing an experienced operator to take ownership.
Shopify Store Management
End-to-end management for Shopify stores including product pages, trading calendar, promotional campaigns, and conversion optimisation.
Product Listing Optimisation
Audit, rewrite, and optimise listings to improve visibility and conversion, specifically targeting the 75-character rule and Amazon Rufus AI search.
Flat File & Bulk Data Management
Manage large catalogues quickly and accurately. Bulk updates for prices, titles, descriptions, and attributes across hundreds of products simultaneously.
Trusted Partners
Lmo7 Agency
Lmo7 is an agentic commerce agency for consumer brands.They help you grow sales, improve AI search visibility and scale without enterprise budgets or large multidisciplinary teams.
Amazon Rufus & Alexa for Shopping • ChatGPT • Google AI Overviews • Gemini
Live Work
Image Creation
Product image creation, A+ image and listing image generation using Google Nano banana and Context image generation, with editing via Canva.
V12 Footwear
Safety footwear brand. Provided end-to-end Amazon account management, AI search optimization (GEO), AI chat optimization, troubleshooting, image updates, and A+ content design.
Veloforte
Sports nutrition brand. Delivered full Amazon account management, AI search optimization for better geographical targeting, troubleshooting, listing image updates, and premium A+ content.
Veto Socks
Performance cycling socks. Handled comprehensive account management, AI-driven search and chat optimization, listing troubleshooting, and visual upgrades including A+ content.
Pelotan Sunscreen
High-performance sun protection for athletes. Managed their Amazon presence with AI search (GEO) optimization, chat optimization, image enhancements, troubleshooting, and A+ content.
Rufusly
An AI-powered platform for Amazon sellers. Features AI listing rewrites optimised for Amazon Rufus, AI product image generation, bulk flat file auditing, and brand visibility tracking. Built end-to-end as sole developer with a security-first architecture.
Listing Optimiser
A fully serverless, event-driven pipeline on AWS. S3 upload events trigger Lambda functions that orchestrate AI processing via Amazon Bedrock, scoring, and storage to DynamoDB - with zero manual intervention.
beetbg.com
Built from scratch and managed for three years. Oversaw a 25,000+ SKU catalogue, full trading operations, seasonal campaigns, CRO improvements, pricing strategy, and reporting.
saintlayers.co.uk
Australian fashion brand UK launch. Generated content for Amazon and migrated data from Shopify to Amazon UK via API integration and flat file uploads. Configured complete FBA integration so Shopify orders are automatically fulfilled through FBA stock.
aiveda.co.uk
Designed and built the complete web presence for a care home facility, focusing on accessible, user-friendly navigation and clear communication of services.
buoyancyconsultants.com
Redesigned the UX and UI for a multinational ship design and engineering company. Built wireframes, created graphic content, and optimized SEO and keywords to improve the customer experience.
ecoallysmartlighting.com
Migrated the store from OpenCart to Magento. Created an SEO & PPC program that increased orders by 75%, achieved a top 3 Google ranking, and optimized page speed from an E (65%) to a B (95%).
Get In Touch
I am always open to discussing eCommerce strategy, AWS architecture, or exciting new development projects.