We Are the eCommerce Team You Wish You Had In-House
Dazzle Commerce is a full-service eCommerce management and marketing agency built on a simple, unfashionable premise: senior people should stay on the account, and the numbers should be honest.
2017
Founded
Austin, Texas — now five time zones
100+
Brands served
Across storefronts and marketplaces
$48M+
GMV managed
Annualized, under active management
31 mo
Average tenure
On month-to-month agreements
Our Story
How it all started
In 2017 our founder was running digital for a nine-figure home goods retailer and cycling through agencies at an embarrassing rate.
The pattern never changed. A senior partner would win the pitch, promise strategic partnership, and then hand the account to someone three months out of university. Reporting arrived as a deck full of impressions. Nobody could answer the only question that mattered: is this channel making us money after costs?
So she left and started the agency she had been trying to hire. Two people, one Shopify client, and a rule that has survived every stage of growth since: the person who sells the work does the work.
Nine years later that rule still constrains how fast we grow. We cap the number of accounts each strategist carries, which means we turn away business most quarters. It is the least scalable thing about us and the reason clients stay an average of 31 months.
Our Mission
To give eCommerce brands the calibre of growth team normally reserved for companies ten times their size — and to report on it honestly enough that they could take our numbers to their board without translation.
Our Vision
An industry where agency performance is measured in contribution margin rather than impressions, where contracts are short because results are real, and where “strategic partner” means something specific.
Our Values
Four commitments we are willing to lose business over
Margin over vanity
We report contribution margin next to ROAS because you cannot bank a return on ad spend. If a channel looks good on the dashboard and bad on the P&L, we say so.
Radical transparency
You own every account, every asset and every dashboard. No black-box reporting, no proprietary metric invented to make a bad month look survivable.
Senior people, on your account
The strategist who scopes your engagement is the strategist who runs it. We cap accounts per strategist so that stays true at scale.
Earn the renewal monthly
Month-to-month after the first 90 days. Long contracts protect agencies from their own performance. We would rather not need one.
Our Approach
How we think about eCommerce growth
Not a methodology with a trademark. Four operating principles that decide what we do first, second and not at all.
01
Diagnose before prescribing
Nobody gets a strategy in the first week. We spend fifteen days inside your analytics, ad accounts, marketplace health and technical stack, because most growth problems are misdiagnosed as marketing problems.
02
Fix the floor before raising the ceiling
Broken tracking, a slow product page or a suppressed listing will eat every dollar you add to spend. Operational and technical debt gets cleared first.
03
Compound, do not spike
Anyone can buy a good month. We build systems — retention flows, organic rankings, creative libraries, clean catalog data — that keep paying after the campaign ends.
04
Kill things honestly
Every quarter we recommend cutting something. Sometimes a channel, occasionally a service we provide. Advice you can trust has to include advice against ourselves.
Meet the Team
The people who will be on your calls
No account-manager layer between you and the specialists.
Alina Whitfield
Founder & Managing Partner
Fifteen years in eCommerce, previously head of digital for a nine-figure home goods retailer. Founded Dazzle Commerce after one too many agencies handed her account to a junior.
Marcus Ellery
Head of Performance Marketing
Manages $30M+ in annual ad spend across Google, Meta and Amazon. Built the margin-tiered bidding framework we run on every paid account.
Sana Iqbal
Director of eCommerce Operations
Marketplace specialist who has recovered Buy Box on more suppressed ASINs than she cares to count. Runs our catalog and account-health practice.
Tomas Berger
Head of Engineering
Shopify Plus and WooCommerce architect. Has led 40+ replatforms without a ranking loss, which he will tell you is mostly redirect discipline.
Ruth Adeyemi
Head of Retention
Lifecycle strategist specialising in Klaviyo and Attentive. Typically takes email and SMS from 8% to 30% of revenue inside two quarters.
Daniel Cortez
Creative Director
Runs production and the creative testing calendar. Believes the brief matters more than the camera, and has the test data to argue it.
Certifications & Partnerships
Badged where badges mean something
Certification is table stakes rather than a differentiator — but its absence tells you something, so here it is.
Shopify Partner
Certified Shopify and Shopify Plus development partner
Google Partner
Certified across search, shopping and Performance Max
Meta Business Partner
Badged partner for Meta advertising and commerce
Amazon Ads Partner
Verified partner in the Amazon Ads Partner Network
Klaviyo Master Partner
Top-tier partner status for lifecycle and retention
WooCommerce Expert
WordPress and WooCommerce development specialists
Milestones & Growth Journey
Nine years, deliberately unglamorous
Every step below was a response to something clients kept asking for.
2017
Founded in Austin, Texas
Started as a two-person Shopify consultancy working out of a shared office on East 6th.
2019
Marketplace practice launched
Added Amazon Seller Central management after clients kept asking. It is now a third of the business.
2021
Crossed $10M in managed GMV
Grew to 18 people and opened a second operating hub to cover UK and EU hours.
2023
Engineering brought in-house
Stopped subcontracting development. Replatforming and performance work became core services.
2025
100th client onboarded
Reached 42 specialists across five time zones, with $48M+ in annualized GMV under management.
2026
Retention and creative studios
Full lifecycle and in-house production capability, closing the last gap in the growth stack.
FAQs About the Agency
What people ask before the first call
How big is the team and who will I work with?
Forty-two specialists across strategy, marketing, operations, engineering, retention and creative. You get a named senior strategist who owns the relationship plus a pod of specialists for your active channels. That strategist is on every call.
Are you a full-service agency or a specialist?
Both, deliberately. Full-service in coverage, but each discipline is run by a specialist rather than a generalist. What we are not is a general digital agency that also does eCommerce.
What size of business do you typically work with?
Most clients run between $500K and $30M in annual online revenue. We do have a lighter engagement for smaller stores focused on one or two channels.
Do you work with businesses outside the United States?
Yes. Roughly 40% of clients are outside the US, mainly in the UK, Canada, Australia and the UAE. We staff across five time zones so account calls happen in your working hours.
What makes you different from the last agency we hired?
Three things clients tell us repeatedly: the senior strategist genuinely stays on the account, we report contribution margin instead of only ROAS, and the agreement is month-to-month so we have to keep earning it.
Can we speak to a current client before signing?
Yes. After the audit we will connect you with a client in a comparable category and at a comparable stage. We do not screen the conversation.
Let’s grow together
Start with a free 30-minute strategy call. You will meet the senior strategist who would actually run your account — not a salesperson — and leave with three specific things to fix.