Laura Amelli

I started out years ago running a small handmade jewelry business, sterling silver 925 with natural stones, ready-to-ship and made-to-order pieces sold through Instagram and Etsy. I did all of it myself, from product photography and listings to pricing, packaging, shipping and customer conversations, and that's where the real fascination with ecommerce started, from the inside, as the person doing the work rather than the person theorizing about it.

Over time I noticed a pattern that showed up everywhere I looked, from my own store to the brands I later worked with. The visible layer of a business, so the site, the marketing, the brand, gets most of the attention and most of the budget, while the operational layer, so listings, catalog, inventory, subscription flows, marketplace policies, integrations, quietly gets whatever time is left over, which is usually none. So it breaks slowly at first, then all at once, and by then the cost has already compounded.

I decided to make that layer my job, and over the years the work naturally split into two connected halves: the operational execution that keeps everything running cleanly, and the strategic decisions that come before execution, such as which marketplaces to enter and in what order, with which products, at what pricing. I do both because in practice they can't really be separated, since strategy without operational reality is a slide deck, and operations without strategy is just expensive drift.

I work mainly on eBay, Etsy, WooCommerce, Amazon and Shopify, where I have deep hands-on experience, and I also work across Walmart, TikTok Shop and adjacent platforms as clients need them. I stay curious by nature, so I keep learning new marketplaces, tools and business models as they emerge, and I'm currently studying Business Management and Marketing at the Open University in London to formalize some of what I've built up through experience.

I'm also honest about efficiency in a way that some consultants aren't. If I see a client's process, tool or workflow that could be simpler, cheaper or faster without losing quality, I say so openly, even when it means less billable work for me, because a client who trusts my judgment on the small things keeps me around for the bigger ones. I stay small on purpose. One person accountable per engagement, no rotating account managers, no diluted attention. As I complete industry certifications relevant to marketplace and ecommerce operations, I'll add them here as they come in.