Lee GroenewegenTransformation leadership
Owning Shopify Plus programmes from roadmap to go-live: bridging commercial requirements and technology, and coordinating internal teams, third parties and implementation partners.
Shopify Plus · Enterprise commerce · AI
Leading enterprise Shopify Plus transformations, from strategy to launch.
I'm Lee Groenewegen, Shopify Tech Lead at fusefabric, a Shopify Platinum Partner. I lead complex Shopify Plus programmes for enterprise brands: re-platforming, multi-market architecture, and the teams, workflows and governance that get them live and keep them healthy.
What I do
Where technology, delivery and the business meet.
The hard part of a Shopify Plus programme is rarely the code. It's aligning stakeholders, partners and teams around an architecture that will still work after launch.
Enterprise architecture
Multi-market and multi-store structures, shared themes, integrations, checkout and admin extensions, and the release workflows that let large teams ship safely.
AI in commerce delivery
Helping teams adopt AI agents with control: structure that agents can work with, guardrails for shared code, and clear ownership of what changed and why.
Selected programmes
Enterprise transformations, led end to end.
Shopify transformation for a well-known British lifestyle brand
Tech Lead on Crew Clothing's Shopify transformation, leading a team of developers and shaping the technical direction of the programme.
One of Europe's largest online re-platforms to Shopify Plus
Promoted to Tech Lead during the programme. Led the development team through a custom theme, checkout, admin UI and customer account extensions, and connected services built on Mechanic and the Admin API.
Platform migration for a leading womenswear brand
Led frontend delivery for the move to Shopify Plus, including a Vue.js integration with Attraqt for search and merchandising, and the migration of complex catalogue and customer data.
How I lead
Structure first, so teams can move fast.
Translate, don't just build
Turn operational and commercial problems into architecture that technical teams, partners and stakeholders all understand.
Design for the release after launch
Separate shared code from store-specific content, and make every release repeatable across markets.
Make the team stronger
Clear standards, considered code review and mentoring, so quality doesn't depend on any one person.
Automate the busywork
Shopify Flow, Mechanic and, increasingly, AI agents, used where they reduce risk rather than add it.
Current thinking
Notes on Shopify, AI and enterprise teams.
Is Shopify's opinionated architecture one of its greatest strengths during a migration?
A migration is a chance to revisit established processes rather than recreate the old platform. The architectural challenge is knowing where to embrace Shopify's conventions, where to extend them, and where business requirements justify a different approach.
Why Shopify can't write checkout data to your customer record, and the pattern that fixes it
Checkout UI extensions can't write to the customer, and guest checkouts don't have one yet. The order is the bridge: capture data in an order metafield, then move it to the customer through the Admin API with webhooks, Shopify Flow, Mechanic or a custom app.
AI agents, the {% block %} preview, and keeping control of shared themes
If page structure moves into Liquid, agents can read and change pages more easily. For brands running several stores from one theme, AI could make good structure matter more, not less.
Shopify might be changing how themes are built, with AI agents in mind
A first look at the new {% block %} Liquid tag, and why a page defined in one readable file matters for coding agents.
Connect
Always happy to compare notes on Shopify, enterprise delivery and AI.
I share what I'm learning on LinkedIn, and I'm always glad to hear from others working on large Shopify programmes.