Work

Growing up in Wiltshire

I grew up on a farm in Wiltshire with my two brothers.

With my brothers

The three of us on the farm in the 1990s.

• The three of us, by this wall

Social and Political Sciences, then Management Studies

I studied Social and Political Sciences at Cambridge, graduating with a first in 2009. I then spent a year studying Management at Cambridge Judge Business School, with papers in economics, innovation and strategy.

2020 Delivery · 2010–2013

I joined 2020 Delivery as its fourth employee and worked on strategy and operational improvement with NHS clients. Over three years, I progressed from Junior Consultant to Senior Consultant.

Lloydspharmacy Online Doctor · 2013–2014

My first product role was at Lloydspharmacy Online Doctor. I managed products and the data team, reporting to the CEO, and covered as interim Chief Executive for two and a half months.

Launching services across Europe

I joined Zava in 2015, working across marketing, country management and product before becoming CPO in 2017. I helped launch the service in France and a partner service with Superdrug in Ireland. The work involved building online medical services within very different national regulations.

• Le Parisien on the France launch
• The talk: building health products when the rules are still being written (2020)

  Open video
• Mind the Product's write-up of the talk

Building the product team

As CPO, I led 18 product managers, designers and researchers across seven cross-functional teams. We built a medical recommendations engine and native mobile apps for a service with more than a million paid active users.

• CQC inspection report

€28m Series A

I co-led the 2019 Series A with the CEO and led the financial modelling.

• TechCrunch on the raise (2019)

Product for the interiors trade

As VP Product, I led product management and design at ePorta, a B2B marketplace with more than 2,000 sellers in over 80 countries. Interviews with more than 50 trade buyers helped us decide what to build next.

Building Tradehub

I developed and led the product strategy for Tradehub, a B2B commerce platform combining sales conversations, transaction tools, a website builder and product information management. ARR grew 850% in eight months.

• Tradehub, zero to one

Joining Shopify

Shopify acquired ePorta in 2021. I joined Shopify that November.

• Business of Home on the acquisition

Shopify Collective

I led the team that took Shopify Collective from concept to launch in 2023. It lets retailers sell products from other Shopify brands without buying inventory upfront. My work included product discovery, payments, invitations and support for flash sales.

• Summer '23 Edition announcement
• The launch reaction (TikTok)

Launching with merchants

I helped develop Collective's go-to-market strategy, including the launch with Drake Related. We also powered Black Owned Everything, which won a Webby in 2023.

• @drakerelated announcement
• Shopify case study
• Webby Awards 2023

Shopify Product Network

More recently, I worked on Shopify Product Network. It recommends products from other Shopify brands inside a merchant's store and lets shoppers buy from multiple brands in one checkout.

• My Product Network launch post

Shop Skill and AI commerce

I've worked on embeddings-based product search and, more recently, Shop Skill: bringing product search, checkout, order tracking and returns to personal AI agents. I wrote about what we built and how I use it in June 2026.

• Shop Skill — your personal shopper

Life in London

I live in South London with my wife and two children.

Get in touch

You can find me on LinkedIn or send me an email.

• LinkedIn
• X / @joerj
• joerinaldijohnson@gmail.com