Welcome. I am Robbie Shawn—an e-commerce executive, growth strategist, and entrepreneur with 15+ years of experience scaling brands from early traction to $35M+ annual channels. I am also the founder and owner of Hoot Commerce.
Executive • Founder • Family Man
Passionate about building resilient businesses, creating long-term value, and passing down a legacy of innovation, integrity, and relentless work ethic.
Over the past 15 years, my career has been defined by solving high-stakes growth and operational challenges for category-defining DTC brands. From building multi-channel infrastructure for ISLE Surf & SUP to designing headless platforms for Solo Brands and defending brand IP at LifeProof, I operate at the intersection of executive strategy, performance marketing, and enterprise technology.
Beyond business metrics, this site serves as a personal record—a chronicle of work, values, and leadership principles built to inspire future projects, connect with industry leaders and recruiters, and share a lasting legacy with family and colleagues.
Founder & Owner
Founded Hoot Commerce as an independent e-commerce research lab and executive consultancy. Advising mid-market to enterprise brands ($5M–$50M+ GMV) on NetSuite ERP integration pipelines, multi-channel growth, and profit margin optimization.
E-Commerce Leadership & Channel Operations
Directed multi-channel digital growth and operations, scaling channel velocity past $35M+ annually across Shopify, Amazon (US/UK/EU), and global marketplaces. Integrated 3PL networks, automated ERP data flows, and managed multi-million-dollar acquisition budgets.
Systems Architecture & Headless Innovation
Architected headless e-commerce builds using Shopify Hydrogen for Solo Stove, Chubbies, and Oru Kayak. Engineered custom 3PL fulfillment middleware, NetSuite ERP connections via Celigo, and optimized edge load times.
Marketplace Strategy & Brand Protection
Formulated early Amazon strategy, implemented counterfeit seller elimination protocols via Brand Registry gating, and drove high-margin channel expansion leading up to LifeProof's acquisition by OtterBox.
P&L management, multi-channel P&L modeling, team leadership, paid acquisition scaling (Google, Meta, Amazon Ads), and conversion rate optimization.
Oracle NetSuite ERP design, Celigo iPaaS data flows, Shopify Plus/Hydrogen headless builds, WooCommerce HPOS, and automated 3PL integrations.
Amazon SP-API automation, Amazon Marketing Cloud (AMC) analytics, brand protection, buy box defense, and international marketplace expansion.
Monolithic SaaS platforms like standard Shopify Plus or Magento/Adobe Commerce offer speed to market, but they eventually impose a performance...
Upgrading to Oracle NetSuite is often pitched as the ultimate operational milestone for brands scaling past $10M GMV. Yet, over...
Scaling an e-commerce brand from $1M to $10M GMV is a marketing challenge. Scaling from $10M to $50M+ GMV is...
Hoot Commerce is my independent e-commerce research lab and executive advisory practice. We build technical playbooks, optimize unit economics, and engineer integration middleware for $5M–$50M+ GMV brands.
Visit HootCommerce.com →SYSTEMS & ADVISORY
Research • Architecture • Margin Optimization
Whether you are an executive recruiter, brand founder, board member, or industry colleague, I am always open to discussing strategic opportunities, executive leadership, or advisory roles.