Ecommerce for Businesses Whose Product Catalog Is More Complicated Than the Platform Expected.
100+ ecommerce builds over 25 years. Not theme installs.
Most ecommerce agencies are built around a single platform. Shopify Plus, BigCommerce, a custom WooCommerce stack. Pick one, train a team on it, and fit every client into that shape.
That model works for businesses whose product catalog is simple. It stops working the moment the catalog has real complexity: compatibility relationships, chained selectors, brand-model-year logic, custom fitment data, large catalogs that need to stay fast, or integrations that pre-date the platform’s API assumptions.
Rofsky was doing ecommerce before most of today’s platforms existed. One of the earliest multichannel integrations I built, syncing an automotive accessories catalog between a website and an eBay store with checkout working in both directions, was in 2005, before marketplace APIs were standard. That work led to more automotive ecommerce referrals. The pattern has continued for 20 years: businesses with product complexity that off-the-shelf platforms handle poorly find their way here.
The Work
Custom WooCommerce Development
WooCommerce used as an application platform: custom product types, variation logic that goes beyond what the standard UI supports, performance work on large catalogs, checkout customization, subscription and recurring revenue, multichannel sync. Built from the application layer up, not plugin-stacked.
Custom Product Selectors and Filter Logic
Vehicle selectors with year/make/model/trim chaining. Brand and compatibility filters for parts, accessories, and industrial products. Custom fitment databases. Ink and toner printer-model selectors. Filter logic that actually handles the product relationships your business has, rather than flattening them into categories.
Large-Catalog Performance
Catalogs with 10,000, 100,000, or more SKUs where the standard platform defaults break down. Database indexing, query optimization, caching architecture, search performance, category page render times. Making ecommerce fast when the product count says it should not be.
Multichannel Ecommerce Integration
Syncing products, inventory, orders, and fulfillment across the website, eBay, Amazon, Walmart, Google Shopping, and other channels. Handling the edge cases that only show up in production: partial syncs, channel-specific attributes, inventory race conditions, listing rejections.
Legacy Ecommerce Platform Support
Older Magento, OSCommerce, custom cart systems, proprietary platforms from the pre-Shopify era. Stabilization, migration planning, or rebuild, depending on what actually serves the business.
Custom Ecommerce Applications
When off-the-shelf platforms do not fit: wholesale portals with account-specific pricing, B2B quoting systems, configurator-driven products, custom checkout flows for regulated industries. Built to match how the business actually sells.
Where This Fits
Rofsky does not compete with Shopify theme agencies. If the work is “install a theme, configure products, launch,” that is available at agencies with lower rates, and it should be hired that way.
Rofsky competes where the product catalog, the integrations, the data volume, or the customization requirements go beyond what template-driven work can handle. That is where 25 years of ecommerce experience is actually worth hiring.
How the Work Is Structured
Project engagements for new builds, major customizations, and platform migrations: $3,500–$8,500/month for a typical 3–6 month engagement. Total cost predictable before work begins.
Technical Operations Partner for ongoing ecommerce operations, including platform maintenance, performance tuning, new feature development, integration management: $5,000–$15,000/month.
On-demand for specific problems, architectural consultation, or pre-purchase platform evaluation: $175–$250/hour.
Appropriate for businesses whose ecommerce is central to the operation and benefits from embedded senior technical support. The person who builds it is the person who maintains it. No handoff to a support team, no re-explaining how the system works every time something needs attention.
Common questions
- What ecommerce platforms does Rofsky work with?
- WooCommerce primarily. Custom builds where the off-the-shelf platform will not fit. Past work includes multichannel integrations (website, eBay, Zoovy) with cross-channel checkout.
- Can you migrate from Shopify, BigCommerce, or Magento?
- Yes. Migration scope depends on catalog size, URL structure preservation, and third-party integrations in place.
- What about WooCommerce performance at scale?
- WooCommerce runs fine past 10,000 SKUs and 1,000+ daily orders with proper caching, database tuning, and object cache configuration.
- Do you handle payment gateway setup?
- Yes. Stripe, Authorize.net, PayPal, and industry-specific processors. Rofsky does not handle PCI-scope credit card storage; compliant processors are used instead.
- Can you build custom checkout flows?
- Yes. Subscription billing, quote-to-order, B2B net terms, regional pricing, multi-currency.
- What about inventory sync across multiple sales channels?
- Yes. Historical work includes Zoovy, eBay, and direct marketplace integrations going back to the early 2000s.