Magento 2 eCommerce management, automation & new brand launch
Pump Sales Direct & Pumpify
Managing and improving an established Magento 2 eCommerce business while launching a new sister brand, product catalogue and marketplace operation.
- Role
- Website & eCommerce Manager
- Platforms
- Magento 2 · eBay · M2E Pro
- Core areas
- eCommerce Management · Technical Delivery · SEO · AEO · CRO · AI Automation · Product Data · Marketplace Integration
Project at a glance
26,000
Products across both storefronts — around 13,000 each — with content created for the catalogues
2
Magento 2 storefronts managed
1
New eBay sales channel launched
End-to-end
Website, catalogue, infrastructure, payments and marketplace delivery
Overview
Two stages of eCommerce, at once.
Pump Sales Direct was an established Magento 2 business needing continuous technical, commercial and search optimisation. Pumpify was a new sister brand needing a storefront, differentiated product content, technical configuration and marketplace presence.
Maintain and improve an established eCommerce operation while helping build a second one from the ground up.
Pump Sales Direct · Established operation
Running and improving an established store
Magento 2 management
Day-to-day management and development: resolving technical issues, implementing changes and coordinating external development support.
Product management
Adding and updating products, maintaining catalogue information and improving how products were presented.
SEO & AEO
Continual improvement of product, category, landing-page and supporting content for organic search and answer engines.
Promotions
Promotions, campaign pages, landing pages and supporting website content.
Content
Blog content and informational pages supporting visibility, customer journeys and product discovery.
Order-system troubleshooting
Investigating problems affecting the flow of orders and information between Magento and Sage.
Conversion optimisation
Extracting more commercial value from existing traffic.
- Related products
- Cross-sells
- Upsells
- Merchandising
- Trust signals
- Customer reviews
- Journey improvements
Trustpilot in the buying journey
Surfaced customer trust signals closer to purchase decisions — in the header, basket and checkout. A further checkout-stage upsell concept was scoped as a future CRO improvement.
- Header
- Basket
- Checkout
Pumpify · New sister brand
Building the Pumpify eCommerce operation
Agency management
Managed communication between internal stakeholders and the external Magento development agency.
Testing & QA
Reviewed functionality throughout the build and tested the website before launch.
Responsive testing
Checked behaviour across desktop and mobile and identified issues to resolve.
Bug management
Logged, communicated and followed through technical and UX problems with the agency.
Scope management
Reviewed proposed additional charges and challenged work that fell within the agreed scope.
Launch readiness
Covered technical, content and operational requirements so the site could run as a real eCommerce operation.
Featured · Product data pipeline
Building a 26,000-product catalogue
Writing unique, useful content by hand for around 13,000 products on each storefront — 26,000 in total — was unrealistic. Instead I designed a semi-automated workflow combining Magento data, manufacturer information, web scraping, AI and spreadsheet automation.
- 01Magento catalogue export
- 02SKU + manufacturer identification
- 03Manufacturer website research
- 04Web scraping
- 05Descriptions, technical information & images collected
- 06Existing Magento attributes merged
- 07AI content processing
- 08Spreadsheet cleaning & transformation
- 09SEO / AEO / GEO optimisation
- 10Magento-compatible import data
26,000 enriched products across both storefronts
Existing Magento data — SKUs, manufacturer details and attributes — was the starting point. SKU and brand information located manufacturer sources, and scraping collected descriptions, specifications and imagery.
This was merged with Magento attributes such as voltage and capacity. AI and spreadsheet automation then cleaned, restructured, enriched and rewrote the data into a consistent format, transformed for Magento import.
The objective was not simply to generate more copy. It was a scalable product-data workflow combining multiple sources into richer, differentiated and consistently structured product pages.
Search strategy
Creating a distinct search presence
- Unique product content
- Category content
- Landing-page content
- SEO-focused copy
- AEO
- GEO
- Structured data
- Schema
- Informational content
Operational pages
Launch also covered terms and conditions, GDPR and cookie information, and other customer-facing operational content.
Technical setup
Infrastructure, payments and email
Cloudflare
Configured Cloudflare around the Pumpify website.
- DNS
- Website security
- Firewall rules
- Caching
- Performance
- Website protection
Google tracking
Configured the Google tagging and analytics setup so activity on the new website could be measured correctly.
Elavon payment gateway
The Magento payment extension was already installed. I configured and tested the existing integration and completed the connection to Elavon.
- Extension configuration
- Elavon account connection
- Integration credentials
- Magento payment settings
- Transaction and checkout testing
- Payment verification
SMTP
Configured SMTP so Magento transactional emails were delivered correctly, then tested sending.
- Order emails
- Customer emails
- Transactional messages
Marketplace expansion
Taking Pumpify onto eBay
- Magento 2
- M2E Pro
- eBay
eBay account setup
Created and configured the seller account for the new sales channel.
eBay Shop
Created and configured the branded Pumpify eBay Shop.
Marketplace policies
Business policies, delivery, returns and listing configuration.
Magento integration
Configured the connection between Magento 2 and eBay using M2E Pro.
Product listings
Prepared catalogue information for eBay and published products through M2E Pro.
Fees, margin & profitability
Reviewed selling fees and assessed margins across product ranges.
This was not simply a product-feed exercise. Marketplace fees and product margins determined which ranges were commercially viable to sell through the channel.
Across both websites
Improving the wider eCommerce experience
Doofinder
Implemented across both Magento websites to improve internal search on large catalogues.
Live chat
Introduced website chat functionality across the eCommerce estate.
AI-assisted chat
Supported AI-assisted customer conversations alongside human interaction.
CRM handoff
Passed website conversation enquiries into the company CRM for sales-team follow-up.
My involvement
Where the work sat
eCommerce management
Ownership of website performance, catalogue activity, promotions and customer experience.
Magento 2
Hands-on management, configuration, troubleshooting and coordination of development.
SEO, AEO & GEO
Search-focused improvements across products, categories, landing pages and content.
CRO
Related products, cross-sells, upsells, Trustpilot and customer-journey optimisation.
Automation
Large-scale product-data enrichment using scraping, AI and spreadsheet processes.
Product data
Exporting, cleaning, enriching, transforming and importing large catalogues.
Technical delivery
Cloudflare, analytics, payments, SMTP and third-party integrations.
Agency management
Development, QA, bugs, requirements, feedback and project scope.
Marketplace management
eBay setup, M2E Pro integration, listings, fees and margins.
Technology and capabilities
- Magento 2
- M2E Pro
- eBay
- Cloudflare
- Doofinder
- AI
- Web Scraping
- SEO
- AEO
- GEO
- CRO
- Schema
- Structured Data
- Google Tagging
- CRM Integration
- Elavon
- SMTP
- Product Data
- Spreadsheet Automation
- Agency Management
Summary
Two different eCommerce challenges
Pump Sales Direct shows ownership of an established operation, continually improving its technical, commercial, content and search performance.
Pumpify shows taking a new brand from development through catalogue creation, automation, search, technical configuration, payments, infrastructure, marketplace expansion and launch.
Together: hands-on technical delivery combined with eCommerce management, digital marketing, automation and commercial website ownership.
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