Who I am, and why I'm building Springspot

I’m Will Vinton. I’ve worked in ecommerce for about eighteen years.

Most of that time has been spent on the parts of the business customers never see: platforms, catalogs, integrations, site builds, and the teams and vendors that keep them running. I’ve worked deeply on Shopify, Magento and Salesforce Commerce, and my consulting work has been behind more than $1.5 billion in realized ecommerce revenue.

Today I direct ecommerce and consult across multiple brands, including a portfolio of my own. That mix keeps me close to both sides of the problem: the team that has to run the store every day, and the owner who has to pay for it.

What I’ve seen

Across platforms and company sizes, one pattern keeps repeating: the business wants to move faster than its dependencies allow. Every change waits on someone: an agency, a developer, a designer, an email specialist. The bigger the business, the longer the queue.

For most of my career, the answer was to hire more specialists or find better vendors. That helped, but it never changed the shape of the problem.

Why now

AI connected to the tools a store already uses changes the shape of the problem. When Claude can work inside Figma, Shopify and Klaviyo, a lot of the specialist-shaped work between an idea and a live change can be done by the operator who had the idea.

That only works if the foundations are in place. Springspot is my name for the point where they are.

Why I’m the one writing this

I’m not writing from the sidelines. I’m building to Springspot at my own brands right now, and I’ll share what works, what breaks and what it actually takes, including the parts that don’t make it into a highlight reel.

If you run a store, solo or with a small team, this is written for you.