The Founding Fathers
On 12 February 2018, co-founders John Cave and John Oram officially started Shoptimised.

For retailers and agencies who want smarter, more sustainable growth and complete clarity on what's driving it. We optimise feeds, budgets, and visibility in real time, so every product gets a fair chance to perform.
We built Shoptimised because we were frustrated by tools that leave retailers alone with a dashboard and a help doc. Smart software matters. The difference is having people who understand your business, challenge your thinking, and stand behind the results.
Everyone at Shoptimised has spent time in the trenches. We know how campaigns break, how feeds fail, and how easy it is to optimise the wrong things. That experience is built into how we work, how we communicate, and how we measure success.
We don't hide behind jargon. We explain things simply. And we speak like partners not salespeople.
We’ve built the client experience around one simple idea. You should feel supported, not chased.
On 12 February 2018, co-founders John Cave and John Oram officially started Shoptimised.
You cannot launch a SaaS business without software, so Shoptimised 1.0 went live. It was built to solve PPC management challenges, with Feed Optimisation at its core.
Shoptimised became one of the first businesses to secure Google CSS Partner status after the programme launched.
Shoptimised had already seen strong results helping retailers sell products that were not moving through a combination of our software and CSS network. Incremental Sales launched as an official service.
Following our beta testing and collaboration with Google, they published a case study showing how Shoptimised could help shift non-moving stock.
As our client base grew, so did the platform. Shoptimised 2.0 launched in February 2020 with a fresh look and new features to match.
After a period of rapid growth, Shoptimised was recognised as a Premium CSS Partner.
Retailers wanted access to a CSS network that matched their brand guidelines and looked the part. So we launched Find The Trend, giving premium fashion retailers a CSS option that worked for performance without compromising brand.
After years of growth and iteration, Shoptimised 3.0 launched. It gave us faster feed caching, stronger performance, and the ability to scale further than ever.
Recognising both the growth to date and future potential, LDC invested in Shoptimised and joined us for the next chapter.
Not aspirational. Not decorative. This is the standard we hold ourselves to, and what customers should feel when they work with us.

A team that works closely across product, performance and success, focused on helping retailers get more from their catalogue.
I focus on shaping the direction of our platform to ensure we’re building the right technology to help retailers and agencies grow. I work closely with Directors across Finance, Development, Product, Performance and Sales to turn data…
I essentially oversee all teams that look after existing business and internal operations, including the Performance, Success, Product, and Marketing departments. But, I might be better known for being the office dog babysitter.
I set the technical direction, keep the platform running, and make sure we are building things that actually help our customers. The team relies on me to unblock problems, make decisions quickly, and occasionally remind everyone that "it…
I'm responsible for the day to day finance activities along with all things investor related.
I oversee the Business Development & SaaS Success teams at Shoptimised. A lot of my role is about making sure we’re bringing in the right customers, supporting the team and driving the processes to ensure continued growth across the…
I'm responsible for making sure that everything we do as a business is financially tracked and recorded correctly. I help customers and the team by making sure their billing, budgets and spending are accurate and timely; always having the…
I mainly look after invoice payments here at Shoptimised, monitoring who owes money, how much is due, and when it needs to be paid. I bridge the gap between sales, who generate the revenue, and finance, who track the cash.
I focus on helping clients get the most from their ad spend through smart budget strategy, growth opportunities, and well-timed uplifts. I like keeping things clear, proactive, and always moving forward.
I’m there to help our legacy clients find the next opportunity, whether that is smarter budget planning, stronger forecasting, or unlocking more from Incremental over time. I’ve always got my lippy on and a hot water bottle nearby!
I spend my time at Shoptimised focused on ensuring our clients’ campaigns are performing at their absolute peak. I dig into the data to find those marginal gains that drive better results, making sure every penny of a budget is working as…
My work helps customers drive revenue growth with their accounts.
As a member of the Performance team, my role is to generate revenue for our clients through our Feed Optimisation platform and Incremental Sales software. When I’m not working in accounts or on feeds, I spend my time as the office’s…
I run Incremental campaigns for my clients, optimising product feeds, unravelling the mysteries of Google Ads, and always looking for ways to improve ROAS. I’m the resident Scottish person in the office, and I won’t let you forget it.
I help set new clients up on the platform when they join us, carrying out the initial feed optimisation and supporting them through their first 90 days. After a lot of practice over the years, I also help the wider team where needed, all…
I help manage and improve the Shoptimised platform by building new features that make things better for our customers and easier to use day to day. Part-time office DJ, winner of Shoptimised’s Best Cuppa Award 2021, very below-average…
I’m the lead developer at Shoptimised. I help keep the team focused and moving, making sure the right problems get solved in the right order. I’ll also always find a reason to open the queue dashboard one more time before logging off.
I build and maintain all of our websites, fix system issues, and handle requests from customers and the team for changes and new features. I’m known for being a little unapproachable at first, so people often ask Jordi instead. Starting a…
I look after quality assurance for everything the development team works on, from testing new features before release to running regression tests that keep the product working with the latest browser technologies.
I work on building new features and fixing issues to keep improving the platform. That helps customers by giving them more ways to optimise their product feeds and making everything run a bit more smoothly. I tend to keep a few snacks in…
A big part of my role is training the team and helping them develop their skills, while also making sure clients feel confident coming on board with us to sell their non-converting products through our Incremental Sales solution.
Aside from my actual job, I hand out daily beatings on FIFA, pool, and table tennis.
I bring new clients into the business and like to keep things open and honest from the start. The clients I work with seem to appreciate that.
I’m new to the SaaS sales team here at Shoptimised and enjoying getting to know a new product, a new industry, and bringing in plenty of new business.
No sales scripts. No pressure. Just an honest conversation about where you are and where you want to get to.
