Heddwyn Coombs
Heddwyn co-founded iWeb and leads creative and digital direction across the agency. Adobe Commerce architect since the Magento 1 era, he writes the strategy notes on platform choice, headless, agentic checkout, AI for commerce and the trade-offs leadership teams hit when modern tooling meets operational reality. Opinionated about data structure, design systems and catalogue size, cautious about unnecessary frontend complexity, and focused on work that stays commercially manageable over time.
- Notes published
- 13
- First note
- 6 Sept 2024
- Latest note
- 4 Jun 2026
- Contributing since
- 2024
- UX
- Frontend
- Accessibility
- Design systems
- AI for commerce
- Automation
- Product data & PIM
- Commercial strategy
Everything Heddwyn has filed.
Builders merchants on mobile: what site search has to do that nobody talks about
On-site search for a builders' merchant needs to act as a precision tool, not a discovery engine. It must parse complex trade vernacular to succeed, a challenge most platforms are not built for.
AI for B2B ecommerce: where to start safely
Integrating AI into B2B ecommerce requires a structured approach to data, security, and measurable outcomes. Identify low-risk, high-value applications first.
Why agentic checkout pilots fail in B2B and what the second attempt should fix
Agentic checkout in B2B is failing at the pilot stage for predictable reasons. The second attempt has to start from a different premise about the buyer.
Adobe Commerce vs Shopify Plus when the deciding factor is trade-account credit
For trade-led businesses, the platform decision is a credit and reconciliation decision. We look at where Adobe Commerce and Shopify Plus actually break under that load.
The hidden cost of letting product data stay messy
Poor product data introduces inefficiencies across commerce operations, eroding profitability. We examine the true costs and pathways to resolution.
Why most B2B ecommerce projects are actually data projects
Most B2B ecommerce projects are data challenges in disguise. Success hinges on robust data integration, not just frontend features. Prioritise data strategy.
The role of AI in commerce delivery without the nonsense
A practical guide to integrating AI in commerce delivery, focusing on tangible benefits and avoiding speculative applications. Prioritising real-world problem-solving.
The danger of designing around perfect product data
Designing commerce platforms around the assumption of perfect product data creates technical debt and operational issues. Build for reality, not an ideal state.
Why AI will expose weak ecommerce data faster than ever
AI will accelerate the exposure of poor ecommerce data. Organisations must address data quality to prevent AI projects from failing and to remain competitive.
Evaluation harnesses for commerce LLM features: the bit nobody ships
Evaluating LLM features in commerce requires dedicated infrastructure, not just ad-hoc testing. This piece outlines methods for robust, continuous evaluation as key to real-world reliability.
In conversation with a frontend lead: the design system decisions that paid back for three years
A frontend lead discusses design system decisions that maintained efficiency and reduced tech debt over a three-year period, focusing on componentisation and testing strategies.
Accessible faceted search on Adobe Commerce: keyboard, screen reader and the patterns that pass audit
Accessible faceted search on Adobe Commerce is critical. We examine ARIA patterns, keyboard navigation, and WCAG compliance to ensure audit success.
The case for fixing product data before redesigning the website
Poor product data undermines website redesigns. We examine how pre-emptive data remediation improves project efficiency and overall commerce success.