Tom Williams
Tom heads the development team at iWeb and leads the data practice across PIM, search relevance, product data and operational commerce systems. He writes about migration economics, punchout, catalogue structure, order-management complexity, and the product-data decisions that quietly shape platform performance long before launch. Particularly focused on B2B operational reality and AI-ready commerce data.
- Notes published
- 18
- First note
- 12 Sept 2024
- Latest note
- 8 Jul 2026
- Contributing since
- 2024
- Platform architecture
- Magento
- Adobe Commerce
- ERP integrations
- Performance
- Delivery
- Managed support
- Platform quality
Everything Tom has filed.
Order management for trade buyers: the OMS questions that decide platform selection
For trade and B2B buyers, the order is a complex, long-running process. Choosing a commerce platform hinges on first answering the hard questions about your order management system strategy.
How to budget a Magento to Adobe Commerce migration in 2026
Budgeting an Adobe Commerce migration on the old Magento spreadsheet is the single most reliable way to underprice it. Here is the model that actually survives contact with the build.
Punchout in 2026: what cXML still gets right and where OCI breaks
A practitioner view of cXML and OCI in 2026: where the verbosity of cXML earns its keep, where OCI breaks in production, and how to plan a punchout integration that survives audit.
Magento 2 end-of-life: the migration paths that survive contact with reality
Magento 2 EOL is not a single deadline. It is a sequence of architectural decisions that have to survive ERP, trade accounts and a finance team that is no longer interested in heroics.
How to make Adobe Commerce easier to maintain
Maintaining an Adobe Commerce platform effectively requires strategic development and operational practices. We cover technical debt, performance, and stability.
The risk of rebuilding around edge cases
Rebuilding around edge cases in commerce development often diverts resources from core functionality, creating technical debt and project delays. Prioritise based on actual business value and user impact.
How to plan an ecommerce MVP properly
A well-planned ecommerce MVP focuses on core functionality, technical feasibility, and measurable objectives, enabling strategic iteration and validated growth.
How to keep a replatform commercially grounded
Replatforming commerce requires close alignment with commercial objectives. This guide covers how to keep your project commercially grounded and deliver measurable value.
Why launch is not the finish line for commerce projects
Launching a commerce site is just the beginning. Ongoing maintenance, security, and optimisation are critical for sustained performance and growth.
The platform is rarely the first problem
When commerce operations falter, the platform is often blamed. We find the real problems are usually process, people, or data related, not the tech.
Quote-to-cash in B2B commerce: where the storefront ends and the ERP begins
Understanding the division of labour between your B2B storefront and ERP for quote-to-cash is critical for operational efficiency and revenue recognition.
Why project ownership matters more than platform choice
Platform choice is secondary to dedicated project ownership. Effective internal teams, clear roadmaps, and strategic alignment drive commerce success.
Why the best ecommerce agencies say no earlier
Senior ecommerce agencies often decline prospective projects early. This practice ensures alignment, protects specialised teams, and prioritises long-term success over short-term gains.
Why platform debates waste time when the operating model is broken
When the operating model fails, even the most advanced platforms will underperform. We examine why focusing on technology over process and governance wastes time and resources.
Idempotency keys across ERP boundaries: the small contract that prevents large outages
When integrating commerce platforms with ERPs, idempotency keys offer a simple, verifiable contract to prevent duplicate processing, crucial for data integrity and stability.
What a good commerce partner should challenge before taking the brief
A commercial partner's value isn't just in execution, but in pre-brief challenge. We highlight key areas where a partner should push back to ensure project success.
Stock truth in distributed commerce: when the ERP lies and the storefront has to know
Addressing stock discrepancies in distributed commerce systems where the ERP's data may not reflect reality requires careful integration and clear strategies for defining truth.
The honest version of ecommerce discovery
Effective ecommerce discovery provides clear direction, mitigates risks, and avoids expensive project failures. It's a structured investigation, not just a quote-gathering exercise.