Pavlo S.

I'm Paul — a WooCommerce developer and technical architect. I build and scale high-traffic WooCommerce stores: custom development, speed optimization, and the performance work that keeps a store fast under real load.

Over 10+ years I've built and maintained WooCommerce stores doing $2M+/month, and helped build a platform that grew from $0 to $80M a year. Growth is usually a technical problem in disguise — the store that can't scale is almost always held back by a setup that was never built for it. Most of my clients don't need a freelancer to knock out a task. They need someone who can see the whole system and own the result.

As a WooCommerce developer I work across custom plugin development, WordPress performance, WooCommerce speed optimization, and custom checkout and subscription builds — the things off-the-shelf plugins can't do. For high-traffic stores, that sometimes means moving critical logic (inventory, pricing, order processing) out of WordPress into dedicated NestJS microservices, so WooCommerce stays the storefront and the heavy lifting happens elsewhere.

What I work on:
— WooCommerce development and custom builds: checkout, subscriptions, pricing logic, custom plugins.
— Performance engineering: caching, database queries, and server work that keep a store fast and stable on its busiest day.
— Fixes and rescues: downtime, hacks, malware, sites that fall over under traffic.
— Tracking: GTM, GA4, Meta, and Triple Whale, set up so the numbers are right.
— Technical leadership: acting as a de facto CTO — leading dev teams, reviewing code, owning architecture.

A few examples:
A store came to me profitable but constantly going down and getting hacked — messy plugins, a misconfigured server, failing Core Web Vitals. I cleaned up the server, closed the security holes, and got PageSpeed and Core Web Vitals into the green. Once it was stable and fast, the marketing could finally do its job, and revenue grew 60% that year.

A high-risk US merchant needed things WooCommerce didn't do yet. I built a multi-step checkout, mini-cart, upsells and bundles back in 2018–19, plus custom inventory, forecasting, a custom ERP, and high-risk payment gateways with failing-order recovery. They became the largest store in their niche.

A venture-backed company running thousands of connected devices across North America had a site that fell over at ~100 concurrent users. It wasn't traffic — no caching and a badly configured server. I rebuilt it to hold under real load.

That's the pattern in most of my work: the business is ready to scale, and the setup is what's holding it back.