About Cape Wired
Ecommerce expertise built by operating real businesses
Cape Wired is a founder-led Shopify, ecommerce SEO and Generative Engine Optimisation consultancy built on more than a decade of hands-on experience launching, growing and selling online businesses.
A different kind of ecommerce consultancy
Built by someone who has been responsible for the whole operation
Cape Wired was founded by Daniel Jones after more than a decade spent building and operating product-led ecommerce businesses.
That experience has covered far more than website design. It has included product sourcing, supplier relationships, catalogue management, copywriting, SEO, advertising, email, customer service, fulfilment, Amazon, conversion improvement and business exits.
Cape Wired brings those disciplines together. The aim is not simply to make a store look better, but to improve how it is understood, operated, discovered and used by customers.
- Practical recommendations grounded in operating experience.
- Strategy and implementation handled as one connected process.
- Direct communication without layers of account management.
- Clear priorities shaped around the commercial problem.
Ecommerce experience that began before Cape Wired existed
Daniel began working seriously with ecommerce in 2014 while rebuilding the independent TENGA UK store from Joomla to Shopify.
The store grew from a small catalogue with no existing traffic into a substantial specialist retailer, reaching £360,000 in peak annual net sales before its digital assets were acquired by the brand's European subsidiary.
Daniel Jones Founder, Cape WiredExperience behind the consultancy
More than a decade of ecommerce work across different markets
Cape Wired's approach has been shaped by building, migrating, optimising and operating active ecommerce businesses rather than working only with theoretical models or development environments.
The journey to Cape Wired
Experience built through doing the work
2014: rebuilding TENGA UK
An underperforming Joomla store was rebuilt on Shopify, with Daniel taking responsibility for the whole commercial operation from day one.
Growing a specialist ecommerce business
TENGA UK grew into a substantial specialist retailer and became the brand's official UK retailer on Amazon — see the full growth story in the case study below.
Launching RUNESILK
Daniel founded an independent beard-care brand, developing everything from product formulation through to Shopify, Amazon and organic-search strategy.
Acquiring and rebuilding LowCostBeer
An ageing WooCommerce operation was migrated to Shopify and repositioned around direct brewery relationships and new commercial formats.
2024–2025: completing the TENGA UK exit
After almost ten years of independent operation, the business was acquired by TENGA's European subsidiary.
Founding Cape Wired
Cape Wired was created to bring this operational experience to product-led businesses that need joined-up support across Shopify, ecommerce SEO, content and AI-search visibility.
How Cape Wired works
Six principles behind every project
Understand the business first
Recommendations should reflect the products, customers, margins, operational constraints and actual commercial priorities.
Build for the operator
A store should be manageable after launch. Product updates, campaigns and routine changes should not require a developer every time.
Connect strategy with implementation
Good advice creates little value when it remains inside a report. Cape Wired can carry the work through into live pages and systems.
Prioritise substance
Clear positioning, useful content, accurate product information and strong customer journeys matter more than decorative complexity.
Use AI responsibly
AI supports research, drafting and development, but important content and commercial decisions still require informed human review.
Be honest about results
Search, GEO and ecommerce outcomes cannot be guaranteed. Progress should be measured within the context of the business and market.
What Cape Wired does
Three connected services for product-led businesses
Shopify, ecommerce SEO and GEO work best when they support one another. Cape Wired can deliver them individually or combine them around a broader commercial objective.
Shopify services
New stores, migrations, redesigns and practical operational improvements.
Explore Shopify servicesEcommerce SEO
Product and collection optimisation, content and search strategy connected to commercial intent.
Explore ecommerce SEOGEO and AI visibility
Entity clarity, answer-led content and monitored AI-search visibility.
Explore GEO servicesBusinesses behind the experience
Different products, different customers, different commercial problems
Cape Wired's methods have developed across businesses with very different catalogues, restrictions, operational models and customer journeys.
TENGA UK
A specialist adult-wellness retailer rebuilt on Shopify from no existing traffic and ultimately acquired by the brand's European subsidiary.
Read the case studyRUNESILK
An independent beard-care brand developed from product formulation through to Shopify, Amazon, SEO and AI-search visibility.
Read the case studyLowCostBeer
A large craft-beer catalogue migrated away from an ageing WordPress operation and rebuilt around direct brewery relationships.
Read the case studyWhy founder-led matters
Direct expertise without the traditional agency layers
Work directly with the person doing the work
The person learning about the business is also the person shaping the strategy, writing the content and implementing the changes.
- Fewer handovers and less lost context.
- Faster decisions and clearer communication.
- Advice connected directly to implementation.
- Greater accountability for the final result.
Built for businesses that need range
Many small and growing ecommerce businesses do not need several disconnected specialists. They need someone capable of seeing how the parts fit together.
- Shopify structure and custom development.
- SEO research and commercial content.
- Product positioning and customer journeys.
- GEO, analytics and practical growth planning.
Built in the UK, working without borders
Ecommerce expertise without geographic limits
Cape Wired was founded from UK ecommerce experience and is built to work remotely with product businesses in suitable markets worldwide, rather than being tied to a single region — communication, access and delivery are managed through practical online systems rather than a traditional office-heavy agency model.
Who Cape Wired works best with
Product businesses looking for practical, joined-up support
A strong fit
- You sell physical products online, or are planning to launch.
- You use Shopify or are considering a migration.
- You need strategy and implementation from the same partner.
- You want sustainable digital assets rather than short-term tricks.
Probably not the right fit
- You only want the cheapest possible template installation.
- You require a large multi-department agency structure.
- You want guaranteed search rankings or instant growth.
- You do not want to provide product or business context.
Work with Cape Wired
Bring the ecommerce problem, not a perfectly prepared brief
Share what you sell, where the business is now and what is creating friction. Cape Wired will help determine whether the most useful next step is a Shopify improvement, migration, SEO project, GEO review or a broader ecommerce rebuild.
Historic business and case-study results are included to demonstrate relevant experience. They do not guarantee equivalent outcomes for another store, product or market.