We're a challenger consultancy built for the next generation of commerce. We don't sell hours... We deliver outcomes.
The industry and technology shifts we're experiencing across eCommerce right now present ambitious brands with the opportunity to deliver customer and staff experiences in ways never before possible. This shift starts with your storefront, but extends way beyond that into how your teams build technology, optimise your data, manage relationships and receive cash from your customers.
Is your business prepared for commerce of tomorrow?
Stop waiting for customers to visit your site. Connect commerce into the way they already operate: automatic ordering on cycles, replenishment triggered by counts on their consumables, your brand built into the software they use every day. The best order is the one your customer never had to place.
The real B2B opportunity is customer-specific portals with entitlements, budgets and approvals built in, not a prettier catalogue. Digitise credit and onboarding, take the friction out of invoicing and payments, and the order-to-cash cycle shortens. Days-to-pay falls with it.
Field teams win on relationships, so put every account's orders, inventory, financials and history in their hands. A rep who walks in knowing more than the customer expects builds the kind of trust no portal can replace.
AI is closing the gap between deciding and doing, and the layers that translate strategy into tasks are starting to look expensive. This might be the end of middle management. Build and promote people who think and execute in the same motion, then watch a small senior team outship a whole department.
Most teams still run operations and content across a patchwork of systems, each with its own admin screen and its own version of the truth. Flip it around and make AI the interface to your data. Ask questions, give instructions, hand over the busywork, and the platforms underneath become plumbing instead of destinations.
Agentic buying will land in B2B first. Replenishment, quotes and reorders are exactly the jobs buyers want off their plate. If an agent can't read your catalogue, price an order and transact with your operations, you're invisible to it. Clean product data and priced availability over APIs is the new storefront.
AFKN founder Dan Gray has spent just shy of 20 years across client side and agency roles, leading, innovating and delivering enterprise eCommerce platforms. Most recently he led global eCommerce at SafetyCulture Marketplace, one of Australia's tech unicorns. With a deep love and specialisation in the complex world of B2B, he has been recognised across the industry for its innovation and approach, with the B2B eCommerce Association naming him APAC's B2B eCommerce Leader of the Year for 2025.
Working alongside him is a leadership team of some of the most experienced enterprise commerce people in market, bringing over 50 years of collective, enterprise eCommerce experience. They have deep specialisation in modern eCommerce, embedding themselves in your business as a lean, senior team.
Our model is built around flexibility for merchants who want to own their future. Whether you're looking to bolster your existing capabilities or hand off delivery of your desired outcome, you'll never be held hostage by a maintenance contract.
For brands with in-house developers, we're able to work alongside your teams, bringing our innovation, experience and architectural capabilities. We then work shoulder-to-shoulder with them to make it a success.
Your business is guaranteed success that only comes with experience, while your team ships it, understands it and owns it, long after we've stepped back.
Every engagement installs a new way of working, not just a platform.
We build AI skills your team keeps that help you run your platforms, better manage product data and allows you to ship changes and optimisations. We train your people on them, and act as player-coach until the new way of working is simply how you work.
We love guaranteed pricing against guaranteed deliverables. No timesheet drift, no scope fog.
And for the right partner we'll go further: getting your build and launch at cost, with outcome-based pricing tied to your commercial success. When we're backing outcomes with our own margin, you know we're in this together.
Just require an independent, senior technical partner sitting on your side of the table?
We're able to join your team to reviewing vendor estimates, assist in discovery and requirements, architect your future and sit alongside your delivery so that your internal builds or agency engagements stay honest and on track.
The way AFKN was able to bring a fresh perspective, kick off our AI journey and introduce a new wave of innovation to our business has been incredible. They bring a level of intellectual problem solving at the business and technical level that is unmatched.
We don't force-fit platforms. We work with you to build the exact mix of technology that balances cost of ownership, current needs and your plans for tomorrow. Commerce, search, content and cloud working as one system your team can actually run.
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