More than 25 years in online sales.
Sales Forge is built on over 25 years of individual experience in online sales. We have worked with marketplaces since 2008 and with Amazon Vendor for more than a decade.
Across that experience, I have managed over £250m of online sales in total and currently manage £35m a year. I bring that commercial experience to the decisions that determine whether marketplace sales actually make money.
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Meet Ian
I bring more than 25 years of experience in online sales, having managed over £250m of online sales in total. I currently manage £35m in online sales a year. My experience spans more than 20 marketplaces, UK and European trading, and over a decade working with Amazon Vendor.
I’ve led entire sales teams and online sales operations, working with marketplace buying and commercial teams across a broad range of channels, including Amazon. That gives me a practical understanding of how to negotiate terms, develop channel relationships and turn opportunities into sales.
My experience extends through the operation behind those sales. I have deep working knowledge of Linnworks, order and stock management, third-party fulfilment providers (3PL) and carrier agreements. I understand how commercial decisions affect delivery costs, service performance and the profit a business ultimately keeps.
I’ve operated at board level, with responsibility for managing sales operations against business owners’ P&L and profit targets. My approach connects strategy with daily trading, clear accountability and the financial results that matter.
Through Sales Forge, I bring that experience to manufacturers, brands and retailers—whether they need to solve a specific marketplace problem, launch a new channel, strengthen an existing team or hand over the management of their online sales operation.
Results earned in the market.
These are examples of work delivered without identifying the clients behind it.
From launch to category leader
We built one client’s marketplace sales from a standing start to become the largest seller in its category on The Range, B&Q and Tesco.
Two leading brands on Amazon Vendor
We built two brands into the largest sellers in their respective categories through Amazon Vendor.
Unlocking growth and profit for a furniture manufacturer
The challenge
We were hired by a furniture manufacturer struggling to grow sales. Profit remained low and broadly flat, while the factory had spare production capacity. The business needed a clear plan to sell more and turn that additional volume into stronger profit.
What we changed
We started with the commercial picture: the product range, how it was presented to customers, pricing across channels and the contribution each sale delivered.
We tightened range planning, reshaped products into coherent collections and improved listing quality and content, making the offer easier for customers to understand.
We rebuilt the pricing structure and channel strategy around the different costs to serve. Using contribution accounting, we identified where additional volume could make better use of factory capacity and increase profit, then used that insight to guide trading decisions.
The result
Within one year, average monthly sales increased from £1.4m to £1.75m—a 25% uplift. Annual net profit increased from £200,000 to £1.2m.
The work brought range planning, customer presentation, pricing and production capacity together around one commercial goal: profitable growth.
Commercial judgement at scale.
I currently manage £35m in online sales a year. That scale means dealing with the practical choices behind every result: channel terms, fees, advertising, pricing, stock, delivery and returns.
We assess performance by sales and contribution, with your margin expectations at the centre of the work. We can take on a particular problem, build a new channel or manage the wider online operation, working alongside your existing team.
Commercial leadership, with hands-on delivery
My experience leading sales teams and reporting to boards means I quickly focus on the bigger picture: what your online business needs to sell, the contribution those sales must deliver, and how to achieve that with your products, brands and channels.
I understand what an online operation needs to contribute to the wider business P&L. That shapes the strategy, pricing, product mix, advertising and operating costs—not simply the revenue target.
I can design the strategy for your entire online business, lead the team delivering it, or get hands-on with an individual product listing. You get senior commercial judgement backed by the practical experience to turn decisions into action.
Tell us what you want to improve.
We can discuss the channel, commercial challenge or wider operation and agree a useful starting point.