About
I’m Anna Heneback and I help purpose-driven fashion and homeware brands with a sustainable focus maximise their positive impact.
Drawing on my 20 years of e-commerce experience, I guide businesses that want to make a difference to maximise both their revenue and their impact by boosting conversion rates and increasing marketing efficiency.
I specialise in Shopify and use my e-commerce management expertise – particularly in trading – to bridge the gap between business strategy and the technology required to implement it. Strong on data and analytics, I love working with creative business owners, taking care of the more technical numbers side of things while they pursue their vision.
My background with major retailers – including 15 years with global omnichannel retailers like Net-a-Porter and H&M – has equipped me with enterprise-level strategies that I now adapt specifically for purpose-driven brands seeking to compete effectively while staying true to their values.
I’m passionate about problem solving and using my technical e-commerce experience to help brands that prioritise design, quality and sustainability to realise their full potential. After witnessing the environmental impact of traditional retail firsthand, I've dedicated my career to helping businesses that prioritise people and planet alongside profit.
If you’re building or growing a business that stands for more than just profit, I’d love to help you amplify your impact – whether that's reducing carbon footprint through optimised logistics, building community around shared values or showcasing your sustainability story more effectively.
I currently live in a village in Bedfordshire with my Swedish husband, kids, cat, dog and a growing collection of plants.
Take a look at how I can support your e-commerce business.
Testimonials
“Working with Anna has been an absolute pleasure. Her expertise has been pivotal in driving our brand's strategic growth and outreach... Anna’s approach blends profound professional dedication with innovative, industry-leading insights, enabling us to capitalise on new trends and techniques effectively. I wouldn't hesitate to recommend her services to anyone.”
— Justine, La Pochette
“Working with Anna has been such a pleasure. Her knowledge and experience have proved invaluable in helping us optimise the customer journey and buying experience across our website, and I’ve appreciated all her great advice, input and flexibility throughout the project. I’m excited about how this will help us move our brand and business forward – so huge thanks from me for all the brilliant work!”
— Jon, Alf & Bet Prints
“It was a pleasure to work with Anna. She single handedly took our Wix website, focused on selling tickets for our events, and transformed it into a Shopify webshop selling a curated selection of children's books online. It was essential that we did this early on during the lockdown period of the Covid-19 pandemic and Anna really did do such a great job. We're getting lots of compliments on it!”
— Urmi, Pickled Pepper Books
“Anna has been extremely easy and accommodating to work with. Having little experience in the e-commerce world, we have really valued her expertise and input. When we’ve had additional tasks, such as website updates etc Anna has used initiative to handle it with ease. We would highly recommend Anna.”
— Iona, On the Road with Iona
“Anna came in and reviewed the situation, quickly put us at ease and set out a plan to battle the workload. From start to finish she was extremely knowledgeable, professional and organised. Her extensive experience is evident as she quickly solved any new problem that arose.”
— Jenny, Haygen
“I'm so happy I was introduced to Anna - she has been wonderful to work with and she produced exactly the website I needed and had requested, in a very short space of time. She is knowledgable, friendly and professional and I would not hesitate to recommend her expertise.”
— Lucy, I’m Lucy’s Type
“Thank you so much for all your work, I really enjoyed our call yesterday and I'm excited about making changes to my site. It was so useful to have a fresh and expert pair of eyes looking at it as you spotted lots of things I wouldn't have noticed.”
— Louise, Beeboobuzz
Get in Touch
Whether you need a new Shopify store, a platform migration, conversion rate optimisation or a strategic e-commerce plan aligned with your values, let's discuss how I can support your business.