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Shopify & E-Commerce Strategist
With 12+ years of experience across Shopify and direct-to-consumer e-commerce, Dom LeRoux helps brands create more customer value, build trust, improve conversion, and turn first-time buyers into long-term customers.
About Dom LeRoux
For more than 12 years, I’ve worked in e-commerce helping brands improve how customers discover, evaluate, purchase, subscribe, and stay engaged.
My experience spans Shopify and Shopify Plus, conversion optimization, customer experience, subscriptions, retention, lifecycle strategy, CRM, testing, and the technology behind the customer journey.
But the principle behind my work is much simpler:
Create value first.
Before asking someone to purchase, a brand has to give them a reason to trust it. That can come through a better experience, useful information, personalization, great service, transparency, or simply making it easier for customers to solve the problem they came to you with.
Trust makes the first transaction easier.
Delivering on that trust strengthens the customer relationship.
And stronger relationships create opportunities for retention, loyalty, subscriptions, referrals, and greater customer lifetime value.
That value-first philosophy shapes how I approach e-commerce, leadership, writing, speaking, and the way I work with people.
My Work in E-Commerce
I help direct-to-consumer brands improve conversion, subscriptions, retention, and customer lifetime value by connecting customer experience, technology, and lifecycle strategy.
My work has included Shopify Plus optimization, A/B testing, checkout improvements, subscription journeys, CRM and lifecycle programs, personalization, retention strategy, and initiatives that increased average subscription length from 3 to 5 months and customer lifetime value by 67%.
The questions I focus on are simple:
- How can we create more value for the customer before asking for the conversion?
- How can we remove friction and give more of the right customers the confidence to purchase?
- How can we turn a first transaction into a trusted, long-term customer relationship?
- How can technology improve that experience at every stage of the journey?
I approach e-commerce as a connected system: create value, earn trust, improve the experience, and sustainable growth follows.
The Same Philosophy Beyond E-Commerce
The philosophy behind my e-commerce work is also the philosophy behind my writing.
The Corporate Gifting Playbook
explores what happens when businesses create value before asking for something in return.
In e-commerce, that value may come through the customer experience, useful content, personalization, service, incentives, or technology.
In corporate gifting, the mechanism is different, but the principle is the same: thoughtful generosity can create value first, build trust, strengthen relationships, and open the door to new opportunities.
That same idea now connects my professional work, writing, and speaking:
Create Value First. Build Trust. Strengthen Relationships. Create Opportunity.