About Smashed Avo
We help established businesses with complex catalogues and ERP systems get more from WooCommerce. Strategy, integration, and delivery as a long-term partnership.
Founder and director
John Dwyer
John founded Smashed Avo in 2018, around a specific gap in the market. Plenty of agencies could handle a simple online store. Few could handle the complexity that established product businesses actually have. Large catalogues, ERP integrations, wholesale pricing, friction between the warehouse and the website.
We chose to specialise in that complexity rather than avoid it. John leads strategy, client relationships, and technical direction, and works directly with clients on the harder builds. His background spans WooCommerce development, ERP integration, and digital strategy.
The measure of a good project is simple. Did the business grow? Did the team stop doing manually what a system should handle? If yes, it worked.
How we work
A clear process keeps projects on track and clients informed. Here is what to expect from a typical engagement.
We start with the diagnosis
Every project starts by understanding your business, your systems, and where revenue is leaking. We learn the problem before we recommend a solution.
Loom updates, not status calls
Short video walkthroughs of progress. Watch when it suits you. No calendar ping-pong and no meetings that could have been an email.
Nothing goes live until you approve
Staging environments, test orders, soft launches. You see everything and sign off on it before it reaches a customer.
Built around your systems
Your ERP, your pricing, your team. The work fits into how your business already operates. We do not ask you to change to suit the website.
What we believe
Start with the business problem
We do not start with a brief. We start with what the business is trying to achieve and where it is losing money. That changes the work that follows.
Honest communication
No buzzwords and no disappearing acts. We raise issues early and explain things in plain English, even when it is hard to hear. Honest timelines, honest scope, honest costs.
Long-term thinking
We optimise for year two and year three. The real value in a WooCommerce build shows up after launch. Wholesale portals, automation, reporting. That is where we focus.
Tell us about your business
No pitch and no pressure. Tell us where you are and what you are trying to build. We will be straight with you about whether we can help and what that would look like.
A quick heads-up
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