Oliver's 750+ Ecommerce Tools

Vic and I started Nolo Apps to empower Operators to realise Airtable's competitive advantage inside their brands.

My journey from Sales Advisor to Trusted Advisor

Our journey to starting the business began with partnering to do some tech advisory. I had a healthy level of imposter syndrome, stepping from being a salesperson who worked hard to be seen as a trusted advisor to becoming a paid-for trusted advisor outright.

I've been designing tech stacks and following the Ecommerce ecosystem since 2010 when I started at Peoplevox, a WMS startup. My market mapping for our partnerships and competitive analysis grew into the foundation of the Ecommerce tools directory.

When I started consulting in 2022, I created an Airtable web clipper to capture tools and add them to my records whenever I came across them. I was actively contacting and reviewing 2 to 3 tools per week to nail down my go-to solutions and shortlists across the categories my tech advisory clients needed.