It started in a warehouse in Málaga.
I was seventeen, working in my grandfather's wholesale business — a warehouse that supplied bars, restaurants, and grocery stores across southern Spain. My job was supposed to be simple: help with inventory, learn the family trade.
Instead, I discovered the internet. And I discovered that the warehouse had a computer running UNIX with a SQL database for the entire inventory. I taught myself to query it. Then I taught myself to build web pages. Then I connected the dots: internet + commerce = eCommerce.
That was 1995. I've been building online stores ever since.
The accident that changed everything.
In 1998, a motorcycle accident put me in the hospital for four years. Fifteen surgeries to save my leg. I turned twenty in a hospital bed. My mother — an auxiliary nurse at that same hospital — convinced the surgeons not to amputate when they wanted to give up.
I'm not telling you this for sympathy. I'm telling you because those four years taught me something that no engineering bootcamp ever could: how to rebuild from zero, one step at a time, when the odds are against you. That patience, that stubbornness, that refusal to accept "it can't be done" — that's what I bring to every project.
Building eCommerce across Spain.
After university, I spent a decade building eCommerce in Madrid. Telefónica. A startup similar to Reddit (Fresqui). TopRural, Spain's #1 rural accommodation portal. The Instituto de Empresa's first digital community platform.
Then I started my own company. Andelux eCommerce — six years, four engineers, twenty-plus eCommerce platforms delivered. Magento specialist. Clients ranged from solo founders to multinational brands. I built Gocco's online store (children's fashion) in 30 days. I launched KaveHome's eCommerce from scratch. I led the technical side of UNIR's product catalog.
Six years without a real vacation taught me something important about sustainable growth. When I closed Andelux, I was exhausted — but I had shipped more eCommerce than most teams ten times my size.
Then came Daikin — and Europe.
Stratesys hired me to lead the pilot of Daikin's first B2B eCommerce platform in Europe. Workshops with stakeholders from ten countries. A Magento-SAP integration handling complex catalogs, pricing rules, and multi-country order workflows. The pilot was so successful it became the template for Daikin's entire European rollout.
That project taught me that building good software is 30% technology and 70% listening. Every country had different requirements, different workflows, different ideas of what the platform should do. My job was to build one system that made all of them feel heard.
Eight years in Switzerland.
In 2018 I moved to Switzerland to join UFirst Group. For seven years I worked on some of the country's biggest online stores:
- ALDI Suisse — we built their online store (aldi-now.ch) in 30 days.
- Jumbo.ch — I re-architected the platform for 4× more concurrent users; +15% sales during peak hours.
- SABAG — B2B eCommerce for one of Switzerland's largest building materials distributors.
Now: AI agents in real operations.
I'm a Product Engineer based in Zug, Switzerland. I put AI agents into real business operations — mostly for Shopify brands doing €1–5M a year.
I install a private AI agent on the client's own server and build the connectors that let it see their store, stock, payments and support. The team talks to it in plain language. It answers with live data, and acts only with a human "yes".
I use the same agents on my own sites and projects first. A great many people started doing AI eighteen months ago. Very few have watched software touch an operation that can't go down — and know what breaks when it does.