About Proper Commerce
Commerce operations, led like a real project.
Proper Commerce brings project and operations discipline to the storefront and the systems around it—helping growing product brands move from scattered fixes to clear priorities, controlled change, and accountable delivery.
Gregg Foster / Founder
14+ years leading complex digital, creative, and commerce operations.
Gregg has led programs and operating systems across American Express, The Home Depot, HubSpot, QuickNode, Spanx, and agency environments. His work has connected web, creative, product, engineering, marketing, production, and legal teams—often where priorities, approvals, budgets, and launch dependencies have to move together.
That experience informs Proper Commerce: diagnose the real constraint, establish one accountable view, define owners and decisions, and make controlled changes. Through hands-on work with Admiral Row, Gregg applied the same discipline to storefronts, launches, merchandising, sales channels, measurement, shipping, returns, and release controls.
Gregg holds a PhD in Management (Information Systems Management), an MBA, a BS in Electrical Engineering Technology, and is a Certified ScrumMaster.
Selected figures reflect Gregg’s work in prior operating roles. Proper Commerce does not guarantee business outcomes.
Working principles
How the practice makes decisions.
Diagnose before prescribing.
No implementation plan is treated as certain before relevant systems and evidence are reviewed.
Evidence over hype.
Operational facts, scope, method, and verification do the selling. Business outcomes are not guaranteed.
Change safely.
Access, approvals, backups, testing, release, rollback, and documentation are part of the work.
Use the right expertise.
Specialists are engaged for defined work while Proper Commerce retains context, coordination, and final QA.
Independent by design
Shopify-focused. Not Shopify-affiliated.
Proper Commerce is an independent consultancy and is not affiliated with, endorsed by, or sponsored by Shopify Inc. The practice can work alongside a client’s developers, agencies, marketers, and other specialists without replacing every relationship.
See how specialist work is coordinatedA practical first step
Know what needs fixing before you spend more fixing the wrong thing.
Tell us what is changing, where the operation feels unreliable, and what deadline matters. We will confirm whether the Commerce Operations Audit is the right first step.