About Nikhil Sharma
Hi 👋 I’m Nikhil Sharma. I build and run the technical back office for a DTC ecommerce brand — the inventory systems, fulfilment tooling, carrier integrations, and AI workflows that keep a store actually shipping — and I write about it here.
Before that (and still, selectively) I worked with Shopify brand owners on full-stack marketing: Meta Ads, Google Ads, and email.
What I work on now
Most of my day is engineering rather than marketing. That means:
- Internal tools and systems — inventory and replenishment, fulfilment apps and carrier integrations, order pipelines, and the unglamorous plumbing between Shopify and everything else.
- AI workflows that do real work — pre-call briefing for support agents, call analysis with Gemini, customer-feedback pipelines, and automated ad monitoring in Google Sheets.
- Where commerce is heading — Shopify’s agentic commerce and llms.txt rollout, what Google’s UCP means for brands, and getting products listed on ChatGPT.
The through-line, and the thing I keep writing about: the most useful AI I’ve built wasn’t customer-facing. The model is rarely the hard part. The plumbing is.
The marketing side
I’ve written multiple guides on Shopify brand building using Meta and Google Ads, including the Beauty Brand Case Study (much loved) and Running Facebook & Google Ads For a Bakery. I’ve also helped brands with private labelling and sourcing.
Talking about numbers: I’ve managed a combined budget of $5M/month across Google Ads and Meta Ads.
I’m also the author of The Ultimate Shopify Store Marketing Checklist, a book for small Shopify brand owners starting and scaling their stores, including the AI tools worth actually using.
The engineering background
I work in Java and Spring, and extensively with cloud and serverless — AWS Lambda, Cloudflare Workers, Google Cloud Run. I built and launched OddMento, a Shopify store audit tool that runs on the JVM, generates PDFs with iText, and handles email automation through Brevo.
On the AI side I’ve built with Gemini, Claude, and OpenAI models — mostly for summarization, classification, and redaction inside existing workflows rather than chatbots. The blog has detailed write-ups on each build.
Off the clock
I love dogs and cats. We have a dog named Shera (trnsl. Lion) that my dad adopted during the 2019 Covid outbreak, and he’s been with us ever since. I’ve had two cats at various points too. So yeah — I love pets.
Do you want to?