Mat O'Connor works in ecommerce, with a focus on storefront performance, platform migration and conversion optimization. Mat also organizes the Digital Clubhouse Summit in Manchester and speaks at ecommerce events.
Digital Clubhouse Summit event partnership · Conference talk or stand presence delivered for a platform · Named case study on your storefront or migration project
Mat O’Connor works in ecommerce and is known for arguing that brands should fix a slow or struggling storefront before assuming a platform migration or more A/B testing will solve the problem.
They also organize the Digital Clubhouse Summit in Manchester and speak at ecommerce events.
A useful starting point is their account of Helmet City: the post says its conversion rate rose 16% after a Hyvä rebuild, before testing, and that later optimisation added another 9%.
The figures are their own account; ask for supporting case-study documentation.
Mat makes a technical ecommerce argument concrete: first get the storefront working well, then build and test on top of it.
The contrast between the reported gains after Helmet City’s rebuild and those from later optimisation gives readers a specific example to consider, rather than a blanket claim that migration is always right or wrong.
They also bring that question into public discussion: the Digital Clubhouse Summit preview describes a panel on whether replatforming actually fixes performance and conversion problems, while the event recap reports more than 200 attendees and 36 speakers.
Their posts show a practical, experience-led voice that connects site performance decisions with the people who have to make them.
Mat O'Connor's recurring ideas are about sequence and restraint in ecommerce work: get storefront performance right before running conversion tests, question whether a replatform will actually fix the problem, stay rooted in Magento while working across stacks, and build a northern ecommerce community useful to in-house retail teams.
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Their positions come through in event-linked LinkedIn posts and talks at the Digital Clubhouse Summit.
Fix the storefront before you test conversion
Mat argues that a slow storefront caps conversion, and that no amount of A/B testing can get a business past a frontend holding it back.
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The sequence is performance first, optimisation second. They made the argument in a Mage Camp lightning talk titled "You can't see conversion problems when your website is on fire", cutting a longer Helmet City and Willow & Hall story down to nine minutes.
Helmet City's conversion rate rose 16% after the Hyvä rebuild, before a single test was run.
Optimisation work on the faster site added another 9% on top.
Mat's post gives the talk slot at 11:45 in the Main Auditorium, six speakers in fifty minutes.
Mat says migration is sometimes the right call and sometimes a year of spend that leaves the conversion rate unchanged on a newer stack.
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The decision turns on diagnosis: if the site feels slow or dated, the platform may not be the cause.
Test before choosing a new stack.
They framed the Digital Clubhouse Summit closing panel around that question.
The 16:15 main-stage panel was called "Will moving actually fix it?
Migrating platforms, honestly", hosted by Naomi Davies with Ollie Hunt from the Magento Association, Brad Houldsworth from Remarkable Commerce, Steve Webster from Barking Cat Advisory and Luke Bream from Valentte.
Mat told readers they could probably guess which side they tend to land on.
Mat has worked with Magento since 2007 and calls it the thing that got them into ecommerce, but they are not a single-platform advocate.
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The business builds on Shopify too, and their guiding line is to get the core working properly first, then build, unlock and thrive. This connects platform choice to the same performance-first argument they make about conversion.
At eCommerce Expo, Mat walked into ExCeL and saw a large Magento sign over the hall, then spoke on behalf of Hyvä and Mollie.
They talked with Willem Wigman about what Hyvä has achieved in five years and compared notes with Shaun McCran from Adobe, who, Mat reports, backed the same stage point about getting the core working first.
Martin from Helmet City was in the room, which mattered because the talk was about Helmet City.
Mat directly addresses the "Magento's dead" talk while also saying "we build on Shopify too, I'm allowed to love both". The tension is between Magento community loyalty and practical multi-platform work.
Build a northern ecommerce community, not just a London one
Mat co-organises the Digital Clubhouse Summit in Manchester.
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They started it because every eCommerce event worth going to was in London; the first events ran out of small rooms in Leeds.
The priority is access: in-house retailer and brand staff get free tickets, while agency and tech-side attendees pay.
The summit includes both marketing and technical tracks.
The most recent summit filled the Science and Industry Museum in Manchester with 36 speakers and more than 200 people through the doors, about four times bigger than anything the group had run before.
Four speakers had never spoken on a public stage.
Mat credits Jessica O'Connor, Tony Conte and Alan Pilkington with making it happen, and thanks partners including Cernel, Salesfire, The Wonder Agency, Hypernode, Prospa, MRE Digital, Channel Builders, Lantra, Outra, Mollie, Loxa, Corefinity and Athos Commerce.
The event moved from small rooms in Leeds to a nearly 250-ticket Manchester museum event, which is a scale change rather than a change in the underlying reason for running it.
Peak-season preparation is a practical clinic, not a strategy talk
Mat and Tony Conte run a live Black Friday clinic at the summit, built around a four-week plan for people who think they have left it too late.
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It reflects Mat's preference for work teams can use immediately: a time-boxed trading plan rather than a general talk about peak season.
The clinic was scheduled for 13:55 on the summit programme, alongside the migration panel and Luke Bream's talk on growth, hypergrowth and nearly losing everything. Mat promoted it as still worth having four weeks out from Black Friday.
This is the clearest statement of Mat O'Connor's core argument about where conversion work should start, backed by numbers.
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A newcomer should read it first: it answers the question many people have when they search this name — what does Mat argue about migration and conversion?
Mat describes cutting the Helmet City and Willow & Hall story from a conference talk to a nine-minute lightning talk for Mage Camp in Manchester on 14 October.
The argument is deliberately narrow: conversion-rate optimisation often starts with testing, but a slow storefront caps conversion, and no amount of A/B testing gets a brand past that.
Two figures carry the point.
Helmet City's conversion rate rose 16% after the Hyvä rebuild, before a single test was run; optimisation work afterwards on the faster site added a further 9%.
Mat notes the slot: 11:45 in the Main Auditorium, six speakers in fifty minutes.
For brands planning a campaign
A ready-made hook for a speaking slot or case-study collaboration.
The structure — rebuild first, measure the gain, then test on the faster site — gives a brand a concrete before-and-after narrative rather than an opinion.
It also shows Mat can distil a technical argument into a short conference slot, useful for a lightning talk rather than a keynote.
This post shows Mat speaking to a large audience and names the people and companies involved.
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Read it to assess stage experience, repeatable lines and the brand relationships behind the argument — key considerations for a campaign.
Mat walked into ExCeL, saw a large Magento sign over the hall and wrote about having worked with Magento since 2007.
They took the "Magento's dead" talk head-on while noting that the business also builds on Shopify.
Speaking on behalf of Hyvä and Mollie, Mat ran over the rehearsed twenty minutes to twenty-five and describes phones going up during the "steal this slide" moments, in a room of ecommerce managers, directors and owners.
Martin from Helmet City was there, and Mat notes that the talk was about Helmet City.
On the Hyvä and Mollie stand, Mat caught up with Mark Cooper and the Hypernode team, talked with Willem Wigman about Hyvä's five years, and spoke with Shaun McCran from Adobe, who backed up the onstage message: get the core working properly first, then build, unlock and thrive.
The post also covers the Digital Clubhouse Summit and its sponsors.
For brands planning a campaign
Evidence of large-venue speaking and an existing network spanning Helmet City, Hyvä, Mollie, Hypernode and Adobe. The "get the core working properly first, then build, unlock and thrive" line is short, quotable and consistent with the Mage Camp argument, making it a ready-made session title or case-study framing.
Mat's sceptical position on replatforming is stated directly, alongside the names of the people chosen to debate it.
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Read this to understand how Mat frames migration decisions and the kind of room they convene.
The Summit is announced with ten tickets left out of 250, at the Science and Industry Museum in Manchester.
It began in small rooms in Leeds because the events worth attending were in London.
Mat singles out the final panel at 16:15, "Will moving actually fix it?
Migrating platforms, honestly", hosted by Naomi Davies with Ollie Hunt from the Magento Association, Brad Houldsworth from Remarkable Commerce, Steve Webster from Barking Cat Advisory and Luke Bream from Valentte.
The framing is the argument: businesses spend a year and a lot of money replatforming because the site felt slow or dated, only to end up with the same conversion rate on a newer stack.
Sometimes the move is right; sometimes the platform was never the problem.
Mat and Tony Conte also run a live Black Friday clinic at 13:55, with a four-week plan for those who think they have left it too late.
For brands planning a campaign
The clearest signal for a campaign comparing migration with conversion optimisation.
For a speaking slot, a paired or panel session would work better than a solo talk: put Mat in the position of arguing the counter-case to migration, with the trade-offs stated plainly.
The Summit's in-house-free, agency-paid ticket structure also shows how Mat separates audience segments, useful if a brand wants its own customers in the room.
This retrospective answers the questions a brand asks about reach and credibility: how big is the event, who attends and which companies back it.
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It provides practical context for the Summit's promotional posts.
The recap describes a Thursday dinner at the Ivy Asia backed by Athos Commerce and Loxa, followed by a Friday with 36 speakers and over 200 people through the doors of the Science and Industry Museum.
Four speakers had never spoken in public before.
Mat credits Tony Conte, Jessica O'Connor and Alan Pilkington as essential to the event, and thanks partners including Cernel, Salesfire, The Wonder Agency, Hypernode, Prospa, MRE Digital, Channel Builders, Lantra, Outra, Mollie, Loxa, Corefinity and Athos Commerce.
Hyvä stepped in at short notice with John Hughes and Rebecca Brocton, with Darran Matthews and Dan Archer as comperes.
Mat confirms the event will run again next year and that videos will follow.
For brands planning a campaign
Concrete evidence of event scale and a partner list spanning several ecommerce vendor categories.
This helps assess whether a sponsorship or speaking slot would stand out or duplicate an existing partner.
Mat also credits the wider team, so expect more than one decision-maker in a partnership conversation.
Building a northern ecommerce community through Digital Clubhouse3
Storefront performance before conversion testing2
Scepticism about replatforming as a conversion fix2
Magento roots, a Hyvä focus, and Shopify alongside2
Black Friday planning as a late-window clinic2
First-person storytelling with named examples1
Storefront performance before conversion testing
Mat’s recurring argument is that a slow storefront caps conversion, and testing cannot make up for it.
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The Mage Camp lightning talk makes exactly that case — “You can't see conversion problems when your website is on fire” — describing a slow frontend as the thing holding conversion down. The supporting example is Helmet City and Willow & Hall: the Hyvä rebuild is credited with a 16% conversion lift before a single test was run, while optimisation on the faster site added a further 9%.
A first-person talk abstract, with named client results as concrete proof rather than general claims about site speed.
For brands planning a campaign
For a campaign asking whether the problem is the platform or the optimisation programme, Mat offers a direct answer to test: performance first, testing second, backed by two named client outcomes.
Scepticism about replatforming as a conversion fix
Mat sees migration as sometimes the right call, but sometimes a year of spending that leaves the conversion rate unchanged on a newer stack: “Most of us have watched a business spend a year and a lot of money replatforming because the site felt slow or dated, and then end up with the same conversion rate on a newer stack.”
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The Digital Clubhouse Summit put that question on the main stage in the closing panel, “Will moving actually fix it?
Migrating platforms, honestly,” hosted by Naomi Davies with Ollie Hunt, Brad Houldsworth, Steve Webster and Luke Bream.
Mat says which side of the argument they tend to land on.
For brands planning a campaign
A useful counterweight in a migration-versus-optimisation session: Mat challenges whether the move is justified rather than assuming it is. That suits a debate-format speaking slot or a case study that has to defend the decision.
Magento roots, a Hyvä focus, and Shopify alongside
Mat has worked with Magento since 2007 and calls it “the thing that got me into ecommerce.”
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At eCommerce Expo, they spoke on behalf of Hyvä and Mollie, discussed what Hyvä had achieved in five years with Willem Wigman, and compared notes with Shaun McCran from Adobe, who backed the same stage argument about getting the core working first. Mat also builds on Shopify.
Mat does not position this as single-platform advocacy: “we build on Shopify too, I'm allowed to love both.”
For brands planning a campaign
Establishes technical credibility for a Magento or Hyvä migration story. Their willingness to work across stacks matters if a retailer is weighing options rather than committing to one platform.
Building a northern ecommerce community through Digital Clubhouse
Mat co-organises the Digital Clubhouse Summit in Manchester.
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They started it because worthwhile ecommerce events were all in London, and the first sessions outgrew small rooms in Leeds.
The most recent edition filled the Science and Industry Museum with 36 speakers and more than 200 attendees, out of roughly 250 tickets.
Entry was free for in-house retailer and brand staff, with paid tickets for agency and tech-side attendees.
Four speakers had never spoken on a public stage before.
Mat credits Jessica O'Connor, Tony Conte and Alan Pilkington with making it happen.
First-person ownership of the event, ticket logistics and partner thank-yous across the summit previews and recap shows Mat’s organising role.
For brands planning a campaign
There is an event and community route here, not just a content route: a speaking slot, panel seat or event partnership reaches an in-house retail audience that Mat deliberately keeps free to attend.
The posts use personal narrative rather than abstract commentary: what happened on stage, who was in the room and what people took away.
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Mat describes drawing on a past in acting for stage delivery, chasing the moment in a talk when phones go up to capture a slide, and finishing in 20 minutes after rehearsing for 25, for an audience of ecommerce managers, directors and owners.
For brands planning a campaign
Suits a case study or conference talk with real numbers and named clients; less suited to a slot requiring neutral, analyst-style commentary.
O'Connor describes starting Digital Clubhouse and running its Manchester summit.
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They speak about a Hyvä rebuild and optimisation work for Helmet City, and name Willow & Hall in the same project story.
They appeared on stage and at the stand on behalf of Hyvä and Mollie; ask what commercial arrangement covered those appearances.
Magento, Shopify and Hypernode feature as platforms or event partners.
Digital Clubhouse
Owned business
O'Connor says they and others started Digital Clubhouse because worthwhile ecommerce events were in London and the early ones ran in small rooms in Leeds.
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They describe running the Digital Clubhouse Summit at the Science and Industry Museum in Manchester, which they say booked nearly 250 people, and credit a team including Tony Conte, Jessica O'Connor and Alan Pilkington as essential to its success.
O'Connor says they spoke at eCommerce Expo on behalf of Hyvä and Mollie, spent the day on their stand and described a Hyvä storefront rebuild behind Helmet City's conversion gains.
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Ask whether the work was client work, employment or sponsorship.
O'Connor used Helmet City as the case in their eCommerce Expo and Mage Camp talks.
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They say its conversion rate rose 16% after a Hyvä rebuild, before any testing, and optimisation work on the faster site added 9% more. They note that Martin from Helmet City was in the audience, a sign of the relationship.
O'Connor says they have worked with Magento since 2007 and describes seeing a large Magento sign over the hall at eCommerce Expo as a significant moment for the platform's community.
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They also note that their agency builds on Shopify.
Writing about Magento's community presence at eCommerce Expo, O'Connor notes that their agency also builds on Shopify, positioning the two platforms as complementary rather than competing.
Mat O'Connor's public writing is a small, event-linked set of LinkedIn posts.
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Start with the two talk write-ups.
The Mage Camp abstract lays out the argument they return to: Helmet City's conversion rate rose 16% after a Hyvä rebuild before any test was run, and optimisation on the faster site added another 9%.
That's why they argue testing on a slow storefront cannot recover conversion.
The eCommerce Expo post gives the broadest view of the work — Magento since 2007, Hyvä and Mollie on stage, Shopify work alongside, and the refrain about getting the core working first.
The Digital Clubhouse Summit posts show the community side: a Manchester event they co-organise, free for in-house retail and brand teams, with a main-stage panel on whether replatforming actually fixes anything and a Black Friday clinic built as a four-week plan.
If migration versus optimisation is your focus, follow that thread through the summit panel, then compare Mat with the creators below, who approach adjacent problems through agency-side performance marketing, platform upgrade mechanics and small-format event communities.
MagentoHyväPlatform migration and replatformingConversion rate optimisationStorefront performanceMagento developmentEcommerce community eventsBlack Friday and peak-season planningConference talks and panelsShort first-person LinkedIn postsEcommerce managers and directorsIn-house retail and brand teams
Boh Tjarks
Both work at the seam between traffic and on-site conversion, and write about it the same way: first-person accounts with a named client, real numbers and a clear takeaway.
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Boh's post about a client serving notice argues that even the highest-intent ad traffic bounces when the customer journey does not justify the price.
That echoes Mat's point that testing cannot fix a storefront that holds conversion down.
Both also appear as co-hosts of the Digital Clubhouse Summit alongside Mat.
Boh's evidence comes from agency-side performance marketing — ad spend audits, ROAS targets and the economics of a client relationship that ended — rather than frontend and platform rebuilds. Where Mat explains conversion through storefront speed and stack choice, Boh explains it through paid traffic meeting a weak on-site experience.
Also writes practical, deadline-driven guidance for ecommerce merchants weighing a platform decision.
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Humayun's posts on the Shopify Scripts shutdown and Magento 2.4.9 infrastructure requirements do the same job as Mat's migration panel: explain what changes, who is affected and what deferring the decision costs. Both recommend testing rather than rushing an upgrade straight to production.
Humayun's posts are platform-mechanics briefings, with dated cut-offs and downloadable checklists from a named agency, for merchants who need to act before a version deadline.
Mat's posts are stage-and-community accounts that connect platform decisions to client conversion outcomes.
The business builds on Shopify and Magento rather than briefing on one of them.
Runs a small-format ecommerce event series and writes about it in the first-person register Mat uses for Digital Clubhouse: why the event exists, who it is for, how to get on the programme and how to take part.
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Both treat the community around the work as part of the work, using their posts to invite people in rather than broadcast results.
Keir's Craft & Work is deliberately small: no slide decks, capped talks and a focus on the Shopify ecosystem in London, with a partner-funded patron model and a social warm-up the night before. Mat's Digital Clubhouse Summit runs two tracks at a Manchester museum venue, with hundreds of attendees, free tickets for in-house retailer and brand staff, and a technical and marketing programme built around Magento and broader ecommerce practice.
Mat O'Connor has 5,325 LinkedIn followers, recorded on 8 October 2026, and five posts dated 24 September to 7 October 2026.
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The posts describe a Manchester event at the Science and Industry Museum with marketing and technical tracks.
In-house staff at retailers and brands get free tickets, while agency and tech-side attendees pay, pointing to a UK, north-of-England ecommerce audience split between in-house retail teams and agencies and vendors.
The eCommerce Expo post names ecommerce managers, directors and owners in the room; the Summit posts report over 200 attendees and 36 speakers.
For a case study or speaking slot on platform migration versus conversion optimization, they address people who make replatforming decisions, and the migration-versus-CRO argument is already a Summit topic.
Ask for recent LinkedIn post analytics and, for the Summit, the attendee split between in-house and agency/tech and by job function.
If seniority or company size matters, ask whether they have audience survey results or another documented source for those attributes.
LinkedIn followers
5,325
LinkedIn profile record (account level, not a specific post) · 2026-10-08
Digital Clubhouse Summit reported attendance
Over 200 attendees and 36 speakers
Mat O'Connor's own LinkedIn post about the Summit · 2026-10-06
Mat O'Connor's partnership activity runs through ecommerce events rather than a published sponsorship menu.
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They spoke at eCommerce Expo on behalf of Hyvä and Mollie and spent the day on their stand; the Digital Clubhouse Summit they help run credits its event partners by name.
Ask directly about scope, cost and deliverables before building a plan.
A public partner credit shows acknowledgement by Mat, not what was paid or promised.
Digital Clubhouse Summit event partnership
Buyer requirement
Your brand is thanked and credited as an event partner alongside Cernel, Salesfire, The Wonder Agency, Hypernode, Prospa, Mollie, Loxa, Corefinity and Athos Commerce.
Mat says the 2026 summit drew more than 200 people to the Science and Industry Museum in Manchester, with 36 speakers across two tracks; in-house retailer and brand staff attended free.
Hyvä joined late in the run-up to help fill a speaker gap, suggesting partner support is arranged case by case.
The audience is mostly in-house ecommerce staff, so the credit offers visibility with that room.
Ask what a package includes before committing.
Conference talk or stand presence delivered for a platform
Buyer requirement
Mat has delivered a talk on behalf of Hyvä and Mollie at eCommerce Expo, then staffed their stand through the day.
The content covers storefront performance and conversion, drawing on client work such as Helmet City and Willow & Hall.
Mat shortened the same story from a 25-minute conference version to a nine-minute lightning slot at Mage Camp.
Expect to supply or approve the platform story and accept that the talk may be reused at other events.
Terms are arranged with the platform or agency already working with Mat; their posts show them appearing for a vendor rather than advertising speaking slots independently.
Named case study on your storefront or migration project
Buyer requirement
Mat tells client stories on stage.
In their account, Helmet City's conversion rate rose 16% after a Hyvä rebuild before any testing, with a further 9% added by optimisation work on the faster site.
Helmet City's Martin attended the session where the work was discussed, and Willow & Hall features in the same story.
Taking part means accepting named public use of your site, figures and staff, with those figures likely to be repeated at several events.
The story supports a wider argument that storefront speed should be fixed before testing begins, so agree early which numbers can be quoted and in what context.
A B2B ecommerce agency serving Magento, Hyvä and Shopify merchants wants a case-study collaboration or speaking slot on platform migration versus conversion optimisation.
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This is the closest fit.
Mat O'Connor's posts make the core argument: a slow storefront caps conversion, so fix the frontend before testing.
The Helmet City and Willow & Hall story gives the agency a concrete before-and-after: a 16% conversion rise after the Hyvä rebuild before any test, then a further 9% from optimisation on the faster site.
They have delivered that argument as a 25-minute conference talk at eCommerce Expo and a nine-minute lightning talk at Mage Camp, so they can carry either format.
The Digital Clubhouse Summit also shows them convening the exact debate: the closing panel 'Will moving actually fix it?
Migrating platforms, honestly' put migration scepticism on the main stage and included the Magento Association, Remarkable Commerce, Barking Cat Advisory and Valentte.
For an agency, the fit is not just reach; Mat can argue the trade-off in public rather than repeat a vendor line.
The audience is a UK, Manchester-centred ecommerce room with in-house retailer and brand staff and agency or tech attendees, which suits an agency selling migration and optimisation services.
The commercial route is a conference talk or stand presence delivered for a platform, or a named case study, with terms arranged directly; no rate card is published.
Before committing, ask for a named client reference, permission to quote the Helmet City figures and recent event audience data.
When to choose a specialist
A consumer brand or US-focused SaaS seeking a high-volume influencer campaign with guaranteed impressions, demographic targeting and a polished product endorsement is a poor fit.
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The only audience figure is 5,325 LinkedIn followers on 8 October 2026.
Mat's posts point to a UK, north-of-England ecommerce audience, not a mass consumer or US audience.
Partner credits at the Digital Clubhouse Summit show acknowledgement, not what was paid or promised.
Mat's content is practitioner narrative, not product review or lifestyle content; the strongest examples are platform and conversion arguments with named clients such as Helmet City and Willow & Hall.
They are also openly sceptical about replatforming as a conversion fix, so a campaign requiring enthusiastic endorsement of a migration without caveats would fight the posts.
Before proceeding, ask for audience or campaign data to assess reach and targeting, and agree a campaign structure that fits Mat's evidence-led approach.
A worked campaign example
Worked campaign angle for the agency brief.
Goal: get in front of UK ecommerce decision-makers weighing a replatform and give them a reason to choose an evidence-led partner.
Format: a 20-25 minute session plus a panel seat, using the same structure Mat used at eCommerce Expo and Mage Camp.
Working title: 'When moving won't fix it: the conversion work to do before you replatform.' Narrative: open with the Helmet City and Willow & Hall case, state the 16% gain from the Hyvä rebuild before testing and the further 9% from optimisation on the faster site, then widen to the rule: fix storefront performance first, test second.
Mat's own line from eCommerce Expo, relayed by Adobe's Shaun McCran, is 'get the core working properly first, then build, unlock and thrive' — use it as the close.
Panel pairing: put Mat opposite a migration advocate, as the Digital Clubhouse Summit did with the 16:15 panel, so the trade-off is named in the room.
Audience route: offer the session through an event where in-house retailer and brand staff attend free, with agency and tech-side tickets paid; that is the Digital Clubhouse structure and puts the buyer audience in the room without asking them to buy a ticket.
Deliverables to agree: one conference or webinar session, one short case-study article built from the talk, and a named client approval for the Helmet City figures.
CTA: a migration-versus-optimisation diagnostic, not a generic demo.
Why it works: it uses Mat's actual argument, gives the agency a tested story with numbers, and puts the agency in front of the same UK ecommerce audience Mat already convenes.
Confirm client permission for the figures, recent audience data and commercial terms before proceeding; no rate card or package details are published.
Choose Boh for a campaign focused on the paid-media side of the conversion argument.
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Boh's client story shows how traffic generation and on-site conversion depend on each other: Boh audited and cut 40% of wasted ad spend, refocused around top sellers and tripled ROAS within six months, then watched the account stall in August when the storefront couldn't carry the higher spend.
For an agency campaign aimed at agency operators and ecommerce founders, it's a ready-made argument that world-class campaigns fail on a slow, outdated site.
Boh also appears as a co-host alongside Mat and Tony Conte on the Digital Clubhouse Summit, offering a way to share a northern ecommerce stage with the audience Mat convenes.
Pick Boh for a session or case write-up on the paid-traffic side of the migration-versus-optimisation question.
Boh's client story ends with the client serving notice because the storefront was too neglected to fund a fix.
It shows the limits of paid spend, not a completed conversion turnaround.
Boh's posts don't describe a platform migration or a Hyvä, Magento or Shopify rebuild, and they offer no conversion-rate gain to compare with Mat's Helmet City figures: 16% from the rebuild and a further 9% from optimisation.
For a campaign focused on the migration decision or a measured win rather than a cautionary tale, Mat is the better fit.
Choose Humayun for a campaign focused on the technical mechanics of a move rather than whether to move.
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The posts cover migration requirements directly: Magento 2.4.9 requires PHP 8.4 or 8.5 and MySQL 8.4 LTS or MariaDB 11.4, dropping PHP 8.3 and MySQL 8.0, and Magento 2.4.6 reaches end of life in August 2026.
Shopify Scripts stop working on 30 June 2026 and cannot be edited after 15 April 2026, with Shopify migrating nothing.
Humayun markets upgrade-readiness and compatibility audits at Kiwi Commerce, with week-by-week plans.
That suits a technical-track slot, a migration-readiness webinar or a written case study built on deadline-driven upgrade work and staging tests.
Humayun's posts focus on lead generation through free checklists, with readers prompted to comment or message.
They argue for migration rather than weighing the migration-versus-optimisation trade-off, and don't show before-and-after conversion results or speaking and event activity.
For a campaign questioning the replatform decision, Humayun is on the wrong side of the debate; ask for a case study with measured optimisation outcomes if those are essential.
Choose Keir to reach a Shopify-ecosystem audience of founders, agency owners and app builders, especially when format matters as much as subject.
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Keir runs Craft & Work, a small-format event series with talks capped at 20 minutes and no slide decks, pitched at soloists, founders and leaders building agencies, apps and digital businesses around Shopify, plus a patrons evening.
Past sessions covered partnerships, pricing, burnout and businesses that did not go to plan.
Pick Keir for a speaking slot or community-led collaboration built around the room and an honest-conversation format that has deliberately given first-time speakers a platform.
Keir's posts show event production and community, rather than platform migration or conversion-optimisation expertise.
They offer no conversion figures, client migration stories or Magento or Hyvä work.
The audience is Shopify-ecosystem builders and agency leaders, rather than in-house retailer and brand decision-makers weighing a replatform.
Keir is a format-and-audience alternative to Mat, not a like-for-like subject-matter swap.
Mat O'Connor published five public LinkedIn posts between 24 September and 7 October 2026, covering eCommerce Expo, a Mage Camp lightning talk on 14 October, and the previews and recap for the Digital Clubhouse Summit in Manchester.
The posts are short, event-linked and written in the first person, so the topics, brand relationships and views described here are what those posts say and nothing further.
Similar-creator comparisons concern posts by three other creators dated May to October 2026.
Several things a reader might want are not established by the posts.
O'Connor's posts do not include talk recordings, transcripts or event videos, so the sessions are known only through O'Connor's own summaries.
There is no post-level reach, impression or audience-demographic data, and the only follower figure is a LinkedIn count recorded in October 2026.
No sponsorship menu, rate card or inquiry page is published, and partner credits at the Digital Clubhouse Summit show acknowledgement rather than what was paid or promised.
The conversion figures for Helmet City — reported as a 16% rise after a Hyv e4 rebuild before any testing, plus a further 9% from later optimisation — are O'Connor's own account and are not independently documented in the posts here.
Earlier career history and any signature books, shows or other public work remain open questions rather than confirmed absences.
