Woven Commerce

Katherine A Villarreal

Hello. I’m

For 8 years I’ve worked across nearly every side of ecommerce: operations, marketing, catalogs, customer service, and the systems that tie them together. That range is my advantage. I can see how a customer complaint, a clunky checkout, and a stalled campaign are often the same problem, and I build the smallest fix that solves it. Now I’m bringing that way of working to product, turning customer data into what we build next.

My Current Obsession

The Tickets Nobody Reads

One graduation season, we were short-staffed, so I jumped on customer service, and it turned into the best market research I’ve ever done. Every call and ticket was a customer telling me exactly how they shopped, and a pattern quickly emerged: schools and training programs were placing orders 2–3x bigger than our typical customer. We were treating them like one-off shoppers, and we weren’t making it easy for them to buy for their circumstances or get the best possible prices.

So I built them their own front door: a low-tech Shopify landing page with a qualification form, custom pages for each school, and discount codes for their students. It raised AOV 20% in year one, and it’s still running today.

That season changed how I think about customer tickets and how I train my customer service staff. Now I read through tickets every two weeks and, with the help of AI, identify product opportunities, UX/UI improvements, and gaps in site information, and discover real-world messaging to use in campaigns.

Read the full story → Built a B2B Channel That Raised AOV 20%

lET’S wORK tOGETHER

kat@wovencommerce.com
(347) 234-5305
Brooklyn, NY 11213

Katherine A Villarreal

My Current Obsession

The Tickets Nobody Reads

CASE STUDIES

B2B channel that raised AOV 20%

1,000+ SKUs to a 70-design relaunch

140% growth on a managed marketing budget

Spotify feature proposal: full product spec & deck

lET’S wORK tOGETHER