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Adam Sturrock

Adam Sturrock

Co-Founder, RetailerBoost

Y Combinator alumnus, exited e-commerce founder, and operator. Building performance-led growth infrastructure for online retailers.

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About Adam

Adam Sturrock is the co-founder of RetailerBoost, a performance-led e-commerce growth platform that funds incremental Google Shopping campaigns for online retailers and only charges on the orders its ads directly generate. He has spent more than a decade building, operating, and marketing commerce infrastructure on both sides of the Atlantic.

In 2013 he co-founded Moltin, one of the first headless commerce platforms and a Y Combinator W15 alumnus, before "headless" had entered the mainstream vocabulary. Moltin grew to thousands of developers and brands, raised over £10m in angel and venture funding, and was acquired by Elastic Path in 2019. Across the lifecycle Adam held roles spanning Co-Founder, Chief Communications Officer, VP Customer Success, and Principal Product Marketing Manager.

After the Moltin exit, Adam was VP of Product Marketing at Amplience, the headless content and experience platform used by enterprise retailers including Crew Clothing, Ted Baker, and Argos. He led positioning, sales enablement, and go-to-market strategy through a key growth period for the platform.

He went on to found Order Legend, a CPA-based Google Shopping platform built exclusively for Shopify, where he served as CEO. Order Legend funded the ad spend itself and only charged merchants on orders the platform originated. The model generated $11m+ in incremental revenue across more than 155,000 orders for over 1,000 Shopify stores. The lessons from running real merchant P&Ls every day directly inform RetailerBoost today.

Adam is also Director of Product Marketing at Redbrain, RetailerBoost's partner business that runs the equivalent CPA Google Shopping service across EU Comparison Shopping Services markets. Earlier, he served on the MACH Alliance technology council, contributing thought leadership and practical guidance for retailers and brands evaluating composable, best-of-breed commerce architectures.

He writes about Google Shopping economics, performance-marketing models, headless and composable commerce, and the operational reality of running paid acquisition for online retailers. Every post is grounded in live campaign data, not theory.

Areas of expertise

  • Google Shopping
  • Performance marketing
  • CPA advertising models
  • Shopify growth
  • Headless and composable commerce
  • MACH architecture
  • Product marketing
  • Enterprise solution architecture
  • E-commerce go-to-market

Selected work

Order Legend — $11m+ generated on a fully CPA model

Built and ran the CPA Google Shopping platform that funded ad spend on behalf of 1,000+ Shopify merchants and generated over $11m in incremental revenue across 155,000+ orders. Merchants paid only on orders the platform originated.

Redbrain — incubating new performance ad models at one of Europe's largest Google CSS partners

As Director of Product Marketing at Redbrain, leads strategic initiatives across performance marketing and ecommerce, identifying high-leverage opportunities and turning them into scalable products. Redbrain operates as a Google Comparison Shopping Services partner across major EU markets and is the partner business behind RetailerBoost's equivalent service in Europe.

Moltin — pioneering headless commerce, exited to and acquired by Elastic Path

Co-founded one of the first headless commerce platforms in 2013. Y Combinator W15. Raised £10m+ in angel and venture funding before exiting to Elastic Path in 2019.

Y Combinator W15 — verified alumnus

Accepted into Y Combinator's Winter 2015 batch through Moltin. YC alumni status is verifiable via Y Combinator's official alumni verification page.

Amplience — VP of Product Marketing

Led product marketing at the enterprise headless content and experience platform through a key growth period, owning positioning, sales enablement, and go-to-market strategy.

MACH Alliance — technology council contributor

Helped shape industry guidance for retailers and brands evaluating composable architecture as a member of the council and ambassador programme.

Experience

  1. Co-Founder · RetailerBoost
    Nov 2025 – Present

    Co-founded a performance-led growth platform that funds incremental Google Shopping campaigns for online retailers and only charges on the orders its ads directly generate. No setup fees, no retainers, no long-term contracts.

  2. Director of Product Marketing · Redbrain
    Apr 2023 – Present

    Leads strategic initiatives across performance marketing and ecommerce at one of Google's largest Comparison Shopping Services partners in Europe. Incubates new ad models and platforms that drive measurable value for retailers.

  3. CEO · Order Legend
    Apr 2023 – Apr 2025

    Led product, growth, and operations for a CPA-based Google Shopping platform exclusively for Shopify. Order Legend funded ad spend and merchants only paid on orders generated. Helped 1,000+ stores produce $11m+ in incremental revenue across 155,000+ orders.

  4. VP of Product Marketing · Amplience
    Jan 2021 – Aug 2022

    Led product marketing at the enterprise headless content and experience platform used by leading global retailers, covering positioning, sales enablement, and go-to-market for new product capabilities.

  5. Member, Technology Council & Ambassador · MACH Alliance
    Oct 2020 – Sep 2022

    Contributed thought leadership and practical guides for retailers and brands navigating modern, composable commerce architecture as part of the industry body advocating for open, best-of-breed enterprise technology.

  6. Co-Founder · Moltin (acquired by Elastic Path)
    Apr 2013 – Feb 2020

    Co-founded one of the first headless commerce platforms. Y Combinator W15 alumnus. Raised £10m+ in angel and VC funding, served thousands of developers and brands, and was acquired by Elastic Path in 2019. Held roles spanning Chief Communications Officer, VP Customer Success, and Principal Product Marketing Manager.

Education

Credentials

  • Y Combinator W15 alumnus (verified) — Through Moltin, accepted into Y Combinator's Winter 2015 batch. Verified via YC's official alumni verification.
  • Exited founder — Co-founded Moltin (2013) and exited to Elastic Path in 2019 after raising £10m+ in venture funding.
  • Former MACH Alliance technology council member — Contributed industry guidance on composable, best-of-breed commerce architecture (2020–2022).
  • $11m+ in performance Google Shopping revenue — Generated for 1,000+ Shopify merchants across 155,000+ orders at Order Legend, on a CPA model with all ad spend funded by the platform.

Featured in & speaking

Selected writing elsewhere

Editorial philosophy

Adam writes every post that appears under his byline — no ghostwriters, no agencies. Concrete numbers (budgets, ROAS ranges, bidding strategies) are checked against live merchant campaign data before publishing. If a claim can't be backed by a real campaign or a cited source, it doesn't go in.

Posts by Adam Sturrock

10 tips to ensure Google doesn't suspend your Merchant Center account for Misrepresentation
November 26, 20252 min read

10 tips to ensure Google doesn't suspend your Merchant Center account for Misrepresentation

Google is working hard to ensure the stores that promote products on their shopping carousel offer a high-quality customer experience. In this post, we share some quick tips to not get stuck.

Adam SturrockAdam Sturrock
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