Jon Cleaver, chief technology officer at SportsShoes.com, has spent over 20 years leading technology transformation across retail and ecommerce. At SportsShoes.com, he helps shape the systems, processes, and innovations that support the next phase of the business’s growth. According to Cleaver, “You don’t really know how customers are going to interact with new technology until you put it in front of them, so we test, learn and refine.”
Cleaver shared his perspective on the future of retail, the lessons learned from SportsShoes.com’s digital transformation, and why building the right technology foundations is key to long-term success. He emphasized that successful transformation is as much about people as it is about technology, and that bringing the business along and solving real problems for customers and teams is essential.
Background and Expertise
Cleaver has spent more than 20 years working in retail technology, leading digital transformation programs across various businesses. He joined SportsShoes.com four years ago as chief technology officer and has since led the company’s significant transformation journey, modernizing its ecommerce platform with a composable architecture.
Cleaver noted that one thing he’s learned throughout his career is that successful transformation requires a focus on people as well as technology. He said, “You can have the best platform in the world, but unless you bring the business with you and solve real problems for customers and your teams, you’re never going to get the full value from it.”
SportsShoes.com Business Model
SportsShoes.com is an online running shoes, running clothing, and outdoor gear retailer that stocks many of the world’s leading brands. The company’s goal is to make it easy for customers to find the right products for their needs, whether they’re buying their first pair of running shoes or preparing for their next marathon.
Ecommerce Platform and Approach
SportsShoes.com’s approach has been to build the right foundations first, rather than chasing every new trend. The company moved to BigCommerce, part of Commerce, and adopted a composable architecture, giving it a flexible technology platform that can evolve alongside the business. Cleaver said, “Rather than chasing every new trend, we’ve focused on creating an ecosystem that’s adaptable, scalable and ready for whatever comes next.”
The company has also learned the value of experimentation, testing new technologies and refining them based on real customer behavior. Cleaver emphasized that the biggest advantage of the company’s approach is flexibility, which allows it to introduce new capabilities more quickly and respond faster to changing customer expectations.
Read Also: Retailers Need Standards Software for Refits
Since modernizing its ecommerce platform, SportsShoes.com has achieved a significant increase in conversion and has given itself the flexibility to continue evolving the customer experience. The company has built a platform that’s ready for what’s next, whether it’s AI, improving product discovery, or preparing product data for future developments like agentic commerce.
Getting buy-in across the business and helping people understand why changes are being made is every bit as important as the technology itself. When it comes to measuring success, the company always starts with the customer. Commercial metrics like conversion are obviously important, and SportsShoes.com has seen a 50% increase in conversion since modernising its ecommerce platform. Cleaver said, “It’s creating a platform that allows us to keep moving forward.”
SportsShoes.com works with several technology partners, including Feedonomics, to strengthen its product data and enhance product discovery. The company’s ability to integrate these technologies together has been a key part of its transformation, giving it the flexibility to adopt new technologies as the business grows.
Overcoming Retail Challenges
Cleaver emphasized that the biggest challenge for retailers is knowing where to focus, with technology evolving incredibly quickly. He said, “The key is building the right foundations so you’re ready to adopt new innovations when they genuinely add value, rather than chasing every new trend.”
The company’s focus is on continuing its transformation journey, applying the same thinking across the rest of the business, and creating a technology ecosystem that’s flexible, scalable, and ready to support whatever comes next. SportsShoes.com will also continue exploring where AI can deliver genuine value, taking a measured approach by testing new ideas, learning from customers, and investing where it can see a clear benefit.
Cleaver noted that the company has implemented Feedonomics to strengthen its product data and is testing AI-powered product discovery to improve the customer experience.
SportsShoes.com’s approach to ecommerce and technology has been shaped by its experience and expertise in the retail industry. The company’s commitment to testing, learning, and refining its approach has allowed it to stay ahead of the curve and deliver a better customer experience.
Read Also: PerfectTed co-founder Marisa Poster speaks to Retail Bulletin
The company’s use of a composable architecture has given it the flexibility to introduce new capabilities more quickly and respond faster to changing customer expectations. This approach has been critical to the company’s success, allowing it to stay agile and adaptable in a changing retail environment.
With its focus on people, technology, and customer experience, SportsShoes.com is well-positioned for long-term success. The company’s ability to balance innovation with practicality has allowed it to deliver a better customer experience while also driving business growth.
Driving Successful Transformation
Cleaver’s emphasis on the importance of people and technology in driving successful transformation is a key takeaway from the company’s experience. By focusing on building the right foundations and creating a flexible, adaptable ecosystem, retailers can position themselves for success in a changing industry.
SportsShoes.com’s story shows the power of a well-planned technology strategy in driving business growth and delivering a better customer experience. As the retail industry continues to evolve, the company’s approach will likely serve as a model for other retailers looking to stay ahead of the curve.
According to Cleaver, the company will continue to test, learn, and evolve, because that’s what retail has always been about. The company’s focus on innovation and customer experience will be critical to its success in the years to come.
As the company looks to the future, it’s clear that its commitment to building the right technology foundations and creating a flexible, adaptable ecosystem will be key to its success. With a strong foundation in place, SportsShoes.com is well-positioned to take advantage of new innovations and continue delivering a better customer experience, with a 50% increase in conversion since modernising its ecommerce platform.
