Wakke Agency strategic e-commerce consulting and advisory

About

wāk (noun): As a child, I was fascinated by the steady and unwavering wake of boats. Even amidst turbulent waves, the wake remained resilient, confronting them with unwavering determination, confident that it would soon regain its composure. When searching for a name for my company, I desired a word that would evoke nostalgia for a simpler era while also embodying courage in the face of adversity. Thus, Wakke was born.

About Wakke

Wakke Agency is a New York City–based E-commerce agency led by Paul Sanford, an executive-level advisor and strategist who specializes in partnering with start-ups and emerging brands who are at an inflection point but have a limited in-house E-commerce team.

Our guidance helps develop and execute a scalable business model for brands grow their business. His extensive expertise in spearheading strategic E-commerce re-platforms & launches, digital transformations, and website audits for start-ups and mid-market E-commerce brands, including The Metropolitan Museum of Art, Melissa & Doug, Miron Crosby, Copper Cow Coffee, Rye 51, and others in the Direct-to-Consumer (DTC) and B2B space.

He attributes his success to his diverse background, enabling him to devise an efficient approach and process to identify innovative solutions while adhering to E-commerce best practices. He believes that success is the result of careful planning, hard work, and the right experience at the right time. Paul possess extensive knowledge and a collaborative approach that enables him to seamlessly integrate into your team and help unlock your business's potential to achieve measurable success.

>Wakke is an E-commerce consulting agency led by Paul Sanford, an executive-level advisor and strategist who specializes in partnering with start-ups and emerging brands

“If you want to go fast, go alone. If you want to go far, go together.”

Our Values

  • Practical over perfect

    We prioritize what moves your business forward now, not what looks impressive on paper.

  • Founder-first thinking

    We work as if the business were our own, making thoughtful decisions with long-term impact in mind.

  • Clarity beats complexity

    E-commerce is complicated enough. Our job is to simplify, focus, and guide in your journey.

  • Embedded partnership

    We don’t work at arm’s length. We integrate into your team and support you where it matters most.

About Wakke

  • Who We Work With

    Wakke Agency works best with:

    • New brands preparing to launch their first E-commerce store
    • Early-stage businesses looking to gain traction and momentum
    • Founders who want clear direction, not just deliverables
    • Small teams who need strategic support without hiring full-time

  • What We Help With

    • E-commerce strategy and planning
    • Shopify platform guidance and setup
    • Store optimization and conversion support
    • Operational workflows and processes
    • Ongoing advisory and execution support
    • We focus on building systems and strategies that scale without unnecessary complexity.