Q&A: Rupert Cross, CEO, Lead Consultant & Co-Founder – 5874 Commerce
Rupert Cross is CEO, Lead Consultant and Co-Founder of 5874 Commerce, an award-winning eCommerce agency based in the UK.
With 20 years’ experience in digital commerce, Rupert has led 5874 in delivering large-scale digital transformation projects for global retailers. The agency is recognised for its expertise in complex builds and architectures and for partnering with leading technology providers such as BigCommerce, Shopify, Akeneo, Jitterbit and many more. Rupert is also a passionate advocate for long-term client partnerships, believing that ongoing optimisation is just as important as the initial build.
Can you tell us a bit about your background?
I’ve been working in eCommerce for over two decades now. I started out in design before moving into building and scaling digital solutions. Over the years, I’ve founded and directed several businesses, but 5874 Commerce has been my focus since 2012. I’ve seen the industry evolve dramatically – from the early days of monolithic platforms to today’s MACH-based and composable approaches. What hasn’t changed is the importance of good data and good implementation – the two things that make or break every project.
What does your company do? / What is your USP?
5874 Commerce is a full-service eCommerce agency. We help retailers and brands deliver seamless digital experiences, whether that’s a global roll-out or ongoing optimisation of their online store. Our USP lies in being both deeply technical and highly consultative – we don’t just “do the build,” we help retailers shape the right strategy for their business. It’s not about collecting partners for the sake of a logo wall – our approach is to be fully certified and deeply trained in the platforms we work with. That way, we can deliver true expertise rather than a “jack of all trades” approach, ensuring retailers get the right solution implemented properly.
What’s special about your approach?
What’s special about our approach is that we don’t just implement technology – we make sure it’s the right fit and that it’s implemented properly. Too often, retailers are sold on shiny new tech that doesn’t actually meet their needs, or it’s implemented poorly and creates more problems than it solves. At 5874, we focus on long-term success: solid strategy, clean data, strong UX and scalable architecture.
What advantage does it add?
The advantage is resilience and agility. When retailers work with us, they’re not just getting a project delivered – they’re getting a platform that can grow with them, scale into new regions, integrate with their wider ecosystem and adapt to market shifts. That agility is what drives long-term ROI.
How does a product/service implementation actually look like and how do you measure success?
Every implementation starts with discovery – understanding the retailer’s business goals, tech stack and data. From there, we design the architecture, build, test and roll out, usually in phases to minimise disruption. Success isn’t just about launch day; it’s about performance metrics, conversion improvements, scalability, and ultimately whether the retailer feels more empowered to run their business digitally.
How are retailers using your systems to gain competitive advantage and what does best practice look like? Can you share a case study with us?
A great example is our work with Movora. Over the past two years we’ve delivered a global digital transformation for them – rolling out in the EU, Canada and now the US. We used MACH principles with Akeneo, Jitterbit, BigCommerce, Searchspring and Builder.io to create a scalable, future-proof solution. The competitive advantage comes from centralised data, streamlined workflows and a digital experience that supports rapid expansion into new regions.
But best practice doesn’t only apply to big global rollouts – it’s just as relevant to ambitious UK retailers. For Codex, for example, we implemented Akeneo PIM and Jitterbit to give them control over their product data, laying the foundations for a scalable digital future. For Furniturebox, we rebuilt their navigation and UX, integrating Builder.io and Searchspring to give their customers a faster, more intuitive shopping experience. Both projects show that competitive advantage comes from combining the right tools with the right strategy, and then continually optimising rather than treating launch day as the finish line.
Are there other companies you partner with?
Yes, partnerships are at the core of what we do. We work closely with BigCommerce, Akeneo, Jitterbit, Builder.io and Patchworks among others. These partnerships allow us to deliver composable solutions that are robust, scalable and tailored to the retailer’s needs.
What challenges and opportunities do you see in UK retail for 2026?
The biggest challenges are data and implementation. Retailers are drowning in data but struggling to make it useful – and in an AI-driven world, that gap only grows. The opportunity is in getting data right: structured, enriched and accessible. Another challenge is cost – retailers often cut corners with cheaper builds that end up costing them more in remedial work. Those who take a long-term view, investing in the right strategy and partners, will be the ones who thrive.
How will you address these challenges and turn them into successes?
We’ve always said data makes or breaks a project. At 5874, we’re doubling down on helping retailers get their product data in order and building flexible architectures that can scale with them. By combining solid data foundations with strong implementation, we give retailers the confidence to embrace AI, expand into new markets and deliver better customer experiences.
What is on the horizon for you as a company?
We’re continuing to grow internationally with more large-scale global rollouts, while still supporting our long-term UK clients with ongoing optimisation. We’re also investing more into composable architectures and AI-driven enhancements, making sure our clients can adapt quickly to what’s next in retail.
Any final thoughts?
Retail doesn’t stand still – and neither should your digital strategy. Whether you’re scaling internationally or optimising your current store, the right data, the right implementation and the right partner make all the difference.
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To find out how 5874 Commerce can help your retail operation, visit them online here or connect with them here.
