craveble.com
Food commerce and fulfillment
Four food brands, one backend, and books that classify themselves.
4 brand storefronts on one multi-tenant backend, plus the flagship store
Venture we co-operateCraveble
Read the case →Industries · Ecommerce
Ecommerce development that counts every order.
Ecommerce development, for us, is the store and the backend behind it: several brands on one platform, payments that survive refunds and disputes, shipping, tax and email. Then we make the paid traffic and the tracking count, so you judge ads on the orders your store recorded.
30 minutes. A written gap map. No pitch unless you ask for one.
4
brand storefronts on one multi-tenant backend, plus the flagship store
Venture we co-operate
receipt
SOURCE · Craveble platform monorepo
METHOD · Storefront apps deployed against the shared API.
VERIFIED · 2026-09
CLASS · repository
✓ every number on this site opens its receipt
CLAIM · storefronts
How we count✓ Row-level security
each brand’s data isolated by the database
each brand’s data isolated by the database
ShipStation · TaxJar
fulfillment and tax without a dashboard to refresh
fulfillment and tax without a dashboard to refresh
01 · What goes wrong
The store works in the demo. Then the business arrives.
The problems ecommerce founders bring us, in their words. One is enough to start asking questions.
- Sprawl
Every new brand is another codebase.
A second brand means a second theme, a second checkout and a second set of bugs. Add a brand and every fix ships again.
- Money
Checkout works until a refund, a dispute or a tax rule shows up.
A demo checkout takes a card. A real store takes returns, partial refunds, chargebacks and sales tax that changes by product and by state.
- Manual
Fulfillment runs on someone refreshing a dashboard.
Orders wait for a person to print labels, update status and chase voided shipments. The store grows faster than the person.
- Overclaimed
The ad platforms grade their own homework.
Google counts a video view as a purchase. Meta counts the same order. Your store saw one sale, and nobody can say which spend paid for it.
- Unfindable
Shoppers can’t find where to buy.
The distributor list is stale, the store locator points at shops that stopped stocking you, and search sends people to the wrong page.
02 · What we build
The whole store, from the checkout to the ad that paid for it.
Both halves in one place, because attribution dies in the gap between the people who build the store and the people who buy the traffic.
01Storefronts
Stores that look like the brand, not the platform
Custom React and Next.js storefronts, or a Shopify theme tuned for subscriptions, memberships and wholesale. Each with its own sender identity, sitemap and structured data.
02Backend
One backend behind every brand
Multi-tenant commerce isolated by Postgres row-level security, so a new store is a provisioning script, not a new codebase. Checkout rules, option-level inventory and coupons per store.
Product Engineering03Payments
Payments that survive refunds and disputes
Stripe or Square with webhooks, partial refunds, chargebacks and sales tax by product and state. Books that reconcile stores, payouts and bank statements to the cent.
04Operations
Fulfillment that runs itself
ShipStation and carrier webhooks move each order through fulfillment, catch voided shipments and record shipping cost per order. Transactional email goes out from each brand’s own sender.
05Tracking
Tracking that counts the real order
One purchase conversion, GA4 and the tag container rebuilt, click IDs carried from the ad through to checkout, and platform numbers reconciled against the orders your store recorded.
06Traffic
Paid traffic and search that pay back
Ad accounts audited line by line, landing pages written for the shopper the ad targets, and store locators and per-state pages generated from your own distribution data.
The Growth Engine
03 · Proof you can check
Stores we run, stores we built, and the measurement behind them.
Our own brands run on these rails and are labeled as ours. The paid-traffic figures come from the audit and measurement work for a DTC pet-food brand we name only with its permission. Every figure opens its receipt: where it came from, how it was counted, and when we last checked.
4
stores on one commerce platform, with books that close to the cent
Square payments, ShipStation and FedEx logistics, Klaviyo and SendGrid email, double-entry accounting.
Our own product
receipt
SOURCE · Pour Path platform repositories
METHOD · Production stores provisioned in the platform’s control center.
VERIFIED · 2026-09
CLASS · repository
✓ every number on this site opens its receipt
CLAIM · pour-path-stores
How we count4 → 1
actions Google Ads was counting as a sale, cut to the one real store purchase
Two were video-engagement actions and one was a duplicate purchase tag that could never fire.
receipt
SOURCE · Google Ads conversion settings for a DTC pet-food brand, before and after (account change log)
METHOD · Primary conversion actions in the account before and after the change, confirmed by re-reading the account’s conversion settings.
VERIFIED · 2026-09
CLASS · platform account
✓ every number on this site opens its receipt
CLAIM · conversion-actions
How we count$1,094
a month of ad spend leaking, found in a line-by-line account audit
A Demand Gen campaign was buying orders at $206 CPA against a $35 target.
receipt
SOURCE · Google Ads account data for a DTC pet-food brand, delivered as a written audit
METHOD · Campaign-level cost against real purchase conversions over a 30-day window, as reported in the written account audit.
VERIFIED · 2026-09
CLASS · platform account
✓ every number on this site opens its receipt
CLAIM · spend-leak
How we count6.7% vs 1.7%
purchase rate: shoppers who clicked through from the landing pages vs the store-wide average
Persona landing pages with ad-mode navigation, and every click ID carried into the store.
receipt
SOURCE · Store analytics, order data and landing-page server logs for a DTC pet-food brand
METHOD · Store sessions that entered from the landing pages, and their purchases, over a 30-day window, compared with the store-wide purchase rate for the same window. It counts shoppers who clicked through to the store, not every landing-page visit.
VERIFIED · 2026-09
CLASS · platform account
✓ every number on this site opens its receipt
CLAIM · landing-lift
How we countThe work behind the numbers
Also on the books
Beverage alcohol commerce · Pour Path
Four alcohol brands on one commerce platform
Multi-tenant storefronts on one backend, with Square payments, ShipStation and FedEx logistics, Klaviyo and SendGrid email, and double-entry books that reconcile stores, payouts and bank statements to the cent. An AI data API answers questions about any order through a Postgres role that physically cannot write.
Our own product
Better-for-you snacks (DTC) · FeastFast
A subscription-ready storefront for a diabetic-friendly cookie brand
A customized Shopify theme wired for recurring revenue: subscriptions, memberships, Klaviyo email and SMS, reviews, preorders and wholesale gating, with hand-tuned performance. A persona campaign landing page walks visitors to checkout with a trackable offer code.
Client
Ready-to-drink cocktails · Rivergreen Cocktails
A distributor spreadsheet became a findable store locator
For a canned-cocktail brand, Python build scripts turn real distributor sales data into a geocoded store locator and per-state SEO pages with structured data and directions links, regenerated from the same dataset. An age gate handles alcohol-marketing compliance.
Client
Meal prep and delivery · CleanEats
One meal-prep storefront serving police, schools and seniors
A Bay Area meal-prep company’s ordering operation: consumer plans, catering and gift cards, ZIP-gated delivery routing and a live macro calculator, plus dedicated ordering portals for police departments, correctional facilities, schools and senior meals.
Client
- Venture we co-operateCravebleA Meta Pixel funnel from product view to purchase value on one brand’s storefront, and Tag Manager on the flagship, so paid traffic is judged on purchases rather than clicks.
- ClientPursuit ProteinAn interactive comparison tool for a protein-bar brand, with every marketing claim checked against a competitor dataset on each build.
- ClientKnee Deep BrewingA brewery site the brewery runs itself: an admin CMS, a distributor locator, newsletter capture and campaign tracking.
04 · In their words
Clients on the work, word for word.
Names and titles attached. When someone also has a business tie to our founder, it is disclosed under the quote.
Synaptech built a solid food delivery app that works well for our business. The ordering system is straightforward and our customers find it easy to use. Good communication throughout the project.
Darren McAdamsLinkedInFounder · FoodJetsDisclosure Darren is also Veer’s co-founder at Craveble, a venture we co-operate, and the two work together at American DVBE.
05 · How it starts
Backend and money paths first. Then the storefront. Then the traffic.
The same order every time, because each step protects the next. You see the plan before we start and the store before it launches.
Store already live? Start with the free Growth Engine Audit instead. It ends with a written audit either way.
Step 1: The free Production Gap Review
Bring the store you have, the theme you started, or just the brands you plan to sell. We walk it together, then hand you a written gap map across hosting, security, payments, tax, fulfillment, integrations and tracking.
Out a written gap map, yours to keep
Step 2: A fixed, scoped plan
If there is a fit, you get a fixed price and a written plan: what we keep, what we rebuild, and why. If there isn’t a fit, we say so.
Out fixed price + written plan
Step 3: Backend and money paths
Tenant isolation, payments, refunds, tax and the webhooks that move an order through fulfillment go in before any storefront gets its polish, with tests on every path that moves money.
Out money paths under test
Step 4: Storefronts and launch
Each brand’s store on the shared backend, branded email from its own sender, structured data and a sitemap, then a monitored cutover with a rollback path.
Out stores live, monitored
Step 5: Tracking before spend
One purchase conversion, the tag container rebuilt and click IDs carried to checkout, verified before the first ad dollar is spent.
Out tracking verified end to end
Step 6: Then fill it
The Growth Engine: the ad account audited line by line, landing pages for paid traffic, lifecycle email and SMS, and a store locator or per-state pages built from your own data.
Out a next step, not a hand-off
06 · Straight answers
Questions store owners ask before they build.
Do you build on Shopify or custom?
Both, depending on the business. A single brand with subscriptions and wholesale often belongs on Shopify with a tuned theme, Klaviyo and a campaign landing page. Several brands under one roof usually need a custom multi-tenant backend, so a new store is a provisioning run instead of a new codebase.
The gap map says which, and why, before a line changes.
Can you run several brands from one backend?
Yes. We run our own that way: each store’s data isolated by the database itself, with its own checkout rules, inventory, coupons and sender identity. A new brand is one provisioning script, and every fix ships once.
Our ads are running but nobody can tell what they return. Is that an engineering problem?
Usually, yes. Tracking breaks in the gaps between the ad account, the tag container and the store: duplicate conversion actions, video views counted as purchases, click IDs lost on the hop to checkout. We rebuild the measurement first, reconcile the platforms’ numbers against the orders your store recorded, and only then talk about budgets.
If the store is already live, start with the free Growth Engine Audit.
Do you handle shipping, tax and refunds?
Yes. Carrier and ShipStation webhooks move orders through fulfillment and record shipping cost per order, tax codes set the rate by product and state, and payments are built for partial refunds, chargebacks and disputes. The books reconcile stores, payouts and bank statements, which is how we run our own.
We already sell on a platform. What happens to orders while you move us?
They keep flowing. The new backend goes up beside the store you have, the money paths are tested against real orders in staging, and traffic moves over in a monitored cutover with a rollback path. The old store retires only after the new one has taken its load.
If the store is already live and the problem is the ads, start with the free Growth Engine Audit instead.
07 · The front door
Find out what’s between your store and production.
Bring the store, the theme or just the brands. Leave with a written gap map across hosting, payments, tax, fulfillment and tracking, before you spend a dollar. If we’re not the right team to close the gaps, the map is still yours.
30 minutes. A written gap map. No pitch unless you ask for one.
- Product live but empty?
Get a free Growth Engine Audit - Not ready to talk?
Get the Production Gap Checklist
info@synaptech.io +1 (925) 255-9507 Pleasanton, CA