Our founder's story
Brian Anderson started his journey as an engineer at an ecommerce agency. Frustrated with the lack of technical focus, Brian created ShopElf in 2016 as a new type of consulting firm in commerce. ShopElf brought a competitive advantage to brands and retailers by leveraging innovative engineering solutions.
The ShopElf team started by diving into headless commerce solutions with a broad scope; they solved problems related to progressive web apps (PWAs), internet of things (IoT), and composable APIs that interacted with satellite networks. Brian became a thought leader in the space and was a featured speaker at several headless conferences and ShopElf began to shake up the industry.
But a problem perplexed the team; headless work was challenging because robust composable infrastructure was missing from the industry. Tired of relentlessly building and maintaining custom servers and DevOp solutions, Brian began architecting and designing a multi-tenant system to ingest, normalize and syndicate commerce and content data.
The architecture for this new platform would streamline the data flows, data structures, indexing systems and APIs needed to execute composable headless projects consistently. Realizing that the opportunity for this solution stretched well beyond the consulting firm, Brian raised capital from notable commerce angels and venture investors, and Nacelle was born.
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