Forward Catalyst
Hi, i’m Jemma
I’m a freelance strategic advisor with 15 years’ experience building, scaling, and commercialising products in fashion ecommerce and resale - from ASOS and Mercari to founding and exiting my own live stream resale app, FINDS.I now help brands, retailers, marketplaces, and startups understand what’s next in commerce - and how to stay relevant in a world where customer expectations, behaviours, and technologies are evolving faster than many teams are prepared for.
Catalysing
Whether you're launching something new, experimenting with AI, or shifting strategy to meet changing behaviours, I help identify the strongest opportunity space - shaped by real customer needs and future-facing market signals.
Building
I support founders and operators in aligning product, positioning, and experience with how people actually shop today - from resale-native consumers, and social shopping to those moving from search-based discovery to AI-driven suggestion.
Growing
I help companies navigate emerging distribution channels like TikTok Shop, adapt to the rise of shopping agents, and rethink traditional funnels in favour of behavioural and data-driven loops.
Commercialising
Crafting and refining revenue models built for the AI era. Whether it's optimising monetisation for digital platforms or unlocking new value streams through AI, I’ll help you turn innovation into sustainable growth.
A better experience is overdue
Online shopping hasn't meaningfully changed in over a decade. We can do better - for shoppers, resellers and the people building for them. If you’re navigating these shifts or building in this space, let's connect.
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