One engineer.
10 years.
50+ projects.
Leo Nguyen built LUMA-E as the answer to a question agencies couldn't: how do you ship better ecommerce work with one senior and a stack of AI than a 5-person team can?
How we got here.
Ten years of shipping, four pivots, one consistent thread: ecommerce that actually moves the metric.
First Magento build
Started shipping Magento 1 storefronts for VN D2C brands. Learned the platform inside out. ~12 stores in year 1.
Shopify Plus + international
Pivoted to Shopify Plus when M2 migrations became gnarly. First international clients: US, AU, SG. ~40 builds shipped.
Klaviyo retainer · Kidsplaza.vn
Took over Klaviyo for Kidsplaza.vn, top-3 VN kids retailer. 3-year retainer. Email-attributed revenue +38% in first 90 days.
Built first AI-assisted build pipeline
Started integrating Copilot, ChatGPT, custom prompts into build workflow. Discovered the leverage: senior + AI ships 3× faster than mid + AI.
LUMA-E v1 launched
Reorganized solo+AI as a positioning, not a tactic. 10 builds shipped in first 6 months. Reached 200th lifetime project.
LUMA-E v2 — AI Visibility moat
Added AI Visibility (LLM SEO) as Cluster A. Built proprietary citation monitor. Active retainers across VN, US, UK, SG.
What I won't do.
The shortlist of things that keep LUMA-E from drifting into a generic agency.
No discovery theater
Discovery is a billable phase that produces a PDF. We replace it with one 30-min call and a 24h written SOW. Decisions are cheaper when made fast.
No retainer trap
Most agency retainers are autopay until the founder notices. Ours are 30-day notice, with the option to renegotiate scope every quarter. No autopay surprises.
Receipts, not theories
Every claim ships with a number, a URL, or a name. "World-class" gets cut. "Lifted CVR 38% in 90 days" stays.
Senior on every call
You always talk to the person writing the code. No account manager handoff, no junior on your build, no "let me ask my team" delay.
One platform deep beats four shallow
Shopify, Magento, NextJS, Klaviyo. Four stacks we know cold. Anything outside that, we'll tell you in 24h whether to hire us or refer.
AI is leverage, not a hire
AI doesn't replace the practitioner. It replaces the 5-person org chart around the practitioner. The human stays senior, the AI handles scaffolding.
Tools in daily use.
Not a brag list — what's actually open in tabs right now.
Shopify Plus
Builds + B2B portals · Hydrogen for headless
Magento 2
Migrations · Hyvä frontend · maintenance
NextJS 15
App Router · Vercel · Tailwind v4
Klaviyo
Flows · segmentation · attribution
GA4 + Looker
Server-side GTM · custom dashboards
Claude + Cursor
Production AI in the build loop
Vercel + Cloudflare
Edge rendering · cache strategy
Linear + Slack
One channel per client · daily standup
Senior practitioner.
Same call, every time.
30-min scoping call. Direct to Leo. No filtering, no junior, no AM. Decide if we're the right fit in one conversation.