I help brands and retailers sell good.

I help e-commerce brands and retailers tighten up the fundamentals and get the house in order to optimise their existing business and to help push for the next stage of growth.

  • Direct, practical support for founders, small business owners, and e-commerce practitioners navigating start-up, scale, exits, or career inflection points. Sessions are focused on decision-making, prioritisation, and operator-level problem solving not theory.

    From $150/hour + GST

  • A full review of how your e-commerce business actually operates, covering merchandising, marketing, operations, technology, and financial performance. You’ll get clear, prioritised, and actionable recommendations that highlight what matters most and what to fix first.

    Starts at $5K + GST

  • Structured planning across the whole business. From overall commercial strategy through to channel plans and executable roadmaps. Designed to align teams, budgets, and priorities around what will actually move the business forward.

    Starts at $10K + GST

  • Independent, experienced guidance through platform migrations and rebuilds, including platform and vendor selection, functional requirements, UX input, project planning, and hands-on advisory throughout delivery. The goal is fewer surprises, better decisions, and a site that supports the business, not just looks good.

    Starts at $150/hour + GST

  • Embedded leadership to run and mature the e-commerce function day-to-day, bringing structure, accountability, and commercial focus. Ongoing SEO, SEM, social, email, and CRO retainers can also be layered in where execution support is required.

    Email for a quote

Meet The Consultant

Paul Goodsell

Director/Consultant

I’ve been in the e-commerce game technically for around 20 years—I was one of those tedious teens selling stuff on eBay and writing blogs and running affiliate ads. But, professionally, I’ve been at it for around 13 years.

I’ve run e-commerce functions for some of Australia’s biggest and best e-commerce brands and retailers including Bupa Optical, Snowys Ourdoors, MJ Bale, BWX (Sukin and Andalou), Godiva Chocolatier, Tools Warehouse, and Laser Clinics Group.

I love helping businesses get their house in order to enable growth. This often involves leading replatforms and rebuilds, improving conversion and on-site performance, aligning marketing stacks to business objectives (and holding agencies to account), and turning loose ideas into clear operational plans that teams can actually execute against. The focus is always on fundamentals—structure first, scale second.

I haven’t built a career selling advice, I’ve been busy operating businesses. I’m on your side.

Oh, and Sell Good… Goodsell… Get it? Yeah, that’s where the name came from!

Paul Goodsell has led e-commerce for Bupa Optical.
Paul Goodsell has led e-commerce for Godiva Chocolatier.
A cartoon illustration of a person's face with a smiling expression, drawn with black lines on an orange background, with the word "SNOWYS" in bold white letters at the bottom.
Paul Goodsell has lead e-commerce for Sukin Skincare.
Paul Goodsell has managed e-commerce and CRM for Laser Clinics Australia.

Let’s Work Together

Whether you’re after one on one mentoring, need assistance with an e-commerce strategy or fixed-scope project, or you’re looking for ongoing support, send me an email here, or at paul@sellgood.com.au, or give me a call on 0466 655 973.

We’re based in Kingsgrove, Sydney, but we service clients across Australia and around the world.