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E-commerce director Wall leaving Shop Direct after seven years


E-commerce director Jonathan Wall is to leave Liverpool’s Shop Direct in mid-August following seven years with the digital retailer.

After a few months off, he will move into advisory roles and is already working with Palatine PE. During his time at Shop Direct, the UK’s second largest pureplay digital retailer, he oversaw the creation and development of five star-rated apps and led the creation of’s soon-to-be AI-enabled chatbot.

“When I arrived at Shop Direct, we were still very much a catalogue-focused business,” Wall told Prolific North. “Our ambition was to grow online to 70% of total sales by the end of 2010 – a target that we smashed thanks to the relentless drive of the outstanding eCommerce team we have here.

“To look at everything the business has achieved since then – in particular making the bold decision to cut the catalogue last year to become 100% online, while continuing to hit record sales and profits – makes me extremely proud.

“Shop Direct has huge ambitions for the future and, while the time is right for me to go after something new, I have no doubt that the team here will continue to succeed.”

Jon Rudoe, group retail and technology director, added: “On behalf of the whole board, I want to thank Jonathan for everything he’s achieved during his time at Shop Direct. His leadership, innovation, commitment and customer focus have moved us much closer to our ambition of becoming a world class digital retailer. He’ll leave a real legacy here, and we’re very grateful for that.

“Above all, Jonathan’s a top guy and will be missed. We wish him well for whatever he chooses to do next.”

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