With 19 years of experience building and developing digital companies and platforms – including e-commerce and marketplaces – I have solid expertise in working with digital sales, customer experience, and business development. I combine technical competence with a strong focus on the customer journey and results-driven development.…

Björn Welander

With 19 years of experience building and developing digital companies and platforms – including e-commerce and marketplaces – I have solid expertise in working with digital sales, customer experience, and business development. I combine technical competence with a strong focus on the customer journey and results-driven development.…

Available to hire

With 19 years of experience building and developing digital companies and platforms – including e-commerce and marketplaces – I have solid expertise in working with digital sales, customer experience, and business development. I combine technical competence with a strong focus on the customer journey and results-driven development.

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Skills

Experience Level

CSS
Expert
PHP
Expert
Web Design
Expert
jQuery
Expert
HTML5
Expert

Language

Swedish
Fluent
English
Advanced

Work Experience

Business development, web development, e-commerce, brand building at Fundi Table
January 1, 2023 - Present
Built a custom digital marketplace for local trade between Swedish producers, farm shops, restaurants, and consumers — with a strong focus on visibility, user experience, and sales. Developed using WordPress Multisite and WooCommerce with extensive custom code, including vendor dashboards, real-time tracking systems, messaging, advanced category structures, and subscription flows. Designed to support low-cost entry for producers through an ad-based model and scalable, local-first architecture. Custom code on WordPress Multisite and WooCommerce for flexibility. Developed vendor dashboards to empower producers. Implemented real-time tracking and analytics. Created integrated messaging systems. Designed advanced category structures and subscription flows. SEO structure and schema for vendor products and pages Skills applied – WordPress Multisite · WooCommerce · Custom Plugin Development · Vendor Dashboards · Subscription Systems · Real-Time Tracking · Technical SEO · UX Design · Messaging Systems · Marketplace Architecture · Business Development · E-commerce Strategy · Brand Identity
Web development, digital communication, international sales at Utforska Sydafrika
August 13, 2018 - December 20, 2024
Built a platform that guided and inspired Swedish travelers to book training camps, weddings, wine farms, accommodations, and experiences in South Africa. Focused on creating an emotional and intuitive digital journey through storytelling, design, and an efficient booking flow — turning interest into action. Designed a content-rich platform optimized for inspiration and conversion Created custom booking flows and lead-generation systems Integrated storytelling with UX to drive engagement Supported international collaboration with local partners and venues Skills applied – WordPress · Woocommerce · Custom Booking Flow Design · Digital Storytelling · UX/UI Design · Web Development · Content Strategy · International Sales · Travel Marketing · Lead Generation · Conversion Funnel Design · Brand Identity
E-commerce and digital communication in the construction industry at Betongtorget
January 1, 2016 - Present
Launched and developed a niche e-commerce platform tailored for the construction sector. Improved customer acquisition and retention by optimizing customer journeys, increasing digital visibility, and driving higher online sales. Delivered a streamlined shopping experience with custom features adapted to industry needs. WooCommerce customizations and integrations SEO and performance optimization User experience design tailored to B2C buyers Created integrated messaging systems. Designed advanced category structures and subscription flows. Search engine optimization for visibility Skills applied – WooCommerce · WordPress Development · Niche E-commerce · UX Optimization · SEO Strategy · Conversion Rate Optimization · SEO Strategy · Digital Communication · Customer Journey Design · Brand Positioning · B2C E-commerce
Product development, web development, marketing, business growth at Fågel Stockholm
January 8, 2012 - March 16, 2018
Founded a shirt brand with a focus on direct-to-consumer e-commerce and curated event sales. Built the online store using WordPress and WooCommerce, combining digital sales with in-person events to drive awareness and revenue. Managed product development, outsourced production, and marketing to grow the brand from idea to launch. WordPress and WooCommerce development for DTC e-commerce Event-based sales and hybrid retail strategy Outsourced manufacturing and product lifecycle management Digital marketing and brand identity Startup development and growth planning Skills applied – WordPress · WooCommerce · Web Development · E-commerce · Product Development · Brand Identity · Outsourced Production · Startup Strategy · Marketing · Entrepreneurship
Furniture design, product development, marketing, web development at Welander Design
January 1, 2006 - February 23, 2023
Founded and ran a furniture company offering both in-house and outsourced production. Sales were primarily online through a custom-built WordPress and WooCommerce store, complemented by a showroom and direct customer interaction. Managed the full product lifecycle — from design and manufacturing to branding, marketing, and digital sales. Furniture design and product development WordPress and WooCommerce-based e-commerce store In-house and outsourced production coordination Branding, marketing, and sales strategy Showroom management and customer experience Skills applied – Furniture Design · Product Development · WordPress · WooCommerce · Web Development · E-commerce Merchandising · Branding & Identity · Outsourced Production · Startup Development · Marketing · Entrepreneurship · Business Development
Business development, e-commerce development, marketplace strategy at Cellar Door South Africa
August 14, 2022 - September 15, 2023
Developed a WordPress and WooCommerce-based platform to bring handcrafted South African wines from small, local wine farms to European customers. The marketplace connected producers directly with consumers and focused on premium storytelling, seamless cross-border shopping, and scalable brand identity. WordPress and WooCommerce development for international wine sales Connected South African wine producers with the European market UX design tailored for premium products and storytelling Built scalable marketplace infrastructure and checkout flows Brand positioning and digital growth strategy Skills applied – WordPress · WooCommerce · Web Development · Front-End Development · PHP · HTML · CSS · Online Marketplace · Brand Identity · Business Development · E-commerce UX · Startup Development · Entrepreneurship
Business development, e-commerce development, marketplace strategy, digital growth at Frontsi
August 7, 2022 - September 23, 2024
Built a niche marketplace using WordPress and WooCommerce to connect leading producers of kitchen doors for IKEA cabinets. Focused on fast UX, clean design, and simplifying the buying process. Customers could easily discover, compare, and order custom doors through a tailored e-commerce flow. WordPress and WooCommerce development UX design optimized for product discovery and selection Vendor onboarding and catalog architecture Branding, positioning, and go-to-market strategy Skills applied – Web Development · Marketplace Development · UX/UI Design · Brand Identity · Startup Growth · WooCommerce
Business development, e-commerce development, digital growth, marketplace strategy at Spectacular Routes
September 5, 2021 - December 22, 2023
Founded and built a travel community platform that connected travel vloggers, travel agents, and customers. Users could explore curated routes inspired by YouTube travel videos, then book trips directly through affiliated agents. The platform enabled a seamless flow from video inspiration to real-world travel — combining storytelling, content-driven commerce, and smart booking tools. Integrating YouTube video content with booking functionality Connecting vloggers, travel agents, and users into a single flow Designing a content-first UX that inspires and converts Building a scalable marketplace architecture Branding and positioning Skills applied – Web Development · Full-Stack Development · Content Integration · Front-End Development · Startup Development · Marketplace Strategy · Branding & Identity · Entrepreneurship · Digital Product Design
Web development, UX design, brand storytelling at Web Guys Sweden
August 27, 2007 - September 27, 2024
Through this company, I have delivered a wide range of client projects—starting with Joomla and evolving into a full focus on WordPress. Today, I specialize in WordPress-based website creation and design-driven optimization, combining technical expertise with design and business impact. My work centers on crafting engaging, brand-aligned websites through storytelling, user-focused design, structural and visual refinement, tailored content, and robust technical development. WordPress website development and customization Storytelling and brand communication in digital formats UX design for intuitive navigation and user engagement tructural and visual enhancements for a cohesive brand experience Content adaptation to match audience and tone Technical development and troubleshooting Skills applied – WordPress · WooCommerce · UX Design · Brand Storytelling · HTML · CSS · PHP · Digital Strategy · Web Design · Technical Development

Education

Bachelor of Arts at Stockholm University
January 1, 2008 - December 31, 2009
Master of Science at Linköping University
January 1, 2001 - December 31, 2005
Designer at Carl Malmsten Center for Wood Technology and Design
August 9, 2004 - June 10, 2005
Furniture Designer
High School at St. Albans College
January 12, 1998 - December 10, 1998
Exchange Student, Pretoria, South Africa

Qualifications

Add your qualifications or awards here.

Industry Experience

Retail, Travel & Hospitality, Consumer Goods, Manufacturing, Software & Internet
    uniE621 Fundi Table – Marketplace & Social Platform for Local Trade
    Fundi Table is a custom-built digital marketplace and social media platform connecting Swedish producers, farm shops, restaurants, and consumers. Designed to boost visibility, sales, and community engagement, it combines e-commerce with interactive social features such as feeds, likes, comments, and vendor/retail profiles. Users can post products, events, and regular updates, while built-in messaging and request/quote systems make direct communication seamless. Developed using WordPress Multisite and WooCommerce with extensive custom coding, the platform supports multiple product types — from simple items to curated boxes and subscription products — alongside a scalable vendor subscription model. Vendors and retailers can link their own domains, giving them independent yet interconnected storefronts. Key Features Social feed with post types: products, events, and general updates Like and comment functionality for engagement Vendor and retail profiles with domain linking Built-in messaging and request/quote system Vendor subscription system for monetization E-commerce with simple products, boxes, and subscription products Custom vendor dashboards with analytics and management tools SEO-optimized vendor/product pages Tech Stack Frontend: HTML, CSS, Jquery, JavaScript Backend: PHP, WordPress Multisite, WooCommerce Database: MySQL Other tools: Custom plugins, Schema markup, Google Analytics, Hotjar wordpressmultisite woocommerce ecommerce marketplace webdevelopment webdesign uxdesign fullstackdeveloper seo…
    uniE621 Betongtorget – Niche E-Commerce Platform for the Construction Industry
    Betongtorget is a specialized e-commerce platform serving the construction sector. I founded, designed, and developed the site using WooCommerce, tailoring the buying experience to industry needs. A key focus was building a custom request-and-quote system with integrated messaging, enabling direct communication between customers and suppliers. I also implemented advanced category structures, subscription flows, and SEO strategies to maximize visibility and customer engagement. Key Features WooCommerce customizations and integrations for industry-specific needs Built-in messaging system for customer–supplier communication Request-and-quote functionality for tailored orders SEO and performance optimization for higher visibility Tech Stack Frontend: HTML, CSS, JQuery Backend: PHP, WordPress, WooCommerce Database: MySQL Other tools: Google Analytics, Yoast SEO, Hotjar webdevelopment marketplace webdesigner woocommerce wordpress uxdesign seo…
    uniE621 Sätra Bruk – Historic Manor & Conference Venue Website
    Sätra Bruk is a historic manor and conference venue in central Sweden. I designed, developed, and launched a new WordPress website to showcase the venue’s elegance and make it easy for visitors to explore offerings and book events. Alongside the site, I created the venue’s logo and full brand identity for a consistent, high-quality look and feel. To bring the online experience to life, I visited the estate to capture professional photography of the interiors, exteriors, and surroundings — crafting visual content tailored to the site’s storytelling. Key Features WordPress website design and development Custom logo and brand identity creation On-site photography for authentic visual content Tech Stack Frontend: HTML, CSS Backend: PHP, WordPress (Elementor) Database: MySQL Skills applied – WordPress · Elementor · Logo Design · Brand Identity · UX Design · Web Design · Photography · Visual Storytelling · Hospitality Marketing webdesigner wordpress elementor…
    uniE621 Spectacular Routes – Travel Community & Marketplace
    Spectacular Routes is a travel community platform designed to turn video inspiration into real-world adventures. The site connected travel vloggers, travel agents, and travelers, offering curated routes inspired by YouTube travel videos. Users could watch destination stories, explore detailed itineraries, and book directly through affiliated travel agents — creating a seamless journey from storytelling to booking. The platform combined content-driven commerce with a scalable marketplace architecture to inspire and convert. Key Features Integrated YouTube video content with trip booking functionality Connected vloggers, travel agents, and travelers in a single user flow Content-first UX focused on inspiration and engagement Built scalable marketplace architecture for growth Developed branding and positioning to target adventure travelers Tech Stack Frontend: HTML, CSS, Jquery Backend: PHP, WordPress, WooCommerce Database: MySQL Other tools: Custom marketplace features, analytics & tracking wordpress woocommerce webdevelopment weddesign frontend backend…
    uniE621 Cellar Door South Africa – Wine Marketplace & Branding
    Cellar Door South Africa connects small South African wine farms with European customers, making it possible to discover and order handcrafted wines online. I designed and developed the WordPress website, including a custom ordering and stock management system, and created the visual identity and branding for the platform. The project focused on storytelling and user experience, showcasing the wines and farms in a way that engages and inspires customers. Key features: WordPress website with custom ordering and stock system Vendor product management and display UX-focused design to guide users through wine discovery Visual storytelling to highlight wineries and products Branding, logo design, and consistent visual identity Tech Stack Frontend: HTML, CSS, JQuery Backend: PHP, WordPress, WooCommerce Database: MySQL Other tools: Custom vendor dashboard, analytics/tracking WordPress WooCommerce Marketplace UXDesign WebDevelopment Branding e-commerce…
    uniE621 Frontsi – Marketplace for Kitchen Cabinet Doors
    Frontsi is a marketplace connecting multiple producers of doors for IKEA cabinets, providing customers with a wide selection in one place. I designed and developed the platform, enabling vendors to upload and manage their own products, set pricing, and handle stock. The focus was on user experience, simplicity, and fast browsing, allowing customers to find and purchase products quickly while vendors could manage their offerings efficiently. Key features: Marketplace platform with vendor product uploads Product management and stock control UX-focused design for fast and easy browsing Clean and structured layout for product discovery Optimized for conversions and usability Tech Stack Frontend: HTML, CSS, Jquery Backend: PHP, WordPress, WooCommerce Database: MySQL Other tools: Custom vendor dashboard wordpress woocommerce branding logo webdeveloper webdesigner…
    uniE621 TOOLS – Corporate Website Redesign & Multi-Store Platform
    TOOLS is a large retail chain specializing in tools and industrial supplies. I was brought in as a consultant to update and redesign their corporate website. I later built a new Joomla-based platform that included multiple store pages, each with its own localized content, while maintaining a cohesive brand experience across the network. The project focused on improving usability, content structure, and user experience for both corporate and individual store visitors. Key features: Joomla website redesign and development Multi-store platform with individual store pages UX and content structuring for improved navigation and engagement Visual and structural optimization for clarity and brand consistency Tech Stack Frontend: HTML, CSS, JQuery Backend: PHP Database: MySQL Other tools: Custom multiple store pages webdeveloper webdesigner uxdesign…
    uniE621 Motorverkstan Bistro & Bar – Restaurant Website & Visual Content
    Motorverkstan is a restaurant located in the Stockholm Archipelago. I designed, developed, and launched their Joomla website, creating a visually appealing and user-friendly platform that highlights the restaurant, its menu, and the surrounding location. I also handled photography of the courses and environment, ensuring the visuals reflected the restaurant’s atmosphere and culinary experience. Key features: Joomla website design and development Photography of dishes and surroundings UX design tailored for hospitality and customer engagement Content structuring to highlight menus, events, and location Tech Stack Frontend: HTML, CSS Backend: PHP Database: MySQL webdesigner webdeveloper photo uxdesign…
    uniE621 Wårds Herrmode – Multi-Brand Clothing Store Website & Visual Content
    Wårds Herrmode is a multi-brand clothing store. I designed, built, and developed their Joomla website, focusing on clean, user-friendly design for showcasing new collections. I also handled weekly photography of products to keep the site fresh, creating compelling visual content that drives engagement and sales. The platform was built to be easy to manage, with a strong focus on presentation, usability, and seasonal updates. Key features: Joomla website design and development Weekly product photography and visual content creation Content structuring for easy updates and merchandising UX and design Tech Stack Frontend: HTML, CSS Backend: PHP Database: MySQL WordPress WooCommerce Ecommerce WebDesign UXDesign webdesign photo webdesigner webdeveloper…
    uniE621 Bona Dea Private Estate – Wedding Venue Site & Branding
    Bona Dea is a luxury wedding and event venue in South Africa’s wine country. I designed and developed their WordPress website, including a custom booking and availability system tailored to event planning needs. I also created the visual identity and logo, focusing on elegance and emotional resonance. The platform was built around storytelling — using visuals, copy, and structure to inspire and convert couples planning destination weddings. Key features: WordPress site design and development Custom booking and availability system Brand identity and logo design Storytelling-driven UX and visual strategy Content structuring for SEO and lead generation Tech Stack Frontend: HTML, CSS, Jquery Backend: PHP, WordPress Database: MySQL wordpress UXDesign webdevel webdesigner branding graphicdesigner logo webdeveloper…

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