Tallinn Dolls
E-Commerce PlatformE-Commerce Platform & Pricing Engine
Services
Screenshots
From storefront to back office
Details
Challenge
Tallinn Dolls, one of Estonia's most recognised sustainable fashion brands, had outgrown its legacy e-commerce setup. As the brand scaled from a local label to over €1M in annual revenue, it needed a full platform rebuild: a modern storefront with pre-order campaign capabilities, a dynamic pricing engine that tied discounts to time windows and stock levels, seamless ERP synchronisation with Erply for inventory authority, Stripe for payments, Omniva for shipping logistics, and Klaviyo for marketing automation. The existing system couldn't express the business rules the brand needed to grow — and a full rewrite wasn't viable, so the platform had to evolve incrementally.
Approach
As Lead Developer, I architected and rebuilt the platform on Symfony and Sylius using domain-driven design with dedicated bounded contexts for promotions, inventory, and marketing. Designed a dynamic pricing engine with strategy-based calculators supporting time-windowed discounts, conditional bundles, and pre-sale campaign logic. Integrated Erply as the stock authority via pull-based synchronisation with idempotent reconciliation, Stripe for payment processing, Omniva for shipping, and Klaviyo for event-driven marketing automation decoupled from the core commerce flow. Built the architecture around CQRS with separated read/write models and event-driven internal updates to maintain domain boundaries as the system evolved. Led a team of 3 engineers while managing the annual tech budget, with full behavioral test coverage via Behat and PHPUnit.
Julian Marcone
Lead Developer
Date
2020–2023
Technologies
Architecture, domain modeling, integrations, and team leadership