Ecommerce · CRM · Digital Marketing
Help more customers find, choose, and buy your products. Build on every improvement.
We help ecommerce teams identify what’s holding back online sales and put the right improvements into practice.
We connect customer research, commercial strategy, and technology across your store, marketing, and customer relationships. Then use what we learn to guide the next decision.
Tell us where results are falling short or what your team needs to improve next.

Our experience across brands
Experience gained through agency engagements and previous in-house roles.
- Homecenter
- Jamar
- Toolstore
What does your ecommerce need to do better?
Customers struggle to find the right product. Conversion falls short. Repeat purchases remain low. Or your team has a growing backlog and needs a clearer direction.
Start with the problem you can see. We work with your team to understand what’s behind it and bring together the capabilities the response requires.
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Ecommerce
Help customers find the right products, understand their options, and buy with confidence. We improve navigation, product pages, and purchase journeys, and support the development your operation needs.
Store Optimization · Redesign & Development · Commerce Integrations
Explore Ecommerce -
CRM
Build stronger customer relationships after the first purchase. We connect customer data, segmentation, and automation to support relevant follow-up, repeat purchases, and lifecycle marketing.
CRM Implementation · Customer Lifecycle · Retention & Automation
Explore CRM -
Digital Marketing
Connect acquisition with what happens after the click. We align campaigns, content, and landing pages around your customers and commercial goals, using performance evidence to guide improvements.
Acquisition · Content & SEO · Performance Marketing
Explore Digital Marketing
Selected Case Studies
See the challenges, decisions, and work behind our experience.
Explore how customer experience, commercial priorities, and implementation came together in retail and ecommerce.
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Omnichannel Commerce
Jamar
Read the case study: Omnichannel Transformation in Furniture Retail: Doubled Conversions in 3 Years
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Usability & Customer Experience
Homecenter
Read the case study: Building Colombia’s Leading Home Improvement Ecommerce Platform
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Ecommerce Management
Toolstore
Read the case study: How Toolstore Reinvented Sales with a Customer-Centric Omnichannel Strategy
How We Work
What will your next improvement leave behind?
A better product page can help customers choose. Understanding what they needed can also give your team a clearer way to improve the rest of the catalog.
We investigate the situation, agree on priorities, develop a response, and evaluate what happens. Your team contributes business knowledge and takes part in the decisions. Together, we turn useful learning into practices and resources the business can use again.
Each improvement should become a stronger basis for the next.
See how we work
The People Behind Infinite Stair
Experience that connects commercial decisions with execution.
We work alongside your ecommerce team, bringing together research, customer experience, commerce strategy, and technology to move agreed priorities into practice.
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César Paternina
Founder & Ecommerce Growth Strategist
César Paternina is the founder of Infinite Stair and an ecommerce growth strategist with nearly two decades of experience across UX, digital commerce, omnichannel retail, and growth. He helps businesses understand what is limiting sales, improve customer journeys, and turn research and experimentation into better decisions and repeatable capabilities.
View profile
What is your team trying to improve next?
Tell us where results are falling short, what customers struggle with, or which initiative needs to move forward. We’ll discuss your priorities, the work involved, and whether Infinite Stair is the right team to help.
Schedule a meetingPrefer to write first? Tell us about your project.
Tell us about your project
Questions about working with Infinite Stair
Infinite Stair helps ecommerce teams identify what is limiting online sales, prioritize improvements, and put them into practice. Our work connects customer research, experience design, commercial strategy, and technology across ecommerce, CRM, and digital marketing. The scope depends on the problem and the resources needed to address it.
Our main focus is brands and retailers with an operating ecommerce business and a team or vendor network already in place. We work with ecommerce leaders who need additional judgment and execution capacity, and with founders managing an established online operation.
We can investigate difficulties with navigation, search, product information, purchase journeys, conversion, repeat purchases, and prioritization. We examine these issues alongside factors such as traffic quality, pricing, availability, and commercial goals to determine which changes deserve attention.
Digital marketing helps bring relevant demand to the business. Ecommerce helps customers find, evaluate, and buy products. CRM supports useful communication and customer relationships over time. Infinite Stair connects these areas when the problem crosses channels, while allowing each to have its own defined scope.
Yes. We define responsibilities with the people already involved in your operation. Depending on the engagement, we can lead diagnosis and prioritization, deliver agreed improvements, or coordinate implementation with your specialists. The work should give your team a clear way to make and carry out decisions.
Yes. A project can focus on an issue such as product discovery, a purchase journey, customer automation, or a landing page. We agree on the question to address, the evidence required, the implementation responsibilities, and how the work will be evaluated.
Yes, when the requirements match the capabilities available for the project. We establish the commercial purpose, customer needs, design and development requirements, and launch responsibilities before committing to the scope. The first conversation helps determine the team and work the initiative requires.
We agree on objectives, deliverables, and evaluation criteria rather than guaranteeing a percentage increase. Sales also depend on products, prices, traffic, stock, competition, and other conditions. We measure what can reasonably be assessed and explain what the evidence supports, including inconclusive findings.
We collaborate remotely with U.S. clients from Colombia. For each engagement, we agree on working hours, communication, access, responsibilities, and review points. Any need for onsite research or workshops is assessed separately before the scope is finalized.
Book a call or tell us about your project. We discuss the situation, intended outcome, available evidence, and implementation resources. A proposal then defines the scope, timeline, responsibilities, and price. The fee depends on the depth of work and specialist capacity required.
Infinite Stair Lab
What we’re building next.
Explore ideas and projects in development. Tell us what interests you, help test a prototype, or start a conversation about collaboration.
Explore the LabFrom the Blog
Ideas for your next ecommerce decision.
Explore our thinking on customer experience, commerce, CRM, digital marketing, and the decisions that shape growth.
- Analytics Tools · Article

Ecommerce Friction: How to Find the UX Issues That Slow Down Sales
More traffic works better when your store helps people buy. Ecommerce friction appears when customers hesitate, repeat clicks, get confused, lose trust, or leave before checkout. This article shows how to detect those friction points with simple usability analysis, data, and customer behavior before guessing what to redesign. - Customer Experience · Article

Understanding What Your Customer Needs Improves Your Store
You know your business. But your customers see your store differently. Learn how simple user research helps you improve your store with real customer signals, not guesses. - Customer Experience · Article

Turn Your Store Menu Into Your Best Salesperson
Your store menu should not be just a list of products. It should help customers understand what they are looking for, what options they have, and which product fits best. This article explains how navigation, category pages, filters, and product pages can guide better buying decisions.
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- How to Choose the Right E-commerce Platform (2026). For Startups, Creators & Small BrandsNovember 22, 2025
- From Launch to Scale: My UX-Led Reading of The Cold Start ProblemAugust 15, 2025
Let’s make your next improvement count.
Tell us what your ecommerce needs to do better. We’ll start with the situation you’re facing and discuss a practical way forward.

