Matt Leddy, Founder

I started Morelight because the ecommerce brands I'd spent a decade working with were about to become invisible — not to Google, but to AI. Most weren't structured for machine comprehension. I knew how to fix that, and I wanted to do it properly, not at agency scale.

Morelight runs two seats. One is typically reserved for a long-running Plus engagement. I keep it that way so the work stays senior, specific, and mine.

Background

Over ten years in ecommerce, across business development, software, and direct consulting. I was Director of Business Development for the US at diff, one of the top Shopify Plus agencies, which gave me a close view of how high-volume DTC brands approach headless builds and platform migrations. At Nosto, a leading AI personalization platform for ecommerce, I worked directly with merchants on how their content and product data fed machine-learning systems — which turned out to be early training for what I do now.

I also consulted on the Facebook Oculus ecommerce site — a high-stakes, high-traffic storefront where performance, accessibility, and structured content all had to work together. That project sharpened how I think about the relationship between machine-readable structure and commercial outcomes. Day-to-day, the work is Contentstack and Sanity: modules, new PDPs, assets, metadata, promo content, and Shopify content updates.

Why boutique

At agencies, senior people win the work and junior teams deliver it. I've been on both sides of that. Morelight exists because AI visibility gaps and accessibility on headless stacks require someone who actually knows what they're doing to stay in the room. I keep the practice small so that person is always me.

What the work looks like

On a 378-page headless Shopify Plus catalog, CrownPeak accessibility score reached 9.6 / 10 against a platform average of 6.9. Priority issues: 0. Average issues per page: 1.14. Scores moved by cleaning CMS output — not an overlay. Component HTML stays with engineering.

WCAG issue volume: ~1,000 → managed baseline over 12 months. Total CrownPeak issues: ~4,000 → ~500 over 24 months. Those are two different meters on the same engagement. When I started as content lead, the catalog was two mattresses. It is now a full sleep brand: 15+ mattress models plus furniture, bedding, and pillows, published in Contentstack while that assortment grew.

What I specialize in