Xada

Xada is cloud PIM software for the Australian promotional products industry. It sits between supplier data and the distributor website, so a catalogue that changes overnight can still show the right products, prices, options, and images the next morning.

The public product is built around Promodata, APPA's industry feed, plus CSV and API imports from other suppliers. Distributors browse thousands of SKUs, switch products on for publishing, and push brands, variants, images, and pricing into the storefront.

• Unify supplier catalogues in one place: SKUs, brands, descriptions, labels, variants, attributes, spec sheets, and shipping detail.
• Publish into BigCommerce, Shopify, and WooCommerce without treating the storefront as a second source of product truth.
• Handle the awkward promo-product shape: colours, sizes, decoration options, quantity breaks, and mark-ups.
• Automate bulk work with rules: categories, discontinued products, pricing, and option templates applied across the catalogue.
• Give each end-client a branded portal with a curated range, their own discounts, and a familiar storefront.

The commercial pitch is time. Sales teams quote from a live catalogue instead of chasing supplier PDFs, and the website stays a selling tool rather than a maintenance job.

I work full stack on Xada: new features, bugfixes, R&D, integrations, and the AI work. That runs from the admin frontend through the backend services to the database and the sync layer that lands a published catalogue on BigCommerce, Shopify, and WooCommerce.

• New feature work end to end: admin interface, backend services, and the schema changes underneath them.
• Product export and sync across the three commerce platforms, including incremental updates so only what changed has to move.
• Catalogue workflows that cover 80,000+ products: variants, custom fields, and per-company product assignment.
• Supplier and platform integrations: feed imports, API clients, and the option, image, and pricing shapes each storefront expects.
• R&D and AI features taken from prototype into the shipped product.
• Bugfixes and production support across the stack, from storefront symptom back to the query or job causing it.
• Theme and storefront work across 50+ live ecommerce stores, in a shared codebase with four to six other developers.