Hamish McKay Transforms E-commerce Customer Service Through Revolutionary Order Editing Platform

In this episode of Talk Commerce, host Brent Peterson sits down with Hamish McKay, the 24-year-old CEO and co-founder of Order Editing. What started as an internship at a merchandising studio has transformed into a thriving software startup that’s revolutionizing how e-commerce brands handle post-purchase customer requests. This episode dives deep into McKay’s entrepreneurial journey, exploring how he identified a massive pain point in the e-commerce industry and built a solution that’s now serving some of Shopify’s biggest merchants.

Key Takeaways

• Problem identification through experience: Working in customer service revealed that 1.5% of customers need to make changes to their orders post-purchase, generating thousands of support tickets monthly
• Rapid international expansion strategy: Moving from New Zealand to the US market tripled business growth within months
• Timing matters in entrepreneurship: Launching during peak e-commerce growth periods can accelerate business success significantly
• Customer service automation benefits: Merchants report ticket reductions from 2,000 to 14 monthly inquiries after implementation
• Returns reduction impact: The software potentially reduces global e-commerce returns by 5-10% when implemented broadly
• Post-purchase upselling opportunities: Merchants generate additional revenue through strategic post-order product additions
• Grace period optimization: Most successful implementations use just 15-30 minute editing windows rather than longer timeframes

About Hamish McKay

Hamish McKay represents the new generation of digital entrepreneurs who’ve built successful businesses by solving real-world problems they’ve experienced firsthand. Starting his career as a university intern at a merchandising studio that worked with major YouTubers including MrBeast, McKay quickly advanced to managing customer service operations. This hands-on experience provided him with invaluable insights into e-commerce pain points that traditional business leaders might overlook.

Currently based in Mexico City but originally from New Zealand, McKay leads a globally distributed team of seven professionals. His approach combines youthful energy with strategic thinking, evidenced by his company’s rapid growth from launch to serving 30 brands generating over $100 million annually. Beyond his business success, McKay maintains a long-term vision of eventually transitioning into academia to inspire future entrepreneurs. His LinkedIn presence serves as a real-time case study for young professionals interested in startup development and scaling strategies.

Summary

McKay’s entrepreneurial journey began during his final year of university when he secured an internship at a merchandising studio creating Shopify storefronts for popular YouTubers. What started as shadowing the CEO evolved into managing customer service operations, where he discovered a recurring pattern: approximately 2,000 monthly customer inquiries requesting order modifications.

These requests weren’t complex – customers wanted to change addresses, apply discount codes, cancel orders, or swap products. However, each required manual customer service intervention, creating bottlenecks and delays. McKay recognized this as a significant market opportunity, particularly given the lack of existing solutions in the Shopify ecosystem.

The development process wasn’t rushed. McKay and his co-founder spent months building their software while maintaining other employment. The casual approach proved beneficial, allowing them to refine their product without financial pressure. They launched on the Shopify App Store in December 2023, at which point McKay committed fully by leaving his sales position at another startup.

Growth initially proceeded steadily rather than explosively. By June 2024, the company reached $15,000 monthly recurring revenue – substantial for a young entrepreneur in New Zealand but modest by global standards. A pivotal conversation with mentor Adam challenged McKay’s geographic limitations. When McKay expressed desire to secure three major Australian clients before expanding, Adam suggested booking a flight to the US for July 21st and ensuring those logos were secured by departure.

This aggressive timeline worked. McKay secured two major Australian clients and made the transatlantic journey. The US market expansion proved transformative, tripling business size within months and attracting clients from Britain, Denmark, Germany, and the Netherlands. The rapid international growth brought both opportunities and challenges, including founder burnout and the complexities of managing a distributed team.

“If every single online checkout in the world had this software, how much do you think online returns would drop?” – This strategic thinking demonstrates McKay’s evolution from solving immediate problems to considering broader industry impact.

Final Thoughts

McKay’s journey from university intern to successful startup founder illustrates how identifying and solving real problems can create substantial business opportunities. His emphasis on customer service optimization, international expansion strategies, and product iteration provides a roadmap for entrepreneurs in the e-commerce space.

The broader implications of order editing technology extend beyond individual business success to industry-wide improvements in customer experience and environmental impact through reduced returns. As e-commerce continues growing globally, solutions addressing post-purchase friction become increasingly valuable.

For entrepreneurs seeking inspiration and practical guidance, McKay’s story demonstrates that age and experience, while valuable, aren’t prerequisites for business success. What matters more is problem identification, solution development, and the courage to pursue opportunities when they arise. How will you edit your approach to entrepreneurship?

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