I'm Jose. For thirteen years I've built online stores, and the teams behind them. I care about two things equally: products that are genuinely fast, and people who actually want to build them.
Computer engineer by training, eCommerce obsessive by choice. For over a decade I've built and led the technology behind online stores. Today I'm CTO at Cocunat.
I care about two things, equally: products that are genuinely fast, and teams that actually want to show up. The second is what makes the first possible. A lot of my job is just removing the obstacles, so the good work can land.
Sixteen years in tech taught me one thing for sure: speed wins, and culture is what actually ships the work. So I lead the way I'd want to be led. Close, present, and allergic to friction that doesn't need to exist.
And these are just some of them, from a decade of building online stores and the teams behind them.
More than a decade in tech and eCommerce. Here are the stops that shaped it.
Notes on commerce, performance and leadership. Plus the odd lesson from life.
I audited Spain's 50 most-visited online stores. Only 22% passed all three Core Web Vitals. The rest are losing customers before the first product even loads.
AI and agentic commerce get the headlines. The real edge is duller than that: the teams who simplify their foundations move faster than the ones still admiring their own complexity.
I borrowed the line from Ancelotti. I build teams on real human connection, not hierarchy. The proof? In years, nobody has left. Culture, taken seriously, is performance.
The real return on effort isn't applause or recognition. It's the quiet pride of knowing you held nothing back. A lesson I keep relearning, on and off the pitch.
Talks, panels, and the odd published piece.
Panel: “Local Success Stories, Global Impact.” How strong local brands read the market and turn it into real growth.
Another talk with Shopify lined up for 2026. Details to be confirmed.
An interview I did with Shopify on how we run technology and growth at Cocunat, published on Shopify's site.
Every one of these is a recommendation written on LinkedIn.
For eight years now, my wife Jennison and I have run yoga retreats around the world. She's the yoga teacher, with more than fifteen years of practice. My role is unofficial and unglamorous: make sure everyone is looked after. Honestly, it has taught me more about leadership than any framework.
“Take care of the people, and the rest takes care of itself.”
Commerce, web performance, a talk, or just to say hello. My inbox is open.