About
A specialist implementation team for ecommerce.
Untangle Collective builds the measurement, product data, commercial reporting and data infrastructure most ecommerce companies still lack, and rely on daily.
Why we started
We started Untangle because most ecommerce companies do not have a strategy problem. They have a data plumbing problem. Measurement drifts. Product feeds break silently. Reporting disagrees with the P&L. Media budgets get allocated against numbers no one can fully reconcile. We built Untangle Collective to fix that layer, hands-on, in your stack, so growth decisions rest on data you can trust.
What we do
- 01
Rebuild GA4, server-side tracking and Consent Mode so the numbers add up.
- 02
Fix product feeds, taxonomy and schema so algorithms can read the catalogue.
- 03
Model commerce, margin and media data into one reporting layer the leadership team can act on.
- 04
Stand up first-party pipelines, identity and product context so AI systems have something real to optimise against.
- 05
Run structured Commerce Data Audits that turn all of the above into a prioritised remediation plan.
How we work
Audit. Plan. Ship. Document. Hand over.
We work as a hands-on implementation partner alongside your team. Every engagement leaves you with working systems, written documentation and a team that can operate them.
Founders
Sophia Båge
Founder, Untangle Collective
Strategist, lecturer and advisor working at the intersection of AI, E-commerce and decision-making.
Sophia works with leadership teams, ecommerce brands and organisations navigating how AI changes marketing, growth and competitive advantage.
Lucas Östergren
Founder, Untangle Collective
Specialised in data analysis, CRO and performance optimisation.
Lucas works with ecommerce brands to identify friction, uncover hidden growth opportunities and strengthen the connection between traffic, conversion and profitability.
With a strong analytical approach, he helps companies move beyond surface-level metrics and understand what actually drives business performance across the customer journey.
Trusted by teams shaping modern commerce.
Bridging commercial growth, AI capability and modern marketing education.
