Platform Architecture
Modular-monolith commerce platforms with module boundaries enforced in CI, migrated off legacy stacks with every URL and ranking kept by design.
designed for zero SEO loss01 Commerce platforms · Business systems · AI & automation
I design and build the systems that run commerce and business operations.
I’m Amirali Yaghouti — a software architect and senior engineer. I take a business problem through architecture, production code and measurement: commerce platforms, CRM and customer operations, AI assistants, automation. Most of it is running today under real traffic, and I lead the 12-person team that operates it.
Based in Tehran. Built for businesses in Iran, Austria, Canada and the US.
professional-positioning.ts
What comes out
Commerce platforms, CRM and operations tooling, AI assistants and automation — built to be measured, reversible and handed over.
Scroll to build the system
02 From problem to production
First I watch the system under real load.
Before any code changes, I find out how the thing actually behaves in production: which pages are slow, which routes are hot, where the database is under pressure, and where the team is working around the software instead of with it.
/observe/production-signals.js
outputThe problem stops being an opinion and becomes a number.
03 What I build
The systems I build, and what holds them together.
Six areas that keep showing up in the work: the platform itself, the identity and security around it, the AI on top of it, the money it moves, the speed it runs at, and the automation that keeps it operating.
Security & Identity
Fail-closed customer identity, REST shields, route allowlists, staged approval gates and threat-modelled boundaries around live commerce.
fail-closed by defaultAI Systems
Catalog-grounded AI sales assistants with OpenAI function-calling, vision and voice, released through staged-rollout safety gates.
grounded, gated rolloutDomain & Fintech
Append-only wallet and loyalty ledgers in exact integer money, proven with mutation testing before a single balance goes live.
4 money defects caught pre-releasePerformance Engineering
TTFB, cache layers, route pressure, query reduction and asset strategy with measurable before/after results.
61% lower PDP TTFBAutomation & Ops
n8n workflows, Telegram and CRM bots, reporting pipelines and operational tooling — with human review where the decision matters.
human review where the decision matters04 By business
Built for the business, not the stack.
Six kinds of business these systems already run in, with the modules each one uses — and four they would move to as they are.
Online retail
Running todayA live watch and jewellery store: catalogue and filters, checkout with phone verification, payments, back-in-stock and cart-recovery SMS, spreadsheet-driven price and stock operations.
- archive p95 5.2s → 1.7s
- product page TTFB 2.3s → 0.9s
- back-in-stock by SMS or email, once only
Modulescatalogue filtersfull-page cachecheckout + OTPback-in-stockcart recoveryprice & stock syncbulk discountssimilar products
Wholesale & dealer networks
Running todayA B2B platform for a watch distributor: dealer catalogue as a PWA, assisted ordering, reseller approval, per-brand exports, and brand microsites reading one central catalogue.
- one product database, several storefronts
- reseller approval before a dealer sees trade prices
- competitor and dealer price monitoring
Modulesdealer catalogue PWAassisted ordersreseller approvalbrand micrositesprice monitoringExcel exports
Marketplace & consignment
Running todayA pre-owned watch marketplace: seller intake, bench inspection, custody, reservation only against a confirmed payment, settlement — each step a state, each transition audited.
- reservation exists only against a confirmed payment
- a bench refusal returns the piece to the seller with the reason
- custody boundaries as a state machine
Modulesseller intakeinspection & certificationcustodyreservations & depositssettlementseller rank
Loyalty clubs & memberships
Running todayA ledger-based loyalty club on a live store: points, tiers by spend, wallet, referral, birthday offers by SMS. Every balance is derived from an append-only ledger; money is an integer.
- 4 money defects caught by a mutation checker before launch
- 0 floats on money
- three channels earn at their own rates: web, counter, repairs
Modulespoints ledgerspend tierswalletreferraloccasion SMSmulti-channel earningoperator views
Service & repair desks
Running todayA repair and after-sales module inside the customer-operations system: intake opens the customer's account by phone, quotes are approved in the customer panel, deposits, technician sheets, a PIN at hand-over, price books that learn from history.
- quote approval in the customer's panel, not by SMS reply
- staff enter Toman, the ledger stores Rial
- repairs earn loyalty points at their own rate
Modulesintakequotes & approvaldepositstechnician queuehand-over PINprice & battery books
CRM, sales teams & the front desk
Running todayAn operator app with eleven working queues, a commission report the page, the dashboard and the Telegram bot all agree on to the Toman, counter-sales import from accounting exports, a shop-phone call bridge, and one daily report to the owner.
- 11 operator queues: today, follow-up, new, after-sale, win-back, abandoned, back-in-stock, tickets, chat, birthdays, recent
- live order cards in Telegram that update themselves
- one owner report a day
Modulesoperator queueswin-backlead importcommission reportcall bridgeTelegram order cardsdaily digest
Not built for these yet — the modules move as they are
Nothing below is a claim of past work. It is the honest map of which running modules a business like this would start from.
Gym & fitness clubmemberships & tiers (loyalty ledger) · OTP member portal · birthday SMS · front-desk queues · trainer commission report
Restaurant & caféTelegram order cards · next-visit coupon · loyalty points · occasion SMS · owner daily digest
Clinic & salonreservations with deposit (marketplace state machine) · OTP booking portal · slot-available alerts (back-in-stock pattern) · practitioner earnings
Retail chainmulti-branch CRM import · per-branch loyalty earning · price monitoring · brand microsites on one catalogue
05 Selected engineering proof
Measured project impact.
A concise look at systems built around bottlenecks, architecture, KPIs and commercial outcomes—not surface-level project cards.
ArchitectureCommerce Platform (Modular Monolith)
A commerce backend that cannot quietly rot.
A modular monolith for a watch and jewellery retailer moving off WooCommerce: pricing, stock, orders and payment as modules with typed interfaces, boundaries enforced in CI, and a migration designed to keep every URL and every ranking.
CI-enforced module boundariesevery URL kept by design
Impact: the architecture cannot silently erode, and the store keeps ranking through the move.
/platform/modules/pricing.ts
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Read case studies
GitHub proof library
Explore the full project index, then open detailed case studies and public-safe GitHub showcases with architecture notes, update logs and sanitized samples.
06 Engineering range
The range this work actually needs.
No single stack covers a commerce platform, the operations around it and the automation on top. This is the ground I work across — listed as range, not as a checklist.
Commerce Platform Engineering
Production commerce platforms end to end — PHP/WooCommerce and TypeScript/NestJS — with custom architecture, safe boundaries and operational controls.
PHPWordPress CoreWooCommerce HooksCustom PluginsMU-PluginsCheckout FlowCart LogicProduct APIsAction SchedulerWP CronElementorAdmin UX
Performance & Diagnostics
Deep investigation of TTFB, cache behavior, database pressure, slow routes and hidden backend friction.
LiteSpeedMicrocacheQuery ReductionREST ShieldAutoload ControlTransient CleanupSQL AnalysisLog ForensicsHTTP Egress ControlSlow Request ProfilingKPI Tracking
Automation & Operational Workflows
Business workflows that connect people, data, reviewed summaries and operational approvals without losing control.
n8nWebhooksTelegram BotsGoogle Sheets APICRM RoutingHuman ApprovalError BranchesScheduled WorkflowsAI AssistantsLLM IntegrationProcess DesignPrompt Systems
TypeScript, APIs & AI Services
Typed backend services, snapshot APIs and AI assistants that stay grounded in real business data.
TypeScriptNestJSNode.jsREST APIsPythonFastAPIOpenAI Function-CallingTelegram Bots & Mini AppsData ModelsCSV PipelinesGSC / GA4
Frontend & Product UX
Responsive, premium interfaces that make complex systems usable for customers, operators and managers.
JavaScriptResponsive UXAdmin DashboardsMotion UILiquid Glass UIAccessibilityFrontend PerformanceConversion UX
Security, Ops & Integrations
Safer public surfaces, controlled routes, provider integrations and production-ready recovery logic.
API FirewallsRate LimitsAllowlistsBot Noise ControlGoogle APIsSMS ProvidersVoIP / NovatelPWA PushMonitoringRollback Logic
Business Systems
Internal tools that reduce manual work and connect sales, service, operations and reporting.
CRMCustomer HubBooking SystemsEducation SystemsGold WalletSales WorkflowTeam AutomationOperational Dashboards
Engineering Leadership
Clear specifications, modular architecture, code review discipline and practical decision-making for non-trivial commerce systems.
Technical StrategyArchitecture DocsSpec WritingCode ReviewRisk ControlBusiness TranslationTechnical Storytelling
07 How I work
How I work.
Four steps, whether the work is a live store, a remote engineering team, or a business that needs one person who can connect a technical decision to what it does to sales and support.
At Javaherian Gallery I own the online platform and lead its engineering, and I direct a 12-person cross-functional online team — development, sales, SEO, CRM operations, product support, design and social — that turns platform decisions into daily commercial results.
Find out how it behaves under real load — slow pages, hot routes, checkout risk, API pressure, database growth — before touching code.
Design modular plugins, safe fallbacks, cache boundaries, data snapshots, admin controls and rollback paths.
Ship the modules, APIs, dashboards, workflows and automations — production-grade, behind flags, reversible.
Same metric, same traffic, before and after: TTFB, queue size, route pressure, report latency, manual work removed.
08 Ways to work together
Two ways to work together.
Some businesses need a system configured and running on a known scope. Others need architecture and engineering for a problem that has no off-the-shelf answer. I do both, and they are priced and scoped differently.
Path 01
A2 — productized business systems
A2 is the configurable operational core I extracted from years of building real sales, CRM, automation and commerce tools. You get a known scope and a faster start, instead of a system designed from zero.
For teams that need a reliable operational foundation for customers, follow-ups and core workflows.
- Customer and lead records with a full activity history
- Follow-ups with a clear next action and a named owner
- A basic opportunity pipeline
- Operational dashboard and core reporting
- Roles, permissions and an audit trail on sensitive actions
- The integrations the agreed scope needs
For teams that need automation, recovery workflows, segmentation and deeper operational control.
- Everything in Essential
- Rule-based assignment, SLA and escalation
- Recovery and reactivation workflows
- Segmentation and campaign workflows
- Approval flows and exception handling
- Advanced dashboards and attribution
- Multi-operator and multi-branch workflows, depending on scope
For teams that want governed AI inside real sales and operational workflows — not a chatbot bolted on the side.
- Everything in Growth
- AI sales assistant and product advisor grounded in your own catalog
- Management summaries and AI-assisted drafting
- A tool registry with a risk level on every action
- Human approval required before sensitive actions
- Audit trail and usage monitoring for every AI action
- Model and provider configuration, with defined fallback behaviour
AI in A2 does not own business truth. It works through governed tools and verified operational data.
Discuss scope
Custom / Enterprise scope
Requires technical discovery
Built on Growth or AI Pro, with organization-specific architecture, deployment and integration scope: multiple companies or brands, ERP, POS and accounting integration, SSO, private or customer-hosted deployment, complex migration, custom connectors and reporting.
Add-ons such as retention, after-sales, supplier automation and product-content automation stay independent of the package.
Path 02
Custom engineering
For problems that need architecture, a rebuild, a migration or an integration designed around your own constraints.
System audit, bottleneck analysis, integration and migration planning, risk analysis, and a technical roadmap you can act on.
Catalog, pricing, inventory, checkout and order flows, payment integration, admin operations, performance and technical SEO.
Customer records, lead workflows, assignment and SLA, operator tooling, attribution, recovery and reporting.
Assistants grounded in real data, tool-based LLM systems, messaging and workflow automation, management summaries.
REST APIs, adapters and connectors, ERP/POS/accounting integration, data synchronization, idempotency and retry design.
Performance diagnosis, cache and query analysis, background jobs, observability, error handling and release safety.
09 Work with me
Start with the problem, not the stack.
I’m a good fit when the problem sits between engineering and the business: a platform that needs architecture rather than another plugin, operations that need tooling, or a decision someone has to explain to both the developers and the people running the shop.
Signature offer
Architecture & operations review
A focused look at what you’re running now: architecture, performance, the risky parts of checkout and payments, API pressure, what could be automated — and a roadmap you can act on rather than file away.
Best-fit collaborations
- A commerce platform that needs architecture, not another plugin
- CRM, customer operations and the internal tooling around them
- AI assistants that stay grounded in real business data
- Automation across workflows, bots and reporting
- Performance recovery on a store already under load
- Technical ownership where the pressure does not let up
11 Start the engineering conversation
Need a system that feels engineered, not patched?
Send the URL, the bottleneck, or just the business problem. You’ll get back a plain technical plan: what’s wrong, what I’d do, in what order, and what could go wrong.