How Weld helps eComplete scale insight, speed, and measurable impact
eComplete is a private equity investor and growth partner backing fast-growing eCommerce brands. With a sharp focus on operational excellence and a deep belief in data, the team doesn’t just invest, they roll up their sleeves and help companies grow.
To support that mission, they’ve built a proprietary data platform that powers everything from due diligence to ongoing portfolio strategy. And Weld is at the center of it.
Weld gives us the ability to see a huge array of KPIs and data points that we can then feed back to clients in an insightful and actionable way.
– Pritesh Patel, Head of Data and BI, eComplete
From static decks and spreadsheets to a single source of truth
Before Weld, eComplete’s analysis was largely consultant-driven. Investment reviews came back in static PowerPoint decks, sometimes hundreds of slides long, while internal teams relied on stitching together data across dozens, even hundreds, of spreadsheets.
Just to compile that data and work with it meant that the process was slow, clunky… We’re in an age now of automation, speed, and AI, and the infrastructure just wasn’t strong enough.
– Joshua Elliott, Insight and Strategy Director, eComplete
The problem wasn’t just technical, it was structural. Each brand had unique quirks: bundles, custom SKUs, or subscription models that couldn’t be handled by a one-size-fits-all setup.
Some clients rely heavily on bundles. Others do a lot of subscriptions. The old setup produced things the same way each time, and it couldn’t handle that level of nuance.
– Pritesh Patel
Built in-house for full ownership and speed
After exploring alternatives, eComplete chose Weld for its flexibility, ease of use, and ability to bring their platform fully in-house. It offered all the right connectors, modeling capabilities, and a partner-first approach.
Setup was fast. What began with a single team member quickly scaled across analysts and contractors, all able to contribute without heavy onboarding.
One of our long-time contractors always comments on how easy he finds it to use Weld. He says it's one of the best platforms he’s seen in the data world.
– Pritesh Patel
With Weld, eComplete now owns every part of their data stack, from ingestion and modeling to reporting and strategy, without depending on external agencies.
A flexible, unified platform for every use case
Today, Weld supports three core pillars of eComplete’s data workflow:
- Commercial due diligence: Deep, structured analysis of potential acquisitions
- Strategy development: Insights that guide growth plans across portfolio brands
- Automated reporting: Tailored updates delivered directly to stakeholders
The team also uses Weld for one-off deep dives, whether it's exploring marketing attribution or surfacing operational blind spots.
We use the platform to analyze investments, help clients grow, and monitor performance with automated reporting. Weld is a key part of all of that.
– Joshua Elliott
Their Weld setup includes:
- Data ingestion from key eCommerce, marketing, and finance platforms
- Centralized modeling that reflects each brand’s unique logic and KPIs
- Automated report delivery to portfolio leadership and internal strategy teams
- Ad hoc exploration to support high-impact, high-speed decision-making
Some of the main sources they connect with include Shopify, TikTok Ads, Facebook Ads, Google Ads, Google Analytics 4, Microsoft Ads, Amazon Ads, Klaviyo, Xero, Excel, BigCommerce and Gorgias, with Google BigQuery as their central data warehouse.
A lean team, a wide reach
eComplete’s platform is managed by a small internal team, with just a few people responsible for data ingestion, modeling, and reporting. Yet their work supports dozens of stakeholders, from brand leads to investors.
We don’t believe in having a really big BI team. Especially for eCommerce businesses, we think they should operate with a very specialist, limited, and lean team that can move quickly.
– Joshua Elliott
The team structure reflects eComplete’s belief in lean, agile operations, made possible by modern tools like Weld.
Weld’s AI assistant helps scale faster and smarter
Weld’s built-in AI assistant plays an important role in speeding up development and reducing friction in daily workflows. It helps the team write, debug, and improve SQL, especially as queries get more complex.
It makes identifying issues quicker and easier, freeing up more time to concentrate on the bigger picture.
– Pritesh Patel
Looking ahead, the team is thinking beyond dashboards. Their goal is to create an agentic, AI-enabled interface, where non-technical users can access insights instantly, without depending on analysts.
We’re thinking about how to make data extremely accessible, not through dashboards, but through something smarter. We want to reduce the time from integration to insight.
– Joshua Elliott
Measurable impact: revenue uplift and time saved
Since adopting Weld, eComplete has transformed how it works with data. What used to take days of manual effort is now structured, repeatable, and fast.
One client achieved a £500k uplift in revenue in just six months following a strategic intervention powered by Weld. Other examples of measurable impact include:
Automating a manual reporting process saved one team member at least one full day every month.
In another portfolio company, data automations freed up four hours per day for an individual who previously had to wait twice a day for files to download.
By combining a lean operating model with a flexible, AI-accelerated data stack, eComplete continues to make smarter investments, and help every brand in their portfolio do the same.
We try to work in a commercially lean way and Weld fits that.
— Joshua Elliott
Interviewed
