Benjamin Crudo

Benjamin Crudo is a seasoned retail-strategist and software engineer who founded e-commerce consultancy, Diff, in 2011, aimed at providing retailers with a better way to do business. With an extensive background in retail, Ben's experience ranges from managing the warehouse to selling on the shop floor, forecasting purchasing, and analyzing sales data.

Ben received a Software Engineering Degree from Concordia University and fused his retail acumen and technical expertise to offer a full-service approach to e-commerce. Diff takes on planning, designing, building, integrating, and optimizing e-commerce products to drive success online, with a specialty in delivering technical expertise in the language of retailers to ensure customer cooperation and project success. Ben has worked with notable clients such as Boll&Branch, Popsockets, YM,inc., WWF, Ecobee and Yellow Shoes.

Ben believes in providing human-focused leadership and has written on this and other subjects for Fast Company, Forbes, Business Insider, and other leading publications. He is passionate about the Diff team's growth, which has reached 100+ employees, boasts three offices worldwide, and is one of the world's top Shopify partners.

Ben can often be found cycling around Montreal, mentoring his Concordia computer science student alumni or looking for great new restaurants. He is continuously driven to build the winning stores of the future and is passionate about the service, success, and growth of the Diff team.