Building In-House Tools for an Ecommerce Brand

Chip Ge is the founder of Barefoot Caribou, a consumer products brand selling across Amazon (US, CA, MX), TikTok Shop, and Shopify. Frustrated with stitching together SellerBoard, SoStocked, spreadsheets, and a dozen seller tools, Chip built the BC Hub - an in-house operations platform that unifies multi-channel P&L analytics, inventory forecasting, PPC intelligence, and creator management, largely developed in collaboration with AI coding agents. He speaks about what's now possible for small brands: replacing an entire SaaS stack with custom software you build yourself, without a dev team.