Behind the Brand: Diff

Diff Agency, headquartered in Montreal, Québec, with a key presence in Toronto, is a North American leader in e-commerce innovation. Since 2012, our team of 80 thinkers, creators, and experts has been delivering transformative solutions that connect people, products, and processes seamlessly. Specializing in Shopify platform implementation, custom application development, headless and composable architectures, and system integrations, Diff empowers businesses to thrive. From user experience design to B2B and POS solutions, we streamline operations and create tailored tools to redefine success in today’s ever-evolving digital landscape.

Building Better Solutions Through Collaboration and Accountability

Diff's work culture is built on the core values of Collaboration, Respect, Excellence, Creativity, and Accountability. We foster an environment where teamwork and mutual respect thrive, encouraging everyone to support one another.

We pride ourselves on being approachable, efficient, and results-driven. As a lean and business-oriented team, we combine friendliness with a strong focus on delivering exceptional outcomes.

We are thinkers, creators, and experts who shape the future of retail with innovative solutions that connect the dots between people, products and processes in a way that makes commerce better for everyone, everywhere.

Diff's Transformative Solutions: Redefining E-Commerce Excellence

What’s Good for the Planet is Good for Business

Client: Boll & Branch

Boll & Branch revolutionized home textiles as the first Fair Trade-certified brand, creating eco-friendly, sustainable bedding by reinventing supply chains. Launched in 2014, their luxurious sheets quickly gained popularity, reaching $27M+ in annual revenue within three years.

Order Processing & Sophisticated Subscription Management

Client: Sakara

Sakara Life, a wellness leader in organic meal delivery, upgraded its order processing and subscription management to support rapid growth, enabling personalized plans, flexible scheduling, and seamless add-on integration to meet evolving subscriber expectations.

Elevating the E-Commerce Experience Through Design & Technology

Client: Tommy John

Tommy John revamped its Shopify storefront with a new design, enhanced features, and Dynamic Yield A/B testing to elevate its brand and online experience, boosting performance and showcasing its innovative, stylish underwear and apparel.

Seamless Integration of Marketing and Commerce: Diff's Partnership with VML

Diff offers VML teams a unique opportunity to deliver end-to-end services across the entire client lifecycle. By enabling vertically integrated marketing campaigns that seamlessly transition into direct commerce interactions, Diff empowers VML to create impactful, results-driven strategies. This collaboration positions VML to blur the lines between traditional media campaigns and D2C-powered initiatives, driving measurable outcomes while building deeper trust and stronger relationships with our clients.

We are consultative in our approach to understanding business operations from the eyes of internal stakeholders and customer user experiences. This serves as input into our technical deliverables.

Jamie Sutton

VP Revenue

Hai-Long Nguyen

Client Leadership, Engineering & Delivery Oversight

Software development background, gravitated towards client consultation to bridge business and technology. Oriented towards client satisfaction, and providing vision on what that means across all roles.

Benjamin Crudo

CEO

Worked in his dad’s warehouse as a school dropout, created software to optimize his tasks, sold it, realized he could earn money making software, and went back to school. Came across Shopify, and with his prior retail instincts, and built an agency around e-commerce.

Elena Pobortchaia

Engineering Leader

Software development background, transitioned towards team management and operation. Keen eye for productivity and efficiency, while balancing decision making with individual, team, and most importantly: client satisfaction.

Jamie Sutton

VP Revenue

Early key hire at Shopify, built Shopify Plus, defining go-to-market strategies and disrupting the industry. GM of Omnisend, with 5x revenue increase over three years. Led market expansion at Recharge, a leading e-commerce subscription platform. Gravitated towards agency space for the last several years around the Shopify ecosystem.