Web commerce
Curated discovery, product storytelling and a direct path from interest to purchase.
OneFood · Venture building
From an idea to a cross-border food marketplace.
I co-founded OneFood to let people buy groceries from their favourite neighbourhood shops and local producers in one order — delivered together through a partner distribution network.
Stefano Capone · Selected work
Built from 0 → market
01 — Context
One basket. Multiple local shops. One next-day delivery.
10K+
orders processed through the business
3
European markets: Italy, Austria and Germany
3
connected product layers: web, mobile and admin
0→1
venture built from discovery to market execution
Local food was everywhere. The digital experience was fragmented.
There was no single app where people could buy groceries from one or more of their favourite neighbourhood shops and local producers, then receive everything together at their doorstep. That was the gap we set out to close.
OneFood groups and digitises these businesses, giving consumers a wide selection of products whose quality and origin are known. Instead of building our own fleet, we connect shops with partner distributors that consolidate orders, optimise last-mile delivery and deliver by the next day.
Mobile commerce
Discover, buy and experience unique food.
The OneFood app turned local discovery into a mobile-first journey — from inspiration and producer stories to product selection and purchase.
Product & operations
The experience customers see. The tools the business needs.
02 — The system
One connected venture, built across the customer and operating experience.
The visible product was commerce. The real product was the system behind it.
Moving beyond the first storefront meant designing a tailor-made platform and the workflows around it. Customer experience, product technology and day-to-day operations had to evolve together — because weakness in any one layer would be felt across the whole venture.
Custom platform
A tailor-made commerce engine designed around the venture rather than a generic storefront.
iOS & Android
Mobile discovery and ordering extending the product beyond the browser.
Shops & producers
Local businesses are digitised and brought together in one trusted product network.
Admin platform
Product, customer, order, payment, invoice and analytics workflows in one control layer.
Partner distribution
Distributors consolidate orders, optimise the last mile and complete next-day delivery.
03 — The journey
From opportunity to evidence. From evidence to capability.
Opportunity & proposition
Framed the market gap, target experience and value proposition around discovering distinctive food products beyond local availability.
FramedMarket validation
Launched early through Shopify to test real customer behaviour, build initial traction and learn where the proposition was strong — and where assumptions failed in practice.
ValidatedCustom digital product
Directed the move from an off-the-shelf storefront to a bespoke system spanning web commerce, iOS and Android applications, and an operational administration platform.
BuiltGo-to-market & brand
Shaped positioning, merchandising, acquisition and communication around premium discovery — making the experience itself part of the value proposition.
LaunchedOperations & partnerships
Connected shops and producers with partner distributors, orchestrating catalogue, payments, consolidated orders and next-day delivery without building an owned delivery fleet.
IntegratedCross-border growth
Used customer feedback and operating evidence to refine the product, strengthen recurring demand and extend the model across Italy, Austria and Germany.
Scaled04 — My role
Building the company meant connecting every decision.
I didn’t join to optimise an existing business. I helped create one.
- 01
- Frame Turn a market opportunity into a clear proposition, model and set of priorities.
- 02
- Make it real Move quickly from concept to a product customers could actually use and judge.
- 03
- Connect Align product, technology, suppliers, marketing, finance, logistics and service.
- 04
- Adapt & scale Use evidence to change the model, invest in capability and expand into new markets.
05 — Impact
From a first hypothesis to a venture with real traction.
10K+ orders
OneFood moved beyond a concept and processed more than ten thousand orders — turning a proposition into measurable customer behaviour.
Three markets
The venture operated across Italy, Austria and Germany, testing the model across different languages, customer expectations and operating contexts.
Owned product capability
The shift from Shopify to a tailor-made platform created an integrated product spanning customer-facing commerce and the operational tools behind it.
A repeatable growth engine
Partnerships, recurring customers, product iteration and operating feedback became connected parts of how the venture learned and grew.
A business model is a designed system.
Product, incentives, operations and customer behaviour have to reinforce one another. Optimising one component in isolation rarely fixes the whole.
Protect the intent, not the assumptions.
OneFood taught me to keep the purpose clear while staying willing to change the product, process or model whenever reality provides better evidence.