9 Questions for…Tu Pham

"9 Questions For…" is an interview series in which I ask soloists, founders and leaders working in the Shopify ecosystem, ecommerce, and adjacent industries to share their experiences of doing "their thing, their way". The questions might be the same but the insights certainly aren't! If you fit the bill and would like to share your learnings please get in touch.

In this edition of 9 Questions For…, we take a trip to the California coast to chat with Tu Pham, co-founder of Shopify app Cleverific.

Cleverific have been a consistent supporter of my Craft+Work events, for which I am incredibly grateful.

Tu Pham (far left) on a eCom Collab Club: London Panel

Q: Are you a founder, co-founder, solo entrepreneur, consultant or something else?

I'm a co-founder.

Q: What type of business do you run?

Cleverific is a Shopify app that lets customers make post-purchase order changes through self-service, plus we offer backend order editing and automation tools for brands. Our solution includes additional product recommendations and revenue touchpoints during the purchase-to-fulfilment window.

Tu's beautiful home office built during the COVID lockdown

We work with DTC brands, fashion retailers, and growing ecommerce businesses — brands and agencies that value deep partner relationships over just adding another piece of software to their tech stack.

Q: Why did you start your business?

I'd always wanted to create a product, and after years as an Art Director helping brands with physical products and loving UX design, building software felt like the natural next step.

Q: What's the biggest challenge you are facing in your business?

Growing our reach while bootstrapped. Every marketing dollar has to count when you're funding growth yourself.

Q: What's going well in your business?

Our product is rock solid, we iterate fast, and we've built an efficient team that I can safely say punches above its weight.

Q: What skill do you excel at, and which one do you want to get better at?

I shine at design — I've designed everything from SaaS UX to logos to wine labels to massive billboards. I still come across some of my design work when walking into the local wine shop or driving on the highway. I'd like to get better at vlogging.

Q: What will be different about your business this time next year?

Simply put, more people will know about Cleverific and the problems we solve.

Q: What's the one thing you wish you'd known before starting your entrepreneurial adventure?

I never really jumped on the social media train — probably have less than 100 posts across all platforms combined. It wasn't in my skill set, but I'm realising that being a visible professional is part of the entrepreneurial adventure in 2025.

Q: Where do you live, and what do you love about your city?

Santa Barbara, California.

Access to the beach, mountains or coffee with a friend is less than a 15-minute drive or bike ride away. And great weather 90% of the year!