01
Problem first
I start by understanding the business, not by browsing a catalogue of tools. Technology should serve the company’s goals.
About
An e‑commerce practitioner with over 12 years of experience
My name is Michał Zabielski. For more than a decade I have been helping small and medium-sized companies grow their online sales - on both the technology and the business side.
The recommendations I put into practice help digital products stand out in the market and let companies grow their online business in a controlled, deliberate way. I focus on understanding the problem and proposing the best - not always the most obvious - solution.
- • 12+ years in e‑commerce
- • B2B / B2C, where business meets technology
- • Endora Michał Zabielski · CEO of ENDORA Sp. z o.o.
- • Creator of the B2B platform Endora Commerce
How I work
02
Non-obvious solutions
The best answer is rarely the most obvious one. I look for the one that actually works.
03
Controlled growth
Companies grow their online business deliberately, in a way that is sustainable over time.
Panel discussion “Authenticity for sale. Does the buying committee believe in ‘human’ B2B?” at the 3rd PRoto Knowledge Congress (October 2026). We talked about the line between expertise and image-making, the role of emotions in brand credibility and what B2B decision-makers really expect.
My story
From my first freelance projects to consulting where business meets technology
I knew I wanted to become a programmer as early as the sixth grade. I devoured books on building websites and web applications, and I took on my first paid projects while still in middle school.
I enjoyed it so much that I kept doing freelance work and side projects all the way through university. After graduating in 2013, I started working as a web application developer at an e‑commerce software house in Warsaw. Working in e‑commerce, I discovered that technology and business can be combined effectively - and that passion has stayed with me ever since.
Also in 2013, I founded ENDORA. It started out building online stores, but my passion for the business side turned it into a place where we help solve e‑commerce problems where technology meets business, taking part in demanding and innovative projects.
In 2017, I decided to try my hand at the start‑up world. Together with my colleague Mateusz, I built MergeBit Analyzer - a web analytics tool for e‑commerce which, powered by data and an artificial intelligence engine, recommended changes that improved the usability of sales platforms and increased conversion. We closed the project after two years, but the lessons from that journey are still useful today - I often advise early-stage start‑ups and SaaS companies on their growth.
Between 2013 and 2017, while working on my PhD, I taught classes in Graph and Network Theory and Web 2.0 at the Military University of Technology in Warsaw. Students valued me for explaining things clearly and for material that motivated them to act.
For years I have also worked as a consultant, helping companies build e‑commerce and digital transformation strategies. I analyse organisations and, based on that, propose technology-driven solutions that increase their potential - including artificial intelligence and augmented and virtual reality (AR/VR).
In 2026, I moved the operational business of the Endora brand into a limited liability company, ENDORA Sp. z o.o., where I serve as CEO. In parallel, I run my own business, Endora Michał Zabielski, through which I provide consulting and advisory services where business meets technology.
That same year, I ran an experiment: with the help of artificial intelligence, I turned my more than 12 years of e‑commerce experience into a real product. That is how Endora Commerce was born - an open-source B2B commerce platform now developed by the ENDORA Sp. z o.o. team together with a community of contributors. You can read more about the platform itself at commerce.endora.software.
Today I use all of this experience to help organisations perform at their best in online retail and selling services online. If you think this knowledge could be useful to you, get in touch. I am sure that such a conversation can lead to something truly valuable.
In short
Michał Zabielski - key facts
E‑commerce consultant with over 12 years of experience and creator of the Endora Commerce B2B platform. I run my own business, Endora Michał Zabielski, and I am the CEO of ENDORA Sp. z o.o. The Endora brand has been operating since 2013, and in 2026 its operational business moved into the company. I help small and medium-sized companies grow online sales where business meets technology - in both B2B and B2C.
- Who I am
- E‑commerce consultant working where business meets technology
- Experience
- Over 12 years in B2B and B2C e‑commerce
- Company
- Endora Michał Zabielski (sole proprietorship) · CEO of ENDORA Sp. z o.o.
- My product
- Endora Commerce - an open-source B2B platform
- Focus
- Strategy, technology and online sales growth
- Based in
- Warsaw, Poland - working with clients in Poland and abroad
Frequently asked questions
FAQ
Who is Michał Zabielski? +
Michał Zabielski is an e‑commerce consultant with over 12 years of experience and the creator of the Endora Commerce B2B platform. He runs his own consulting business, Endora Michał Zabielski, and is the CEO of ENDORA Sp. z o.o. He helps small and medium-sized companies grow online sales where business meets technology - in both B2B and B2C.
What does Michał Zabielski do? +
He advises on e‑commerce strategy, technology selection and architecture, and system integrations (ERP, PIM, CRM, WMS). He runs business workshops and audits of sales platforms, and supports the implementation of artificial intelligence (AI) in e‑commerce.
What is Endora? +
Endora is an e‑commerce brand founded by Michał Zabielski in Warsaw in 2013. Since 2026 it has operated in two forms: the sole proprietorship Endora Michał Zabielski (consulting) and the limited liability company ENDORA Sp. z o.o., where Michał Zabielski is CEO. It helps companies grow their online business in a controlled way that fits the realities of their business.
What is Endora Commerce? +
Endora Commerce is an open-source B2B commerce platform (MIT licence) with a built-in CRM and an AI assistant. Michał Zabielski created it in 2026 as an experiment: with the help of AI he turned more than 12 years of e‑commerce experience into a ready-made product. Today the platform is developed by the ENDORA Sp. z o.o. team together with open-source contributors. More at commerce.endora.software.
Do you work with companies outside Poland? +
Yes. I work in Polish and English, and I offer consulting, workshops and Endora Commerce implementations to companies outside Poland as well.
How can I book a consultation? +
The easiest way is the contact form, or simply by e-mail or phone. Every project starts with a conversation and a discovery of your needs, so that the solution fits the realities of your business.
Facing an e‑commerce challenge? Let’s talk.
If you feel I could help you solve your problem, don’t hesitate to get in touch. I’ll do my best to make it happen, simply because I enjoy helping.