DLFT builds e-commerce companies designed to scale through software, not headcount
DLFT builds e-commerce companies designed to scale through software, not headcount. We want to find out how far a small team can go when AI and software handle the work that traditionally required entire operations teams. In e-commerce, that means everything from researching products and creating ads to handling customer emails, monitoring campaigns and managing suppliers. We're testing this on a real business, not a demo. Since April 2026, we've been moving the brand's daily workflows from people into software, one at a time. AI reads customer emails and drafts replies, generates and evaluates ad creatives, and helps run operations. Deterministic rules control spending and other consequential actions. When something is uncertain or difficult, a human steps in. So far, the business has generated more than $100,000 in sales across 1000 shipped orders. You can follow the system working on real business data at dlft.ai/live. We're three engineers in Delft, building toward a bigger question: How much of a company can you turn into software while keeping it reliable, controllable and economically productive?