Hi, I’m Ed.
My full name is Eduards Torba, but I go by Ed.
I’m a Tech Lead and Senior Software Engineer with 11+ years of experience, connecting business needs, technical decisions, and considered user experiences.
My interest in technology started at 12. It’s taken me through full-stack development, enterprise commerce, integrations, and solution architecture. Today I combine hands-on engineering with technical leadership at Pro:Direct Sport.
I like understanding the whole problem, from what people need to how a system behaves in production. A background in design shapes that approach: the experience matters just as much as the engineering that makes it possible.
How I work.
Building and supporting commerce platforms
At Pro:Direct Sport, I lead technical design and development across storefronts, mobile applications, POS and back-office systems. My current work includes four Shopify Plus storefronts serving UK, EU and US consumers, alongside a dedicated B2B portal.
I work across custom applications, checkout and customer account extensions, Shopify Functions and the services that connect commerce to the wider business. That includes Azure integrations with Metapack for global shipping and pickup points, and catalogue architecture supporting over 200,000 products and 1.8 million SKUs.
Connecting decisions to the real problem
I enjoy working through the whole problem: understanding what people need, exploring the options, designing a solution, building it and helping it succeed in production.
I lead discovery and solution design workshops, work with stakeholders on priorities, and help engineers understand the trade-offs. Good solutions often start with a conversation about the problem behind a request. I stay involved in the code as well as the architecture, carrying decisions through delivery and production support.
Bringing a design perspective
Before engineering became my main focus, I spent several years designing and selling digital templates. That experience taught me to pay attention to usability, visual communication and the details that make a product feel considered.
It still shapes how I build. I care about how clearly an interface communicates and how easily someone can do what they came to do. I enjoy working with designers and product colleagues to connect those details with the engineering behind them.
Working as part of a team
I value clear communication, shared ownership and being someone colleagues can approach. I mentor engineers through code reviews, architecture guidance and everyday problem-solving, and help with recruiting and onboarding external engineering resources.
AI-assisted tools are also part of my workflow, supporting development and code review, with engineering judgement guiding what reaches production. The work I enjoy most brings together hands-on building, architecture, product thinking and technical leadership.