Nobody built software for what ops actually does.

Let's be honest. Shopify was built for inventory, not possibility.
It works beautifully when you're selling what already exists. Count it, ship it, done.

But made-to-order doesn't work that way. You're not managing boxes in a warehouse. You're managing what could exist. What someone will build, next week, based on choices a customer made today.

Shopify doesn't speak that language. So developers hack it. Frontend people who've never stood on a production floor build workarounds that almost work. Until they don't.

One small change (a new option, a variant update) and the whole thing unravels. Orders come through wrong. Components are missing. Production stops. Someone's rebuilding a spreadsheet at midnight while everyone else is at the Christmas party.

This isn't an edge case. This is Tuesday.

Here's what actually happens:

Marketing builds what customers want. Ops figures out how to make it real. But the tools treat these as separate problems. So ops becomes a translation layer. A human API between what was promised and what can be built.

Spreadsheets work until they don't. Airtable scales until it breaks. Someone always knows the system, until they quit. Then production halts and everyone scrambles.

The real cost isn't the late nights. It's that ops never gets to focus on their craft. They're managing tools instead of making things. Firefighting instead of building.

It doesn't have to run on adrenaline.

Orderkraft was built by people who actually understand production. Not as a feature to support, but as the thing that matters most.

It speaks the language of making, not just selling. Every order is a production event. The system knows what needs to be built, where, when, and from what. Delivery promises are real because they're connected to what's actually possible.

When it works, nobody notices. That's the point.

Ops gets clarity. They know what to build next. Marketing can promise what's real. Production hums. The best operations are invisible. Not because nothing's happening, but because everything just works.

Made-to-order should feel like craft, not crisis.

That's what we're building. Infrastructure that disappears. Tools that get out of the way. Systems that let you focus on what you're actually making, not on making the systems work.

The humming engine, not the emergency brake.

— Stefan Vermaas
Founder, Orderkraft