We built Hertwill to help small stores sell quality products without the usual sourcing headache. Over the years we watched thousands of merchants try to launch on Shopify or WooCommerce. Most got stuck. Many never went live. And the ones that did often spent more time maintaining their store than actually growing it.

That's the real problem. Ecommerce still requires humans to do everything. Sourcing products. Building the store. Writing copy. Running ads. Handling customers. Constantly tweaking things. It's a lot, and most of it is repetitive work that shouldn't need a human in the loop.

So we’re building Buildwill.

What it is

Buildwill is an AI platform for small and medium-sized brands and online stores. You connect your store, and the AI learns your brand, your products, and your business. Then it works in the background — generating social posts, product images, videos, SEO content, and ads based on what it knows about you.

No Canva. No camera. No writing prompts. You just log in and there are 20 new Instagram posts ready to publish. You pick what you like, or let it run on its own. Either way, your marketing keeps moving.

It works both ways: fully autonomous if you trust it, or as a fast assistant if you prefer to stay in the loop. The AI does the heavy lifting either way.

Where it goes

Marketing is the starting point. The bigger direction is ecommerce that runs itself entirely.

• AI generates on-brand content across channels automatically
• AI edits and evolves your store through conversation
• Continuous improvement across design, pricing, content, and product mix
• Agents handle sourcing, marketing, customer support, and growth
• Agents oversee operations across one or many stores