Benjamin Crudo

Member Since 2022

Benjamin Crudo


Diff Agency

Montreal, Canada Area

At the dynamic cross-section of Retail and Technology, you’ll find Ben. An experienced retail-strategist and software engineer, Ben founded ecommerce agency Diff in 2011 to provide retailers with a better way to do business. Brought up in the world of retail, Ben worked in his family’s business since his youth, learning everything from managing the warehouse to selling on the shop floor, to forecasting purchasing and analyzing sales data. The experience gave him a deep understanding of how retail businesses work and what’s required to run them successfully. In the quest to master the technology of the retail business, Ben earned a Software Engineering Degree from Concordia University in Montreal — and it was here that he started to fuse his retail acumen with his technical expertise. Several years into running his own, highly successful ecommerce consultancy, he expanded his offering to form Diff. With 100+ employees, three offices worldwide and as one of the world’s top Shopify partners, Diff takes a full-service approach to ecommerce: planning, designing, building, integrating and optimizing e-commerce products to drive success online. While known for his technical expertise, Ben remains passionate about demystifying ecommerce for his customers: communicating clearly in the language of retailers to ensure cooperative and successful projects. Some of his notable clients include Boll&Branch, Popsockets, YM,inc., WWF, Ecobee, KITH, and Yellow Shoes. Ben takes great pride in the service, success and growth of the Diff team, and in the agency’s position as one of “Canada’s Great Places to Work.” He is passionate about human-focused leadership and has written frequently on this and other subjects for Fast Company, Forbes, Business Insider and other leading publications. When he’s not building the winning stores of the future, he can be found cycling around Montreal looking for great new restaurants or mentoring his Concordia computer science student alumni.


  • Shopify
  • E-commerce Consulting
  • Software Engineering


May 17th, 2023

Retail subscriptions have grown up: Here’s what that means for businesses

There’s tremendous value to the model for all of a business’s stakeholders—if they can crack the code on creating a successful subscription-based business.

February 8th, 2023

Three mistakes every retailer should avoid during an economic downturn

When the economy turns, it’s a challenge for any sector, but these hardships don’t come without reward.

November 18th, 2022

Stop trying to compete with Amazon: How to create value this holiday season

To navigate mixed signals in the market, retailers must ask: How will my brand create value for discerning shoppers?


Diff Agency

Diff is a full-service ecommerce agency that provides retailers with end-to-end solutions to drive their online business growth. As one of the world's top Shopify Plus Partners, Diff creates best-in-class retail experiences with fully-customizable ecommerce websites and themes, optimized UX design, third-party systems integration, custom application development, conversion rate optimization, QA, digital marketing and web analytics strategy. Ranked as the 15th best workplace to work by Great Place to Work Canada (company with less than 100 employees), Diff is known for its inclusive values and a corporate culture that helps employees reach their full potential. We are thinkers, creators and experts contributing to shaping the future of retail with innovative, easy to manage, flexible and secure ecommerce solutions for our clients. We connect the dots between people, products and processes in a way that makes the shopping experience better for everyone, everywhere. Diff was founded by a retailer and built for retailers. Long Love Retail.™


  • Shopify
  • Web Application Development
  • Ecommerce


Marketing & advertising