Do I Qualify?
Benjamin Crudo's avatarPerson

Benjamin Crudo

CEODiff Agency

Montreal, QC, Canada

Member Since October 2022


E-commerce Consulting
Software Engineering


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.

Published content

How to make work more human in the age of AI


As companies harness the power of AI, here are a few ways they can put human relationships front and center for both employees and customers in 2024.

Why we need a Surgeon General's warning for smartphones at work


Here's how breaking free of your digital dependency can make you a better leader.

Here’s why social commerce hasn’t peaked in U.S. retail yet


As we navigate e-commerce amidst the return to in-person consumerism, here’s why I believe social commerce hasn’t yet peaked in the U.S.

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.

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.

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?

Company details

Diff Agency

Company bio

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.™


Marketing & advertising

Area of focus

Web Application Development

Company size

51 - 200