Earlier quoted context omitted.
> As somebody who is a skilled backend developer the value I provide is not as measurable Learn to do something which is more measurable, or figure out ways to measure some particular aspect of value you can bring. In back-end software, it will most likely be around performance or security. Doing a security audit then proposing remediation... if the company has already been hacked, they (should) understand the value…
Do you think there are 1-5 person companies doing millions annually with an ecom site?
Doing perf/security reviews of a niche like that (woo, magento, etc) would probably still be a place to focus and make money, if you want to stay 'back end' (or at least technical). But even then, some of the measurable stuff will be needed - "we reduced the load times by 45% on the checkout page, and conversions went up 17%, adding $87k in profit last year".