Storefronts judged on revenue, not on how they look in a deck.
Ecommerce is one of the few places where technical decisions have a directly measurable price. A slow product page and a confusing checkout both cost money you can count.
We build on Shopify when Shopify fits, go headless when the storefront needs to do something the theme layer cannot, and build custom when the business model genuinely does not match a platform. That order is deliberate — platform constraints are usually cheaper than the freedom of a custom build.
The work concentrates where revenue actually moves: product page speed, search and filtering that surfaces the right item, and a checkout that does not lose people at the last step.
What we build
Shopify builds
Custom themes and apps that respect the platform rather than fighting it, which is what keeps a store maintainable.
Headless storefronts
For catalogues and content needs the theme layer cannot serve, with the added operational cost stated up front.
Search and merchandising
Filtering and search tuned for your catalogue, since discovery is where large catalogues usually lose sales.
Checkout optimisation
Reducing the steps and surprises between cart and confirmation, measured rather than assumed.
Product and review schema
Structured data that reflects real inventory and genuine reviews — never fabricated ratings, which are both a policy violation and a lie to customers.
How the engagement runs
- 01
Find the leak
Where the funnel actually loses people, from your own analytics.
- 02
Choose the platform
Shopify, headless, or custom — argued, not defaulted.
- 03
Build for speed
Product and category pages treated as performance work.
- 04
Measure the change
Against the funnel metric agreed at the start.
This is a good fit if
- Stores with enough traffic that conversion improvements are measurable
- Catalogues large enough that search and filtering decide sales
- Brands needing a storefront a stock theme cannot deliver
- Teams willing to decide from funnel data rather than preference
We’d turn this down
- A first store with no traffic yet — start on a stock theme and spend the money on demand
- Headless builds wanted for the architecture rather than a storefront requirement
- Anyone wanting review or rating markup that is not backed by real reviews
Questions we get about this
- Shopify or headless?
- Shopify unless something specific forces otherwise. Headless buys storefront freedom and costs you operational complexity, hosting, and a slower path for merchandising changes. That trade is worth it for some catalogues and a mistake for most.
- Can you improve our conversion rate?
- We can fix the things that measurably suppress it — page speed, search quality, checkout friction — and measure the result against your funnel. Anyone promising a specific percentage before seeing your analytics is guessing.
- Do you handle product feeds and marketplaces?
- Yes, including feed generation, attribute mapping, and the validation errors that quietly disqualify products from ads. It is unglamorous work with a direct revenue effect.
Related services
Business websites, customer portals and web applications that are fast, clear and easy to use.
Thoughtful interfaces and brand systems that make your website or app clear, useful and recognisable.
Software built around your exact process, from internal tools and CRMs to booking and management systems.