01 Ecommerce & Shopify
A storefront engineered like revenue depends on it.
We build serious commerce on Shopify, and headless commerce when a brand outgrows the standard storefront. Because a store is not a brochure, every millisecond of latency and every step of friction is money, we engineer it like the revenue system it is. The same discipline behind our web application work, pointed at the checkout.
02 The position
A slow store is a leaking store.
Ecommerce is the one place where the cost of bad engineering shows up directly on a dashboard. A store that loads a second slower converts measurably worse. A checkout with one needless step bleeds carts. A theme stuffed with apps that each inject their own scripts turns your best traffic, the mobile shopper on a mediocre connection, into a bounce. The damage is not abstract. It is revenue you can count.
We build commerce as the revenue system it is. Performance is a budget we hold the store to, not a hope. The checkout path is engineered for the fewest honest steps. Third-party apps and pixels are integrated deliberately, because every one is a tax on speed. And the architecture is chosen to hold up on the day that matters most, the launch, the sale, the moment the campaign lands and traffic spikes.
Whether that means a fast custom Shopify theme or a fully headless commerce front end depends on the brand, and we will tell you which trade is right. The platform decision matters, and our comparison of Shopify and WooCommerce lays out how we make it.
03 Philosophy
We optimise the store for the cart, not for the demo.
A storefront is easy to make pretty and hard to make profitable. The plugins and page-builders that produce a slick demo are frequently the same ones that quietly wreck Core Web Vitals on the devices most of your customers actually use. A boutique commerce build resists that, every feature is weighed against the latency and friction it adds to the path to purchase.
Boutique means the engineer reasoning about your conversion funnel is the engineer in the theme code. We take a limited number of clients, so we are not racing to ship a template and move on. We are building a store you will run for years, and we measure it the way you do, by what it earns, not how it looks in a deck.
In commerce, performance is not a feature. It is the conversion rate, expressed in milliseconds.
04 Capabilities
What we actually build.
- 01
Custom Shopify themes
Bespoke storefronts built for speed and brand, not bought from a marketplace and bloated with options. Engineered against a strict performance budget on real mobile devices.
- 02
Headless commerce
When a brand outgrows the standard storefront, a decoupled front end on the Shopify Storefront API, the commerce variant of our composable architecture practice.
- 03
Checkout & conversion engineering
The path to purchase, treated as the product, fewer steps, faster pages, and the friction quietly removed. Grounded in the principles from our conversion optimisation guide.
- 04
App & integration work
Connecting the store to the systems behind it, ERP, fulfilment, subscriptions, analytics, and custom Shopify apps, without letting each integration tax the front-end speed.
- 05
Performance & Core Web Vitals
Auditing and hardening a slow store back into the green, the same engineering we bring to scaling sites under load, applied to the checkout funnel.
- 06
Migrations & re-platforming
Moving onto Shopify, or onto a headless front end, without losing product URLs, SEO equity, or order history, and without a launch that takes the store down.
05 Method
How we think about the work.
- 01
Hold the store to a performance budget.
Every theme decision and every app is weighed against the latency it adds on a mid-range phone. In commerce, speed is not polish, it is the conversion rate, and we engineer the store to a budget rather than hoping for one.
- 02
Engineer the checkout, not just the homepage.
The homepage gets the attention; the cart and checkout earn the money. We treat the path to purchase as the core product surface and remove friction step by deliberate step.
- 03
Build for the busiest day.
A store is judged on its peak, the sale, the launch, the campaign spike. We choose the architecture and integrations that hold up when traffic surges, because that is exactly when a fragile store fails.
07 Related thinking
Where this work goes deeper.
· Questions we get
Common questions, honest answers.
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Should we use Shopify or WooCommerce?
It depends on your catalogue, your team, and how much custom logic the business needs. Shopify is a hosted, reliable commerce engine that removes a class of operational headaches; WooCommerce offers deeper control at the cost of owning more of the stack. We give a genuine recommendation rather than a default, and our insight comparing the two lays out exactly how we decide.
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What is headless commerce, and do we need it?
Headless commerce keeps Shopify as the commerce engine but replaces its storefront with a separate, faster front end built on the Storefront API. It is worth it for brands that need a highly custom experience or peak performance and have outgrown what a theme can do. For most stores a fast custom theme is the better trade, and we will tell you honestly which camp you are in.
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Can you make our existing store faster?
Usually, yes. Slow stores are most often the result of app sprawl, an over-built theme, and unoptimised media, each injecting scripts and weight onto the path to purchase. We audit the store, tie each problem to its Core Web Vitals and conversion impact, and harden it back into the green, the same performance engineering we apply to sites scaling under load.
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How much does a commerce build cost?
Engagements start at $2,500 for a focused audit or sprint; a full custom Shopify or headless commerce build is scoped on the call. We take a limited number of clients each year and do not compete on price, the store you get is engineered to earn, by the people who scoped it.
· Working together
Tell us what your store needs to do.
If your store is leaking revenue to slow pages or a clumsy checkout, or you are launching something that has to hold up under load, let's talk. We will tell you honestly whether Shopify, headless, or a rebuild is the right move.
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