Shopify · Shopify Plus
Shopify development for brands and studios
Custom theme builds, design files turned into working stores, conversion and performance work, and recovery on stores that have been left in a bad state.
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What I do on Shopify
Four service areas. Most projects are one of them; retainers are usually a mix.
01
Custom theme development
A theme built for how your team actually merchandises, not a purchased theme bent into shape. Editable sections, documented handover, no app where code will do.
- Sections and blocks your team can rearrange without a developer
- Metafields and metaobjects modelled properly up front
- Speed budget agreed before the build, measured at the end
- Written handover so the next developer is not starting from zero
02
Figma to Shopify
You or your studio designed it. I build it, including the states and breakpoints the design file did not cover, and I raise the questions rather than guessing.
- Build from Figma, Sketch or a static prototype
- Every breakpoint and empty state resolved, in writing
- White-label available, and I stay invisible to your client
- Design QA pass against the file before launch
03
CRO implementation
I build and instrument the tests your agency or analyst specifies, and I tell you when a proposed test cannot be measured cleanly.
- Test builds in the theme, not bolted on in a third-party editor
- Event tracking that survives a theme update
- PDP, cart and checkout-adjacent work
- Honest reporting, including the tests that lost
04
Performance and rescue
Stores that have accumulated years of apps, or that a previous developer left mid-project. I have taken over enough of these to know what to look for first.
- App audit: what it costs, what replaces it
- Core Web Vitals work with before and after numbers
- Takeover of an unfinished or undocumented theme
- Emergency checkout and template fixes
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Shopify work
Four published case studies, all Shopify, all with the client's permission.
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Madison's Niche
Recovered a broken Rebuy Smart Cart and Klaviyo tracking setup by migrating to App Blocks and unwinding third-party script conflicts.
Read the case study
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Motive Goods
Built a suite of custom Horizon sections in a dark editorial direction, giving product pages the structure to justify a premium price point.
Read the case study
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Xado
Upgraded a lagging Empire theme and migrated its customisations with no data loss or visual regression.
Read the case study
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Unity Road
Launched a premium sock brand from nothing on Dawn 15.4.1, with bespoke sections and a cart built for conversion.
Read the case study
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Questions I get asked
Do you work with agencies as well as brands?
Yes, and a large share of my work arrives that way. I can stay entirely behind your brand, join your project management tool, and never appear in front of your client. More on how that works.
Are you UK only?
No. I am based in the UK but a large share of my clients are elsewhere, mostly in Europe and North America. I bill in GBP, USD or EUR and I hold mornings for US East Coast calls.
Will you take over a store someone else built?
Often. I start with a paid audit so we both know what we are dealing with before anyone commits to a scope. If the theme is not worth saving I will tell you that rather than charge you to patch it.
How do you price?
Fixed price against a written scope for projects. Monthly retainers with a capped number of hours for ongoing work. Hourly only for audits and emergencies.
Do you do design too?
No. I build. If you need design I will point you at studios I have worked with, and I am happy to be the developer they hand the file to.
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Working arrangement
- Based
- Northern Ireland, United Kingdom · GMT/BST
- Overlap
- Full day with Europe, mornings with US East
- Billing
- GBP, USD or EUR
- Engagement
- Direct with brands, or white-label via studios
Shopify project you need building properly?
Send the scope, or just describe the problem. I will tell you what it takes and what it costs.