One interaction is letting the store down
Finding a product, comparing two, picking a size, using the cart. We follow that journey across the screens and states it touches to find the change that will help.
Built around your store
Shopify development
Your store has two sets of users: the customers buying from it and the people running it. We improve existing Shopify themes, build the features they are missing and stage every change on an unpublished theme, so you see it before your customers do.
A Shopify store has to work for a customer finding a size on their phone and for the person setting up next week's campaign in the theme editor. Most theme problems show up in one of those two places first, and looking at both is how we find where the theme can work harder for you.
We work on established stores, from one product page interaction to the theme architecture behind several regional storefronts. We review the theme, the apps, the analytics setup and how your team manages content before we agree the scope. Then we build the change on an unpublished theme for you to review, and you decide when it goes live.
Sounds familiar?
Three reasons people call us
A URL and a sentence are enough to start the conversation.
The theme has stopped keeping up
New content, new features, a second region. When each request takes longer than the last, we look at the theme's structure, asset delivery and build to understand what is slowing the work down.
Too many things touch one page
Theme, apps, discounts, GA4, a consent banner. One part can change without the others: the checkout knows there's 25% off, the product page doesn't. We map which system is responsible for each part, then change one thing at a time.
What you get
Depends on the problem. Usually one of these
Storefront features your team can run
Product, collection, navigation and cart improvements built as reusable theme sections with settings, so the next campaign is a merchandising job rather than a development ticket. We test them in preview with current products and a range of content lengths.
A lighter theme, measured honestly
We measure what is slow before choosing a change. That can include a carousel loading dozens of products, scripts firing on the first interaction, image priority, retired assets or the build itself. Every improvement we report says what was measured. A smaller stylesheet is reported as a smaller stylesheet, not as a faster site.
Shopping that works from the keyboard
Menus, focus, size guides and the states inside a page, checked open and closed and on small screens. We're clear about which journeys were reviewed; it isn't a blanket accessibility certificate.
Measurement and consent that agree with each other
Elevar, GA4, Google Tag Manager and Consentmo wired around the events you need, per region, with consent states tested against your agreed requirements. We make the implementation match your policy and check how the tools behave together.
How it goes
Look, build, show, ship
You’ll always know which theme you’re looking at and what has changed in it.
Look at the store together
The page, the customer feedback, how your team manages it, which apps and regions are involved. We agree what fixed looks like before touching code.
Build it on an unpublished theme
We prepare an unpublished copy of your theme with current products, content and settings. You can review the relevant customer and staff journeys in context before release. Source changes stay identifiable in version control.
Check it, then agree the release
We check the affected journeys across agreed devices and states, resolve findings and prepare the theme for publication, with screenshots of where the settings live. We agree the release timing and any checks needed when it goes live.
Recent theme work
Two 2XU projects
Both on an established store, both inside the existing design.
2XU · Theme architecture and performance
Same design, 40% less JavaScript
Theme engineering within the existing design: a modern build, more selective loading and repeatable releases.
2XU · Apparel21 integration
Five stores on one Apparel21 connection
A connection between regional Shopify storefronts and Apparel21, built around product, stock and order data.
Common questions
Before we start
Do we need a new theme?
We start by assessing what you have. A focused change may be enough, and we'll explain if the theme's structure calls for a broader update.
Can you work with our designer or agency?
Yes. We take a defined engineering scope, and we agree who reviews and who publishes so there is one release path.
Can you support more than one store?
Yes. Shared theme foundations and regional storefronts are a lot of our work. We keep common code and store specific content separate so each region can manage what it needs.
Will we see it before it’s live?
Always. Changes go on an unpublished theme. A finished build is not a published one; you say when.
Can you set up A/B testing or heat maps?
Yes. We assess the traffic, the change you want to test and the promotion calendar first. That helps us decide whether a test can answer the question, how long it should run and whether another form of research would be more useful.
What if something you built confuses our team?
We want the theme to be straightforward to use. If a setting needs too much explanation, we review it with your team and simplify it where we can.
What should we bring?
The store address and the journey you want to improve. Audit findings or a design brief help if you have them, but a short description is enough to start.
Work directly with Chris
Let’s look at your storefront
Send us the store address and the page you want to improve. We can work out the next step together.