I don’t sell development hours.
I build what’s actually needed.
Custom Shopify development, subordinate to the business
Custom Shopify development means building the store on the theme and on Liquid — Shopify’s templating language — instead of using a bought template as it comes. The practical difference is not aesthetic: sections end up editable by the marketing team without asking for help, apps that slow the store down can be removed, and every technical decision answers to a sales goal rather than to a ticket.
A developer who only executes tickets builds exactly what they are asked for, even when what they are asked for is not useful. I argue about whether that is the right thing to build first — and then I build it.
- 01
Custom themes, not templates with your logo on
Every section is built around what that store needs to sell: how the catalog is presented, what doubts have to be answered, and where people come in. A generic template forces you to adapt the business to the theme.
- 02
Your team ships without opening a ticket
Sections are delivered editable from the customiser. If launching a campaign needs me to touch code, the development has failed: I have left you depending on me.
- 03
Fewer apps, more theme
Every app adds scripts, a monthly cost, and one more place where something can break. When a feature can be solved in the theme for less weight, I solve it there. The apps that stay, stay for a reason I can explain.
- 04
Speed as a build decision
Speed does not get fixed at the end with a plugin: it gets decided while building. Images at their real size, anything below the fold loading late, and no JavaScript keeping anyone waiting.
- 05
Integrations and automation
Connecting Shopify to what you already use: email, ERP, stock, invoicing. The goal is that growing does not multiply your team’s manual work.
- 06
Migrations without losing what works
Bringing a store to Shopify from another platform carries two risks: losing the rankings you already have, and losing data along the way. Redirects, URL structure and catalog get planned before anything moves.
Bought theme or custom development
Rebuilding from scratch when there is no need is spending your money on my convenience. This is the real difference between the two.
| Criterion | Bought theme | Custom development |
|---|---|---|
| Upfront cost | Low | Higher |
| Time to opening | Days | Weeks |
| Sections specific to the business | The ones it ships with | The ones you need |
| Weight and speed | You pay for what you do not use | Only what is used goes in |
| Dependence on apps | High | Solved in the theme when that weighs less |
| Who launches a campaign | Depends on what the theme allows | Your team, without opening a ticket |
| When to pick it | Standard catalog and a tight budget | The sales model does not fit a template |
What people usually ask me
- Do you work with themes I already bought, or only custom ones?
- Both. Plenty of stores have a commercial theme that works and only needs new sections and a clean-up. Rebuilding from scratch when there is no need is spending your money on my convenience.
- What happens when the project ends?
- The code stays in your store, in your name, and documented. There is no licence of mine, no subscription, and nothing that depends on me still being around.
- Can you work with my agency or my in-house team?
- Yes, that is normal. They bring traffic or run the brand and I take care of the store. What I will not do is duplicate work that is already done.
- Do you build Shopify apps as well?
- I build integrations and custom functionality inside the store. If what you need is a public app for the App Store, that is a different kind of project and I will tell you so on the first call.
If this is your situation, carry on here
- Launch If you do not have a store yet
- stores I have built All open and in production
- the rest of the services What else is covered besides development
- speed on Shopify How I work on performance
If what you are asking for is not what suits you, I will say so on the first call.
Tell me what you need built