A bought theme makes your store look like every other store using it, and you spend the next year fighting its assumptions instead of selling.
A bought theme is a reasonable place to start and a bad place to stay. It makes your store look like the other four thousand stores running it, it's built for a catalog that isn't yours, and every customisation fights an assumption someone else made. You end up paying a developer to work against the theme rather than with it.
A custom theme is built around your catalog, your customers, and how people actually buy from you.
What I build
Custom themes from scratch. Liquid, built to your brand and your product structure, not a template with your logo dropped in.
Speed as a requirement, not a hope. Shopify stores are slow because themes ship megabytes of JavaScript for features you don't use. I build lean and measure it, because on mobile a slow store is a store that doesn't convert.
Merchandising that fits your catalog. Product pages, collection filtering, and variant handling designed around how your catalog is actually shaped, whether that's ten products or ten thousand.
Metafields and custom content. Structured content your team can edit in the admin without touching code or waiting on a developer.
Admin API integrations. Connect the store to your ERP, inventory system, or fulfilment provider.
Where I stand on Shopify
I've built a custom Shopify theme. I'm not a Shopify-only agency and I won't claim to be, because there are shops that do nothing else and have seen every edge case of the platform.
What I bring is six years of production web development and a genuine focus on performance and clean front-end code, which is exactly where most Shopify themes fall down. I've also researched the Shopify app ecosystem in depth, including SEO, metafields, and structured data tooling, so I know where the platform's real gaps are and which problems are better solved by an existing app than by custom work.
If you need a Shopify Plus build with complex checkout extensibility and B2B, a specialist agency is the safer choice and I'll say so. If you need a fast, custom, well-built storefront that you own, that's my ground.
How it works
- A call. You show me your catalog and how customers buy. Free, 30 minutes.
- Scope. What's in, what's out, what it costs. In writing, before you commit.
- Build. On a development theme you can preview throughout, not a reveal at the end.
- Handover. Source, docs, and a theme your team can run.
What you get
The theme is yours. No subscription, no licence, no vendor lock. Documented well enough that any Shopify developer can pick it up.
Ready to start?
Tell me what your store needs to do that it can't. If a good theme or an existing app already covers it, I'll tell you on the call and charge you nothing.
Reach me by email, on LinkedIn, or fill in the form on this page.