Speed
Core Web Vitals are part of the brief. The page has to load, and the layout has to stay still while it does.
E-commerce
Custom storefront and Shopify development for how you sell
Custom storefront development on your existing platform, fast and accessible, built around your catalogue.
On your platform or headless · Old URLs mapped before launch · Built around your catalogue
When the theme is the limit
A template shop is fine until the way you sell no longer fits it.
Fashion labels, retailers and direct-to-consumer brands come to us when the catalogue is growing, there is more than one sales channel, or the theme no longer matches how people buy. The shop still takes orders. It just cannot do the next thing the business needs.
That next thing is usually specific: search that understands the words a shopper types, a product page that can carry a live or replay player, or markup a keyboard user can buy through. We build that on the platform you already use, or as a headless storefront when the theme is the thing in the way.
What we build
Speed, access, and a storefront shaped around the catalogue, not the theme's defaults.
Accessibility
A keyboard user has to be able to buy. Accessibility sits in the markup, not in a plugin added at the end.
Theme or headless
A theme wins when your team can live in it and the catalogue is straightforward. Headless wins when the shop has to do something the theme cannot.
Search and recommendations
Search uses the words your shoppers use, from your own catalogue.
Live or replay on the page
A player for a live show or a replay can sit on the product and collection pages, with buying still on your site.
In use
A shopper goes from a search to the bag in a few steps.
A shopper types 'black linen dress under knee length', sees matching products, and checks out.
How it works
We choose the build with you, write the scope, then hand you the shop.
Call
Catalogue, channels, and what the theme cannot do.
Brief
Theme or headless, written down before work starts.
Build
Fixed price for that scope, on your platform.
Launch
Old URLs mapped, so search is not left behind.
Handover
Code, docs and access are yours. We stay on call for 30 days.
What you get, and what we need
You get a storefront your team can run. We need the catalogue and the people who sell it.
What you get
- A storefront on your existing platform, theme or headless.
- Pages built for speed and for keyboard access.
- Search that uses your catalogue.
- A map of old URLs before launch.
What we need from you
- The platform and the catalogue as they are today.
- Someone who can say what the shop must do.
- The team that will run the store afterwards.
- The list of addresses that already rank or appear in emails.
Projects we've worked on
Live shopping
Live shopping app
Viewers check out without leaving the stream.
Live video with real-time chat, a cart viewers build together, custom payments, invoices and the admin behind it.
Automotive · Hire
Luxury car hire site
The public site and the admin the team uses to run it.
Related
A custom storefront goes live on a launch date agreed in writing
We use AI tools for scaffolding, test writing and migrating product data, so more of the build goes to the parts your shoppers see. Every change is reviewed and tested by the developer who owns it.
The stepsLaunch date agreed in writing
- Step 1Kick-offBrief, data export, and a staging link you can open.
- Step 2BuildTemplates, one by one. You see what changed before the next piece starts.
- Step 3PolishContent, product migration, redirects and an accessibility pass.
- Step 4LaunchLive on a launch date agreed in writing.
What's included
- A custom theme or a headless storefront on Shopify or WooCommerce.
- Templates for the home, a collection, a product, the cart and a content page.
- Product and URL migration, with redirects mapped.
- Core Web Vitals and a keyboard checkout tested before launch.
- A staging link you can open, and a review before the next piece starts.
AI helpers we can add (planned)
Search that understands shoppers' words
"Black dress for a wedding" finds the right products.
What we'd propose to measure: Zero-result search rate, and search-to-cart rate.
How it's built: Embeddings over the catalogue plus a keyword fallback, or Algolia or Shopify search with synonyms that a person reviews.
Product description and alt-text drafts
Your team edits instead of writing from scratch, and every image gets alt text.
What we'd propose to measure: Hours per catalogue drop, and alt-text coverage.
How it's built: A model drafts from product attributes into a review queue in the admin. Nothing publishes on its own.
Translation drafts
A second-language catalogue without a translation agency for every update.
What we'd propose to measure: Time to publish a language version.
How it's built: A model translates against a glossary, then a person approves it.
Reply drafts for customer service
What we'd propose to measure: First-response time.
How it's built: Drafts from order data in the help desk or back office. An agent sends the reply.
Live-commerce replay chapters and highlights
Replays split by product, so viewers jump to the item.
What we'd propose to measure: Replay add-to-cart.
How it's built: A transcript with timestamps, and product mentions matched to the catalogue.
Returns reason grouping
See why sizes or items come back.
What we'd propose to measure: Return rate by reason.
How it's built: Free-text return reasons classified into groups.
How we use AI
We use AI coding assistants to write boilerplate, tests and data-migration scripts, and to draft product copy you then approve. We don't paste your customer data into public AI tools. A person reviews every change before it reaches your store.
Questions
Headless or a theme?
We decide with you. A theme is enough when the catalogue and the team fit it. Headless is for when the theme is what is slowing the shop down. The choice is written down before we build, so the team that has to run the store afterwards is not surprised.
Will we lose search rankings when we move?
Mapping and redirecting every old URL is the best protection for rankings. It's part of the build.
How do you hold the launch date?
We use AI coding assistants to write boilerplate, tests and data-migration scripts, and to draft product copy you then approve. We don't paste your customer data into public AI tools. A person reviews every change before it reaches your store.
What should your custom storefront do better?
You'll talk to Usama, who'd build it.
30 minutes · no slides · a written answer if it's not a fit