What's included
- Custom Liquid themes and theme customization
- Schema-driven sections that merchants can edit
- Shopify Plus customization and app integration
- Headless CMS and Storefront API work
- Clean, reviewed, maintainable code
£107K
Total sales scaled for Rose & Walker through theme customization and better product discovery, delivered with an agency partner.
Read the case study →A theme your team can actually run
A Shopify theme is more than a design. It's the system your merchandisers, marketers and developers will work inside for years. I build themes in Liquid around sections and blocks with well-designed schema, so non-developers can rearrange pages, swap content and launch campaigns without opening a code editor or filing a ticket.
Every build starts from how your team works: which pages change weekly, which never do, who edits what. That shapes the section library, the metafield and metaobject structure and the templates. The result is a theme that's flexible where you need it and strict where consistency matters.
Custom theme or customize an existing one?
Not every store needs a ground-up build. If a premium theme covers most of what you need, customizing it is faster and cheaper. If your product configurator, bundle logic or merchandising model doesn't fit any theme, a custom build wins. I'll tell you which is which after looking at your store, even when the honest answer is the smaller job.
The approach
How a theme build runs.
Architecture first
Section library, templates, metafields and metaobjects planned before any pixels are pushed, so the editor experience is designed, not accidental.
Performance by default
Lean Liquid, minimal JavaScript, responsive images and no unneeded app code, so the theme starts fast and stays fast.
Reviewed and handed over
Version-controlled in Git, checked with Shopify's Theme Check, tested in the real storefront and documented so your team can take it from here.
FAQs
Theme development questions.
01How long does a custom Shopify theme take?
It depends on scope: a focused customization of an existing theme is a very different job from a full custom build with bespoke features. After a short discovery I give you a written scope and timeline, so you're not guessing.
02Do you build on Online Store 2.0?
Yes. I build with JSON templates, sections on every page and blocks that merchants can edit in the theme editor, which is the architecture Shopify recommends today.
03Can you work inside my existing theme and codebase?
Yes. I regularly extend and clean up existing themes, add features and fix bugs without a rebuild. Code review and clear commits come standard.
04Do you build headless Shopify stores?
Yes, Storefront API and headless CMS work is part of what I do. I'll also tell you when a standard Liquid theme is the better fit, which is often.
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Need a theme that scales?
Tell me what you're building and I'll get you sorted.