A Shopify store built to sell. Not another themed template.
We're a Shopify Partner agency in India building custom Shopify 2.0 stores for D2C brands. Every theme is written from scratch in Liquid, every product page is engineered for conversion, and every launch is accountable for revenue — not just launched and forgotten.
Conversion rate lift on ShopifySame traffic, 3× the revenue
Partner
Official Shopify Partner agency
90+
Lighthouse target on every Shopify build
2.8×
Avg conversion lift post-rebuild
1
Team for design, build, and launch
Why Shopify Stores Underperform
Shopify is a great platform. Most Shopify stores aren't.
The platform isn't the problem. The build is. Here's what we see again and again when we audit Shopify stores for Indian D2C brands — and why they leak revenue.
01
A purchased theme passed off as a custom build
Dawn, Impulse, or Debut with a logo swap and a few section tweaks. Same layout as every other brand in your category. Nothing about the store tells the buyer why to choose you.
02
Product pages that don't sell
Feature bullets. No narrative. No proof above the fold. No answer to "why this, why now". Your product page is your best salesperson. On most Shopify stores, it's on mute.
03
App stack three sizes too big
Twenty apps, each adding scripts to every page. Checkout loads slowly. Subscription fees compound. Every app is a liability nobody's reviewed in six months.
04
Checkout friction killing paid traffic
Forced account creation. No express checkout. Trust badges missing at the point of payment. 70% of carts abandon — and your ad spend goes with them.
05
Shopify 2.0 capabilities left on the table
No metafields. No dynamic sections. No merchandising by collection. Your team can't edit product pages without raising a ticket. A 2.0 store stuck in 1.0 workflows.
06
Mobile experience treated as an afterthought
70–80% of Indian ecommerce traffic is mobile. Most Shopify stores are designed on desktop and squeezed down later. The device your buyers actually use gets the worst of the build.
What We Build on Shopify
Shopify, done properly.
We work across standard Shopify and Shopify Plus — theme development, app integration, migrations, and performance tuning. We don't half-build on this platform. It's one of two stacks our entire ecommerce practice is built around.
Shopify Partner
Custom Shopify Theme Development
Themes written from scratch in Liquid — no Dawn fork, no drag-and-drop page builder. Every section is a real Shopify 2.0 section with settings your team can edit safely.
Custom Liquid themes & Shopify 2.0 sections
Metafields for flexible product content
JSON templates & dynamic section groups
Design system tokens for consistent UI
Shopify Plus & Checkout Customisation
Shopify Plus for brands at scale — checkout extensibility, Shopify Functions, wholesale channels, and B2B flows built to the platform's modern standards.
Checkout Extensibility & Shopify Functions
Shopify Scripts migration to Functions
B2B & wholesale channel setup
Multi-currency via Shopify Markets
App Integration & Automation
A lean, deliberate Shopify app stack. We integrate reviews, email, subscriptions, loyalty, and shipping — and remove everything that duplicates a native Shopify feature.
Klaviyo, Omnisend, Mailmodo integration
Judge.me, Yotpo, Loox reviews
Razorpay, Cashfree, Shopify Payments
Shipway, Shiprocket, Delhivery fulfilment
Shopify Migrations & Replatforming
From WooCommerce, Magento, Wix, or a custom stack onto Shopify — with URL preservation, 301 redirects, product and customer migration, and SEO protection.
WooCommerce → Shopify full migration
Magento & custom platform migrations
URL mapping & 301 redirect planning
Historical order & customer imports
What's in a Shopify Engagement
Every deliverable, tied to revenue.
We don't sell wireframes as an output or ship a theme and disappear. A Shopify development engagement with us covers design, build, launch, and 30 days of post-launch optimisation — all measured against your CVR, AOV, and CAC.
01
CRO-First Shopify Design
Every page in your store is designed through a conversion lens. Hierarchy, whitespace, proof layering, and CTA placement all engineered around how D2C buyers actually decide.
02
Custom Liquid Theme Build
A theme written to Shopify 2.0 standards — JSON templates, dynamic sections, settings-driven blocks, and metafields-powered product pages your team can edit.
03
Mobile-First PDP Engineering
Product pages built around the mobile buyer — sticky ATC, accordion content, swipeable galleries, trust signals above the fold. The device your revenue actually comes from.
04
Checkout & Cart Optimisation
Guest checkout, express payment options, clear trust cues, and upsell placements that don't cheapen the experience. On Shopify Plus — Checkout Extensibility and Functions.
05
Performance Engineering
Lean Liquid, lazy-loaded sections, deferred third-party scripts, responsive images via Shopify's image filters. Shopify stores that hit Lighthouse 90+ on real devices.
06
Trust Architecture
Reviews, UGC, guarantees, return policy, security signals — placed exactly where buyers need reassurance on the path to purchase. Not decorative. Functional.
07
Analytics & Tracking Setup
GA4, Meta Pixel, Google Ads tag, server-side events via the Conversions API, and a clean GTM container. You can't optimise what you can't measure — we wire it at launch.
Performance Standards
Fast Shopify stores convert more buyers.
Every second of load time costs roughly seven percent of conversions on mobile. We treat performance as a build constraint, not a post-launch audit — and we benchmark every Shopify store on real devices before we call it launched.
90+
Lighthouse Performance Score
Our target for every Shopify build — measured on real devices post-launch, not just in lab conditions. Slow scores aren't shipped.
<2.5s
Largest Contentful Paint
Shopify 2.0 sections lazy-loaded, critical CSS inlined, and product images sized correctly via Shopify's image filters and srcset.
AA
WCAG 2.1 Accessibility
Contrast ratios, semantic HTML, keyboard navigation, ARIA labels — built in from the start, not retrofitted after a complaint.
CLS < 0.1 — no layout shift
INP < 200ms — instant interactions
Lean app stack (under 10 apps)
WebP & responsive image sizing
Semantic HTML & schema markup
Cross-browser & device QA
How It Works
From audit to launched store. Without the chaos.
A structured Shopify development engagement designed to move the numbers — CVR, AOV, and CAC — not just ship a design.
01
Shopify Audit
A 40-point audit of your current store, app stack, theme code, Core Web Vitals, and analytics. We find the leaks before we design anything.
Week 1
02
Strategy & Wireframes
Buyer journey mapped, IA defined, every key page wireframed in Figma. Signed off before a pixel of visual design begins.
Week 1–2
03
Design & Copy
High-fidelity Figma designs with conversion copy baked in — product pages, PDP, collections, cart, and checkout-adjacent flows.
Weeks 2–4
04
Liquid Build & QA
Custom Shopify 2.0 theme development, app integration, payment gateway setup, and cross-device QA before we touch the live store.
Weeks 3–6
05
Launch & Optimise
Go-live with redirect maps, analytics verified, and a 30-day optimisation window to iterate on the numbers we said we'd move.
Week 6+
Featured Shopify Work
Two Shopify builds. Two very different briefs.
A premium D2C launch built for conversion from day one, and a D2C store rebuild where the store — not the ads — was the growth constraint.
We'd rather tell you the honest answer on a discovery call than onboard the wrong fit. Here's how to tell if this engagement makes sense right now.
✓
You're a good fit if...
You're a D2C brand on Shopify spending on paid and want conversion to catch up to traffic
You're launching a new D2C brand and want a custom Shopify build that's ready to scale
You're migrating from WooCommerce, Magento, or a custom stack and want SEO protected
Your theme is a purchased template you've outgrown but can't extend without rewriting
You want one team accountable for design, build, apps, and post-launch outcomes
✕
We're not a fit if...
You need a content-first or membership site — that's WordPress or WooCommerce territory
You want a Dawn-fork "customisation" passed off as a custom build
You're pre-launch without a validated product and no paid traffic to optimise against
You need a full working custom Shopify build live in under two weeks
You want a vendor who'll install twenty apps instead of building features natively
Get Started
Free Shopify audit. No obligation.
Tell us your Shopify store URL and what's not working. We'll come back with your top three conversion leaks and a clear plan — before you pay us a rupee.
Free Shopify Store Audit
We'll review your theme, app stack, Core Web Vitals, and funnel — then come back with the three highest-leverage fixes for your store.
1
40-point Shopify conversion audit
2
Core Web Vitals & app stack review
3
Prioritised recommendations — no commitment
FAQ
Shopify development questions
Are you a Shopify Partner?
Yes. Web Impetus is a Shopify Partner agency based in Noida, India. We build, optimise, and maintain Shopify stores for D2C brands across India — and have done so for years before the current wave of Shopify-first agencies existed.
Do you build custom Shopify themes or edit existing ones?
Both — depending on what actually serves you. For new D2C brands we build custom Shopify 2.0 themes in Liquid with sections, blocks, and metafields configured so your team can edit safely. For existing stores we audit the current theme first and recommend either surgical fixes or a full rebuild — we don't reflexively sell a rebuild when a refactor is cheaper.
How long does a Shopify development project take?
A standard Shopify store build — custom theme, product pages, checkout, analytics — runs four to eight weeks end-to-end. Complex migrations from WooCommerce, Magento, or custom platforms typically run eight to twelve weeks because of data cleanup, URL preservation, and redirect work. We share a dated plan before kickoff, not at the end.
Do you work with Shopify Plus?
Yes. Shopify Plus is the right call when you need checkout customisation, scripts, wholesale channels, Shopify Functions, or B2B features. For most emerging D2C brands, standard Shopify is more than enough — we'll tell you honestly whether Plus is worth the extra cost for your stage.
Can you migrate our existing store to Shopify?
Yes — from WooCommerce, Magento, Wix, Squarespace, or custom platforms. We preserve URL structures, set up 301 redirects, retain SEO value, and move products, customers, and order history. Migrations that skip this work tank organic traffic for six to twelve months. Ours don't.
Will you install apps to solve every problem?
No. App sprawl slows stores down and quietly compounds subscription costs. We install the minimum viable stack — usually a review app, an email/SMS tool, and an analytics integration — and build everything else natively in the theme. If an app is genuinely needed, we pick ones with clean code and a real maintainer.
Do you handle performance optimisation and Core Web Vitals?
Yes — it's a build constraint, not an afterthought. We target Lighthouse 90+ on product and collection pages, LCP under 2.5s, and INP under 200ms. On Shopify specifically, that means lean Liquid, lazy-loaded sections, properly sized images via Shopify's image filters, and avoiding the third-party script tags that most themes ship with.
Do you offer ongoing Shopify support after launch?
Yes. Most clients move onto a monthly retainer that covers new sections, app integrations, CRO experiments, and performance maintenance. No lock-in — month-to-month. We're optimising for the long relationship, not the handoff.
What does a Shopify development engagement cost in India?
A production-ready custom Shopify store typically lands between ₹2.5L and ₹8L depending on scope, migrations, and integrations. We scope the price on the discovery call based on what the business actually needs — no generic packages. If we think you'd be better served by a simpler build, we'll say so.
Shopify Development 