Shopify Store for a Clothing Brand
Higher mobile conversion and fewer size-related returns, on a store the team now runs without a developer.
- Sector
- D2C · Apparel · Shopify
- Built with
- Shopify
- Liquid
- JavaScript
01 · Discover
What the client needed
A growing apparel brand had outgrown its off-the-shelf theme. Most traffic came from mobile and social, pages were slow, and shoppers kept ordering two sizes and returning one.
Requirements
- Fast mobile pages that pass Core Web Vitals
- Size guidance that cuts size-related returns
- Colour swatches that switch images without reloading
- Collections and landing pages the team can build without a developer
- Smooth traffic from Instagram and Meta ads into product pages
- Reviews and user-generated photos on product pages
Constraints
- Stay on Shopify: the team knew it and the apps they relied on
- No downtime during a live sales season
- Keep existing URLs so search rankings carry over
02 · Pitch
What we proposed
We audited the store’s speed, apps, and analytics, then laid out the options with their trade-offs before recommending one.
Options we weighed
What we agreed
- A custom theme built on Shopify sections and blocks
- Fewer apps, with native features in place of the heavy ones
- A written scope, milestones, and cost range before work began
03 · Build
How we built it
We built the theme section by section, measuring speed on real mid-range phones as we went.
Every requirement, and what we built for it
| Requirement | What we built |
|---|---|
| Fast mobile pages | Lean Liquid templates, responsive images, deferred scripts, and removed apps that were weighing pages down |
| Fewer size returns | A size guide on every product with fit notes and a measurement chart per category |
| Swatches that switch instantly | Variant swatches that swap gallery images and stock levels in place |
| Pages the team can build | A library of sections and blocks for collections, campaigns, and lookbooks |
| Social traffic that converts | Landing pages built for ad campaigns, with a quicker path to cart |
| Reviews and UGC | Review and photo blocks that load after the main content, so they don’t slow the page |
Platform and architecture
- Platform
- Shopify, Online Store 2.0
- Theme
- Custom Liquid sections and blocks, vanilla JavaScript
- Performance
- Responsive images, lazy loading, and only the scripts each page needs
- Analytics
- GA4 and Meta events for product views, add to cart, and checkout
04 · Handover
Launch and handover
We launched outside peak hours with redirects and tracking checked beforehand, then handed the store to the team.
- QA across phones, tablets, and desktop browsers
- Every old URL mapped and checked before launch
- Recorded walkthrough of every section and block
- Two weeks of close monitoring after launch
05 · Outcome
The outcome
Higher mobile conversion and fewer size-related returns, on a store the team now runs without a developer.
The store is faster on mobile, sizing is clearer, and merchandising no longer waits on a developer.
- The team launches campaigns and collections on its own
- Customers have clear size guidance before they buy
- A lighter store with fewer apps to pay for and maintain
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