Your store isn't losing sales by magic. The friction is measurable.

It means building the store around your products, margins and customers instead of squeezing them into a theme. That covers the catalog architecture, product pages that answer real objections, a checkout tuned to your buyers, the integrations (payments, shipping, tax, email) and the speed that keeps mobile shoppers from leaving. Custom can mean fully bespoke, headless on a commerce backend, or a heavily customized Shopify build. The scope tells you which one fits your economics.

Follow the economics. Shopify (including Plus) wins when standard commerce fits and getting to market fast matters. Headless earns its complexity when you need storefront freedom, several surfaces, or performance control a theme won't give you. Fully custom is for models that don't fit the standard mold: marketplaces, unusual B2B pricing, regulated products. We'll put our pick and our reasons in writing, even when the answer is "stay where you are and fix the checkout."

Knowing what's broken before anyone redesigns it. We grade the current store first (speed, mobile experience, checkout friction, trust signals, findability), so the redesign goes after what's measurably costing sales: surprise costs at checkout, forced account creation, slow product pages, weak trust signals. After launch we grade it again. If a number didn't move, you'll see that too.

Yes. Commerce beyond the standard cart is where most of the interesting work is: subscription programs with pause-and-skip flows customers can find without a support ticket, B2B stores with quoting, tiered pricing and approval workflows, and multi-vendor marketplaces with split payouts. Each one fails in its own ways, and each gets the same measured treatment: baseline, build, re-grade.