Shopify · written at the studio, London
Shopify development and optimisation
Wizards of Web Ltd · Saunders Ness Road · 23 October 2026
Wizards of Web Ltd provides Shopify development and Shopify optimisation for UK stores. Development means the theme, the sections, the product templates and the apps the shop actually needs. Optimisation means making the live shop faster and clearer: fewer apps, smaller images, cleaner product and collection pages, and a checkout path that matches the ad sending people there. Shopify’s own monthly plan is paid to Shopify. We don't display pricing for our work. It changes with the speed of our development.
Shopify development
A new theme or a proper edit of the one you have. Product, collection and landing templates that merchandisers can update. App setup when an app is the right tool, and a custom section when an app would only add weight.
We can also move a catalogue onto Shopify and keep the URLs that already rank, instead of throwing the old addresses away.
Shopify optimisation
We start with what the shop is doing, not with a generic speed score. Apps that load on every page, images larger than the slot they fill, and theme code left behind by old customisations are the usual causes.
On the pages, we rewrite product and collection titles so they say what is for sale, fix the internal links between collections, and make the mobile product page readable above the fold. A faster theme that hides the price is not an improvement.
Ads and the shop together
If Google is sending paid traffic, the product page and the feed have to agree. Shopping ads and ecommerce Google Ads are separate services. We will tell you when the shop has to change before more ad spend will help.
Questions we get asked
Do you offer Shopify development?
Yes. We build and edit Shopify themes, sections and product templates for UK stores.
What does Shopify optimisation include?
A review of apps, images, theme weight, product and collection pages, and the mobile buying path. We remove or replace what slows the shop down, and we rewrite the pages that are hard to buy from.
Do you replace Shopify’s monthly fee?
No. The Shopify plan is paid to Shopify. We don't display a price for our development work. It changes with the speed of our development.
Can you improve a Shopify store we already have?
Yes. Most of this work starts from a live shop. We change the parts that are slow or hard to edit, and we leave the rest alone.