Your store has to hold up on the busiest day of the year
We build and maintain online stores for brands that ship campaigns every few weeks. Theme work, product pages, subscriptions, fulfillment integrations, and the accessibility fixes that also happen to help conversion.
We know what an outgrown store feels like
Most stores we meet started on a theme that fit the business two years ago. Since then the catalog grew, the campaigns got more involved, and a stack of apps filled the gaps. Now every small change takes longer than it should, and nobody wants to touch checkout.
You feel it in the calendar. A launch that should take a week takes three. A flavor sells out and the product page still says it is available. Peak season arrives and the mobile menu breaks on the one device your best customer uses.
We work on the store and on the rhythm around it, so your team can spend its attention on the next product instead of the front end.
What a year of steady store work produces
Rootless makes crispy seaweed snacks and sells them direct. We have been their development team on a biweekly retainer since 2025. This is what the engagement has actually produced.
A backlog that keeps moving
The work ranges from five-minute copy changes to multi-week feature builds. The same people handle both ends of that range, so context does not get lost between a bug and the feature it is blocking.
A rebuild that ran beside the live store
The new theme was built alongside the store that was taking orders, then launched on a single morning in April 2026. Nothing came down while it was in progress.
One product page instead of four
One-time purchases, subscriptions, limited editions, and holiday bundles each used to have their own template and their own bugs. Now they share one configurable layout.
One store, a year in
Rootless sells crispy seaweed snacks direct to customers. We have been their development team since 2025.
Rebuilding a Shopify store, then maintaining it
What it is like to work with us
Grayce M.
Brand & Community Manager, Rootless
Lisa G.
Founder, LGN Collaborations
Honest answers to the questions we get most
- Do you work directly in our Shopify theme?
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Yes. Most of our store work happens in the theme itself, built on modular sections your merchandising team can edit afterward. Where a page builder app is doing work a native section could do, we replace it, which usually trims your app bill and your page weight at the same time.
- Can you support us through peak season?
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Yes, and we plan for it. A retainer reserves capacity for the campaign weeks and same-day fixes that arrive whether or not they were on the roadmap. Before your busiest stretch we agree on a freeze window for risky changes, and we stay reachable through it.
- Will changing our subscription or fulfillment platform break orders?
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It should not, because we do not swap a live revenue flow in one move. We stage the new flow behind a preview theme, test every purchase combination end to end, and leave the existing flow in place until you have signed off on the replacement. That is how we ran a subscription platform migration on a store that was taking orders the whole time.
- What platforms do you support?
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All of them, in the sense that we've worked across most major and a lot of niche ones. We're most experienced with WordPress, Shopify, and custom Ruby on Rails applications. If your stack is something we haven't worked in before, we'll tell you that on the consultation, and we'll be honest about whether we're the right fit.
- Will you maintain a site you didn't build?
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Yes, often. Our retainer practice started largely with sites built by other teams. We'll do a short technical and accessibility audit before the retainer starts so we both know what we're working with.
- Do you charge extra for refreshes, integrations, or new pages?
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Sometimes. Small additions usually fit inside your existing hours. Larger initiatives, like a full refresh or a multi-week integration, often expand scope. We talk about that explicitly when it comes up. There are no hidden charges.
Curious what a steady development partner would change?
A free consultation is the quickest way to find out. Bring your store, your platform, and the two or three things that keep slipping. We will tell you what we would pick up first and whether we are the right fit.
If we are not, we will usually point you somewhere that is.