Shopify Theme Development and Customization

Need a Shopify theme built from your Figma designs, or an existing theme customized without slowing the store down? We build custom Online Store 2.0 sections your staff can edit, turn Figma files into Liquid themes, migrate themes, fix Core Web Vitals and check app compatibility with your theme.

Book a Discovery Call Our Work

16+

Years in business

500+

Projects Delivered

65+

Team Members

98%

Client Retention

Long Island Watch

Full redesign during a BigCommerce migration

Long Island Watch needed a new Shopify theme and a migration off BigCommerce at the same time, after a legal action forced the move. Founder Marc Frankel describes the project on our reviews page.

48%

Of 1,000 benchmarked stores pass mobile Core Web Vitals

Our speed benchmark tested 1,000 Shopify stores and 48% met all three Core Web Vitals on mobile. We build themes to pass on mobile from the first release, with compressed images and only the scripts each page needs.

Online Store 2.0

Sections your team can edit without code

We build every theme on Online Store 2.0 with sections and blocks your team can add, move and edit in the theme editor. Product details come from metafields, so new templates do not need a developer.

Theme Check

Code tested before it goes live

We build theme changes on a development theme, check the code with Shopify's Theme Check and test it on real phones. Changes are published to your live theme only after you approve them.

Looking to align their online store with their unapologetic brand identity, the brand partnered with Shero to overhaul their Shopify theme, develop a dedicated evergreen product strategy, and drive stronger conversions.

Matt Kaminsky, Co-Founder & General Manager, Swag Golf

What Shero covers under theme development

Everything is built to Shopify's platform standards so it holds through platform updates rather than breaking on the next Shopify release. The setup involves:

Full custom Shopify theme builds from design to Liquid code
Online Store 2.0 migration: converting legacy themes to JSON templates and sections everywhere
Custom section development for product pages, collection pages, and landing pages
Metafield-driven content architecture for editor-controlled page layouts
Performance optimization: PageSpeed audit, script deferral, image optimization, and lazy loading
App block integration so third-party apps render correctly inside OS 2.0 section architecture

Compared on	Shopify theme development agency	A paid Theme Store theme, customized	A freelance theme developer	An offshore dev shop
Load speed vs your old theme	Swag Golf: storefront loads 3x faster than its previous theme	Fast until apps are added	Depends on their habits	Rarely measured unless asked
Templates for each product line	Memphis Drum Shop: custom templates for its product lines	Limited to the templates the theme provides	Built one by one	Coded from the mockups you send
Leftover app code	Code from removed apps cleaned out of theme files	Stays in the theme until someone removes it	Cleaned if you ask	Cleaned if listed in the spec
Theme updates without losing changes	Custom code kept apart so updates keep your changes	Updates can overwrite your edits	Depends on how they made changes	Updates handled under a new contract
How you pay	A fixed price per project, agreed before work starts. Support on a monthly retainer.	A one-time theme fee plus edits	Hourly	A fixed bid

Shopify theme development agency

Load speed vs your old theme Swag Golf: storefront loads 3x faster than its previous theme

Templates for each product line Memphis Drum Shop: custom templates for its product lines

Leftover app code Code from removed apps cleaned out of theme files

Theme updates without losing changes Custom code kept apart so updates keep your changes

How you pay A fixed price per project, agreed before work starts. Support on a monthly retainer.

Compared with

A paid Theme Store theme, customized

Load speed vs your old theme Fast until apps are added

Templates for each product line Limited to the templates the theme provides

Leftover app code Stays in the theme until someone removes it

Theme updates without losing changes Updates can overwrite your edits

How you pay A one-time theme fee plus edits

A freelance theme developer

Load speed vs your old theme Depends on their habits

Templates for each product line Built one by one

Leftover app code Cleaned if you ask

Theme updates without losing changes Depends on how they made changes

How you pay Hourly

An offshore dev shop

Load speed vs your old theme Rarely measured unless asked

Templates for each product line Coded from the mockups you send

Leftover app code Cleaned if listed in the spec

Theme updates without losing changes Updates handled under a new contract

How you pay A fixed bid

01

OS 2.0 architecture so editors control layouts without developer involvement

Online Store 2.0 introduced JSON templates and sections on every page, not just the homepage. A theme built correctly on OS 2.0 means the marketing team can change page layouts in the theme editor without opening a developer ticket. A theme built incorrectly still has hardcoded product.liquid files, sections that don't support blocks, and metafields that require a third-party app. Shero builds to OS 2.0 standards from the first file.

02

Performance built into the architecture, not patched in afterwards

The average off-the-shelf Shopify theme comes with render-blocking scripts, unoptimized images, and CSS that loads whether or not the page needs it. Shero's custom themes start with a performance budget: mobile PageSpeed above 75 is a delivery requirement, not an aspiration. The theme architecture is designed around that target before any design is coded.

03

Product page architecture built for conversion, not template defaults

The product page is where purchase decisions are made. A template default shows a title, price, and add-to-cart button. A Shero product page build structures the information hierarchy for the brand's specific buyers: trust signals in the right place, specifications shown where buyers look for them, reviews integrated without adding load time, and upsells placed at the point of highest intent.

04

Every theme engagement starts with a store audit

Before Shero touches a line of theme code on an existing store, a conversion and performance audit comes first. The audit identifies what the current theme is getting right, what's hurting conversion, and what changes have the highest revenue impact. The theme build then implements the findings rather than rebuilding for its own sake.

05

Theme built with the marketing program in mind

A theme built in isolation from the brand's marketing program produces a storefront where landing pages require developer time, campaign assets don't fit any existing section, and UTM-based personalization isn't possible without a separate app. Shero builds the theme to serve the campaigns that will run on it.

06

Theme development as part of a broader Shopify development engagement

Most brands need more than a theme. ERP integrations, custom Shopify Functions, and checkout customizations sit on top of the theme layer. Shero scopes theme development alongside the integration and app work so the theme architecture supports everything built on top of it from the start.

Digital products

+27%Google clicks in the 30 days after the rebuild vs the 30 before

54% to 75%GTmetrix performance score

Shift WorshipShopify

Entertainment

100%credit-based checkout logic replicated in custom Shopify app

2separate Shopify stores built for CBO and RCC platforms

Regal CinemasShopify

Read the case study

Cameras and photo gear

+32%Google clicks in the 12 weeks after the move from Magento

+47%non-brand Google clicks, same weeks

Camera SourceShopify

Read the case study

Premium milled golf putters & golf accessories

Swag Golf

Swag Golf is known for its limited-edition, bold golf gear and lifestyle products with a devoted following. Looking to align their online store with their unapologetic brand identity, the brand partnered with Shero to overhaul their Shopify theme, develop a dedicated evergreen product strategy, and drive stronger conversions. The redesign led to a +28% increase in mobile conversion rate and tripled load speed.

Swag Golf

Well-known American knife manufacturer

Benchmade

For more than three decades, Benchmade has been known for producing high-quality knives for everyday carry, hunting, rescue, and outdoor use. Launched on Magento Commerce Cloud in 2018, the brand partnered with Shero to expand online amid rising outdoor consumer demand. Since then, they have seen: +100% revenue growth, +68% transaction growth after relaunch, and a +20% increase in average order value.

Benchmade

Luxury wines packaged in cans

Archer Roose

Archer Roose is a wine company known for producing high-quality, sustainably sourced wines in eco-friendly formats like cans and kegs. Their commitment to small, organic, and biodynamic vineyards has helped them stand out in a competitive market. They saw an increase of +18% in email marketing ROAS and 35% improvement in mobile browsing session duration.

Archer Roose

Musical instruments and audio equipment

Alto Music

Alto Music, a longtime music retailer with loyal customers, collaborated with Shero to switch from Magento 2 to Shopify. They successfully maintained their popular Altobucks loyalty program while moving to a more user-friendly and cost-efficient platform. The transition ensured all loyalty benefits remained intact, and they achieved a 40% reduction in ongoing maintenance expenses.

Alto Music

Built to load fast and stay fast

Every build goes live with the speed and code standards that keep the store fast after launch.

Core Web Vitals
Templates built and tested to pass on mobile.
Fewer apps
Features built into the theme when an app would slow the store.
Clean code
Online Store 2.0 sections your team can edit without a developer.
QA
Every release tested on desktop, mobile and checkout.

Shero builds to OS 2.0 standards so the team can change it without a developer and it holds through platform updates.

The discovery session is free. It maps your current theme's performance, conversion architecture, and section structure before any build scope is agreed.

Book a Discovery Session

01

Theme audit
We review your current theme's speed, conversion layout and Online Store 2.0 readiness.
02

Section plan
We plan sections, blocks, JSON templates and metafields, and set a performance budget.
03

Liquid build
Sections and blocks are written in Liquid so your team can edit pages in the theme editor.
04

Speed tests
We measure mobile PageSpeed on real phones, remove render-blocking scripts and optimize images.
05

Go live
The theme is published with the old one kept ready to restore, then maintained through Shopify updates.

Frequently asked questions.

Can't find what you're looking for? Reach out to our team.

01

When does a brand need a custom Shopify theme versus a paid theme from the Theme Store?

A paid theme from the Theme Store is right for brands in the early stages where a standard layout and good performance are enough. Custom development makes sense when the brand's conversion requirements are unique complex product configuration, a non-standard information hierarchy on the product page, campaign landing page architecture that no off-the-shelf section handles or when the brand has outgrown the performance ceiling a heavily customized off-the-shelf theme imposes.

02

What is Shopify Online Store 2.0 and why does it matter?

Online Store 2.0 introduced JSON templates and sections on every page not just the homepage allowing merchants to customize any page layout in the theme editor without code changes. App blocks replaced the old script injection pattern. Native metafields eliminated the need for third-party metafield apps. A theme built correctly to OS 2.0 standards gives the marketing team layout control on every page without developer involvement.

03

What mobile PageSpeed score does Shero target?

Shero targets above 75 on mobile PageSpeed on every custom theme. Each additional second of load time reduces conversions by approximately 7%. A custom theme built with a performance budget from the start is consistently faster than a heavily customized off-the-shelf theme, because there are no unused scripts, redundant CSS, or compatibility shims from years of customization.

04

Should a Shopify brand go headless or stick with a Liquid theme?

95% of Shopify stores run Liquid themes in 2026, and Shopify continues to invest heavily in Online Store 2.0. Headless on Hydrogen is the right architecture for brands with dedicated frontend engineering teams, complex editorial requirements, or multi-storefront needs. For most Shopify brands, a well-built Liquid theme delivers better performance, lower development cost, and faster iteration than a headless stack.

05

How long does a custom Shopify theme take to build?

06

Does Shero maintain themes after launch?

What our clients say.

We design experiences that make a difference. See what our clients have to say about working with us.

STX

"Since partnering with Shero Commerce, our eCommerce revenue has grown by 200%. Their 24/7 support and innovative solutions have been game-changers for our business."

James McKenna

Senior Commerce & CX Manager / STX

Swag Golf

"We partnered with Shero for the SWAG site development. The dev was highly nuanced, specialized and complex. The Shero team went above and beyond. They were collaborative, organized and professional, consistently setting expectations clearly and usually exceeding them."

Matt Kaminsky

Co-founder & Managing Director / Swag Golf

Benchmade Knife Co.

"Working with Shero Commerce for the past three years has been a game-changer for our B2B eCommerce business.Their expertise in email marketing, website support, and eCommerce strategy has significantly improved our online presence and optimized our B2B operations.The team’s dedication to our success is evident, and we’re excited to continue our partnership with them. If you’re looking for a reliable and results-driven eCommerce agency, look no further than Shero."

Joe Prebich

VP of Marketing / Benchmade Knife Co.

Painful Pleasures

"Our journey from Magento to Shopify was riddled with complexities and challenges. With a vast catalog and intricate B2B logic, we needed expertise that could navigate through these intricacies. Shero Commerce was our beacon. They not only provided innovative solutions but also utilized their vast Magento knowledge to bridge gaps in Shopify’s native features. Now, our platform is seamless, our costs are reduced, and the headaches are a thing of the past. A heartfelt thank you to the Shero team!"

Patrick Rice

CEO / Painful Pleasures

And you?

Let's build something great together.

Ready to scale your eCommerce business? Tell us about your project and we'll get back to you within 24 hours.

Email

[email protected]

Locations

New York • London • Helsinki • Tirana

Shopify Theme Development and Customization

What Shero covers under theme development