Shopify work, built by a merchant.
Alongside Rum Reef's apps, I take on Shopify work directly. Here's what I do:
Shopify Development
New builds, rebuilds, and custom theme work structured so the store stays manageable after launch.
- Full store builds and rebuilds
- Shopify theme customization
- Custom page sections your team can edit without code
- Third-party app and service integrations
UX & Conversion
Pages and interactions built around what the buyer needs to understand, choose, and do next.
- Page layouts organized around how buyers decide
- Clear paths for different customer types
- Forms that route inquiries to the right place
- Content cleanup and redundancy removal
Frontend & Store Experience
Responsive frontend work designed intentionally for the device instead of simply stacking desktop content.
- Layouts built for desktop and mobile
- Mobile-friendly menus and interactions
- Custom animations and interactive elements
- Accessibility built in, not bolted on
Content & Ecommerce Strategy
The store has to explain the business as clearly as it presents the products.
- Website copy written for your buyers
- Competitive and category research
- SEO titles, descriptions, and headings
- Positioning and differentiation
Rebuilds, custom pages, and everything between.
A few recent projects.
Coed Naked
Retail site revival for the original '90s brand.
Candle Builders
Full site rebuild for a B2B private label candle manufacturer.
Train Hard
Custom product page that applies personalization across bulk apparel orders.
I don't look at a Shopify store as a collection of pages.
I've worked in ecommerce since 1998, running my own stores long before I started building for others. That means I'm thinking about the customer using the store, the team managing it, and what happens the next time something needs to change.
For the customer
Clear paths, understandable choices, and content organized around what the buyer actually needs to know.
For your team
Reusable sections and theme controls that make routine content changes possible without digging into code.
For what comes next
Consistent structure and documented decisions so future work can build on the store instead of undoing it.
The way the work gets done matters too.
You're handing someone access to a working ecommerce business. I treat that accordingly.
Controlled scope
I change what we agree on and flag anything else before touching it.
Direct access
No agency layers. You work directly with me.
Clear reasoning
Recommendations come with the reasoning and tradeoffs behind them.
Pushback when needed
If a request creates a technical or customer-experience problem, I'll say so and recommend another approach.
Built to manage
Custom sections are set up so non-technical staff can update content without editing code.
Built for the next change
Design and theme decisions are structured and documented so future work stays consistent.
Have a Shopify problem you need solved?
Tell me what you need, and you'll get a straight answer, including if I'm not the right fit. Most projects start with a short conversation about scope, and it costs nothing to ask.
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