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Shopify stores: build, take over, make them sell

Eight years of daily practice on Shopify, more than a hundred and sixty stores delivered or taken over. From a one-day diagnosis to a complete store, with a purchase journey judged on its numbers rather than its looks.

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Engo EyewearBloxLes P'tits CanonsSinivaliLa Robe de PlageCelest ClubCentre Nutrition BerdozTrésor EthniqueMy Good TeaCocoon DreamLe Bouchon FrançaisTcheexSunny DayEpsiloneTout ChapinouRadermeckerBokuLa Moka BoxEziclicRaconte-moi un ChocolatCoton d'AvrilCoque2sportInomegaNails by HLN Engo EyewearBloxLes P'tits CanonsSinivaliLa Robe de PlageCelest ClubCentre Nutrition BerdozTrésor EthniqueMy Good TeaCocoon DreamLe Bouchon FrançaisTcheexSunny DayEpsiloneTout ChapinouRadermeckerBokuLa Moka BoxEziclicRaconte-moi un ChocolatCoton d'AvrilCoque2sportInomegaNails by HLN
8 yearsof daily practice
on Shopify
160+stores built
or taken over
from €800for an advisory
or audit day
3numbers tracked: order value,
abandonment, add to cart
Services

Build, take over, or simply decide.

Eight years of daily practice on Shopify, more than a hundred and sixty stores delivered or taken over. The full range, or a single part.

Method

A store is judged on 3 numbers.

The rest (the font, the button colour, the menu animation) only matters if it moves one of those three.

Add-to-cart rate

It tells you whether the product page is doing its job: photos, promise, price, availability, reassurance. That is where most paid traffic is won or lost, and it is the first place I look on a store that sells poorly.

Checkout abandonment rate

A customer who fills their cart and leaves is almost always down to shipping costs discovered too late, a mandatory account, a missing payment method or a page that is too slow. Four causes, four measurable fixes.

Average order value

Bundles, relevant upsells, a free-shipping threshold calculated on your real margins rather than copied from a competitor. It is the cheapest lever: it doesn't need a single extra euro of acquisition.

On a store I worked on, one month later

Shopify dashboard of a store I worked on: sales, sessions, conversion rate, orders and average order value after the engagement, compared with the previous month
The month after the engagement (solid line) against the previous month (dotted line): sales +45%, orders +25%, conversion rate +12%, average order value +5%.
Sessions and sales by traffic source on the same store, dark bars after the engagement, light bars before
The same periods by traffic source (dark bar: after, light bar: before). Sales from social networks go from €1.9k to €6.9k.
Themes

Official Shopify themes, chosen together.

Since 2021, Shopify themes have been built on the Online Store 2.0 architecture: sections and blocks can be placed on any page from the editor, without touching the code. These are the themes I build stores on.

1 · THE CATALOGUE Theme Store more than 150 official themes 2 · THE SELECTION My selection suited to your catalogue 3 · THE CHOICE Final choice made together, then customised
I sort through the official catalogue and propose a short selection suited to your catalogue. The final choice is made together, before customisation.

A theme sold outside the Theme Store? That is possible too. Mention it on the first call: these themes don't go through Shopify's review, and it is better to know before pricing.

Work

Stores that are live and running.

Engo Eyewear Shopify store
Shopify storeE-commerce

Engo Eyewear

High-performance sports eyewear sold to demanding runners. Complete redesign of the store and the purchase journey.
Blox Shopify store after migration from PrestaShop
PrestaShop migrationIndustry

Blox

Plastics machining. Migration from PrestaShop to Shopify, content and search rankings kept, with a visual redesign carried out in the same project.
Centre Nutrition Berdoz website and store
Website and storeHealth

Centre Nutrition Berdoz

More than fifteen years of experience in micronutrition, turned into a clear journey for patients and a supplements store.
See all the Shopify stores (in French)
Case study

Engo Eyewear

Sports eyewear with a head-up display, sold direct to runners and cyclists in several countries.

2 years of regular collaboration

Technical

Store and development

  • Regular site maintenance
  • Migration from Shopify Plus
  • Custom front-end development (Liquid, JSON, schema)
  • Team Engo section and athlete profiles
Markets

International and tax

  • International markets configuration
  • Customs duties after the new US legislation
  • VAT, including its exclusion for B2B customers
  • Promotional campaigns with a multilingual coupon
Marketing

Acquisition and measurement

  • Meta Ads campaigns
  • UTM tracking for multichannel acquisition
  • Server-side tracking
Operations

Automation and customer service

  • Automatic order filtering with Shopify Flow
  • Intercom chatbot configured end to end
  • Customer help centre

Launch of Engo 2 Photochromic

A new model to integrate into a store that was already trading: product pages, highlights and variants, with a redesign centred on the user journey, from discovering the product to checkout.

Engo Eyewear, Engo 2 Photochromic product page on desktop
The Engo 2 Photochromic product page, built for the new model and its variants.
Engo Eyewear, Engo x Strava Photochromic highlight on mobile
A home page redesigned to carry the launch.
Engo Eyewear, Engo 2 product page on mobile
The product page, all the way to add to cart.

Team Engo: anatomy of a 100% custom page

1 · THE BASE Blog article Shopify's native structure 2 · THE THEME Athlete profile page template and metafields 3 · THE DIRECTORY Team Engo page two combined filters Filter 1 ▾Filter 2 ▾
The structure of a blog article is the base for each athlete profile. All the athletes are gathered on one page with a built-in double filter.

Team Engo, a custom structure

To present the brand's athletes, we started from the structure of blog articles: each athlete becomes an article, laid out by a dedicated template that turns it into a profile. All the profiles are gathered on the Team Engo page.

Data specific to each athlete

Each athlete's information is stored in metafields, Shopify's custom fields. The page template reads them to compose a profile with each athlete's own data, well beyond what a blog article usually shows.

What it changes for the team

Adding an athlete means publishing an article from the Shopify admin, something the team already knows how to do. The structure stays in place without me having to step in for every new recruit.

Pricing

3 formats, from diagnosis to a complete store.

The precise quote comes after the discovery call.

To decide

Advisory day

from €800
per day, on site in Lyon or remotely
  • Written, costed assessment
  • Prioritised by expected gain
  • No commitment to what follows

A store audit that produces a prioritised document, or a day of live work with you: catalogue, acquisition, apps, getting to grips with the admin. You choose how to use it.

Discuss it

Redesign

from €3,000
fixed price, on your existing store
  • Audit of the theme, the journey and the apps
  • Move to an up-to-date official theme
  • Apps sorted, pages lightened
  • Products, customers and orders kept

We keep what works and rework the rest: theme, purchase journey, product pages. Useful when the store already sells but its foundations have aged.

Discuss it
Most requested

New store

from €5,000
fixed price, content and product pages included
  • Official Shopify theme, customised to your brand
  • Product pages and content written
  • Checkout funnel and payments configured
  • Recorded walkthrough at delivery

A new store, delivered ready to sell: customised official theme, site structure, product pages, checkout funnel, basic SEO and apps chosen sparingly.

Book a call

No VAT charged: VAT exemption scheme for small businesses, art. 293 B of the French General Tax Code.

The Shopify theme comes on top of the cost of the service: usually around €350, paid once.

Leaving WordPress, PrestaShop or Wix? Migration to Shopify has its own page: products, content and search rankings carried over, redirects tested before the switch. See website migration (in French).

Lecturer

I also teach Shopify.

Two consecutive years at ESD in Lyon, then two consecutive years at the CREA school in Switzerland, with higher-education students. On the programme: an introduction to e-commerce and building Shopify stores in hands-on workshops, where each group builds its own store, graded at the end of the module.

Students who are often more drawn to design, to whom I bring the other half of the job: code and the back office.

  • CREA school, Switzerland2 years of teaching, courses in English
  • ESD LyonLecturer at university level
  • Group workshopsone Shopify store built and graded per team
FAQ

Before we start.

Do you work on a store that is already live?

Yes, that is half of the requests. A 15-minute call is enough to scope the need and price the work. The advisory day exists too, but it is aimed more at people who want to build their own skills on their store than at those looking for a provider.

What is the difference between the advisory day and the audit?

The audit produces a document: a prioritised assessment that you keep. The advisory day is live work with you or your team: decisions on the catalogue, choice of apps, acquisition plan, getting to grips with the admin. Same price, two different uses.

I'm coming from PrestaShop or WooCommerce, will I lose my search rankings?

Not if the migration is prepared. The content and the URL structure are carried over, and the 301 redirect plan is written and tested before the switch, not after. That is what was done for Blox (case study in French), a plastics machining specialist, when it moved from PrestaShop to Shopify.

Do you charge a maintenance subscription?

No. A Shopify store is maintained by Shopify. Changes to the site are billed by the day, when you need them, with a concrete deliverable each time.

Which Shopify apps do you work with?

As Shopify builds in more and more native features, I favour those solutions rather than turning to options outside the ecosystem.

A store to build or to unblock?

Fifteen minutes is enough to know whether we should work together. The call is free and you leave with an opinion either way.

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