Commerce Craft
BUILD · SHOPIFY STORES & REPLATFORMS
A store built to run. Not just launch.
Most websites are built to look finished. I build Shopify stores engineered to operate — analytics wired, email flows live, photography shot, and a growth plan attached — so day one is the start of the numbers, not the end of the project.
Book a fit call | See what every build ships with
The most expensive website is the one you have to fix later.
Merchants usually get one of two bad options. The DIY route: a template store that works until it matters — then checkout friction, invisible analytics, and a design ceiling cost real sales. Or the agency route: six months, a big invoice, an account manager between you and the people doing the work, and a handover deck instead of a working operation.
Both end the same way — a launch, then silence, then you troubleshooting your own store.
There's a third way: a fixed-scope build by someone who has seen how the platform's best stores are actually put together.
I've been inside the stores you're trying to become.
Five years on Shopify's Key Accounts team, across a portfolio of 250+ Plus brands and more than $1B in GMV, means I've seen under the hood of the best-run stores on the platform — what they standardize, what they skip, and where smaller merchants waste money imitating the wrong things. Add senior delivery experience at a leading New York Shopify agency, and you get enterprise judgment at an independent studio's scale.
Every build carries that standard: nothing decorative, everything accountable to conversion.
Built for missions. Backed by enterprise.
Six phases. No mystery.
01 · Discovery & commerce plan — Your market, margins, catalogue, and customer journey, turned into a store architecture and a scope we both sign. You'll know exactly what's being built and why before anything is designed.
02 · Design — A design system on Shopify's theme foundation: fast, conversion-first, unmistakably yours. Two structured revision rounds per phase keep momentum without cutting you out.
03 · Build & integrations — Theme build, payments, shipping, taxes, apps chosen for need rather than habit, clean data architecture underneath.
04 · Content & photography — The phase most builds skip, and the reason new sites launch looking empty. Product and brand photography is shot and placed as part of the build, not left as your homework. Copy, collections, and product data go in polished.
05 · QA & launch — Device and browser testing, checkout walkthroughs, speed pass, analytics verification (GA4 + Shopify reports), redirects for migrations. Launch is a checklist, not a hope.
06 · Handoff — or the start line — Training, documentation, and [30 days] of post-launch support. Then a choice: take the keys, or roll straight into Commerce Care's First 30 Days and keep a director on the store. Commerce Care →
Standard here. Extras elsewhere.
- Analytics wired and verified — GA4 and Shopify reporting you can trust from day one.
- Email capture + core flows live — welcome and abandoned-cart flows running at launch, not "phase two."
- SEO foundations — structure, metadata, speed, and redirects handled during the build, when they're cheap.
- Professional photoshoot included — every engagement includes brand and product photography. A store is only as good as what it shows.
- Training + documentation — your team runs the store without calling me for every banner swap.
- Transparent platform costs — Shopify plan, domain, and app costs disclosed line by line before you sign. No surprise subscriptions.
Three kinds of builds.
New stores — First store, done properly: for product brands and makers ready to sell direct without a DIY ceiling or an agency invoice.
Replatforms & migrations — WooCommerce, Wix, Squarespace, or a legacy build → Shopify, with products, customers, orders, and search equity carried over intact. This is where "seen it before" earns its keep.
Hospitality & tourism commerce — Inns, restaurants, festivals, tour operators, and destination brands: stores that sell experiences, merchandise, and bookings-adjacent products. The studio's home turf, from Southwestern Ontario to the Caribbean.
Fixed scope. Milestone payments. No meters running.
Every build is quoted as a fixed scope after the fit call — phases, deliverables, and price in one signed document, with payments tied to milestones rather than hours. Two revision rounds are included in every phase. If scope changes, we re-scope in the open; nothing is quietly billed.
New stores from $[7,500] CAD · Replatforms from $[12,500] CAD · Typical timeline [6–10] weeks
Purpose-driven organizations and tourism bodies: mission-fit scopes are available — ask.
Recent builds.
Shrub Fuel — Full replatform from WooCommerce to Shopify, launched June 2026. A faster store, a cleaner path to purchase, and an owner who no longer fights their own website.
BIOLYTE — Replatform to Shopify Online Store 2.0 for the medical-grade hydration brand, delivered at Barrel (NYC). One back end running DTC and wholesale together, email flows rebuilt to match the refreshed brand, and a hydration company that finally looks as strong online as it does on shelf.
Discover Dominica Authority — Digital commerce and campaign infrastructure for a national tourism board: landing systems, email architecture, and the content engine behind a full festival season.
Bohten Eyewear — Digital commerce and brand growth for a design-led DTC eyewear brand — considered, story-first commerce built to convert.
Every build ends at the start line.
A launch is not an outcome; it's the first data point. Build clients get first claim on Commerce Care seats — the monthly retainer that takes the store from launched to growing, starting with the First 30 Days stabilize-and-optimize plan. Same person, same standard, no handover loss.
FAQ
How long does a build take?
Typically [6–10] weeks from signed scope, depending on catalogue size and content readiness. Large-catalogue migrations run longer; the timeline is fixed in the scope document so you're never guessing.
What do you need from me?
Product information, brand assets, timely approvals, and access credentials — listed explicitly in the scope document. Builds stall on missing content more than missing code, which is why photography is built into the process.
What will the store cost to run after launch?
Before you sign, you get a line-by-line list of ongoing costs — Shopify plan, domain, apps — paid directly by you, in your accounts, which you own. I don't resell subscriptions or hold your store hostage.
Who owns the store and the work?
You do. Store, code, content, photography — all of it. Full ownership transfers at final payment, and you're trained to run it.
I already have a Shopify store that needs fixing, not rebuilding.
That's usually Commerce Care territory — the First 30 Days exists precisely for launched stores with leaks. If a fit call shows a rebuild is genuinely cheaper than repair, I'll tell you that plainly.
Do you work outside Ontario?
Yes — the studio runs from London, Ontario, with clients across Canada, the U.S., and the Caribbean. Builds are remote-first; photography is scheduled regionally or via [directed shoots with local photographers].
Start with a fit call.
Thirty minutes on your business, your catalogue, and what the store needs to do. You leave with an honest read on scope, timeline, and cost — whether or not we work together. If it's a fit, the next document you see is the signed plan.
contact@danielfadelle.com · DF Commerce Studio · London, Ontario