Buyer guide

How to choose a Shopify agency, step by step.

A working framework for picking a Shopify agency you won't regret in year two. Brief, source, evaluate, audit, reference-check, contract — in the order that actually protects revenue.

Updated

May 2026

Time to read

10 min

Stages

9

Use this for

Vendor selection

Step by step

Nine stages from brief to signed contract.

Most teams pick Shopify agencies in the wrong order — proposal before brief, design before KPIs. This sequence puts the commerce thinking where it belongs.

  1. Step 01

    Write a brief that includes commerce KPIs

    One page: target audience, top SKUs / categories, current AOV and CR, target lift, must-have features (subscriptions, B2B, multi-currency), success metrics, budget range. A commerce brief without KPIs invites design-only quotes.

  2. Step 02

    Decide if you need Standard or Plus

    Plus is the right answer when you need checkout extensibility, B2B catalogs, multi-store, Shopify Functions at scale, or revenue is over $1M/month. Standard is fine for most brands. Don't pay for Plus you won't use.

  3. Step 03

    Source a longlist deliberately

    Skip pay-to-play directories. Source from agency-credited stores you respect, Shopify community contributors, podcast guests, and CMO referrals. Six to ten on the longlist.

  4. Step 04

    Audit portfolios for real custom theme work

    View source on every portfolio store. Look for custom Liquid, OS 2.0 sections, schema markup, and template-specific performance. Skip agencies whose portfolio is six versions of the same paid theme.

  5. Step 05

    Run discovery calls with three to five

    30-minute calls. Bring the brief. Ask about app philosophy, performance discipline, CRO practice, and Plus experience if relevant. Note who shows up — senior engineers and designers, not just account managers.

  6. Step 06

    Request scoped proposals

    Get fixed-quote proposals from two or three. A real proposal includes scope, deliverables, timeline, named team, payment schedule, and assumptions. Vague proposals predict vague projects.

  7. Step 07

    Reference-check ruthlessly

    Two references per shortlisted agency. Ask: did senior people stay on the project? Did the conversion lift after launch? What broke? Would you rehire? Honest references say more than the deck.

  8. Step 08

    Run a paid audit or trial

    For engagements over $40,000, scope a paid audit (existing store) or 2-week discovery sprint (new build). Two weeks of working together teaches more than three months of pitch.

  9. Step 09

    Contract with commerce-specific protections

    Code and theme ownership in your name. Staging store handover. App access in your account. SLAs for store-down emergencies. Clean exit clause. Care plan or retainer option for after launch.

Stage-by-stage criteria

What to look for at every stage of the process.

Map the framework to where you are in the buying cycle.

Brief stage

  • Current AOV, CR, traffic, and revenue
  • Target lift and timeline
  • Top 3 must-have commerce features
  • Plus or Standard decision (if you can)
  • Realistic budget range

Sourcing stage

  • Agency-credited stores in their portfolio
  • Plus partner status if you need Plus
  • Specialism overlap with your category (fashion, F&B, B2B, etc.)
  • Recent conference talks or substantial blog content
  • Referrals from operators in your space

Evaluation stage

  • Senior commerce thinking (merchandising, conversion, analytics)
  • Real custom theme capability (Liquid, not skinning)
  • Performance discipline (CrUX, selective app loading)
  • SEO baked in (catalog schema, redirect playbook)
  • CRO as a practice, not a buzzword

Proposal stage

  • Fixed scope with named deliverables
  • Named team (engineers, designers, PMs)
  • Realistic timeline with milestones
  • Payment schedule tied to milestones
  • Assumptions and out-of-scope clarified

Reference stage

  • Two references per shortlist
  • Stores launched 12+ months ago
  • Honest answers about conversion and performance
  • Would-you-rehire score
  • What broke and how it was fixed

Contract stage

  • Theme ownership and code in your name
  • Staging store handover with full access
  • Store-down SLA
  • App and integration documentation
  • Care plan or retainer option

Frequently asked

Common questions when choosing a Shopify agency.

Don't see the question you're holding? Send it to [email protected] and we'll answer the same day.

4–8 weeks for a serious engagement. Discovery in week 1–2, proposals in week 3–4, references in week 5, contract in week 6–7. Skipping stages costs more than the time saved.

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Where to go next

Brief us

Done picking? Or just narrowing? We'll meet you wherever you are.

A 30-minute call with a partner. We'll listen first and tell you the parts other agencies skip — even if we're not the right fit.

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