Custom Shopify themes for DTC, B2B, and hybrid stores.
Every pixel, every section, every Liquid block written for your brand and your customers specifically. No Dawn. No theme-marketplace code underneath. Clean Shopify Online Store 2.0 architecture that loads fast, converts well, and your team can actually edit.
Three store types. Three different theme architectures.
A DTC theme is not the same as a B2B theme. The section structure, pricing logic, and checkout rendering are all different. We build each one the right way.
Direct-to-Consumer Themes
Conversion-focused Liquid themes for direct-to-consumer brands. Product page structure, collection filtering, cart drawer behaviour, and checkout flow all designed to reduce drop-off and increase average order value. CRO embedded from day one, not bolted on after launch.
Built for fashion, lifestyle, beauty, accessories, health, and consumer goods brands in NZ, Australia, the USA, and the UK.
B2B and Wholesale Themes
Themes built for trade buyers: login-gated catalogues, customer-group pricing rendered in Liquid, purchase order fields at checkout, NET terms display, and wholesale-specific product page layouts. The theme handles the customer experience; the pricing logic sits in Shopify B2B or our Miko B2B Wholesale Hub app.
Built for distributors, manufacturers, and suppliers across New Zealand and Australia.
Hybrid B2B and DTC Themes
A single theme that renders differently for retail and trade customers based on account type. Retail buyers see the full DTC experience. Trade buyers see wholesale pricing, trade catalogues, and a checkout flow suited to purchase order workflows. All from one codebase, no duplicate storefronts.
One of our specialisations and one of the more technically demanding Liquid builds we deliver.
Built to spec. Not adapted from something else.
Every element is written for your brand. No inherited code, no unused CSS, no compromises from a base theme.
Section Schema Architecture
Every section ships with a complete schema: blocks, settings, content limits, and input types. Your team edits headings, images, text, and colors from the theme editor with no code required for standard content updates.
Conversion Rate Optimisation
Store architecture, information hierarchy, product page layout, and checkout path are all evaluated against conversion goals before a line of code is written. CRO is a structural decision, not a post-launch afterthought.
Core Web Vitals Performance
Deferred JavaScript, Liquid-native image sizing, critical CSS inlining, and lazy-loaded below-the-fold sections. Lighthouse 90+ on desktop is our standard delivery target. LCP under 1.5 seconds. Zero layout shift on load.
Mobile-First Responsive
Designed and built mobile-first. Every breakpoint tested on real devices. Touch targets, font scaling, sticky headers, and cart drawers all behave correctly at 375px as well as 1920px.
Metafield-Driven Content
Complex product data: specs, sizing charts, ingredient lists, certifications, trade pricing stored in Shopify metafields and rendered cleanly via Liquid. Correct data architecture from day one, not retrofitted later.
App Block Integration
Online Store 2.0 JSON templates with app block support built in. Review apps, loyalty widgets, trust badges, B2B pricing apps, and upsell tools slot into your theme without custom code on every page.
Shopify Markets Ready
Multi-currency, multi-language, and geo-redirect logic built into the theme from the start. Shopify Markets and Translate and Adapt work out of the box on launch day.
B2B Conditional Rendering
Liquid logic to conditionally render pricing, catalogue sections, and checkout fields based on customer tags or company assignments. Trade buyers see a different experience from retail buyers without requiring two separate themes.
Accessibility and QA
Tested on real devices: iPhone, Android, iPad, and desktop. Tested across Chrome, Safari, Firefox, and Edge. Accessibility checked against WCAG 2.1 AA. Checkout flow verified end-to-end before staging sign-off.
From design file to live store.
Discovery & Architecture Planning
We audit your existing site, your product catalogue structure, and your design requirements. We document every required section and define the metafield and section schema architecture before a line of code is written.
Liquid Development
Theme files built in Shopify Liquid from scratch. JSON templates for all page types. Section schemas configured with the correct settings types and block limits. No base theme, no inherited CSS conflicts.
Performance Tuning
JavaScript deferred or eliminated where Liquid can handle the logic. Critical CSS inlined. Images sized via Liquid image filters. Layout shift eliminated with explicit dimensions. Core Web Vitals measured and optimized before staging sign-off.
QA & Cross-Device Testing
Tested on real devices: iPhone, Android, iPad, and desktop. Tested in Chrome, Safari, Firefox, and Edge. Checkout flow verified end-to-end. App integrations confirmed. Accessibility checked against WCAG 2.1 AA.
Handover & Launch
Full section documentation delivered. Team walkthrough in the Shopify theme editor. Go-live coordinated with a cutover plan and 30-day post-launch support window for any adjustments.
We build Shopify apps. That changes how we build themes.
We publish five live apps on the Shopify App Store. Building production apps means we work in Shopify's API, extension, and infrastructure layers every day, not just the theme layer. That depth changes how we make architecture decisions on custom themes: we know which Liquid patterns scale, which JavaScript approaches cause layout shift, and where section schema limits become a problem six months after launch.
Page speed is a structural decision we make at the start, not a polish item at the end. We choose Liquid over JavaScript wherever possible. We do not ship theme-wide CSS frameworks, scroll libraries, or third-party font loaders by default. The result is themes that load fast, rank better in Google, and convert more of the traffic you are already paying for.
Shopify Theme Development Questions
How long does a custom Shopify theme take to build?
A custom Shopify theme built from scratch typically takes 6 to 10 weeks from design handoff to launch. This includes Liquid development, section schema configuration, mobile optimization, cross-browser testing, and Core Web Vitals tuning. We provide a fixed timeline and milestone schedule at the start of every project.
What is the difference between a custom theme and customizing Dawn?
A custom theme is built from scratch. Every section, every block, every piece of logic is written for your brand specifically. Customizing Dawn means working within Shopify's existing code, which brings inherited CSS, JavaScript, and section structures that constrain the design. Custom themes load faster (no unused code), perform better in Lighthouse, and are significantly easier to maintain long-term.
Will my theme work with all Shopify apps?
Custom themes are built to Shopify Online Store 2.0 standards with JSON templates, so they support Shopify app blocks natively. Any app that uses app blocks can be added without touching code. Apps that inject snippets or CSS are tested during QA, and we handle any integration adjustments before launch.
Can I edit the theme myself after it is built?
Yes. Every section is built with a schema so that headings, images, text, button labels, and colors are editable from the Shopify theme editor. We document every section in a handover guide and walk your team through the editor before launch. Most clients manage their own content updates from day one.
What Lighthouse scores can I expect?
Our custom themes consistently score 90 to 100 on desktop and 80 to 95 on mobile in Lighthouse Performance. We achieve this through deferred JavaScript, Liquid-native image sizing, critical CSS inlining, and lazy loading of below-the-fold sections. LCP is typically under 1.5 seconds on desktop.
Do you build Shopify themes for DTC brands?
Yes. DTC theme builds are a core part of our work. We build for conversion from the very first design decision: product page structure, collection filtering, cart drawer behaviour, and checkout flow all evaluated against conversion goals before any code is written. We have built DTC themes for brands in fashion, accessories, jewelry, health, and consumer goods in New Zealand, Australia, the USA, and the UK.
Can you build a theme that works for both B2B and DTC customers?
Yes. Hybrid themes that serve retail and trade customers from a single storefront are one of our specialisations. The theme uses Liquid conditional logic to render different pricing, different catalogue sections, and different checkout fields based on customer type. Trade buyers see a wholesale experience; retail buyers see the full DTC theme. Both from one codebase, with no duplicate storefront to manage.
Can you customise an existing Shopify theme rather than build from scratch?
Yes. If your existing theme has a solid foundation and you need targeted changes, additional sections, or performance improvements, theme customisation is often the right call. We review the existing theme code honestly before recommending customisation or a rebuild, because the right answer depends on the quality of the existing code and the scope of what you need to change.
Ready to build the right theme?
Share your design files or brief. We will review your requirements and come back with a scope, timeline, and fixed-price quote within 5 business days.
Start Your Theme Project