Shopify store builds & redesigns
A Shopify store built to sell, not just to look good
Cape Wired designs and builds new Shopify stores from the ground up, and redesigns established stores whose design, navigation or conversion path no longer reflects the business.
New Shopify stores · Store redesigns · Custom Liquid sections · Mobile-first conversion · Brand and theme direction
New build
Starting from nothing
You're moving from offline or marketplace-only sales, or your current store isn't worth carrying forward. The store is built from a blank Shopify install, with architecture, theme and catalogue designed around how the business actually sells.
Redesign
Improving what's already live
The store is on Shopify already, but the design, navigation or product pages no longer reflect the business or convert as well as they should. Instead of starting the whole operation over, it is rebuilt on the existing platform.
More than visual design
A store has to convert on day one and keep working after that
A visually attractive storefront is only part of the job. Whether it's a new build or a redesign, the store also needs a customer journey that gets people from landing page to checkout, product pages with enough commercial depth to answer real questions, and an admin experience simple enough to keep updating without outside help.
For this reason, Cape Wired approaches every build and redesign from the position of an operator, not only a designer, considering how the store will actually be run once the project is finished.
- Clear journeys from landing page to checkout.
- Product and collection pages with useful commercial depth.
- Simple administration for frequent catalogue changes.
- Content structures that support SEO and AI-powered search.
- Custom functionality without unnecessary application bloat.
10+
Years of hands-on Shopify and ecommerce experience
Cape Wired founder Daniel Jones has built and operated ecommerce stores across beard care, craft beer and specialist adult wellness, including a ten-year Shopify business that reached £360,000 in peak annual net sales before being acquired.
That operating experience informs every build decision, from theme choice and navigation to product content, conversion elements and how the store will keep evolving.
Build and redesign capabilities
What's covered in a Cape Wired Shopify build or redesign
Projects can cover a complete store or focus on the specific areas creating the most friction. In each case, the scope is shaped around the commercial problem rather than a fixed list of generic deliverables.
New store foundation
A complete ecommerce foundation for new brands and product businesses moving from offline or marketplace-only sales.
- Store architecture and navigation
- Theme setup and visual direction
- Products and collections
- Payments, delivery and policies
Homepage and navigation
Rebuild the parts of the store customers see first, so the structure reflects how the business actually sells today.
- Homepage design and layout
- Navigation and menu structure
- Collection organisation
- Mobile-first layout review
Product-page redesign
Improve the pages doing the actual selling, with content depth that answers the questions customers are really asking.
- Product-page layout and content
- Comparison and education blocks
- Trust and social-proof elements
- Imagery and media structure
Custom Liquid sections
Build flexible sections and components beyond the limits of a standard Shopify theme, reusable across the store.
- Custom product sections
- Collection education blocks
- Comparison tables and FAQs
- Campaign landing pages
Conversion and checkout
Remove friction from the buying journey so visitors convert at a rate that reflects the effort behind the design.
- Customer-journey reviews
- Checkout and delivery strategy
- Average-order-value opportunities
- Trust and conversion elements
Launch preparation
Get the store genuinely ready to trade, not just visually finished, before it goes live.
- Analytics and tracking setup
- Payment and shipping testing
- Policy and legal page review
- Launch-day checklist
Evidence from live projects
Builds and redesigns measured by commercial outcome
These figures come from Cape Wired's own operator-led projects, covered in full in the linked case studies.
5–10 → 137
RUNESILK shampoo units a month
On Amazon UK alone, 15 Sep – 15 Oct 2026, before Shopify sales, after a combined Shopify, SEO and GEO project.
£360K
Peak annual net sales
Achieved by TENGA UK, a Shopify store built from no existing traffic and later acquired.
4 weeks
RUNESILK project length
The redesign repositioned an underperforming product around a clearly defined customer problem.
100+
Products at peak
TENGA UK's catalogue grew from a handful of products to a full specialist range on the same build.
Project results depend on the business, products, market, available data, implementation quality, competition and time. Historic case-study performance does not guarantee equivalent outcomes for another store.
How projects work
A focused process from commercial problem to live implementation
The same process applies whether the project is a new build or a redesign. The difference is how much of the current store carries forward into it.
Discovery
First, understand the business, customers, products and what the store needs to achieve on day one.
Design direction
Next, agree theme, layout and homepage direction before development work begins.
Build
Design, develop, write and configure the store in a development environment.
Review
Review the full store, make revisions and test every purchase path before launch.
Launch
Finally, go live, then review performance and refine the areas showing the greatest opportunity.
Indicative project pricing
Clear starting prices, with the final scope agreed before work begins
Shopify builds and redesigns vary by catalogue size, content, custom functionality and the condition of the existing store. The prices below therefore provide a realistic starting point for a typical small or medium-sized product business.
New ecommerce foundation
New Shopify store
From £3,000
For a new product business or a brand moving from offline or marketplace-only sales.
- Store architecture and navigation.
- Theme setup and visual direction.
- Core products, collections and policy pages.
- Payments, shipping, analytics and launch preparation.
Focused improvement
Targeted Shopify redesign
From £1,500
For an established Shopify store with a clear, limited area of focus.
- Homepage, navigation or product-page redesign.
- Focused custom Liquid sections.
- Mobile and conversion improvements.
- Testing and implementation on the live theme or a duplicate theme.
Full transformation
Complete Shopify rebuild
From £4,500
For an established store whose structure, design and content need coordinated redevelopment.
- Full navigation and customer-journey review.
- Theme redevelopment and custom sections.
- Product, collection and content restructuring.
- Testing, launch support and stabilisation.
What affects the final project price?
The final quote depends on the number of products and collections, copywriting requirements, custom Liquid development, third-party integrations, data preparation, theme licensing and the quality of the existing content and assets.
- Theme licence and paid app costs are quoted separately where required.
- Projects are divided into agreed milestones, with payment staged against the scope.
- Additional work outside the agreed scope is quoted before it begins.
- Cape Wired confirms the full deliverables, timing and payment schedule in writing before the project starts.
Prices shown are starting prices for one primary Shopify storefront. Complex international stores, multiple languages, extensive catalogue entry or specialist integrations may require a larger, separately scoped project. Moving from another platform? See Shopify migrations.
Related case studies
See the results behind these figures
RUNESILK, LowCostBeer and TENGA UK were founded, acquired or operated by Cape Wired's founder, not third-party clients.
Founded brand · Beard care
RUNESILK
A four-week Shopify, SEO and GEO project that repositioned an underperforming anti-dandruff beard shampoo around a clearly defined customer problem.
Read the case study →
Acquired business · 1,000-product Shopify catalogue
LowCostBeer
An ageing WooCommerce store rebuilt on Shopify and repositioned around rescued beer, direct brewery relationships and curated Brewery Showcase Boxes.
Read the case study →
Operated & sold · £360K peak annual net sales
TENGA UK
A specialist ecommerce store built from no existing traffic, scaled through Shopify, SEO, email and Amazon, and ultimately acquired by the brand's European subsidiary.
Read the case study →
Is this the right fit?
Best suited to product businesses that value practical involvement
A strong fit
You sell physical products through Shopify or plan to.
Your current store is difficult to manage or converts badly.
You need strategic thinking and hands-on implementation.
Your products require education, comparison or strong content.
You value direct access to the person completing the work.
Probably not the right fit
×
You only want the lowest-cost template installation.
×
You require a large multi-department agency team.
×
You want unnecessary custom features without a clear purpose.
×
You expect guaranteed sales results from design alone.
×
You are unwilling to provide product or operational context.
Builds & redesigns FAQ
Questions about a new store or a redesign
How do I know if I need a new build or a redesign?
If you're not currently on Shopify, or your existing store isn't worth carrying forward, a new build usually makes more sense. However, if the store is on Shopify already and the core catalogue and setup work reasonably well, a redesign is typically faster and lower-risk than starting again.
Do you work with existing Shopify themes?
Yes. A redesign does not always require a new theme. Existing themes can often be improved through better structure, custom Liquid sections and blocks, stronger content and focused design changes.
Can you create custom Shopify sections?
Yes. Custom Liquid sections can be created for product education, collection content, comparisons, FAQs, trust signals, campaigns and other reusable page elements.
Will you write product and collection copy?
Yes. Cape Wired can research and write product pages, collection introductions, FAQs, comparison content, landing pages and educational material in a style appropriate to the brand.
How long does a build or redesign take?
Timelines depend on catalogue size, custom functionality, content requirements and how quickly information is supplied. As a guide, a focused redesign can take days to a few weeks, while a complete new store or full rebuild may require several weeks.
Does a redesign include SEO?
SEO can be included within a build or redesign, or delivered as a separate ecommerce SEO project. Work may cover technical structure, product and collection optimisation, metadata, internal linking and AI-search visibility.
Do you provide ongoing support after launch?
Yes. Ongoing support is available for suitable stores that need regular development, product and collection work, SEO implementation, campaign pages or continued conversion improvements.
Build a better Shopify store
Is your current store helping the business grow or holding it back?
Share what you sell, what is not working and where you want the business to go. Cape Wired will then help identify whether the right next step is a new build, a targeted redesign or a complete rebuild.
You send a short message about the store and the problem.
Daniel replies personally to arrange a first conversation.
You get a clear recommendation: an audit, a project or nothing at all.
Project results depend on the business, products, market, available data, implementation quality, competition and time. Historic case-study performance does not guarantee equivalent outcomes for another store.