Shopify Agency

Shopify agency Amsterdam

Most e-commerce stores convert at 1-2%. Ours average 3-5%. The difference isn't luck—it's strategic design, technical excellence, and obsessive optimization built into every Shopify store we deliver.

We're Groove Digital, a certified Shopify agency in Amsterdam specializing in custom store development, platform migration, and conversion optimization for ambitious brands ready to scale. No template tweaking. No six-month timelines. Just high-performance Shopify stores built in 6-8 weeks that drive measurable revenue from launch day.

What is Shopify and why do so many brands choose it

Shopify is the world’s most widely adopted e-commerce platform for a reason. It powers over 4 million stores globally because it removes technical complexity without limiting commercial potential. Brands choose Shopify for its speed, stability, security, and scalability. You can sell internationally, handle high traffic, and scale operations without managing servers, patching security vulnerabilities, or dealing with plugin conflicts.

But this is where most Shopify projects fail.

The majority of Shopify stores look polished but underperform. They rely on bloated themes, generic layouts, poorly configured checkouts, and shallow SEO setups. Traffic comes in, but conversions lag. Growth plateaus. And teams are left wondering why a “good-looking” store isn’t delivering revenue.

That’s not a Shopify problem. It’s a strategy problem.

Our Shopify kick-off: strategy before execution

At Groove Digital, every Shopify project starts with a structured kick-off. Not with theme selection, not with design screens, but with clarity.

Before a single line of code is written, we define how the store must perform.

We analyse your market, competitors, margins, and growth targets. We map user intent across the full customer journey, from first touch to repeat purchase. We identify friction points in existing funnels and define conversion priorities per page type. This strategic foundation ensures every design and development decision is commercially justified.

Shopify is the platform. Strategy is the differentiator.

Custom Shopify development built for performance

We do not “customise themes.” We engineer Shopify stores.

Using Shopify’s Liquid templating language, we build custom components and layouts that give full design control without sacrificing speed or maintainability. This results in cleaner code, faster load times, and a store that can evolve without technical debt.

Every build is structured for growth, not just launch. That means scalable architecture, logical content hierarchies, advanced SEO implementation, and conversion optimisation baked into the system from day one.

‍ Explore our Shopify development approach →

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Why work with a specialised Shopify agency?

In e-commerce, performance is not optional. It directly affects visibility, conversion rates, and trust. A slow store loses rankings. A confusing checkout loses revenue. And a technically fragile setup becomes harder to scale every month.

That’s why our Shopify builds start from a clear technical baseline. Fast load times, strong Core Web Vitals scores, clean URL structures, and proper structured data are not add-ons in our process. They are the starting point.

This foundation is what separates Shopify stores that steadily grow from those that plateau after launch.

Shopify development built for real growth

Template customisation is not the same as custom development. It’s often a compromise that limits performance, flexibility, and long-term maintainability.

We build Shopify stores from the ground up using Liquid, modular components, and a conversion-focused architecture tailored to your brand, your products, and your customers. Design decisions are based on real user behaviour, not theme limitations.

The result is a store that feels distinctive, performs consistently across devices, and can evolve without being held back by technical debt.

If you want to understand the technical depth behind this approach, you can explore our Shopify development methodology in more detail.

Shopify migration without downtime or ranking loss

Many brands come to us when they start to feel the limits of their current platform. WooCommerce setups become slow and fragile. Magento requires heavy developer involvement. Wix and BigCommerce restrict flexibility just when growth accelerates.

We handle Shopify migrations as strategic projects, not technical chores. Every migration is planned to protect SEO performance, preserve data integrity, and improve speed and conversion at the same time.

Stores are rebuilt, not copied. UX is refined, data is migrated cleanly, redirects are mapped precisely, and integrations are tested end to end before launch. The goal is not just to “move platforms,” but to come out stronger than before.

For most brands, this results in faster load times, stable or improved rankings, higher conversion rates, and significantly lower ongoing maintenance costs.

Shopify SEO and technical optimisation

Shopify is powerful, but it does not solve SEO automatically. Out of the box, many stores suffer from duplicate URLs, shallow category structures, and app-driven bloat that limits organic growth.

We address these issues at the core. Canonical logic and URL structures are configured properly. Category and collection architecture is designed to support topical authority and internal linking. Heavy apps are replaced with lightweight Liquid solutions where possible, improving both speed and crawl efficiency.

Technical SEO is treated as infrastructure, not a checklist. Structured data, XML sitemaps, indexation controls, and performance optimisation work together to support long-term visibility, not just short-term rankings.

Conversion rate optimisation for Shopify stores

Traffic alone does not grow a business. Conversion does.

We optimise Shopify stores by looking at how users actually behave, not how we assume they should behave. Product pages, navigation, cart flows, and checkout experiences are refined based on data, testing, and clear hypotheses.

Small changes compound quickly. Improving clarity, reducing friction, and strengthening trust signals often unlock significant revenue gains without increasing ad spend. For most brands, conversion improvements within the first few months have a direct and measurable impact on profitability.

Shopify Plus for enterprise and high-growth brands

For brands operating at scale, Shopify Plus offers the infrastructure needed to grow internationally, automate complex workflows, and support B2B or wholesale models.

We help teams implement Shopify Plus in a way that aligns with their operational reality. Automation, multi-store setups, advanced integrations, and custom checkout logic are configured to support growth without adding unnecessary complexity.

Shopify Plus is not just a bigger plan. It’s a different way of operating, and it requires a partner who understands both the technical and commercial implications.

Discuss Shopify Plus Implementation →

How we build high-converting Shopify stores

Most agencies treat Shopify builds as long, fragmented projects that drift for months. We don’t. Our sprint methodology is designed to deliver a production-ready Shopify store in six to eight weeks, without cutting corners or sacrificing quality.

Each sprint has a clear purpose, clear ownership, and a concrete outcome. No guesswork. No endless revisions. Just steady progress toward a store that performs from day one.

Sprint 1: Strategy and UX foundation

We never start with design. We start with understanding.

Before a single screen is designed, we map how your customers actually buy. What triggers trust, where hesitation appears, and what competitors get wrong. This phase defines the commercial logic behind your store, not just the visual direction.

We analyse competitors to identify gaps you can exploit, research user behaviour to understand decision paths, and define a product and navigation structure that supports both conversion and SEO. Purchase objections, messaging priorities, and success metrics are all clarified upfront.

The outcome of this sprint is a strategic blueprint that guides every design and development decision that follows. It becomes the reference point for the entire project.

Sprint 2: Design and prototyping

Static mock-ups don’t show how a store really works. Interactive prototypes do.

In this sprint, we translate strategy into a complete user experience using Figma. You can navigate the store, move through product pages, experience the checkout flow, and see how everything connects before development begins.

Design decisions are mobile-first and conversion-driven. Product pages are structured to support decision-making, collection pages are designed for clarity and discovery, and the checkout flow is optimised to reduce friction.

By the end of this sprint, you don’t just see the design. You experience the store as a user would.

Sprint 3: Development and integration

This is where strategy and design become revenue-generating infrastructure.

We build your Shopify store using custom Liquid development and a modular, component-driven architecture. The goal is a clean, scalable codebase that performs well and is easy to maintain as the business grows.

Integrations are added deliberately, not by default. Shopify is connected to your broader ecosystem, whether that includes ERP, CRM, WMS, POS, or analytics platforms. Tracking and measurement are configured properly from the start, so performance is visible and actionable.

At the end of this sprint, the store is fully functional, integrated, and ready for final testing and content population.

Sprint 4: Launch and optimisation

Launch is not the finish line. It’s the starting line.

Before going live, we run thorough quality assurance across devices, browsers, and user scenarios. Technical SEO is finalised, tracking is verified, and performance is stress-tested. Your team is trained to work confidently in Shopify without developer dependency.

The launch itself is carefully monitored, followed by a structured post-launch optimisation period. This ensures early data is captured correctly and improvements can be made quickly, based on real user behaviour.

The result is a live Shopify store with a clear performance baseline and the systems in place to keep improving.

Shopify migration without downtime or ranking loss

Platform migration is a high-stakes decision. Done poorly, it destroys SEO value, disrupts customers, and creates long-term technical debt.

We migrate stores to Shopify with precision and restraint. Your new store is built and tested in parallel, while your existing platform continues to operate. Launch happens quickly, without downtime or disruption.

Every URL is mapped and redirected correctly. Product, customer, order, and review data is migrated and verified. The goal is not replication, but improvement: faster load times, cleaner architecture, and lower maintenance overhead from day one.

Most brands see immediate gains in performance and conversion after migration, without sacrificing the visibility they’ve already earned.

Technical excellence that builds trust

Speed is not a nice-to-have in e-commerce. It directly affects conversion, rankings, and credibility.

We engineer Shopify stores for sub-two-second load times by keeping the codebase lightweight and intentional. Bloated themes are replaced with custom Liquid builds, unnecessary apps are removed, and assets are optimised for fast delivery.

Core Web Vitals are treated as a baseline requirement, not a future optimisation task. The outcome is a store that feels fast, stable, and trustworthy, for both users and search engines.