WEBSITE SERVICES
Website Ecommerce
Strategic Shopify Design for Consumer Brands
A good ecommerce website makes buying feel easy.
A great one makes the brand feel more valuable while it does it.
Website Ecommerce is our Shopify website design service for consumer brands that need a commercially considered digital experience, not just a better-looking storefront.
We combine brand thinking, customer behaviour and ecommerce design to create websites that make products easier to discover, understand and buy.
Because in ecommerce, every unnecessary click, unclear message or weak product page creates friction.
When the product is strong but the buying experience is getting in the way
Most ecommerce websites do not fail because the products are bad.
They fail because customers have to work too hard.
Navigation is confusing. Collections feel messy. Product pages do not answer the right questions. Mobile feels cramped. The brand looks premium in campaign imagery but generic at checkout.
That disconnect costs attention, trust and conversion.
Website Ecommerce is designed to remove that friction.
We look at how customers move through the site, how products are presented and where design can create greater clarity, confidence and momentum.
The result should not just look better.
It should make the business easier to buy from.
What Website Ecommerce includes
Website Ecommerce is a strategic Shopify website design project built around the customer journey and commercial needs of the business.
The exact scope depends on the size and complexity of the store, but typically includes the following.
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Before design begins, we define how customers need to move through the website.
We consider:
business objectives
product range
customer behaviour
navigation
product discovery
conversion priorities
purchase friction
repeat purchase opportunities
customer questions and objections
mobile behaviour
This creates the commercial framework for the project.
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As ecommerce businesses grow, site structure can become complicated very quickly.
We define a clearer hierarchy across:
navigation
collections
categories
product groupings
editorial content
customer support
conversion pages
The goal is to make discovery intuitive without overloading the customer.
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The homepage needs to do more than look impressive.
It should quickly communicate:
what the brand sells
why it matters
where customers should go next
what makes the brand different
why they should trust it
We structure the page around commercial hierarchy rather than filling it with disconnected campaign sections.
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Strong collection pages help customers compare and move through larger ranges without getting lost.
Design may consider:
product hierarchy
filtering
sorting
featured products
category messaging
merchandising
visual rhythm
promotional content
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Product pages are one of the most commercially important parts of the website.
We consider how customers evaluate:
product value
features and benefits
imagery
options and variants
sizing
delivery
trust
reviews
related products
stock availability
purchase confidence
The design should answer the questions customers need resolved before they commit.
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We review the path from product selection to purchase and identify opportunities to make it clearer and more reassuring.
This may include:
cart design
upsell opportunities
delivery messaging
trust signals
promotional messaging
customer reassurance
checkout-entry experience
Shopify’s hosted checkout functionality has platform limitations, so the exact level of design control depends on the plan and technical setup.
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The website should feel recognisably yours even when customers are interacting with practical ecommerce components.
We develop a digital design system around:
buttons
forms
cards
product tiles
promotional modules
content blocks
typography
colour
spacing
interface behaviours
This creates greater consistency as the site grows.
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A large proportion of ecommerce browsing happens on mobile, so mobile cannot be treated as a compressed version of desktop.
We consider:
thumb-friendly interaction
content hierarchy
product browsing
CTA positioning
image ratios
navigation
filtering
page length
purchase flow
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Website Ecommerce is designed around Shopify.
Depending on the project, the build may be completed with our trusted development partners or your existing development team.
We lead the design and creative direction, working closely with development to ensure the final build reflects both the brand and the intended customer experience.
Development costs are scoped separately unless explicitly included within your estimate.
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We design the site with sensible search-friendly structure in mind, including:
heading hierarchy
page structure
collection architecture
content organisation
metadata guidance
image alt-text guidance
Full SEO strategy, keyword research and ongoing SEO are not included unless separately scoped.
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Before launch, we review the agreed designs against the implemented build and provide creative feedback where required.
The exact launch and technical QA responsibilities depend on the development partner and scope.
Who Website Ecommerce is designed for
Website Ecommerce is designed for product-led consumer brands where the website plays a meaningful commercial role.
You may be a strong fit if:
Shopify is a major sales channel
your current site no longer reflects the value of your products
conversion feels weaker than it should
customers struggle to discover the right products
the product range has become harder to navigate
your brand has developed but the website has not
your mobile experience needs improvement
you are moving into a more premium position
you are preparing for growth into new categories or markets
your existing Shopify theme feels restrictive
the business needs a more scalable digital design system
you are investing significantly in acquisition but the onsite experience is underperforming
This service is best suited to brands with an established product offer and enough commercial traction to justify a more strategic ecommerce investment.
The difference between Website Essentials, Ecommerce and Bespoke
We separate our website services by business complexity, not by how many pages you want.
Website Essentials
A focused Squarespace website for businesses where the main goal is credibility, communication, enquiry or booking.
Best for comparatively straightforward customer journeys.
Website Ecommerce
A strategic Shopify website for product-led brands where product discovery, customer experience and conversion are central to the business.
It is designed specifically around the realities of ecommerce.
Website Bespoke
For businesses requiring complex functionality, custom tools, unusual customer journeys or digital experiences that cannot be served effectively within a conventional Shopify or Squarespace structure.
We lead the design and collaborate with specialist developers.
Why ecommerce design needs to be commercially led
Ecommerce exposes weak design decisions very quickly.
A confusing menu does not just look untidy. It hides products.
Poor hierarchy does not just feel busy. It makes customers work harder to understand value.
Generic product pages do not just weaken the brand. They make products easier to compare on price.
Strong ecommerce design helps reduce those problems.
We consider how design can support:
conversion
product discovery
perceived value
average order value
customer confidence
pricing power
cross-selling
mobile usability
retention
brand recognition
That is why we treat ecommerce design as part of the commercial infrastructure of the business, not simply a visual refresh.
How the process works
Website Ecommerce is typically delivered over approximately 10–14 weeks, depending on the size of the store, technical requirements and development setup.
Each stage includes structured feedback points to maintain alignment and pace.
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![Soley Creative reviewing an existing brand as part of the Brand Evolution process]()
1. DISCOVERY & COMMERCIAL CONTEXT
We begin with the business model, customer, product structure and commercial priorities.
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![Soley Creative team developing strategic visual positioning for a brand evolution project]()
2. CUSTOMER JOURNEY & SITE ARCHITECTURE
We map the key journeys, navigation and product discovery structure.
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![Creative direction and brand territory exploration at Soley Creative]()
3. CREATIVE DIRECTION
We establish how the brand should behave digitally and define the visual direction for the website.
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![Colour, typography and visual identity refinement during the Brand Evolution process]()
4. KEY PAGE DESIGN
We design the most commercially important templates first, typically including homepage, collection and product pages.
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![Brand identity development and creative direction at Soley Creative design studio]()
5. ECOMMERCE SYSTEM DEVELOPMENT
The wider digital system is expanded across the required templates and components.
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![Soley Creative refining and implementing an evolved brand identity system]()
6. DEVELOPMENT COLLABORATION
Approved designs are handed to the agreed development partner and we collaborate through implementation.
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7. REVIEW, QA & LAUNCH SUPPORT
We review the implementation against the approved creative direction and provide feedback prior to launch.
Structured review points are built throughout the project to keep decisions focused and momentum moving.
What Website Ecommerce
is not
Website Ecommerce is a design-led ecommerce service.
It does not include:
copywriting
full ecommerce strategy
merchandising management
paid media
email strategy
CRM management
ongoing CRO
ongoing SEO
photography or video production
product uploads unless agreed
catalogue management
stock management
fulfilment setup
ERP implementation
development unless explicitly included
ongoing Shopify management
We can collaborate with your internal team or specialist partners where these services are required.
The brand needs to be ready before the website is
A new ecommerce website magnifies the brand behind it.
If the visual identity lacks distinction or consistency, a bigger digital build will not solve that problem.
Where appropriate, we may recommend completing brand work first.
Brand Atelier
For brands requiring a new strategic identity before redesigning the ecommerce experience.
Brand Evolution
For established brands whose existing identity has equity but needs refinement before being applied to a new website.
Brand Engine
For brands needing a deeper visual and product architecture system across categories, customer journeys and digital environments.
Getting those foundations right makes the ecommerce investment work harder.
What happens after launch?
A strong ecommerce website creates a better commercial foundation, but the customer experience continues beyond the website.
Clients often move into:
Email Design
For a more consistent experience between ecommerce and retention channels.
Brand Growth Retainer
For ongoing design support across website content, campaigns and marketing assets.
Brand Guardianship Retainer
For ongoing senior creative direction and oversight as the brand expands.
Campaign Toolkit
For product launches, seasonal campaigns or major commercial moments.
Personalisation Tool
For product-led brands wanting to create a more interactive, configurable or personal shopping experience.
Investment
Website Ecommerce begins at:
£12,500 + VAT with most projects landing between £12,500-£18,000+ depending on scope
Investment depends on:
product range
number of templates
category complexity
customer journeys
integrations
international requirements
subscriptions or account functionality
personalisation requirements
stakeholder involvement
development complexity
existing brand maturity
Development is quoted separately where a development partner is required, unless explicitly included within your proposal.
This level of investment reflects the role the website plays in revenue generation, customer experience and long-term brand value.
MEET SOME OF OUR ECOMMERCE WEBSITE
Clients
We design ecommerce experiences for consumer brands across fashion, jewellery, beauty, wellness and lifestyle.
Website Ecommerce
Frequently Asked Questions
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Website Ecommerce is primarily designed for Shopify.
It provides a strong balance of ecommerce capability, scalability and practical day-to-day management for growing consumer brands.
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We lead the website design and creative direction.
Development may be completed by one of our trusted Shopify development partners or your existing developer, depending on the project.
Development costs are quoted separately unless specifically included.
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That depends on the requirements of the business.
Some projects can be delivered effectively using a high-quality theme as a technical foundation with significant design customisation. Others require a more bespoke approach.
We recommend the solution that makes the most commercial sense rather than complexity for its own sake.
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Potentially.
We would first assess whether the existing structure and technical setup are strong enough to build from.
In some cases, targeted improvement is more commercially sensible than a complete rebuild.
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Conversion principles are considered throughout the design process.
We do not provide an ongoing CRO programme, experimentation roadmap or conversion consultancy unless separately scoped with a specialist.
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No.
Copywriting is not included.
We will flag content issues where they materially affect hierarchy or customer understanding, but the final copy needs to be supplied by the client or copywriter.
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Yes.
Multi-market requirements can be accommodated, but localisation, languages, currencies, tax, shipping and technical internationalisation need to be scoped carefully.
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Yes, where appropriate.
The technical requirements and third-party applications need to be reviewed before scope and investment can be confirmed.
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Yes.
For brands where customisation is commercially important, our Personalisation Tool service can be scoped alongside or following Website Ecommerce.
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Most projects take approximately 10–14 weeks for the design phase, depending on complexity, content readiness and stakeholder availability.
Development timelines are agreed separately with the development partner.
Still have questions? Take a look at the FAQ or reach out anytime. If you’re feeling ready, go ahead and apply.
Your ecommerce website should do more than hold products.
It should make them easier to discover, easier to understand and easier to choose.
Website Ecommerce creates a Shopify experience designed around customer behaviour, commercial performance and the long-term value of the brand.