Beauty & fragrance
Sampling programmes, shade and scent finders and refill subscriptions are all native Shopify mechanics — and all need per-market ingredient compliance content.
London · United Kingdom
Shopify Agency for London Brands Selling Into Europe
Every EU order you send is now an export, whether or not your checkout knows it. We build Shopify stores that price, tax and clear across the Channel before the customer ever meets a courier holding an invoice.
London runs seven hours ahead of our Albuquerque office, so the overlap is your afternoon and our morning — roughly 4pm to 7pm UK time. We schedule calls in that window and use the non-overlapping hours for build work, which means you tend to wake up to progress rather than to questions.
The market
What selling online in London actually looks like
London's product economy is far less glamorous and far more interesting than the tech-and-finance headline suggests. Park Royal in the west is one of Europe's largest industrial estates and quietly produces a huge share of the food and drink the city sells. Hatton Garden is still a working jewellery quarter where family cutters, setters and dealers have traded for over a century, and it now supplies a generation of direct-to-consumer fine jewellery labels. Bermondsey and Hackney hold the brewers, roasters and food producers. New Covent Garden in Nine Elms remains the country's biggest fresh produce market. These are small firms with real inventory, not app companies.
The consumer-brand layer sits on top of that: beauty and fragrance, which London does at world level; streetwear and independent fashion out of east London; sports nutrition and supplements; homeware and interiors; and a very large tier of specialist retailers who were catalogue or market-stall businesses ten years ago and are now doing seven figures on Shopify. The shared constraint is a domestic market of 68 million with the next 450 million customers sitting across a customs border, and a delivery culture where next-day is a baseline expectation rather than a premium upsell.
All services · London
How we help London brands sell more
Each page covers how we run that service specifically for London brands — the local context, the constraints, and what we deliver.
Design & Build in London
Custom Shopify and Shopify Plus storefronts designed around your catalogue, built in clean Liquid, and launched with a measured conversion baseline.
Plus & Headless in London
Plus-tier engineering for brands that have outgrown a standard theme: checkout extensions, Shopify Functions, B2B, Markets and headless Hydrogen storefronts.
Migrate to Shopify in London
Move to Shopify with your catalogue, customers, order history and organic traffic intact. Redirect parity is signed off before we touch DNS.
Conversion Optimisation in London
A continuous experimentation programme on your Shopify store: research, hypotheses, prioritised tests and every result reported in full, losers included.
eCommerce SEO in London
Technical and content SEO built for Shopify catalogues, plus generative engine optimisation so your products surface inside AI answers.
Google Ads in London
Google Ads for Shopify catalogues: Merchant Center feed health, Shopping and Performance Max structure, brand and non-brand separated, and weekly query mining.
Meta Ads in London
Facebook and Instagram for Shopify brands: Advantage+ and catalogue campaigns, Conversions API signal repair, a creative cadence that outruns fatigue, and geo holdouts to check the claim.
Marketplace Channel in London
Amazon, TikTok Shop and Walmart run as a discovery channel that feeds your Shopify store, with listings, PPC and margin managed together.
Klaviyo Email & SMS in London
Klaviyo built as a retention system: behavioural flows, RFM segmentation, SMS used sparingly, and owned channels pushed toward 25-40% of total revenue.
Creative & Content in London
Static, video and UGC creative produced on a monthly testing calendar, plus the product photography and page content your store and ads run on.
Analytics & Data in London
GA4, server-side tracking, Conversions API and consent mode implemented properly, plus reporting that ties every channel back to contribution margin.
Apps & Support in London
A named Shopify developer and strategist on a fixed sprint cadence: app stack owned, theme kept clean, ranked backlog shipped every month. The first stabilisation pass typically cancels around $1,840/mo of redundant app spend.
Verticals
Who we build for in London
The categories that dominate London’s commerce economy — and what each one needs from a Shopify build.
Fine jewellery & watches
Bespoke and made-to-order flows need deposits, appointment booking and lead-time honesty, plus fraud rules that do not decline your best orders.
Independent fashion & streetwear
Drops, waitlists and size-run allocation need real inventory logic behind them, not a countdown timer bolted onto a product page.
Food, drink & specialist grocery
Age verification, chilled and ambient split shipping, and per-country restricted-goods rules all belong in shipping profiles and checkout logic.
Sports nutrition & supplements
Subscription cadence tied to consumption plus post-purchase upsells is the difference between a one-off tub and an annual customer.
Districts we work across
ShoreditchSohoHatton GardenPark RoyalBermondseyPeckham
Why us, here
What we do differently for London brands
DDP as the default, not an option
European buyers should see one number and pay it once. We configure duty and import tax collection at checkout so nothing is owed on delivery, which is the single biggest fix available to most UK stores selling into the EU.
Rules of origin, not just commodity codes
Zero-tariff treatment under the UK–EU agreement depends on where goods actually originate, which catches out brands reselling imported product. We make sure the product data supports the claim you are making at the border.
Speed on a real device, on a real network
A large share of London traffic arrives on mobile, on patchy connections, from paid social. We budget scripts and test on that reality rather than on a desktop over office wifi.
Proof
Results from comparable brands
Client names withheld under NDA. Figures come from their own Shopify Analytics, GA4 and Search Console.
All case studiesPremium Skincare (DTC)
8-figure DTC brand, ~140 SKUs, US + CA · Shopify Plus (migrated from Magento 2)
Magento 2 cost $9k a month in hosting, extensions and emergency dev before a single feature shipped. Mobile LCP sat at 5.4 seconds and mobile converted at less than half the desktop rate across 68% of sessions. The named constraint: 11,412 indexed URLs and a top-3 organic position on their hero category, so a migration that lost rankings would cost more than the platform ever saved.
+41%mobile conversion rate1.62% to 2.28% over the first 90 days post-launch
5.4s → 1.8smobile LCP75th-percentile CrUX field data, not lab
+27%organic sessionssix months post-migration vs. pre-migration baseline, branded queries excluded
$108k/yrplatform cost removedhosting, extension licences and the standing emergency dev retainer
Performance Apparel (DTC)
~$6M/yr DTC, 900+ SKUs across size and colour variants, US · Shopify Plus
Returns ran at 31% and refund cost consumed the entire paid media margin. One size chart image served 40 different fits, and 62% of add-to-carts started on a collection page that never showed variant availability. The named constraint: no new product photography budget, so every fix had to come out of the existing asset library and the review corpus.
+29%sitewide conversion rate1.71% to 2.21%, five-month average
+14%average order value$84 to $96 once the threshold bar and cross-sell shipped
31% → 22%return ratenine-point drop, roughly $310k/yr in recovered margin
1.9x → 2.4xblended MERwith paid spend held flat throughout
FAQ
Working with us from London
No. ConversionEX is based in Albuquerque, New Mexico, and we serve UK clients remotely. There is no London entity, no London staff and no serviced-office address on our site. We would rather say that than let you find out later.
Register for IOSS so consignments under €150 clear with VAT already paid, set up per-country markets in Shopify with local currency and local pricing, and switch shipping to a delivered-duty-paid service. That combination removes the doorstep charge, which is what actually kills EU conversion. Anything more complex — a fulfilment node inside the EU, local VAT registrations — only makes sense once volume justifies it.
Only when EU revenue is consistent enough that freight savings and delivery times beat the cost of holding split inventory. Below that, cross-border shipping with duties handled at checkout is usually cheaper and always simpler. The mistake is opening a Netherlands 3PL on the strength of one strong quarter and then running two stock pools that both go out of sync.
Shopify calculates UK VAT once your registration is in place, and it supports zero-rated and reduced-rate categories through product tax overrides. The part that goes wrong is edge cases: children's clothing, most food, books, and mixed baskets that combine rates. We check those against your actual catalogue rather than assuming the default is right.
Yes, and it is one of the most common projects we run. The risk that matters is not moving products, it is preserving search visibility — URL structure, redirect mapping and content parity. We build the redirect map before the catalogue migration and treat organic traffic as the acceptance test, not the theme.
Nearby
Other markets close to London
France
Paris
France buys differently: its own card scheme, pickup points over doorsteps, instalment payment as standard, and a sale calendar set by decree. We build Shopify stores that respect all four.
NetherlandsAmsterdam
A small home market attached to the best distribution network in Europe. We build Amsterdam brands a Shopify store that sells in Dutch at home and in four more currencies across the border.
IrelandDublin
Ireland is a small home market attached to two enormous ones. We build Shopify stores that sell into the single market and into the States from one storefront, in euro and in dollars.
Next step
Let’s talk about your London store.
Thirty minutes with the strategist who would actually run your account. We screen-share your store, read your data live, and tell you the three highest-value things we can see from the outside.
Shopify or Shopify Plus stores doing $150k/mo or moreFounder, CEO or eCommerce lead on the callNo deck and no pitch — we open your store instead
Prefer to write it out? [email protected] gets a real reply the same business day, Mon-Fri, 9am-6pm MT.