Checkout Extensibility Build
Checkout UI extensions for trust content, delivery choice, gifting and post-purchase upsell. Native, upgrade-safe, and no longer dependent on checkout.liquid.
London, UK
Shopify Plus & Headless Commerce in London
Plus builds for London brands running one admin across the UK, the EU and a wholesale book that predates the website.
Delivered remotely for brands across London and United Kingdom.
Scale · London
Why London brands come to us for this
- Shopify Markets per EU country, with local price lists, correct VAT treatment and duty collected at checkout
- Checkout UI extensions carrying the delivered-duty-paid message where the buyer actually decides
- B2B on Shopify replacing the emailed order form your trade customers have used since the last Top Drawer
- Commodity code and origin data held as structured metafields so customs paperwork stops being retyped
- Hydrogen only when the case is real — and a written reason when the answer is that it is not
Most London brands arrive at Plus for one of two reasons, and they are rarely the reason on the sales deck. Either the EU has become complicated enough that running markets, currencies and duty rules through apps has stopped scaling, or a wholesale business that has existed since a stand at Pure London or Top Drawer is still being run on emailed order forms and a spreadsheet of trade prices. Both are Plus problems. Neither is a theme problem.
Markets is the first lever. Per-country catalogues so a product you cannot legally sell in one EU state simply is not there, price lists set locally rather than converted, domain or subfolder routing with hreflang that agrees with itself, and duty collection configured so a Milan customer is never handed a bill by a courier. Checkout extensibility is the second: delivery-choice content, a clear duty-paid statement, gifting and post-purchase upsells built as native extensions rather than the checkout.liquid edits that used to hold this together.
B2B on Shopify is where the London wholesale story gets interesting. Company profiles with multiple buyers, price lists per account, payment terms, minimum quantities and a self-serve reorder portal — running on the same catalogue and the same stock pool as your DTC store, which is the whole point. And Hydrogen: we build it when there is a genuine content or performance case, and we tell you plainly when your problem is a 900KB hero image and four apps rather than an architecture.
Local context
Plus earns its keep at the border and in the trade book
For a London brand the Plus features that pay for themselves are almost never the ones demoed. They are Markets configured per EU country with correct VAT treatment and duty collection, Functions writing your own delivery and discount logic instead of stacking three apps that each want a subscription, and B2B replacing a wholesale portal that was bolted on when the trade side outgrew email. We also design for the post-Brexit reality that your commercial data has to support the claim you make at the border: commodity codes and origin held as structured metafields, flowing into the customs paperwork rather than being retyped by whoever is packing that day. The delivery rhythm accounts for the seven-hour gap — technical decisions get written down as a documented native-versus-custom call you can read at 9am UK, and the live discussion happens in the late-afternoon overlap.
Scope
What Plus & Headless includes
The same standard of work we run for every client — applied to a London brand’s realities.
Full service detailShopify Functions
Custom discount, delivery and payment-method logic written as Functions. Volume tiers, bundle pricing and B2B rules run server-side instead of via three stacked apps.
B2B on Shopify
Company profiles, price lists, payment terms, quantity rules and a self-serve reorder portal. Wholesale and DTC on one catalogue, one inventory, one admin.
Shopify Markets & Localisation
Multi-currency, multi-language, market-specific catalogues, domain routing and correct hreflang. Expansion without a store-per-country sprawl.
Headless Hydrogen Storefront
Hydrogen on Oxygen with the Storefront API, edge caching and streaming SSR. We build this only when the performance or content case is real, and we say so when it isn't.
ERP, PIM & 3PL Integration
NetSuite, Business Central, Akeneo or a 3PL wired in through a documented middleware layer with retry logic, error alerting and a reconciliation report.
Scoped and quoted for your London store
We do not work off a rate card. Every London engagement starts with a fixed statement of work — named deliverables, named dates, one number — written after we have looked at your store, not before. If a smaller first step would serve you better, we will say so.
Get this scopedHow it runs
From kickoff to results
Technical Discovery
We map your systems, order flows and edge cases end to end, then document where data breaks today. Output is an architecture diagram you can hand to any engineer.
Solution Design
Native-versus-custom decision for every requirement, with cost and maintenance load attached. Plenty of requests get answered with a $0 native setting.
Build in Sprints
Two-week sprints in a dev store with a staged demo at the end of each. You see working software every fortnight, not a status deck.
Load & Failure Testing
Peak-traffic simulation, payment-failure paths, partial-sync recovery and a rollback plan. We break it in staging so BFCM doesn't break it live.
Launch & Enablement
Phased rollout, monitoring dashboards and training for ops and finance. Every custom component ships with a README and a named owner.
Proof
Plus & Headless results
Anonymised under NDA. Figures pulled from the client’s own analytics.
Supplements (Subscription DTC)
~$4.2M/yr, 60% subscription revenue, 22 SKUs, US · Shopify Plus (Recharge, Klaviyo)
Monthly subscription churn hit 9.4% and the cancel flow was a single button on a hosted page nobody had touched in three years. Support processed 340 subscription changes a month by hand because customers could not do it themselves. The named constraint: no forced logins. The brand refused to gate account access behind a password reset, which ruled out every off-the-shelf portal.
9.4% → 6.1%monthly subscription churnheld for five consecutive months, not a single-month dip
+34%12-month customer LTV$187 to $251 on the subscriber cohort
19% → 38%of revenue from email + SMScategory benchmark for a healthy program is 25-40%
-71%subscription support tickets340/mo to 98/mo after the self-serve portal launched
Home Goods & Furniture
~$11M/yr, 2,300 SKUs, configurable upholstery, US · Shopify Plus + Hydrogen storefront (Oxygen)
Fabric, leg and size options turned 2,300 SKUs into more than 40,000 variant permutations, and the Liquid theme rendered a configurable PDP in 6.9 seconds on mobile. Collection filtering ran client-side, so 40% of shoppers left before the first product painted. The named constraint: the ERP stayed. It was the single source of truth for stock and lead times and was not up for replacement.
6.9s → 1.4smobile LCP75th-percentile field data on configurable PDPs
+64%CVR on configurable products0.44% to 0.72%. Sitewide conversion rate rose 23%
+52%organic sessionsserver-rendered facets made 1,900 filter combinations indexable for the first time
+$2.4Mincremental annualized revenuemonth-8 run rate vs. the pre-build baseline
In their words
Clients on this work
Reorder time 20 min → 3 min
“We sell wholesale into about 400 accounts and were still taking reorders by email like it was 2009. They built the B2B catalog on Shopify with net-30 terms and per-account price lists, and moved our whole rep team onto it in one week. Average reorder went from roughly 20 minutes of back-and-forth to under three.”
Director of WholesaleFood & beverage brand, ~$22M/yr · Dallas, TX
Verified client, 2025LCP 4.1s → 1.3s
“A Hydrogen build plus a NetSuite sync that our own team had failed at twice. Inventory finally matches between the warehouse and the storefront, which sounds boring and is the most valuable thing anyone has done for us this year. LCP went from 4.1s to 1.3s. The honest part: the first six weeks felt slow and I genuinely wasn't sure we'd picked right — it only clicked once we moved to a standing Thursday call with the engineers instead of account-manager summaries.”
CTOJewelry brand, ~$18M/yr · New York, NY
Verified client, 2026FAQ
Plus & Headless in London — your questions
Almost never, and it is an expensive mistake to make twice. Markets gives you per-country catalogues, pricing, currency, language and domain routing from one admin and one inventory pool, which is exactly what a store-per-country sprawl fails to keep in sync. The narrow exception is a country with a legal or fulfilment requirement so different that it needs its own operation, and that is a decision you make on evidence, not on ambition.
Yes, and that is the workflow to design for. Wholesale buyers reorder from a code list, not a collection page, so we build quick-order and CSV upload paths, saved order templates and reorder-from-history alongside the catalogue. Combined with account-level price lists and payment terms, most trade customers stop emailing the sales inbox within a couple of cycles.
They put the answer where the doubt is. A checkout extension can state plainly that import duty and VAT are included and nothing will be owed on delivery, alongside the delivery choice the customer is making. That single line removes the most common EU abandonment reason for a UK seller, and because it is a native extension it survives Shopify upgrades in a way checkout.liquid edits never did.
Not on its own. Multi-market complexity is a Markets and Functions problem, not a rendering problem, and Hydrogen adds a codebase you have to staff. The cases where we do recommend it are heavy editorial content models, or a genuine need for frontend behaviour Liquid cannot express. If your Core Web Vitals are poor because of apps and images, headless will hide that for a while and then bring it back.
Usually not. A well-built Liquid theme hits sub-2s LCP and costs a fraction to run. Headless earns its keep when you need a custom front-end framework, a heavy CMS-driven content layer, or interactive product configuration Liquid cannot serve. We will talk you out of it if the numbers don't hold.
No. Shopify has retired it in favour of checkout extensibility, and anything still running on it is on borrowed time. We migrate custom checkout logic into checkout UI extensions and Functions, which survive platform upgrades instead of blocking them.
For most mid-market brands, yes. Company accounts, per-company price lists, net payment terms and quantity rules cover the majority of wholesale workflows natively. Where it falls short is complex quoting and contract pricing, which we handle with Functions or a light custom app.
Next step
Plus & Headless for your London brand.
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.