ShopOps weekly

Hi there,

Jon here.

Two Shopify stories worth your time today:

• a redesign that improved product discovery for a 25-year retailer
• a jewellery brand that grew to $250K/month starting with one ring

If you run paid ads or manage a Shopify store, this issue might be worth forwarding to a teammate.

Also in today’s issue:

• New Shopify expert listings
• Two services worth knowing about
• Quick pulse check

If this was forwarded to you, subscribe here 🔒

Case Study: Rebuilding a 25-Year-Old Retailer on Shopify

When a brand has been around for decades, redesigning the store can be risky.

But when Achilles Heel, one of the UK’s longest-running running retailers, celebrated its 25th anniversary, they decided it was time to modernize.

The goal wasn’t just a visual refresh. It was to make it easier for runners to quickly find the right gear and complete purchases without friction.

The Shopify rebuild was led by Has Merit.

What changed

Instead of modifying the old store, the team built a fully custom Shopify storefront designed around how runners actually shop.

The work focused on a few key improvements:

• Better product discovery so customers could quickly find the right shoes and gear
• A simpler path to purchase across product pages and checkout
• Faster site performance across the entire store
• A design that matched the brand’s updated identity

After launch, the improvements translated into stronger commercial performance and higher revenue.

Lesson:
A redesign shouldn’t just make a store look better.
It should make buying easier.

👉 Read the full case study or connect with Has Merit

Brand Story: From One Ring for Groceries → $250K/Month

After losing her home and income due to chronic illness, Janine began selling handmade jewellery one piece at a time – splitting every sale between groceries and reinvestment. That survival strategy evolved into Desiderate, a $250K/month Shopify brand built on repeatable designs, smart SEO and Meta ads, strong retention, and systems resilient enough to run without her.

👉 Read the full brand story

We’d love to hear your story and feature it next week!
Submit it here.

New Expert Listings

❋ Dzenana Delibasic – Front-End Developer

Many Shopify stores look great at first glance. But under the hood, they’re slow, fragile, and difficult to scale. Dzenana specializes in building storefronts that are both fast and technically solid.

Focus areas include:

• custom Shopify themes and architecture
• React / Vue storefront interfaces
• Shopify API integrations with CRMs and operations tools
• site speed, SEO, and UX improvements

A strong option for brands that need a developer who understands both frontend performance and Shopify’s backend systems.

❋ InsCoder Limited – Shopify Agency

InsCoder Limited is a Hong Kong-based Shopify Platinum Partner focused on scalable ecommerce systems.

They work with brands on:

• branding and design
• Shopify store builds
• technical development and integrations
• ongoing store management

Particularly relevant for brands expanding internationally or building more complex Shopify setups.

Know someone who belongs in the directory? Send them our way.

Featured Packaged Services

Profit Analytics for Shopify Stores

One of the biggest problems we see with Shopify brands:

They know revenue.

But they don’t actually know profit.

Ad spend, shipping costs, packaging, and discounts all eat into margins – and standard Shopify reports rarely show the full picture.

Digismoothie’s Profit Analytics service connects all of that data into one dashboard.

What you get:

• a single profitability dashboard combining Shopify, ads, and logistics
• tracking for product costs, shipping rates, and operational expenses
• integrations with Meta Ads, Google Ads, and fulfillment platforms
• support for multiple Shopify markets and custom reporting

For brands spending heavily on ads, this kind of visibility can change decision-making fast.

👉 Learn more about the Profit Analytics packaged service

Shopify Store Redesign

If your store hasn’t been redesigned in a few years, it’s usually not just a visual problem.

Conversion issues often come from outdated UX, slow pages, or product pages that don’t guide buyers clearly.

A typical Shopify redesign includes:

• UX audit and competitor analysis
• updated homepage and collection page layouts
• improved product page structure and conversion elements
• mobile-first design improvements
• theme performance optimization
• migration or rebuild of existing store content

The goal isn’t to make the store prettier.

It’s to make buying easier.

👉 View Tom Hooker’s redesign packaged service

❤️ Quick Pulse Check

What kind of expert would help your store most right now?

A) Paid ads specialist
B) Shopify developer
C) CRO / conversion expert

Reply with A, B, or C.
(We read every response.)

- Jon and the shopexperts team

P.S. We’re always looking for strong Shopify stories, case studies, and operators to feature. If you know someone doing interesting work in the ecosystem, send them our way.

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