Shopify & E-commerce

Commerce built for conversion.

Shopify Plus. Headless. D2C at scale.

₹10Cr+

GMV enabled

Shopify Plus stores

< 2s

LCP target, mobile

93%

Client NPS score

Flat white carton packaging laid out on a pale surface

Overview

We architect Shopify Plus stores, custom apps, and headless commerce experiences for D2C brands that have outgrown standard themes and off-the-shelf apps. From payment gateway integration to custom inventory logic, we build commerce systems that handle real traffic and real revenue — without the performance debt that slows most Shopify stores down.

The Problem

D2C brands hit a Shopify ceiling around ₹5–10Cr GMV. Their theme is slow, their checkout cannot handle bundles, their returns flow is manual, and their analytics dashboard is three spreadsheets and a prayer. Standard Shopify Plus agencies build themes — they do not solve these problems.

Our approach

We start with a commerce audit: page speed, checkout conversion funnel, app stack debt, and integration gaps. We build custom Shopify apps for complex logic (subscriptions, bundles, loyalty), use Shopify Hydrogen for headless where performance demands it, and integrate payment gateways (Razorpay, Stripe) with proper webhook handling. Every store we ship passes Core Web Vitals on mobile.

Deliverables

Shopify Plus store build
Custom Shopify app development
Payment gateway integration
Headless (Hydrogen) builds
Core Web Vitals optimisation
Analytics and conversion tracking

Tech stack

Shopify PlusShopify LiquidHydrogenReact 19Next.js 15RazorpayStripeTypeScriptTailwind CSSGraphQL

In practice

The peak is the specification

A storefront is sized against its worst hour, not its average one. GamesTheShop carried 48,000 concurrent users on launch day at a 1.1-second page load, and that came from splitting the read path from the write path rather than from a faster theme. The storefront API is tuned for customer-facing concurrency. A separate back-office API owns the catalogue, orders and fulfilment, and owns the write model. Cart and stock state sit in Redis; product search sits in OpenSearch on two nodes. That split is decided before the catalogue is loaded, and the launch-day figures are what production recorded rather than what a projection promised.

The money path is verified, not trusted

Payments are where a storefront quietly loses money. The rule we hold to is that a signed callback is verified before an order progresses — no order state moves on the strength of a browser redirect. Payment work runs on its own queue worker, so a gateway timeout delays a confirmation instead of dropping a transaction. India-facing builds carry UPI, GST e-invoicing and Razorpay wiring inside the build rather than after it; we are a Razorpay Technology Partner, and tax and settlement are treated as parts of checkout, not as a plugin decision.

Where a storefront actually fails

Storefronts rarely fail on the theme. They fail at the integration layer — the courier API that stops answering, the digital-key supplier that returns a duplicate, the messaging provider that rate-limits at exactly the wrong hour. GamesTheShop calls out to integrations with one scoped responsibility each: payments, courier and tracking, key fulfilment, customer identity, transactional email, WhatsApp and SMS. Each of those calls is handled by a worker rather than inside the shopper’s request, so a slow or absent integration degrades one function instead of presenting to the shopper as a checkout that hangs.

What you own after launch

You own the source, the schema, the infrastructure definitions and the documentation. GamesTheShop is provisioned as infrastructure as code with AWS CDK in AWS ap-south-1, so the environment can be rebuilt by an engineer who did not write it. Exportability is the test we apply to commerce as strictly as to anything else: if you could not reconstruct catalogue, customers and order history from an export inside one working day, you have a silo with an API page. Multi-vendor builds hold vendor payout and GST e-invoice handling to the same rule.

Where this has run

GamesTheShop

A custom microservices platform for one of India’s largest gaming retailers — games, consoles, collectibles and digital keys. We own the architecture and run the infrastructure under an SLA engagement.

48,000 concurrent users on launch day, 1.1-second page load, 34% conversion lift. Reference architecture verified in production on 3 July 2026.

Neurobloom

Guided consultation and personalised recommendation in place of a category tree, built on conversational AI with a fine-tuned model.

58% higher average order value, 71% consultation completion, and cross-border expansion into the UAE inside four months.

Shopify practice — D2C

Store architecture, theme engineering and launch for consumer and medical-device brands across India and Germany: XY Essentials, Beelicious / Beeyou, Veda Naturals Germany, Tramora, Noctur, Devastram, Vein Mate.

German and EU data-protection obligations under DSGVO / GDPR, including processor agreements, delivered on live client work.

Questions

What buyers ask about this specifically.

Whichever the catalogue and the money path require. Shopify Plus and Hydrogen carry a brand build well, and most of our D2C work sits there. GamesTheShop does not: digital game keys, pre-orders and launch-day concurrency needed a write model we controlled, so it runs as Node/Express and Django microservices on ECS Fargate. That decision is settled in the architecture record, with the effort for each option stated in person-days, before production code begins.

By sizing against the peak before the build, and by publishing what production then recorded. The GamesTheShop architecture is published band by band — front door, services, data plane, integrations — with compute, availability and the money path stated as facts rather than drawn as a diagram. Cart state, search and the write model are separated so the read path scales without touching order integrity. The 48,000-user, 1.1-second launch-day figures are production measurements, verified on 3 July 2026 — not a reassurance about headroom.

Either of us, decided in advance. We hold SLA engagements where we own the architecture and run the infrastructure, with defined response windows and a quarterly service review. Or we hand over: source, schema, infrastructure definitions as code, and a runbook, to a team that can hire for the stack — which is why the stack is deliberately conventional. Both outcomes are planned for from day one rather than treated as an exit.

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