The 7 Evaluation Criteria
1. Speed Expertise (The Dealbreaker)
A Shopify store that loads in 4+ seconds loses 24% of visitors before they see a product. Speed isn’t a nice-to-have — it’s a conversion multiplier and Google ranking factor. Yet most Shopify agencies treat speed as an afterthought: they build the store, add apps, upload unoptimized images, and hand you a 5-second-loading store with a smile.
How to test: Ask the agency for 3-5 live URLs from their portfolio. Run each through Google PageSpeed Insights on mobile. Check Largest Contentful Paint (LCP).
| Agency’s Portfolio LCP (Mobile) | Signal |
|---|---|
| Under 2.0 seconds | Excellent — they know what they’re doing |
| 2.0-3.0 seconds | Acceptable — room for improvement |
| 3.0-4.0 seconds | Mediocre — speed isn’t a priority |
| Over 4.0 seconds | Walk away — they’ll build you a slow store |
Questions to ask:
- “What’s your target LCP for new store builds?”
- “How do you approach image optimization, JavaScript management, and app selection for speed?”
- “Can you show me before/after speed scores from a recent project?”
If they can’t answer these specifically, speed isn’t part of their process.
2. Conversion Focus (Not Just Design)
A beautiful store that doesn’t convert is expensive art. The agency should demonstrate understanding of e-commerce conversion principles: information hierarchy, product page structure, checkout optimization, mobile UX, and trust signal placement.
How to evaluate: Review their portfolio stores as a shopper, not an admirer. For each store, check:
- Can you find the price within 3 seconds of landing on a product page?
- Is the add-to-cart button visible without scrolling on mobile?
- Are reviews displayed prominently?
- Is shipping/returns information on the product page (not hidden in a footer page)?
- Does the checkout support express payment methods (Shop Pay, Apple Pay)?
If multiple portfolio stores have these basics wrong, the agency doesn’t think about conversion.
Questions to ask:
- “What conversion rate do your stores typically achieve?”
- “How do you approach product page layout for conversion?”
- “Do you offer ongoing CRO testing after launch?”
3. Technical Capability
Shopify development ranges from basic theme customization to complex custom builds with third-party integrations, custom Liquid development, and API connections.
Assess based on your needs:
| Your Need | Required Agency Capability |
|---|---|
| Theme-based store with brand customization | Basic Shopify development (most agencies) |
| Custom product page templates, advanced filtering | Intermediate Shopify development |
| Custom Liquid sections, dynamic metafield-driven layouts | Advanced Shopify 2.0 development |
| Third-party integrations (ERP, PIM, 3PL) | API and integration expertise |
| Headless Shopify (Hydrogen/Oxygen) | Specialized headless development |
| Multi-currency, multi-language, Shopify Markets | International e-commerce experience |
Questions to ask:
- “What’s the most technically complex Shopify project you’ve completed?”
- “Are you building on Shopify 2.0 section architecture?”
- “How do you handle custom functionality that apps can’t provide?”
4. SEO Knowledge
A new Shopify store or migration that doesn’t account for SEO loses organic ranking — potentially months of traffic. The agency should demonstrate understanding of: URL structure, 301 redirect mapping (critical for migrations), meta tag optimization, structured data implementation, sitemap management, and Shopify-specific SEO challenges (duplicate content from tag pages, collection pagination, etc.).
Questions to ask:
- “How do you handle SEO during a platform migration?”
- “Do you implement structured data (Product schema, FAQ schema, Organization schema)?”
- “How do you manage Shopify’s duplicate URL issue with collections?”
5. Portfolio Relevance
An agency that builds stunning fashion stores may have no experience with complex B2B catalogs or subscription products. Look for portfolio stores that match your business model, catalog size, and industry.
What to verify: Not just that the stores look good, but that they’re still live and performing. Ask for stores launched 12+ months ago — if they’re still running (and running well), the agency builds durable solutions. If their portfolio is full of stores that have been rebuilt by other agencies, that’s a warning sign.
6. Post-Launch Support
The launch is the beginning, not the end. A Shopify store needs ongoing: speed monitoring, CRO testing, app updates, theme updates, content updates, and seasonal campaign support. Agencies that build and walk away leave you with a depreciating asset.
Questions to ask:
- “What does your post-launch support look like?”
- “Do you offer ongoing retainer plans?”
- “What’s your response time for urgent issues?”
- “How do you handle theme updates and app conflicts?”
7. Communication and Process
During the project:
- How often will they provide updates?
- What project management tools do they use (Asana, Trello, Slack, email)?
- How many revision rounds are included?
- What’s the approval process at each stage (wireframes, design, development, QA)?
Red flag test: Send them an inquiry email. How long does it take to get a response? If pre-sale communication is slow, post-sale communication will be worse.
Pricing Models for Shopify Agencies
| Model | Typical Range | Best For |
|---|---|---|
| Fixed project pricing | $5,000-$50,000+ | New builds with defined scope |
| Hourly rate | $75-$200/hour | Custom development, ongoing changes |
| Monthly retainer | $2,000-$8,000/month | Ongoing optimization, CRO, maintenance |
| Value-based pricing | Varies | Complex projects tied to revenue outcomes |
Our recommendation: Fixed pricing for the initial build (clear scope, predictable cost) plus a monthly retainer for ongoing optimization. This gives you budget certainty for the launch and continuous improvement afterward. See our Shopify pricing →.
Red Flags When Evaluating Shopify Agencies
1. No live portfolio URLs. If they only show screenshots or mockups, you can’t verify speed, mobile experience, or current functionality. Insist on live URLs.
2. “We can do anything” with no specialization. Agencies that claim expertise in Shopify, WordPress, Magento, Wix, Squarespace, custom PHP, AND mobile app development are generalists. Shopify development requires platform-specific expertise — deep understanding of Liquid templating, Shopify 2.0 architecture, and the app ecosystem.
3. All design, no performance discussion. If the agency’s pitch focuses entirely on visual design without mentioning speed, conversion, or SEO, they’re building pretty stores that underperform.
4. No post-launch plan. An agency that hands you the keys and disappears isn’t a partner — they’re a contractor. Ask what happens after launch.
5. Recommending 20+ apps. If their solution to every requirement is “there’s an app for that,” your store will be bloated and slow. Good Shopify developers use native Shopify features and custom code where possible, reserving apps for functionality that genuinely can’t be built otherwise.
6. No migration experience (if you’re migrating). If you’re moving from WooCommerce, Magento, or another platform, the agency MUST have migration experience. A botched migration can lose years of SEO rankings. Ask for specific migration case studies.
The Evaluation Process
Step 1: Create a Brief (Before Contacting Agencies)
Define: what you’re building (new store, redesign, or migration), your product catalog size and complexity, must-have features, your budget range, your timeline, and 3 portfolio stores from other brands that represent your target quality level.
Step 2: Shortlist 3-5 Agencies
Sources: Shopify Partner Directory (experts.shopify.com), Clutch.co, referrals from other e-commerce brands, and agencies whose content demonstrates expertise (blog posts, case studies, guides like this one).
Step 3: Send Your Brief and Evaluate Responses
Send the same brief to all agencies. Compare: how quickly they respond, how relevant their questions are, whether they suggest improvements to your brief (good sign), and whether they provide a ballpark range without a 45-minute sales call.
Step 4: Review Portfolios (Speed Test Included)
For each agency, test 3-5 portfolio stores on PageSpeed Insights. Evaluate as a shopper on mobile. Check conversion elements.
Step 5: Proposal Review and Decision
Compare proposals on: scope match, pricing, timeline, team allocation, post-launch support, and contract terms. Choose the agency that best balances quality, speed expertise, and value — not just the cheapest or the most expensive.
Frequently Asked Questions
How much should I expect to pay for a Shopify store?
Theme-based builds: $5,000-$15,000. Semi-custom: $10,000-$25,000. Fully custom: $20,000-$50,000+. These ranges apply to competent agencies delivering conversion-optimized stores. Below $5,000, you’re likely getting a theme installation with minimal customization. Above $50,000, you’re likely getting enterprise-level custom development. Full cost breakdown →
Should I choose a Shopify-only agency or a multi-platform agency?
Shopify-only (or Shopify-primary) agencies typically have deeper platform expertise. Multi-platform agencies may offer broader strategic perspective but shallower Shopify-specific knowledge. For a Shopify build, prioritize Shopify depth.
How long should a Shopify build take?
Theme-based: 3-4 weeks. Semi-custom: 4-6 weeks. Fully custom: 6-12 weeks. Any agency promising a custom Shopify store in 1 week is either template-swapping (not custom) or cutting corners on QA and optimization.
Can I switch agencies mid-project?
Technically yes, but it’s expensive and disruptive. The new agency needs to understand the existing work, which adds 1-3 weeks and additional cost. Better to evaluate thoroughly upfront and choose right the first time.
What if I’m not happy with the design?
Clarify the revision process before signing. Most agencies include 2-3 rounds of revisions at each stage (wireframes, design, development). Beyond that, revisions may incur additional fees. The brief and approval process at each stage prevents major surprises — if you approve the wireframe and then want fundamental layout changes during development, that’s scope change, not revision.
Next Steps
Looking for a Shopify agency? We build conversion-optimized Shopify stores with sub-2-second load times, starting at $5,000 for theme-based builds and $8,000-$15,000 for semi-custom. Get a free store audit and proposal →
Keep reading:
- Shopify Store Setup Cost: Complete 2026 Breakdown →
- Shopify Speed Optimization: 15 Tactics That Actually Work →
- How to Choose an E-Commerce Agency →
Last Updated: March 2026