Start a conversation
Custom e-commerce

An online store built for how you sell.

Every store I build is coded from scratch: the storefront, the checkout, the payment processor you choose and the back office your team runs it from. No themes, no app subscriptions, no platform rent. Just a store that works the way your business does.

Talk about your store See what’s possible
Hearthstone BakeryShopAbout2

Baked this morning. Gone by noon.

Order ahead for pickup, Thursday to Saturday.

Order for pickup
Country sourdough$9
Cinnamon rolls, 4$14
Blueberry pie$28

Tap a business and watch the store rebuild itself. Every one is coded from scratch.

Everything you’d expect

Everything Shopify does. Built in, not bolted on.

On platforms like Shopify, many of the features stores rely on are separate apps with their own monthly fees: reviews, subscriptions, loyalty, upsells. In a store built for you, they’re simply part of it.

Selling

  • Products, variants and collections Sizes, colors and options with their own price, stock and photos.
  • Search and filters Shoppers find the right item fast, even in a big catalog.
  • Discounts and promo codes Percent or dollar off, free shipping, buy one get one, stacked or automatic.
  • Bundles and upsells Frequently bought together, and one-click offers after checkout. Usually a paid app on Shopify
  • Product reviews with photos Verified-buyer reviews that also show up in Google results. Usually a paid app on Shopify
  • Pre-orders and back-in-stock alerts Keep selling when an item runs out, and email people when it returns. Usually a paid app on Shopify

Getting paid

  • Fast mobile checkout Guest checkout, saved details and as few steps as possible on a phone.
  • Cards and wallets Apple Pay and Google Pay through your processor, plus cards on file.
  • Taxes and shipping rates Calculated at checkout by location, weight or order total.
  • Subscriptions and repeat orders Weekly, monthly or custom schedules customers can manage themselves. Usually a paid app on Shopify
  • Gift cards Sell digital gift cards and accept them at checkout.
  • Fraud screening Your processor’s risk checks flag suspicious orders before you ship.

Running the shop

  • Inventory that never oversells Stock is held the moment someone checks out, down to each size and color.
  • Orders, refunds and returns Full and partial refunds, return requests and exchanges in one place.
  • Shipping labels and local pickup Print labels, offer pickup, or run your own local delivery.
  • Wholesale and trade pricing Separate prices, minimums and invoicing for business customers. Usually a paid app on Shopify
  • Staff accounts and permissions Everyone gets their own login with access to what they need.
  • Analytics and reports Revenue, conversion, sources, products and customers, live.

Growing

  • Abandoned cart emails Automatic reminders that win back carts people left behind.
  • Email and text marketing Welcome, win-back and launch emails built in, or connected to Klaviyo or Mailchimp. Usually a paid app on Shopify
  • Loyalty and rewards Points, perks and referral rewards that bring customers back. Usually a paid app on Shopify
  • SEO and a blog Clean pages, product markup and articles that help you get found.
  • 31 languages Visitors pick their language from a globe in the header.
  • In-store sales Your processor’s card reader can sell from the same inventory.

Pick the features your store needs. You don’t pay for the ones you don’t, every month, forever.

Built from scratch

Rules no theme can handle.

Templates decide how your store works. Mine start from how your business works. Every rule is written into the code and works on both sides of the counter: what your customer sees, and what your team gets.

We bake Thursday to Saturday. Stop letting people order bread for a Monday.

The brief, from Hearthstone Bakery (sample business)

What the customer sees

Country sourdough $9

Choose a pickup day

Orders for Fri 17 close Thu at 2 pm.

What your team sees

Bake list sourdough loaves

  • Thu 1612
  • Fri 1718
  • Sat 1822

Mon to Wed: no orders accepted

  • Closed days can’t be chosen, even by tampering with the page
  • Orders for a day close at 2 pm the day before
  • Every baking day gets its own bake list
1 of 6

Your rule isn’t here? That’s the point. If you can describe how it should work, it can be built. Tell me yours.

The back office

Everything behind the buy button.

The storefront is half the job. Here’s one working day at Mainely Baits, told through the real back office I built for it.

  1. Overview

    Coffee, then the numbers.

    Open orders, customers, live products and low stock, all on one screen before the shop opens.

    Overview screen in the Mainely Baits back office, on a phone

  2. Order desk

    Four orders came in overnight.

    Every order lands here with the customer, the time, its status and its value. Search by name or number, or filter by status.

    Order desk screen in the Mainely Baits back office, on a phone

  3. Fulfillment

    Pack it, mark it, move on.

    Parts, pack sizes, the shipping address and totals on one page. The status moves from New to Packed to Shipped, and the customer hears about it.

    Fulfillment screen in the Mainely Baits back office, on a phone

  4. Inventory

    Split rings are running low.

    Stock drops with every sale. The low-stock view says what to reorder, and an edit can’t overwrite a sale made a moment earlier.

    Inventory screen in the Mainely Baits back office, on a phone

  5. Product editor

    A change, live before lunch ends.

    Name, description, photo, and a price and stock count for every option. The owner edits it, and the store updates right away.

    Product editor screen in the Mainely Baits back office, on a phone

  6. Customers

    Who’s buying, and how often.

    A customer book with order counts, lifetime value and contact details, ready for a thank-you note or a restock email.

    Customers screen in the Mainely Baits back office, on a phone

  7. Analytics

    How did today go?

    Revenue, conversion, where shoppers came from and what sold, without exporting a single spreadsheet.

    See the dashboard
Mainely Baits · back office
Low stockSplit rings · 6 packs left
SavedLive in the store now

Closed for the day

  • 4orders packed
  • 5parts flagged to reorder
  • 1product updated

The Mainely Baits back office, with sample orders.

Store analytics

Know exactly how your store is doing.

Every store comes with analytics built into the back office: where sales come from, where shoppers drop off, what sells and who comes back. No add-on subscription and no exporting spreadsheets.

Mainely BaitsSample data
Revenue$18,240▲ 14.2%
Orders434▲ 11.8%
Average order$42.03▲ 2.1%
Conversion rate3.06%▲ 0.3 pts
Returning customers41%of orders
RevenueThis period Previous
Conversion funneldrop-off between steps
  1. Visits 14,200
  2. Viewed a product 7,640 −46%
  3. Added to cart 1,580 −79%
  4. Started checkout 790 −50%
  5. Purchased 434 −45%
Where sales come fromshare of revenue
  • Google search$6,93138%
  • Instagram & Facebook$4,37824%
  • Email$2,91816%
  • Direct$2,73615%
  • Paid ads$1,2777%
Top productsby revenue
ProductUnitsRevenueTrend
Spinnerbait builder kit96$3,840▲ 18%
Colorado blade assortment140$2,450▲ 9%
Ball-bearing swivels, 50 pack210$2,310▼ 4%
Jighead variety box64$1,600▲ 26%
Stainless split rings, 50 pack288$1,005▲ 3%
Abandoned carts

72.5%of carts don’t check out

52 orders · $2,190won back by automatic reminder emails
Customers
Lifetime value
$138
Buy again within 90 days
31%
Refund rate
1.2%
Best days to sellshare of orders
MonTueWedThuFriSatSun
Stock to watch
  • Stainless split rings, 50 pack9 days left
  • Colorado blades, size 4 gold14 days left
  • Jighead variety box17 days left

Sample data for the Mainely Baits concept store. Your dashboard is built around the numbers your business runs on.

Concept build

Mainely Baits, a tackle store built from scratch.

To show what a custom store can be, I built one end to end: a storefront, a checkout, and the back office behind them, with no platform underneath. Everything below is the real build.

Mainely Baits homepage: Small parts. Endless possibilities.
The Mainely Baits homepage on a phone
The split rings product page on a phone

Every part drawn to scale

Stock held the moment you order

31 languages

Product families
27
Individual options
65
Languages
31
Platform fees
$0

Follow one order

From the first visit to the packing table.

A storefront with its own identity
A storefront with its own identity, on a phone

Browse

A storefront with its own identity

Built around the tackle, not a theme: dark bench photography, a builder’s voice, and a clear way into each department.

What made it custom

  • Drawings instead of stock photosEvery part has a scale drawing with real dimensions, so customers know exactly what they’re buying. Photos can replace any drawing from the back office.
  • Two ways to shopA visual collection for browsing, or a dense SKU table for the customer who already knows the part number.
  • Stock that can’t oversellInventory is held when an order is placed, and the back office refuses stock edits that would overwrite a sale made a moment earlier.
  • Built to be trustedPrices are checked on the server so they can’t be tampered with, uploads are cleaned and re-encoded, and the owner workspace is locked down. Automated checks test all of it.
Payments and security

Paid properly. Safely.

  • Your choice of processorStripe, Square or PayPal, connected to your own account so payouts go straight to you.
  • Card data never touches your siteCustomers type card details into the processor’s secure fields. Nothing sensitive is stored on your server.
  • Wallets where your processor supports themApple Pay and Google Pay for one-tap checkout on phones.
  • Tax, shipping and receiptsRules set to match where and how you sell, with clear receipts sent automatically.
  • A protected back officeHTTPS everywhere, secure staff logins and regular backups.
The real cost of renting

Add up what the platform takes.

The monthly plan is only the start. Apps add up, and some platforms charge extra on every sale if you use your own payment processor. Put in your numbers and see the total over five years.

Your monthly plan

Shopify’s monthly list prices. Check your own bill and type the real figure.

$120 a month

Reviews, email, subscriptions, loyalty, filters, translation. Most stores pay for several.

$15,000 a month

Over five years you’d pay the platform

$13,500

Per month
$225
Per year
$2,700
Extra sale fees
$0

A store you own has none of these. No platform plan, no app bill, no extra fee on sales. You pay for hosting and your payment processor’s standard rate, and the code stays yours.

Talk about owning yours
Moving off Shopify

Leave the subscription. Keep everything else.

Already selling on Shopify or a similar platform? Your store comes with you.

  1. Bring it acrossProducts, photos, options, customers and order history.
  2. Rebuild it betterYour store, your design and the rules the old platform couldn’t handle.
  3. Keep your rankingsEvery old product and page link redirects to its new home, so search traffic follows you.
  4. Switch overLaunch on your own domain, check real orders end to end, then cancel the old plan.

Straight answers.

Do I own the store?

Yes. The code, the design and your data are yours once the project is paid for. There is no platform subscription keeping it alive, and you can move it to any host.

Can I add products and change prices myself?

Yes. The back office is built for your team: add products with photos and options, change prices, adjust stock and manage orders without calling anyone.

Is it safe to take card payments?

Card details are entered into your payment processor’s secure fields, so they never touch or get stored on your site. The store runs over HTTPS with a protected admin.

Can you move my store off Shopify?

Yes. Products, photos, customers and order history come across, and every old link is redirected to its new page so your search rankings carry over.

What does it cost to run once it’s built?

Hosting and your payment processor’s standard fees. There is no platform subscription and no monthly app bill.

How long does it take?

It depends mostly on your catalog and the rules your store needs. We set a realistic timeline together after the first conversation.

Ready to stop renting your store?

Tell me what you sell and how you sell it. I’ll tell you plainly what a store built around that would look like.

Start a conversation

Or call or text (207) 740-8801