Looking for a Shopify Expert? Here's What I Wish Every Store Owner Knew.
By Lisa, Certified Shopify Partner & Founder of Hippie Chick Design
I have a confession...
Sometimes I feel a little bit like a Shopify therapist.
The phone rings, and before I even answer, I already know how the conversation is probably going to start.
"I hired someone to build my Shopify store..."
Followed by a long pause.
"...and now I think I need help."
Those are actually some of my favorite calls because I know how overwhelming that situation feels. Your website isn't just a website—it's your business. Every day it isn't working the way it should is a day you're losing time, confidence, and potentially sales.
Somewhere along the way, a few clients started calling me the Shopify Whisperer, and honestly, it still makes me laugh.
But I know exactly why they say it.
I've spent more than 30 years working in ecommerce, and for many years now I've specialized in Shopify. I've rebuilt stores that were held together with duct tape and custom code. I've untangled apps that were constantly fighting each other. I've repaired broken navigation, rescued theme updates, recovered product pages, and fixed issues that other developers insisted "Shopify just can't do."
Most of the time...
It isn't Shopify that's the problem.
It's the person who built it. Here's a dirty little secret...
Anyone Can Say They're a Shopify Expert
Here's something that surprises almost every client I talk to.
There isn't an official license that someone earns before adding "Shopify Expert" to their website.
Someone can build a handful of stores, watch a few tutorials, and suddenly market themselves as a Shopify specialist.
Does that automatically make them unqualified?
Of course not.
Everyone starts somewhere.
But it also doesn't tell you whether they're the right person to trust with the business you've poured your heart into building.
Building a Shopify store isn't just about choosing colors and adding products.
It's understanding customer journeys, collections, metafields, inventory, shipping, taxes, apps, POS, email marketing, SEO, accessibility, performance, and how all of those moving pieces work together behind the scenes.
That kind of knowledge doesn't happen overnight.
It comes from experience.
What Is a Certified Shopify Partner?
One of the easiest ways to add confidence to your search is to work with a Certified Shopify Partner.
Certified Partners have been accepted into Shopify's official Partner Program and work directly within Shopify's ecosystem. We have access to partner resources, development tools, and ongoing education that help us stay current as the platform evolves.
Another thing many people don't realize is that Shopify's logos, Partner badges, and branding aren't meant to be used by just anyone. If someone is heavily promoting themselves as a Shopify Partner, it's perfectly reasonable to verify their credentials.
You can search Shopify's official Partner Directory before hiring anyone.
It takes less than a minute, and it could save you a lot of frustration later.
Pro Tip: Before signing a contract, take a minute to verify your designer or developer in the official Shopify Partner Directory. It's one of the easiest ways to confirm you're working with someone recognized by Shopify.
Experience Matters More Than You Think
Over the years I've worked with beauty brands, skincare companies, boutiques, artists, photographers, food companies, home fragrance brands, lifestyle businesses, and retailers moving from brick-and-mortar into ecommerce.
Every industry has different challenges. I can't count the number of times a client asks me, have you worked with another client similar to me... well maybe the same industry but let me tell you after working with over a thousand clients the past ten years, no single client has been similar. No two projects are the same, with the exception of using Shopify as the base.
A skincare company needs to educate customers and communicate ingredients.
A fashion boutique thinks about sizing, variants, and seasonal collections.
A food company has completely different shipping and subscription needs.
The more experience someone has with businesses like yours, the more likely they are to anticipate challenges before they become expensive problems.
After 30 years in ecommerce, I've learned one thing...
Every project teaches me something.
Usually it's about Shopify.
Occasionally it's about patience.
Sometimes it's about coffee. Oh hell, it's always about coffee, right :)
What I Would Look for Before Hiring Anyone
If I were hiring someone to build my own Shopify store today, these are the questions I'd ask.
Do they have real Shopify experience?
Not WordPress, SquareSpace, Wix or ShowIt experience.
Not general web design experience.
Not "I've built websites for years."
Actual Shopify (get your hands dirty) experience.
Shopify is its own ecosystem, and experience on another platform doesn't automatically translate.
Can they show you their work?
A portfolio tells you much more than a list of services.
Look for variety. Look deep into the design. The devils in the details.
Do the stores all look the same, or do they reflect each client's brand?
Can you tell they've worked with businesses similar to yours?
Would you actually enjoy shopping on the websites they've built?
Do they ask good questions?
One of the biggest green flags is curiosity.
Before I ever open a theme, I want to understand your business.
Who are your customers?
How do you fulfill orders?
Will you sell wholesale?
Do you have a retail location?
Are subscriptions in your future?
What does success look like a year from now?
If someone jumps straight into design without learning about your business first, that's worth paying attention to.
Do you enjoy talking to them?
This one gets overlooked all the time.
You're going to spend weeks—or sometimes months—working together.
Choose someone who listens. Do you feel like you're being heard?
Someone who explains things without making you feel silly.
Someone who answers your questions instead of drowning you in technical jargon.
The best projects happen when the relationship feels like a partnership, not just another transaction. And I'll be honest here... not everyone is a match. If you don't feel it, then don't go with it.
What About Reviews?
Reviews can absolutely be helpful.
But they're only one piece of the puzzle.
Here's something that surprises people...
I actually stopped asking clients to leave public reviews.
Unfortunately, I discovered counterfeit "Shopify Experts" contacting my clients and pretending to be associated with my business. Protecting my clients became far more important to me than collecting another five-star review.
Instead, I encourage prospective clients to look through my portfolio, ask lots of questions, schedule a conversation, and decide whether I feel like the right fit.
I think that's a much better way to choose someone who's going to help build your business.
One More Thing...
The cheapest quote is rarely the least expensive.
I've lost count of how many rescue projects started because someone chose the lowest price, only to spend far more fixing problems later. Or to get ghosted by a Shopify "Expert."
Building a Shopify store is a little like building a house.
If the foundation is solid, everything else becomes easier.
If the foundation is held together with duct tape...
Well...
That's usually when I get the phone call.
Your Shopify Store Is More Than a Website
Here's what I hope you take away from all of this.
Whether you hire me or someone else, choose a partner—not just a designer.
Find someone who asks thoughtful questions.
Someone who explains things clearly.
Someone who understands your industry.
Someone who's invested in your success long after launch day.
Because your Shopify store isn't just another website.
It's your storefront.
Your sales team.
Your customer experience.
Your marketing hub.
Sometimes it's your entire business.
And that deserves someone who's going to care about it as much as you do.
If we end up working together, wonderful, we'll probably be friends for life. I build relationships when I build a Shopify store. I'm an extension of your business.
If not, I hope this article helps you ask better questions and make a more confident decision.
And if you ever hear someone refer to me as the Shopify Whisperer...
Now you'll know the story behind the nickname.
☮️ From Lisa's Desk
I've been helping entrepreneurs build ecommerce businesses for more than 30 years, and I still get excited about solving Shopify puzzles. If there's a topic you'd like me to write about, send me a message. Chances are, someone else is wondering the very same thing.