How to Choose a Shopify Developer: 10 Questions to Ask Before Hiring

Hiring the wrong Shopify developer is one of the most expensive mistakes a brand can make. I've had clients come to me after paying €3,000–€8,000 to developers who delivered slow, broken stores with messy code that was nearly impossible to modify later. The damage isn't just financial — it's weeks of lost time and a store that never quite works the way it should.

This guide gives you the exact questions to ask any developer before hiring them, and what their answers should tell you.

Why This Matters More Than You Think

The Shopify app store has made it easy for people with minimal coding knowledge to build functional-looking stores. But "functional" and "professionally built" are very different things.

A store built by an inexperienced developer typically has:

• Slow load times due to inefficient code
• Accessibility issues that reduce SEO rankings
• Inline CSS scattered throughout templates instead of proper theme architecture
• Apps installed as shortcuts where custom code would have been faster and cheaper
• No documentation, making future changes difficult and expensive

The questions below are designed to surface these issues before you commit.

Question 1: "Can I see your portfolio, specifically stores in my product category?"

Every Shopify developer should have a portfolio of live stores. Look for:

• Stores with a similar aesthetic to what you want
• Mobile experience (open the portfolio stores on your phone)
• Load speed (test in PageSpeed Insights)
• Attention to detail in typography, spacing, and product presentation

If a developer doesn't have a portfolio, or shows you mockups instead of live stores, be cautious.

Question 2: "Have you worked with brands in my industry before?"

Different industries have different technical requirements. A food brand needs different functionality than a clothing brand. An automotive accessories store has different challenges than a supplements brand.

Experience in your category means the developer understands:

• What your customers expect in terms of UX
• What regulations apply (e.g., age verification for certain products)
• Which apps work best for your use case
• Common conversion problems in your niche

Question 3: "What's your development process from kickoff to launch?"

A professional developer has a defined process. The answer should include:

• An initial discovery/briefing phase
• Design mockups or wireframes for approval
• Development in a staging environment (not on your live store)
• A testing phase across devices and browsers
• A clear launch checklist

If the answer is "I'll just start building and show you as I go," that's a red flag. You'll end up with scope creep, missed expectations, and a longer timeline.

Question 4: "How do you handle revisions and feedback?"

Every project has feedback rounds. The question is how they're structured.

Ask specifically:

• How many revision rounds are included in the price?
• What happens if I request changes outside the agreed scope?
• How do I provide feedback — email, a project management tool, video calls?

Professional developers use tools like Linear, Notion, or at minimum a structured email thread with clear version tracking. Revisions communicated through WhatsApp messages are a sign of an informal, potentially disorganized operation.

Question 5: "How do you optimize for page speed?"

This is a technical question that quickly separates skilled developers from beginners.

A good answer includes:

• Image compression and lazy loading
• Minimizing JavaScript execution (removing or deferring non-critical scripts)
• Using Shopify's native CDN for assets
• Avoiding bloated apps that add unnecessary scripts to every page
• Targeting a specific LCP score (ideally under 2.5s)

A vague answer like "I make sure it loads fast" without specifics is a yellow flag.

Question 6: "Do you write custom Liquid code, or primarily use apps?"

Liquid is Shopify's templating language. Custom Liquid code is cleaner, faster, and more maintainable than stacking multiple apps to achieve the same result.

Apps are appropriate for complex functionality (subscriptions, reviews, email marketing). But some developers use apps as shortcuts for things that should be coded — adding unnecessary monthly costs and slowing down your store.

Ask about a specific feature you need and find out whether it would be built with code or an app.

Question 7: "What happens after launch — do you offer support?"

Your relationship with a developer shouldn't end at launch day. You'll inevitably have questions, minor issues, and requests for small updates.

Ask:

• Do you offer post-launch support, and what does it include?
• What's your typical response time for urgent issues?
• Is support included in the project price, or is it billed separately?

A developer with no post-launch support policy leaves you stranded if something breaks on a Sunday before a major sale.

Question 8: "Can you share a reference from a previous client?"

Any established developer should be able to provide at least one or two client references. A client reference lets you ask directly:

• Did the developer communicate clearly throughout the project?
• Was the timeline accurate?
• Were there unexpected costs?
• Would you hire them again?

Developers who refuse to provide references, or who only offer written testimonials without the ability to speak directly to the client, deserve extra scrutiny.

Question 9: "How do you handle SEO during development?"

A beautiful store that Google can't find is a failed investment. Technical SEO should be built into the development process, not added as an afterthought.

Specifically ask about:

• URL structure and canonicalization
• Meta title and description templates
• Schema markup (structured data)
• Image alt text standards
• Sitemap and robots.txt configuration
• Page speed (which directly affects Google rankings)

Question 10: "What's included in your deliverables, and what's not?"

Before signing any contract, get clarity on exactly what's included:

• Is copywriting (product descriptions, page text) included, or do you provide it?
• Is product photography your responsibility?
• Does the price include app setup, or just theme development?
• Are products uploaded by the developer, or do you handle that?
• Is domain configuration and DNS setup included?

Misaligned expectations about scope are the most common source of conflict between clients and developers. A clear, written scope of work protects both parties.

Red Flags to Watch For

Beyond the questions, watch for these warning signs during initial conversations:

• No contract or written agreement — always get the scope, timeline, and payment terms in writing
• Full payment upfront — reputable developers typically take 30–50% upfront and the remainder at launch
• Promises that seem too good — "I'll build your custom Shopify store in one week for €500" should immediately raise questions
• No questions about your business — a developer who doesn't ask about your customers, your products, and your goals is building something generic
• Communication only via WhatsApp — professional projects need professional communication channels

What to Look for in a Shopify Partner

The Shopify Partner Program identifies developers who have demonstrated expertise building on the Shopify platform. Working with a Shopify Partner gives you added confidence that the developer knows the platform deeply and adheres to Shopify's development standards.

You can verify Shopify Partners through the Shopify Partner Directory.

Frequently Asked Questions

How much should I pay a Shopify developer?

For quality custom work, expect €800–€2,500 for theme customization, €2,500–€6,000 for semi-custom development, and €6,000–€20,000+ for fully custom stores. Rates significantly below these ranges often indicate inexperience or shortcuts.

Should I hire a freelancer or an agency?

Both can deliver excellent results. Freelancers are often more flexible and affordable for smaller projects. Agencies offer more bandwidth, specialization, and consistent availability. The key is the developer's portfolio and communication quality, not the structure of their business.

How do I know if my Shopify developer is doing good work?

You should have access to a staging store during development, receive regular updates, and be able to test the store on your devices before launch. A good developer welcomes your review and feedback at every stage.

Can I hire someone to redesign my store while keeping all my data?

Yes. A redesign is purely a frontend change — your products, customers, orders, and analytics remain intact. Only what visitors see changes.

Ready to Start Your Project?

If you're looking for a Shopify developer who can answer all these questions clearly and back them up with a portfolio of live stores, reach out to Step-Media. We'll give you a straightforward assessment of your project and what it takes to build it right.

Leanid Liabetski is a Shopify developer and founder of Step-Media, based in Warsaw, Poland. He has built custom Shopify stores for brands in apparel, food, vitamins, automotive, medical, and home goods.