Why choosing the right Shopify agency matters
Plenty of businesses in New Zealand have been burned by a bad website build. The story is usually the same: a store that looks decent at first glance but loads slowly, breaks during checkout, or is impossible to update without calling a developer. In eCommerce, those issues are not just frustrating, they are expensive.
A clunky Shopify site can bleed revenue daily. Slow load times increase cart abandonment. Poor UX lowers conversions. Outdated design erodes trust. And when fixes pile up, costs spiral.
That is why selecting the right Shopify agency is not just a procurement decision. It is a strategic move that impacts sales, customer experience, and the future scalability of your business.
Why this decision impacts growth
Here is what is really at stake when you are choosing an agency:
- Revenue performance: A well-built store is optimised to convert browsers into buyers.
- Scalability: As your product range, markets, and team grow, your Shopify store needs to keep up.
- Efficiency: An intuitive backend saves your staff time on stock updates, promotions, and content management.
- Trust: A polished, professional store increases brand credibility and reassures first-time buyers.
When you are weighing up agencies, you are not just comparing quotes, you are deciding who you trust to set up one of your most critical sales channels.
Key Tip: Cheap builds are often the most expensive
Many businesses go for the cheapest option, thinking they are saving budget. In reality, it usually costs more. Why? Because a cut-price build is often just a lightly tweaked theme with no strategy. Fixing the gaps later — broken checkout flows, poor SEO, or clumsy product setups — ends up costing more than building it right from the start.
Step 1: Define your business needs before you look at agencies
It is easy to start shopping for agencies before you are clear on your own priorities. But this often leads to mismatches.
Do this first:
- Clarify your goals: Do you need a store that can handle complex product logic (subscriptions, bundles, customisations), or is a clean, straightforward store enough?
- Know your market: Are you selling only in NZ, or planning to scale internationally? That affects design, currency, and tax setups.
- Understand your team’s capacity: How hands-on will your staff be with updates? You will need a store they can actually manage.
Analogy: Think of it like building a house. Before hiring a builder, you would decide how many bedrooms you need, what the section looks like, and whether you want space to expand later. Your Shopify store deserves the same planning.
Step 2: Look for expertise beyond the surface
Not every Shopify “expert” is equal. Some agencies know how to make a theme look nice but struggle when it comes to technical depth. Others can code endlessly but overlook user experience.
What to look for:
- Proven Shopify track record: Case studies that show real client outcomes, not just pretty screenshots.
- App ecosystem knowledge: Klaviyo, Recharge, Yotpo, Gorgias — the tools that extend Shopify.
- Conversion-focused design: Evidence they understand UX, not just aesthetics.
- Scalable build practices: Clean, maintainable code and setups that will not collapse when you grow.
Red flag: If an agency cannot explain why they have chosen a specific theme or app setup in plain business terms, they probably do not have the depth you need.
Step 3: Compare process, not just price
Too many businesses default to comparing quotes on cost alone. But what you should be comparing is process.
Questions to ask:
- How do they approach discovery and research?
- Do they design in Figma before building, or jump straight into themes?
- How do they handle testing before launch?
- What training and documentation do they provide your team?
Example: One NZ retailer picked a cheaper agency that skipped proper UX design. The result? A site with a confusing checkout process. Abandonment rates spiked, and they had to rebuild within a year.
Step 4: Test communication and collaboration
Your Shopify build is not a one-off transaction. You will need to work closely with your agency. Poor communication can derail even the best technical work.
How to test this:
- Responsiveness: Do they reply quickly and clearly during the sales process?
- Transparency: Do they flag limitations and risks honestly, or just say “yes” to everything?
- Tools: Do they use systems you are comfortable with (Slack, email, shared docs)?
Red flag: Agencies that disappear for weeks then come back with a “finished product” often ignore collaboration and feedback, leaving you with a site you do not like.
Step 5: Ask about ongoing support (but do not get locked in)
Every site needs tweaks post-launch. But beware of being locked into inflexible retainers.
Look for:
- Launch support window: A clear period where bugs and issues are resolved at no extra cost.
- Flexible support options: Ad hoc support when needed, not endless retainers for small tasks.
- Training: Agencies that empower your team reduce your reliance on them.
Step 6: Verify cultural fit and values
An often-overlooked factor is whether your agency actually understands your brand and market.
Ask yourself:
- Do they “get” your industry, or are they trying to force generic templates?
- Do they understand Kiwi consumers and how they shop online?
- Do they align with your values around design, communication, and growth?
Example: A fashion brand in Auckland chose a local agency that understood their target market and aesthetic. The result was a Shopify store that felt authentic, not just functional.
Addressing common objections
“Can’t we just tweak our old site?”
You can, but if the structure is outdated, tweaking is like putting new paint on a rotten house. It may look better for a while but will not solve the core problems.
“What if we outgrow Shopify?”
Shopify scales well. With apps, custom logic, and Plus, it handles everything from startups to enterprise. Choosing the right agency ensures you are set up for scale.
“Isn’t it cheaper to hire freelancers?”
Maybe up front, but you lose strategy, accountability, and long-term support. Agencies offer cohesive delivery that patchwork freelancers cannot.
What to Do Now: A Quick Checklist
✅ Define your eCommerce goals clearly before approaching agencies
✅ Ask for case studies that show results, not just visuals
✅ Compare processes and collaboration style, not just prices
✅ Ensure they understand Shopify apps and integrations
✅ Choose an agency that empowers your team with training and flexibility
