A new theme switches your apps off.
Your subscriptions, reviews, upsells and tracking are app embeds living inside your current theme. Publish a fresh one and every single one stops, silently. We branch the theme you already run instead.
Your theme, on a branch. Never a replacement.
The standard agency approach is to build a clean theme and publish it. It demos beautifully and it is the single most common way a working store gets quietly broken.
The live theme comes down first
We pull the theme currently running your store, commit it untouched as a baseline, and work from there. Every change after that is a diff against a store that already works, which means we can always show you exactly what changed and always put it back. Starting from a blank theme throws away every customisation and every app embed anyone has added since launch.
Version controlled in a private repo
Your build lives in git, in a private repository, with history. Not in a shared Google Drive folder of zip files named final-v3.
Previewed unpublished
The work sits as an unpublished theme on your own store. You click through the real thing on real data before anything goes live.
You publish, we never do
Publishing a theme is the one irreversible action in a Shopify build, and it belongs to the person whose revenue it is. We hand you a preview you have signed off and you press the button. That is not caution theatre, it is who should own the risk.
Six steps, and the last one is yours.
This order exists because each step protects against a specific way a Shopify build goes wrong, and we have watched every one of them happen.
- 01
Pull the live theme
Text and assets both, size-verified, so nothing is silently missing before work starts.
- 02
Baseline it in git
The untouched theme committed first, so every later change is a readable diff.
- 03
Push to a private repo
Your build gets history, review and a way back. Not a folder of zip files.
- 04
Optimise behind a schema check
Every push gated on a schema pre-flight, because a malformed section schema takes the theme editor down.
- 05
Preview unpublished
On your own store, on your own data, before anything is switched.
- 06
You publish
The irreversible step belongs to you. We do not touch it.
What actually gets delivered.
A store you own, in a repo you own, that you can hand to anyone.
- 01
The store, live
Built on your existing theme, with your apps still working, published by you.
- 02
The repository
Private, with full history. If we part ways you keep it and any developer can pick it up.
- 03
SEO built in
Titles, structured data, clean URLs and speed handled during the build rather than bolted on after.
- 04
No lock-in
No proprietary page builder, no agency-owned account, nothing that stops working if you leave.
Stores we work on.
Published case studies from accounts where the store and the marketing were handled together.
- €5M+
In revenue tracked from the campaigns we run.
- €780K+
In ad budgets managed, every euro reported.
- 50+
Brands grown across e-commerce and lead gen.
We have been working with Etari Digitals on Google Ads and SEO for 3 months already and the difference from our previous agency is night and day. The team runs the account personally, no account manager relay, no waiting a week for a reply. We get weekly updates that actually explain what changed and why, not just a screenshot of a dashboard. Since starting, we finally got clarity on where our ad spend was going. The audit alone before we signed already flagged issues our old agency never caught in a year.
Working with Etari Digitals has been a great experience. What stands out most is how easy they make it to stay informed and understand what is happening with our campaigns at any given moment. Their team is responsive, proactive, and always focused on finding the next opportunity to improve results. We also have access to a live dashboard where we can check performance in real time whenever we want.
E-commerce · Truck, van & 4x4 accessories
E-commerce · Fashion
E-commerce · Modest fashion
What this connects to.
Custom websites
When Shopify is the wrong shape for the business. Astro, static, fast, no platform tax.
ExploreLanding pages
Pages built for paid traffic specifically, separate from the store templates.
ExploreSEO
A store built to rank still needs someone making it rank. The build is the foundation, not the finish.
ExploreOne fixed price per build, agreed before work starts. No hourly meter. Larger scopes quoted after a look at the store.
Get a fixed quoteQuestions, answered.
The ones that come up before every store build.
01Why not just build a new theme?
Because your apps live in the current one. Subscriptions, reviews, upsells, loyalty, tracking, they are app embeds injected into the theme running right now. Publish a fresh theme and every one of them stops at the same moment, with no error message anywhere, and nobody notices until the numbers drop. Branching the live theme keeps all of it and still lets us rebuild everything visible.
02Who publishes the finished site?
You do. Publishing is the one action in a Shopify build that cannot be undone cleanly, and it should be taken by the person whose revenue is exposed. We hand you an unpublished preview on your own store, you click through it on real data, and you press the button when you are ready.
03Do we keep the code?
Yes. Your build lives in a private repository with full history and it is yours. If we stop working together you keep it and any developer can continue from it. No proprietary page builder, no agency-owned account, nothing that breaks when you leave.
04Is SEO included or extra?
The build-time part is included: structured data, title patterns, clean URLs, image handling and speed. That is foundation work and quoting it separately would mean deliberately shipping a worse site to sell the fix. Ongoing SEO, the ranking work, is a separate engagement.
05What if we are already on another platform?
Then the first conversation is whether moving is worth it, and sometimes the answer is no. If it is, the migration needs a redirect map built before anything moves, because that is where site moves lose rankings. We treat that as the main risk of the project rather than an afterthought.
06How long does a build take?
A straightforward store is weeks rather than months, and the number moves with how much content and how many products need reworking rather than with the theme itself. You get the scope and the fixed price before anything starts.
Read the thinking first.
Rebuild the store without breaking the store.
We branch what you already run, work in git, and hand it back for you to publish. Your apps never stop.