Your store is the till, the shop floor and the salesperson rolled into one, so who builds it matters enormously. Yet most owners hire on gut feel and a nice-looking portfolio, then discover too late that the developer never thought about checkout speed, mobile conversion or SEO. A little structure in how you choose makes all the difference.
Decide what you actually need first
Before you approach anyone, get clear on the job. Are you launching a first store, redesigning an existing one, migrating platforms, or adding complex features? Roughly how many products, and which integrations — accounting, fulfilment, CRM? Knowing this lets you brief accurately and judge whether a developer's experience fits. Our guide to the cost of building a store helps you frame a realistic budget.
Look for the right evidence
A good developer can show you proof, not just promises. Look for:
- Live stores you can visit — not mock-ups. Open them on your phone and feel how fast and smooth they are.
- Experience on your platform — a Shopify specialist and a WooCommerce specialist are not interchangeable.
- Conversion awareness — they should talk about checkout, mobile and load speed, not only how it looks.
- SEO understanding — a beautiful store that can't be found wastes its potential.
- A real client reference — a quick chat with a past customer is the most honest signal you'll get.
Ask the questions that reveal quality
The right questions separate the professionals from the order-takers. Ask how they'll make the store fast on mobile. Ask how they handle testing before launch. Ask what happens after go-live — who fixes bugs, and at what cost. Ask how they'll protect your SEO if you're migrating. Listen for clear, jargon-free answers; a developer who can't explain their decisions simply will be hard to work with later.
Watch for the red flags
Some warning signs are reliable. Be cautious of anyone with no portfolio of live stores, vague or suspiciously cheap pricing, no mention of testing or aftercare, or pressure to sign quickly. A quote that's far below the rest usually means corners cut on the things you can't see — speed, security, SEO and proper testing — which cost you far more later.
Freelancer or agency?
Both can work. A skilled freelancer often offers excellent value and a direct relationship for a focused build. An agency brings a wider mix of skills — design, development, SEO — and more continuity if someone is unavailable. Match the choice to your project: simpler builds suit freelancers, complex or ongoing work often suits an agency or a web development team.
Brief them well to get a fair quote
The clearer your brief, the better and more comparable the quotes. Spell out your platform, catalogue size, integrations, must-have features, design expectations and budget range. Send the same brief to two or three candidates so you're comparing like for like, then judge on the quality of their questions as much as their price — the best ones interrogate your brief rather than just quoting it.
When you're ready to shortlist, browse vetted UK studios in our ecommerce developers directory, check their live work, and ask each the questions above before you commit.