SHOPIFY · B2B & WHOLESALE · TRACKING & SPEED

Half of Shopify work is a measurement problem.

A store owner says conversions are down. Usually the store is fine. The Meta pixel is firing twice, a server-side event was configured by somebody who left, and the catalogue feed has been sending last quarter’s prices for months. The numbers everyone is making decisions from were never real.

We build Shopify storefronts and B2B implementations, and we also fix the measurement layer underneath them, because a store that cannot report accurately is a store nobody can optimise.

Working with us as an agency? See white-label Shopify

Discuss a Shopify project See what we have built
TWO HALVES OF THE SAME JOB
THE STOREFRONT
  • Custom themes and sections
  • B2B company accounts
  • Catalogues and price lists
  • Quantity rules and payment terms
  • Custom Liquid where apps fall short
THE LAYER UNDERNEATH
  • Google Tag Manager
  • Meta Pixel and CAPI
  • Server-side events
  • Product feed accuracy
  • Core Web Vitals
B2B and wholesale

Wholesale is a permissions problem wearing a storefront.

Retail eCommerce is one price and one catalogue for everyone. B2B is a different price, a different catalogue and different rules for every company you sell to.

01

Company accounts and buyers

One company, several buyers, several locations, and rules about who can place an order and who has to approve it. Getting this structure right first is what stops the rest becoming workarounds.

02

Catalogues and price lists

Different companies see different products at different prices, with volume breaks and contract pricing. Managed as data rather than as a maze of discount codes nobody can audit.

03

Ordering rules

Minimum order values, case quantities, increment rules and reorder from history. Small details that decide whether a wholesale buyer uses the store or keeps emailing your sales team.

04

Payment terms

Net 30 and purchase order handling alongside card payment, so the buying process matches how the account already pays you rather than forcing a change.

05

A theme that behaves twice

The same storefront needs to present retail pricing to anonymous traffic and contract pricing to a logged-in buyer, without leaking one to the other.

06

ERP and PIM sync

Wholesale usually means the real inventory and pricing live somewhere else. Keeping Shopify in step with that system, with failures that surface rather than fail silently.

Tracking

If the numbers are wrong, everything built on them is wrong.

This is where a surprising share of our Shopify work ends up, regardless of what the project started as.

Tag and pixel configuration

Google Tag Manager, Meta Pixel and GA4 configured once, properly, with a documented event map so the next person can tell what fires where.

  • A single documented event taxonomy
  • Duplicate and double-fire removal
  • Consent handling that fires consistently
  • Debug and validation before sign-off

Server-side events

Conversion events sent server-side so they survive ad blockers and browser restrictions, with deduplication so browser and server events do not double count.

  • Meta Conversions API with event deduplication
  • Server-side GTM where it earns its cost
  • Order data matched to the right event
  • Verification against actual Shopify orders

Product feeds

Catalogue ads fail quietly when the feed and pixel disagree. Fixing identifiers, GTINs, variants and price freshness usually recovers match rate immediately.

  • Feed to pixel identifier alignment
  • Variant and GTIN correctness
  • Price and stock freshness
  • Meta, Google and marketplace feeds

Performance

Core Web Vitals work on the theme itself and on everything third-party apps inject into it, which is often the larger half of the problem.

  • Hero image and LCP handling
  • Deferring blocking third-party scripts
  • Auditing apps for injected weight
  • Unused theme JavaScript and CSS
Questions

What merchants and agencies ask.

Do we need Shopify Plus for B2B?
Shopify’s native B2B features, including company accounts, buyer permissions, catalogues and price lists, are a Plus-tier capability. On standard Shopify, wholesale is possible through apps, customer tags and discount logic, but it is more fragile and harder to maintain. We will tell you which route your requirement actually needs before you upgrade a plan on the strength of a sales call.
What does a B2B implementation actually involve?
More configuration than code, usually. Company records with multiple buyers and locations, permissions controlling who can order and who approves, catalogues limiting what each company sees, price lists with volume breaks, minimum and increment quantity rules, and payment terms. The theme then needs to behave differently for logged-in B2B buyers than for retail traffic.
Can you run B2B and retail from the same store?
Yes, and it is usually the right answer. One catalogue, one inventory, one admin, with B2B buyers seeing their own pricing and rules once logged in. Splitting into two stores doubles the maintenance and the inventory reconciliation, and is only worth it when the two businesses genuinely share nothing.
Do you build custom themes or customise existing ones?
Both. Starting from a well-built theme and customising it is cheaper and faster, and for most stores it is what we recommend. A fully custom theme is worth it when the merchandising is unusual, the B2B experience diverges heavily from retail, or performance targets cannot be met on top of an existing theme.
Our tracking numbers do not match between platforms. Can you fix that?
Usually, yes. Discrepancies almost always come from a small set of causes: duplicate pixel firing, events sent both client and server side without deduplication, consent blocking that fires inconsistently, or a feed with mismatched product identifiers. The work starts with an audit that tells you which one you have.
What is server-side tracking and do we need it?
It sends conversion events from a server rather than the browser, so they survive ad blockers, browser restrictions and cookie limits. It matters most when a meaningful share of your traffic is on Safari or iOS, or when your reported conversions are visibly lower than your actual orders. It needs care with event deduplication, otherwise it makes the numbers worse rather than better.
Can you improve our Shopify PageSpeed score?
Yes, though the honest framing is that Core Web Vitals matter and the score is only a proxy. Typical wins are hero image handling and LCP, deferring third-party scripts, removing apps that inject blocking code, and cutting unused theme JavaScript. Some apps cannot be made fast, and the decision then is commercial rather than technical.
Do you work with Shopify apps or replace them?
Both, depending on which is cheaper over the life of the store. An app with a monthly fee that does the job well is usually better than custom code. We replace apps when the recurring cost has quietly exceeded a one-off build, when several apps overlap, or when they are the reason the store is slow.
Can you fix or build our product feeds?
Yes. Feed problems are among the most common causes of poor catalogue ads performance: mismatched IDs between the feed and pixel, missing GTINs, stale prices, or variants collapsing incorrectly. This is a frequent starting point that turns into a wider tracking fix.
Do you work white-label for agencies on Shopify?
Yes. We work inside your repository and process, and your client deals only with you.
Get in touch

Send us the store and the numbers that look wrong.

Store URL, theme access, or a description of what is not adding up. Within one working day you get a reply from the engineer who would run it.

Before anything is signed, you get a written technical assessment: the real scope, where the risk sits, what we would build differently and why, and a fixed price against it. It costs nothing and it is yours to keep either way.

Reply within one working day, from an engineer Free written technical assessment Fixed scope and price before you commit
Request a technical assessment WhatsApp

Related

WHITE LABEL White-label for agencies How we work under your brand, inside your repository and process. CAPABILITY Platform capability matrix What we cover for builds, migrations, eCommerce, AI and support. WORK Projects we have delivered Museum, college, data centre and eCommerce platforms, with the delivering agency named.