Liam Merlyn

I’m a senior frontend developer specialising in Shopify, with over a decade of experience building, rebuilding, and optimising high-performing ecommerce stores. Most of my work sits at the intersection of UX, performance, and maintainable architecture - I like things to look good, load fast, and not become a nightmare six months later.

My core stack is Shopify Liquid, modern JavaScript (ES6+), and React, with CSS-first approaches where possible. I’m a big advocate for using native Shopify features properly - metaobjects, metafields, theme architecture, and Shopify Functions - before reaching for apps. Fewer dependencies, fewer fires to put out later.

Tools-wise, I live in Figma, GitHub, Shopify CLI, and VS Code. For more bespoke builds, I’ve worked with Astro, Supabase, Sanity, and headless setups where they actually make sense (not just for the buzzwords). Performance, accessibility, and CRO are always part of the conversation, not an afterthought.

Projects I’m proud of include large-scale theme rebuilds for established DTC brands, complex product customisation flows (including dynamic pricing and inventory logic), and long-term optimisation work where conversion and maintainability genuinely improved over time. I’ve worked both agency-side and in-house, so I’m comfortable shipping fast and thinking long-term.

I’m best suited to merchants who want thoughtful, well-structured solutions rather than quick hacks - but I can still move quickly when needed. I care about doing the job properly, even when that means pushing back a bit.