eCommerce experiences built with intention.

GMT+5[ Available for freelance & fulltime ]

Crafting digital experiences with purpose.

Live storefronts across the UK, Australia and Pakistan. Each one is still in production.

01Zero LifestyleConsumer tech brand selling smartwatches, earbuds and audio across Pakistan.Theme architecturePerformanceCampaign tooling
02Ox & ArmorHandcrafted full-grain leather jackets and accessories, sold from the UK.Custom themeEditorial sectionsMega-menu architecture
03ProShieldiPhone cases, MagSafe accessories and charging, sold across Australia.Device compatibility selectorBundlesPDP conversion
04Elan by ZunairaModest fashion label with a catalogue organised by fabric rather than type.Fabric filteringBundle productsMega-menu
05Mia & MilaLuxury ethnic wear spanning children's, teens' and women's ranges.Custom add-onsVariant architectureSeasonal merchandising

No hand-offs, nothing lost between them.

Conversion-first design

Layout decisions get made against the buying sequence, not against how the page looks in a portfolio shot. If a section does not help someone decide, it does not earn its place.

Data-driven iteration

Lighthouse, Core Web Vitals field data, and where customers actually drop off. Opinions are cheap; the numbers decide what gets built next.

One operator. Full stack.

Design and build are the same conversation. Nothing gets translated, approximated or lost in a handover, because there is no handover.

{% for item in cart.items %}
  {{ item.product.title }}
{% endfor %}

Pixel-perfect build

What was designed is what ships, down to the spacing. Built in native Liquid rather than bent out of a page builder.

Speed-obsessed

Performance is treated as a feature with a budget, not as a cleanup task at the end. It is measured before the first line of code and again before launch.

Built to convert, not to win awards.

A storefront has one job, and it is not to be admired. Everything on the page either helps someone decide or gets in the way of it. That is the only test a design decision has to pass here, and most of the ones that fail it look perfectly good in a portfolio.

Manifesto

Most stores are not broken. They are just slower, busier and less decisive than the customer needed them to be, and every one of those is fixable without starting again.

See the work

What the founders actually got.

“Most of our storefront was hardcoded, so every campaign meant waiting on a developer to change a line of text. Those areas were rebuilt so our own team edits them, and the back office work we were doing by hand every day is now automated.”

Zero Lifestyle

Customers served: 2.0M+
Load time: −40%

View case study

What I actually get called in for.

Four things, done at a level worth paying for, rather than twenty listed and delivered adequately.

Stores get slow the same way every time: app scripts blocking first render, full-size images sent to phones, and tracking tags from campaigns that ended two years ago. I find them, remove them, and show you the before and after.

Lighthouse and field-data audit
Script deferral and app cleanup
Responsive image delivery
Liquid refactoring

Bundles, frequently bought together, add-ons, size guides, quantity breaks. Most of it can be built into the theme once, instead of rented monthly and loaded on every page.

Native Shopify 2.0 sections
Theme editor settings your team can use
App replacement and removal

Built from your design rather than bent out of a stock theme, so the store looks like the brand instead of like everyone else on the same template.

Figma to Liquid
Configurable section architecture
Commented, documented handover

WooCommerce, WordPress or a legacy theme moved to modern Shopify. The part that decides whether it works is the redirect map, and it goes live on the first minute of the cutover.

Full URL and redirect mapping
Product and customer data
Post-launch Search Console monitoring

Design without revenue is decoration.

I lead Shopify development for a brand serving more than two million customers. I own the storefront end to end: theme architecture, custom sections, performance, and the internal tools the operations team uses every day.

One person, from the audit through to launch. Design and build are the same conversation, so nothing gets translated, approximated or lost in a handover.

View Upwork profile

Muhammad Bilal Burney, Shopify Developer

Customers served: 2.0M+
Stores shipped: 10+
Load time: −40%
Countries: 3

Showcase

Sections I’ve shipped.

Reusable Shopify sections, built and running on live stores rather than sitting in a Figma file. Each one is a native theme section the client’s team can edit.

View showcase →