Underwaterpistol

In short

Underwaterpistol, or UWP, has been on Shopify longer than almost anyone: it says it built the 90th Shopify store in the world, in 2006. Today it is a London Shopify Plus partner, registered on Wardour Street, with design, development, UX, conversion work, SEO and subscriptions all handled in-house. It reports more than 200 delivered projects. That depth on one platform puts it at #9 on our Shopify list.

Most of its featured work involves untangling an older setup. BrewDog left an expensive Magento site for Shopify Plus, with UWP migrating customer accounts and using UX research to redesign the journey; it reports a 38% lift in checkout conversion. Ooni's store was rebuilt on Shopify 2.0 and relaunched across the UK, US, EU and New Zealand, and Lyle & Scott merged five stores into one and replaced creaking middleware.

UK and European consumer brands with an established store that has grown messy, too many apps, too many regional sites or an ageing platform, will find UWP well suited to the clean-up and the retainer that follows. It also takes on branding for stores. Companies designing a software product or SaaS dashboard need a product design studio, which is outside what UWP does.