How to estimate a Shopify project without guessing

Every Shopify project has hidden factors - vague requirements, third-party apps, existing code, client readiness. When you ask the right questions early, you reduce risk and prevent scope creep later.

Here’s a breakdown of the eight questions I ask when estimating any Shopify development project.

1. How well specified are the requirements?

A “Shopify store” can mean many things. Some clients want a simple theme setup; others expect full custom development with advanced filters, bundles, or integrations.

When scoping, check:

• Do we have a clear feature list, or just a general idea?

• Are “standard” features assumed, like wishlists or custom carts?

• Is there documentation or a sitemap, or are we still defining it?

If requirements are loose, note that in your estimate. A store that “sells T-shirts online” might only need a theme tweak - or it might need product personalization, bulk discounts, and print-on-demand integration.

2. Are third parties involved?

Third-party involvement changes everything. Shopify stores often rely on external tools for design, fulfillment, or marketing.

Ask early:

• Are designers providing ready-to-code mockups, or will layouts evolve mid-build?

• Are we integrating with any fulfillment, CRM, or inventory systems?

• Will the team we depend on deliver assets or decisions on time?

For example, if you’re waiting on a designer who’s still finalizing layouts, you might lose a week. If you’re integrating with a third-party logistics provider, you may need to test webhooks and orders thoroughly before launch.

3. Is third-party code involved?

In many Shopify projects, you’re not starting from scratch. You might inherit a store with an existing theme or app setup. That code can make or break your schedule.

Consider:

• Are we customizing a theme that's heavily customized?

• How well structured is the current Liquid code?

• Are third-party APIs functional?

Cleaning up poor-quality Liquid templates, removing old app leftovers, or merging conflicting scripts can take longer than building new features. Estimation should always account for code review time.

4. How many users will use the product?

Traffic and usage scale directly affect effort. Shopify handles hosting, but performance optimization is still your job when traffic spikes.

Questions to ask:

• How much traffic are we expecting at launch?

• Will we need extra caching or content delivery optimization for custom app features?

• Do any third-party APIs (like reviews or loyalty programs) have rate limits?

5. Has any research or preparation been done?

Discovery work before development saves time and budget. Knowing what’s already built or available in the Shopify ecosystem helps avoid reinventing features.

Ask:

• Have we explored apps or plugins that already solve this?

• Are there reference stores or competitors with similar setups?

• Are brand guidelines and workflows documented?

For example, a subscription feature could be built from scratch, but Shopify already supports it via apps or native checkout extensions. Research prevents unnecessary work.

6. Are client deliverables in a usable format?

Even well-planned Shopify projects slow down when assets aren’t ready or formatted correctly.

Check for:

• Image sizes and ratios suitable for Shopify’s templates

• Copy and product data in structured formats (like CSV or JSON)

• Finalized brand assets and typography

Sometimes clients hand over “finished” materials that need processing. For instance, uncompressed 5MB product images can hurt load speed, or product data may arrive in Excel sheets missing variant fields.

7. What is the ideal budget?

Budget sets the boundaries for scope and speed. It helps decide whether to launch lean or invest in long-term flexibility.

Clarify:

• What’s the budget range, not just a top number?

• Is this an MVP or a polished brand store?

• How much is reserved for maintenance or ongoing optimization?

For instance, a startup might want a quick, lower-cost store using a prebuilt theme, while an established brand might invest in custom storefront sections and app integrations for growth.

8. Can the project be split into stages?

Shopify projects rarely have to be all-or-nothing. Splitting the build into stages can spread costs and reduce risk.

Ask:

• Can we launch with a core version and add features later?

• Are we revising designs after launch or rewriting logic later?

• What’s the upgrade path if we start small?

Example: launch with basic products and checkout, then add advanced filtering, loyalty points, and subscriptions after validation. Each phase gets a smaller, focused estimate.

Why these questions matter

Each of these eight questions uncovers a layer of complexity that affects both time and cost. When developers and clients discuss them early, surprises disappear.

A good Shopify estimate is a shared understanding of what’s being built, how, and why. The more assumptions you remove upfront, the smoother the project goes for everyone.