Shopify Build Proposal Template

Q: How do I handle scope creep on Shopify projects?

Define a change order process in your proposal. &quot;Any work outside this scope will be quoted separately before proceeding.&quot; When a client asks for something new, acknowledge it, estimate it, and get approval in writing before adding it to the project. Email threads are contracts in practice.

What goes in a Shopify build proposal

Shopify projects fail not because of technical skill gaps but because of scope gaps. A client says "I want a Shopify store" and pictures their ideal finished product. You hear "Shopify store" and start estimating. The disconnect between those two mental models is where projects go over budget, over timeline, and under satisfaction.

The scope questions to answer before you estimate

Before you can write a useful proposal, you need answers to:

Custom theme or modified Shopify theme? (30% of the work vs. 100% of the work)
How many products? Are they already catalogued with descriptions, images, and variants, or is that part of your scope?
Any third-party app integrations? (Klaviyo, ReCharge subscriptions, Bold Upsell, etc. — each has integration complexity)
Payment gateways beyond Shopify Payments? (PayPal, Apple Pay, buy-now-pay-later)
Existing content to migrate, or starting from scratch?
SEO redirect mapping from an old site?
Who owns the Shopify plan? Do they have it already, or do you need to provision it?

Scope the deliverables in layers

Shopify proposals should be organized by layer, not feature. This helps clients understand what they're paying for and helps you price accurately:

Layer 1 — Foundation: Shopify plan setup, theme installation, domain connection, basic payment and shipping configuration.

Layer 2 — Design & templates: Homepage, product page, collection page, cart, about/contact. Custom layout or theme customization. Mobile-optimized.

Layer 3 — Catalog: Product upload (if included), variant setup, collection organization, metadata for SEO.

Layer 4 — Integrations: Email capture, CRM sync, analytics, any third-party apps.

Layer 5 — QA & launch: Cross-browser testing, test checkout, speed optimization, handoff + training session.

Pricing for Shopify builds

A theme customization (modifying an existing Shopify theme) runs $1,500–$5,000 depending on complexity. A fully custom theme with unique layouts runs $8,000–$20,000+. Catalog setup adds $50–$200 per product depending on complexity. Integration work is billed by integration, not by the project — each one has unpredictable edge cases.

Quote integrations as a range with a cap: "Klaviyo integration: $400–$700 depending on list complexity. If scope expands beyond X, we'll discuss before proceeding."

Post-launch retainer: always offer it

Shopify stores don't stay the same. Add a post-launch support option to every Shopify proposal: a monthly retainer for updates, theme tweaks, new integrations, and fixes. Most clients take it. It's recurring revenue that requires no sales effort.

Sample proposal

100% AI-generated from the live PitchSnap product. Client name is a placeholder — all content is real.

SAMPLE PROPOSAL — SHOPIFY BUILD PROPOSAL

Custom Shopify Store Build for Northwind Outdoors

Hi Taylor,

After reviewing the brief for Northwind Outdoors, here's my proposal for a custom Shopify store build that positions you for serious DTC growth.

What's included: Custom Shopify theme (built on Dawn base), homepage, product page, collection page, cart + checkout styling, mobile-first throughout. Product catalog upload (up to 80 SKUs from your CSV). Klaviyo integration + abandoned cart sequence setup. Google Analytics 4 + Meta Pixel. Test checkout, speed audit, and 1-hour training session.

Not included: Copywriting, product photography, paid ads setup, or ongoing maintenance (available as $500/mo retainer).

Timeline: Week 1 — design direction + homepage. Week 2–3 — all page templates. Week 4 — catalog + integrations. Week 5 — QA, launch, training.

$8,500 flatRate

5 weeksTimeline

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Frequently asked questions

Should I charge hourly or fixed for Shopify projects?

Fixed is almost always better for the client and for you on clearly-scoped builds. Hourly works for retainers or projects where requirements are genuinely unknown at start. Fixed rates reward your efficiency; hourly penalizes it.

What is a realistic timeline for a Shopify build?

A simple customized theme with 20–30 products: 2–3 weeks. A custom theme from scratch with full catalog and integrations: 4–8 weeks. These assume you receive assets, copy, and approvals in a timely manner. Tie your timeline to client deliverables, not calendar dates.

How do I handle scope creep on Shopify projects?

Define a change order process in your proposal. "Any work outside this scope will be quoted separately before proceeding." When a client asks for something new, acknowledge it, estimate it, and get approval in writing before adding it to the project. Email threads are contracts in practice.