Alex Sterling
Senior Shopify Developer & Tech Lead
Alex leads the Shopify engineering practice at Yaxify Digital, with 8+ years of hands-on experience building custom Shopify 2.0 themes, designing section schema architectures, and optimizing e-commerce performance for clients across the USA, UK, and UAE.
His work spans the full Shopify development stack — from custom Liquid theme development and section schema design through to Core Web Vitals optimization, platform migrations, and Shopify POS integration for multi-location retailers. He has personally audited and improved PageSpeed scores on 100+ Shopify stores, with documented results including the 48 to 94 case study that remains one of the most-referenced speed optimization articles in the Shopify community.
Areas of Expertise
Shopify Theme Development
Custom Shopify 2.0 theme architecture, section schema design, Liquid templating, and OS2.0 migration. 200+ custom section schemas designed.
E-Commerce Performance
Core Web Vitals optimization, PageSpeed improvement, image pipeline engineering, render-blocking script removal. Documented results: 48→94 PageSpeed on mobile.
Platform Migrations
Zero-downtime Shopify migrations from WooCommerce, Magento, BigCommerce, and custom platforms with full SEO preservation.
Custom Integrations
ERP integration, Shopify POS configuration, headless Shopify with Next.js, and complex API development for enterprise e-commerce operations.
Published Articles
Shopify Speed Optimization: How We Took a Store from 48 to 94
A complete breakdown of the 7 fixes we used to push a fashion accessories store from PageSpeed 48 to 94 — with real before and after numbers.
Read Article Pricing GuideHow Much Does Web Development Cost in 2026? (From $500 to $500K+)
Real price ranges for every type of web development project — landing pages, ecommerce, custom apps — plus the honest agency vs offshore breakdown.
Read Article SEOShopify Migration SEO: How to Move Platforms Without Losing Rankings
The exact migration process we follow to preserve every ranking — from pre-migration audit to 301 redirect setup to 90-day post-launch monitoring.
Read Article Shopify DevelopmentShopify Section Schema Guide: Every Input Type & Best Practices
The complete Shopify section schema reference — every input type explained, block architecture patterns, and the design practices that make merchants love configuring sections.
Read Article Pricing GuideHow Much Does It Cost to Build a Shopify Store in the US? (2026 Real Numbers)
Real 2026 Shopify store development costs for US businesses — from starter stores to full custom builds, including Shopify's own monthly fees.
Read Article Shopify POSShopify POS Integration for UK Retailers: The Complete Setup Guide
Everything UK retailers need to know about integrating Shopify POS — Lite vs Pro, Stripe Terminal setup, VAT configuration, and how to get inventory sync right.
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