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  • Shopify Expert since 03/2013
  • Projects starting at $2,500


About Underwaterpistol


+44 (0)20 3701 6789


Since building Shopify store #90 way back in 2006, we’ve been busy building 100s of profitable online stores. We build beautiful Shopify sites that sell.

We’re not a cookie cutter, one-size-fits-all kind of agency. If you prefer a hands-off agency, we’re definitely not the right fit for you. In fact, we’re renowned for our hand-holding. We think outside the box to help you understand the true value of your business. Our focus is helping you build a brand, as well as a business.

Consider Underwaterpistol your virtual team of ecommerce chaperones. We want to partner with ambitious brands that want to punch above their weight and compete with big league competitors.

A shiny new website might be job done for some agencies, but not us. We develop a tailor-made strategy designed to make your Shopify store as profitable as possible and guide you through the process from start to finish.

From planning, designing, building and launching your online store, we work with you every step of the way. We take the time to understand your business so we can implement the best combination of design and technology, no matter what stage your business is at.

If you think we might be your kind of people, let’s have a chat. Schedule a FREE no obligation consultation, we’d love to speak to you!



• Store setup
• Theme customisation
• Custom theme design & build
• Magento migration
• Bespoke development
• App development
• Search Engine Optimisation
• Pay Per Click management
• Conversion Rate Optimisation
• UX/UI design
• Ongoing support and optimisation
• Ecommerce best practice consultation


• We combine our extensive range of services to deliver a bespoke solution
• Project schedule and costs are agreed and signed off in advance
• Ongoing ecommerce support to design, build and grow your site
• We focus on design and functionality to maximise profits.


• In business since 2003, we’ve helped clients from just about every industry launch their online business
• Full suite in-house agency, including front and back-end development, data-driven marketing strategies and innovative UX design
• We offer top class service from experienced Shopify Plus Experts at competitive prices
• Our experienced team of dedicated Shopify Plus ninjas are passionate about building and scaling industry leading brands
• We specialise in Shopify theme build, custom development and high-volume SKU migrations
• We work with our clients on an ongoing basis to optimise conversion.

44 Testimonials


It is about a year ago when Underwaterpistol has helped us implement some apps. This all went without any problems and in a timely fashion. Meanwhile we have changed the themes so we dont use the changes that were made any longer.


UWP helped us deliver a full website re-brand which was delivered to high standards, and also bolster our product proposition helping us launch our now most popular product offering on site. A pleasure to work with their development team, who are very knowledgeable and helpful.

Guillon Fleurs

In September 2018 , through SHOPIFY we were offered the choice between several developers . Out of the 3 we selected , UWP stood out promptly as they demonstrated a good interest of our industry , a clear understanding of the back end structure that our website would require and a quick implementation of our front end choices . It took us only one day to delineate their perimeter of activity and agree their cost of intervention .
The working relation with the UWP developers designated to us was close and very responsive until the moment we went live .The other good point is that there was no bad surprise between their initial estimate and the actual budget spent on our development .

ColdCuts // HotWax

After an initial conversation with Gary and Sophie, we felt confident Underwaterpistol had the knowledge and expertise to complete the plan we had for our new website.

Their communication was brilliant throughout and any issues were quickly resolved. The deadline for completion was missed by a week or so, but given the tricky nature of the bespoke functions we needed implemented on the website this was understandable.

The most important thing, was the implementation of these functions without taking away anything from the design and UX ( from our experience, this was a task many Shopify developers had struggled with in the past).

The professionalism shown throughout the work was fantastic. We really couldn't recommend Underwaterpistol enough, and we look forward to working with them on some more of our exciting projects in future.

Will Baxter - Founder @ ColdCuts // HotWax.

Jaded London

Underwaterpistol were a dream to work with, they completely understood the direction we wanted for our new website and delivered quickly and to the highest quality. The team are fantastic and we're looking forward to continue making our new website even more amazing with them in the future.

Abbott Lyon Europe

Having started out with a template theme, we decided it wasn't enough and essentially re-built our store from the inside out in conjunction with Underwater Pistol. They've helped us on front and back end functionality, across multiple websites and done so at an extremely high level.

We're really pleased with the work they've done for us over the last 12 months and look forward to working with them in the future.

Great Little Trading Co.

We appointed Underwaterpistol to carry out a large web re-platform for us which involved a number of complex integrations with various existing systems in place as well as a custom theme developed for us. The team at UWP are brilliant! They're a talented bunch, who work hard and have exactly the right attitude to get the job done. When faced with a challenge they get stuck in and find a solution, working quickly and efficiently. They're always a pleasure to talk to and are fantastic at communicating and keeping the client up to date, we always felt like they were on top of things. Throughout the project I felt reassured by their ability to simplify things and avoid complications.
They're knowledge and experience of the Shopify platform has been crucial to the successful launch of this project and I have no hesitation in using them for future work or recommending them to others.

Talking Tables UK Trade

I am very pleased with the work provided by UWP, especially the speediness and pro-activeness they have when you need them.

Elderbrook Drinks

Good customer service and we ended up with a great looking site.


Working with the team at Underwaterpistol was outstanding! The team really took the time to understand our design requirements and executed them with absolute precision, as a startup business this was crucial to us.

Flare Audio Ltd

Quick initial build and good support throughout. Keen to make suggestions on how to improve the site and always open to new ideas.


I recently attended a shopify expo hosted by Underwaterpistol and the support on the night was amazing.
There team really know their stuff and I’ve been working with them to develop my site since.

They have been excellent when providing user experience info and have helped me research ways to improve this that have made my site


UWP Did a great job building Torgoen's website while keeping a high professional standards of development and communication

Scent City

Great experience working with Underwaterpistol, gets the task done with and keeps us updated with whats happening. Understood our concept. No hesitation in recommending!

Decadent Decaf Coffee Company

Underwater Pistol did a great job for our first ecommerce website. They had a really good grasp of what we wanted and got down to it quickly as well as being responsive. They are also good value compared to a lot of the other players on the market. Since then, UP have produced two other websites for us.

Ivy Designer Collections

Underwaterpistol was personally recommended to me after a failed attempt with a local business who charged me for work which was never completed. Despite based in another country my set up was transparent, training was provided via Skype and the process was painful. Most importantly, the fee was reasonable. I would highly recommend Underwaterpistol.

Look Up

When graphic design studio &SMITH designed our website, they warned us that it might look a bit different on completion, because the web developers would have to work within the limitations of a template/theme. However, Underwaterpistol exceeded our expectations. They succeeded in delivering the graphic look and feel created by &SMITH as well as exceptional functionality. What's more, they offered great advice, answered all our questions (even the silly ones), and made it very easy for us to use and update all aspects of the site. All in all, they delivered an exceptional service – their expertise and willingness to help knows no bounds.

Nocturne UK

The team is really good and they know what they are doing. They were also always available when I needed them which was amazing.
They came with cost efficient solutions that were adapted to my business, and their prices were very reasonable. They also respected the timings.
I didn't put "excellent" because I wish they could have advised us more on e-commerce payments options in the beginning. But they did an excellent job on all other areas.
Overall I'm really happy!

Flare Audio Ltd

We initially approached UWP with a very tight deadline. Even though this was an almost impossible task, they were keen to get stuck in and were not afraid of the challenge. We're now working very closely together on a number of projects and have constant communications and great support. Would definitely recommend!

Iffley Road

UWP built us a great website, which is a massive improvement on the old one. They stuck to the agreed time deadlines and worked in a cost effective way. Gary has a lovely manner and we thoroughly enjoyed working with him.


I highly recommend this team. Although they're in the UK and I'm in Los Angeles, it worked out perfectly. I needed a special landing page created that would also be flexible enough to be used in other ways. I'm very pleased with both the process and the outcome. They do high quality work - great design, coding, and communication. I will definitely be back when I need more work done on my site.

Kat Maconie

We found Gary to be extremely professional, and we love his friendly and efficient approach in his work. We are very happy with our website build and design, Gary has a great understanding of what we want from a website including ease of use. And he is always available to contact should we have any questions or requests.

Mrs Wordsmith

Underwaterpistol helped us grow and thrive during a crucial time for us - our launch. We are grateful to Gary Carruthers and his team for providing Mrs Wordsmith with a perfect initial platform which helped our business initiate and accelerate great campaigns.


Gary Carruthers and his team have been fully attentive to my needs. Their suggestions and recommendations have helped my business grow to another level. Their designs have improved conversion and aesthetics of my site. They are attentive to detail and have a great eye and vision for what works for your brand. They are passionate about their work. There was an an expert in every field (design, SEO, coding, etc.) at my fingertips giving their all to help me. I am very grateful to have found them.


Underwater Pistol helped us relaunch our site on Shopify Professional from a custom built site that was causing us tech issues, they were efficient, effective, supportive and excellent to work with. They continue to always be on hand to help and are immediate in responding and helping us. We couldn't have relaunched so efficiently without them.

I would strongly recommend them and I am happy to give recommendations personally if you have any specific questions.

Lucy Baxter, Commercial Director at CultureLabel

Georgia Hardinge

Absolutely loved working with Gary at Underwaterpistol. Gary and the team really understood the brand and translated the brand identity in the website. I'm so proud of my site! I would highly recommend their services!!

Michele Hilton

Gary and his team have been wonderful to work with - very responsive and accessible as well as knowledgeable about how to balance visual content so that it would also be dynamic and actionable. They were quickly able to gauge the level of guidance and involvement I needed to get my commerce site up and running. Without hesitation, I would highly recommend Underwaterpistol!
Michele Hilton, www.michelehilton.com


Calm, insightful, diligent and clever — the Underwaterpistol team understood our brief and met it in every way. They did so with speed and skill. A complete pleasure to work with, they are a witty, warm and experienced team.

Publishing, like any industry sector has its own arcane language, sometimes bizarre requirements and plenty of heavyweight competition. The folks at Underwaterpistol navigated all that and helped deliver a classy and user friendly solution. We recommend them wholeheartedly.

Honestly Healthy Food

Gary and his team were amazing! I wanted to create a website around a different platform and I am so glad Gary talked me into using Shopify.

Gary was quick to turnaround and was able to produce exactly what we wanted. We have already had so much positive feedback from our fan base.

Nude Teas

Underwaterpistol have been great from start to finish. They're friendly, professional and have been very useful giving useful advice along the way. They've gone the extra mile to help us get us up and running and selling lots of tea. Would definitely recommend.
Great service at a very reasonable price .

F9 Audio | Royalty Free loops | Wav Samples | Apple Loops | Synth Presets | Free DAW Tutorials

Underwater Pistol were without doubt the best choice I could have made whilst setting up shop. Perfect Design, Support and Knowledge of the entire Shopify system made my journey not only dead easy but exciting instead of stressful. I highly recommend this excellent team and am proud to call them friends of F9 Audio.

Stript Snacks

Underwaterpistol are a professional outfit who delivered my website on time and within budget. I have since gone back to them for occasional extra work to add to the site. I would recommend them.

Shop Pyramid

I found UWP by searching for Shopify experts in my area and met with them in London. I've worked with them over the past few month transforming my company's shopify site (shoppyramid.com) which was just the shell of a purchased theme and fully implementing custom design and functionality changes. They've worked very hard on all of my projects and are very responsive to requests. They've also handled some printing for me and I'm looking forward to creating a facebook and google ads program with them. UWP is really on top of the game. I'd definitely recommend them.

Mustard Vintage

Underwater Pistol were great to work with on this project. I supplied the design and artwork files which they converted into a shopify site that looked great, we had regular discussions over Skype and phone which resulted in an initial start up template to the website that looked and functioned exactly as I had hoped.

After 8 Shoes

Gary and the team made a daunting task very easy, moving from Magento to Shopify. They created us a theme that was suitable for our product and branding. Infact, for two technophobes the whole process was really enjoyable!
We would highly recommend Underwaterpistol.
Louise and Liv


UWP team has been very attentive to our needs! Any query, no matter how big or small was always addresses within 24h. It was a relatively fast and painless experience and we would be happy to recommend UWP's services to anyone thinking of opening their own shop on-line. We felt looked after and listened to. We're delighted with the results!

The Wedding of My Dreams

Gary, Tara and the team at Underwaterpistol are friendly, professional and highly skilled. I would certainly recommend them. After showing them sites we liked and didn't like they were able to put together a site which looked amazing - really understanding the look and feel we wanted to achieve for our brand. Our site is extremely user friendly, customers have commented on how easy it is to use resulting in our average order size increasing by 45%.
Gary was helpful in recommending which apps to install for certain functions. Emails were always answered promptly.
The team were very flexible, I had to move to New York during the project, they were happy to put the project on hold and pick it up when I was ready. Communication throughout was excellent. I would highly recommend working with them.

The Loupe | Designer Jewelry, Fashion Jewelry

The team at Underwaterpistol is amazing! Incredibly responsive, attentive and caring. They provided insightful recommendations on how to best implement any of my requests while being mindful of my budget. They were able to "get" my vision and helped it come to life. I will continue working with them on future projects and they have become my go-to for website design, management and marketing.

Erin Petson

Gary and his team were very supportive and helpful in bringing my dream website to life, they were very professional and i felt
they understood the needs of my business in designing my website.

Susie Clegg

It has been a pleasure to work with Underwater Pistol on this project.

All emails and queries were always answered quickly and nothing was ever too much.

Another Love

Underwaterpistol created the most magnificent website we could have ever imagined. Our site has the features & styling of some the leading retailers in the world. Our store is extremely functional and easy to use and navigate for us & our customer. The entire team are very friendly, helpful, & trustworthy. We easily worked with them whilst on the opposite side of the world. Recommend +++

The Teacup Workshop

Underwaterpistol have encouraged me to be as involved in the project as I want to be.

Everything I have asked them to do has been completed efficiently and they have given me helpful advice and insights into the best possible way to manage my website.

Gary and the team have helped bring my business to life and continue to provide invaluable support and advice.

Thanks guys!

Hoptroff Ltd

Underwaterpistol were extremely competent and helpful in setting up my e-commerce site, including both graphic design and technical services.

I recommend them without reservation.


It has been an absolute pleasure working with Gary and Tara. They deliver top-notch work at a very reasonable price. Everything that was promised has been delivered, and then some. Whether you are looking for a few site tweaks or a full overhaul, Underwater Pistol has you covered. I can't give these guys enough praise... they are simply THE BEST!!! and we will continue to use them in the future.

Hire us for...

  • Design
  • Development
  • Marketing
  • Setup