About Heltra
Shopify Expert Developer Working Directly With You
No agencies, no junior developers, no project managers. Just direct collaboration with me - a senior Shopify expert who builds your store.
Shopify Expert Developer
Fabian Genell
I'm a Shopify developer from Sweden with years of experience specializing in custom theme development for ambitious merchants. After years of working in agencies, I founded Heltra to provide a better alternative: direct access to senior development expertise without the agency markup or communication barriers.
I know a lot about Conversion Rate Optimization (CRO), SEO, Page Speed Optimization, and everything Shopify. My goal is to make sure your store not only looks amazing but also performs at its best to drive sales and growth.
What I Stand For
My Values & Approach
The principles that guide my work
Direct Communication
No account managers or communication layers. You work directly with me throughout the entire process, ensuring clear understanding and faster problem-solving.
Performance First
Every decision is made with speed and performance in mind. I build themes that load fast, pass Core Web Vitals, and provide smooth user experiences that convert.
Quality Code
Clean, maintainable code that's built to last. No bloat, no unnecessary features, just lean, efficient theme code that's easy to update and extend.
Results-Focused
I measure success by the business results your store achieves. Every design and development decision is made with conversion optimization in mind.
Efficient Timelines
I value your time and money. My streamlined process delivers custom Shopify themes in 3-5 weeks, not months, without compromising on quality.
Transparent Pricing
Fixed prices, clear deliverables, no hidden fees. You know exactly what you're getting and what you're paying before we start.
My Background
Expertise & Experience
Specialized in Shopify custom development
Technical Skills
- Shopify Theme Development
Custom theme development using Liquid, Tailwind CSS, Alpine.js, and vanilla JavaScript
- Performance Optimization
Core Web Vitals expertise, image optimization, code splitting, and lazy loading
- Shopify App Development
Private and public apps using Node.js, React, and the Shopify App Framework
Specialized Areas
- Conversion Optimization
User experience design, A/B testing, and checkout optimization
- Platform Migration
Seamless migrations from WooCommerce, Magento, and other platforms to Shopify
- International Stores
Multi-currency, multi-language, and geo-specific content implementations
- Custom Checkout Extensions
Shopify Plus checkout customizations and extensions for enhanced conversion
Track Record
Experience by the Numbers
Results from my Shopify development career
The Difference
Why Work With Me?
What sets me apart from agencies and freelance marketplaces
Agency Alternative
Agencies
High overhead costs, junior developers doing the work, communication through account managers
Working with Me
Direct access to senior developer, lower costs, no communication barriers, same quality or better
Freelancer Difference
Random Freelancers
Inconsistent quality, unclear processes, risky timelines, limited business understanding
Working with Me
Proven track record, established process, guaranteed quality, business-focused approach
Common Questions About My Approach
Are you a full-service agency or a solo developer?
I operate as a "solo-plus" studio. I personally handle all development work and client communication, but collaborate with vetted partners for specialized design work when needed. This gives you the best of both worlds: direct developer access with full-service capabilities.
How many clients do you work with at once?
I limit my active projects to ensure focused attention and quality results. Typically, I work with 2-3 clients at a time in different project phases. This allows me to maintain responsive communication and meet deadlines consistently.
What makes you different from other Shopify developers?
My unique value comes from combining senior technical expertise with business-focused strategy. I don't just code themes - I build conversion-optimized storefronts designed to generate sales. My clients also value the direct working relationship without agency barriers.
Do you only work with established brands?
No, I work with businesses at various stages - from startups launching their first Shopify store to established brands upgrading their online presence. What matters most is having a clear vision and valuing quality implementation.
Will you be around for long-term support?
Absolutely. I built my business on long-term client relationships, not one-off projects. Most clients continue working with me on retainer or for ongoing projects after the initial build is complete.
Ready to Work Together?
Book a discovery call to discuss your Shopify development needs.
