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Shopify Design and Development

A Sunshine Coast success story, Billy J Boutique partnered with BA to reimagine their Shopify store from the ground up. The goal was to improve usability, overcome technical limitations and create a more elevated online experience that better reflects the brand. With a large and complex product catalogue to manage, this was an opportunity to reset the foundations and build a more scalable, intuitive store.

The rebuild began with a complete overhaul of the product catalogue and site structure. With over 14,000 outdated and out-of-stock products, the team made the call to start fresh. This allowed for a cleaner tagging system, improved navigation and more refined collections that better support both merchandising and customer browsing.

Filters across collection pages were rebuilt to align with the updated product tags, striking a balance between usability and operational requirements such as back-in-stock functionality.

From a UX and UI perspective, we introduced a range of custom features to elevate the shopping experience. Collection pages were enhanced with video support, bringing products to life in a way that is not native to Shopify.

We also developed a flexible product badge system powered by product tags, allowing the team to dynamically highlight key messages like “New”, “Best Seller” and “Selling Fast”. Additional enhancements included advanced collection templates for specific ranges such as Bridal, wishlist functionality and a seamless back-in-stock notification system.
Results

To replicate a more familiar fashion ecommerce experience, we implemented colour swatches using Shopify metafields, linking multiple product listings of the same style across different colours. This allowed customers to browse variations visually, while maintaining Billy J’s backend structure for inventory and fulfilment. Ongoing optimisation has also been a key focus, with continuous technical SEO improvements including refined robots.txt rules and enhanced collection filtering to better support search visibility. The result is a high-performing, flexible Shopify store built to support both growth and scale.
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