Shopify build
View case studyJamb
We rebuilt Jamb on Sanity and Next.js, merging two legacy PHP sites into one calm catalogue without losing the SEO equity their antique and reproduction collections had built up.
Headless Shopify storefronts, built around your brand
Custom headless Shopify storefronts on Next.js. Built around your brand, fast by default, and ready for the custom functionality your roadmap needs.
Headless Shopify, built on Next.js
Commerce experiences worth building headless
Configurators, build-your-own-bag flows, custom buying journeys, and editorial pages your marketers control. The things that make a brand feel premium and a store convert.
We build the storefront on Next.js and let Shopify do what it's great at: products, inventory, cart, and checkout. You get a site that loads fast, ranks, and can do whatever the brief asks for.
Companies of all sizes trust Roboto Studio
What you can build headless
Custom functionality
Configurators, build-your-own-bag flows, made-to-order steps, lookbooks, and multi-step buying journeys. The kind of thing premium brands ship to make buying feel like part of the product. On a custom Next.js frontend that's just another component to build.
Storytelling and content
Campaign pages, editorial, structured product narratives, and navigation all live in a CMS your marketers edit directly. They ship pages without a developer ticket, and Shopify keeps handling products and checkout.
Performance and Core Web Vitals
Server rendering, image optimisation, and a Vercel edge network in front of every page. Sub-second product pages and listings at scale, including catalogues in the thousands. The result is Core Web Vitals you actually pass.
Two ways teams come to us
New build or replatform
Some teams come to us for a new build: a brand-led storefront from the ground up on Turbo Start Shopify, our open-source headless commerce starter. You get a custom design, the functionality your roadmap needs, and a content setup your marketing team owns.
Others are already on Shopify, or another enterprise commerce platform, and the storefront has become slow, hard to edit, or capped by the theme. There we rebuild the frontend on Next.js for Core Web Vitals and conversion, and keep the commerce backend where it is. Most of the time that's a storefront replatform, with the rest of your stack left alone.
Either way, the commerce data stays in Shopify and the experience moves to Next.js.
Performance that pays for itself
Speed and conversion
Shopify themes carry weight you can't always control: app scripts, render-blocking assets, and a checkout you can't fully tune. A headless frontend on Next.js strips that back. We server-render the pages that matter, defer the rest, and serve everything from the edge.
Faster pages convert better and rank better. For a replatform we benchmark Core Web Vitals and the key buying journeys before we start, then measure the same numbers after launch, so the performance and conversion gains are something you can see rather than take on faith.
If your current Shopify storefront feels slow, we'll tell you exactly what's dragging it down before you commit to anything.
My best experience with a consulting company. The results were delivered faster than expected and with top quality. Jono ensured I understood the process and suggested a great approach. Both execution and communication were flawless.
Eric Yang
CEO at Topaz Labs
Shopify builds we've shipped
Turbo Start Shopify
The stack we ship on
Every build starts from Turbo Start Shopify, the open-source headless commerce starter we maintain. Next.js 16 for the frontend, the Shopify Storefront API for products, collections, cart, and checkout, and Sanity as the editorial layer for pages, blog, navigation, and SEO. Vercel handles hosting, edge caching, image optimisation, and observability.
None of it is exotic. It's the same stack we run in production for clients, type-safe from the database to the page, and you can read every line of it on GitHub before you hire us.
Burning questions
Thinking about headless Shopify?
The ones we get asked the most
What is headless Shopify?
Shopify still runs the store: products, inventory, cart, checkout, customers, and fulfilment. Next.js renders the storefront, and the two talk over the Shopify Storefront API. Customers see a custom site backed by Shopify, and your team edits content in a CMS instead of theme code.
Can you build custom functionality like a build-your-own-bag configurator?
Yes, and it's the main reason to go headless. Configurators, made-to-order flows, product personalisation, lookbooks, and multi-step buying journeys are all just components in a Next.js app. If a premium brand has a storefront experience that feels genuinely bespoke, it's almost certainly headless.
We're already on Shopify. Is replatforming the storefront worth it?
A replatform earns its keep when page speed is hurting conversion, when the marketing team is stuck waiting on developers, or when the design you want won't fit the theme. If none of those apply yet, we'll say so. We benchmark your current Core Web Vitals first and give you an honest read before you commit to anything.
Does this work on standard Shopify, or only Shopify Plus?
Both. Headless works on standard Shopify. Plus adds checkout extensibility, multi-store, scripts, and higher API limits, which matter once volume or compliance demand them. Slingshot Bio runs on Plus, Jamb doesn't, and the build pattern is the same.
What happens to SEO during a replatform?
It's planned from day one. We map every URL before launch, ship redirects on launch day, wire internal links through CMS references rather than hardcoded slugs, and watch Search Console and Vercel through the cutover. Jamb's rebuild merged two legacy URL spaces and held its rankings. The CMS migration service covers the mechanics in depth.
Can we keep our Shopify apps?
Backend apps that touch inventory, orders, customers, fulfilment, or accounting stay. Frontend apps that inject scripts into a theme usually move into the Next.js codebase instead, which is faster and cheaper than paying for them every month.
Ready when you are
Tell us what you're building. A new headless storefront, the custom functionality your roadmap needs, or a Shopify store that's gone slow. We'll scope it honestly in a 20-minute call. If you'd rather look under the hood first, Turbo Start Shopify is the same starter we ship on production builds.
Get in touch
Tell us what you're building. We reply within one working day — Jono or someone on the team picks up every message personally.