Twelve questions separate a real Shopify agency from a template shop with a sales team — and good agencies enjoy being asked them. Bring this list to every agency conversation, including with us; the answers (and the comfort level while answering) tell you everything.
The Strategy Questions
- “What will you do to make my store sell — specifically?” Listen for speed, trust signals, checkout flow, product page logic. Design vocabulary without conversion vocabulary is the tell.
- “What would you NOT build for my budget?” Honest agencies descope openly. Everything-included answers at every budget level mean corners get cut silently instead.
- “Which of my assumptions do you disagree with?” An agency that never pushes back is an order-taker, and you’re not paying for a keyboard.
The Money Questions
- “Is the quote fixed, and is it itemised?” Both should be yes. Every line is a commitment.
- “What triggers additional costs?” Scope-change rules in writing, before signing.
- “What are the monthly costs after launch?” Apps, plan tier, maintenance — the full stack, like our cost guide lays out.
The Delivery Questions
- “Who exactly works on my project?” Meet the doers, not the sellers. Subcontracting isn’t evil, but hidden subcontracting is.
- “What were the load times of your last three builds?” Specific numbers or evasion — both are answers. (Why speed decides revenue.)
- “Show me a launch checklist from a past project.” Process leaves paper. Ours has 27 points, published.
The Aftermath Questions
- “What happens in the 30 days after launch?” Support terms, response times, what’s included — in writing. (What good looks like.)
- “Can you also run CRO and marketing later, and how do they connect?” Full-funnel capability matters even if you don’t buy it yet — silos between your future vendors cost real money. It’s why we built everything under one roof.
- “Can I speak to a client from 12+ months ago?” Fresh references are easy; year-old happy clients are the real signal.
Scoring the Answers
No agency aces all twelve on the spot — you’re watching for pattern, not perfection: specificity over promises, comfort with pushback, paper trails for process. Pair this list with the 9 structural checks and the agency vs freelancer decision, and you’re better armed than 90% of buyers.
Frequently Asked Questions
What answer should disqualify an agency immediately?+
Guaranteed revenue numbers before seeing your data. Also: refusing itemised quotes, no post-launch terms in writing, and portfolios with no measurable outcomes attached.
Should I ask about the agency’s own marketing?+
Yes — it’s revealing. An agency that can’t rank or convert for itself is asking you to fund its learning curve. Check their site speed, their content, their own funnel.
How many agencies should I compare?+
Three is the sweet spot — enough to see rate and scope patterns, few enough to evaluate properly. Compare itemised scope, not bottom-line totals.