Shopify developer & CRO specialist

AI mockup or SEO plan? I'll build it on Shopify.

ChatGPT or Figma designs and AI‑search fixes, built faster with AI and checked by a senior developer.

Native first: Shopify's built-in features before apps, custom-built when needed, so your store data stays safe.Native first: Shopify features, custom apps when needed. Your data stays safe.

Most setups and fixes delivered in 24–48 hours, often under estimate.

I'm a Shopify developer and conversion (CRO) specialist, so I don't just build your store, I make it sell.

Specialist in
Product customizers Custom Shopify apps Native Shopify B2B Technical SEO Structured Data & Schema Core Web Vitals Google Merchant Center
Start a project See client results
Have a mockup or design?ChatGPT, Figma or a sketch. Message me on Upwork to arrange a call. Free 30-Minute Call
Philip Diaz
Philip Diaz Shopify Developer · CRO Specialist Product Customizers & Custom Apps Cebu City, Philippines
Top Rated on Upwork
4.9 79 written reviews 161 Shopify jobs completed 2022 On Upwork since
Endorsed by Upwork clients
  • Committed to Quality
  • Clear Communicator
  • Reliable
  • Collaborative
  • Solution Oriented
  • Accountable for Outcomes
  • Detail Oriented
  • Professional
Free 30-Minute Call
Verified & featured on
Shopify Verified Skill Badge: Liquid Storefronts for Theme Developers Shopify Verified SkillLiquid Storefronts for Theme Developers YouTube@philipdiazwebdev LinkedInConnect with me
AI-powered workflow

How I build with AI

AI does the heavy lifting. I make sure it's right. You get complex Shopify work done in a fraction of the time, with senior-level quality.

My AI toolkit

Claude Code

Builds themes, custom features and bug fixes in a fraction of the usual time.

Claude Artifacts

No design yet? I create a clickable mockup you can review before I build anything.

Claude Chat

Keeps my daily tasks, client notes and project steps organized, so nothing gets missed.

How a project runs

  1. 01

    You share the plan

    Your ChatGPT, Figma or HTML mockup, your store URL, or your SEO and GEO plan. No design yet? I'll create a clickable mockup first.

  2. 02

    AI-assisted build

    I build with Claude Code on a copy of your theme, with every change tracked in Git.

  3. 03

    Senior review & testing

    I review every line and test on iPhone, Android, Windows and Mac, in all major browsers.

  4. 04

    You approve, it goes live

    You check the work and give feedback before anything touches your live store.

Time to launch

Traditional build2–3 weeks
AI-assisted buildabout 1 week

Based on a recent store revamp from a ChatGPT mockup.

What I still do myself

  • Planning and solution design
  • Reviewing every change
  • Testing on real devices and browsers
  • Shopify best practices and security
  • Talking with you
Free 30-Minute Call
  • Progress updates with time spent
  • Step-by-step guide so your team can manage it after

Recent results

B2B wholesale (Shopify Grow plan)

Needed in 48 hours. Live in under 24. 9 hrs vs a 10–16 hr estimate. No plan upgrade, no B2B app fees.

Landing page from an HTML mockup

Needed by Monday. Delivered over the weekend, with reusable sections.

SEO & AI search visibility

Within estimate. Copilot citations 0 → 29 in 30 days. Google impressions doubled in two weeks. #1 for key local searches.

Selected clients

Shopify stores I've built and grown

Shopify brands I've worked with that approved being named here.

Framely logo
Australia · Custom framing & canvas prints
Named with permission Private client · Upwork contract

Framely

Built Print & Frame, a custom app product customizer where shoppers upload a photo, pick size, finish and frame, and see a live preview and price, and implemented the full website design revamp.

Custom app Product customizer Site redesign
Visit storeframely.com.au Read case study →
Private client
Australia · Gourmet chilli sauces & condiments

Gourmet chilli sauce brand

Long-term CRO partner: shopping by intent and brand, AOV-focused add to cart, B2B, reviews and speed.

CRO AOV B2B Speed
View project →
Printivart logo
Australia · Custom art printing
Named with permission Private client · Upwork contract

Printivart

Store revamp from a ChatGPT mockup, built 1:1 in Shopify with AI in about 1 week, plus 6 product options.

AI-assisted build Store revamp Product options
printivart.com.au View project →
See case studies
300+ Shopify stores since 2017

I've seen what goes wrong, again and again.

Since 2017, I've helped more than 300 Shopify stores, most of them startups. After that many, I know the complaints and problems store owners run into most, and where to look first to fix them.

For new brands, I help build the whole foundation: branding, content and SEO so they show up on Google, plus Meta and Google Ads pixels when they're ready to run paid ads. Today, that also includes GEO, so AI tools can find and recommend their store.

Most common problems
Low conversion Not found on Google or AI Messy product data Broken tracking Slow store Unclear product pages
What I usually help with
Branding Content SEO Meta Pixel Google Ads tracking Blogs Custom functionality Speed optimization Accessibility Structured data Data cleanup AI GEO

Clients marked 'Named with permission' approved being featured. Others are kept private out of respect for their business, but every project here is a real client project completed through Upwork. Want to know more? Send me a message on Upwork and I'll walk you through the details.

Free 30-Minute Call
How I help

Two starting points. One goal: a store that sells.

If your sales are slow

CRO focus

Your store gets visitors but not enough sales. I find out why and fix it.

  • Find where your store is losing buyers
  • Clearer pages that help shoppers buy
  • Fix broken links, product data and tracking
  • Get found on Google and AI tools
Learn more about CRO →

If you're new to ecommerce

Have a product but no store yet? I build it right from day one.

  • A clear plan for every page you need
  • Products, shipping, payments and policies set up
  • Copy written with you from simple questions
  • SEO set up so buyers can find you
Learn more about store builds →
Sound familiar?

Most stores lose sales in the same few places.

If two or more of these ring true, there's money being left on the table.

  • Visitors come, but very few buy
  • Not showing up on Google or AI assistants
  • SEO feels confusing, and your page titles and descriptions were never set up for search
  • Product pages are messy or missing key details
  • You have a product but no idea what pages or content you need
  • You don't know what to write about your own product
  • No blog, or blog posts that bring no traffic
  • Manual wholesale approvals eating your time
  • Paying for multiple apps just to run wholesale
  • GA4 data you can't trust
  • A launch deadline coming up fast
CRO

Conversion optimization, backed by data.

More traffic doesn't help if visitors don't buy. I find where your store is losing buyers, fix it, and measure the result, so changes are based on data, not guesses.

5.0 Shopify growth partner · SEO & CRO · 3 months

Phil was excellent to work with on our Shopify site. I'd happily hire him again and recommend him to anyone who needs a reliable Shopify dev.

He understood the brief quickly and asked sensible questions up front so we were aligned on scope and priorities. Communication was clear, prompt and straightforward throughout the project, which made it very easy to keep things moving. The work itself was high quality: clean implementation, thoughtful solutions rather than quick hacks, and everything delivered on time. He also spotted a few issues outside the original scope, explained the impact in plain English and suggested practical fixes, which I really appreciated.

Overall, Phil feels like a safe pair of hands for any Shopify work. If you want someone who knows what they're doing, doesn't stuff you around and gets things done properly, he's your guy.

Asa Gourmet chilli sauce brand, Australia
Reliable Committed to Quality Solution Oriented Clear Communicator Detail Oriented Accountable for Outcomes
Verified client review on Upwork
01

Check the data

I review your analytics, funnel and tracking to see where shoppers drop off.

02

Find the leaks

I look at product pages, cart, checkout, speed, mobile and trust signals to find what's stopping people from buying.

03

Prioritize fixes

You get a clear list of changes ranked by impact, so the biggest wins come first.

04

Implement & test

I make the changes and A/B test the important ones when the traffic allows it.

05

Measure results

We compare conversion rate and sales before and after, so you can see what actually worked.

1.34% → 3.39% Conversion in the first month · AU retailer
<1% → 2%+ Conversion after an A/B tested layout · AU single-product brand

Want to know where your store is losing buyers? Message me on Upwork to arrange a free 30-minute call about an audit.

Free 30-Minute Call Learn more about CRO →
Technical SEO

Structured data that search engines and AI agents can read.

I build one connected schema layer across your Shopify store and fix Rich Results and Merchant Center errors, so Google and ChatGPT, Gemini, Copilot and Perplexity read the right details.

Schema markup Entity SEO Rich results & Merchant Center AI agent readiness
Explore technical SEO Read the guide →
Results clients have gotten

Real stores. Measurable changes.

AU retailer
1.34% → 3.39%

Conversion in the first month. Orders up 27% year on year.

AU single-product brand
<1% → 2%+

Conversion after an A/B tested layout.

US furniture brand
½ the cost

Figma → Shopify in weeks instead of months, at about half the quoted cost.

Framely · AU framing
Top seller, 1 yr on

Custom canvas print builder, still a top sales driver after a year.

US specialty retailer
Full cleanup

Broken links and product data fixed, so customers, Google and AI tools find the right information.

SEO, Google Search & Shopify fixes · May 2026

Phil has been a godsend for us. We were having a couple of issues with SEO and Google Search, not realising that there was some deeper issues with the new theme we had deployed.

We hired Phil and he has been brilliant, systematically working through our Google, Cloudflare and Shopify, changing it all to best practice. We have noticed a large increase in traffic and better click through and sales with us having implemented his suggestions.

He is very quick to respond and treats our business like its his own.

Asa Gourmet chilli sauce brand, Australia
Verified client review on Upwork
Why work with me

Why clients keep working with me

Two of my Upwork clients, one in the US and one in Australia, have worked with me for over two years and counting.

Native first, security always

If Shopify can do it natively, that's what I use. When it can't, I'd rather build a small custom app than install one you can't vet. Every third-party app you add can read parts of your store data, adds code to your store, and comes with a monthly fee. Fewer apps means a safer, faster store that's easier to maintain.

Finished work, not "done for now"

Tested on mobile, tablet and desktop, iPhone to Windows

Simple to manage. Your team can update it without calling me

No babysitting. You won't need to chase updates or re-check my work

Fast turnaround. Clear timelines and quick updates, no waiting days for a reply

Well documented. Every build comes with notes your team can follow

Accurate estimates before any work starts, so there are no surprise costs

Proven portfolio of Shopify builds, custom apps and redesigns
Client reviews

What clients say on Upwork

4.9 on Upwork · 79 written reviews

Featured: Asa from a gourmet chilli sauce brand, in Results above

“Philip is an excellent developer. Probably one of the best we've worked with in the past five years.”
Nana Full Shopify store build
“Working with Philip is great! While Upwork has lots of 'dodgy' freelancers who rip you off, Philip is not that!
He's honest.
He's hard working.
Best of all, he gets your job done properly.
Really appreciate working with you Philip, what a great experience.”
Dylan Shopify speed optimization
“Excellent developer, highly recommended. Always completes high quality work even when solving through very difficult tasks.”
Matt R. Framely · Shopify theme updates
“Superb job quality, everything I need for my website, Customizer configuration etc. are all delivered. Highly recommended!!”
Yen Store revamp & product customizer
“Philip was excellent to work with and provided lots of practical feedback and solution. Philip was quick to understand our issue and provided recommendations depending on his discovery process. Highly recommend Philip and looking forward to our next projects.”
Iris Purchase tracking audit
“We always have a smooth experience with Philip, its very easy to communicate with him and his output is always clean, correct and quick.”
Cesca Landing page build
Read 79 written reviews Free 30-Minute Call
About

20+ years building software. Shopify since 2017.

From desktop business systems and WordPress to enterprise Shopify stores, I bring a full-stack background to every project.

BS Computer Science, NORSU Freelance developer 2017–2022 Top Rated on Upwork Cebu City, Philippines
My background
Hiring from abroad? Why work with a Shopify developer in the Philippines →
Also available

Advanced Shopify, when you need it.

Custom product builders

Build-your-own products, photo uploads, live previews and pricing.

Learn more →

Advanced Shopify

custom sections metafields functions flow custom apps APIs B2B large catalogs

Figma → Shopify

Pixel-accurate themes that work just as well on mobile.

Learn more →

Migration to Shopify

Move from WooCommerce or WordPress to Shopify with your products, orders and subscriptions carried over.

Learn more →

Tracking

GA4, Google Ads, Meta and server-side tracking set up correctly.

Learn more →

Google & AI Shopping

Product titles, taxonomy, GTINs and structured data.

Learn more →

Agentic Storefronts

Make your products discoverable and shoppable in AI chats, with clean product data AI agents can understand.

Product taxonomy

Map your products to Shopify's Standard Product Taxonomy with the right categories and attributes, for better filters, search and Google Shopping.

Mobile & accessibility

Stores that work on every screen size and for every shopper: responsive layouts, readable text, keyboard and screen reader support.

Frequently asked questions

Questions clients ask before we start

New to ecommerce? These are the questions I hear most. If yours isn't here, send me a message on Upwork.

How much do your services cost?

It depends on what your store needs. A full build can cover everything from setting up your Shopify store, products, shipping and delivery, to SEO, tracking pixels and Google Merchant Center. For existing stores, I usually start with a 3 to 5 hour audit, and the estimate depends on what the audit finds. If you already have a mockup, share it and I can estimate from that. Message me on Upwork for a quote.

How do I get a quote?

Message me on Upwork with your store URL (or your product if you're starting fresh), what you need, and any mockups or examples. I'll reply with a timeline and estimate before any work starts. For longer projects, the estimate takes the total hours into account.

Do you offer a free audit?

No. A proper audit takes real time, usually 3 to 5 hours depending on the size of your store. I go through your analytics, product pages, SEO, tracking and checkout so the recommendations are based on your actual data, not guesswork. You get a prioritized list of fixes you can act on, whether or not you hire me for the implementation.

Are you an agency, or do you have a team working on your projects?

No, I'm not an agency. I work solo, so the person you talk to is the person doing the work, with no hand-offs to other developers. With today's AI tools in my workflow, my turnaround is around 70% faster than it was before AI, so you get the attention of one experienced developer with much quicker delivery.

Can I hire you outside of Upwork?

I work through Upwork only. I've been on Upwork for almost 4 years, and it lets both of us focus on the work instead of worrying about payments. You get Upwork's payment protection, and I can put all my attention into building and fixing what your store needs.

I'm new to ecommerce. Do I need to know anything technical?

No. You know your product and your customers; I handle the technical side. I'll guide you through each step in plain language and ask simple questions about your business when I need information.

See all questions

Still have a question? Free 30-Minute Call

Let's get started

No detailed brief needed.

Message me on Upwork to arrange a free 30-minute call. If you need an audit, I'll explain the scope and cost first. Implementation is quoted separately. Free 30-minute video call. No resume, portfolio or paid test tasks needed. Message me on Upwork or send a Zoom calendar invite. Available Sunday–Friday, 6 AM–5 PM Philippine time.

Free 30-Minute Call
  1. 1 Your store URL, or just your product if you're starting fresh
  2. 2 Your budget
  3. 3 What's not working, or what you want to build

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