Available for select Shopify engagements

Juan RojasSenior ShopifyEngineer.

  • Shopify Plus
  • Hydrogen
  • Headless Commerce

I design and build Shopify Plus storefronts, custom checkout experiences and headless commerce architecture — and own them from the first technical decision to production.

Portrait of Juan Rojas, Senior Shopify Engineer

02Engineering Journey

Fourteen years of shipping software. Seven on Shopify.

From enterprise systems and ERP to Shopify Plus and headless storefronts — every chapter added a layer to how I engineer commerce today.

  1. 2012

    2012 — 2016

    First Shopify build

    Foundations

    Full-Stack EngineerSollenges · independent studio, remote

    Ran an independent web development practice — PHP back ends, JavaScript front ends and CMS builds — and led a 14-month Shopify project: Liquid templates, app customization and payment-module improvements.

    • PHP
    • JavaScript
    • Shopify
    • Liquid
    • ASP.NET MVC
    • WordPress
  2. 2016

    2016 — 2019

    Business logic in depth

    Enterprise systems

    Software Engineer → Mid Software EngineerArgentum · Dynasoft Solutions

    Financial-institution systems in Java and IBM System i with automated testing, then ERP engineering on Microsoft Dynamics NAV — architecture, C/AL modules, complex reports, implementations and version migrations.

    • Java
    • IBM System i
    • Dynamics NAV
    • C/AL
    • ERP
  3. 2019

    2019 — 2020

    International team

    Operations at scale

    Senior Software EngineerHail & Cotton International Group

    Software architecture and ERP implementation for an international group — covering inventory, warehouse, logistics and transportation — collaborating in English every day.

    • Architecture
    • ERP migration
    • Logistics
    • Power Platform
    • Power BI
  4. 2020

    2020 — 2021

    Shopify becomes the focus

    Commerce meets integration

    Senior Software EngineerLa Innovacion

    A Shopify + PHP web portal and its integrations, plus a delivery-focused online store — while coordinating a small team and directing projects.

    • Shopify
    • PHP
    • Integrations
    • Team coordination
  5. 2021

    2021 →

    First Shopify app

    Senior Shopify Engineer

    Senior Shopify Engineer (front-end) · Senior Full-Stack DeveloperBairesDev, New York · 4WaysTech, San Juan — remote

    Remote Shopify engineering for teams in New York and San Juan: customer-focused storefronts, app integrations and a vehicle wheel visualizer — my first Shopify app — that shows how wheels look on a vehicle before purchase.

    • Shopify Plus
    • Liquid
    • JavaScript
    • React
    • Shopify apps
  6. Now

    Today

    Where I am now

    Modern Shopify

    Senior Shopify EngineerShopify Plus · Hydrogen · Checkout Extensibility

    Shopify Plus storefronts, Hydrogen and headless builds, Checkout UI Extensions and Shopify Functions for brands across cookware, home, fashion and beauty — with AI-assisted engineering in the workflow.

    • Hydrogen
    • Remix
    • Oxygen
    • Checkout UI Extensions
    • Shopify Functions
    • TypeScript
  • 14+

    Years in software engineering

    Since 2012 — full-stack, enterprise, ERP and commerce systems.

  • 7+

    Years on Shopify

    From Liquid templates to Shopify Plus, Hydrogen and Checkout Extensibility.

  • Remote

    International collaboration

    Teams in New York and San Juan; storefronts for brands in the US and Canada.

  • 80 / 20

    Front-end / back-end

    Front-end depth, backed by PHP, Node.js and integration work.

Education & credentialsSystems Engineering — UNICDASoftware Development Technologist — ITLAScrum Foundation Professional Certificate — CertiProf

I am the one who makes things happen.

The thread through every chapter

03Technical Expertise

The full Shopify stack — and everything it connects to.

Eight areas of hands-on expertise, from Liquid sections and Hydrogen loaders to checkout extensions, Shopify Functions and the integrations behind them.

01 / 08

Shopify Plus & Shopify Architecture

Storefront systems designed to scale with the business — maintainable for developers, ownable by merchants.

In practice

  • Theme and app architecture for Shopify Plus stores
  • Reusable, schema-driven sections merchants can own
  • Clear calls on theme vs. headless and app vs. custom code

Stack

  • Shopify Plus
  • Online Store 2.0
  • Shopify CLI
  • Git & GitHub
  • GitHub Actions
shopify-plus-store/Structure
theme/├── blocks/             # reusable theme blocks├── sections/           # schema-driven, merchant-editable├── snippets/           # pure render partials├── templates/*.json    # composed in the theme editor├── assets/             # ES modules, loaded per section└── config/settings_schema.json extensions/├── checkout-ui/        # Checkout UI Extension└── volume-discount/    # Shopify Function .github/workflows/└── theme-ci.yml        # theme check + deploy

Also in the toolkit

  • Vue 3
  • Node.js
  • PHP
  • GraphQL
  • Git & GitHub
  • CI/CD · GitHub Actions
  • Figma
  • Jira & Confluence
  • Agile / Scrum
  • Mobile-first
  • Conversion Rate Optimization

AI-assisted engineering

  • Claude
  • Codex
  • ChatGPT
  • Copilot
  • GPT-6 Astra
  • Claude Fable 5.1

04Selected Projects

Commerce I’ve shipped.

Fifteen storefronts and custom builds across cookware, home, fashion, beauty, health and automotive — from headless architecture to 3D product configurators.

Featured
03
Configurators
02
Storefronts
06
Earlier builds
04

Featured case studies

Recognizable brands on Shopify — the deepest dives first.

Case 01 / 03Cookware & Home

Caraway Home

Headless Shopify

Modern e-commerce experience with a headless-oriented architecture, React patterns and Shopify integrations.

Challenge
Deliver a modern, fast shopping experience on a headless-oriented architecture — without losing Shopify as the commerce backbone.
Approach
React-based component patterns on top of Shopify integrations, with performance treated as a feature rather than an afterthought.
Role
Front-end engineering on a headless-oriented Shopify stack
  • Shopify
  • Headless
  • React
  • Performance
Caraway Home storefront homepage with a holiday cookware promotion

Case 02 / 03Cookware · Made in USA

360 Cookware

Shopify Development

Premium cookware storefront with custom Shopify development, merchandising components and conversion-focused front-end work.

Challenge
Merchandise a premium, American-made cookware line in a way that feels considered — and keep every page working toward the purchase.
Approach
Custom merchandising components in Liquid and JavaScript, designed conversion-first and refined through UX iteration.
Role
Custom Shopify development
  • Shopify
  • Liquid
  • JavaScript
  • UX
360 Cookware storefront homepage with a Friends & Family sale and a Made in the USA badge

Case 03 / 03Cookware & Kitchen

Our Place

Shopify Development

High-traffic direct-to-consumer commerce experience focused on visual merchandising and polished product discovery.

Challenge
Keep visual merchandising rich and product discovery effortless on a high-traffic direct-to-consumer storefront.
Approach
Front-end work focused on merchandising presentation, discovery paths and the UX polish a DTC brand lives on.
Role
Front-end Shopify development
  • Shopify
  • DTC
  • Front End
  • UX
Our Place storefront homepage with an end-of-summer sale on kitchen appliances

Built to configure

Interactive product configurators — front-end engineering that goes well beyond a theme.

Floyd Build Your Own Sectional page with a 3D sofa preview, fabric swatches and a $3,475 review button

Furniture · Product configurator

Floyd Sectional Builder

Personal favorite

An interactive build-your-own sectional experience — a Vue.js builder on Shopify with 3D product visualization.

What the builder does

  1. 3D preview of the configured sectional (Epigraph)
  2. Component-by-component building
  3. Fabric and color swatches
  4. Dimensions, save and share
  5. Configuration review with price

RoleVue.js development

  • Vue.js
  • Shopify
  • Liquid
  • JavaScript
  • Sass
  • Epigraph
RTX Wheels visualizer showing a 2012 Ford Escape with a selected wheel, diameter filters and specifications

Automotive · Wheels · Configurator · Shopify app

RTX Wheels Wheel Visualizer

My first Shopify app

A vehicle wheel visualizer and configurator: choose your vehicle, then see how a wheel looks on it before you buy.

What the visualizer does

  1. Year / make / model / trim vehicle search
  2. Wheel preview on the chosen vehicle
  3. Angle and side views
  4. Wheel-diameter filters
  5. Vehicle color customization
  6. Wheel catalog with specifications

RoleShopify app & front-end development

  • Shopify
  • Liquid
  • JavaScript
  • jQuery
  • Bootstrap
  • Sass

More storefronts

Fashion, beauty and home brands. Open any tile for its case file.

  • Function of Beauty storefront homepage promoting curl care formulas

    Personalized hair & body care

    Function of Beauty

    Personalized beauty commerce storefront with rich front-end interactions and custom shopping experiences.

    • Shopify
    • Personalization
    • JavaScript
    • UX
  • Jonathan Adler storefront homepage with a velvet lounge chair and a Labor Day event banner

    Home décor & furniture

    Jonathan Adler

    Enterprise Shopify implementation with custom UX, advanced theme logic and premium merchandising.

    • Shopify Plus
    • Liquid
    • JavaScript
    • Enterprise
  • Michael Stars storefront homepage with a model in a striped sweater

    Women’s fashion

    Michael Stars

    Performance-focused fashion storefront with custom features, integrations and responsive commerce UX.

    • Shopify
    • Performance
    • Integrations
    • Front End
  • Ramy Brook storefront homepage presenting the fall collection

    Women’s fashion

    Ramy Brook

    Shopify Plus fashion storefront with custom theme development, merchandising logic and a premium user experience.

    • Shopify Plus
    • Liquid
    • JavaScript
    • Fashion
  • Exuviance storefront homepage with skincare products and a sitewide sale

    Skincare

    Exuviance

    Skincare e-commerce experience with polished product presentation and custom storefront development.

    • Shopify
    • Beauty
    • Front End
    • UX
  • NEOSTRATA storefront homepage with serums and a Labor Day weekend sale

    Dermatological skincare

    NEOSTRATA

    Dermatologist-grade skincare commerce site with product-rich navigation and conversion-focused shopping flows.

    • Shopify
    • Beauty
    • JavaScript
    • UX

Earlier builds

From the previous portfolio — now with links to the live stores.

  1. 12

    Health · ProbioticsShopify · Liquid · JavaScriptpendulumlife.com(opens Pendulum in a new tab)
  2. 13

    Health tech · Home safetyShopify · Liquid · HTML5 / CSS3jukeboxhealth.com(opens Jukebox Health in a new tab)
  3. 14

    Trailer parts & towing · CanadaShopify · Liquid · Sasstrailerpro.ca(opens TrailerPro in a new tab)
  4. 15

    Automotive parts & tools · CanadaShopify · Liquid · jQueryaxopros.com(opens Axopros in a new tab)

Have something similar in mind — or something harder?

Let’s talk about it

05What I Build

From concept to production — hands-on, end to end.

No hand-offs at the hard part. I scope it, architect it, build it and ship it. These are the engagements I take on.

  • 01

    Shopify Plus Development

    Enterprise Shopify builds end to end: custom theme architecture, advanced Liquid and JavaScript, reusable components and storefront systems that stay maintainable as the business grows.

    • Theme architecture
    • Section systems
    • Plus integrations
    • Code reviews
  • 02

    Headless Commerce Architecture

    Hydrogen and Remix storefronts on Oxygen, designed around the Storefront API — for brands that need flexibility a theme can’t give.

    • Hydrogen
    • Storefront API
    • Oxygen
  • 03

    Custom Shopify Themes

    Online Store 2.0 themes built new or refactored — fast, flexible and easy for merchants to run.

    • OS 2.0
    • Figma → Liquid
    • Refactors
  • 04

    Checkout Extensibility

    Checkout UI Extensions and custom purchase experiences that stay upgrade-safe.

    • UI Extensions
    • Purchase UX
  • 05

    Shopify Functions & Apps

    Custom apps, app extensions and Functions for the logic Shopify doesn’t ship out of the box.

    • Functions
    • Custom apps
    • Extensions
  • 06

    Third-party Integrations

    Subscriptions, reviews, ERP and custom APIs connected cleanly to Shopify.

    • Recharge
    • Yotpo
    • ERP
    • Webhooks
  • 07

    Performance & Conversion Optimization

    Core Web Vitals, rendering and asset optimization — plus CRO-minded UX changes that make the storefront faster and easier to buy from.

    • Core Web Vitals
    • Code splitting
    • Image strategy
    • CRO

How I work

  1. 01

    Understand

    Business goals, constraints and the current stack — before a single line of code.

  2. 02

    Architect

    Theme or headless, app or custom code, data flows and integrations — decided deliberately.

  3. 03

    Build

    Hands-on, production-grade engineering in small, reviewable increments.

  4. 04

    Ship & refine

    Deploy, verify in production and keep iterating until it performs.

06Let's Work Together

Have a complex Shopify challenge?Let’s make it happen.

Shopify Plus builds, headless storefronts, checkout extensibility, Functions, integrations and performance work. Tell me what you’re building — I’ll tell you how I’d approach it.

Juan Rojas · Portfolio

Six stages