What exenlabs.com does

Exen Labs is a London-based, founder-led digital agency that builds, migrates and grows Shopify stores for direct-to-consumer brands primarily in the UK and Europe. Founded in 2014 by Alex Morgan and operating as an official Shopify Partner since 2016, the firm is positioned around senior-led, in-house delivery with no offshore staffing, account-manager layers or junior hand-off. The service portfolio spans custom Shopify theme development in Liquid and Hydrogen (including headless architecture), WordPress-to-Shopify migration with SEO preservation, custom feature engineering (dropshipping routing, tiered gift-with-purchase engines, SIM activation and subscription platforms, custom CMS, native iOS/Android mobile apps), and post-launch growth services covering SEO, content, visual branding, paid media and conversion rate optimisation. Pricing is quote-based with fixed-price proposals after an intro call, and engagement follows a four-step Discover-Design-Build-Grow methodology with weekly sprint demos rather than black-box handovers.

The business model is straightforward professional services: bespoke project builds plus ongoing retainers, sourced through a mix of inbound from the Shopify Partner Directory listing, content-led SEO (Insights & Articles hub), portfolio case-study conversions, and direct outreach to mid-market DTC brands. The named customer roster includes How To Repair (appliance parts migration), Baselift (skincare), RuralView (rural security / SIM subscription), Muru Jewellery (long-running theme customisation retainer), Queen Margaret University (higher education merchandise dropshipping integration), and Grace Ellen Beauty (custom CMS, Shopify and mobile app). The company is bootstrapped with no external funding, operates from a single London studio, and is staffed by four named senior individuals (Founder & Shopify Lead Alex Morgan, Design Director Priya Shah, Senior Developer Ben Carter, Growth Lead Nadia Reyes), placing it firmly in the boutique-agency tier of the Shopify partner ecosystem.

Name

exenlabs.com

Legal name

Exen Labs

Website

https://exenlabs.com

Company type

Private

Founded year

2014

Operating status

Operating

Short description

Exen Labs is a London-based, bootstrapped Shopify agency (founded 2014, Shopify Partner since 2016) whose in-house senior team delivers custom Shopify theme builds, WordPress-to-Shopify migrations, bespoke integrations and post-launch growth services to DTC brands across the UK and internationally.

Ownership category

akta.pro rank

Product category

E-commerce Development Services

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming Services (7371), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Release Engineering & Environment Management (BPAEAKAH)

Keywords

• Shopify agency services
• E-commerce development
• Shopify theme development
• Platform migration services
• Conversion rate optimisation

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Shopify Development Services: Custom Shopify theme development, custom feature development, site speed optimisation, and ongoing theme customisation. Delivered by in-house senior team with weekly sprint demos.
2. Digital Marketing Services: SEO services, content writing, visual content and branding, paid media management, and conversion rate optimisation (CRO) for Shopify stores.
3. Platform Migration Services: WordPress to Shopify migration services including URL mapping, 301 redirects, and SEO preservation.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Exen Labs is a London-based Shopify-specialist agency that builds, migrates, and grows Shopify stores for DTC brands. Services span custom Shopify theme development in Liquid and Hydrogen, platform migrations (e.g. WordPress to Shopify), custom feature engineering such as dropshipping APIs and SIM activation platforms, site-speed and Core Web Vitals optimisation, and post-launch SEO, CRO, and paid media, all delivered by an in-house senior team under a fixed-price, sprint-based model.

Product overview

Exen Labs is a London-based Shopify agency founded in 2014, operating as an in-house development and marketing team. Their core offering is Shopify Agency Services—a consultative, full-service approach encompassing Shopify store setup, custom feature development, site speed optimization, SEO, content writing, and visual branding. The company is organized around a four-step process: Discover, Design, Build & Launch, and Grow. Their Portfolio & Case Studies section showcases diverse implementations including WordPress-to-Shopify migrations, custom Shopify builds with tiered gift-with-purchase engines, SIM activation and subscription platforms, dropshipping API integrations, and custom CMS with native mobile apps. Insights & Articles provides educational content on Shopify SEO, product schema, and collection page optimization. The company holds official Shopify Partner status since 2016 and emphasizes Core Web Vitals optimization and GDPR readiness.

Differentiator

Problem solved

Functional benefit

Products and services

• Shopify Agency Services End-to-end Shopify services including store setup, custom feature development, site speed optimisation, SEO, content writing, visual content and branding, delivered by an in-house senior team through a four-step Discover, Design, Build & Launch, Grow process for DTC Shopify brands.
• Custom Shopify Theme Development Bespoke Shopify theme development with custom features, integrations, and QA, using Liquid and Hydrogen, delivered in sprints with weekly demos rather than black-box handovers. Targets ambitious DTC Shopify brands requiring brand-aligned UI and custom functionality.
• WordPress to Shopify Migration Full-service migration from WordPress to Shopify that preserves organic search rankings through exact-match 301 redirects, title/meta and structured data consistency, and pre-launch crawl and analytics validation. For brands seeking to unify content sites and storefronts on a single platform without losing SEO traffic or revenue.
• Custom SIM Activation & Subscription Platform Bespoke Shopify-integrated platform for end-to-end customer SIM activation, subscription management, real-time per-SIM usage monitoring, and an internal analytics and safeguarding dashboard to prevent runaway data usage. Designed for connected-product brands selling subscription-based hardware such as rural security cameras.
• Digital Marketing & Growth Services Post-launch growth services covering SEO, content writing, visual content and branding, paid media management, and conversion rate optimisation (CRO) for Shopify stores, with monthly iteration tracking revenue, AOV, and CVR.
• Dropshipping API Integration Custom Shopify-to-supplier API integration that automatically routes orders to suppliers and closes them off on dispatch, enabling brands such as universities to expand merchandise ranges without holding inventory.

Quantifiable outcome

• 100% organic rankings preserved during WordPress to Shopify migrations
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or Integration · 1 January 2016Official Shopify Partner agency since 2016. Listed on the Shopify Partner Directory as verified Shopify Experts helping brands build, launch, and grow their stores. The partnership provides access to Shopify's ecosystem and partner resources.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Swanky: UK Shopify Plus agency specializing in custom store builds, migrations, and CRO for scaling DTC brands — competes head-to-head with Exen Labs for mid-market Shopify budgets in the UK.
• Eastside Co: UK-based official Shopify Plus agency offering custom theme builds, migrations, and growth services to DTC and enterprise Shopify brands — directly overlapping Exen Labs' senior-led, Shopify-only positioning in the same UK/EU market.
• Limesharp: London-based Shopify Plus partner delivering bespoke builds and ongoing development for premium DTC brands — directly comparable in geography, customer segment, and service mix to Exen Labs.
• TheGenieLab: Global Shopify Plus agency delivering custom themes, apps, and digital marketing for Shopify brands — comparable in offering scope and customer profile, though distributed more internationally.
• Vervaunt: UK Shopify Plus agency focused on high-growth DTC brands, combining CRO, paid media, and development — directly comparable to Exen Labs' Grow-phase offering and SMB-to-mid-market positioning.
• OuterBox: US-based Shopify Plus and BigCommerce agency offering custom builds, SEO, and CRO — comparable in service mix, with a similar custom-development + growth-marketing bundle.
• Shape: Digital commerce agency delivering Shopify Plus builds and brand experience work for premium brands — comparable to Exen Labs in custom Shopify focus and emphasis on conversion-led design.
• We Make Websites: London-based Shopify Plus partner providing custom builds, migrations, and growth services — directly comparable to Exen Labs in geography, target customer, and Shopify-exclusive service model.

Broad incumbents

• Dept: Large global digital agency with a Shopify practice offering build, migration, and end-to-end marketing at significantly greater scale — represents the kind of broader incumbent Exen Labs competes against for larger Shopify engagements.

Emerging players

• Pixel Union: Shopify theme and app publisher plus agency services — adjacent rather than direct, competing for some of the same Shopify merchant budgets via pre-built themes that substitute for custom builds.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/exenlabs
• Facebookfacebook.com/exenlabs
• LinkedInlinkedin.com/company/exenlabs

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about exenlabs.com