Keeping a Shopify store healthy after launch
A launched store feels finished. Six months later the theme is two versions behind, four apps are unused, the API version is expiring and nobody owns any of it.
Maintenance is not a mysterious ongoing cost. It is a short, specific list on a calendar.
The routine#
| Cadence | Task |
|---|---|
| Weekly | Check orders, failed payments and the error queue on integrations |
| Monthly | Review the six core numbers; check for theme and app updates |
| Quarterly | App review: uninstall anything without a named owner |
| Quarterly | Performance check on a mid-range phone |
| Twice a year | API version upgrade for any custom integration |
| Yearly | Review markets, shipping rules and legal pages |
What actually causes decay#
- Theme updates skipped because the customisations conflict.
- API versions expiring on a custom app nobody remembers owning.
- Apps accumulating until the storefront is slow and the bill is unexplained.
- Product data drifting as new items are added by different people.
- No owner — the most common root cause of all of the above.
Name an owner or nothing happens#
Maintenance without a named person is maintenance that does not occur. It does not need to be a full-time role; it needs to be somebody's explicit responsibility with time allocated, whether internal or contracted.
Write the owner's name in the handover document at launch. "The agency" is not a name, and neither is "whoever notices".
The half-day that prevents most emergencies#
Once a quarter: update the theme deliberately, remove unused apps, re-test one order and one refund, check performance, and confirm every integration is running. Four half-days a year prevents nearly every incident we get called about.
Frequently asked questions
How much maintenance does a Shopify store need?
A few hours a month for a small store, more where integrations exist. Budget 15–25% of build cost per year.
What breaks most often?
Custom integrations against expiring API versions, and themes that fell too far behind to update.
Can maintenance be outsourced?
Yes, and it should be explicit — a named arrangement with a scope, not goodwill.
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