Headless only when it earns it.
Hydrogen, Oxygen, and headless architecture - when Liquid cannot hold the experience.
- Opinionated, not dogmatic
- Shopify-centered
What's broken
- Headless for fashion is an expensive mistake.
How we fix it
We recommend headless when performance, personalization, or experience truly demand it.
How it works
Align
We clarify the headless goal, constraints, and what success looks like in revenue - not vanity metrics.
Diagnose
We audit the experience, stack, and growth system against what ambitious brands actually need.
Build
Senior team ships the work: storefront, flows, campaigns, or technology - without agency theater.
Prove
We measure what moved, then compound. Commerce is a system, not a launch party.
What we bring
- Hydrogen & Oxygen
- Headless architecture
- CMS integrations
- Performance
FAQ
When is Shopify Hydrogen worth it?
When UX, team capability, and multi-surface needs exceed what Online Store 2.0 can express cleanly. Propeller defaults to excellent Liquid first - headless only when it earns the complexity.
Does headless automatically make Shopify faster?
No. Core Web Vitals problems are usually theme debt and third-party scripts. Hydrogen adds rendering ownership and cost; it is not a free speed upgrade.
Does Propeller build headless Shopify storefronts?
Yes - Hydrogen / Oxygen and headless architecture when the experience requires it, from our Santa Monica studio.
Tell us what you need
Real humans. Clear scope. A plan - not a spray of SDRs.
Project brief
Short form. Clear next steps. No generic pitch deck.