Fifth Effect

About

Fifth Effect is a Shopify design, development, and conversion rate optimization partner founded in Detroit in 2019. The team is deliberately small and senior — a founder and strategist alongside dedicated engineering, design, and Shopify technical leads, averaging over a decade of experience each — and has worked with more than 100 brands, from new retailers to eight-figure businesses, managing $31.4M in GMV across the stores they run. Their build work spans storefront design, custom Shopify and Shopify Plus development, and platform migrations including Magento to Shopify Plus, for brands in home furnishings, apparel, personal care, and lifestyle. Ongoing optimization runs through their Conversion Clarity System: GA4 funnel mapping, weekly experiments, and win-loss calls tied to revenue rather than to test volume. They work without long-term contracts and position themselves as an embedded extension of a brand's team.