About
Commerce, handled properly.
We design, build and grow Shopify for UK and European businesses. Migrations, wholesale, ERP links and the work that continues after launch.
The story
We design, build and grow Shopify for businesses that need the commercial side to be as sharp as the store. Wholesale, consumer brands, and the systems that have to stay honest behind both.
The problems repeat, and we have already fixed them on live stores. A catalogue buyers cannot use. A migration that has to keep orders moving. An ERP that disagrees with the shelf. A store that launched and then sat still.
We work with founders and commerce directors at growing consumer businesses, and with operations leaders at distributors leaving a legacy platform. Strategy, design, development and growth stay together. The work is not split across a stack of vendors.
Recent work includes Shopify Plus migrations, B2B wholesale, and ERP links with Microsoft Business Central, Odoo and Linnworks. It also includes marketplace connections through Amazon and Decathlon, for businesses doing seven and eight figures.
Where the standard comes from
The Shopify years
Distributors, brands and the systems between them
Six years of Shopify work for B2B distributors and consumer businesses across the UK and Europe sits behind the practice. That included multi-million pound platform and ERP projects, private equity portfolio companies, and integrations with Business Central, Odoo and Linnworks. In 2024 Clutch named that agency a top Shopify company, a top developer and a top design company.
Before that
A delivery business, built in Glasgow
The years before Shopify were a digital strategy practice. It grew to seven-figure revenue. The work covered strategy, accessibility and entrepreneurial education, for government and private sector clients across Scotland. That is where the habit of delivery came from.
Now
parallel, from Brussels
We work from Brussels, with businesses across the UK and Europe. On a call, or in the room.
What we do
Three lines of work. They stay together.
Builds and migrations
Shopify and Shopify Plus stores, including the move off Magento, WooCommerce, Wix and other legacy platforms. The catalogue, the theme and the first months after launch sit in the same plan.
Fractional commerce direction
Commercial direction for businesses that want senior judgement without building a department. We hold strategy, the platform and growth, and we stay accountable for the outcome.
Growth partnerships
Ongoing work after launch, on a monthly fee. Support packages start at £400 a month. The Growth subscription starts at £3,000.
Values
The whole job, together
Strategy, design, development and growth sit in one place. You are not handed between vendors, and there is no account layer between you and the decision.
We own the outcome
Tools do not make the commercial calls. We do. Direction means we stay in the work, not in a deck we leave behind.
The plan you need now
We recommend the Shopify tier the business needs today, with a clear line to upgrade when the numbers say so. Shopify Plus earns its place for custom checkout, serious B2B, high volume or real international selling.
Close to the work
The people who scope the job are the people who build it. That is how the context survives from the first workshop to the latest release.
What shaped the practice
The ideas we keep using.
Run with the right idea
If a direction is right, we pursue it. parallel opened in Brussels in April 2025 because the next chapter of the work was clear.
Judgement comes from delivery
The standard was built by shipping. First a strategy practice that had to stand up in front of clients. Then Shopify and ERP work that has to survive a warehouse, a trade buyer and a launch day.
Steer the business
A strong stack does not save a business nobody is steering. We ask who the customer is, what you sell them, and where the money leaks. Then we build.
Questions we get about the practice
Who founded parallel?
Matthew Collins founded parallel in Brussels in April 2025. He had led Uncover Commerce, a Shopify agency, for six years, and sold it that month. parallel is the practice that followed.
Where is parallel based?
Brussels, Belgium. The company number is BE 1022.375.248. We work with businesses across the UK and Europe, on a call or in person in Brussels.
What kind of work is behind the practice?
Six years of Shopify for distributors and consumer brands, including multi-million pound platform and ERP projects. Before that, a Glasgow strategy practice grown to seven-figure revenue. Clutch recognised the Shopify agency in 2024.
What does parallel do?
Three things. Shopify builds and migrations, fractional commerce direction, and ongoing growth partnerships. That includes B2B wholesale, Shopify Plus, and ERP links such as Business Central, Odoo and Linnworks.
Is parallel a Shopify Partner?
Yes. We are a Shopify Partner, and we work on Shopify and Shopify Plus.
Tell us where the store is stuck.
Book a call, or send the brief. You will hear back from the people doing the work.