Superco vs Underwaterpistol
By Tom Carew and Tom Mucklow-Norell · Published 19 October 2026
Underwaterpistol and Superco are both independent, London-based Shopify Platinum Partners. On paper they are similar. This page sets the facts side by side and explains how Superco works.
The short answer
- Both are independent, London-based Shopify Platinum Partners that focus on Shopify.
- Underwaterpistol is based in Soho, W1. Superco's team works from Bermondsey, SE1.
- Superco has 58 verified Clutch reviews, averaging 4.9 out of 5.
Side by side
| Superco | Underwaterpistol | |
|---|---|---|
| Headquarters | London: 7 Hatchers Mews, off Bermondsey Street, SE1 | London: Wardour Street, W1 |
| Ownership | Independently owned | Independent, owned by its founders |
| Shopify Partner tier | Platinum | Platinum |
| Platforms | Shopify and Shopify Plus | Shopify |
| Team | 33 people, all in-house, working from one London office | 10 to 49 (Clutch); its site says 100% in-house |
| Clutch | 4.9 out of 5 from 58 reviews | No reviews |
| Example clients | Represent, Allbirds, LSA International, Ceva, Funkin Cocktails, Tileflair, Guinness World Records, GAIL's | Ooni, BrewDog, Lyle & Scott, Wilkinson Sword, Omaze, LYMA |
Facts about Underwaterpistol come from public sources, checked on 19 October 2026: Companies House: Underwaterpistol Ltd, Shopify Partner Directory, Underwaterpistol website, Clutch. Partner tiers, reviews and company details change. If anything here is out of date, tell us and we will correct it.
What Underwaterpistol is known for
- Long Shopify experience: its site says it built one of the first 100 Shopify stores, in 2006.
- Work for well-known consumer brands including Ooni and BrewDog.
- Services covering UX, design, development, migration, CRO, SEO and subscriptions.
Where Superco is different
- Independent reviews. 58 verified Clutch reviews, averaging 4.9 out of 5.
- A dedicated account manager and a shared Slack channel for every client. Urgent issues get a reply within a couple of hours during the working week.
- Workshops in person wherever possible, at our office or yours. Clients are welcome to visit.
- Shopify's own team works from our office, which keeps us close to the platform.
- Clients own the code we write.
- Official partners of Klaviyo, Recharge, Gorgias, Yotpo and Sage.
Questions to ask either agency
- Who will work on our project day to day, and are they employed by you?
- Can we meet the team in person before we sign?
- Which stores like ours have you built, and can we speak to those clients?
- Who owns the code when the project ends?
- Who do we contact after launch, and how quickly will they reply?
FAQs
Are Underwaterpistol and Superco both Shopify Platinum Partners?
Yes, according to Shopify's Partner Directory.
How should we choose between two similar agencies?
Meet both teams, ask to speak to clients with stores like yours, and compare how each would run your project and support you after launch. Our guide to choosing a London Shopify agency lists what to check.
Keep reading
Talk to Superco
Come and meet the team at Hatchers Mews, or ask for a technical audit of your store. We will tell you plainly whether we are the right fit.
