Interview: How Perfect Evolution Used Partnerships to Grow on Purpose (Not Accident)

Written By David Hoos

Behind the Agency Podcast with Marcus Ohanesian, Founder & Head of Perfect Evolution

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Prefer the highlights? Key takeaways and summary below.

TL;DR – Key Takeaways

  • From band merch to Shopify specialist. Marcus started designing band websites for beer money and slowly evolved into running a 4-person Shopify-focused agency.

  • Tight ICP = better work. Perfect Evolution now only works with Shopify merchants doing roughly $0–$2–5M online, usually DTC brands in food, beverage, apparel, or CPG.

  • Three core levers. Their work lives in three buckets: theme/development, UX/UI design, and CRO—often “bolting onto” an existing marketing or ecommerce team.

  • Most clients come in reactive. They show up after DIY themes, Fiverr/Upwork mishaps, or low conversion rates—and need a stable, strategic team to clean things up.

  • Partnerships done right are a growth engine. Marcus built an Airtable-powered partner ecosystem (apps + agencies) and treats it as a real two-way relationship, not “you send me leads, I’ll send you leads.”

  • Community > cold selling. He shows up consistently in Slack/Facebook communities, at small events, and in partner ecosystems so he’s “the Shopify/CRO guy” people think of first.

  • Retainers as trust builders. Clients often start on small hour-based retainers, then expand once they see value and uncover more opportunities together.

  • In-person still wins. Post-COVID, Marcus leans into meetups, happy hours, and partner events around big conferences—where real conversations and referrals actually happen.

Meet the Guest

Marcus Ohanesian is the Founder and Head of Perfect Evolution, a boutique Shopify agency focused on helping DTC brands grow revenue through development, UX/UI, and CRO.

He and his small team work with early-stage to mid-sized ecommerce brands (roughly $0–$2–5M in online revenue) to stabilize their Shopify stores, improve conversion, and become a true extension of the brand’s marketing or ecommerce team.

Before running Perfect Evolution full time, Marcus spent years in the ecommerce agency world and worked as a partnerships manager, building relationships with Shopify and leading app partners like subscription and upsell tools. That experience heavily shapes how he runs his current agency and its partner ecosystem.

Episode Summary

1. From band websites to a focused Shopify agency

Marcus fell into the industry the way a lot of us do: by accident. In high school and college, he was a drummer in bands and started building logos, stickers, and simple HTML sites for his own band and friends’ bands. That turned into $50 “beer money” websites for local businesses, then a freelance practice while he studied graphic design in Lowell, MA. Over time, he graduated from Angelfire/Geocities and hand-coded HTML into WordPress, then eventually into the Shopify ecosystem, where Perfect Evolution lives today.

2. The main tension for Shopify merchants

Most of the brands he works with got online by being scrappy: buy a theme, hack it together, maybe hire a cheap freelancer. It works… until it doesn’t.

They run into:

  • Broken or brittle themes

  • Messy integrations with ERPs/OMS/shipping

  • Low conversion rates despite traffic

  • Tech debt from multiple “Frankenstein” fixes

By the time they reach out, they’re usually reactive, something is broken, a launch is stuck, or growth has stalled because the store simply won’t support the next stage.

“Everyone’s just trying to get a theme up and running with little to no money. Then they hit roadblocks and realize they need experts.”

3. Perfect Evolution’s way of solving it

Perfect Evolution stays intentionally small (a team of four) and works best as an extension of an existing team, not a giant one-stop shop.

They focus on:

  • Development – theme customization, third-party integrations, custom landing pages

  • UX/UI design – making the store easier, clearer, and more trustworthy to shop

  • CRO – finding opportunities to lift conversion and revenue from existing traffic

They also bring in partner agencies for PPC, email, brand/identity, and other services, so clients get a coordinated ecosystem instead of a random pile of vendors.

4. A simple but powerful framework: retainers, builds, and starter packages

Marcus doesn’t overcomplicate the offer:

  • Flexible Shopify retainers

    • Prepaid blocks of hours (often 30–40/month)

    • Can be used across dev, design, CRO, and strategy

    • Managed on 30-day cycles with a PM monitoring budget and progress

  • Full builds & rethemes

    • Handled as more custom, project-based engagements given their complexity

  • Starter packages

    • For true beginners who just need to get live on Shopify with no bells and whistles

Often, clients start small (e.g., 10 hours/month) to build trust, then scale into larger retainers as they see the value and uncover more opportunities together.

5. The “cringe” way most people do partnerships

Marcus has seen the typical bad pattern from both sides: two companies hop on a call, decide to “send each other leads,” maybe even sign a partner agreement… and then nothing happens.

No one knows each other’s goals, ICP, or strengths. No one takes the first step. Months go by, and the “partnership” dies quietly.

His fix is simple but demanding:
Treat partnerships as real relationships with a clear bias toward giving, not just taking.

“It can’t be take, take, take. It has to be give-take, give-take. If you help us, we’re going to help you.”

He looks for partners who are willing to put in the work, co-marketing, mutual referrals, joint events, and who genuinely care about serving the merchant well.

6. Where the founder still belongs

Marcus is still very much the face of the agency:

  • He builds and maintains the partner ecosystem.

  • He shows up in communities as “the Shopify/CRO guy.”

  • He joins sales calls and high-level strategy conversations.

But he’s not the one doing every task. The team delivers the work while Marcus focuses his founder energy on relationships, positioning, and making sure Perfect Evolution is known and trusted in the ecosystem.

7. Hiring, scaling, and process lessons

A few big lessons for agency leaders show up in his story:

  • Specialize on a platform and segment. Going all-in on Shopify and $0–$5M DTC brands gives their team focus and makes partnerships much easier.

  • Systematize partnerships. Marcus built an Airtable “Rolodex” of app and agency partners with pricing and strengths, so he can make thoughtful referrals instead of relying on memory.

  • Choose events strategically. Expensive mega-conferences often aren’t as valuable as smaller meetups, happy hours, and partner events where you can build real relationships.

  • Use audits as a proactive opener. Perfect Evolution offers complimentary high-level Shopify audits as a way to start with value, not just “hop on a call and figure it out.”

Notable Quotes

“Every partnership starts at zero. What matters is who’s willing to actually put in the work.”

“If you help the merchant, and you help your partners, the revenue and referrals follow.”

“A lot of merchants exhaust every DIY option first. We show up when they’re ready to build something sustainable.”

“Sometimes I’ll go to the city where the conference is… and only attend the happy hours and meetups. That’s where the real conversations happen.”

Learn More / Get in Touch

Visit → https://perfectevolution.com
Email → Use the contact form on the site or connect via LinkedIn
LinkedIn → https://www.linkedin.com/in/marcusohanesian/

David Hoos