At Represent, we create digital products, custom web apps and bespoke systems that go far beyond what templates, plugins, or off-the-shelf software can offer. We understanding your actual business needs, and building the tech that meets these. Our team works across modern technologies such as React, Next.js, Vue.js, Nuxt, Sanity, and Shopify to deliver reliable, future-ready solutions you can grow with.
Full-Stack Custom Web Application Development Services
So, you’re in the market for a custom web development company? Or maybe you’re just trying to figure out what that actually means, so let us help you.
At Represent, we design and build custom web applications that help organisations across Europe work smarter, scale faster, and deliver better digital experiences. This means providing end-to-end, full-stack development services. From initial concept and technical architecture to launch, documentation, and long-term maintenance.
Because we build custom solutions, we’re not limited by templates or off-the-shelf infrastructure. Our team of experts build digital products engineered based on your specific business needs, with performance, clarity, and longevity in mind.
What you get with our custom web application development services
When a potential client comes to us with an idea for a new custom web application, we start by deep diving into their business needs, after which we can start to think of the best solution.
Our customer web development services typically include front-end and back-end development using modern frameworks (such as next.js), system integrations with tools like CRMs or payment providers, and the creation of custom APIs and data models tailored to your workflows. All of which is completely tailored to your needs.
We talk a lot about future-proofing at Represent which means building cloud-ready deployments, always prioritising long-term maintainability when setting up your technical architecture, and taking a security-first approach based on your compliance and data requirements.
But a lot of companies do all of that. What we think makes us stand out is our culture, and our focus on collaborative and transparent processes. Represent deals in true collaboration, which means you’re not handed a finished product at the end, you’re involved throughout, with clear communication and ongoing alignment at every stage.
Our clients range from fast-moving product teams to established organisations with complex operational challenges. Regardless of size or sector, we take the time to understand the full picture, so the solutions we build can evolve alongside your business rather than hold it back.
Complex, Scalable Solutions for Growing Teams
We see it time and time again. Systems that have not been built with scale in mind being adapted with plugins and out of the box tools that over time damage performance and create overly complex systems. Teams get frustrated, outcomes are limited and you may simply be delaying the inevitability of a custom solution.
What do we mean when we say custom web applications? Think:
- Multi-user platforms and dashboards
- Workflow automation systems
- Internal business tools and operational apps
- Real-time data visualisation and reporting
- Multi-step booking, quoting, or onboarding flows
- Product configurators and customer portals
- Marketplace-style environments
What all of these systems have in common is that they bring clarity to complexity. They give teams better visibility, more consistent processes, and software that scales as usage and ambition grow, because it’s been built specifically for them.
Modern Technologies & Future-Ready Architecture
Represent specialises in a tech stack that sits in the sweet spot between battle-tested and innovation. Only working with well-documented, stable technologies that are also driving forward what modern systems should look like.
Meaning you get the perfect blend of reliability, and the ability to stay ahead of the curve. We’re putting this to the test with clients like Moxtex, who have big ambitions to modernise how they distrubute their premium fashion brands. We’ve built them a range of internal operational tools that drive efficiences and better outcomes. Read the full case study here.
Our preferred stacks include:
- React & Next.js - ideal for robust, high-performance web apps
- Vue.js & Nuxt - flexible, elegant, and developer-friendly
- Sanity - headless content platform for structured, dynamic content, that lets you build almost anything
- Shopify - the highest converting e-commerce platform driving innovation in consumer purchasing
Depending on the problem we’re solving, we may also use server-less functions, API-driven architectures, edge deployments, or micro-services where they genuinely add value.
Regardless of the tools involved, everything we build is designed to work seamlessly across devices, meet accessibility standards, and be cloud-ready from the outset. Where relevant, we also ensure applications are SEO-friendly and structured for efficient iteration as new features are introduced.
For us, a focused tech stack is the only way to go. It means we can offer the best possible advice to our clients, because our whole team is a specialist in our stack. Choosing market-leading technologies, we’re able to offer deeper expertise, make better architectural decisions early on, and provide a higher level of ongoing support.
Why Choose a Custom Web Application Over Off-the-Shelf Software?
We can’t say this enough, custom development is not the right choice for everyone!! If things don’t need to be complex, then don’t complicate them. However, if your organisation has unique processes, integrations, or ambitions, custom software is often the approach that reduces friction and sets you up for long term success.
Choose custom when:
- You have complex workflows that standard tools can’t support
- You need deep integrations with other systems
- Your team manages sensitive data or needs strong access control
- You require a highly tailored user experience
- Your business model doesn’t fit generic software constraints
Common limitations of templates, plugins, and no-code tools:
- You’re restricted by the platform’s features
- Customisation becomes fragile or costly
- Performance degrades as you grow
- Data ownership is limited
- Integrations may not exist or behave consistently
- Security updates depend on third-party timelines
The benefits of going custom:
- Own your IP
- Full control over user experience and features
- No vendor lock-in
- Architecture that scales with your business
- Better long-term ROI
- Automation that reduces operational workload
- Cleaner data and clearer visibility
If your processes are unique, your software might need to be too. We often see companies trying to avoid the costs by going for an out of the box solution, only to delay the inevitable.
But it is certainly not for everyone and we’ll always be honest about when this is and isn’t the right choice.
Find out more about when to use custom code or off-the-shelf software.
Our Proven Web Application Development Process
We believe the strongest results come from genuine partnership. That means clear communication, shared understanding, and close collaboration from the very beginning. In many projects, we effectively become an extension of your internal team.
Our processes are structured so our team can be flexible, with the knowledge that they have all the necessary information. The model is designed to reduce risk while maintaining momentum.
It begins with discovery and strategy workshops, where we focus on understanding your business, your users, and the underlying “why” behind the project. From there, we move into UX research and prototyping to visualise potential solutions and test assumptions early. Once there’s alignment, we define the technical architecture and scope, which then feeds into an agile development cycle built around regular sprints.
As the application takes shape, we rigorously test for quality, performance, and security. When everything is ready, we handle deployment and remain closely involved through launch, support, and ongoing optimisation.
This approach ensures your application is not only functional, but usable, maintainable, and genuinely valuable from day one.
1. Discovery & Technical Architecture
We start by developing a deep understanding of your goals, users, workflows, and constraints. This phase is about creating clarity across both your team and ours.
Through requirements mapping, system diagrams, user flows, and early technical feasibility checks, we define what’s being built, why it matters, and how it should work. Early estimation and prioritisation help align expectations and reduce uncertainty before development begins.
2. UX/UI & Clickable Prototyping
Before writing any code, we translate ideas into wireframes and interactive prototypes. This allows stakeholders to see and experience the proposed solution early, making it easier to identify gaps, refine flows, and validate assumptions.
This stage reduces ambiguity, ensures development time is spent on the right features, and helps create user experiences that are functional, inclusive, and intentional.
3. Agile Development With Regular Check-ins
Development happens in structured sprints, with regular check-ins and demo sessions that show real progress. You’ll always know what’s been built, what’s coming next, and how decisions are being made.
By iterating continuously rather than relying on a single “big reveal,” we’re able to refine the product as it evolves and respond quickly to feedback.
4. Testing, Security & Compliance
Testing protects both your users and your investment. We carry out functional and regression testing, performance checks, and security reviews, alongside careful consideration of access control, permissions, and GDPR-aware data handling.
This phase ensures stability and confidence, not just at launch, but long after.
5. Deployment, Documentation & Launch Support
We manage deployment, provide documentation tailored to your team, and offer training where needed. During rollout, we closely monitor early usage and metrics, remaining on hand to support and optimise.
Launch should feel like an exciting milestone, not a stressful leap into the unknown. Reach out to start a conversation.
Types of Custom Web Applications We Build
We design and develop a wide range of bespoke digital products, shaped around real operational needs rather than generic templates.
Internal Business Tools
We build internal platforms that streamline operations, from workflow automation and approval systems to scheduling, inventory, and asset management tools. These systems reduce manual effort, improve visibility, and help teams work more efficiently.
Customer Portals & Dashboards
Customer-facing portals provide users with real-time access to accounts, data, and self-service tools, improving transparency while reducing support overhead.
Custom SaaS Applications
We design and build SaaS platforms. Think subscription models, multi-tenant architectures, user permissions, and billing integrations. Engineered for scale from the start.
Marketplace & Multi-Sided Platforms
From vendor-consumer ecosystems to complex booking and search experiences, we create marketplace platforms that balance usability with operational complexity. Considering conversions and UX through the process to create pain-free customer processes.
E-commerce With Custom Functionality
Using Shopify as a foundation, we extend and customise the experience with bespoke front-ends, integrations, and functionality tailored to your business model.
Headless & Content-Driven Platforms
Using Sanity, we build flexible content-driven systems that support structured data, dynamic presentation, and multi-channel publishing.
Represent has been our trusted web partner through many years of massive growth. As an global enterprise, it’s refreshing to work with an agile team that feels like a an integrated part of AutoStore.
Ongoing Support, Maintenance & Growth
Launching a web application is just the starting point. You’ll only know how the product should evolve once real users are interacting with it.
After launch, we typically work with clients on an ongoing basis through a structured support and development arrangement. This gives you predictable access to our team for continuous improvement, technical oversight, and advice as your product and business grow.
Depending on your needs, this ongoing work may include feature development and iteration, proactive maintenance, bug fixes, performance monitoring, security reviews, and DevOps support.
We can also run strategic planning sessions to help prioritise what to build next and ensure technical decisions continue to support your long-term goals.
When we say we invest in long term partnerships we mean it, the best results will always come from a team who really gets you and that’s what we strive to do.
FAQs: Custom Web Application Development
What is custom web application development?
Custom web development is the process of designing and building software tailored specifically to your organisation’s needs. Instead of relying on templates or off-the-shelf tools, a custom web app is built from the ground up, giving you full control over features, integrations, and user experience.
How long does a custom web app take to build?
How long a custom web app takes to build varies based on complexity, but most projects fall between 8-20+ weeks. Simple tools can launch quickly; larger platforms take longer. We’ll provide clear estimates after discovery.
What technologies do you use?
We primarily work with Sanity, Shopify, React, Next.js, Vue, and Nuxt, alongside modern API and cloud technologies chosen for reliability and performance.
How much does a custom web app cost?
The cost of a custom web app depends on scope, integrations, and complexity. Most custom applications require a meaningful investment. We provide transparent pricing on clearly defined requirements and communicate any changes to this throughout the process. We provide you with a lean team of experts to keep the number of hours worked across your project to a minimum, whilst providing you with the expertise you need.
What’s the difference between custom and off-the-shelf software?
Off-the-shelf tools offer predefined features. Custom software is built specifically for you, no limitations, complete ownership, and the ability to scale or adapt without hitting platform constraints.
Can you integrate with our existing systems?
Yes. We regularly integrate with CRMs, payment systems, identity management, internal databases, and third-party APIs.
Do you offer post-launch support?
Absolutely. We provide long-term support, maintenance, feature development, and performance optimisation. This can be pre-agreed or ad hoc, because unlike many agencies, we have a flexible model so are able to scale up or down your support quickly.
Speak With a Custom Web App Developer at Represent
If you’re exploring a new idea, solving operational challenges, or considering replacing outdated tools, we’d love to hear about your project. We’ll help you understand your options, explore what’s possible, and create a clear path forward.
Let’s build something that actually works, adds value for your business and that your team will love. Get in touch.
