Replatformed to Shopify and rebuilt the funnel around margin.

Challenge

A custom Rails storefront was bottlenecking merchandising velocity and bleeding conversion at checkout. Paid social was optimised against last-click ROAS, hiding the brand's real margin picture.

Approach

1. 01

   Migrated the catalogue, content and customer base onto a performance Shopify theme without a freeze on trading.

2. 02

   Rebuilt the PDP, cart and checkout around order value — bundle logic, gifting thresholds, and a quieter post-purchase upsell.

3. 03

   Rewired Meta reporting against contribution margin and rebuilt the creative pipeline around weekly hook tests.

Outcome

Blended ROAS lifted 182% over 90 days, AOV up 38% and CAC down nearly a quarter — all without changing media spend.