A store that finally kept up with its customers.

The brief

The existing store had grown one plugin at a time. Category pages took several seconds to render on a phone, product variations were inconsistent, and checkout asked for information the business did not need. The owner wanted more orders without spending more on ads — and wanted his team, not an agency, to be able to add a new product.

What we did

• Rebuilt the catalogue structure around how customers actually browse: category, then size and colour, with filters that hold their state.
• Replaced the five-step checkout with a single page, guest checkout by default and address autofill.
• Cut the plugin count substantially and moved the remaining custom behaviour into a small, documented theme.
• Set a performance budget for images and scripts, then enforced it — every product image is generated at the sizes the layout actually uses.
• Migrated products, customers and order history, then ran a week of parallel testing before switching over.
• Trained two staff members on products, stock, orders and refunds, and left them a recording.

The result

Checkout completion rose by roughly a third in the two months after launch, and the team now publishes new lines the same day they arrive instead of queuing them for a developer. The store has since handled two sale periods without additional work.

“The store looks incredible, checkout is smooth, and the business finally feels ready to scale.”