A New Shopify Store for a Coffee Roaster Three Decades In.

CoffeeAM’s previous store ran on an aging Shopify 1.0 theme, built on the platform’s original theme architecture from before Online Store 2.0. The new store needed seasonal merchandising and campaign blocks the team could run without a developer.

Its Klaviyo account needed a tune-up too, with flows missing and segments that needed organizing.

We started with a brand and site audit, then designed and built the new store on Shopify’s Online Store 2.0 architecture. Navigation, collections, filtering and product pages were redesigned, with complementary-product upsells on product pages and seasonal campaign blocks on the home page. Every template is built from sections, so CoffeeAM’s team can change pages without a developer.

We mapped redirects from the old URL structure to protect search rankings, added product, organization, breadcrumb and FAQ schema, and built a topic-page architecture structured for AI search as well as Google. Before launch, we tested the store against WCAG 2.2 AA accessibility standards.

In Klaviyo, we audited the account, rebuilt its segments for retail and wholesale customers, and built browse abandonment, cart abandonment, win-back and loyalty flows. Consentmo gates every tracking tag on the shopper’s consent.

These figures compare the first weeks after launch with the same stretch before it, from CoffeeAM’s Shopify analytics. The launch ran alongside a promotion, so discounting was heavier than usual. Net sales subtract those discounts.

Across all sales channels, net sales rose 35% and gross sales rose 40%. On the online store itself, net sales rose 7%, orders 3% and average order value 3%. Returning customers on the online store rose 8%.