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Varietal Cafe: Shopify Replatforming with Technical and CRO Audits for a Specialty Coffee Brand
Shopify replatforming, technical and CRO audits, mobile performance optimization, and repeat-purchase growth for a specialty coffee ecommerce business
Project Summary
Varietal Cafe partnered with Elogic Commerce to move its ecommerce store from a custom PWA to Shopify while resolving performance and conversion issues surfaced through technical and CRO audits.
Coffee is a repeat-purchase category, so the rebuild needed to support more than a single transaction. Elogic used the audit findings to guide both the Shopify architecture and the storefront redesign, with particular attention to mobile speed, checkout, and the experience that brings customers back for reorders.
The result is a faster Shopify storefront with measurable gains in conversion, order value, organic traffic, and repeat purchasing, alongside lower ongoing platform costs.
Key Outcomes
+17%
overall conversion rate
+23%
mobile conversion rate
+14%
average order value
+19%
organic traffic following launch
4.5x
faster mobile experience compared with the previous PWA
~ -35%
reduction in platform running costs
+12%
repeat purchase rate
About the Client
Varietal Cafe is a specialty coffee ecommerce business selling through an online catalog built around reorder behavior rather than one-time purchases.
That made two things matter equally: converting first-time visitors and making it easy for customers to come back. The previous PWA storefront had performance and UX limitations that gave the migration a second purpose beyond moving platforms.
Project Complexity
The migration needed to replace a custom PWA storefront while preserving the underlying ecommerce experience and improving its performance.
Both a technical audit and a CRO audit were needed before redesign decisions were made.
The new experience needed to substantially outperform the previous PWA in mobile performance.
Reorder rate was a key measure of success alongside first-purchase conversion.
Organic traffic needed to hold up, not just conversion metrics, through the migration.
Reducing the ongoing cost of running the platform was part of the brief.
Business Challenge
Varietal Cafe needed a more scalable and cost-efficient ecommerce platform without carrying forward the performance and conversion issues built into its existing storefront.
A straight migration would have moved those issues onto Shopify. Elogic instead ran technical and CRO audits first, using the findings to shape the Shopify architecture, the redesign, and where to focus optimization.
Elogic Commerce's Solution
Technical and CRO Audits
Elogic Commerce assessed the existing storefront for performance bottlenecks and conversion friction across discovery, product pages, mobile, and checkout, using the findings to inform the rebuild.
Shopify Replatforming
Elogic Commerce rebuilt Varietal Cafe’s ecommerce experience on Shopify rather than reproducing the previous PWA storefront as-is.
Storefront Redesign
The redesign focused on a clearer path from product discovery through coffee evaluation to purchase.
Mobile Performance Optimization
The new storefront delivered a 4.5x faster mobile experience compared with the previous PWA.
Conversion and AOV Optimization
UX and journey improvements were built into the replatforming itself. Overall conversion increased 17% and mobile conversion increased 23%, while average order value increased 14% following the redesign.
Repeat Purchase Optimization
Because coffee is a reorder-driven category, the experience was designed to support returning customers, followed by a 12% increase in repeat purchase rate.
SEO and Platform Cost Optimization
The replatforming supported organic acquisition, with organic traffic increasing 19% following launch, while ongoing platform running costs decreased by approximately 35%.
Results & Business Impact
Conversion
Overall conversion increased 17% and mobile conversion increased 23% following the replatforming and UX work.
Mobile Performance
The new mobile experience ran 4.5x faster than the previous PWA.
Average Order Value
AOV increased 14% following the redesign.
Repeat Purchasing
Repeat purchase rate increased 12%, a key measure for a reorder-driven coffee business.
Organic Acquisition
Organic traffic increased 19% following the launch of the new storefront.
Platform Economics
Running costs decreased by approximately 35% compared with the previous setup.
Capabilities Demonstrated
01
Ecommerce replatforming to Shopify
02
Technical and CRO audits
03
Storefront redesign and UX optimization
04
Mobile performance optimization
05
Conversion rate optimization
06
Repeat-purchase and AOV optimization
07
SEO-conscious platform migration
08
Ecommerce platform cost optimization
When This Solution Is a Good Fit
A Shopify replatforming creates more value when technical and conversion issues are resolved during the migration rather than after launch. For repeat-purchase businesses, that means designing around the full customer lifecycle, not just the first order, so discovery, mobile speed, checkout, and reorder behavior improve together.
Planning a Shopify Replatforming?
Elogic Commerce pairs technical and CRO audits with Shopify replatforming and storefront redesign, turning a platform migration into a broader performance and growth initiative. For repeat-purchase businesses, the goal is a faster experience that works for both first purchases and long-term customer value.