eCommerce Shopify Rebuild Lifting Conversion Rate by 68%

Aurelia Atelier's Shopify store ran on a heavily customized free theme that had accumulated years of patched-on apps, slowing mobile page load past six seconds and capping conversion well below industry benchmarks. Every new collection launch meant a developer manually editing theme code, and checkout couldn't support the multi-currency, EU VAT-compliant flows the brand needed as it expanded across Europe.

They needed a rebuild on Shopify Plus with a custom theme engineered for speed, plus the flexibility to launch new collections without developer involvement every time.

WebSool rebuilt Aurelia Atelier's storefront as a custom Shopify Plus theme, stripping unused app scripts and rebuilding product and collection templates around Shopify's native performance primitives — cutting mobile load time dramatically. Merchandising moved into Shopify metafields and a custom admin app, so the marketing team can launch new collections and landing pages without filing a developer ticket.

Checkout was reconfigured for multi-currency and EU VAT compliance using Shopify Plus's native checkout extensibility, with buy-now-pay-later options and a streamlined one-page flow that removed friction at the exact moment shoppers were ready to buy.

Mobile page load time dropped from over six seconds to under two, and conversion rate improved by 68% within the first full quarter on the new theme. The marketing team now ships new collection pages independently, and cart abandonment fell sharply once the streamlined checkout shipped.