How We Rebuilt a CPG Store in 32 Days

A supplement brand came to us doing $2M/month on Shopify. Their store was three years old, built on a heavily customized Debut theme, and running 14 apps. Their conversion rate had dropped from 3.1% to 2.2% over the past year. Their marketing team couldn't launch a landing page without a developer.

They didn't need tweaks. They needed a rebuild.

What We Found

The audit took two days. Here's what stood out:

Performance: 5.3-second load time on mobile. The theme's JavaScript was 1.2MB. Six apps were injecting scripts on every page, including pages where they weren't needed.

Mobile experience: The PDP was designed for desktop and scaled down. The add-to-cart button was below the fold on iPhone. The subscription selection required horizontal scrolling.

Content control: Marketing owned zero templates. Every landing page was a custom Liquid section built by the previous agency. Changing a headline meant opening a ticket.

Checkout: No accelerated checkout. Cart page required a separate step before Shopify checkout. Five taps from PDP to order confirmation on mobile.

What We Built

We started the rebuild on a Monday. The store launched 32 days later, on a Thursday evening. The old store kept selling the entire time.

Architecture: Clean theme build with modular sections. Marketing gets a library of 12 section types they can combine on any page without touching code. Headlines, images, CTAs, product grids — all editable from the Shopify admin.

Performance: 1.8-second load time on mobile. Zero unnecessary JavaScript. Three critical apps, integrated properly. Everything else replaced with native Shopify functionality or lighter alternatives.

Mobile-first PDP: Subscription as default. Add-to-cart sticky at the bottom of the screen. Bundle selector inline. Two taps to checkout via Shop Pay.

Migration: All URLs preserved. All reviews migrated. All subscription customers transferred without disruption. DNS cutover at 8pm on a low-traffic evening.

The Results

First 30 days after launch, compared to the 30 days before:

• Conversion rate: 2.2% → 3.4% (+55%)
• Mobile conversion: 1.6% → 2.9% (+81%)
• Average order value: +$12 (bundle adoption)
• Page load time: 5.3s → 1.8s
• Marketing team tickets to dev: 23 → 2

The revenue impact was approximately $480K in additional annualized revenue from the same traffic.

The Takeaway

This wasn't magic. It was applying the playbook from 200+ stores to a specific problem. We knew what to build because we'd already built it — last month, for a different brand in the same category.

The best time to rebuild was six months ago. The second best time is now. Let's talk.