Store Inspiration15 min read
Shopify Website Redesign: 10 Before-and-After Examples With Results
10 real Shopify redesigns, their changes and results.
Published on: October 20, 2026
Last updated: October 20, 2026
Last updated: October 20, 2026
Key insights
- A Shopify redesign should solve business problems. The strongest projects address issues with product discovery, conversion, platform performance or operational complexity.
- Real results vary. Shelly's rebuilt store became 43% faster, Orpheus reported a 6% conversion rate increase, and Wee Squeak reported a 26% improvement in mobile conversion.
- Not every redesign publishes measurable commercial results. Three of the 10 case studies provide no numerical conversion or revenue uplift, highlighting why merchants should ask agencies for clear metrics and measurement periods.
- A full rebuild isn't always necessary. When a store's problems are limited to specific pages or customer journeys, targeted conversion optimisation may be a better investment.
- Results need context. Traffic growth, seasonal changes and marketing campaigns can influence sales after a redesign. Conversion rate, revenue per visitor and comparable measurement periods provide a clearer picture.
What is a Shopify website redesign?
A Shopify website redesign involves improving an existing store's design, customer experience or technical structure to better support business goals.
Depending on the store, it may include:
- Redesigning the homepage, collections, product pages and cart.
- Improving mobile navigation and product discovery.
- Rebuilding or customising the Shopify theme.
- Improving website speed and technical performance.
- Migrating from another ecommerce platform to Shopify.
- Integrating ERP systems, payments, inventory and international operations.
A visual refresh changes how a store looks. A conversion-focused Shopify redesign changes how customers find, evaluate and buy products.
For larger brands, the work often extends beyond the storefront. Platform migrations, data integrity, multi-market setups and back-office integrations can become just as important as the design itself.
The following 10 examples show how different ecommerce businesses approached these challenges and what their agencies reported after launch.
10 Shopify redesign examples at a glance
Results are taken from agency-published case studies reviewed in October 2026. Measurement methods and periods differ, and before-and-after changes do not necessarily establish causation.
1. Shelly: From Shopware limitations to Shopify Plus in 100+ markets
Industry: Smart home and IoT
Agency: craftberry
Results: 43% speed improvement; +11% conversion rate and +8% revenue per visitor in a separate post-launch A/B test.
Before: A growing business constrained by its platform
Shelly sells smart-home technology across more than 100 markets.
Its previous Shopware store struggled with increasing traffic, frequent product updates and the complexity of managing international ecommerce operations.
The challenge was bigger than an outdated design. Shelly needed a scalable platform that could support its expanding catalogue, international customers and internal teams.
What craftberry changed
We migrated Shelly to Shopify Plus, transferring more than 500,000 customer records and rebuilding the storefront.
The project included:
- A custom Shopify theme built on Dawn.
- Redesigned navigation and advanced collection filtering.
- Improved product pages and technical specifications.
- An optimised checkout experience.
- Two regional storefronts supporting international markets.
- Flexible content sections the team could manage without developers.
The redesign combined customer-facing UX improvements with the technical infrastructure required for international selling.
After: A faster store and continued conversion improvements
The rebuilt store achieved a 43% speed improvement.
Following launch, our CRO team tested adding "Most Popular" and "Best Value" labels to existing bundle options.
The test changed neither product prices nor the underlying offers.
It delivered:
- +11% conversion rate
- +8% revenue per visitor
These conversion improvements resulted from the post-launch experiment, not directly from the redesign.
The takeaway: A successful Shopify Plus redesign should support both current operations and future optimisation. For Shelly, the rebuild provided the foundation for ongoing experimentation rather than treating launch as the finish line.
2. Orpheus: Making premium skincare easier to shop
Industry: Beauty and skincare
Agency: craftberry
Result: +6% conversion rate.
Before: Customers needed help choosing between products
Orpheus is a premium skincare brand built around five formulas inspired by the Resurrection flower.
The brand had gained recognition through international beauty awards and publications including Forbes and Oprah Daily.
But customers still needed to understand which formula matched their skin concerns, how products differed and which combinations suited their routines.
Our analytics and session-recording review helped identify friction in the shopping journey.
What craftberry changed
We redesigned the store around clearer product discovery and more confident purchasing decisions.
Changes included:
- Navigation organised around the five formulas.
- Direct routes to bestsellers and skincare sets.
- Product pages explaining benefits, ingredients and recommended routines.
- Reviews and shoppable UGC near purchasing decisions.
- Shopify Bundles for curated product sets.
- A dynamic free-shipping bar and relevant cart recommendations.
We also mapped URL redirects before launch to reduce SEO migration risks.
After: A reported conversion improvement
The redesigned store achieved a 6% increase in conversion rate, according to the published case study. The public source does not specify the measurement period or baseline.
The takeaway: For products that require explanation, helping customers understand what to buy may be more valuable than adding visual complexity.
A better product page should answer the questions customers ask before purchasing, not simply showcase attractive photography.
3. SiFly: Turning a technical purchase into a guided shopping journey
Industry: Electric hydrofoils and sports technology
Agency: craftberry
Results: Two Shopify stores launched, 104 products migrated and improved operational independence.
Before: Complex products and international operations
SiFly manufactures electric hydrofoils, or eFoils, distributed through more than 130 locations worldwide.
Choosing an eFoil involves understanding board sizes, performance levels, compatible components and different configurations.
Meanwhile, the business needed to coordinate ecommerce with operations across Europe, the United States and the UAE.
What craftberry changed
We rebuilt SiFly's ecommerce experience around product education and operational accuracy.
The project included:
- A guided eFoil finder with approximately 10-12 questions.
- Comparison pages with difficulty levels and technical specifications.
- Product pages explaining compatibility and included components.
- Accessories recommended alongside relevant equipment.
- Two Shopify stores with regional pricing, taxes and shipping.
- IQSoft ERP integration through Gadget middleware.
The ERP integration was important too.
Customers purchase an eFoil configuration, but the warehouse processes individual components such as the board, mast, battery and wings.
The online purchase therefore needs to generate accurate component-level information.
After: Easier shopping and more manageable operations
We launched two Shopify storefronts, migrated 104 products and mapped the necessary redirects.
SiFly's team can now manage routine merchandising, content and campaigns without depending on developers for every change.
The published case study does not report a conversion or revenue uplift.
The takeaway: For complex products, a redesign needs to connect the customer experience with the systems responsible for fulfilling orders.
An attractive product finder provides little value if the recommended configuration cannot be processed correctly.
Planning a technically complex Shopify redesign?
Explore how craftberry's Shopify development team approaches custom storefronts, migrations and integrations.
4. Salt Life: Improving navigation and mobile product discovery
Industry: Apparel and lifestyle
Agency: scandiweb
Before
Salt Life's ecommerce experience included mobile navigation issues, unclear category structures, filtering problems and cart functionality that made shopping unnecessarily difficult.
For example, some mobile menu controls were not functioning as expected, while customers encountered problems removing products from the cart.
What changed
scandiweb redesigned the homepage, product listing pages, product pages, search, navigation and cart.
Improvements included more intuitive category structures, custom filtering, size guidance and mobile shopping interactions.
Results and lesson
The published case study describes improvements to usability and product discovery without providing numerical conversion or revenue results.
The takeaway: Before investing in elaborate visual features, resolve the problems that prevent customers from completing basic shopping tasks.
5. MCoBeauty: Giving the ecommerce team more control
Industry: Beauty and cosmetics
Agency: Total Commerce
Before
MCoBeauty's store had inconsistent navigation and limited content-management flexibility.
Routine merchandising and content changes often required developer involvement.
What changed
Total Commerce redesigned the navigation and introduced a Shopify 2.0 theme with customisable sections.
The project also included a shade-selection widget, product quiz, menu upsells and tiered gift-with-purchase functionality.
Results and lesson
The published case study describes expected benefits but provides no measured conversion or revenue improvement.
The takeaway: A Shopify redesign can deliver operational value by making the store easier to manage.
Reducing dependence on developers can help ecommerce teams launch campaigns and update merchandising more efficiently.
6. ARMEDANGELS: Moving from Shopware to a faster Shopify experience
Industry: Sustainable fashion
Agency: Hyghstreet
Results: +18% mobile conversion rate, 2x checkout conversion rate, 23% faster loading.
Before
ARMEDANGELS, a German sustainable fashion brand, had been operating on Shopware for five years.
The platform required extensive custom development for everyday ecommerce processes. Around 80% of the team's capacity was spent fixing bugs rather than building new features.
Slow loading times and maintenance demands were limiting the business's ability to improve its online store.
What changed
Hyghstreet migrated ARMEDANGELS to Shopify, introducing a leaner technical architecture and a redesigned shopping experience.
The project included:
- New product and collection page structures.
- Improved mobile navigation and accessibility.
- A redesigned checkout experience.
- Better website performance.
- More flexible content management.
Results and lesson
During the first three months after launch, ARMEDANGELS reported:
- +18% mobile conversion rate
- 2x checkout conversion rate
- 23% reduction in average loading time
- +5 percentage points in Net Promoter Score
The brand also reported that SEO visibility in Germany remained on track through migration.
The takeaway: A Shopify redesign can address more than customer-facing friction. Replacing an inefficient platform can also reduce technical maintenance and give ecommerce teams more capacity to improve their stores.
7. Sauce Shop: Turning product bundling into a stronger buying experience
Industry: Food and beverages
Agency: Tribe DTC
Results: +16% conversion rate, +31% total sales, +10% average order value.
Before
Sauce Shop had developed a distinctive brand identity, but its ecommerce store relied heavily on third-party apps for bundles and promotions.
The experience felt fragmented, while the existing storefront didn't fully reflect the brand's updated packaging and personality.
What changed
Tribe DTC rebuilt the Shopify store around a more consistent shopping experience and easier product bundling.
The redesign included:
- New visual storytelling and interactive elements.
- A custom Build a Bundle experience.
- Shared inventory logic across individual products and bundles.
- A new subscription programme.
- Shoppable recipe pages connected to product bundles.
The bundle builder allowed customers to combine sauces while unlocking incentives such as discounts and free delivery.
Results and lesson
Across the first year after launch, the agency reported the following year-on-year results:
- +16% conversion rate, from 3.7% to 4.3%.
- +31% total sales
- +10% average order value
Bundle-builder customers also had an average order value 82% higher than the site-wide average.
The takeaway: A Shopify redesign can improve more than how products look. Rethinking how customers combine, discover and purchase products can create new merchandising and retention opportunities.
8. Good Feels: Why higher sales don't necessarily mean better conversion
Industry: Beverages
Agency: Total Commerce
Before
Good Feels needed a Shopify storefront that better reflected its brand identity and created a more engaging shopping experience.
What changed
Total Commerce delivered a full theme redesign with improved navigation, product discovery, mobile usability and visual storytelling.
Results
The agency reported:
- +104% sales
- +150% orders
- +300% website traffic
However, the agency also noted that conversion rate did not grow at the same pace as sales.
What this teaches us
Sales growth alone cannot prove that a redesign improved conversion.
When traffic grows faster than revenue, conversion performance may actually decline.
This is why redesign results should include conversion rate and revenue per visitor alongside overall sales.
9. Wee Squeak: A mobile-first Shopify redesign
Industry: Children's footwear
Agency: Blend Commerce
Before
Wee Squeak saw mobile traffic increase from approximately 50% to 80% of visits within three months.
Yet mobile conversion remained below 2%, significantly lower than desktop performance.
What changed
Blend Commerce completed a mobile-first Shopify redesign in nine weeks using a customised Turbo theme.
The project included product-page improvements and a migration from Mailchimp to Klaviyo.
Results
- +26% mobile conversion rate
- +16% overall conversion rate
- +40% mobile revenue
The published case study does not specify the measurement period.
The takeaway: Prioritise design improvements based on where your customers actually shop and where performance gaps are greatest.
10. Tidewater Sandals: Improving brand storytelling and conversion
Industry: Footwear
Agency: Ethercycle
Results: +15% conversion, +10% gross sales, +6% sessions.
Before
Tidewater Sandals, an established flip-flop brand, had a Shopify store with basic navigation and limited visual storytelling that didn't clearly communicate its product benefits.
What changed
Ethercycle redesigned the Shopify theme with coastal-inspired visuals, custom iconography and clearer messaging around the brand's ComfortWave technology. The project also included an SEO metadata audit.
Results and lesson
Within 30 days of launch, conversion rate increased 15%, gross sales 10% and sessions 6%.
The takeaway: Even an established store can benefit from clearer product messaging and stronger brand differentiation. However, first-month results should be treated as preliminary without a longer comparison period.
What makes a Shopify website redesign successful?
The 10 examples reveal three particularly important principles.
1. Start with the problem.
Orpheus needed clearer product selection. SiFly needed to explain configurable products. Shelly needed an ecommerce platform capable of supporting international growth.
These are different business problems requiring different solutions.
A redesign brief should explain what is limiting performance before prescribing a new visual direction.
2. Connect UX improvements with technical requirements
For businesses with large catalogues, multiple markets or custom products, storefront design cannot be separated from integrations, inventory and data architecture.
On SiFly, a configuration selected by the customer had to translate into accurate ERP data.
On Shelly, navigation and product-page changes were only part of a much larger migration.
3. Measure outcomes.
A completed redesign is a project milestone.
Conversion rate, revenue per visitor, mobile performance and operational improvements should be evaluated against defined objectives.
Where possible, test individual improvements separately rather than attributing every post-launch change to the redesign.
Shopify redesign vs. CRO: Which does your store need?
Not every Shopify store needs a complete rebuild.
A targeted improvement may be more efficient when the existing theme performs well but specific pages or steps underperform.
At craftberry, we recommend identifying the underlying problem before deciding how much of the store to rebuild.
If the issue is isolated, a targeted experiment may provide more useful evidence than a full redesign.
If problems affect the entire shopping journey or technical architecture, a rebuild may be justified.
A Shopify CRO audit can help identify which improvements should take priority.
How long does a Shopify website redesign take?
A Shopify redesign may take several weeks or several months, depending on scope.
A typical redesign includes:
- Discovery: Analyse the existing experience, customer behaviour and technical requirements.
- UX/UI design: Plan the navigation, templates and key purchasing journeys.
- Development: Build the theme and required custom functionality.
- Migration and QA: Validate data, integrations, redirects, checkout and device compatibility.
- Launch and optimisation: Monitor performance and improve the new experience.
The right timeline depends on the work required, not simply the number of pages being redesigned.
How to measure Shopify redesign ROI
A redesign should be evaluated against the business outcomes it was intended to improve.
For conversion-focused projects, revenue per visitor (RPV) is a useful metric because it captures changes in both conversion rate and average order value.
Revenue per visitor = Total revenue ÷ Total visitors
Consider a hypothetical store generating $500,000 from 250,000 visitors each month.
Its revenue per visitor is $2.
An 8% improvement in RPV, assuming unchanged traffic, would increase monthly revenue to $540,000.
That's an additional $40,000 per month before accounting for margins, operating costs and other factors.
This example illustrates the calculation, not an expected result from a redesign.
To assess actual performance, compare equivalent periods and account for traffic mix, marketing campaigns, promotions and seasonality.
For technical rebuilds, track operational metrics too, including data accuracy, order processing and content-management efficiency.
How to choose a Shopify redesign agency
An impressive portfolio is a starting point, but it doesn't reveal everything about an agency's ability to handle your project.
Before selecting a Shopify redesign partner, ask:
- What results have your previous redesigns produced? Request named case studies with clear metrics and measurement periods.
- How do you decide what needs changing? Look for customer research, analytics and evidence-based recommendations.
- Who handles design and development? Make sure the proposed UX can be implemented without compromising performance or maintainability.
- How do you protect data and SEO during migration? Ask about redirects, data validation, cutover planning and post-launch monitoring.
- What happens after launch? Understand who handles fixes, performance reviews and subsequent optimisation.
For complex projects, experience with migrations, international selling and back-office systems may matter as much as visual design expertise.
When a Shopify redesign isn't the right investment
A full redesign is not always necessary.
If your store is new, has limited traffic or hasn't established product-market fit, a well-configured Shopify theme may be sufficient.
If conversion is healthy but qualified traffic is limited, acquisition may deserve attention before redesign.
And when analytics reveal an isolated issue, a targeted improvement or A/B test may be a better use of resources.
The goal is not to redesign more of your store. It's to improve the parts that are limiting your business.
How we selected these Shopify redesign examples
This article was prepared by craftberry, a Shopify Premier Partner agency.
Three projects were delivered by craftberry. The other seven were selected from publicly available agency case studies describing real Shopify redesigns or rebuilds.
The sources were reviewed on October 19, 2026.
All published figures are attributed to their original sources. These results are agency-reported, including our own, and have not been independently audited for this article.
Measurement periods and methods differ. Where a source does not publish a conversion metric, baseline or timeframe, we have not estimated one.
Planning a Shopify website redesign?
A successful redesign should do more than make your store look new.
It should solve the problems limiting your customer experience, operations or growth.
At craftberry, our team combines Shopify UX/UI design, development, migrations and CRO to help established ecommerce brands build better-performing storefronts.
Whether you need a full Shopify rebuild or targeted improvements, we can help you identify the right approach.
Written by
Preslav Nikov is the Founder and CEO of craftberry, Shopify Premier agency. A developer turned enterprise strategist, he has guided 800+ successful digital storefront launches and migrations since 2015, driving over $450M in client sales. Recognized by Forbes 30 Under 30, his frameworks power global leaders like vivo, Shelly Group, Pepper, and Midi Health.
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