Shopify · Ecommerce · SEO
Home Improvement Supplies
Rebuilding a Shopify store around growth.
I rebuilt the catalogue, site structure and Shopify theme for an established building supplies retailer, then stayed with the store to manage and improve the ecommerce operation after launch.
+164%Sessions
+153%Reached checkout
+179%Completed checkouts
£75kNet online sales, 2026 YTD
The numbers
More traffic. More customers moving through the funnel.
Jan 1–Sept 3, 2026 compared with the same period in 2025.
Net online sales
Growing every year.
2026 is already well ahead of the previous full year, with four months still to run.
2023£14k
2024£25k
2025£47k
2026 YTD£75k
Conversion rate
The rebuild changed more than the look.
Monthly ecommerce conversion roughly doubled after the rebuild went live.
Starting point
The store had grown without the structure to support it.
~150overlapping collections
~3,500product records
No proper variantscolours and sizes often existed as separate products
Technical debtbroken redirects, dead links and inconsistent product data
Product pages
Turning product pages into something customers can actually use.
BeforeOld product template
Cut-out imagery · sizing buried in copy · long descriptions · colours hidden in dropdowns
AfterRebuilt product system
Installed photography · colour swatches · pack sizes · pickup availability · structured specifications
One system, rolled out across roughly 1,700 products.
Catalogue & architecture
Rebuilding the structure behind the storefront.
Around 150 overlapping collections were consolidated into a clearer hierarchy based on how customers browse and search. Roughly 3,500 product records became around 1,700 properly structured products with variants.
NavigationRebuilt around the real catalogue hierarchy.
CollectionsTurned into useful landing pages, not bare grids.
Product dataTitles, brands, descriptions and specifications standardised.
RedirectsRemoved URLs mapped cleanly to their replacements.
Custom development
More than a theme reskin.
Clean Canvas Enterprise provided the foundation. Custom Liquid and product logic were added where the catalogue needed more than standard Shopify behaviour.
Made-to-order sizingPer-product minimum and maximum dimensions.
Live option pricingSelections update the configured product price.
Confirmation flowCustom measurements confirmed before ordering.
Material calculatorsQuantity and coverage tools where customers need them.
Guided quote formsEnquiries collect the information the team actually needs.
Reusable Liquid sectionsA maintainable custom section library for the theme.
Behind the page builder
A reusable section library.
Custom sections are namespaced and kept modular so the theme can grow without turning into another pile of one-off code.
Search & Google
Growing the store beyond the storefront.
Search Console data is used to find where demand already exists, which ranges are gaining visibility and where the next optimisation work is most likely to pay back.
120–180/dayOrganic clicksfrom roughly 55/day
Up to ~15k/daySearch impressionsfrom roughly 5k/day
~1,970Approved productsMerchant Center
Top Quality StoreGoogle store qualityMerchant Center badge
Merchant feeds
Product visibility is managed too.
Merchant Center, local product visibility and feed quality sit alongside the storefront work rather than being treated as a separate afterthought.
Prioritisation
Work on what matters next.
The catalogue is seasonal, so every range does not get equal attention. Search demand, pricing, margin, seasonality and current visibility decide where the next block of work goes.
Demand moves towards exterior maintenance and weatherproofing.
Cladding, wall panels and doors become a bigger opportunity.
The timeline
Two years inside the operation.
Recovery
After the live theme was lost in November, I rebuilt enough of the store to have it trading again before month-end.
Cleanup
Worked through catalogue structure, product data, redirects and the faults holding the store back.
Full rebuild
Rebuilt the catalogue architecture and Shopify theme, then moved into continuous optimisation.
The advantage of staying with the store after launch is that the next decision comes from real performance data, not assumptions made during a redesign.
ShopifyLiquidEnterprise themeMetafieldsSearch ConsoleMerchant CenterGA4Klaviyo
Ecommerce & agency support
Need someone who can get into an existing ecommerce operation and improve it?
I work directly with businesses and can also support agencies that need hands-on Shopify, ecommerce, SEO or ongoing digital support.
About the figures
Revenue figures shown are net online sales. Home Improvement Supplies also operates a physical trade counter and showroom, so online sales represent one part of the wider business.
The business is seasonal, with December to February traditionally quieter. Average order values can range from several hundred to several thousand pounds, and some customers research online before ordering by phone or visiting the showroom.