Case Study · Sustainable Footwear
Allbirds — a Shopify rebuild for real revenue.
Global StorefrontMulti-CurrencySub-2s LCP
The Problems
- International customers hit friction with currency and language.
- Product storytelling was buried below the fold on mobile.
- PDPs lacked sustainability proof points that convert eco-buyers.
- Legacy sections slowed initial paint on 4G connections.
The Improvements
- Geo-based currency + language switcher wired at the theme layer.
- Story-driven PDPs with sustainability metrics above the fold.
- Optimized hero media with next-gen formats and priority hints.
- Rebuilt cart drawer with express payments and free-shipping progress.
The Solutions Implemented
- Custom Shopify Markets configuration for 20+ countries.
- Componentized theme sections editable by the merchandising team.
- Klaviyo lifecycle flows tied to sustainability content series.
- Performance budget enforced with Lighthouse CI on every deploy.
The Results
- International conversion rate improved across every top market.
- PDP-to-cart rate up materially after the redesign.
- Mobile LCP consistently under 2 seconds worldwide.
- Repeat purchase rate lifted through segmented email flows.
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