A storefront that sells like a lookbook.

01 — Challenge

Nine years of plugins, one slow store.

Maison Noir had outgrown the WooCommerce store it launched on in 2017. Every season added another plugin, the product grid crawled on a phone, and checkout was a long form most mobile shoppers never finished — even as Instagram kept sending them over.

• 9 yrsOn the same WooCommerce build
• 4.6sMobile load time
• 3Markets sold in one currency

02 — Approach

Sell the look, not the catalogue.

We sat with the merchandising team, watched a month of mobile sessions and set one rule for the rebuild: the store should read like the lookbook, and buying from it should take one tap — without giving up a single ranking.

1. 01

   Shop from the image

   Full-bleed looks with every piece tagged and shoppable — no hunting through the catalogue.

2. 02

   Checkout in one tap

   Shop Pay, Apple Pay and Google Pay up front, in local currency for the UK, EU and US.

3. 03

   Migrate every ranking

   Every old URL mapped and redirected, with schema and sitemaps live on launch day.

03 — Solution

Shopify Plus, edited like a magazine.

A custom Shopify Plus theme built around an editorial product grid, with Shopify Markets pricing each region and Shop Pay turning checkout into a single tap. Redirects, structured data and sitemaps shipped in the same release as the new store, eleven weeks after kickoff.

04 — Results

Ninety days later, mobile started buying.

Mobile stopped being the channel that browsed and became the one that bought — and the store's search traffic carried straight over to Shopify.

• +184%Mobile conversion rate
• 1.1sLCP (from 4.6s)
• 1 tapCheckout with Shop Pay
• 100%Of old URLs redirected