Dewha's WooCommerce to Shopify replatform: +133% conversion rate

Dewha had built one of the strongest beauty brands in the Philippines, with a growing presence across South-East Asia. The products were premium, the customer base was loyal, and the business was growing. But the storefront wasn't keeping pace. The website looked dated, didn't reflect the quality of what they were selling, and was held back by the platform underneath it.

The core friction was WooCommerce itself. Every time Danny wanted to make a change - even small ones - it meant booking developer time. There was no easy way to update sections, test variations, or move quickly on campaigns. International expansion plans were on the table for new South-East Asian markets and beyond, but WooCommerce made multi-market setup messy. And while loyalty was a strategic priority for Dewha, the loyalty programme options on WooCommerce were thin and clunky. We all know that for a beauty brand, this is a hard stop, a ceiling.

We were the first agency Dewha had brought in. Danny had been weighing his options for a while and decided that if he was going to redesign the site, he wanted to do it once, properly, on a platform he wouldn't have to fight against. He wasn't looking for someone to take an order and ship a build. He wanted a partner who understood the Shopify ecosystem inside out, knew the beauty niche, and would lead with strategy rather than just execution - someone who could tell him which loyalty mechanics would actually drive repeat purchases, how the storefront should be structured for his customers, and how to handle the migration so nothing broke.

When we ran our diagnostic, the picture lined up with what Danny already suspected. The conversion rate sat at 1.5%, with checkout dropping more visitors than it should have. The design was working against the brand rather than for it. Loyalty was the missing growth lever. And the platform was the constraint sitting underneath all of it.

What success looked like at the start of the project:

• Migrate the full store from WooCommerce to Shopify without losing customers, orders or SEO authority.
• Lift conversion rate by rebuilding the storefront around CRO principles rather than aesthetics alone.
• Launch a loyalty programme that meaningfully changes repeat purchase behaviour.
• Reposition the brand visually so the storefront matches the premium quality of the products.
• Set up the platform so future market launches across South-East Asia can be rolled out cleanly.
• Integrate Dewha's existing operational stack so nothing breaks behind the scenes.

Phase 1 - Discovery and partner alignment

Before any design work, we ran a structured discovery to map every dependency the new store would need to handle. Dewha wasn't a clean slate - there was an existing customer base, a live operation, integrated systems, and a clear strategic direction we needed to build around.

We audited the existing setup, then went outward. We spoke to partners on the operational side, including Toki for loyalty and the providers behind the warehouse management system and Ninjavan for shipping. The goal was to confirm everything would integrate cleanly before a single line of code was written. Skipping this phase is how migrations end up with broken stock sync, fulfilment delays, and customers who can't log in on launch day.

Phase 2 - Design and CRO strategy

The design brief was clear: the new storefront had to feel premium, mobile-first, and built for conversion. Rather than starting from a pre-built template and customising heavily, we built the theme from scratch on top of a clean foundation - which meant total control over performance, structure, and how the design system would scale.

We used our CRO framework, as well as Baymard Institute principles across the journey - product pages, cart, checkout, navigation - and structured every page around how customers actually decide to buy beauty products: visual proof, ingredient detail, trust signals, social validation, fast access to checkout.

The loyalty programme was treated as a core part of the store. We built it with Toki and designed mechanics specifically for Dewha's customer behaviour:

• Tiered rewards that unlock as customers spend more, with exclusive gifts at higher tiers
• Points for following the brand on social and engaging with content
• A daily login rewards mechanic - users earn points for logging in each day, which we built with the Toki team. It didn't exist on the platform at the time. The behavioural loop is what made it work: customers log in to claim points, see a new promotion or product while they're there, and convert
• Welcome offers for new sign-ups that doubled as a list-building tool

The point worth flagging here: a loyalty programme is only as good as the strategy behind it. Installing Toki - or any loyalty app - and switching it on doesn't move repeat purchases on its own. The mechanics, the tiers, the reward economics, the touchpoints in the customer journey - all of it has to be designed deliberately, ideally with people who have done it before. The 86% repeat purchase lift came from the strategy.

Alongside loyalty, we layered in upsell mechanics across the funnel - cart upsells, post-purchase offers, and PDP bundles - each placed where the data said the customer was most likely to add to their order rather than abandon it.

Phase 3 - Migration, build and integrations

The migration was the most technically sensitive part of the project. WooCommerce and Shopify don't talk to each other natively, and a careless migration is how brands lose customer accounts, order history, and organic traffic in one weekend. We mapped each piece of the move - customers, full order history, products, blog content, URL redirects - and worked through them systematically.

Customers, full order history, products, and blog content all moved across with their data intact. Order history was preserved properly so Dewha's team could keep serving returning customers without losing context. URL redirects were mapped to protect organic rankings.

On the operational side, we built a custom integration for the warehouse management system to keep stock and orders syncing in real time. Ninjavan had an existing app, but it needed meaningful customisation to fit how Dewha's fulfilment actually worked - we did that work rather than accept the out-of-the-box behaviour.

The build itself was modular. The design system runs on global styles for typography, colour and components, so future updates - new product launches, campaigns, or the upcoming market expansions across South-East Asia - can be rolled out without rebuilding pages from scratch. The plan with Dewha is to launch additional markets together, not piecemeal, and the platform is set up to support that.

• Conversion rate climbed from 1.5% to a steady 3.5%, regularly hitting 4% and peaking around 6.5% during sales events
• Repeat purchase rate grew 86% year on year, driven by the loyalty programme
• Full migration completed with zero data loss across customers, orders and content
• The storefront now matches the premium positioning of the brand, with flexibility for the team to make changes without booking developer time for every update
• Operational integrations run cleanly, with no fulfilment disruption from launch onwards
• Three years on, we're still working with Dewha, running ongoing CRO improvements, campaign launches and platform maintenance