An established pet care brand, rebuilt on Shopify.
A long-running pet and animal health business moved off WooCommerce. We built a bespoke Shopify storefront, moved existing subscribers onto Loop and gave the team product pages they can edit without a developer.
Starting state.
Aviform is an established pet and animal health business with a wide catalogue: poultry, pigeons, cage and aviary birds and dogs. It had been trading on WooCommerce for years, with an existing subscriber base.
The brief was to modernise without breaking what worked: a faster, clearer store, product pages that help customers choose and subscribe, and a site the team could run themselves.
What we did.
We treated the migration as a rebuild of how people buy, with subscriptions at the centre.
The storefront is a custom Shopify 2.0 theme with bespoke sections, built so product pages lead with benefits, make the choice between products clear and present the subscription option at the point of decision. A custom cart drawer keeps the buying path short.
Existing subscribers moved across to Loop, which meant mapping products and variants, selling plans and payment methods from the old platform. Product content runs on Shopify metaobjects, so the team can update ingredients, benefits and tables themselves. Redirects and technical SEO were mapped before launch, and we built internal tools for change requests and CRO tracking so the work continues after go-live.
- WooCommerce to Shopify migration
- Custom Shopify 2.0 theme and bespoke sections
- Subscriber migration to Loop Subscriptions
- Custom cart drawer
- Product pages built around benefits, choice and subscribe options
- Metaobject-driven product content the team can edit
- Redirect map and technical SEO
- Internal tools for change requests and CRO tracking
Outcome.
The new store went live in 2026 with a 100/100 Lighthouse performance score. In the week of 6 to 13 May, conversion rate jumped 80% on the week before to 4.09%, and total sales rose 20% to £20,486.
Just as important, the team now runs the store themselves. Subscriptions sit on a platform built for them, and product pages are designed to help customers choose.
- +80%conversion rate, week on week after launch
- 4.09%conversion rate, 6 to 13 May 2026
- 100/100Lighthouse performance score at handover