A Shopify rebuild that lifted checkout completion 23%

Fern & Field's Shopify store had accumulated six years of apps, page builders, and patched-on scripts. Mobile pages took over seven seconds to load, and analytics showed most abandoned carts died between product page and payment.

Peak season was twelve weeks away. The rebuild had to land well before it, without losing SEO rankings that drove half their traffic, and without freezing the marketing team's daily content changes.

We rebuilt the storefront on Shopify's Hydrogen framework with a hard performance budget: every page ships under 200KB of JavaScript and renders in under two seconds on a mid-range phone.

The checkout path was redesigned around the data: fewer steps, express payment buttons up front, and trust signals where hesitation actually happened. Content stayed editable through Shopify's own admin, so marketing never noticed the plumbing change.