Selling your products or services becomes a heck of a lot easier when your brand identity clearly defines who you are and what you care about and speaks directly to the people that you want to connect with.
Sorella Apothecary is a luxury skincare brand that bridges botanical science and professional aesthetics. As they scaled, their WooCommerce site became a barrier to performance, wholesale operations, and brand perception. They partnered with Commence Studio to replatform their ecommerce experience to Shopify Plus with B2B functionality, while refining their visual identity, customer experience, and marketing tech stack.
From art direction and visual content to custom wholesale UX and real-time marketing dashboards, we helped evolve Sorella into a modern, data-driven DTC and B2B brand.
Reno, NV USA
WooCommerce limited their growth.
Sorella’s previous site restricted conversion, mobile UX, and wholesale ordering, frustrating both customers and internal teams.
The brand needed a refresh.
Their visual identity and content didn’t reflect the luxurious, modern tone of the product line, leading to missed opportunities in sales and retail positioning.
Disconnected marketing and reporting.
With no lifecycle marketing integration, no POS solution, and minimal performance visibility, growth strategies were reactive rather than predictive.
Diagnosing Friction and Designing for Flow
To lift conversion performance, we conducted a multi-layered CRO (conversion rate optimization) process. We began with heatmap analysis to observe where users were dropping off or ignoring key calls to action. These insights revealed scroll fatigue, underperforming navigation patterns, and buried product detail areas.
Next, we ran customer experience surveys to capture direct feedback from both B2B buyers and D2C shoppers. Common pain points included difficulty understanding bundle options, unclear shipping details, and slow page performance on mobile.
Finally, we reviewed behavioral analytics and funnel drop-off points, mapping them to specific UX challenges. Using these insights, we rebuilt key user flows and templates. From product detail pages to quick order forms for wholesale buyers—resulting in a faster, more intuitive shopping experience.
This CRO work directly contributed to post-launch KPIs, including a 4.86% conversion rate and a 155.5% increase in add-to-cart events.
We migrated the brand to a custom Shopify Plus storefront with native B2B and wholesale features.
Fully redesigned site architecture and UX
Quick-order interface for wholesale buyers
Enhanced product detail pages and conversion flow
Optimized theme performance and mobile-first layout
We recalibrated the brand to align with luxury buyer expectations and category trends.
Creative direction for artful product photography
Video production to boost conversion and engagement
Updated tone, typography, and content hierarchy
Partner Loyalty Program Development
To support Sorella’s network of estheticians and spa partners, we helped design and integrate a loyalty rewards system tailored for B2B. This program encouraged repeat wholesale orders, rewarded high-volume partners, and nurtured brand advocacy with tiered incentives. Loyalty engagement and ROI tracking were built directly into Shopify Plus, streamlining partner retention and reordering.
Retail Store Locator Integration
We also implemented a high-performance retail locator tool on the new website, giving consumers an easy way to find local Sorella stockists. Featuring geolocation, advanced filtering (e.g., by product type or treatment focus), and elegant UI styling, the locator bridged the gap between D2C and in-store retail. It supported Sorella’s hybrid omnichannel strategy and drove measurable foot traffic to their physical partners.
Salesforce Integration for Sales Enablement
We integrated Shopify with Salesforce, allowing real-time order syncing and customer profile enrichment for their sales team. This eliminated manual data entry, improved lead tracking, and streamlined CRM workflows across departments.
Integration for Warehouse Operations
We connected Shopify to SKUVault to enable accurate inventory tracking, fulfillment routing, and real-time stock visibility across their distribution network. This helped reduce errors, increase order accuracy, and improve fulfillment speed.
| Key Metric | Lift |
|---|---|
| AOV | +17% |
| Conversion Rate | 4.86% |
| Add to Carts | +155.5% |
| First-Time Purchasers | +92.7% |
| New Users | +55.5% |
Traffic Growth by Channel
Organic Shopping: +3439.6%
Email (Klaviyo): +150%
Direct Traffic: +20.3%
Organic Search: +51.8%
POS (new channel): 11% of gross sales
We built the backend engine to support multichannel growth and marketing efficiency.
Klaviyo integration for segmented lifecycle flows
New POS channel activation for events and retail
Triple Whale dashboards and AI reporting agents to monitor real-time performance across paid channels and email
This wasn’t just a website redesign, it was a full-stack ecommerce acceleration. By improving Sorella’s brand design systems, conversion architecture, and performance marketing engine, we helped the brand unlock new wholesale and DTC revenue streams while enhancing loyalty and operational insights.
The new Shopify Plus storefront is fast, on-brand, and built for scale. We positioned Sorella for continued success in both clinical spa retail and consumer-facing channels.
Selling your products or services becomes a heck of a lot easier when your brand identity clearly defines who you are and what you care about and speaks directly to the people that you want to connect with.
