Ecommerce · Melbourne, Australia
Ecommerce Rebuild for an Australian Lifestyle Retailer
Harbourlight Commerce Pty Ltd
Harbourlight Commerce Pty Ltd needed a faster storefront, cleaner checkout, and merchandising rules that stopped selling out of stock during campaign weekends.
Client: Harbourlight Commerce Pty Ltd · Location: Melbourne, Australia · Industry: Ecommerce
The problem
Harbourlight’s Shopify theme was sluggish on mobile. Promo rules conflicted with inventory, so ads often sent shoppers to sold-out PDPs. Checkout friction and payment failures spiked every major sale.
- Poor Core Web Vitals on collection and PDP templates
- Sold-out SKUs still appearing in paid traffic
- Checkout surprises on shipping by postcode
- Abandoned-cart emails ignoring real stock
The solution
We rebuilt the theme for speed and clarity, simplified checkout and wallets, fixed merchandising logic, and only then scaled lifecycle email on accurate inventory signals.
Our work
Retail calendar drove the timeline — two peak seasons were treated as hard deadlines for stabilization.
Performance & funnel audit
Benchmarked CWV, payment failure codes, and promo/inventory conflicts across the last three campaigns.
Theme rebuild & UX
New collection/PDP templates, clearer sizing, and faster assets. Accessibility pass on key templates.
Checkout, payments & shipping honesty
Wallet options, postcode shipping estimates earlier in funnel, and error messaging shoppers could act on.
Merchandising rules & lifecycle
Stopped sold-out SKUs in ads feeds. Rebuilt abandoned-cart flows against live stock.
Team time invested
Effort concentrated in theme engineering and conversion QA ahead of sale weekends.
| Role | Focus | Hours |
|---|---|---|
| Engagement strategist | KPI plan, retail calendar | 80 |
| UX / UI designer | Templates, checkout UX | 160 |
| Shopify developers | Theme, apps, feeds | 360 |
| CRO / analytics | Events, test backlog | 90 |
| Lifecycle marketer | Cart flows, segmentation | 110 |
| QA + PM | Device QA, launch windows | 90 |
Total Flexus effort: ~890 hours across 5 months.
Results
Online revenue grew 36% across two peak seasons versus the prior year, with fewer mobile payment failures and cleaner campaign weekends.
- +36% online revenue in comparable peak windows
- Improved mobile conversion after CWV work
- Paid traffic no longer landing on obvious stock-outs
- Abandoned-cart recovery contributing measurable recovered orders
“We stopped blaming “the algorithm” and fixed the store. The numbers followed.”
— Founder, Harbourlight Commerce Pty Ltd