From scrollto sold.↗
TikTok brought the attention. A reimagined Shopify experience turned it into six figures in sales in just 36 days.
Total sales compared
with the previous period
01 / The challenge
Loved on social.
Lost at checkout.
R&W Co. had an audience ready to buy. But the experience after the click didn’t match the energy of the brand’s TikTok presence. Social attention was reaching a storefront that made buying harder than it needed to be.
A mobile disconnect
The shopping experience wasn’t built around the people arriving from social on their phones.
A scent without a story
Limited product context made it difficult to feel confident choosing a fragrance online.
Attention without momentum
Heavy reliance on social media wasn’t translating into sustainable store growth.
Two different brand experiences
The website lacked the personality and lifestyle appeal that made the social presence resonate.
02 / The approach
Make every
tap feel natural.
Four connected changes brought discovery, product storytelling and purchase into one coherent mobile experience.
Fragrance editorial · Industry reference01Start with the small screen
Digital Silk rebuilt the Shopify store around a mobile audience. More than 95% of sessions after launch came from mobile, making the phone experience central to the redesign.
02Bring the fragrance to life
Clearer scent descriptions, stronger visuals and more product context helped shoppers understand the fragrances and choose with greater confidence.
03Shorten the path to purchase
Restructured navigation, cart functionality and cross-sell opportunities created a more direct route from finding a product to completing a purchase.
04Keep the brand feeling familiar
The new website carried the personality and lifestyle energy of R&W Co.’s TikTok presence into the storefront, connecting the social experience with the shopping experience.
One connected journey
03 / The impact
The numbers
tell the story.
The source reports six figures in sales within 36 days of launch, alongside gains in orders, sessions and repeat customers.
Total sales
Fulfilled orders
Website sessions
Returning customer rate
Explore the uplift.
Total sales increased 42% compared with the previous period, surpassing six figures within 36 days of launch.
Relative index, previous period = 100. These bars visualize the reported percentage changes; they are not absolute sales or customer counts.
The Morphiaas perspective
Attention is
just the start.
The lesson for ambitious commerce brands: meet shoppers where they arrive, give them a reason to believe, and make the next step easy. Design should carry the momentum all the way to purchase.
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