A Shopify storefront tuned for the second visit
A polished Shopify storefront paired with Klaviyo lifecycle marketing and an iterative CRO program, all tuned for repeat-purchase economics in a category that lives on retention, not impulse.
24 teashop · commerce loop
LiveSystem overview
Storefront · Lifecycle · CRO, one loop
Storefront
Lifecycle
Conversion surfaces
Retention
Analytics
Storefront
Shopify
Lifecycle
Klaviyo
Lens
Repeat-first
Client
24 Teashop
Industry
DTC tea & beverages
Markets
International e-commerce
Engagement
Multi-year partnership
At a glance
The shape of the engagement
A polished storefront, a lifecycle program tuned to retention, an always-on CRO loop, and a single repeat-purchase reporting view.
Shopify
Storefront platform
Theme rebuild, conversion-engineered, mobile-first
Klaviyo flows live
Welcome · browse · cart · win-back · post-purchase · VIP
CRO surfaces optimised
PDP · cart · checkout · navigation · search · upsell
Repeat first
Optimisation lens
Tuned for repeat-purchase economics, not single-order spikes
The challenge
A category that lives on the second purchase
Category economics
Tea is bought in rituals, not transactions.
Margin and brand health depend on the second, third, and tenth purchase, not the first one. The storefront alone can't carry that. Lifecycle has to.
24 Teashop sells a category that lives on retention. People discover a blend, fall in love, and come back , or they drift to the next brand. The first purchase is the start, not the goal.
The storefront wasn't doing enough to turn first-time buyers into regulars. Lifecycle was generic. CRO tests were one-off. Discovery on mobile felt thin. And the data view, Shopify here, Klaviyo there, ad platforms in spreadsheets, couldn't answer the actual business question: are we earning the second visit?
The brief was clear: treat the storefront and the lifecycle as one product, tune everything for repeat-purchase economics, and turn CRO into a continuous loop instead of a series of launches.
- Storefront not converting on its own terms
- Generic lifecycle flows with no segmentation depth
- CRO tests one-off, no compounding learning
- Mobile discovery experience felt thin
- Data fragmented across Shopify, Klaviyo, ad platforms
- No clear repeat-purchase reporting view
The approach
Storefront and lifecycle as one product
We replaced storefront-only thinking with a commerce loop where Shopify, Klaviyo, and CRO move on the same release. Four principles hold it together.
Storefront tuned to the buyer's actual path
The storefront is rebuilt around how tea buyers actually shop, browse by mood, by ritual, by occasion. Not just SKU lists in a category tree.
Lifecycle as the second product
Klaviyo flows, segmentation, and post-purchase journeys carry as much weight as the storefront. In a repeat-purchase category, the email is the second visit.
CRO tuned for retention, not just conversion
Every test is judged on repeat-purchase economics, average order value, second-purchase rate, customer lifetime value, not just one-and-done conversion bumps.
Brand integrity at every touch
Performance work, A/B tests, and lifecycle updates all stay inside the brand voice. The storefront feels like the brand, every time, on every device.
What we shipped
Six tracks, one loop
Storefront, lifecycle, CRO, retention, and brand UX moving together, every release strengthens the next.
01 / Shopify Storefront & Theme
Conversion-engineered storefront, mobile-first
- Custom Shopify theme built for the brand's visual language, calm, considered, mobile-first.
- Collection, PDP, cart, and checkout reworked around how tea buyers shop: by mood, by ritual, by occasion.
- Performance-first asset strategy keeps the storefront snappy on slower connections and lower-end devices.
02 / Klaviyo Lifecycle & Segmentation
The flows that turn one purchase into a habit
- Klaviyo flows wired end-to-end, welcome, browse, cart, post-purchase, win-back, replenishment, and VIP.
- Segmentation tuned for the repeat-purchase economics of tea: first-time buyers, regulars, lapsed, gift-givers, blend-explorers.
- Transactional and lifecycle messaging unified inside the brand voice, receipts, shipping, and education all feel like the brand.
03 / Conversion Optimisation & A/B Testing
Iterative CRO across PDP, cart, and checkout
- Iterative A/B testing program across hero, PDP, cart, checkout, and key landing surfaces, each test scoped to a hypothesis.
- Streamlined the path from product discovery to checkout, fewer steps, clearer trust signals, faster mobile flow.
- Layered post-purchase upsell and cross-sell modules tuned to category fit (sample packs, accessories, gift sets).
04 / Lifecycle Marketing & Retention
Replenishment, VIP, and retention tuned to LTV
- Replenishment and reorder reminders tuned to the rhythms of regular tea drinkers, not generic e-com defaults.
- VIP / loyalty tiering integrated with Klaviyo segments so the brand can reward and retain its best customers.
- Win-back and re-engagement journeys aimed at lapsed buyers, with category-fit creative and offer logic.
05 / Brand UX & Content Surfaces
Storefront that reads like the brand
- Editorial content surfaces, brewing guides, tea education, blends-and-pairings, wired into commerce, not bolted on.
- Search, filtering, and discovery tuned for a brand where buyers explore as much as they convert.
- Recipe and ritual content interlinked with PDP so storytelling and conversion work in the same experience.
06 / Process & Optimisation Loop
Storefront, lifecycle, and CRO running on one rhythm
- Storefront releases, Klaviyo flow updates, and CRO tests bundled into one delivery rhythm, not separate workstreams.
- Reporting layer ties Shopify, Klaviyo, and ad-platform data into a single repeat-purchase view of the business.
- Worked alongside the in-house team to refine the brief-to-launch process so iteration compounds release after release.
The work, in production
The lifecycle loop, end-to-end
From first visit through VIP, every stage is a touchpoint. The storefront, Klaviyo flows, and retention surfaces run as one experience, designed to earn each next purchase.
- First visit · brand-led discovery and PDP experience
- Welcome flow · sets the brand voice and education arc
- First purchase · post-purchase journey starts immediately
- Replenishment · timed to category rhythms, not generic defaults
- VIP · loyalty tiering tied to Klaviyo segmentation
lifecycle loop · 24 teashop
LiveDiscovery
Storefront · brand-led PDP
Welcome
Klaviyo welcome flow
First purchase
Cart · checkout · upsell
Post-purchase
Education · review · cross-sell
Replenishment
Timed reorder reminders
VIP
Loyalty tier + segmentation
The outcome
From first-visit conversion to repeat-first commerce
Storefront, lifecycle, and CRO now run as one loop. The brand earns more from each customer relationship , and the team has a system that keeps compounding.
A storefront that converts on its own terms
Mobile-first, brand-coherent Shopify storefront with a discovery experience tuned to how tea buyers actually shop. PDP, cart, and checkout no longer leak.
A lifecycle that earns the second visit
Klaviyo flows, segmentation, and post-purchase journeys turn first-time buyers into regulars, and regulars into VIPs. The storefront is no longer the only channel doing work.
A CRO discipline that compounds
Continuous A/B testing tuned to repeat-purchase economics means each release strengthens the next. Learnings stack instead of getting lost between launches.
Technology stack
The platforms behind
Storefront, lifecycle, analytics, and brand surfaces, integrated tightly enough that every release moves all of them forward.
Storefront
Lifecycle & retention
Analytics & CRO
Brand & content
In retention categories, the storefront is just the first visit.
The 24 Teashop engagement is the playbook we now run for any DTC brand where the second purchase carries the margin: storefront, lifecycle, and CRO as one product, optimised end-to-end.
Running a retention-first DTC brand?
Let's build your commerce loop.
Whether you're tuning a Shopify storefront, rebuilding lifecycle on Klaviyo, or starting an always-on CRO program , we'll come back with a clear delivery model and start shipping inside the same quarter.