About the brand
Mama Soods is a UK food brand specialising in authentic chutneys and sauces. When they came to JM Digital, they were operating on WooCommerce with a site that was underperforming commercially and holding the brand back from its potential as a DTC ecommerce business.
The challenge
The existing WooCommerce site was poorly optimised for ecommerce, with conversion rate sitting below 2%. Page structure, mobile experience, and the core customer journey across homepage, product listing pages, and product detail pages were all underperforming, reflected directly in the conversion figures. The platform itself was also a limiting factor, with WooCommerce creating friction in the day-to-day management of the site and restricting the trading tools available to the brand.
What we did
JM Digital led a full migration from WooCommerce to Shopify, taking the project from the ground up. The process began with wireframes across the homepage, product listing pages, and product detail pages, ensuring every page was designed with conversion in mind before a single line of code was written. Each wireframe was built around the customer journey, removing friction at every stage and creating a clear, commercially focused path to purchase.
The Shopify build was delivered with mobile optimisation central to every decision, reflecting the reality that the majority of DTC ecommerce traffic now comes through mobile. Following launch, JM Digital continued as a retained partner, actively trading the site on a monthly basis and building on the conversion foundation established during the build.
The results
The results of the migration and rebuild were immediate. Conversion rate improved from below 2% on WooCommerce to between 5% and 8% on Shopify, representing a step change in commercial performance driven entirely by platform and UX improvements rather than increased traffic or spend.
The relationship has continued well beyond the initial project. JM Digital remains a retained strategic partner for Mama Soods, supporting ongoing trading and growth, and has since become a strategic partner for Paalan Sood’s wider agency, Sood, reflecting the trust built through the ecommerce work.
“JM Digital delivered a full ecommerce strategy ahead of Mama Soods’ planned Shopify migration. Their input helped refine our direction and strengthen our TikTok Shop presence. They’re now a strategic partner continuing to support the growth of Mama Soods through TikTok Shop and influencer-led strategy.” Paalan Sood, Mama Soods.
Ready to grow your brand?
JM Digital works with DTC brands across the UK and Ireland on Shopify builds, WooCommerce migrations, and ecommerce growth strategy. Get in touch to talk through your goals.
