FreshCart came to us running on a legacy cart platform that had been patched together over six years. The storefront looked dated, the checkout flow lost four in ten shoppers before payment, and the product catalog was completely invisible to AI search engines. Revenue growth had stalled well below the category average, and the founding team suspected the problem was as much technical as it was creative.

The Challenge

A deep audit confirmed what the team feared. Average page load time sat at 6.1 seconds on mobile, well past the threshold where conversion rates collapse. The checkout flow spanned five separate steps with no saved-address autofill, and cart abandonment on mobile was north of 78%. On the discovery side, product pages had no structured data at all, meaning neither traditional search engines nor AI answer engines could reliably surface FreshCart products for buyer-intent queries.

Compounding the problem, the existing platform made even small design changes expensive: every promotional banner or seasonal layout update required a developer ticket and a multi-day turnaround, which meant the brand's visual presentation had barely changed in three years.

The Solution

We rebuilt the entire storefront on Shopify with a fully custom theme, designed from scratch around FreshCart's actual purchase funnel rather than a generic template. Three workstreams ran in parallel:

  • Performance engineering — image pipeline rebuilt around next-gen formats and lazy loading, third-party scripts audited and trimmed, and critical CSS inlined to get the largest contentful paint under 1.8 seconds.
  • Checkout redesign — compressed from five steps to two, with saved-address autofill, one-click reorder for returning customers, and a persistent cart summary that eliminated the need to scroll back and forth to confirm the order.
  • AI-readable content structure — every product page rebuilt with schema.org markup, clear ingredient/spec tables, and plain-language answers to the most common pre-purchase questions, so both Google and AI answer engines could extract accurate information confidently.

We also built a lightweight internal CMS layer on top of Shopify's native theme editor so the FreshCart marketing team could update banners, collections and seasonal campaigns without touching a line of code.

The Results

Within nine months of launch, store speed improved by 92% against the pre-migration baseline, checkout completion rose 38%, and organic sessions were up 156% year-on-year — driven largely by the new AI-search-readable product pages, which began appearing in AI Overview citations within the first quarter.

"White Moves rebuilt our entire storefront and it shows in every metric — speed, conversion, revenue."

The FreshCart team now ships their own campaign pages independently, and the platform has scaled through two subsequent peak seasons without a single performance incident.