Eat My Shortbread
An Ontario bakery selling retail, wholesale, and private label shortbread.
Trisha and I have worked together since 2017. This is her fourth revamp with me, completed in 2024, which came after she'd tried a different route.
The challenge
On her old site, the packaging overshadowed the product. Shortbread itself wasn't the star, and wholesale and private label were buried in the navigation. The site had been customized in a way that locked Trisha out of the basics like adding a flavour option, putting up an announcement bar with holiday hours. Anything she needed changed meant waiting on someone else.
The shift
We rebuilt the site on a new Shopify theme with the shortbread back in the starring role. Stronger product visuals and product-focused copy put the baked goods front and centre, so customers land on a site that makes them want to buy.
Wholesale and private label each got their own updated pages with clear language and direct links to the order portal, added to the top navigation and carried through to the footer. We also rebuilt the wholesale order process with an updated inquiry form and a password-protected order form with payment collection built in, so that side of the business runs with much less back-and-forth.
Navigation was simplified and the previous customizations that had been making Shopify's own tools hard to access were stripped back, so Trisha can make updates herself, even at 5 AM when inspiration strikes.
The result
Wholesale orders come in complete, with payment already handled. Retail customers can find what they want and check out without friction. Trisha logs in, makes her changes, and gets back to baking.
She has time now to develop new products, grow her wholesale and private label relationships, and run her business the way she wants to run it.
Business is moving in the right direction. And the site is doing the selling that used to require someone standing in front of a display case — because when you can't smell fresh shortbread straight from the oven, the visuals have to do that work. That's a site doing its job.
What this revamp involved:
Migration to a new Shopify theme
Simplified navigation and site structure
Product-focused copywriting for retail, wholesale, and private label
Stronger product photography and visuals
Clear customer pathways for three buyer types
Updated wholesale inquiry form
Password-protected wholesale order form with payment collection
Tools and training so Trisha can manage updates herself
A word from Trisha:
Working with Nikki again was straightforward and focused on what really matters for my business.
She understood exactly what I needed, and her insights helped me make smart choices without getting overwhelmed.
Now, my site finally shows off everything I offer, and managing it is simple. Customers love how easy it is to shop, and I love that I can update it whenever I want.
- Trisha Bower Peech, Owner & Queen Baker
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