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Move Supermarket

Shopify Plus custom build for online grocery store


Move is a members-only digital supermarket. They work with the world's greatest artisans to make daily staples shipped direct to consumers—without the middleman or the markup.

Move supermarket was a Y Combinator Alum and launched a successful Kickstarter campaign and received 800% of their funding, and 3,400 backers.

Move supermarket was looking for a strategic partner to help build profitable sustainable growth within best in class standards.

Some of the partners we’ve worked with on this project

The first goal was to soft launch the site to only Kickstarter and crowdfunding audiences. The question was—were these same users going to convert into members?

Move had pre-sold memberships during their crowdfunding campaigns, and had unique selling points that needed to be implemented across the site and within the site infrastructure build.

It was important to build the site in phases to prove the business model, and generate ROI before moving onto other parts of the build.


By building a custom member onboarding quiz that asked for customer preferences, we were able to surface product recommendations

Custom Shopify Plus theme. We built a beautiful, members-only, custom Shopify Plus theme for Move Supermarket and incorporated storytelling throughout the customer funnels. By highlighting the artisan-made ingredients and the manufacturing process along the way.

Virtual shopping technology. Move Supermarket was looking to have personal shoppers available via live chat, so we implemented a third party integration so that the shoppers act as virtual sales associates and provide product recommendations to increase sales and AOV.

We conducted UX client workshops around the ideal funnel for getting customers who have already signed up on Kickstarter to create accounts. 

To power the recurring accounts, we integrated ReCharge payments. Since Kickstarter backers had pre-paid their first year, we set up a flow that automatically discounts Kickstarter backers 100% for the first year of their membership, with a charge delay of 12 months. This allows them to create an account and become members, while not having to pay twice for their first year of membership. Every year after that they will be billed the full membership price. New members pay full price for membership when they sign up and annually, as they have not pre-paid for anything.

3,000+ customer membership sign ups within the first month of soft launch

At the end of Q1 2020—both sales, order volume, AOV and conversion rate were all up 10%-80% from the prior month.

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