Years of Shopify support for an organic fruit and veg brand
PACK'D deliver organic vegetable and recipe boxes across the UK, built on a Shopify subscription model. We were brought in during 2022 after they parted ways with their original agency, and we've been their day-to-day Shopify support ever since, from subscription rebuilds to the recipe content that keeps customers coming back.
Strategy and execution
A subscription migration done carefully
We moved PACK'D from legacy Recharge to Recharge's box builder without disrupting a single live subscription.
Recipe content built for search
Recipe schema markup means search engines, and AI answer engines, can read PACK'D's recipes properly rather than as plain text.
A partner on call
Regular meetings and day-to-day support mean PACK'D always have someone to ask before they commit to a change.
The problem
PACK'D build their business around organic fruit, vegetable and recipe boxes, delivered in supermarkets, and online either one-off or as a subscription. The Shopify site itself was already built and working when we came in, in early 2022, but the agency who'd built it had gone, and PACK'D needed somewhere to take their questions.
That's a different brief to a launch. There's no single broken thing to fix. It's a growing ecommerce business that needs a technical partner who understands the site well enough to say yes quickly, and knows when to say wait.
What we did
The relationship has run over four years as of writing and counting, so it's easier to describe as workstreams than as a project.
The biggest was migrating PACK'D's subscriptions from the original Recharge setup to Recharge's newer box builder. That's a genuinely difficult migration, since customers are mid-subscription and nobody notices a subscription platform until it breaks. We planned it carefully and moved it without disrupting live subscriptions.
Alongside that, we've built new pages as the business has needed them, and kept optimising the underlying code as Shopify itself has moved on.
The other constant is content. PACK'D's recipe and blog posts go up regularly, and we've added recipe schema markup so search engines, and increasingly AI answer engines, can read a recipe as a recipe rather than as a wall of text. That's the kind of unglamorous SEO groundwork that pays off slowly rather than all at once.
And every few weeks there's a call. Something new PACK'D want to try, a question about how Shopify handles a particular thing, a second opinion before they commit to a decision. That consultancy is as much the relationship as any single piece of work.
Outcome
PACK'D's online store has grown substantially over the years we've worked together. Most of that is down to PACK'D themselves: their product, their marketing, their brand. But the website has to carry that growth without becoming the bottleneck, and that's been our job throughout.
We're still working with PACK'D on SEO, subscriptions and whatever comes next. Five years in, that's the best evidence we have that it's working.
We are now a £1m turnover D2C business and we wouldn't have achieved this without you guys. Thank you.
PACK'D
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