ECOMMERCE GROWTH STRATEGY,
Candle Shack

Shopify+ Multi-Market Growth Strategy. Fractional Ecommerce Director

Candle Shack are a huge authority in the home fragrance space, operating a ‘B2B2C’ model that supports small businesses and entrepreneurs throughout their chandler journey. They don't just sell candle-making supplies - they help their customers set up, start, scale and grow their own small home fragrance businesses with comprehensive learning and education content.

When I was asked to help with their growth strategy, it quickly became clear that their existing digital infrastructure was holding them back. They were operating four separate websites - UK, FR, DE and EU - each requiring individual maintenance. Products needed uploading four times, pricing maintained in 4+ places, four different Klaviyo accounts, and content managed across three different languages. The sites also had a vast number of different content and product templates, making it difficult to maintain consistency across product ranges.

This wasn't just inefficient - it was preventing the team from focusing on what they do best: creating great content and supporting their community of chandlers.

We made the decision to migrate to a single Shopify Plus store with two markets: .co.uk and EU, with the EU market operating in three languages. This step change streamlined all processes, improved SEO, and dramatically reduced maintenance costs and timescales. Suddenly, the team could focus their energy on great content and user experience improvements rather than repetitive admin across multiple sites.

The project wasn't just about the new website though. We brought in comprehensive SEO and GEO processes and strategy, gaining valuable AI citations. We also streamlined and improved their email strategy with automations, welcome and nurture campaigns, and better newsletter content. A thorough list clean-up reconnected with or removed lapsed subscribers, improving deliverability and engagement.

I worked with Noughts & Ones BCorp Shopify Agency on this project - a partnership that continues as they work with the brand on the remaining improvements roadmap and growth plans. It's wonderful to work with an agency who shares similar values around ethical business practices. Their ‘Conscious Development’ framework ensures their beautiful designs have the lowest possible environmental impact.

The Candle Shack are now positioned to scale efficiently whilst maintaining the authority and educational excellence that makes them such a trusted partner to their community. Watching a brand move from being held back by their tech stack to being empowered by it never gets old.

If you're juggling multiple sites or finding that your ecommerce infrastructure is preventing growth rather than enabling it, let's talk. Sometimes the best way forward is simplification rather than addition.

Ready to discuss your project?