Fifteen years on Magento. Then, finally, light again.
Cuoieriashop has sold bags, shoes and accessories since 1955 — online since 2004. After fifteen years the platform had gone from springboard to dead weight: an enormous catalog, a slow checkout, mobile needing a rebuild. We rebuilt it on Shopify Plus. The result: +28% conversions and +40% from mobile in the first three months.
WHO CUOIERIASHOP IS
Who Cuoieriashop is.
A story that starts in Sesto Fiorentino in 1955 and reaches the web in 2004: a multi-brand retailer of upper-mid fashion accessories, with a deep catalog — the women’s section alone holds more than 1,500 products.
A company that in its physical store knows exactly how to walk a customer through a choice, and that wanted the same ability to guide online. A client since 2011: a long relationship, the kind where people speak frankly.
THE STARTING POINT
“We felt we had unexpressed potential.”
That is how Niccolò Cappelli, CEO of Cuoieriashop, summed the problem up: “Our technology platform was holding us back instead of supporting our growth.” After more than fifteen years, Magento was showing its limits: a giant catalog that was hard to update, a checkout that was not fluid enough, and trust that was “scattered” — the signals were there (reviews, guarantees, shipping) but they were not guiding the user at the moment of choice, especially on mobile.
His words were clear: “We did not need a prettier site: we needed an interface that could carry an enormous catalog, was fast to update and pushed people towards a confident choice.”
WHAT WE DID
Not a restyling. A redesign of the experience.
We started from the hierarchies, not the colors. We rebuilt everything on Shopify Plus with a design system of reusable components — so updating became fast and consistent. We redesigned the home and the header, bringing the trust signals up and into the search, and made the mobile experience genuinely mobile-first, not an afterthought.
Underneath, the engine of the relationship: Klaviyo integrated natively, with behavioral segmentation and welcome, abandoned cart, post-purchase and win-back flows. And Clerk for the recommendations and more than 23 personalization rules. Every choice aimed at one thing: taking friction away.
ADAM phases: Design + Amplify + Measure
Shopify Plus
Design system
Klaviyo
Clerk · 23+ rules
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THE NUMBERS
RESULTS IN THE FIRST THREE MONTHS
Less friction. Numbers you can see.
Purchase experience
+28%
conversions in the first three months, from a smoother experience and an optimized checkout.
On mobile
+40%
sales from mobile devices after the migration.
Catalog management
−50%
more than half the time saved in the daily handling of products.
On the marketing side, supporting the growth
+45%
organic traffic
+35%
ROAS
−28%
CPA
