Kernowcraft partnered with blubolt to migrate from Webselect to Shopify Plus, eliminating technical debt and building a scalable, mobile-first ecommerce store.

The problem

Eradicating technical debt to unlock global scale.

Kernowcraft possessed a passionate team and high-quality products, but their digital experience was acting as a brake on their ambition. Hamstrung by technical debt on their legacy Webselect platform, they faced a cumbersome checkout process, poor mobile optimisation, and manual backend workflows that stifled operational efficiency.

The brief was clear: migrate to Shopify Plus to modernise operations, establish full-funnel data visibility, and create a friction-free experience for both beginners who need education and professionals who require speed. Ultimately, Kernowcraft needed a digital presence that reflected their brand’s cachet and authority, while building an infrastructure capable of doubling revenue without relying on ever-costlier traffic.

The solution

A foundation for Journey-Led Growth & complex data.

Sustainable growth comes from doing the small, hard things well and in ecommerce, the magic is in the mundane. Kernowcraft’s migration required handling a massive product catalogue, intricate data fields, and extensive educational blog content. We managed a highly complex data migration from countless spreadsheets into Volt, our proprietary, high-performance Shopify theme framework, delivering a fast, flexible, and deeply scalable architecture.

From there, we executed a complete mobile-first UX redesign across the homepage, navigation, product detail pages (PDPs), and blogs. By mapping a continuous journey from discovery to purchase, we connected their rich educational content directly to commerce, preserving their existing SEO equity while reducing friction for the end user.

Frictionless B2B & B2C buying experiences.

To orchestrate customer journeys that convert and retain, we needed to cater to two distinct audiences: hobbyists and high-volume professional makers. We designed a unified purchasing journey using Sparklayer to seamlessly power their B2B operations alongside their B2C offering.

To increase average order value and lifetime customer value, we implemented Shopify Bundles and integrated Appstle to drive scalable subscriptions. We also introduced bespoke functionality, specifically a “Special Requests for Gemstones” feature that allows buyers to leave precise notes against individual items on their order. This vital touchpoint honours the brand’s personal, family-led ethos while elevating the user experience.

Operational efficiency & compounding optimisation.

A great frontend requires an equally efficient backend. We integrated Brightpearl for automated, multi-location inventory management and Shiptheory to streamline complex shipping requirements. To further support their warehouse team, we built customised order print sheets to speed up fulfilment.

Finally, we rebuilt their tracking infrastructure with GA4 and internal search event tracking. This ensures full-funnel visibility, setting the stage for compounding optimisation. By capturing the right data, Kernowcraft can now make iterative, data-driven improvements that stack up month over month, driving higher conversion rates and efficiency.

The result

Clear growth & measurable impact.

The migration to Shopify Plus has successfully eliminated Kernowcraft’s legacy technical debt. It’s also launched a fast, mobile-first flagship that seamlessly unifies its B2C and B2B journeys. By replacing cumbersome, manual processes with automated workflows, the backend operation has shifted from an administrative bottleneck to a streamlined fulfilment engine. 

The new Volt architecture successfully bridges the gap between their rich educational content and frictionless buying paths. By improving product discovery and orchestrating strategic upsell and cross-sell touchpoints throughout the user journey, the new site has delivered a 21% boost in conversion rate and an Average Order Value (AOV) growth of 25%.

Lastly, with the newly optimised GA4 data infrastructure, Kernowcraft now possesses a scalable, future-proof foundation built to capture clean data and drive compounding operational and commercial growth.