JING Tea.
Delivering flexibility & efficiency to support growth on Shopify Plus.
JING Tea sought to improve operational efficiency and future-proof its eCommerce capabilities. With ambitious growth targets, the brand needed a platform that could scale effortlessly while enhancing the user experience. Their goals included leveraging Shopify Plus’ SaaS-based infrastructure to benefit from a fast-moving roadmap, robust support, and built-in security features. Additionally, JING Tea wanted greater flexibility in content management to showcase product and brand stories, increasing customer engagement. Reducing IT dependency and enabling the team to make rapid website changes without developer support were also key priorities.
New brew: a bespoke theme design conveying luxury.
To align with JING Tea’s premium brand identity, we designed a bespoke Shopify Plus theme that exudes luxury and elegance. By maintaining their signature neutral colour palette, we reinforced their commitment to natural, high-quality products. We also enriched product detail pages with compelling storytelling, incorporating imagery from tea farms and interactive maps highlighting the origins of each tea.
A smooth migration from Magento to Shopify Plus, geared for international expansion.
JING Tea’s transition from Magento to Shopify Plus involved navigating a range of technical and operational challenges. One of the key achievements was a smooth and seamless migration to Shopify Plus, with a strong focus on optimising the site for scalability and performance. As part of the project, we also consolidated the brand’s UK, USA, and Australian markets into a single theme, using Global-e integration to support efficient international selling. A full data migration was successfully completed, covering products, customers, and historical orders.
Throughout the process, we resolved several key issues from the previous Magento setup to enhance the customer experience. This included simplifying navigation and product filters, fixing checkout errors and discount code issues, improving order tracking, speeding up load times, and making search more intuitive. We also ensured shopping baskets were retained for users who weren’t logged in, reducing cart abandonment.
A brew-tiful routine: personalised tea subscriptions.
We implemented Recharge subscriptions, allowing customers to enjoy flexible, recurring deliveries of premium teas. Subscribers can choose from three types—loose leaf, tea caddy, or tea bags—and select the size or amount that suits them. This seamless experience supports JING Tea’s mission to deliver single-origin teas with convenience and customisation.
Special-tea features: shop by mood & product discovery.
We provided JING Tea with advice on key partner integrations for the project. For example, to enhance product discovery and customer engagement, we introduced a “Shop by Mood” feature, allowing customers to filter teas based on time of day, mood, and taste preferences. We also delivered a personalised product discovery quiz powered by Octane.ai, guiding users to the perfect tea selection based on tailored questions designed to drive conversions.
Additional partners on the project include Ometria for the ESP, Wisepops for onsite pop-ups, Loyalty Lion for loyalty, Boost Commerce for search, merchandising and filters, Yotpo for reviews and UGC, Zendesk for customer service and FAQs, Swym for wishlist and back-in-stock notifications, Lubenda for the privacy policy, OneTrust for Cookies, Elevar for server-side tracking, and Octane.ai for product discovery quiz.
Steep dreams: a luxurious new site built for growth.
JING Tea’s new Shopify Plus store provides a refined, high-performing, and scalable platform designed to support its ambitious growth targets. With a seamless user experience, enhanced product discovery, and strategic integrations, the brand is well-positioned to engage customers more effectively and drive sustainable online growth.
