JING Tea.
Delivering flexibility and efficiency to support growth.
With ambitious expansion plans, JING Tea needed to modernise its ecommerce capabilities. Their Magento (Adobe Commerce) setup had become complex and restrictive - limiting agility, slowing updates, and creating dependencies on developers.
The brand wanted a platform that could scale efficiently while empowering its internal team to move faster. Goals included:
- Migrating from Magento to Shopify Plus to leverage a flexible SaaS platform.
- Enhancing storytelling and content management to bring the brand’s origins and products to life.
- Streamlining international operations and optimising performance across multiple markets.
- Introducing new, customer-focused subscription options to deepen loyalty and increase lifetime value.
In short, JING Tea needed an elegant, scalable, and customer-centred platform; one that reflected their premium brand and supported their journey-led growth.
1. A bespoke Shopify Plus experience that embodies luxury.
To showcase JING’s craftsmanship and heritage, we created a bespoke Shopify Plus theme that balances modern performance with premium design. Using their signature neutral palette and rich, natural textures, the design evokes the calm and quality associated with JING’s teas. Product pages were enhanced with immersive storytelling, imagery from tea gardens, and interactive maps highlighting origins - all crafted to enrich the customer journey and reinforce brand authenticity.
2. A seamless migration from Magento to Shopify Plus.
Migrating from Magento to Shopify Plus required careful planning to ensure zero disruption. Our team handled a full end-to-end migration, including products, customers, and historical orders.
We restructured navigation, simplified product filters, and resolved key user experience issues from the previous setup - speeding up load times, fixing checkout errors, and retaining baskets for logged-out users.
Through Shopify Markets and Global-e integration, we consolidated JING’s UK, USA, and Australian stores into a unified, scalable solution. The result: streamlined operations, improved performance, and a consistent brand experience across regions.
3. Personalised subscriptions to deepen engagement.
To encourage repeat purchases and brand loyalty, we implemented Recharge subscriptions. Customers can now enjoy recurring deliveries of their favourite teas (loose leaf, tea caddy, or tea bags) with flexible options for frequency and quantity.
This seamless subscription journey enhances convenience while reflecting JING’s mission to make single-origin teas more accessible.
We also introduced personalised shopping tools, including a Shop by Mood feature and a Tea Discovery Quiz powered by Octane.ai to help customers find their perfect tea and to strengthen the emotional connection to the brand.
4. Journey-led growth: aligning technology, design & data.
Every element of the project was guided by our journey-led growth framework. By mapping JING’s customer journeys and identifying friction points from discovery to checkout, we ensured each improvement contributed to a smoother, more cohesive experience.
With better analytics and tracking in place, the JING team now has visibility across the entire customer journey, enabling data-driven decisions that fuel long-term growth.
A platform designed for performance, personalisation, and global growth.
The new Shopify Plus store delivers the flexibility and elegance JING Tea needed to scale internationally. With faster site performance, enriched storytelling, and powerful subscription capabilities, JING is now engaging customers in more meaningful ways and turning discovery into loyalty.
Since launch, JING Tea has:
- Seen increased browsing behaviour, with higher page views per session.
- Achieved a significant uplift in “add to cart” activity.
- Increased overall conversion rate by 25%.
Looking at year-on-year performance, the migration to Shopify Plus has enhanced the shopping experience and unlocked far stronger analytics and tracking capabilities. This has given JING Tea clearer visibility of the whole customer journey - enabling the team to optimise content, campaigns, and on-site experiences around real behavioural insights.
Together, these improvements continue to drive sustainable, journey-led growth and position JING Tea for long-term success.
