Treatbox
We rebuilt TreatBox on a scalable Shopify 2.0 foundation and introduced profit-led gifting feature
A simplified, clearer customer journey and bespoke gifting flows removed friction and improved decision confidence.
A CRO-first rebuild and continuous A/B testing ensured every change was commercially justified and profit-led.
New revenue levers like split shipping, corporate gifting, and Build Your Own Box functionality unlocked higher-value orders.
Case
study
TreatBox came to Marca with a custom-built theme developed by a previous agency that had become increasingly difficult to maintain. The site relied on bespoke app logic that made even simple changes time-consuming, while much of Shopify’s native functionality was being underutilised.
The internal team struggled to make basic amendments, innovation was slow, and the platform was becoming a bottleneck rather than a growth engine.
The goal was not just to improve performance, but to rebuild the store on a modern, scalable foundation that allowed TreatBox to move faster, experiment more freely, and grow profitably.
We started from scratch.
We installed a Shopify 2.0 theme and fully customised it to feel completely bespoke while preserving the flexibility and speed of native Shopify. This immediately gave the TreatBox team more control and reduced their reliance on complex custom logic for everyday changes.
From there, we rebuilt the core product experience. We developed a new custom Build Your Own Box application, alongside new Shipping and Fulfilment systems, to support TreatBox’s unique gifting model without introducing unnecessary technical complexity.
As the business grew, we introduced advanced functionality to support new buying behaviours. This included split shipping, allowing customers to send multiple gifts to multiple addresses in a single checkout, and a custom step-by-step corporate gifting flow that enables full personalisation, including logo uploads, bulk address imports, and custom gift messages.
Once the foundations were in place, we moved into a continuous optimisation phase. We implemented structured A/B testing with a clear focus on profitability, not just aesthetics.
TreatBox now operates on a flexible, high-performance Shopify foundation that is easier to manage, faster to iterate on, and built for scale.
Through structured CRO and experimentation, we delivered a 14% uplift in conversion rate, reaching 96% statistical significance. This improvement alone equates to over £600,000 in additional annual revenue.
Beyond the numbers, TreatBox now has a platform that supports innovation rather than restricting it. New features can be launched quickly, customer journeys can be refined with confidence, and every change is backed by data rather than guesswork.
This shift from fragile custom logic to a robust, CRO-first ecosystem has transformed the site into a true growth engine.
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