How Gulf Fruits Grew Orders by 64%
with the Shopify Advanced Implementation
Food & Beverage
Company Brief
Estd. 2004, Gulf Fruits is an online grocery platform delivering premium fresh produce across the UAE through scheduled delivery slots and a seamless digital shopping experience.
As demand grew, the brand saw a sharp surge in user traffic and order volume, but also a stress test for its ecommerce infrastructure with hidden operational risks. Nearly 40% of platform issues across product discovery, cart experience, and checkout flows were causing workflow instability. These frictions were slowing transactions and affecting customer journeys. To scale sustainably, Gulf Fruits was on the lookout for a Shopify partner who could diagnose, fix, and future-proof their platform.
Platform Migration
UI/UX Optimization
Reducing Checkout Drop-offs
Increasing Cart Value
Improving Conversion Rate
Strengthening Customer Retention
Project Overview
Gulf Fruits' performance obstruction and workflow inefficiencies were affecting customer journeys. Critical flaws, such as PDP > Cart > Checkout, had stability gaps, UI friction, and operational dependencies that limited conversion potential. This limitation required a creative engineering approach rather than a standard platform solution.
To optimize site performance, Gulf Fruits partnered with Codilar (Shopify Plus premium partner) to migrate its existing eCommerce platform to Shopify, transforming its storefront into a stable, conversion-optimized commerce engine. The project aims to deliver responsive, multi-language (English and Arabic) transactional websites for the grocery and vegetable industry. The engagement began with stabilization but quickly evolved into a strategic growth initiative within 4 months focused on three pillars, i.e., platform stability, customer experience and conversion rate optimization.
Business Challenges
UI inconsistencies impacting user journeys
Complex checkout leading to drop-offs
Slow incident resolution cycles
Weak regression processes causing recurring bugs
Heavy reliance on third-party delivery integrations
Limited scalability during peak traffic
Codilar Solutioning Approach
Redesigned cart UI to enhance clarity and checkout speed
Enabled Live Inventory Indicators for conversions during campaigns
Rolled out "Timeslot" module for address and delivery selection before checkout
Strengthened QA and regression across PDPs, cart, and bundle pages
Optimized internal issue triaging process for streamlined workflow
Refined address and delivery logic process to reduce checkout errors
Enhanced bundle, add-ons features in UAT to increase AOV
Improved checkout flow to minimize purchase drops-offs
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When we assessed the platform, it was clear that the issue was not traffic, it was workflow stability. By strengthening QA, refining checkout logic, and optimizing critical flows on Shopify, we optimized the store into a scalable commerce engine.
Mohammad Aamir
Practice Head - Shopify
Turning Customer Journeys Into Revenue and Retention
When Rising Demand Tested the Foundation
As online grocery demand surged across the UAE, customers began expecting faster site browsing, seamless checkout, and guaranteed delivery slots without friction. For Gulf Fruits, traffic was rising, and orders were increasing, but so were pressures. Product discovery delays, checkout complexities, and delivery logic dependencies began surfacing more frequently. Around 40% of resolved tickets revealed important areas for remediation across the customer journey.
The growth was accelerating, but the foundation underneath was under strain. Recurring regression bugs slowed internal teams, incident resolution cycles stretched longer than expected, and peak traffic raised scalability concerns. Since Gulf Fruits was originally built on Odoo Commerce, the team decided to transition to Shopify to support their next phase of growth. With Codilar's guidance, the migration happened on the Shopify Advanced plan as a move toward greater flexibility and long-term performance. The business needed to reinforce its Shopify foundation before pushing further growth.
Strengthening the Core for Revenue Growth
Being a Shopify Plus premium partner, Codilar began by fixing what was breaking the experience at its core. Instead of extra enhancements, the focus was on strengthening core commerce workflows, from PLPs and PDPs to cart and checkout, to improve UX.
Regression processes were structured, issue triaging improved, and reactive fixes were replaced with preventive validation. The cart experience was simplified, delivery logic refined, and checkout friction reduced to create a smoother path to purchase. With stability restored, performance optimization followed.
Another challenge was how delivery timeslots were handled. Gulf Fruits wanted customers to confirm both their shipping address and preferred delivery slot before moving to checkout. However, since the store was not on Shopify Plus, the checkout page could not be customized. To solve this, Codilar shifted the address and timeslot selection to the cart page and redesigned the interface to show only the important details like selected address, date, and timeslot. Customers were required to proceed to checkout only after completing both selections, ensuring clarity and reducing errors. This made the delivery flow smoother while keeping the site visually consistent and easy to use.
We Make An Impact
Through Our Work
Uptick in Conversion
& Transactions
Growth in Customer
Retention & Loyalty
Session Increase Reflecting
Active User Interest
Hike in Traffic Growth
& Engagement
We Make An Impact
Through Our Work
Uptick in Conversion
& Transactions
Growth in Customer
Retention & Loyalty
Session Increase Reflecting
Active User Interest
Hike in Traffic Growth
& Engagement
“CODILAR'S PROACTIVE APPROACH AND SUPERIOR TECHNICAL EXPERTISE HELPED US STABILIZE CRITICAL WORKFLOWS AND SIGNIFICANTLY IMPROVE CUSTOMER EXPERIENCE IN JUST 8-9 MONTHS. THEIR TEAM FEELS LIKE AN EXTENSION OF OURS.”
Vishnu Madhavan
eCommerce Technology & Merchandising Expert
Gulf Fruits Trade Company
Marketing automation, bundle enhancements, and subscription capabilities were introduced to increase AOV and encourage repeat buying. A Quick Reorder feature enabled returning customers to complete purchases in one click. Live inventory indicators were activated during flash sales to create urgency and accelerate conversions. Category navigation was streamlined with visible subcategories and quick-add options, improving product discoverability and reducing purchase time. The entire flow was no longer being rebuilt with intent.
Measuring the Success
The shift did not take long to show. Within months, the numbers started speaking for themselves. Gulf Fruits processed 5,326 orders, marking a 64% increase in conversion rate. Traffic grew by 91%, reaching over 156K visitors, while sessions grew by 83%, crossing 202K. More importantly, the improvements translated into stronger customer behavior. Returning customers increased by over 63%, and retention rates improved, reflecting clear growth in customer retention and loyalty.
What started as a stabilization effort evolved into sustained performance momentum. The platform was no longer absorbing pressure. It started driving growth.
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