DC Coffee
Shopify 2.0 MigrationSubscription Commerce2022
DC Coffee is a premium artisan coffee brand known for ethically sourced beans and exceptional roasting quality. Their Shopify 1.0 theme had accumulated years of technical debt: every new feature was a fragile workaround, page speed was degrading, and the team couldn't run campaigns without developer intervention. Rather than patching, I assessed the full architecture and led a ground-up migration to Shopify 2.0, preserving all existing custom functionality while unlocking modern theme architecture, measurable performance gains, and subscription commerce capabilities the old stack couldn't support.
The existing Shopify 1.0 theme had years of custom functionality baked in, from complex product bundles to custom checkout logic. The challenge was migrating to Online Store 2.0 without losing any features. I rebuilt the entire theme using JSON templates and Sections Everywhere, giving the team full CMS flexibility while preserving all custom logic. The migration improved CMS management efficiency by over 20%.
Coffee subscriptions are the lifeblood of recurring revenue. I integrated Recharge with a custom passwordless customer portal, allowing subscribers to manage their orders without remembering yet another password. The subscription widget was seamlessly embedded into product pages, working alongside the Recharge API for real-time subscription state management. This frictionless experience contributed to a 35% increase in average order value.
Performance was a key deliverable. I optimized every aspect of the theme following Shopify's performance best practices, from lazy loading images to minimizing render-blocking resources. The result: PageSpeed Insights scores of 50+ on mobile and 90+ on desktop, with SEO and Accessibility scores reaching a perfect 100. The site delivers a consistently fast, responsive experience across all devices and browsers.
- AOV Average Order Value increase with subscriptions +35%
- PageSpeed Mobile 50+ · Desktop 90+ Core Web Vitals
- SEO & A11y Lighthouse scores optimized 100
- CMS Management efficiency improvement +20%