Case Study: HappyPaws Haven

Launching a scalable Shopify store for a new pet brand

The Background

HappyPaws Haven came to me as a new pet-focused brand looking to launch quickly, but with the right foundations in place from day one.

They weren’t just looking for a website — they wanted a proper e-commerce platform that could support growth, integrate with drop shipping, and be easy to manage without technical overhead.

The brief was clear: build a clean, scalable Shopify store that could launch confidently and grow over time.

The Challenge

As a new brand, HappyPaws Haven faced several early-stage challenges:

- No existing e-commerce platform
- A need to launch quickly without cutting corners
- A growing product range supplied via drop shipping
- Limited tolerance for technical complexity or ongoing maintenance

The site needed to be simple to run day-to-day, but robust enough to scale.

The Approach: UX, Structure, Then Shopify

1. UX & Store Structure

Before development began, the store structure and user journeys were defined.

This included:
- Collections-driven navigation
- Clear product categorisation for pet owners
- A homepage designed around discovery, not clutter
- A structure that supports SEO as the catalogue grows

This upfront UX thinking ensured the site wasn’t just launched — it was usable.

2. Bespoke Shopify Build

With the structure in place, a bespoke Shopify store was designed and built.

No off-the-shelf templates or unnecessary features were used. The focus was on:
- A lightweight, mobile-friendly theme
- Clear, pet-focused visual design
- Fast load times and simple navigation
- A store the client could manage confidently

All core Shopify setup — payments, tax, shipping, and domain configuration — was handled as part of the build.

3. Drop Shipping Integration

The store was integrated with CJ Dropshipping to support automated fulfilment.

This allowed:
- Automated product synchronisation
- Real-time inventory updates
- Streamlined order fulfilment
- Reduced manual workload for the business

This setup enables the brand to scale its range without increasing operational complexity.

4. Product & Content Optimisation

Rather than relying on basic manufacturer descriptions, product content was optimised for clarity, trust, and SEO.

An initial range of 100–150 products was carefully selected and optimised to give the store the strongest possible start.

Marketing & SEO Foundations

From launch, the store was set up with growth in mind:

- SEO-optimised page structure and metadata
- Email capture via Klaviyo
- Social media integration through Shopify apps
- Clean collection URLs and internal linking

This ensured Happy Paws Haven wasn’t just live — it was ready to be found.

The Outcome

HappyPaws Haven launched with:

- A finished, fully functional Shopify store
- Drop shipping automation in place
- Clear navigation and product discovery
- A platform that’s easy to manage and scale

Most importantly, the business launched without delays, rework, or technical debt.

Final Word

HappyPaws Haven didn’t need over-engineering. They needed a clean, scalable Shopify launch.

That’s what this project delivered. View the HappyPaws Haven shopify store