A storefront rebuild. Then a custom PC builder.

A structured product catalogue.

CACTi sells custom and ready-to-ship gaming PCs in the UK. Around 80% of its traffic is mobile, so product specifications, upgrades and finance information need to work on a small screen.

On 21 November 2025, we moved the store to a new Online Store 2.0 theme. The work included 60+ metafields for specifications, dimensions, performance and theme content, a component library using metaobjects, and Shopify Flow rules to maintain filter data.

We set up GA4 through Shopify Customer Events, alongside Shopify Analytics and Microsoft Clarity. After reviewing a February 2026 conversion dip and the buying experience, we prioritised the product page.

A clearer product page.

The product-page rebuild shipped on 29 April 2026. It added section navigation, clearer pricing and specifications, variant swatches, a sticky add-to-cart bar and a configured-options cart drawer. The finance estimate used a Shopify metaobject to display a monthly-payment illustration.

The spec chips read from the product data established during migration. Custom theme JavaScript handled the navigation, sticky controls and cart behaviour.

Order-level analysis compared 29 April–10 June with 1 January–28 April 2026. Paid-upgrade attachment rose from approximately 23% to 47% of orders, and upsell revenue per order rose approximately 75%. Other changes in the same period also played a part.

Options and accessories, easier to browse.

On 17 June 2026, the next release added an image-led product-options widget, peripheral recommendations based on the selected GPU, a monitor picker, option search and filtering, and per-game performance charts. This was an extension to the product page; the separate custom configurator came later.

Over the first year, conversion rose about 21% while traffic more than doubled. The rise came mostly in the first half of 2026; from August, traffic roughly doubled again and conversion fell back, so recent growth has come mainly from traffic.

A separate app for custom PC builds.

The custom PC configurator launched on 17 August 2026. It is a separate application for selecting components and building a PC, with live compatibility checks and pricing, distinct from the earlier product-options widget.

It sold almost nothing at first. A like-for-like build cost more than the same PC on CACTi's own shelf, mostly because of a build fee shoppers couldn't see. We removed the fee and re-anchored the base prices on 6 September.

In the month that followed (7 September–7 October), custom builds were 14% of the store's net sales from 7% of its orders, and the average build was 2.0× the store's average order. Other changes shipped in the same weeks, and we haven't measured how many custom buyers would otherwise have bought a prebuilt PC.