How E. Marinella Used Shopify To Boost Online Sales By 42%

Background

E. Marinella began as a 20-square-meter boutique in Naples in 1914, crafting one-of-a-kind silk ties by hand. Over four generations, the family has maintained its focus on precision stitching, premium Italian silk and personal service. Boutiques now span Naples, Rome, Milan, Turin, London and Tokyo. Yet revenue spikes during Black Friday and Christmas brought site crashes on the brand’s WordPress store, turning eager buyers away at the checkout.

The Challenge

With half its annual income generated in the holiday season, E. Marinella needed a rock-solid platform. Their custom WordPress-based solution buckled under traffic surges and offered limited tools for marketing to younger shoppers. API calls for hundreds of SKUs would time out, and failed orders piled up as cart abandonments rose.

The Solution

After a six-month migration, the team switched to Shopify Plus. They tapped Shopify Markets to localize storefronts in key regions and Shopify Payments to slash transaction failures. An API system now pushes unlimited SKUs without limits. In-house IT requests dropped sharply, freeing the team to focus on growth rather than firefighting.

Results

• 30% online sales growth in just two months after enabling Shopify Markets.
• 42% uplift in conversion rates over the first year on Shopify Plus.
• 17% increase in average order value following the migration.

E. Marinella also recorded longer session durations and positive feedback on site speed and checkout ease. The digital makeover attracted a younger, global audience, proving that a century-old tie maker can thrive online without losing its heritage touch.