From Brick-and-Mortar to 13% Higher Online Conversions: Natura's Shopify Story

Bridging Offline and Online Experiences

Consumers expect online shopping to feel as engaging as visiting a physical boutique. Natura’s original e-commerce platform was custom-built, slow to update, and required a full team of developers for even minor tweaks. That gap between the warm sensory vibe of their 234 stores and a clunky website was hurting brand loyalty and sales.

Challenge: Complexity and Inflexibility

Marketing launches were delayed because every template change, feature add, or payment integration had to go through a lengthy dev queue. Updating product pages meant juggling proprietary code. Tests that might take hours on a modern platform dragged out over weeks.

Solution: A Leaner Ecosystem

In February 2024, Natura flipped the switch toShopify. The team replaced their monolithic site with a commerce-first platform that connects seamlessly to fulfillment, inventory, marketing, and analytics tools. By adopting Shopify’s APIs, they regained agility, rolling out improvements in hours instead of days.

Tailored Templates for Rich Storytelling

Natura split its product templates into categories—fashion items, gadgets, home decor—each with custom layouts. This modular approach lets merchandisers embed editorial content, photoshoots, influencer reels, and technical specs in the same page without a developer handoff.

Streamlining Catalog and Fulfillment

Next they integratedMatrixify, a bulk data-import tool. Thousands of SKUs moved in minutes, not days. Matrixify also syncs with logistics partners to automate returns, regional shipping rules, and customer preferences. That cleared hours a week for the operations team.

Results: Fast Impact and Growth

Within months of launch, Natura saw a13% increase in conversion rateand a3% lift in add-to-cart actions. Maintenance costs dropped, freeing budget for paid ads and new marketing initiatives. Perhaps most important, the online store now mirrors the emotional charge of Natura’s storefronts, creating a coherent brand journey.

Today, Natura’s digital team spends less time debugging code and more time crafting campaigns. They can test new features, expand into markets, and tweak product positioning without calling in outside developers. That speed has become a competitive edge in a fast-moving fashion landscape.