Natural Baby Shower’s Leap to Shopify Plus Drives 6% AOV Growth

Background

Natural Baby Shower began in 2012 when co-founders Victoria Hampson and Clifton Vaughan struggled to find sustainable nursery goods in the UK. Committed to cutting disposable waste and educating parents, they launched a brand offering eco-friendly baby essentials. By 2023 the business had grown from just the two founders to over 70 team members, plus a new retail location, but its technology was buckling under pressure.

Challenges on Legacy Platforms

Running on Adobe Commerce, every inventory change and price update had to be entered by hand across multiple channels. Tracking stock levels was manual and time-consuming, and the team risked overselling. Meanwhile, payments were processed through WorldPay, which lacked built-in fraud checks and didn’t support fast wallets like Apple Pay or Google Pay. A separate fraud-gateway added complexity, and the checkout was sluggish, turning customers away.

Migration to Shopify Plus

The Natural Baby Shower team chose Shopify Plus for its built-in scaling tools and seamless channel management. The migration took just weeks, with inventory rules and product data moving smoothly onto the new platform. Orders, online and in-store, consolidated into one dashboard. Switching to Shopify Payments removed the need for third-party fraud services and unlocked accelerated methods out of the box.

Enabling Shop Pay and Accelerated Methods

Shopify Payments activated Shop Pay, Apple Pay, Google Pay, and payment via digital wallets. Customers now breeze through checkout with saved details and one-tap payment, reducing friction and cart abandonment. The brand also rolled out instant local pickup and flexible pay-later options, keeping customers on site from discovery through payment.

Integrating Fraud Protection with Signifyd

With Shopify Payments in place, Natural Baby Shower adopted the Signifyd app to block fraudulent orders and handle chargebacks automatically. Every order is vetted in real time, and disputed transactions are fought on their behalf. The result: more than £10,000 reclaimed monthly and a dramatic drop in manual fraud checks.

Results

• Average order value rose by 6% as quick checkout encouraged larger baskets.
• One in four shoppers now selects Shop Pay as their preferred method.
• Fraud-related losses fell sharply; £10,000+ recovered each month.
• Inventory sync across channels cut stock-management time by over 80%.