How Thrive Causemetics Scaled Mobile Orders 13× with Shopify’s Shop App

Growing Mobile Orders with the Shop App

Thrive Causemetics had built a strong direct-to-consumer presence online but lacked a native mobile app. They saw an opportunity in Shopify’s Shop app to bring mobile-first convenience to their beauty fans without developing a separate product. The team focused on three core areas to make it work:

Optimizing the Shop Storefront

First, they customized their Shop presence by uploading rich imagery and branding assets, curating collections, and integrating shoppable videos via the Tolstoy Shop Mini. By repurposing existing social clips into interactive video slides, they showcased best-sellers in a format designed for thumb scrolling. Viewers who clicked video products spent 23% more than those who skipped them.

Launching Shop Campaigns

Next, the team tested Shop Campaigns for acquisition. With minimal setup—just selecting product sets, geo-targets, and budget—they tapped into a fresh audience already browsing in-app. Within weeks they saw a steady stream of new buyers at a CPA and minimum order value they controlled. By mid-year they had driven over 15,000 first-time customers through the channel.

Tagging and Tracking Customer Quality

To understand long-term value, Thrive Causemetics tagged orders from the Shop app. This let them compare repeat purchase rates, average order value, and lifetime revenue to other channels. They found Shop-sourced customers performing on par with Instagram-acquired buyers but at a lower cost per acquisition.

Results at a Glance

After turning on the Shop app channel in Q1 2023, Thrive Causemetics saw:

• 13× increase in Shop app orders since launch.
• 15,000+ new customers acquired through Shop Campaigns.
• 40% of all buyers now use the Shop app; 64% checkout with Shop Pay.
• 23% higher spend from shoppers who viewed shoppable videos.
• Less than 2 hours per month to manage and optimize the channel.

This mobile-optimized push not only drove growth but also diversified Thrive’s marketing mix, reducing dependency on social ad platforms and giving the team full control over spend and creative iterations in a single dashboard.