Apiary

Shopify E-Commerce & Digital Growth, Singapore

Web Development (Shopify)

Creative Content

Operations & Growth

Apiary — E-Commerce Web Development, Operations & Growth, and Creative Content

> A complete digital overhaul for Singapore's craft ice cream brand — tripling online revenue in the first month through a Shopify migration, operational automation, and multi-channel expansion.

Live at: https://apiary.sg/

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The Client

At Apiary, great ice cream starts naturally. Using fresh, quality ingredients with no shortcuts, they pasteurise their dairy in-house and craft every scoop without artificial flavours or colourings. What started as a single ice cream store in Singapore has grown into a brand with a loyal following, a distinctive identity, and a product that speaks for itself — it just needed a digital presence to match.

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The Problem

When Kickstack came in, Apiary's online presence was holding the brand back. The existing Weebly site was plagued with broken links, misplaced CTAs, and one-line product descriptions that failed to communicate the quality of what was being sold. Creative copy was outdated, there was no store pickup option, contact information wasn't even hyperlinked, and the overall experience felt neglected. Despite a high monthly subscription cost, Weebly's limitations made meaningful improvements nearly impossible.

The result was predictable — average monthly online revenue over the three months prior to the engagement sat pretty low. The product deserved better, and the numbers reflected a missed opportunity rather than a ceiling.

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Scope of Work

A full Shopify build covering storefront migration from Weebly, mobile-first UX design and conversion optimisation, product catalogue setup with detailed descriptions and allergen information, bundle and upsell mechanics, Shopify POS setup and staff training, TrackPOD logistics integration with fully customised transactional email flows, fast-commerce channel refinement across GrabMart, Deliveroo, and NTUC Online, GA4 and Google Search Console setup, Google Ads campaign management, social media content production including photography and videography, and ongoing CRO through Hotjar heatmaps and A/B testing.

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The Approach

The migration from Weebly to Shopify was the foundation — but the real work was in the details that compound into a meaningfully better experience. Every product page was rewritten with proper descriptions, flavour profiles, and allergen information. The collection architecture was structured for intuitive browsing. A bundle page was built to drive upsells with a "buy any 3 pints, get 10% off" mechanic that gave customers a reason to add more to cart.

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The checkout and post-purchase flow received equal attention. TrackPOD was integrated for logistics automation, with fully customised email notifications at every stage — a branded order confirmation with a downloadable receipt, an out-for-delivery notification, and a post-delivery email prompting customers to leave a Google review. Store pickup orders received their own tailored notification with pickup location and timing. Cart abandonment emails were set up to recover lost revenue passively. The owner's response to these was immediate — the personalisation and added detail elevated the brand experience well beyond what a standard Shopify notification could deliver.

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Shopify POS was built simultaneously with the online store, creating a unified inventory ecosystem across in-store and online channels. After thorough testing with the owner and full-time staff, it was ultimately decided to retain the existing Qashier POS for in-store transactions due to combined discount limitations and transaction fee structures — a practical decision that preserved margins. The online store ran on Shopify, in-store on Qashier, with inventory alignment maintained across both.

On the fast-commerce side, GrabMart and Deliveroo were already live but needed refinement — updated imagery, improved descriptions, and tighter operational alignment. NTUC Online was a more complex undertaking, requiring specific packaging compliance covering allergens, nutrition facts, and ingredient labelling, alongside coordination with NTUC's category manager to navigate their platform requirements.

Google Ads were set up with location-based targeting, driving local discovery. Staff reported customers mentioning they found Apiary through Google — a signal that the campaigns were reaching new audiences even without precise attribution tracking. GA4 and Google Search Console provided the data foundation for ongoing optimisation, with all key metrics showing significant improvement post-launch.

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Content production ran in parallel — behind-the-scenes videos, food preparation reels, store walkthroughs, and social media assets were produced to build brand recognition and drive engagement across channels.

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The Outcome

The results were immediate and measurable. In the first month post-launch — with zero ad spend — monthly online revenue has 3x increase driven purely by a better platform and a better experience.

Across Google Ads and Search Console metrics, clicks, calls, and impressions all recorded increases of at least 50%, with several metrics reaching multiples of their baseline. Local discovery improved meaningfully, with in-store staff receiving direct feedback from customers who found Apiary through Google.

Operationally, the team gained a clear, structured workflow for online order processing — from cut-off times and order note review to packing schedules and logistics handoff. What was previously ad-hoc became systematic, reducing errors and freeing up the team to focus on what they do best.

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