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A Shopify rebuild helped R&W Co. turn TikTok traffic into revenue, driving 42% sales growth in 36 days, a new Digital Silk case study shows.
Published: July 28, 2026
Key Highlights
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R&W Co., a home fragrance brand with a 120,000-creator TikTok affiliate program, saw total sales grow over 42% within 36 days of a Digital Silk Shopify rebuild.
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Conversion rate climbed from near-zero to consistently above 5%, while returning customer rate improved 81%.
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The brand had strong social traffic but a WooCommerce site with no mobile optimization and no clear path to checkout.
New York, NY – May 26, 2026 – R&W Co., a Texas-based maker of handcrafted home fragrance and cleaning products, had one of the most active communities in the home goods space. Its TikTok affiliate program had grown past 120,000 creators.
But that traffic hit a wall. Visitors landed on a WooCommerce storefront with no mobile optimization, no product storytelling and no clear checkout path. Nearly all revenue was happening off-platform.
R&W Co. partnered with Digital Silk to rebuild its online presence from the ground up on Shopify.
Table of Contents
A Growing Community With Nowhere to Go
R&W Co. makes mop soaps, candles, fabric softeners, wax melts, fragrance oils and multi-purpose cleaners for both D2C and wholesale buyers.
The old site had a cluttered layout with no scent context, no trust signals and no product discovery tools. With minimal SEO authority, the brand had no safety net beyond the algorithm.
Building a Shopify Storefront Around a Mobile-First Audience
Digital Silk migrated R&W Co. to a fully optimized Shopify storefront, built for its core audience: women aged 22–44 who prioritize scent and home aesthetics, arriving mostly through mobile social channels.
With over 95% of sessions on mobile, the cart and checkout were rebuilt to remove friction at every step. Streamlined navigation, scent variant selectors and enriched product pages replaced the old generic layout.
Key Deliverables
- Cross-sell opportunities between product categories to boost average order value
- A bundle offering that became the top-selling product within 36 days of launch
- Mobile-first checkout built for TikTok-sourced traffic
- Email capture and post-purchase flows to convert first-time buyers into repeat customers
A Conversion Rate That Climbed From Near-Zero to 5%+ in Under Six Weeks
| Metric | Change (First 36 Days) |
| Total sales | +42% |
| Orders fulfilled | +60% |
| Site sessions | 18% |
| Mobile sessions | 95%+ of total |
| Returning customer rate | +81% |
| Conversion rate Near-zero | 5%+ |
- Table 1. R&W Co. Website Performance, March 30–May 5, 2026
Total sales crossed six figures in the first 36 days, up over 42% versus the prior period. Orders fulfilled rose 60%, and conversion rate climbed from near-zero to consistently above 5% by late April.
“R&W Co. had already done the hardest part, building a product people genuinely loved and a community to match. Our role was to give them a digital foundation that could finally convert that energy into revenue,” said Stephanie Sharlow, VP, Client Partner at Digital Silk.
A Scalable Foundation for What Comes Next
With a high-performing storefront in place, R&W Co. is positioned to build organic search authority, activate email retention flows, and grow its social following into a multi-channel eCommerce business.
The jump in returning customer rate suggests the new experience isn’t just attracting buyers — it’s starting to build the loyal base that will define the brand’s long-term growth.
About Digital Silk
Digital Silk is an award-winning Miami web development agency focused on growing brands online. With a team of seasoned experts, Digital Silk creates digital experiences through strategic branding, custom web design and digital marketing services to help improve visibility and support engagement.
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