Rebuilding Flewd natively and migrating to Checkout 2.0
Flewd's homepage was built on a page-builder app that made it heavy, hard to maintain, and slow to edit. We rebuilt it natively, developed a new PDP, and migrated to a modern checkout that carries upsells and trust signals.
Flewd — DTC brand outgrowing its architecture
Flewd is a DTC brand whose storefront had been assembled with a page-builder app. As their product line and traffic grew, the weight and rigidity of that architecture became a liability.
The homepage was slow, hard to edit, and locked into a third-party dependency. The brand also needed a stronger product page and a checkout that could carry upsells, a progress bar, and custom trust badges — none of which were possible on the legacy setup.
A storefront built for day one, not for growth
Flewd's page-builder homepage looked fine at launch, but it was creating compounding problems as the brand scaled.
Page-builder bloat slowing the site
The page-builder injected extra scripts and markup that weighed down the theme, hurt page-speed scores, and made editing unpredictable.
Content locked into a third-party app
Every layout and section was tied to the page-builder app — meaning a subscription dependency, potential lock-in risk, and edits that required app access.
PDP wasn't driving bigger orders
The product detail page lacked the merchandising tools to guide buyers toward higher-value decisions at the moment of intent.
Checkout missing modern conversion tools
The legacy checkout couldn't support native upsells, a free-shipping progress bar, or custom trust badges — all now table stakes.
Why the page-builder had to go
Page-builder apps inject extra scripts and markup that weigh down the theme and lock content into the app. The legacy checkout couldn't support native upsells, a progress bar, or custom trust badges.
- Page-builder markup is hard to override cleanly without breaking the app's own logic.
- App-generated HTML can't be optimised like native Liquid sections.
- The old checkout blocked all extensibility — no custom blocks, no progress bar, no trust components.
The approach: rebuild the homepage from scratch in native Shopify sections, removing the dependency entirely, then migrate to Checkout 2.0 to unlock modern conversion tooling.
Native sections, stronger PDP, modern checkout
UpSolite rebuilt the homepage with native Shopify sections, removing the page-builder dependency entirely. We then developed the navigation, footer, additional pages, and a new PDP optimised for conversion.
- Full homepage rebuilt as native Shopify sections — editable in the theme editor, no third-party app required.
- Navigation and footer rebuilt natively alongside additional content pages.
- New PDP designed to drive clearer product understanding and bigger orders.
- Checkout migrated to Checkout 2.0 with an upsell block, free-shipping progress bar, and trust badges.
Three phases, one cleaner stack
Rebuilt the homepage in native Shopify sections, then developed navigation, footer, and additional content pages — removing the page-builder dependency completely.
New PDP designed for clearer information hierarchy and higher-value purchase decisions, with media, variants, and key messaging structured to guide buyers.
Migrated to Checkout Extensibility with a custom upsell block, a free-shipping progress bar, and trust badges — unlocking modern conversion tooling at the final step.
Native, fast, fully owned
Screenshots from the rebuilt store
Shopify-native, no external dependencies
Every part of the Flewd rebuild uses Shopify's native tooling — sections, Liquid, and Checkout Extensibility — so the team edits content directly without touching code or managing third-party apps.
Phased — homepage first, then PDP, then checkout
Phased delivery: homepage and core pages rebuilt first to remove the page-builder dependency, then the new PDP, then checkout migration to Checkout 2.0 — each phase deployable and testable independently.
What a migration like this actually involves
Questions we often hear before a page-builder migration or checkout upgrade.
Ready to own your stack?
Whether you're stuck on a page-builder, need a stronger PDP, or want to unlock Checkout 2.0 — let's talk about what your Shopify store should be doing.
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