The Challenge — Outgrowing Shopify Basic
Fire-Boltt had outgrown Shopify Basic. The catalog was 800+ SKUs across smartwatches and audio. Google Ads ROAS was stuck at 2.3× despite a substantial monthly spend, and checkout abandonment was sitting at 78% on mobile. Every fraud transaction took a human to cancel. The growth team needed a platform built for scale.
Plus Migration (Weeks 1–2)
Upgraded to Shopify Plus. Set up Shopify Flow automations for fraud-prevention auto-cancel, VIP customer tagging, and warehouse routing. Migrated 800+ SKUs into a clean variant structure with proper metafields for spec sheets and tech specs.
The platform we shipped on
Plus + Flow + Performance Max — a stack that scales with paid spend instead of bottlenecking it.
- Shopify Plus
- Shopify Flow
- Checkout Extensions
- Google Ads
- Performance Max
- Merchant Center
- GTM (server-side)
- GA4
- Looker Studio
- Cloudflare
- Razorpay
Google Ads rebuild (Weeks 3–6)
Rebuilt Performance Max with proper asset groups by category (smartwatches, audio, accessories), each with bespoke creative and audience signals. Optimised the Merchant Center feed (titles, descriptions, GTINs, custom labels). Implemented server-side conversion tracking via GTM so iOS purchases stopped disappearing.
Migration of 800+ SKUs was handled cleanly. Google ROAS climbed from 2.3× to 3.9× within the first quarter — same spend, materially more revenue. The Shopify Flow automations alone save us 20 hours of manual work a week.
— Aayushi Kishore, Marketing Lead, Fire-Boltt
Results
Google ROAS: 2.3× → 3.9× (+70%).
Cart abandonment: down 18% via Shopify Plus checkout customisation.
Annual revenue: +142% YoY.
Manual fraud cancellations: down to zero.