Folkways: moving a wine store with 2,000+ products to Shopify 2.0.

I designed and coded the new Folkways store on Shopify 2.0. I moved the full catalog, built the cart, upsell and pop-ups as native Liquid sections instead of apps, and rebuilt the Klaviyo email flows. I wrote the code with AI-assisted development.

Role

Designer and developer (AI-assisted)

Tech Stack

ShopifyShopify LiquidHTML / CSSKlaviyoEmail Automations

Focus

Shopify 2.0 MigrationEmail MarketingStore UX

The problem

Folkways had more than 2,000 products on an older Shopify setup. The store used separate apps for the cart, upsells and pop-ups, and the Klaviyo emails were scattered and out of date.

Every app was one more thing for the team to set up and maintain. On the email side, the cashback and wine club flows needed a rebuild.

What I did

I rebuilt the storefront in Shopify Liquid and redid the email flows in Klaviyo. The goal was one store that looks consistent and is easy for the team to run.

Cart

Native cart and upsells

I replaced the app-based cart blocks with sections I coded in Liquid. The cart suggests related wines (“You may also like”) and shows messages for volume discounts and shipping tiers.

Ops

Fewer apps

I went through the installed apps and removed the ones that only did one small job. The cart, upsell and pop-ups now live in the theme, so the team has fewer tools to set up and maintain.

Klaviyo flows

I rebuilt the email flows in Klaviyo, including cashback recovery and the wine club campaigns. I designed and coded the templates myself.

PDP

Product page details

Product pages show live stock (“Only 9 left”) pulled from inventory. The image column is sticky, so the “Add to cart” button stays on screen while you scroll.

Storefront in motion

Hover a preview to scroll the page. Click to see it full size.

01Home

Browsing + Wine club

Homepage

The homepage works like a shop window: staff picks, category rows, curated cases and the wine club offer. All of it is built with native sections, no third-party apps.

02PDP

Product info

Product page

Coded in Liquid. It has the live stock count, a sticky add to cart button, a row of related wines and the maker's notes for each bottle.

Emails built in Klaviyo.

I redid the Klaviyo setup: cashback recovery flows and wine club campaigns. The goal was to bring one-time buyers back for a second order.

01Club

Subscriptions

Wine club campaign

A campaign for the monthly wine club, built around curated cases. It shows the 10% discount and the two plans side by side: Essential 4-Pack and Voyager 6-Pack.

02Retention