Our multi-brand launch for McCormick & Company is live here.

Our omnichannel relaunch for Waterloo Sparkling Water is live here.

We help CPG brands get found, chosen, & bought again.

Shoppers find your products in Google, AI answers, Amazon, Walmart.com, and retailer sites before they reach yours. We make your brand easy to find and choose in all of them, then build the content and programs that bring shoppers back.

Brands We Work With

We built Barrel around how CPG brands grow today.

We start with your shoppers, find where your next growth comes from, and do the work ourselves: brand and content production, Shopify sites, search, retention, and the content your brand sells with on Amazon and other marketplaces.

Know Who Buys, Where & Why

Research, journey mapping, and channel planning, turned into one roadmap for your site, retail partners, and marketplaces.

Design & Build Where You Sell

Brand systems, photo and video production, Shopify sites and migrations, and wholesale ordering, with content made for every channel your brand appears in.

Get Found in Search & AI

AI search and SEO, product data AI assistants can read, and content for Amazon, Walmart.com, and other marketplaces, so your products are the answer.

Bring Shoppers Back

Email, SMS, subscriptions, and loyalty, plus ongoing site testing, so more first orders turn into repeat ones.

Many of our longest partnerships started with one project.

Explore services

Built Around Your Shopper’s Whole Journey

Shoppers move between search, your site, Amazon, retailers, and their inbox before and after they buy, and NielsenIQ finds 86% of CPG dollar sales come from shoppers who buy across channels. We plan for that whole path, so what we learn about them shapes what we design and build, and what we learn after launch feeds the next round of work.

Your shopper 01 Shopper Insight Research · Journey mapping · Channel planning 02 Brand & Commerce Brand design · Content production Shopify builds · Wholesale ordering 03 AI Visibility AI search · SEO · Product data · Marketplace content 04 Retention Email & SMS · Subscriptions Loyalty · Site testing
01Shopper InsightResearch, journey mapping, and channel planning, so you know who buys, where, and why.
02Brand & CommerceBrand design, content production, Shopify builds, and wholesale ordering, designed for every place you sell.
03AI VisibilityAI search, SEO, product data, and marketplace content, so your products are the answer.
04RetentionEmail and SMS, subscriptions, loyalty, and site testing, so first orders turn into repeat ones.

AI-Native Delivery

AI runs through every step, from research to reporting.

Working Prototypes, Early

See a working site before design is locked.

Imagery for Every Product

AI studio shots cover your catalog without a new shoot.

Content for Every Channel

Listing copy and creative for Amazon, retailers, and email.

Who We Work With

You’re on more shelves than ever & each one tells your story a little differently.

As you add retailers and marketplaces, more shoppers look you up before they buy. We make your site, your Amazon and Walmart.com pages, and your retailer listings tell one story, and we make sure that story shows up in search and AI answers.

✓ One brand system across your site, Amazon, Walmart.com, and email

✓ Where-to-buy pages and retail launch support

✓ Search and AI visibility

A consistent brand on every shelf and screen
Clicks from your site to retailers
Visibility in search and AI answers

Waterloo’s new site sends shoppers to their preferred retailer. We’re now building its email program and redesigning its Amazon and Walmart storefronts.

See the Waterloo story →
Brands like Waterloo, Once Upon a Farm, Cabot Creamery, goodwipes, Bobo’s, Sweet Loren’s, Kite Hill, and ParmCrisps

Shoppers trust the brand, but the platform behind it is holding your team back.

Updates take weeks, launches wait on developers, and the platform costs more every year. We move you to Shopify without losing the traffic, sales, or brand equity you’ve built, so your team can launch and update on its own schedule.

✓ Replatforming from Sitecore, Salesforce, or Magento to Shopify

✓ Multi-brand and multi-site builds

✓ DTC and B2B ordering on one platform

Protecting sales and search traffic through the move
Speed to launch products and campaigns
Lower cost to run the platform

We moved McCormick’s brands off Sitecore and onto one Shopify store, with each brand keeping its own look and voice. Gross sales are up 36%.

See the McCormick story →
Brands like McCormick, Frank’s RedHot, Cholula, Zatarain’s, Dr.Jart+, and Patagonia Provisions

Paid media built the business & every new customer now costs more.

The fastest way to grow is to get more from the shoppers you already pay for. We raise conversion and order value on your site, then build the subscriptions, memberships, and email and SMS programs that bring customers back.

✓ Conversion testing and landing pages

✓ Subscriptions and membership

✓ Email and SMS lifecycle

Conversion rate and AOV
Repeat purchase and retention
Revenue from email and SMS

BHU Foods relaunched across site, email, and Amazon. Conversion is up 41.7%.

See the BHU Foods story →
Brands like BHU Foods, Sakara, Pavise, Khloud, and Revision Skincare

Featured Work

McCormick & Company

McCormick & Company

Creating a Unified Shopify Ecosystem for McCormick’s Family of Brands
Waterloo

Waterloo

Bringing Waterloo's Full-Flavor Identity to Its Online Experience
Revision Skincare

Revision Skincare

Elevating Revision Skincare’s Digital Experience for the Science-First Consumer
Sweet Loren's

Sweet Loren's

Shopify 2.0 Migration and a Framework Built for Scale

The Numbers Behind the Work

For brands where online performance is key, we agree on the numbers up front and report against them. These are median results from our CPG case studies, each measured against the brand’s own baseline.

+51%

conversion rate after a site relaunch

+15%

average order value

+54%

revenue after launch

+26%

returning customer rate

2x

ranking keywords from search and AI visibility work

+62%

SMS click rate from lifecycle programs

From Clients

"Thank you for the partnership, the hours, the more hours, the revisiting, the realignment, the conversations, the never say "we can't do that", and the ongoing commitment to all the reasons we partnered together from the start! Congratulations and thank you for bringing our brand to life, in a way that only we can own!"

Kathy Maurella

Chief Marketing Officer
,
Waterloo

"We were thrilled with the results of our site overhaul. The Barrel team truly listened to what mattered most for our brand and brought that vision to life through thoughtful design and functionality. They were highly collaborative and great partners throughout the process!"

Lucy King

VP of Marketing
,
MUSH

"The Barrel team met Kite Hill where we needed to be, transforming our old WordPress site into a beautifully designed, highly functional Shopify site in just eight weeks—prioritizing design decisions that mattered most to our customers. The launch handoff was seamless. I’d recommend them to any CPG brand in a heartbeat!"

Connie Sintuvat

VP of Marketing
,
Kite Hill

Get Your Free AI Visibility Audit

More shoppers are asking ChatGPT, Gemini, and Google’s AI answers what to buy, and Adobe finds those visits convert better than other traffic. Our free audit shows how your products, reviews, and content look to those tools, and what to fix first.

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CPG Commerce Insights

On August 25th, Schwartz UK, the UK herbs and spices brand from McCormick & Company, launched on Shopify. It's the latest international site we've built on the same foundation as our US redesign for McCormick, reimagined with Schwartz branding for UK shoppers.

How McCormick's US Shopify Build Became the Blueprint for Schwartz UK

On September 23rd, Barrel's Director of Strategy Val Geisler and Design Director Christine Carforo hosted a live user experience (UX) and conversion rate optimization (CRO) audit of Momofuku's mobile site, selected from 82 brand submissions. Momofuku's cart already does several things well. Val and Christine found ways to push it further, and those recommendations apply to almost any consumer packaged goods (CPG) brand heading into the holidays.

Cart & Checkout Changes That Raise Average Order Value This BFCM

Waterloo's new packaging puts its flavors front and center, bold, saturated, and unmistakably its own. Bringing that same energy to the website meant every product image had to carry the same weight, across an entire flavor lineup.Waterloo’s new photoshoot captured the people and lifestyle moments. To complement those assets, we built an AI content workflow to generate the product and ingredient imagery, bringing every flavor in the lineup to life on the site efficiently and at scale.

Using AI-Rendered Content to Scale Ingredient Storytelling for Waterloo

For SACHEU, the long-wear beauty brand behind the viral Lip Liner STAY-N, we built an eight-email campaign that sent subscribers to the brand's Amazon deals during Prime Big Deal Days. Our team handled strategy, design, copy, and build in Klaviyo.

Why Sacheu’s Prime Day Emails Don’t Look Like Amazon

"What happens to all of our data?" is one of the first questions technical stakeholders ask when considering an ecommerce platform migration. Typically, customers, subscriptions, saved payment methods, order history, and reviews all have to be migrated to the new platform. In our experience migration over 150 brands to Shopify, the honest answer is that data migration is frequently presented as straightforward, and it rarely is, though the degree of difficulty varies a great deal by source platform of the migration.

What Typically Happens to Your Data During a Shopify Migration

As part of our ongoing partnership, the Barrel team rebuilt Cabot's lifecycle marketing strategy, moving away from frequent full-list sends toward a tiered approach based on how engaged each subscriber is.

How Engagement-Based Segmentation Raised Cabot Creamery's Email Deliverability

On September 1st, we launched McCormick for Chefs on Shopify as the newest brand in the multi-brand ecosystem we built for McCormick. The site serves a different buyer than McCormick's consumer brands, so alongside the migration, we built custom purchase logic that gives professional buyers a clear path to order and helps everyone else find the right place to buy.

Launching McCormick for Chefs on Shopify

Most legacy commerce platforms treat wholesale and direct-to-consumer (DTC) as two different businesses. Two systems, two inventories, two customer databases, and often a multi-month, high-budget project just to stand up a business-to-business (B2B) channel at all. For CPG brands running both, that split creates operational drag: manual reconciliation, inconsistent stock counts, and a wholesale buyer experience that feels bolted on rather than built in.

DTC & B2B on One Platform: What Native Shopify B2B Covers