Elvie is a leading women’s health brand known for its award-winning, wearable breast pumps and innovative technology for mothers. After being acquired by Willow in early 2025, Elvie needed to migrate from BigCommerce to Willow’s centralized Shopify Plus account without losing content, traffic, or brand equity. 

Barrel led the end-to-end migration, streamlining site structure and positioning Elvie for long-term growth within a unified Shopify ecosystem.

Barrel collaborated with Elvie to streamline site content, preserving high-performing pages while enhancing overall user experience and site performance. We reviewed the existing architecture and identified opportunities to simplify navigation, reduce friction, and maintain continuity across key product and support pages.

After analyzing the customer journey, we optimized the product selection process to make it easier for shoppers to find the right pump and accessories. Elvie’s product lineup includes multiple options for sizes and add-ons. By clarifying options and simplifying the path to purchase, we helped create a more intuitive shopping experience.

To further support conversion and increase average order value, we implemented Rebuy’s dynamic cross-sell widgets on product pages and in the cart. These personalized recommendations make it easier for customers to add items like extra nipple cushions to their order without disrupting the buying process.

Check out the new Elvie site here.

This work builds on our ongoing partnership with Willow. In addition to Elvie’s migration, we previously helped Willow transition to Shopify and relaunch their e-commerce experience. We also partnered on a new blog and About page designed to deepen brand storytelling and drive engagement.