Barrel is a digital agency for CPG brands and a Shopify Platinum Partner, founded in 2006. We design, build, and grow brands’ websites on Shopify, produce the photography, video, and copy they run on, run search, AI search, email, SMS, and subscription programs, and create storefront and listing content for Amazon, Walmart.com, and other marketplaces.

Do you only work with DTC brands?

No. Many of our clients sell mostly through grocery and national retail, and their sites send shoppers to retailers as much as to checkout. We work with food and beverage, beauty, wellness, and home brands, including McCormick, Cabot Creamery, Waterloo, Kite Hill, and Once Upon A Farm.

How do you help brands show up in AI search?

We improve product pages, structured data, and content so ChatGPT, Gemini, Perplexity, and Google’s AI Overviews can find, understand, and recommend your products. For Cabot Creamery, organic traffic rose 15%, ranking keywords doubled, and 87% of AI answers about the brand were positive.

Do you manage our Amazon or Walmart.com accounts?

We design storefronts and create A+ and listing content for Amazon, Walmart.com, and other marketplaces, so your brand looks and reads the same everywhere it sells. Your team or your marketplace partner runs the accounts day to day.

Can you set up B2B and wholesale ordering on Shopify?

Yes. We build B2B and wholesale ordering on Shopify, often alongside a brand’s consumer site, so retail and foodservice buyers can order online. Recent work includes the B2B experience for McCormick Flavor Solutions.

What does AI-native mean at Barrel?

AI runs through our research, design, development, QA, and reporting. Production moves faster and costs less, so more of your budget goes to shopper insight, strategy, and design.

Can you work alongside our in-house team or another agency?

Yes. In a strategy and advisory engagement, we lead the planning and your team or another partner builds it. Many brands also bring us in for one channel, such as search or email, while others handle the rest.

Services

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Shoppers now ask Google, AI assistants, and Amazon what to buy. We make sure your products are the answer, then build what turns that into sales.

01 · Shopper Insight

Know Who Buys, Where & Why

Every engagement starts here. We learn who your shoppers are, where they buy, and what would bring them back, then turn it into one roadmap for your site, retail partners, and marketplaces.

In Practice

For Revision Skincare, we turned the brand’s scientific credibility into a site that converts. Revenue rose 19.1% in the first six months.

What We Do

Shopper Research

Interviews, surveys, and user testing with the people who buy your products.

Journey Mapping

How shoppers move between the shelf, Amazon, Walmart.com, and other marketplaces, social, search, and your site.

Loyalty, Membership & Subscription Strategy

Programs that give shoppers a reason to buy from you again.

Channel Planning

Where your shoppers look and what each place needs: your site, Amazon, Walmart.com and other marketplaces, retailer sites, and Shopify B2B.

02 · Brand & Commerce

Design & Build Where You Sell

Design has been at the center of Barrel since the beginning. We shape how your brand looks, reads, and works on your site, your Amazon, Walmart.com, and other marketplace storefronts, and your wholesale ordering, produce the photography, video, and copy that fill them, and build it all on Shopify. Because we’re AI-native, builds move faster and cost less than they used to.

In Practice

We’re moving McCormick’s 13-brand portfolio from Sitecore onto one Shopify store, each brand keeping its own identity, and gross sales are up 36%. For Waterloo, we brought the brand’s full-flavor identity online, with AI studio product shots.

What We Do

Brand Systems & Design

Visual identity, design systems, and site and storefront design that hold together across every channel.

Shopify Builds & Migrations

Redesigns, multi-brand and B2B builds, and moves off Salesforce, Magento, WordPress, or headless.

Content Creation & Production

Photo and video shoots, AI studio product shots, copywriting, and creative for your site, Amazon, email, and social.

Tech Stack & Integrations

Choosing and connecting the apps and systems your store runs on.

Every build includes core accessibility features, GA4, Klaviyo, and Meta tracking, and structured data for search and AI.

03 · AI Visibility

Get Found in Search & AI

Shoppers now ask Google, AI assistants, and Amazon what to buy. We make sure your products show up in those answers, described the way you want, with product data and content those tools can read and trust.

In Practice

Cabot Creamery saw 15% more organic traffic, twice as many ranking keywords, and 87% positive brand sentiment in AI answers.

What We Do

AI Search & SEO

Visibility in ChatGPT, Google AI Mode, Perplexity, and Copilot, built on the SEO underneath, with ongoing tracking of how AI answers describe your brand.

Product Data & Agentic Commerce

Clean catalog data, product feeds, and checkout setup so AI assistants can recommend your products and sell them.

Marketplace & Retail Content

Storefront design for Amazon, Walmart.com, and other marketplaces, A+ and listing content, and where-to-buy pages.

04 · Retention

Bring Shoppers Back

The cheapest sale is the next one from someone who already bought. We run the email, SMS, subscription, and loyalty programs that bring shoppers back, and keep testing your site so more of them convert.

In Practice

BHU Foods relaunched across site, email, and Amazon, and conversion is up 41.7%. Over nearly six years with Once Upon A Farm, DTC sales grew 80% and conversion doubled.

What We Do

Email, SMS & Subscriptions

Lifecycle programs, loyalty, and bundles on Klaviyo and Recharge.

Conversion & Campaign Pages

Testing, plus landing pages we can launch in days inside Shopify.

Loyalty & Memberships

Programs that reward repeat buyers, from points to member pricing, built into your Shopify store.

Ongoing Partnership

After launch, we stay on & keep improving

After launch, the work keeps running. Every month we track how your products show up in search and AI answers, test and update your site and listings, and run the programs that bring shoppers back.

Each quarter, we review what moved and set the next roadmap with you.

Launch

Site and storefronts liveTracking and structured data in place

↻ Every month, on repeat

Get found

AI search trackingSEOProduct data & listing updates

Learn from shoppers

Analytics & reportingShopper insightUX review

Convert & bring them back

TestingContent updatesEmail & SMSSubscriptions & loyalty

Quarterly review

What movedWhat we shippedNext quarter’s roadmap

Results we report on

DTC salesRetailer click-throughsSearch and AI visibilityRepeat purchase

Ways to Work Together

Choose how involved you want us to be. Many of our longest partnerships started with a single project.

Strategy & Advisory

We lead the strategy and your team or another partner builds it: shopper research, roadmaps, platform and B2B guidance, and reviews as the work ships.

Talk to a strategist

A Project

A defined scope with a clear start and end, such as a shopper insight engagement, a new site or migration, a new brand launch, or an audit.

Start a project

An Ongoing Partnership

One team across the channels you need, with platform care included. Each quarter we review what moved and set the next roadmap against your goals.

Talk about a partnership

Not sure where to start? Our free AI visibility audit shows how your products show up in ChatGPT, Google AI Mode, and Amazon today, and what to fix first.

Get your free audit