McCormick / Barrel — CPG Commerce Agency

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

Since 1898, McCormick has stood as a trusted staple in kitchens worldwide, renowned for its quality spices and culinary essentials. We partnered with McCormick to create a scalable Shopify ecosystem that unifies over 10 distinct brand identities under one seamless digital experience to support both DTC and B2B growth.

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Our Partners

Apps & integrations on this project.

The Challenge

As McCormick’s portfolio and digital initiatives expanded, the brand needed a more unified and scalable ecommerce ecosystem. With multiple brands, seasonal moments, and initiatives in motion, the opportunity was to better align experiences across the Shop and create a flexible foundation that could support growth and evolving customer needs.

As part of McCormick’s website consolidation, we migrated and centralized all content and commerce on Shopify—using recipes to drive repeat visits, connect content to product discovery, and give users a reason to shop online.

All content types—recipes, product education, lifestyle tips—were migrated into Shopify to streamline management and create a consistent UX across brands.

We conducted extensive user testing to validate brand relationships, navigation, and recipe page formats, ensuring the site was intuitive and engaging across user types.

A unified cart and checkout enabled seamless cross-brand shopping across McCormick’s distinct storefronts, allowing customers to discover unique brand experiences and check out in one place.

We drove online purchases and increased Average Order Value by offering variety packs and online exclusives, supported by educational product pages that visually connected products to recipes.

A reimagined recipe hub encourages exploration across the McCormick ecosystem, linking ingredients to McCormick products and third-party grocers through Whisk

The new website system is built for speed, accessibility, and SEO performance, ensuring it meets enterprise-level needs across retail, DTC, and wholesale.

As part of our ongoing partnership, Barrel developed a unified, omnichannel holiday campaign that aligned ecommerce, gifting, packaging, and media to drive brand cohesion and maximize seasonal performance.

Why It Matters

The new Shopify ecosystem gives McCormick a flexible digital foundation that supports cross-brand alignment, seasonal storytelling, and omnichannel growth. With a scalable system in place, the Shop now serves as a true digital flagship that can grow alongside the McCormick family of brands.

Impact

Following the June 2025 launch of WebSwitch US, McCormick saw strong performance gains compared to the previous four-month period. Sales and orders increased, returning customers grew meaningfully, and key products continued to outperform across the site.