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Is Your Site BFCM-Ready?

Barrel's Director of Strategy and Design Director hosted a live optimization session deep diving a brand who submitted their site for review, including a roadmap of fixes to implement before BFCM.

Watch on Demand

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

Our omnichannel relaunch for Waterloo Sparkling Water is live here.

Your CPG Brand's Digital Ecosystem, Unified

We partner with DTC-led and retail-first CPG brands on strategy, design, Shopify builds and migrations, lifecycle marketing, and more, connecting your site, marketplaces, and retail channels to drive growth, retention, and brand love.
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PAST & Current CLIENTS

Your Website is Your Online Flagship

It's where your brand’s story comes to life: a hub for customers to learn, discover, and experience. We help you launch it, from new builds and redesigns to Shopify migrations; engage customers through email, SMS, SEO, and marketplace storefronts; and grow with CRO, testing, and analytics, driving engagement and boosting sales across all channels.

Our Services

Client Stories

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

Research — Customer Journey Insights

DTC Patterns is our proprietary research project that surfaces UX & marketing insights from real e-commerce purchases. We’ve helped clients enhance their website experiences through our knowledge base which has over 300 published articles and growing.

Visit DTC Patterns ↗
DTC Patterns Collage

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Industries We Serve

Food & Beverage
Beauty & Skincare
Health & Wellness
Home, Family, & Pet

Our Partners

Our partners work as an extension of our team. We recommend each one based on technical stability, data practices, and vendor responsiveness, and on what fits a CPG brand's size and channel mix. These are some select partners.

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From Clients & Partners

"Rebuy loves partnering with Barrel to help Shopify merchants increase AOV and revenue. They are efficient and committed to exceeding expectations to help clients stand out and compete with the biggest, fastest-growing brands. We're excited to continue succeeding together in all of our shared initiatives."

Valeria Granda

Manager, Partnerships
,
Rebuy

"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

CPG Commerce Insights

Shopify Canvas is a new AI-first workspace in the Shopify admin where merchants design or redesign their online store by chatting with Sidekick, Shopify's AI assistant, or by editing elements directly. Shopify announced Canvas on October 1st, 2026, and it's rolling out gradually in early access.

What Is Shopify Canvas & What Does It Mean for CPG Brands?

If you're running ecommerce for a food, beverage, beauty, wellness, or home brand on a platform that made sense five years ago, you already know the feeling. Are you considering a migration to Shopify? We've turned two decades of that experience, plus over 100 Shopify migrations, into a new playbook built specifically for CPG brands considering the move.

Why CPG Brands are Moving to Shopify (and What to Know Before You Do)

To support the launch on the ecommerce site, we created distinct landing pages showcasing Butterbeer, the Magical Flavors, and the overall 25 Years of Magic campaign. We launched these pages through a phased approach, to prolong the storytelling of the collaboration. We started with a pre-launch page designed to build excitement and ended with the post-launch page with the full campaign that evolves over time, including the recent back-to-Hogwarts™ season.

Translating McCormick's Harry Potter™ Collection Into an Immersive Shop Experience

Email and SMS are the foundation for the modern retention playbook. But for a lot of CPG brands, the returns on those channels have started to flatten. Inboxes are crowded, deliverability is inconsistent, and customers have trained themselves to scroll past anything that looks like marketing.That is why more CPG brands, especially in supplements, food and beverage, and beauty, are adding a channel that predates all of them: direct mail.

A Powerful (and Often Overlooked) Channel for CPG Retention: Direct Mail

Waterloo doesn't primarily sell direct to consumers (DTC) online today. The brand's sparkling waters reach customers through retailers nationwide, both online and in stores. For them, the site is the brand's digital flagship. It's where Waterloo tells its full, bold flavor story, increases product discovery, then points people to exactly where they can buy, even when the transaction happens somewhere else

How We Made Waterloo’s Non-DTC Site Feel Shoppable

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. We received 82 brand submissions and narrowed them to five finalists. Val and Christine then walked through Momofuku's mobile experience from homepage to post-purchase.

Barrel’s Live Site Audit Ahead of BFCM

SMS is one of the most direct and highest-converting channels available to CPG brands during Black Friday/Cyber Monday BFCM. Many brands make the mistake of copying their email campaigns for SMS, treating it as a smaller version of email. But it’s actually a different channel that should be treated with different approaches.

Tips for Successful SMS Campaigns for BFCM

Here is what Barrel took away from K:BOS 2026, and what it means for CPG brands building their digital ecosystem on Shopify.

Insights from K:BOS 2026 for CPG Brands: AI, Agents, and the End of the Siloed Customer Journey

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