Decor Steals is a US-based online home decor shop. The woman- and minority-owned business stands out for their unique approach to offering on-trend farmhouse home decor.
Every day at 10 am ET, Decor Steals unveils three new carefully curated products. These items, known for their affordability and original style, are available for 24 hours or until stock runs out.
This exciting daily reveal keeps the inventory fresh and creates an engaging shopping experience for customers looking for accessible decor deals.
Decor Steals moved from Salesforce Commerce Cloud to Shopify in 2023 so they could innovate faster and reduce development costs. With Shopify, Decor Steals:
- Replatformed in <6 months, 3x faster and for about $300,000 less than they were able to launch on Salesforce
- Experienced a 10% increase in conversion rate
- Saw a 7% reduction in abandoned carts
- And is seeing 8%+ of their revenue coming from new sales channels they’ve been able to easily test and launch since moving to Shopify
The challenge: Innovation was slow and costly
The Decor Steals team wanted the freedom to quickly experiment with new functionality and sales channels, but their commerce platform, Salesforce Commerce Cloud, wasn’t allowing them to do this at the rate they needed.
Pre-Shopify, we were on Salesforce Commerce Cloud. We just felt limited. We needed the ability to do things on the fly and test new channels quickly without having to go through all these hoops and manual processes that are also costly—it’s hard to swallow that bill when you’re just trying to test something. Next to agility, reducing development costs is one of the main reasons we switched to Shopify.
Michael Romano, CRO, Decor Steals
Simple tasks like activating Facebook and Instagram checkout were challenging because Salesforce didn’t offer a native solution. Launching on these social platforms with Salesforce would mean relying on a costly third-party integrator. Understandably, Decor Steals was reluctant to use resources on pricey integrations without any guarantee of success on channels they were simply testing.
Recognizing the need to innovate quickly without sinking too much of their budget into testing something out, Decor Steals knew they needed a new ecommerce partner.
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The solution: An extensible, easy-to-use commerce platform
The Decor Steals team considered multiple platforms, including BigCommerce, Adobe Commerce (formerly Magento), and Connected Business. They ultimately chose Shopify for its infinite flexibility, customization, and extensive catalog of integrations.
“That’s what led us to Shopify, being attracted to the app store and all the native integrations that you have with the major sales channels. We don’t know if we want to be in these channels, but at a minimum, we can test them out and turn them off if we don’t like them and not really incur any costs. We’re seeing greater than 8% of overall sales come through these channels since launching and it’s growing month to month.”
— Michael Romano, CRO, Decor Steals
Partnering with Shopify also significantly reduced development times and costs. Decor Steals launched their new site in less than six months from signing with Shopify. The brand only relied on a lean team of one in-house manager and a few external contractors, which meant that the cost of implementation was about $300,000 less than they spent on their Salesforce site.
Previously, it took the brand over a year to launch the Salesforce site. The team then needed an agency to help them iron out some technicalities, so it was another six months before they had the site running how they wanted it.
The development costs in Salesforce were very high. I couldn’t go in there and do anything, I needed to rely on the development team. With Shopify, my team can handle routine tasks like changing the homepage every week and trying out new features and sections. It’s been great having the flexibility to do that throughout the site.
Michael Romano, CRO, Decor Steals
Shopify lets Decor Steals focus energy on innovative new strategies rather than getting bogged down in tedious site maintenance and integrations.
The outcome: increased sales and enhanced customer experience
By turning to Shopify and its vast ecosystem of apps and integrations, Decor Steals boosted sales and enhanced customer experience.
Given the ease of use and flexibility of Shopify, Decor Steals can showcase more of their product collections and regularly test new site features. The brand quickly launched Facebook and Instagram checkouts like they had always wanted to.
“Customizing the pages without the developer’s help was huge for us. Before, we always wanted to do things, but we didn’t or gave up because it took too long. Now, non-technical team members can make updates. So that has opened doors to many other opportunities, especially in marketing, like campaigns and promoting products outside our daily deals.”
— Michael Romano, CRO, Decor Steals
Plus, the team responded to customer requests for more powerful search bars and a simpler interface. Launching with Shopify empowered them to have all their product collections visible so visitors can navigate more easily.
“When we first launched, we heard a lot of customer feedback that they love the new site, the look of it, and the ease of navigation.”
— Michael Romano, CRO, Decor Steals
Ultimately, this intuitive site design, combined with the convenience of Shop Pay, has resulted in a 10% increase in conversion rate since launching, as well as a reduction in abandoned carts by about 7%.
The brand’s recent store launch on the Shop app also resulted in a quick tripling in sales after previously just having the channel installed, highlighting the potential of that new sales channel. Previously, Decor Steals had no real insight into whether customers were new or repeat shoppers. Now, relying on data from their Shop app ads, it’s much easier for the brand to evaluate the results of new customer acquisition campaigns.
“What I love about the Shop app campaigns is they present the customer purchasing data as a direct causation of the ads. I can see whether a customer has never purchased from us before or if they purchase again from us. In Facebook ads, I can’t see that; I have no idea who purchased from an ad. Facebook tells me new customers are buying, but I can’t validate that in any way.”
— Michael Romano, CRO, Decor Steals
Looking to the future, the team is exploring live selling and experimenting with more video sales channels, relying on Shopify apps. They’re also planning to expand their business to Canada.