Make buying simple from start to finish
- Make the cart and checkout work reliably
- Keep checkout easy to find and access
- Explain shipping costs and thresholds clearly
- Test the full buying journey after every update
- Fix issues before they cost sales
Ecommerce transformation proposal · August 2026
Turn Maska's online store into a real growth channel.
Maska already has the product, the retail footprint and the customer demand. The opportunity now is to turn those assets into an online experience that the brand deserves.
90-day traffic
119K
+14.8% vs prior period
Completed orders
269
Down approximately 38%
Conversion rate
0.23%
Down from 0.42%
Collection LCP
22.1s
Tested mobile result
01 · The commercial problem
Traffic grew. Orders collapsed. Maska is losing earned intent.
The online channel is attracting attention but failing to convert enough of it into completed purchases.
Material revenue risk
The storefront is not merely under-optimized. Parts of the buying path are unreliable.
Traffic increased approximately 15% while completed orders fell approximately 38%. Reported conversion declined from 0.42% to 0.23%. Add-to-cart volume stayed comparatively stable, then substantially fewer shoppers reached and completed checkout. That pattern aligns with the purchase-path defects, frontend delay and product-confidence gaps observed in the audit.
02 · Where the opportunity is
Four priorities will make Maska easier to shop—and easier to grow.
The audit points to four clear opportunities: make buying more reliable, improve site speed, give shoppers better product information and connect the online experience to Maska's 22 stores.
Make the site faster and easier to use
- Speed up pages, especially on mobile
- Remove apps and tools that slow the site down
- Clean up outdated or duplicated functionality
- Make browsing products feel smoother
- Monitor performance as the site evolves
Give customers the confidence to buy
- Introduce clear sizing and fit guidance
- Make prices, sales and savings easy to understand
- Add care details and helpful purchase information
- Recommend complementary products
- Make products easier to browse and discover
Turn online interest into sales and store visits
- Make every location easy to find
- Explain pickup options clearly
- Help shoppers find what is available nearby
- Use online discovery to encourage store visits
- Keep online and in-store promotions aligned
03 · Conversion economics
Maska does not need extraordinary conversion to create meaningful upside.
Small rate changes.Large commercial effect.
At approximately 119,037 sessions over 90 days, Maska already has the attention. The work is to stop losing so much of it between discovery and purchase.
0.34%
+ Approximately 405 ordersCA$101.5K modeled total revenue
+$32.9Kvs current / 90 days
0.46%
+ Approximately 548 ordersCA$137.4K modeled total revenue
+$68.7Kvs current / 90 days
0.60%
+ Approximately 714 ordersCA$179.2K modeled total revenue
+$110.5Kvs current / 90 days
1.00%
+ Approximately 1,190 ordersCA$298.7K modeled total revenue
+$230.0Kvs current / 90 days
Directional scenarios, not forecasts or guarantees. The Shopify baseline will be reconciled at kickoff. Figures hold sessions and reported AOV constant and do not account for returns, discounts, fulfillment, payment fees, inventory constraints or channel-mix changes.
04 · What the engagement includes
Fix what is costing sales. Rebuild the store. Then keep it moving.
The work happens in three connected parts: immediate improvements, a premium storefront rebuild and ongoing ecommerce management.
Phase 01 · Start now
Get the current store ready for fall
Address the most urgent issues first so customers have a smoother experience while the new store is being built.
- Repair cart and checkout issues that can cost sales
- Triage conversion issues throughout the website
- Make navigation, shipping and product details clearer
- Improve speed and usability, especially on mobile
- Prepare fall collections, promotions and product launches
- Test every update before it goes live
Phase 02 · Rebuild
Build the online store the brand deserves
Create a premium storefront that is easier to shop, better represents Maska and is built to convert.
- Beautiful, high-converting custom editorial theme design
- Redesign the homepage, collections, product pages, landing pages and cart drawer
- Improve search, navigation and connections to Maska's stores
- Improve merchandising with dynamic promotional cards
- Add a custom size chart and trust badges and icons
- Use design to highlight the Maska brand story
- Design bundle, upsell and cross-sell experiences to increase average order value
- Remove or replace tools that add cost without enough value
- Strengthen speed, accessibility, SEO and measurement
- Build and test privately before a smooth launch
Phase 03 · Every month
Manage and continually improve the online store
Use store data and hands-on execution to improve online sales while keeping the website, products and creative current, accurate and reliable.
- Review store data and prioritize improvements aimed at increasing conversion rate and average order value
- Improve product pages, navigation, merchandising and the customer journey
- Create and refine AI product imagery, video and promotional banners
- Prepare products for launch with complete content, imagery, SEO and QA
- Maintain the theme and apps, fix bugs and test every update
- Provide ongoing ecommerce consulting and strategy for launches, sales and seasonal events such as Black Friday, coordinating website needs with Maska’s advertising team
The final Statement of Work will define the complete deliverables, priorities and service boundaries.
05 · Product + image system
High-quality product content, ready before inventory arrives.
Advance product imagery allows launches to be prepared in larger batches, reviewed ahead of time and ready to publish when inventory arrives—reducing production costs, delays and last-minute work.
01 / Intake
Source assets
Styles, variants, copy inputs, dates and advance imagery arrive in planned batches.
02 / Generate
Calibrated system
Locked prompts, image standards and automation produce consistent first passes.
03 / Review
Human judgment
Brand quality, fit, exceptions and rerolls are reviewed before anything moves forward.
04 / Prepare
Shopify drafts
Products and collections are completed, merchandised and held publish-ready.
05 / Release
Publish + QA
Inventory, dates, devices, tracking and promotional context are validated at launch.
06 · Why RevShift
Senior experience, hands-on execution and no agency handoff.
18Years
Built for connected problems
Ecommerce experience.Work directly with me.
I have spent 18 years building, fixing, growing and scaling ecommerce brands across Shopify, merchandising, creative, lifecycle marketing, paid acquisition, conversion and operations. Maska's opportunity is not isolated to one page or one channel. The value is knowing what to fix first, what not to break and how to turn the work into a system the business can actually run.
01 / InvolvementFounder-level attention
The senior operator in the room is the person doing the work.
02 / JudgmentCommercial + technical
Decisions are weighed against customer impact and business reality.
03 / SystemsAutomation with standards
Scale the repeatable work without sacrificing brand quality.
04 / OwnershipDirect accountability
One person responsible for priorities, execution and delivery.
07 · Investment
One engagement. One clear fee. No maze of packages.
The recurring fee covers the ongoing ownership and management of Maska's ecommerce channel and theme rebuild. The one-time implementation fee covers the concentrated stabilization, systems development and fall-readiness work at the front.
Recommended engagement
Ecommerce transformation + management
Premium theme rebuild
A brand-led Shopify rebuild designed to improve product discovery, customer confidence and conversion.
Creative system
AI image and video production, brand elevation and digital guidelines.
Merchandising
Product launches, collection strategy and promotional site changes.
Conversion + AOV growth
Ongoing CRO plus strategic cross-sells, bundles and complete-the-look merchandising to increase basket value.
Visibility + data
Technical SEO, accessibility, analytics and tracking integrity.
Operations
App strategy, theme maintenance, cross-device QA, release governance and day-to-day website management.
The growth channels
- Email and SMS strategy
- Lifecycle flows and campaigns
- Meta paid-media management
- Google paid-media management
- Additional bespoke campaign production
These are deliberately excluded from the opening engagement and can be added later by mutual agreement.
Major POS migration, custom application development, unplanned third-party integrations, incomplete product inputs, exceptional variant complexity and rush launches may require reprioritization or separate written scope. No revenue or conversion outcome is guaranteed.
The decision
Make ecommerce work.Like part of the business.
Maska has the brand. This engagement is intended to streamline e-commerce operations and to build the foundation for the growth it deserves.
Reply “go” and we will send the agreement, first invoice and kickoff schedule the same day.