Shopify store build case study · Consumer products
Preorder Shopify Store Build for a Consumer Products Launch
Pizza Party Co had a family card game, an engaged food audience, and a product still in manufacturing, but no store and no proof of demand. We designed and built the Shopify store from scratch, then ran a preorder launch that funded production before a single unit shipped.
Start with the $2,000 CRO Audit
What the build delivered
An unmanufactured idea turned into funded, validated demand
Week 1
Production funded
3.5%
Preorder conversion (target >3%)
2.05%
Store conversion rate
0
Refunds or cancellations
The client
Meet Pizza Party Co
Pizza Party Card Deck is the idea of founder Jennifer (@foodbyjenn): revive the fun of gathering around the table by turning pizza night into an interactive game for families and friends. Shuffle, pick, bake.
Industry
Consumer Products
Platform
Shopify
Location
United States
Focus
Preorder store build
The challenge
A great idea with no store and no proof
The founder's situation summed up the challenge: a great product idea and a real, engaged audience, but no store and no proof anyone would buy. The launch put her in front of every first-product risk at once, from funding production without shipping first to keeping preorder buyers from cancelling while they wait.
Launch snapshot
What made it hard
- No storefront to optimize
- A novel concept to teach and sell
- Product not yet manufactured
- Unproven demand, no list
- Preorder cancellation risk
CRO hypotheses
Five bets we built the store on
With no site to audit, the work was deciding how to launch. Five bets shaped the store and the funnel around it.
Preorder over inventory: sell first, manufacture second, and let real demand fund production.
Story over specs: open with the founder's pizza-night why, not a feature list.
One clear offer: a single preorder SKU plus a waitlist, so there is no choice paralysis.
Engagement over silence: a Klaviyo email and SMS series keeps buyers warm through the wait.
Proof from day one: founder credibility, social proof, and a transparent timeline.
The build
Designed and built from scratch to sell from day one
We built the store as a guided preorder experience, not a generic product page. A novel item has to be understood and felt before it can be bought, so the page runs concept, story, what's inside, how it works, trust, then preorder. The funnel below it made the wait build anticipation instead of regret.
The build, in the brand's own imagery
Founder-led story: we opened with Jennifer's pizza-night why, not a feature list.
What's inside: recipe cards that turn pizza night into a shuffle, pick, bake game.
A custom Shopify theme and packaging that felt like the brand from day one.
The payoff we sold: a family-night experience, not just a card deck.
What we built
Client Feedback
“ObjectSingle designed and built our entire Shopify store from scratch: the Figma design, custom Horizon theme, and the Klaviyo pre-launch email series. Within the first week we had 1,100 preorders and a 3.5% conversion rate. The store felt like us from day one.”
Jennifer
Founder, Pizza Party Co
FAQ
What this project shows
Yes, and it is often the smarter move. Pizza Party Card Deck was still in production at launch. We designed and built the store, then ran a preorder campaign that funded manufacturing, forecast order volume, and captured a customer list, all before a single unit shipped. The build did three jobs at once instead of waiting on inventory.
Your store could be next
Planning a Shopify build?
We design and build Shopify stores from scratch that are made to sell: a custom theme, conversion-first design and copy, and a lifecycle funnel that keeps customers coming back.
Book a build consultExplore Shopify Store Build