- WooCommerce
- Figma
How Silmachy Strengthened Its Store While Scaling Revenue by 400–600%
Silmachy was operating an older WordPress eCommerce website that had become outdated and needed renewal. The project objective was to modernize the eCommerce platform; support continued B2C growth across the Baltics; improve conversion-focused parts of the customer journey; simplify checkout; increase the commercial value of the cart through upsells; build lifecycle email automations; and maintain a technically reliable eCommerce environment as the company scaled.
- Company revenue +400% to +600% during the 2022–2026 collaboration period
- WooCommerce redesign and CRO improvements delivered
- Klaviyo lifecycle email automations implemented
Silmachy
Silmachy was operating an older WordPress eCommerce website that had become outdated and needed renewal. Customer acquisition at the time was driven heavily by organic content and TikTok. As the company grew, it began investing more seriously in paid advertising and professional eCommerce marketing.
- Baltics (B2C) & Europe (B2B)
- silmachy.lv
- WooCommerce / WordPress
Services Provided:
- WooCommerce development
- eCommerce redesign
- ongoing maintenance
- CRO
- checkout optimization
- side-cart optimization
- upsells
- Klaviyo email automations and continuous eCommerce improvements
The Challenge
The Starting Point
Silmachy was operating an older WordPress eCommerce website that had become outdated and needed renewal. Customer acquisition at the time was driven heavily by organic content and TikTok. As the company grew, it began investing more seriously in paid advertising and professional eCommerce marketing.
What the Client Believed Was Wrong
The immediate problem was an outdated eCommerce platform that no longer matched the needs of a growing brand. The business needed a more modern online store and an eCommerce experience capable of evolving as traffic, marketing activity and sales increased.
What Had Already Been Tried
The company already had an existing WordPress eCommerce presence and was successfully generating awareness through organic content and TikTok. The opportunity was therefore not simply to generate traffic, but to improve the eCommerce infrastructure supporting that traffic.
Why It Needed Attention
Silmachy was developing from an organic/TikTok-driven brand into a more mature eCommerce business. With increasing marketing activity and paid acquisition, the website needed to become a stronger commercial platform rather than remain an outdated storefront.
Risk of Doing Nothing
The outdated eCommerce experience would increasingly become a constraint as Silmachy’s marketing and customer acquisition matured. More traffic would continue being sent into an eCommerce experience that was not being continuously optimized for conversion, checkout completion, upselling and retention.
Constraints That Shaped the Solution
Silmachy is a growing business where speed, proactivity, communication and price/value are important. The client wants eCommerce infrastructure that does not require excessive ongoing technical involvement. This ultimately became one of the reasons behind the planned B2C move to Shopify.
What Success Needed to Mean
A modern and reliable eCommerce experience that could support business growth while continuously reducing friction in the purchasing journey. Longer term, success also meant having an eCommerce setup that was easier and less expensive to operate technically.
Our Approach
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What the Evidence Showed
As Silmachy grew, optimization opportunities existed throughout the customer journey rather than in one isolated feature. Important areas included the homepage, product pages, cart, side cart, checkout and upsell journey. Checkout contained unnecessary friction, while the side cart had an opportunity to become a commercial upselling touchpoint rather than simply a transactional step.
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What We Prioritized First
First, WD Market replaced the outdated eCommerce experience with a new WooCommerce store. After launch, priorities shifted toward the highest-impact customer journey areas: homepage → product pages → cart/side cart → checkout → upsells → retention automations. The goal was to make the purchasing journey progressively easier and more conversion-focused as traffic and revenue grew.
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How We Delivered It
WD Market developed Silmachy’s new WooCommerce store in 2023 and then continuously improved it as the business evolved. Work included homepage and product-page improvements, cart and side-cart optimization, checkout CRO, upsells and general conversion improvements. WD Market also implemented Silmachy’s Klaviyo automation infrastructure.
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How the Engagement Evolved
The relationship evolved from a website development project into a long-term optimization programme. As the business matured, WD Market expanded from platform development into CRO, checkout optimization, side-cart improvements, upsells, Klaviyo automations and ongoing maintenance. The current strategy is changing again as Silmachy prepares to move B2C to Shopify while retaining WooCommerce for B2B.
The People Behind The Work
WooCommerce development, UX/CRO, technical support and eCommerce/account-management resources from WD Market.
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Jānis Strautiņš
Support Team Lead
Focus: Support · Troubleshooting · Coordination
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Tomass Bērziņš
Head of E-Commerce & Co-Owner
Focus: Growth strategy · CRO · Customer Journey
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Lauris Priede
Chief Technology Officer
Focus: Architecture · Integrations · Performance
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Deins Grets
Head of UI/UX & CRO
Focus: UI/UX · Usability · Customer Journeys · CRO
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Anush Avetisyan
QA Team Lead
Focus: QA · Payments · Integrations · Release Quality
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Mārcis Motcats
E-commerce System Engineer
Focus: Full-scale enterprise systems · Automation Workflows · Technology
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Rainers Leitarts
Full-stack Developer
Focus: Development · Integrations · Checkout
25+ Developers, Designers, CRO Specialists & others Strategic Decisions
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Recommendation
As new opportunities were identified, we recommended extending the engagement beyond website development to include ongoing eCommerce optimisation.
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What We Deliberately Did Not Recommend
We did not treat the website as a one-time build that should remain unchanged after launch. As Silmachy’s traffic, marketing and business matured, the eCommerce experience was continuously improved instead of assuming the original implementation would remain optimal indefinitely.
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Rebuild / Redesign / Spend Decision
The emphasis was on improving commercially important customer-journey elements rather than adding technology without a clear business purpose.
Results We Delivered
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Measured Results
Approximately +400% to +600% company revenue growth during the wider 2022–2026 collaboration period. This should be presented as growth achieved while WD Market supported Silmachy’s eCommerce infrastructure and optimization—not as revenue growth generated solely by WD Market.
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Evidence and Metrics
During approximately 2022–2026, Silmachy’s company revenue increased by approximately 400%–600%. This growth resulted from the broader development of the business—including stronger marketing execution, paid advertising, organic content and continuous eCommerce improvements—and should not be attributed exclusively to WD Market.
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What the Client Gained Beyond the Metric
Silmachy gained a substantially more mature eCommerce infrastructure: a renewed WooCommerce store, continuously optimized customer journey, simplified checkout, conversion-focused side cart and upsells, Klaviyo lifecycle automation infrastructure, and ongoing technical support capable of supporting the business during a major growth period.
- +400–600% Company revenue 2022–2026, not attributed solely to WD Market.
- New WooCommerce store Replacing an outdated WordPress website.
- +211% Email revenue
