Real case study: from a slow WordPress site doing 12 orders/week to a Shopify store doing 60+ per week, with the exact stack, copy and ad strategy we deployed.
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When Panadería Sol Madrileña (name changed) walked into our office in January, they were a 23-year-old neighbourhood bakery in Chamberí that had never sold online. COVID forced them to launch a quick WordPress + WooCommerce site in 2021. Four years later it was still there, still slow, still doing roughly 12 orders a week — most of them from people who already knew the bakery in person.
Their problem wasn't the bread. The bread was excellent. Their problem was that anyone googling "panadería artesana Madrid envío" never saw them, and the few visitors who did land on the site bounced in under 8 seconds.
Here is exactly what we did over the next 90 days, and the numbers we ended with.
Before touching a single line of code, we ran a 7-point audit:
The audit alone surfaced €600+ of monthly waste.
We had a long debate with the owners about staying on WooCommerce. We rebuilt on Shopify. Why?
We migrated their 38 SKUs cleanly, set up automatic shipping rules for Madrid (same-day if ordered before 11:00, next-day for the rest), and rewrote every single product description with one rule: would a tourist staying in Malasaña want to read this?
Example, before:
Hogaza Rústica 1kg — 4,80€
After:
Hogaza Rústica de Masa Madre · 1 kg 36 hours of slow fermentation. Sourdough we feed every morning at 6:00. Crust that crackles, crumb that holds the steam in. Baked today. Eaten tonight. €4.80 · ready in 25 minutes.
Same product. Different revenue.
We replaced the 9-step checkout with a 2-step Shopify Express flow: address + payment. We added Bizum (because in Madrid, Bizum is the payment method for under €30) and a guest checkout. Cart abandonment dropped from 74% to 41% in the first 2 weeks.
We also added 4 conversion accelerators that cost €0:
That last one alone lifted average order value by 17%.
We attacked SEO from two angles:
On-site:
/pan-artesano-madrid, /croissants-mantequilla-isigny-madridProduct, Bakery, LocalBusiness, FAQPageOff-site:
By week 8, "panadería artesana Madrid" went from page 4 to position 6, and "pan masa madre Chamberí" hit position 1 with the new neighborhood page.
We restructured Meta Ads completely:
ROAS went from 0.6x to 4.1x in 5 weeks. €240 in, €984 out, before the SEO compounding.
| Before | After (day 90) | |
|---|---|---|
| Online orders / week | 12 | 63 |
| Average order value | €18.40 | €27.10 |
| Conversion rate | 0.7% | 3.9% |
| Lighthouse mobile | 31 | 96 |
| Organic traffic / month | 380 | 4,210 |
| ROAS Meta Ads | 0.6x | 4.1x |
| Customer reviews | 47 | 138 |
| Monthly online revenue | ~€880 | ~€6,900 |
The bakery now has 1.8 FTEs dedicated to online orders, has launched a recurring "weekly bread box" subscription, and is testing same-day delivery to the wider M-30 ring.
If you're a Spanish SMB stuck on a slow site with low conversion and bleeding ad budget — that's the exact problem we solve every week. We'll run the same 7-point audit on your business for free and tell you straight: where the money is leaking, what we'd fix in the first 30 days, and what your honest ROI ceiling looks like.
Book a 30-min audit call or explore our web & e-commerce services.
The bread, you'll have to bake yourself.