How ShopMulmul Scaled Its Shopify Store — and What It Can Teach Every D2C Brand
ShopMulmul — one of India’s most beloved premium cotton and handloom fashion destinations — had a great product and a loyal customer base. What it needed was a Shopify store that could keep up.
When the brand first approached Dorec, it was sitting on a leaky funnel. Traffic was healthy, the brand was visible, and customers loved what they were buying — yet the store’s conversion numbers told a different story. Pages were slow. The mobile experience felt like an afterthought. And the checkout process had more drop-off points than a bad road trip.
Over several months of focused Shopify development, CRO auditing, and ongoing maintenance, Dorec helped ShopMulmul rebuild the store experience from the ground up — without losing what made the brand feel so distinctly them.
Here’s what we did, what worked, and what every D2C fashion brand can take away from it.
A Brand Too Good for the Store It Had
ShopMulmul sells breathable, handcrafted cotton clothing — the kind of product that practically sells itself in person. Online, however, the brand was struggling to communicate that softness, that quality, that sense of care. The store looked fine. It just didn’t feel right.
When Dorec ran its initial audit, four core problems surfaced:
“The product photos were stunning. But the store was making customers work too hard to fall in love with what they were looking at.”
— Dorec CRO TeamWhat Dorec Built — and Why
Rather than a full redesign that risked disrupting what was already working, Dorec took a surgical approach: fix the highest-impact problems first, then layer in growth optimisations.
We stripped unused app scripts, implemented lazy loading on collection images, and compressed assets without touching visual quality. Mobile load time dropped from 6.2s to under 2.4s — a change that alone moved the needle on bounce rate.
We restructured every product page with a fabric detail section, a model + flat lay image pairing, a sticky add-to-cart bar, and an inline size guide. Review widgets were integrated and positioned directly below the product title — not hidden in a tab.
We reduced checkout to a single-page flow, added a cart upsell (complementary dupatta and accessories), and streamlined the COD + prepaid toggle for the Indian buyer. Abandoned cart recovery was set up with a 3-part email sequence.
A branded order confirmation flow, a 7-day post-purchase email with styling tips, and a “Shop the Look” upsell email were implemented — turning one-time buyers into repeat customers.
Dorec now runs monthly audits — catching app conflicts, monitoring Core Web Vitals, and running A/B tests on collection page layouts — so the store never stagnates.
Numbers That Speak for Themselves
Within 90 days of going live with the updated store, ShopMulmul’s key metrics shifted significantly:
| Metric | Before | After 90 Days |
|---|---|---|
| Mobile page load | 6.2 seconds | 2.4 seconds |
| Bounce rate | 68% | 27% (↓41%) |
| Add-to-cart rate | 3.1% | 7.8% |
| Conversion rate | 0.9% | 2.9% (3.2× increase) |
| Average order value | ₹1,820 | ₹3,060 (+68%) |
| Repeat purchase rate | 11% | 29% |
The uplift in average order value was driven almost entirely by the cart upsell module and the post-purchase email sequence — both low-effort, high-return changes that required no additional ad spend.
What Every D2C Fashion Brand Can Learn From This
ShopMulmul’s story isn’t unique — it’s the story of dozens of well-loved Indian brands that are leaving revenue on the table because of an underperforming store. Here’s what this case study tells us:
Lessons from the ShopMulmul Build
- Speed is not optional — every extra second of load time costs you customers
- Your product page is your sales rep; build it like one
- COD optimisation is India-specific and often overlooked
- Upsells at checkout beat discounts for increasing AOV
- Post-purchase email is the most underused growth lever in D2C
- Maintenance is not a cost — it’s a growth investment
- You don’t need a redesign; you need the right fixes in the right order
- Mobile-first isn’t a trend — it’s the whole game in India
The brands that win in Indian D2C fashion right now are not necessarily the ones with the biggest budgets or the most followers. They’re the ones with stores that are fast, clear, and trustworthy — stores that get out of the way and let the product do the talking.
ShopMulmul did the hard work of building a beautiful brand. Dorec’s job was to build a store worthy of it.
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