Aje: what an Australian fashion house reported after rebuilding its online store for mobile and payments

By Martin Soliman, 1 November 2026

Aje is an Australian fashion house. According to Power Retail, it has 16 physical stores in Australia and two in New Zealand, and Shopify says its global site ships to 75 countries. This article looks at what the business has said publicly about rebuilding its online store, and what other owners can reasonably take from it. Every figure below is reported by the business or by the publications named, and none has been independently checked.

The problem

Shopify's customer story says Aje wanted its in store experience to carry across to its website, both for local and international shoppers. The same page states that more than 75% of its customers engaged with the brand on mobile, yet the mobile site was not fully optimised. It also says some payment types did not always work well on its digital platforms, and that the global site needed local pricing, currencies and seasonal content to support growth in New Zealand and with department stores in the United States.

What they did online

Aje moved its website to Shopify Plus and launched a redesigned site, with minimal downtime according to Shopify. The stated aim was a simple, frictionless site with stronger imagery. Aje launched a New Zealand site priced in New Zealand dollars alongside the Australian site priced in Australian dollars. It also launched a global site that uses Shopify Payments and supports 20 currencies, and Shopify says that site ships to 75 countries.

The reported result

Both Power Retail and Shopify report that Aje's conversion rate rose by 135% after the redesign. Shopify's wording is "in just a few weeks", and Power Retail, writing in September 2020, places this during the pandemic. Neither source gives the starting conversion rate or a measurement period, so the figure is best read as the business's own report rather than a verified benchmark.

Shopify adds that bounce rate fell, and that pages per session and average session duration rose. It does not give numbers for those measures. Aje's head of ecommerce, Georgie Yates, told Power Retail: "Customers don't mind what channel they are shopping in any more."

What other business owners can take from it

Aje is a larger retailer than most small businesses, so its results should not be treated as a forecast for anyone else. The sources also do not say which of the changes mattered most. Even so, the problems it described are common ones, and they are worth checking in your own business.

First, look at your website on a phone. If most of your customers arrive on mobile, that is the version that counts. Second, test every payment option you offer, from start to finish, on more than one device. Third, if you sell to customers in other places, consider whether prices and currencies are shown in a way that suits them. Finally, treat your website and your physical business as one experience, so a customer sees the same offers, tone and information in both.

Sources

What this means for your business

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