Edible Blooms: what an Australian gift retailer reported after rebuilding Hampers.com.au on Shopify
By Martin Soliman,
Many Australian business owners eventually reach the point where an online shop needs rebuilding, not patching. Edible Blooms, a South Australian gift retailer, published one such story through Shopify. This article summarises what the business reported, who reported it, and what the details suggest for other owners.
The business
Shopify's case study describes Edible Blooms as a gift retailer headquartered in Adelaide, with more than two decades of experience in gift delivery. The business was building what its founder calls a house of brands, including Dessert Boxes, Gift Basket and Hampers.com.au. Inside Retail Australia also describes it as an Australian gifting company and reported in April 2026 that it had completed its acquisition of three sites with the aim of creating a single hamper marketplace.
The problem
According to Shopify's write up, bringing the acquired brands together was harder than it first looked. Gift Basket and Hampers.com.au had recently moved from another platform, and duplicated content was hurting organic search. Hampers.com.au also was not set up to host a marketplace across the wider group of brands.
What they did online
The business rebuilt Hampers.com.au as a marketplace hub on Shopify, drawing on product feeds from the group's brands. Shopify's page also describes a multiple address ordering flow for corporate gifting, and a customised checkout designed to support same day delivery. The founder, Kelly Jamieson, is quoted on the page saying: "We're experts in gift delivery, not web development."
The reported result
The figures below come from Shopify's customer story, so they are published by the platform vendor and the business, not measured independently. The page does not give dates for the conversion figures.
- Conversion rate of 4.38 percent, up from 1.35 percent.
- More than 650 products in one marketplace.
- An increase of more than 10 percent in average order value over the past 12 months.
What other business owners can take from it
The story is about a retailer with several brands, so most small businesses will not face the same scale. The underlying lessons still apply. Duplicated content across sites or pages can work against you in search, so each page should have its own purpose. Checkout and ordering should match how customers really buy, whether that is same day delivery, multiple recipients or repeat orders. Finally, track your conversion rate and average order value before a rebuild, so you can compare after it. Without a starting figure, an improvement is only an impression.
The founder's own words point to another common situation: a business that is expert in its product but not in building websites. Before any rebuild, it helps to write down what each site or page is for, who it serves and what you want a visitor to do next. That short brief makes it easier to judge whether a new build is solving the right problem, and easier to explain the goal to whoever does the work. It also keeps the focus on customers, who care about finding the right gift and receiving it on time, not about which platform sits behind the scenes.
Sources
Sources: Edible Blooms: Shopify case study and Edible Blooms merges three sites to create Australia's largest of its kind, Inside Retail Australia.
What this means for your business
If you sell online, the shop, the checkout and the search presence need to work as one system. Conciergia is a done for you online system run by one provider: a custom built website, a simple native shop or a full Shopify store, search covering SEO, AEO and GEO, social content, and Facebook and Instagram ads as an add on. Pricing is a one off setup fee plus a weekly plan, with no lock in, and clients can cancel anytime. See the pricing page and send us an enquiry to talk it through.