Magic Spoon set out to prove that healthy cereal doesn't have to be boring. The brand aims to bring back the childlike fun and nostalgia of the breakfast aisle for digital natives and health-conscious consumers, offering a product that delivers on taste and nutrition. As Magic Spoon grows from a beloved cereal company into a comprehensive breakfast brand, it leverages Shopify to fuel its growth, test relentlessly, and deliver a top-shelf digital experience.
By leveraging Shopify's platform, Magic Spoon has been able to innovate rapidly, optimize its site for conversion, and successfully expand into new product categories and sales channels, thanks to the lean, high-performing team, including Ciara Lydon, ecommerce and digital product manager at Magic Spoon.
With Shopify, Magic Spoon:
- Achieved a 29% increase in subscription opt-ins and a 9% lift in overall conversion rate (CVR) from a single PDP test
- Scaled TikTok Shop into a seven-figure channel, reaching new audiences and powering key launches
- Added incremental revenue through checkout-level upsells, without cannibalizing pre-checkout performance
- Improved backend efficiency and reduced team lift by rebuilding their custom bundle page on Shopify 2.0
The challenge: Expanding from cereal boxes to a full breakfast spread
Magic Spoon’s initial success was built on cereal. Their website was designed specifically for this single-product focus, which meant core ecommerce elements like a dedicated "Shop All page" were not part of their original site architecture.
As the brand launched innovative new products like treats and granola, the team faced the challenge of evolving the website to support a multi-category shopping experience.
One complexity centered on their popular custom bundle feature, Build-Your-Own-Bundle (BYOB). Magic Spoon was one of the first brands on Shopify to launch a truly custom bundle experience. While the approach was innovative, it quickly became difficult to maintain.
Magic Spoon was one of the first brands on Shopify to build this as a truly custom element. But custom builds come with added complexity, creating ongoing dev challenges and extra team lift.
Since launch, BYOB has become Magic Spoon’s highest-converting page and a subscriber favorite way to shop. But as the product lineup expanded, customers increasingly faced “analysis paralysis,” making it harder to discover new items and complete purchases.
To solve both the technical strain and the customer decision fatigue, the team recognized the need to rebuild BYOB for scalability - while A/B testing the full funnel to ensure it supported discovery and conversion across multiple product lines.
The solution: Serving up an iterative recipe for site optimization
Ciara says Magic Spoon treats its website as a "living, breathing thing." Using Shopify as its foundation, the team embraces an iterative, test-and-learn approach to continuously improve the customer journey.
Bringing new product categories to the front of the shelf
Magic Spoon introduced a dedicated Shop All page and revamped navigation to spotlight new categories. In BYOB, filters and “new” or “bestseller” badges helped reduce decision fatigue.
On the backend, in partnership with Classic City Consulting, the team leaned heavily on Shopify metafields during the custom bundle page rebuild. This shift streamlined product data management, reduced reliance on one-off custom development, and made ongoing maintenance far easier for Magic Spoon’s lean ecommerce team.
We have our team in Shopify every single day, and we've put processes in place that allow us to move quickly and maintain a consistent experience.
Replicating the end aisle experience in online checkout
Magic Spoon moved over to Shopify Checkout 2.0 in May of 2024, making it a better experience for their consumers by enabling single-page checkout and utilizing Shop Pay. Ciara says that Shopify’s checkout extensibility has allowed them to "tap into some of the additional customization features that we weren't able to do on the past checkout experience.”
Customers recognize the Shopify checkout as a trusted experience, and with Shop Pay, it becomes synonymous with speed and simplicity.
Beyond the basics, Shopify’s checkout extensibility has unlocked new ways to customize the funnel. One example: checkout-level upsells, designed to mirror the “end-of-aisle” discovery moment in a grocery store. While Magic Spoon already offered upsells before checkout entry, Checkout 2.0 introduced a high-impact upsell inside the checkout flow itself.
This allows the team to:
- Highlight new products at the point of purchase
- Recommend items based on cart contents
- Expand catalog exposure without slowing checkout
Double-dipping product pages for seamless TikTok Shop launches
While there was some operational complexity selling on TikTok Shop early on for Magic Spoon, the Shopify integration with TikTok Shop has made things more streamlined.
“When we are launching something new on TikTok shop,” Ciara explains, “it's as simple as utilizing those PDPs that exist today in the platform.” Magic Spoon can quickly manage their products in TikTok Shop from Shopify, rather than having to build new product SKUs, carousel setups, or optimized product pages.
One of the real strengths for our team has been utilizing existing PDPs and configurations in TikTok Shop. We now have a really seamless setup and process there.
That efficiency has transformed TikTok Shop from an experiment into a seven-figure sales channel, now fully baked into Magic Spoon’s marketing playbook. The team uses it to:
- Capitalize on viral UGC in real time
- Reach new customers where they already spend their time
- Launch limited flavors with speed and visibility
By managing all TikTok Shop orders within Shopify, Magic Spoon keeps operations lean while gaining a unified view of performance across channels.
Having the Shopify connection means all TikTok Shop orders flow through our admin. Operationally that’s a huge ease—but as a marketer, it’s also a value driver because we can see how all sales channels interact together.
Looking ahead, the team is exploring new Shopify partners to bring TikTok UGC directly onto their site, strengthening brand storytelling and social proof for the next phase of growth.
The results: Sweet test results open up subscription growth
Magic Spoon’s agile and experimental approach to their digital experiences has delivered some delicious results.
The team's commitment to A/B testing has proven that even small changes can have an outsized impact on the business. Working with Shopify partner Acadia, the team actively runs multiple A/B tests at any given time, constantly refining everything from in-cart UX to homepage imagery.One test of a new UI element on the PDP—highlighting the benefits of subscribing—drove a 29% lift in opt-ins and 9% lift in overall sitewide CVR at 99% confidence.
It was a small test that had a huge impact. Even simple UI tweaks on Shopify can create outsized results.
Across the Shopify ecosystem, Magic Spoon achieved:
- Checkout-level upsells adding incremental revenue without cannibalizing pre-checkout performance
- TikTok Shop scaling into a seven-figure sales channel,reaching new audiences and powering key launches
- Faster site speed and leaner workflows through Shopify metafields
Taking over the digital breakfast aisle with Shopify
With a flexible platform that supports rapid innovation, Magic Spoon is poised to continue its disruption of the breakfast industry.Following the successful rehaul of Build-A-Bundle, the team is focused on making it easier than ever for customers to discover new favorites, subscribe seamlessly, and enjoy a playful, polished shopping experience on MagicSpoon.com.
The team is also excited about Shopify’s expanding ecosystem—particularly opportunities like the Shop App, which offers another way to connect with high-intent shoppers and extend the brand experience beyond their own site.
Looking ahead, the team plans to use their newfound agility to further personalize the customer journey, using tools like Klaviyo and Rebuy to tailor product recommendations and offers based on customer behavior. This data-driven approach, combined with their unique "surprise and delight" marketing—like collectible spoons and bowls—will be key to driving loyalty and lifetime value.
