When Ẹwà London replatformed from WooCommerce to Shopify ahead of their largest retail push to date, they inherited a catalogue that was technically live but operationally broken — 67 products, 7 vendor values, 3 misfiring Klaviyo flows, and a collection architecture that had never been rebuilt from scratch.
Ẹwà London launched as a market stall in Brixton in 2021, selling Afro-botanical skincare formulated around shea, baobab, and black seed oil. By 2023 they had a WooCommerce store, a growing wholesale account list, and a Klaviyo account set up by a freelancer who no longer worked with them.
When they migrated to Shopify in late 2024, the developer performing the migration imported the WooCommerce catalogue programmatically — every product, every category, every vendor field, including all the test entries, deprecated variants, and WooCommerce category structures that had accumulated over two years.
The result was a store that looked fine in the admin dashboard but was silently broken underneath: Klaviyo flows referencing product IDs that no longer existed, smart collections built on tag logic that never fully migrated, and three versions of the same hero product sitting live and active at the same time.
They came to us with 30 days to launch a major PR campaign and a Klaviyo account that had been sending broken abandoned cart emails for six weeks.
Before touching anything, we ran a full data hygiene audit — mapping every product, every vendor value, every collection rule, and every inventory anomaly. This is what we found.
The Klaviyo issue was the most urgent finding. The abandoned cart flow had been active for six weeks. Every email had sent with a broken product block — no image, no title, no "Add to Cart" button. Customers were receiving cart reminder emails pointing at nothing. The flow was suppressing revenue, not recovering it.
The data hygiene work itself was the foundation. But the immediate commercial consequence — the number the founder cared about — was what happened to Klaviyo performance once the broken product references were resolved.
Estimated monthly flow revenue suppressed by broken product references, restored within 72 hours of cleanup completion. Based on Klaviyo flow analytics comparing the 30-day pre-cleanup period against the 30-day post-cleanup period.
The broken flows had been active for six weeks before the audit. At £3,800 per month that represents approximately £5,700 in suppressed revenue during that window — revenue that was being lost silently, with no error message, no Shopify alert, and no visible indicator in the admin dashboard. The store looked fine. The catalogue looked fine. The money was just not arriving.
This is why data hygiene is not a cosmetic service. It is a revenue integrity audit.
If you have a client account that looks anything like Ẹwà London did — post-migration chaos, duplicate products, broken Klaviyo flows, vendor inconsistency — send us the store URL. We will run the full audit, produce the findings report, and deliver a Before/After Report to your standard, white-labelled with your agency name.
No charge. No commitment. One store. You keep everything we produce.
If you like what you see, we'll talk about a white-label arrangement for your other clients.
Send Us the Store URL growthlabs.strategy@gmail.com · We'll confirm within 24 hours and begin within 48