Case Study: Crave Cupcakes – Custom Bundle Builder for Bakery Online Ordering on Shopify Plus

Crave Cupcakes is a well-loved Canadian bakery with a strong retail presence and a loyal following. As a long-standing client, they approached us with a clear vision: bring their in-store "build your own box" experience to their online store.

The team needed a flexible and intuitive bakery online ordering system that would give customers control while keeping fulfillment simple and data clean.

Hand arranging desserts with whipped cream and cherries in a box on a wooden table.

Video Walkthrough

Background & Challenge

Customers were used to visiting Crave locations and handpicking cupcakes to create their own box of six or twelve. However, their Shopify Plus storefront didn’t offer that same level of customization. They needed an online solution that would allow customers to build their own cupcake box, select from a variety of rotating flavors, and choose vegan or gluten-free options for an added cost. At the same time, they wanted a smooth, branded user experience that didn’t rely on third-party apps or compromise backend reporting.

What They Wanted — and How We Got Them There

  • Their Goal

    The team needed a flexible and intuitive bakery online ordering system that would give customers control while keeping fulfillment simple and data clean.

  • Our Solution

    We designed and developed a fully custom bundle builder within Shopify Plus.

    The goal was to make the process as simple and enjoyable as it is in-store, while ensuring the backend could handle the complexity of mix-and-match options with upsell logic.

    We built a dynamic product page that allows customers to select cupcakes one by one. A live counter helps them keep track of their box, showing how many cupcakes are left to choose. Once the box is full, customers can easily switch their entire box to vegan or gluten-free, which automatically adds one dollar per cupcake.

    On the backend, each selected cupcake is treated as its own SKU, making it easy for Crave’s fulfillment team to process and package orders accurately. We made sure all data is clean and exportable, supporting future reporting needs and operational efficiency.

    Everything was developed in-house without relying on third-party apps. This gave Crave full control over the design and functionality, reduced potential performance issues, and left room for future customizations.

Results That Moved the Needle

4 months
Custom Built Solution
$1,000,000
Build Your Own Cupcake Box Sales
250x
Return on Investment

Since the bundle builder launched in early 2023, Crave’s Build Your Own Box feature has generated over one million dollars in net sales. It now accounts for nearly eight percent of total online revenue and continues to be one of the most popular product experiences on the site.

This feature has not only increased average order values but also helped bring Crave’s signature in-store charm to their online audience. Customers love the flexibility and ease of use, and Crave has seen more repeat purchases and higher engagement as a result.

The success of this feature shows how a well-designed bakery online ordering experience can drive growth and deepen customer loyalty.

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