How This Esti Went From Crickets Online to a Thriving Online Store
Client:
Skin by Flynn
Location:
Pensacola, FL
Services:
Shopify build, product merchandising, subscriptions, + automations
Meet Molly
Molly has built her business on getting up close and personal with skin. She specializes in facial contouring and acne care. Molly's talent hasn't gone unnoticed either: she was named
Face Reality's Acne
Expert
of the Year 2026, and her shop is stocked with handpicked products (curated by Molly herself) to help clients glow with confidence.
When Molly first applied to work with us in July 2024, she'd been in business as a solo esthetician for exactly one year. She had a Squarespace site she loved and a Square storefront for product sales but the storefront wasn't converting. Clients weren't buying and she wanted to fix that.
The Challenge
Molly didn't want to rebuild her whole website from scratch. She liked her
Squarespace
site and didn't want to lose it. What she needed was a real online store that actually made her money.
Squarespace's eCommerce is fine but for what Molly was looking for and where she was heading, we knew she would quickly outgrow Squarespace's capabilities. (See why we will always recommend Shopify over Squarespace for eComm!) So we scoped a Shopify build for her online store, leaving her beloved Squarespace site intact for everything else.
The Build
A store built thoughtfully:
- 125+ products added, each with a full description, how to use instructions, and ingredient breakdown
- Password protection on her active ingredient lines (Face Reality and Mixi)
- Free digital downloads clients can grab anytime by entering a password (less dm's for Molly!)
- Custom collections including Molly's Favorites, Korean Skincare, and Best Sellers, so shopping feels curated
Purchase options that match how clients actually want to buy:
- A subscription option for her supplements, so clients don't run out and forget to re-order
- Free shipping on orders $150+
- Free local pickup for her Pensacola clients
Perks that keep people coming back:
- A rewards program where clients earn points on every purchase
- A welcome automation offering 10% off a first purchase for new subscribers
- A members-only code giving logged-in members 10% off all skincare, always
The whole build was focused on one thing: making the shopping experience cohesive, organized, and easy so clients could find what they needed and actually check out. We launched the new Shopify store on
August 6, 2025.
The Results
- Launch weekend brought in 25+ orders and a 533% jump in sessions compared to Molly's baseline, with a 9.64% conversion rate right out of the gate.
- Through the first month post launch, traffic stayed strong with a 65% increase in sessions
- By Q4 2025, total sales climbed 72%, orders grew 38%, and conversion rate more than doubled, up 137%. This was a clear sign the store wasn't just getting traffic, it was converting the right traffic.
- A
year
after launch, the momentum has held. Sessions are
up 14% year-over-year, and the
conversion rate climbed another 10% to its highest point yet proving the site still doing its job.
In Molly's Words
"It has been such great experience working with the ladies at Dope Magic. They are so thorough, personable, and the attention to detail is unmatched. I was struggling with my square storefront and am so happy with my new Shopify store! If you are considering upgrading your site or storefront, you won't regret it!"
Molly's story is proof that you don't need to blow up what's already working to fix what isn't. She kept the Squarespace site she loved, handed us the one piece that wasn't pulling its weight, and a year later that piece is converting better than ever. If your storefront is holding your business back the way Molly's once did, we'd love to talk about what a Shopify build could do for you too.
Apply to work with us
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