How ControlF5 Built Obi Outfitters’ Shopify Store from Scratch into a Growing USA Brand
Shopify Store Design & Development, Shopify App Integration, SEO Optimization, Content Marketing, and Social Media Marketing
Building a successful Shopify eCommerce brand takes more than just launching a website; it requires vision, strategy, and smooth execution.
I am Anurag Pandey, founder of ControlF5, and over the years, my team and I have built Shopify stores for global eCommerce brands across diverse industries.
In this case study, I will walk you through how we transformed Obi Outfitters, a USA-based baby and puppy apparel brand, from zero online presence to a thriving Shopify store with growing sales and strong SEO performance.
If you have a similar brand idea or are planning to build your shopify eCommerce platform from scratch, this real example will show you exactly how my team and I made it happen, step by step.
The Brief
Obi Outfitters is a USA-based premium baby and puppy apparel brand offering soft bamboo clothing, seasonal collections, and thoughtful accessories for modern families.
When the client approached ControlF5, they had no online presence, no website, social media, or digital footprint.
Their vision was to build a trusted lifestyle brand that celebrates comfort, sustainability, and love for both babies and pets. To bring that vision to life, our goal was to create a complete eCommerce ecosystem from the ground up, starting with Shopify store design, product setup, and app integrations, and then moving on to SEO optimization, content marketing, and social media management.
Our mission was simple yet strategic: to transform a new idea into a recognizable eCommerce brand in the USA, combining user-friendly design, strong SEO foundations, and consistent brand storytelling across every channel.
If you are planning to create your own online store, check out our guide on Build a Shopify Store for a detailed step-by-step Guide.
- Industry
- Project
- Technology
- Website
Challenges
When Obi Outfitters partnered with ControlF5, they were entering the online marketplace for the first time. The brand had great products and a clear vision, but lacked the digital foundation needed to reach customers and drive sales.
- No Existing Online Presence: The brand was starting from zero, with no website, no product catalog, and no SEO framework. Every element, from the store setup to content creation, had to be built from scratch.
- Brand Positioning: In a crowded eCommerce space filled with baby and pet apparel brands, we needed to build a unique brand identity that positioned Obi Outfitters as both premium and relatable, combining quality, emotion, and sustainability.
- SEO & Content Visibility: Since the domain was new, there was no authority or ranking power. Competing organically for keywords like “bamboo baby outfits,” “sustainable baby clothing,” and “puppy bandanas USA” required a long-term SEO and content strategy to establish credibility.
- Engagement & Conversions: As a new online eCommerce store, building trust was important. We had to design a conversion-optimized user experience that engaged first-time visitors, told the brand story effectively, and encouraged them to complete their first purchase.
- Social Presence: With no existing followers or community, creating consistent brand visibility on social media platforms and aligning it with the website’s tone and style was also a key challenge.
- Sales Channels Setup: To maximize reach and early traction, we also set up integrated sales channels like Instagram Shop, TikTok Shop, and additional “Shop Now” pathways, ensuring the brand could start selling where its target audience spends the most time.
Solutions
a. Shopify Website and Mobile Design & Development
We built Obi Outfitters’ Shopify store from the ground up, creating a digital experience that reflected the brand’s warmth, quality, and purpose. Our focus was on a clean, responsive, and emotionally engaging design that made shopping effortless for parents and pet owners.
- Designed custom Shopify product templates focused on conversions and visual storytelling.
- Implemented quick-buy and wishlist features to simplify the user journey and increase cart value.
- We suggest top-performing Shopify apps like Judge.me, AiTrillion, and ReConvert to automate reviews, loyalty programs, and post-purchase offers.
- Ensured mobile-first optimization, delivering a fast, seamless experience across devices.
- Created dedicated mobile pages and layouts to deliver a lightweight, high-speed browsing experience designed specifically for smartphone users, improving engagement, scroll depth, and checkout completion.
The final website conveyed comfort and care through soft color palettes, lifestyle imagery, and clear navigation, turning casual visitors into confident buyers.
Looking for design inspiration? Explore our collection of Shopify Horizon Themes to find themes that increase performance and style.
b. SEO Setup & On-Page Optimization
We laid the groundwork for strong organic visibility by implementing a comprehensive on-page SEO strategy:
- Conducted detailed keyword research across baby and pet apparel niches.
- Optimized all product and collection pages with targeted meta titles, descriptions, and alt tags.
- Enhanced website architecture and internal linking for improved crawlability and user flow.
- Added structured data markup to strengthen search appearance and click-through rates.
- Built an SEO-friendly blog structure that targeted long-tail keywords like “best baby Christmas outfits 2025” and “how to choose the right bandana for puppies.”
These steps helped Obi Outfitters earn early organic traction and rank for high-intent keywords within months of launch.
Want to optimize your own Shopify store’s SEO setup?
Start by choosing the right checkout and payment experience. Our blog on Best One-Click Checkout Tools covers it in detail.
c. Content Marketing & Blog Strategy
Our content marketing approach focused on building brand authority and SEO value simultaneously.
- Developed a content calendar aligned with seasonal launches and trending themes.
- Created blogs combining SEO insights with storytelling, highlighting product benefits in real-life contexts.
- Introduced lifestyle-driven topics around comfort, sustainability, and parenting to engage audiences beyond product pages.
- Achieved first-page rankings for several targeted blog keywords related to bamboo baby apparel and pet accessories in the USA.
- Additionally, we helped Obi Outfitters prepare and manage their BFCM strategy using our proven Shopify BFCM Checklist to increase conversions during peak sales season.
This helped position Obi Outfitters as both a product brand and a trusted information source in their niche.
d. Social Media Marketing
We built a consistent brand presence on social media by creating authentic and relatable content tailored to parents and pet lovers.
- Designed visual storytelling campaigns around major product collections, Soccer Day, Christmas Edition, and Black Denim Classics.
- Shared real-life moments, product stories, and community features to build emotional connection and engagement.
- Established a regular posting schedule that matched the brand’s personality — soft, caring, and family-focused.
- Used Meta Ads (Facebook & Instagram) to drive awareness, while Google Ads supported traffic growth and conversions.
e. Google Ads & Performance Marketing
Alongside organic growth, we ran Google Ads campaigns to accelerate visibility and sales during the launch phase.
- Created Search and Shopping campaigns targeting high-intent keywords like “bamboo baby clothes USA” and “premium puppy accessories.”
- Used retargeting campaigns to bring back cart abandoners and recent visitors.
- Continuously optimized ad copy, product feed, and landing pages to maintain a healthy ROAS.
- Integrated ad data with Google Analytics and Search Console for ongoing performance monitoring.
This combination of paid and organic strategies helped Obi Outfitters gain traction faster and build a loyal customer base within a few months of launch.
Results
Our collaboration with Obi Outfitters delivered measurable growth across every key performance area, from visibility and engagement to conversions and repeat purchases.
Within just a few months of launch, the brand transitioned from no online presence to a recognized Shopify store with consistent organic and paid performance.
| Metric | Before ControlF5 | After ControlF5 |
| Online Presence | None | Full eCommerce website launched with a custom Shopify design |
| Organic Traffic | 0 | +250% growth within the first 3 months through SEO and blogs |
| Google Rankings | Not ranked | Ranked for 15+ high-intent keywords, including “bamboo baby outfits USA” and “puppy bandanas” |
| Conversions | 0 | Achieved a 4.5% average store conversion rate with optimized product pages |
| Social Engagement | New brand | Gained 3,000+ organic followers and consistent engagement in 90 days |
| Revenue Impact | $0 | Established steady monthly sales and repeat customer orders via loyalty programs |
| Ad Performance | No campaigns | Google Ads generated 3x ROAS during seasonal promotions |
Beyond the numbers, the transformation was strategic and sustainable. Our SEO-driven content marketing, conversion-focused design, and data-backed ad campaigns helped Obi Outfitters build not only traffic and sales, but a strong digital identity that resonated with parents and pet lovers across the USA.
The eCommerce brand now stands as a testament to how the right mix of Shopify development, marketing automation, and storytelling can turn a new idea into a fast-growing eCommerce business.
See How We Helped Other Brands Scale with Shopify
If you enjoyed reading how we helped Obi Outfitters grow from concept to a thriving Shopify brand, here are a few more real-world success stories from ControlF5’s eCommerce portfolio:
We redesigned Promunch’s Shopify store with a focus on product storytelling, faster navigation, and conversion optimization. The result, a smoother buying journey and a 60% increase in sales.
For Aayraa Jewels, we built a luxury eCommerce experience that reflected the brand’s elegance. From Shopify design to SEO and product presentation, everything was crafted to appeal to premium jewelry shoppers.
We migrated this wellness brand from WooCommerce to Shopify, improving website speed, backend management, and SEO visibility while preserving their entire product and order history.
This project focused on a complete platform shift, delivering a faster, secure, and conversion-friendly Shopify experience that boosted overall performance and repeat purchases.
Each of these projects showcases our ability to design, develop, and optimize Shopify stores that not only look great but also perform exceptionally well, helping brands scale confidently in their online journey.
“Working with this client has been an exceptional experience. Their clarity in expectations, openness to suggestions, and consistent communication made the entire project smooth and productive. They provided timely feedback, trusted the process, and remained deeply involved in shaping the brand’s digital presence — which allowed us to refine the Shopify design, improve the user experience, and maintain high-quality standards across every update.
Their willingness to explore ideas, adapt quickly, and collaborate closely during our twice-weekly calls created a strong workflow and helped us deliver meaningful improvements faster. I truly appreciate their professionalism, responsiveness, and trust throughout the project. It made managing, coordinating, and executing every task both efficient and enjoyable.”
Bharti Nigam, Project Manager, ControlF5
Clutch Review
Client’s Experience With Us
ControlF5’s work has resulted in a more stable site, faster loading times, increased organic traffic, and deeper visitor engagement. The team is proactive, fast, detail-driven, and committed to understanding the client’s brand. They deliver on time and communicate clearly via various channels.
Conclusion
From concept to conversion, ControlF5 helped Obi Outfitters evolve from an idea into a trusted eCommerce brand in the USA. Through a blend of Shopify development, SEO optimization, content marketing, and social media strategy, we built more than just an online store; we created a brand identity that communicates emotion, trust, and long-term value.
Our work with Obi Outfitters stands as a real-world example of how thoughtful design, data-driven marketing, and strategic execution can turn a startup into a recognizable digital brand.
If you are planning to launch or scale your Shopify store, let’s build your success story next.
Book a Free Consultation Call with our Shopify experts and discover how we can transform your vision into a high-performing online brand.