Galloway’s Wholesome Foods is a Canadian online marketplace for quality, diverse ingredients, with roots going back to 1936 in Vancouver. What started as a small cart selling dried fruit and nuts grew into a trusted destination for global spices, grains, seeds, baking essentials, teas, and wholesome foods.
They came to us with a brand built on decades of heritage but needed a digital experience that felt more relevant to today’s customers. With their shift to an online-only model serving customers across Canada, Galloway’s needed a website that could showcase their extensive product range, celebrate their multicultural roots, and make discovering quality ingredients simple and enjoyable.
The challenge
Galloway’s Wholesome Foods, a Metro Vancouver brand specializing in natural, organic, and specialty foods, needed to scale its digital storefront. Their existing site built on Squarespace created operational and customer experience bottlenecks:
Inflexible platform architecture: Squarespace’s standard storefront structure couldn’t keep pace with a large, expanding catalog of specialty ingredients, bulk goods, and niche pantry items.
Complex variant & wholesale pricing: The platform lacked native tools to support dual retail (B2C) and bulk/wholesale (B2B) variant structures on individual product pages, confusing customers and requiring manual workarounds.
Product discovery friction: Rigid category filtering and navigation made searching through hundreds of niche culinary SKUs slow and cumbersome, particularly for mobile shoppers.
High cart abandonment: Unoptimized mobile flows and slow checkout performance led to lost sales and administrative overhead.
Maroon
R154 G38 B44
Cream
R246 G235 B222
Light Red
R155 G35 B42
White
R255 G255 B255
Black
R0 G0 B0
What we did
Spice Web Media executed an end-to-end platform migration and website redesign, replacing Squarespace with a high-performance Shopify e-commerce build:
Seamless platform migration: Transferred all legacy data (including multi-attribute product SKUs, customer records, and order history) from Squarespace to Shopify without downtime or loss of SEO ranking.
Custom UX/UI design & architecture: Engineered a responsive, modern layout optimized for fast page speeds and intuitive browsing across desktop and mobile devices.
Dynamic product discovery & filtering: Implemented custom metafields and multi-layered filtering options (by dietary lifestyle, package size, and ingredient type) so shoppers can locate specific items in seconds.
Hybrid B2C/B2B variant structure: Built tailored variant fields and custom B2B inquiry integration directly into product pages, allowing retail shoppers to order standard packs while wholesale accounts request bulk quantities.
Fulfillment & back-office automation: Configured Shopify’s native inventory management tools to automate stock syncing, order processing, and shipping notifications.
Outcome & results
A data-driven transformation that improved user experience, streamlined operations, and accelerated business growth.
Streamlined user experience: Intuitive navigation and sub-category filtering drastically reduced time-to-cart, especially on mobile devices.
Decreased operational overhead: Automating catalog management, bulk variant orders, and inventory workflows freed up valuable internal team hours.
Higher conversion rates & AOV: The combination of faster page speeds, dynamic filtering, and Shopify’s frictionless single-click checkout lowered cart abandonment and drove higher average order values.
Scalable infrastructure: Provided Galloway’s Wholesome Foods with a modern e-commerce foundation built to handle high catalog volume and long-term business growth.
210%
Increase in monthly organic traffic
Seamless 301 URL redirects and updated Shopify schema markup allowed Galloway’s to rank on Page 1 for high-intent wholesale food keywords.
1.2 seconds
60% Reduction in Page Load Time
By migrating to Shopify’s global CDN infrastructure and optimizing code execution, average page load times dropped from 4.8 seconds down to 1.2 seconds.
42%
Lower Bounce Rate
Improved navigation, updated collection layouts, and faster mobile page speeds kept buyers engaged longer per session.
