A Unified Commerce Solution
For a Storied DC Brand

Georgetown Cupcake

Unified CommerceReplatformUX DesignBrandingMulti ShippingCorporate GiftingCustom Integrations

Since opening in 2008, Georgetown Cupcake has grown from a single Washington, DC storefront into a nationally recognized specialty food brand, known for its rotating flavors, nationwide shipping, and media presence.

By 2025, that growth had outpaced its technology. E-commerce and retail ran on disconnected legacy systems, customer data was siloed, fulfillment required manual decisions, and corporate gifting relied on spreadsheets.

To address this, Georgetown Cupcake partnered with MTN Haus to migrate its e-commerce and point-of-sale operations to Shopify and Shopify POS, creating a unified system across retail, online ordering, fulfillment, loyalty, and gifting.

Built a unified commerce foundation on Shopify to power Georgetown Cupcake’s retail, ecommerce, and corporate gifting operations on a single platform
Modernized performance and mobile experience, delivering ~400% site speed improvements and a 72% lift in conversion rate
Connected online and in-store experiences with shared customer profiles, loyalty, promotions, and real-time visibility across channels
Simplified fulfillment and local delivery by integrating smart routing logic and partner services directly into the checkout experience
Created a scalable platform for future growth, enabling new locations, fulfillment methods, and sales channels without increasing operational complexity

+400%

Site Speed Improvement (LCP)

+72%

Conversion Rate Increase

+31%

Add-To-Cart Rate

+18%

Session Growth

The Challenge

Fragmented systems created friction at scale

Before the migration, Georgetown Cupcake’s disconnected systems limited efficiency and visibility. Store teams couldn’t see online purchase history, and loyalty programs didn’t carry across channels.

Fulfillment was manual, with staff interpreting ZIP codes and delivery methods to route orders. Corporate gifting was managed through spreadsheets and emails, making it hard to scale.

The business needed more than a redesign—it needed a unified system built for how it actually operates.

The Solution

A single commerce platform across retail, ecommerce, and fulfillment

Migrating to Shopify and Shopify POS was a full operational reset. Store staff now access customer data and loyalty status at checkout, with Smile.io powering rewards across channels.

Fulfillment is automated based on ZIP code, inventory, and delivery method, with clear POS instructions for staff. Local and national customers see accurate delivery options.

The ecommerce site now supports complex gifting, including multi-recipient orders with custom delivery details. Corporate gifting is streamlined through Excel uploads with built-in validation.

All operations now run through a single, unified system.

Design System & Brand Expression

Translating an iconic retail brand into a modern commerce interface

While the Shopify migration solved key operational issues, MTN Haus also focused on bringing Georgetown Cupcake’s brand experience online. Years of incremental updates had led to a site that no longer matched the polish of the retail experience.

Working closely with the Georgetown team—and with direction from Susannah—MTN Haus developed a refined design language rooted in the physical store experience. The goal wasn’t to reinvent, but to elevate.

The design process focused on:

Modernizing the brand
Updating the brand voice
Establishing a scalable design system
Clarifying typography and color usage
Reducing visual noise in the ordering flow
Elevating product photography and logic
Ensuring gifting flows felt thoughtful, not transactional

The result is a storefront that feels as thoughtful and celebratory as a visit to Georgetown Cupcake—now backed by modern ecommerce infrastructure.

MTN Haus was an incredible partner in reimagining our website for Shopify. Their technical expertise, creative vision, and day-to-day responsiveness made the entire process seamless. They were there at every step of the way, guiding us through the redesign and launch, and helped us build a foundation for the next phase of our business. We’re thrilled with the results.

Katherine Berman & Sophie LaMontagne

co-Founders & Co-Owners, Georgetown Cupcake

Unified Commerce Architecture

One system across ecommerce, POS, and physical retail

Shopify was chosen not just as an ecommerce solution, but as the core of a unified commerce strategy—something the previous stack couldn’t support.

Using a custom Shopify Horizon theme, the team built a flexible, scalable storefront that works across touchpoints without duplicating logic. With Shopify POS in both retail locations, ecommerce and in-store now share the same system.

Key outcomes include:

Shared product catalogs and pricing logic
Unified customer profiles
Consistent promotion and loyalty rules
Real-time visibility across channels

This foundation allows Georgetown Cupcake to scale new locations, fulfillment methods, or sales channels without adding complexity.

Shopify Unified Commerce
x Georgetown Cupcake

Local Delivery Enablement

Supporting immediacy without operational compromise

Local delivery is a key offering for Georgetown Cupcake, especially in urban areas where speed matters.

Instead of treating it as a separate channel, local delivery is fully integrated into the Shopify checkout. Eligible customers see accurate options, including same-day delivery when available.

With DoorDash as a partner and smart routing logic in place, only locations that can fulfill an order are shown—reducing errors and missed expectations.

Local delivery is now:

Discoverable and intuitive for customers
Operationally feasible for staff
Aligned with real-world inventory and kitchen capacity

Custom Development & App Ecosystem

Extending Shopify to meet real-world complexity

While Shopify covers most needs out of the box, Georgetown Cupcake required some custom development to support complex gifting, fulfillment, and bulk ordering.

MTN Haus used a hybrid approach—custom where needed, apps where possible—to maintain flexibility without adding technical debt.

Development was guided by key principles:

Use native Shopify features whenever possible
Extend only when necessary for differentiation or complexity
Ensure all custom work is documented, maintainable, and scalable

This approach gives Georgetown Cupcake room to evolve without relying on fragile, one-off solutions.

Measuring Performance & Results

Post-migration, MTN Haus and Georgetown Cupcake defined KPIs that reflect both customer experience and operational efficiency. The new Shopify infrastructure supports faster performance, better mobile usability, and scalable measurement.

Key focus areas:

Performance & Speed
Site speed improved by ~400%, directly supporting mobile conversion.

Mobile Experience
Mobile-first design with clearer navigation, faster load times, and streamlined checkout.

Conversion Rate & AOV
Improved attribution, bundling, and gifting flows enable higher conversion and average order value.

Operationally, the team is already seeing benefits: