Specialty coffee store (Bulgaria)
Shopify store from scratch for a specialty coffee roastery. Catalogue by origin × roast × brew method, subscription model, and brewing-guide content.
- Niche
- Specialty coffee
- Platform
- Shopify
- Timeframe
- 7 months
Challenge
A small Sofia roastery with loyal regulars who came in to pick up their coffee in person. They wanted national reach without compromising the roastery's quality or workflow.
What I did
Shopify store from scratch with a subscription model for repeat orders. URL hierarchy by origin × roast × brew method - the actual search demand ('Ethiopia Yirgacheffe', 'V60 coffee beans', 'espresso roast'). Brewing guides blog with detailed instructions per method - HowTo schema for rich snippets in Google. Subscription tier with dynamic pricing by frequency. Product + Offer schema on every SKU. Email flow for welcome, abandoned cart and reorder. Outreach to BG coffee blogs.
- Shopify store built from scratch + subscription app for monthly delivery
- Catalogue structured by origin (Ethiopia, Colombia, Brazil, Guatemala) × roast level × brew method
- Brewing guides blog - V60, AeroPress, espresso, French press - real buyer intent
- Product + Offer + HowTo schema (for the guides), rich snippets from day 1
- Subscription tier with dynamic pricing by frequency (weekly, bi-weekly, monthly)
- GA4, GSC and Shopify Analytics wired before launch
- Email flow: welcome, abandoned cart, reorder reminder
- Outreach to Bulgarian coffee blogs and forums for backlinks and partnerships
Results
In 7 months: from €0 to €12,300 organic revenue per month. 184 active subscriptions - predictable recurring revenue. 163 keywords in Top 10. 2.9% organic conversion rate. The roastery can plan a week ahead because they know exactly how much coffee is on order.
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Let's talk
First, let's see if we're a good fit.
A 30-minute call, just me and you. You tell me about your store, your goals, and where you feel stuck. I tell you how I'd approach it. No slides, no pitch. If it feels right on both sides, the next step is a real SEO audit and a plan built around your store.
- You share, I show you the pathYou tell me about the business - catalogue, goals, numbers, what you've already tried. Inside the call I tell you how I'd scale you: which channels work for your case, which don't, and the order I'd run them in.
- If it's a fit, I audit your storeIf we both feel good after the call, the next step is a real audit of your store and a plan for the next 90 days. If not, no hard feelings.
- You always talk to meI work solo - no account managers in between, no junior handovers. Six years on Shopify, WooCommerce and custom ecommerce builds, and the person on the call is the person doing the work afterwards.
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