Case Study: Wolverine achieves a 19% mobile conversion lift and reduced cart abandonment with Salesforce Commerce Cloud (Apple Pay)

Wolverine Revolutionizes Mobile Ecommerce with Streamlined Checkout Experiences

Wolverine Worldwide, a $2.5 billion multi‑brand footwear company with 12 distinct brands, faced a common retail problem: while mobile accounted for the majority of site traffic, it drove far fewer orders. Ahead of the holiday season the company prioritized improving the mobile experience and worked with Commerce Cloud to integrate single‑touch Apple Pay, even extending its holiday code freeze to roll out the capability.

Working with payment partner CyberSource, Wolverine rapidly launched Apple Pay across its brand portfolio — piloting in mid‑November and rolling out to most brands within days. The change cut checkout fields by up to 75%, reduced mobile cart abandonment, and drove a 19% increase in total mobile conversion and a 21% lift in iPhone conversion (with some brands seeing up to 33% gains). The shared Commerce Cloud architecture also let Wolverine scale the improvement across brands while keeping tech costs under control.

Wolverine

Jason Pawloski

Senior Director of Direct-to-Consumer Technology