Case Study: Holy Crap reduces checkout abandonment from 50% to 20% and boosts online sales with Shopify

Holy Crap - Customer Case Study

Holy Crap is a Vancouver-based breakfast cereal brand founded in 2009 by Corin and Brian Mullins to create a tasty, allergy-friendly cereal after 21 recipe iterations. Starting at local farmers’ markets, the company needed to scale quickly—driving online and wholesale sales, serving customers in both Canada and the US, and reducing checkout abandonment while managing growing wholesale inquiries.

Holy Crap built its storefronts on Shopify, creating separate Canadian and US stores with a seamless cart transfer, and using built-in Abandoned Checkout Notifications to cut abandonment from 50% to 20%. They automate email opt-ins to Constant Contact with Contactified and use the Shopify contact form to capture wholesale leads; the approach helped generate over $1M in online sales after a Dragons’ Den appearance and grow distribution to 2,500+ North American stores (85% B2B).

Holy Crap

Corin Mullins

Holy Crap