Case Study: Smilo achieves a branded, conversion-optimized direct-to-consumer store with Swell

Smilo launched a cutting edge shop for engineered baby essentials

Smilo, founded by five parents with engineering and medical expertise and the maker of baby essentials with 50 U.S. patents and 30 million units sold through major retailers, needed a versatile, customizable ecommerce platform to sell direct to parents. Their brief required a smooth, on‑brand shop, product bundling, Amazon Pay and Stripe payments, coupons and rules‑driven promotions, email automation (abandoned cart and upsells), and integration with ShipStation. Smilo chose Swell to build their direct‑to‑consumer storefront.

Swell implemented a fully customized, headless ecommerce experience: a branded storefront with bulk product editing, easy bundle creation and recommendations, built‑in marketing automation (multi‑tier abandoned cart emails, category discounts), ShipStation fulfillment integration, and Stripe and Amazon Pay checkout. The result was that Smilo gained full control of their site without building from scratch, streamlined product and promotion management, improved cross‑sell/upsell opportunities, and greater ability to capture more sales through simpler customer journeys — all delivered by Swell.

Smilo