Case Study: Eat Grub achieves increased online sales and higher conversion rates with WooCommerce

How Two Insect-loving Entrepreneurs Built a Business on Bugs

Eat Grub, founded by Neil Whippey and Shami Radia in London, turns edible insects into a mainstream, high‑protein snack and cooking ingredient. After a successful pop‑up and research showing nutrition-conscious consumers as the right audience, their main challenge was changing Western perceptions of eating bugs and building trust for an unusual product.

They chose WordPress with WooCommerce to combine commerce with content, using recipes, SEO, and a redesign focused on the customer journey and product filtering to drive conversions. With plugins and tactics like reviews, abandoned‑cart offers, bulk discounts, A/B testing and lookalike ads, they’ve grown organic traffic, found strong product‑market fit, increased conversions and a steadily expanding customer base — and are now preparing subscription offerings.

Eat Grub

Shami Radia

Co-Founder