Replatforming to Shopify and building SEO into a PKR 4 billion brand

Bay's International was scaling fast and needed its eCommerce foundation, acquisition and search presence to grow with it. The platform, the paid engine and the organic channel all had to move up a level at the same time.

The existing WooCommerce setup could not carry the growth ahead of it, there was no real SEO presence to speak of, and paid media had to scale revenue without losing efficiency. All three needed to happen together.

• Move to a platform that could scale with the business.
• Build organic search from nothing into a real revenue channel.
• Scale paid revenue at a strong, profitable ROAS.

A growing brand on a platform it was outgrowing, with little organic visibility and paid media that needed senior ownership. The opportunity was large precisely because the starting base was early.

• Led the full eCommerce migration from WooCommerce to Shopify, scaling sales from thousands to millions.
• Achieved 15x+ ROAS on Meta and scaled revenue through paid media on Google and Facebook.
• Developed and executed an SEO strategy from scratch that reached 100K+ monthly organic traffic and doubled search-driven revenue.
• Managed and optimised digital media budgets to protect profitability while increasing customer acquisition.
• Led cross-functional social, PR and content teams so brand and commerce stayed aligned.

The business moved onto a platform built for scale, gained an organic channel that had not existed before, and grew paid revenue profitably. Together these contributed to Bay's International scaling into a PKR 4 billion brand.

• Sales scaled from thousands to millions after the Shopify migration.
• 100K+ monthly organic traffic built from zero.
• Doubled search-driven revenue.
• 15x+ Meta ROAS while scaling spend.
• Contributed to the brand's growth into a PKR 4 billion business.

Afshaan owned performance marketing, media planning and buying, and SEO, and led the replatforming and the social, PR and content teams around it.

When a brand is scaling, the platform, paid and organic cannot be fixed one at a time. Building the foundation and the demand channels together is what let the growth compound.