Industry Eye: Case Study - The Pashmina Store Grows via SEO, Cart Abandonment Upgrades

For internet-only merchants operating in niche marketplaces, $1 million in revenues is still a lofty target. For The Pashmina Store, it was a bull's-eye. But it took an upgraded e-commerce platform to make this goal a reality.

The Pashmina Store was founded in 2000 as a supplier of pashmina products to select retailers. In 2003, it began selling direct to consumers via its website. While it enjoyed moderate success in its early years, it hadn't reached its potential 
due in part to an unsophisticated e-commerce platform exemplified by poor search engine rankings, high shopping cart abandonment rates, poor navigation and a lack of reporting tools.