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Natural Baby Shower offers Shop Pay and sees a 13% increase in customer return rate

When co-founders Victoria Hampson and Clifton Vaughan moved to the UK following the birth of their baby, they had a hard time finding quality and ethical nursery products. Born out of a commitment to reducing disposable nursery products as well as educating parents and parents-to-be, the couple launched their own sustainable nursery brand in 2012: Natural Baby Shower.


As Natural Baby Shower quickly grew from 2 owners to 70+ employees, the team realized that the commerce platform they were on, Adobe Commerce, wasn't able to scale with them as quickly as they needed. The highly-manual inventory and pricing updates, alongside manual tracking for stock levels were particularly painful, especially as they were opening a retail store.

At the same time, Natural Baby Shower was outgrowing their payment provider, WorldPay. Not only did they have to source a separate third party gateway to help with fraud checks, they also ran into payment limitations. The brand wanted to offer their customers flexible payment options and a quick checkout experience. Accelerated payment methods like Apple Pay and Google Pay were increasing in popularity and yet remained unavailable on WorldPay.


Natural Baby Shower needed a commerce platform with automatic inventory updates across all channels that would also seamlessly grow with their business—and Shopify Plus was able to do just that. Following a smooth migration to Shopify Plus, the switch to Shopify Payments felt natural.

With all accelerated payment methods available including Shopify's own accelerated checkout, Shop Pay, the brand was able to offer their customers their preferred and fastest checkout experience. This dramatically reduced friction at checkout and drove a surge in sales.


Since Natural Baby Shower migrated to Shopify Payments, they've seen 1 in 4 customers use Shop Pay as their preferred payment method, with average order values increasing by 6%.

Finally, with the help of Shopify app, Signifyd, Natural Baby Shower was able to double-down on fraud protection and recover more than £10,000 in lost revenue every month from chargebacks.

 We were really happy with the switch to Shopify Payments. It was a smooth integration, everything is compatible, and all our orders—online and in-store—are under one roof. Offering accelerated payment methods and a seamless checkout experience has been so important for our customers. 

Natural Baby Shower

Clifton Vaughan — Co-Founder & Director


Toys, Crafts, and Gifts

Plataforma anterior

Adobe Commerce


Shopify Plus

Caso de uso

Growth and Scale, Apps and Integrations

Con Shopify, Natural Baby Shower vio resultados rápidamente.


Increase in Average Order Value (AOV)


of NBS customers use Shop Pay as their preferred payment method


Saved per month on fraud and chargebacks by moving to Shopify

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