Shedavi Got the Product Right. Codilar Got the Platform There Too.
Beauty & Personal Care
Company Brief
Founded in 2016 by Elizabeth Davis on the South Side of Chicago, Shedavi is a natural haircare brand that has spent over a decade innovating plant-based hair growth vitamins, oils, conditioners, and styling products for textured and natural hair. Featured in major publications and backed by over 7,500 five-star reviews, Shedavi has built one of the most trusted communities in the natural hair space.
With a product range spanning hair growth supplements, scalp elixirs, deep conditioners, and styling collections organized by hair goal and concern, Shedavi operates a growing global Shopify store serving customers across the US and internationally. The brand's mission has never changed since its first handcrafted batch: to nourish healthy, natural hair growth from the inside out, with zero compromises on safety, effectiveness, and sustainability.
Improving Core Web Vitals & Platform Performance
Resolving Broken Links & URL Structure Issues
Upgrading the Shopify Theme
Implementing Okendo Reviews
Integrating Amazon Pay
Redesigning Product & Blog Page Templates
Strengthening the Technical SEO Foundation
Project Overview
Codilar partnered with Shedavi to stabilize and optimize a growing Shopify store that had accumulated technical debt across performance, SEO, and user experience.
The engagement addressed Core Web Vitals issues, resolved broken links and URL structure problems, upgraded the Shopify theme while preserving all custom code, implemented Okendo reviews, integrated Amazon Pay at checkout, and redesigned key product and blog page templates. Every improvement was made in service of one outcome: a platform as polished and trustworthy as the brand running on top of it.
Business Challenges
Underperforming LCP and CLS affected site speed, UX, and search visibility
Broken links in blog categories and product pages caused 404 errors and hurt SEO
Inconsistent URL structures affected blog discoverability and search performance
The Shopify theme was outdated, but upgrading risked breaking existing custom code
Okendo review visibility issues undermined social proof at key conversion points
Amazon Pay was missing from checkout, limiting payment flexibility for international customers
The absence of product-type-specific templates led to inconsistent product page designs
Codilar's Solution Approach
Optimized Core Web Vitals including LCP and CLS improvements across key pages
Audited and resolved all broken links and 404 errors across blog categories and product URLs
Corrected URL structures for blog posts and lifestyle category pages to align with SEO best practice
Upgraded the Shopify theme from version 7.3.4 to 7.5.1, resolving all custom code conflicts introduced by the update
Fixed Okendo review display issues and implemented review snippets across product pages
Integrated Amazon Pay into the checkout flow for improved payment flexibility
Designed and built a new product page template for specific product types requiring distinct layouts
Completed UI/UX design updates across blog pages and key storefront sections
Performed a technical SEO audit and optimized title tags, meta descriptions, and H1s sitewide
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Shedavi had already built the brand equity. Our job was to make sure the platform was earning it back at every touchpoint, from the first page load to the final step at checkout. That is the standard we work to on every Shopify engagement.
Mohammad Aamir
Practice Head, Shopify, Codilar
The Work Behind the Outcomes
A Decade In and Something Was Still Off
Shedavi had spent a decade building something rare in the beauty space, a brand with genuine community trust, thousands of verified reviews, and a product range that customers came back to again and again. With over 7,500 five-star reviews and a loyal following built on real results, the brand had earned its place in the natural haircare conversation.
But the platform running underneath that brand had been accumulating small problems that, taken together, were beginning to work against the experience Shedavi's customers deserved. Broken links. Outdated theme code. Reviews not displaying where they should. A checkout missing a payment method customers expected. None of it was catastrophic individually. But a brand built on trust cannot afford a storefront that quietly erodes it.
The First Problem Was the One Nobody Sees
Core Web Vitals are not an abstract technical metric. They are Google's measure of how a real user experiences a page, how fast the largest element loads, how much the layout shifts unexpectedly during load, and how quickly the page becomes interactive. For a brand competing in a crowded beauty and haircare space where search visibility drives acquisition, underperforming Core Web Vitals meant Shedavi was leaving organic traffic on the table every day.
We worked through the LCP and CLS issues across key pages, improving the signals that both search engines and customers use to judge whether a site is worth their time. Performance improvements at this level do not just affect rankings, they affect the immediate impression every new visitor forms in the first seconds of a session.
We Make An Impact
Through Our Work
Total Sales
Growth YoY
Increase
in Orders YoY
Total Sales
Last 12 Months
Orders Processed
Last 12 Months
We Make An Impact
Through Our Work
Total Sales
Growth YoY
Increase
in Orders YoY
Total Sales
Last 12 Months
Orders Processed
Last 12 Months
A Small Problem With a Larger Consequence
A 404 error is not just an SEO problem. It is a trust problem. For a customer who has clicked through to a blog post or a product page and landed on an error, the experience communicates the same thing regardless of the technical cause behind it, that the brand is not paying attention.
Shedavi had accumulated broken links across blog categories and product pages, many tied to URL structures that had been set up inconsistently. Blog posts that should have been categorized under lifestyle were routing incorrectly. Discontinued product URLs were pointing nowhere. We audited the full link structure, corrected the URL patterns, updated the broken links, and ensured that every path a customer or search engine might follow led somewhere intentional.
The Change That Could Have Gone Very Wrong
A Shopify theme upgrade sounds straightforward. In practice, for a store with significant custom code layered on top of the existing theme, it is one of the higher-risk operations on the platform. When the underlying theme version changes, custom code that references specific elements, classes, or render logic can break in ways that are not always immediately visible.
We upgraded Shedavi's theme from version 7.3.4 to 7.5.1, identified every point of conflict between the new theme and the existing custom code, and resolved each one. The store emerged from the upgrade with the performance and feature improvements of the newer theme version and none of the breakage that an unmanaged upgrade would have introduced.
Further Down the Funnel
Okendo reviews were not displaying correctly across product pages. For a brand whose social proof is one of its strongest conversion assets, over 7,500 five-star reviews from customers who have seen real results, invisible reviews are not a minor cosmetic issue. We fixed the display logic and implemented review snippets so that proof appeared where purchase decisions are made.
Amazon Pay was added to the checkout. For a brand with international reach and a customer base that increasingly expects flexible payment options, removing friction at the final step of the purchase journey has a direct and measurable effect on conversion.
The Store Today
The engagement delivered what a brand at Shedavi's stage of growth needed most. Core Web Vitals improved. Broken links were resolved. The theme was modernized without disruption. Reviews became visible where they mattered. Checkout became more accessible. And across the last twelve months, total sales reached $4.2 million across 8,101 orders, growing 36% and 35% respectively year over year.
Partnering with us gave Shedavi what every brand deserves after a decade of building customer trust. A storefront that earns that trust back at every touchpoint. If your platform is carrying technical debt that is quietly working against the brand you have built, those gaps compound over time. We find them, fix them, and make sure the experience your customers get online reflects the quality of what you have spent years creating.
