Salt Boutique is a contemporary women's clothing store with locations in Nantucket and Wellesley, Massachusetts. Since 2015, Salt Boutique has been known for their fashionable swimwear, dresses, and everyday basics, making their stores popular shopping destinations for locals and tourists alike. The brand's ecommerce site expands their customer base beyond the Eastern United States, serving shoppers across North America.
When Salt Boutique first opened, the team used Square POS for processing payments in-store and Weebly (now Square Online) to build their online store. But the brand's growth was stifled as the two systems often failed to sync seamlessly, making it difficult to best serve their customers.
By replatforming to Shopify, Salt Boutique has gained more exposure online with much less legwork, achieving:
- 625% increase in monthly online sales from August 2024 to July 2025
- 85% reduction in product creation time using Shopify's AI-powered commerce tools
- 12-day migration of 10,000 SKUs and 20,000 customers profiles from Square to Shopify
- Six sales channels unified for seamless selling in-store, online, and through socials—a first for the brand
The Challenge: Unreliable integrations causing missed sales opportunities
With Square, Salt Boutique was struggling to keep up with changing customer habits and expand its sales channels while using Square. To begin with, the integration between their ecommerce site and their two store locations was unreliable. "This caused issues with store pickup," explains Jennifer Devlin, Salt Boutique's owner. "While demand for store pickup was increasing, our online store wasn't reliably displaying inventory availability. Products that were sold out would be marked as available, which caused overselling."
Salt Boutique was also limited when it came to where they could sell. Although the brand was active on social channels such as Facebook and Instagram, they couldn't reliably integrate their product catalog with their social pages to make them shoppable. Instead, the team had to manually process orders after customers sent inquiries through direct messages on the platforms, which was highly inefficient.
Managing Square Online and Square POS proved challenging for the team as well. "The integration between the two systems never felt seamless," says Jennifer. "We also felt like the ecommerce tools were limited, and we were spending way too much time simply updating product pages or trying to make images display properly."
It was clear that the time and attention required to manage the business on Square was unsustainable for Salt Boutique's small team. They contacted Shopify Plus Partner ICEE Social to help them optimize their online presence. The agency recommended a migration to Shopify and outlined a plan to unify Salt Boutique's ecommerce and POS sales channels.
We were constantly finding inventory glitches and running into roadblocks we didn't have bandwidth to resolve. It was making us miss out on a lot of opportunities.
The Solution: Unifying sales channels and operations with Shopify
The team was eager to migrate their ecommerce and POS system to Shopify, but the task felt daunting at first. Jennifer admits that she had concerns about transferring all of their data to a new platform. After all, Salt Boutique had over 10,000 SKUs and close to 20,000 customer profiles—they couldn't afford to lose any of this valuable information.
But ICEE Social helped Salt Boutique fully migrate their inventory and customer data, set up their new website, and integrate their social media channels in less than two weeks. With their app, Selling Point, the agency also migrated all of Salt Boutique's outstanding gift cards from Square to Shopify. "We got the import files on January 18th, and the store was live and transacting on POS and online by January 30th," says Mark Perini, owner of ICEE Social.
We were happy with how seamless and efficient the migration process was. ICEE Social completed the process ahead of schedule and even put together some instructional videos that helped us get familiar with the new systems really quickly.
The team saw immediate efficiency gains thanks to Shopify's product management capabilities. They were able to publish the same product across multiple sales channels and build unique product catalogs for both store locations while curating offerings based on local demand. "Shopify really streamlined how we manage our product assortment," Jennifer explains. "We save time that would otherwise be used creating duplicate product entries for ecommerce and store locations and have more control over each store's product assortment. What used to take 20 minutes to add a new product now only takes three."
With their ecommerce site and two store locations pulling inventory data from the same back office, Salt Boutique can provide the convenient customer experience they were striving for. Customers view reliable stock availability online, take advantage of store pickup fulfillment, and shop on wherever is most convenient, whether online, through social media, or in-store.
Before the migration, our inventory wasn't unified, which undermined the value of store pickup. We were so grateful that Shopify solved that for us. Now, the product availability shoppers see online and on social media is always accurate. We're maximizing exposure for our best-selling items, and can sell inventory from every location, which is huge.
The Results: Sales growth across channels
Salt Boutique saw a clear upward trend in online sales performance in the year following their migration, with their best month during the busy summer shopping season achieving a 625% increase over the previous year.
With customer, inventory, and order data now unified on Shopify, they are providing a better customer experience and operating more efficiently than ever before. The time the team once spent manually processing order requests through social media, managing inventory, and updating the website, can now be spent focused on growth. Optimizing their sales channels through social media has been particularly impactful.
"With Shopify, we can post a shoppable link on Instagram or Facebook, which makes it easier to buy our products or click through to our online store," says Jennifer, highlighting how much more exposure they've gained online from unifying on Shopify. She notes how the growth is noticeable in how much busier they are now fulfilling online orders, saying "We're fulfilling online orders now every day. That was not the case before."
Beyond the platform itself, Salt Boutique has found both staff training and ongoing support to be invaluable. "Training staff on complicated tasks like returns and exchanges without receipts is much easier with Shopify," says Jennifer. This ease of use is complemented by exceptional support: "Shopify support is awesome. We always get answers right away," she adds. With reliable, responsive support at their fingertips, the team can resolve issues quickly and maintain their focus on serving customers rather than troubleshooting technology.
As they continue to embrace the power of Shopify's unified commerce platform, Salt Boutique is poised to reach new heights. Looking ahead, they plan to expand into new social channels and explore opportunities to ship internationally to serve their growing audience overseas.
With Shopify, our physical and online stores now communicate seamlessly, which makes our lives a lot easier as we scale. We're spending less time fixing website issues and more time focused on growth. The results we're seeing are really exciting.