How We Took Everesting From 100€ to 240€ AOV With a Custom Shopify Outfit Builder

Most brands try to scale by spending more on ads. We prefer to squeeze more money out of the traffic they already have.

This is exactly what we did with Everesting.

Everesting is not your typical DTC Shopify brand. It was born in Australia as a global endurance challenge. The concept is simple and brutal at the same time. You have to climb the elevation of Mount Everest in one single activity. You can do it cycling, running, or hiking. You can repeat the same hill 25 times in your city if needed. But it has to be continuous. It is one of the most respected endurance challenges in the world.

When they came to us, they were unifying everything into a real company. On one side, they had their main challenge website built on Wordpress. On another side, they were building a global events structure. And then there was the eCommerce opportunity. High performance cycling and running apparel designed for athletes crazy enough to attempt an Everesting.

We built and fully customized their Shopify store from scratch. 100 percent custom. UX, UI, theme architecture, conversion logic. Everything.

When we launched, things were working well. The global average order value was around 100 euros. Not bad. But it was basically one product per order. A jersey. A pair of shorts. A single item.

And that was unacceptable.

The Real Opportunity Hidden in Plain Sight

Performance apparel is not a one product category. Nobody trains for an extreme endurance challenge wearing just one piece. You need the full outfit. Top, bottom, socks, maybe a cap, maybe accessories.

So the opportunity was obvious. Increase AOV by selling complete outfits instead of single SKUs.

The problem was technical.

A full outfit meant combining around five products. Each of those products had five or six color variants. If you try to build that using native Shopify bundles, you quickly hit variant limitations. Five products with five variants each explodes into combinations that Shopify simply does not support natively.

We tested every bundle app in the ecosystem. None of them allowed us to build what we really wanted.

So we did what real growth partners do.

We built it ourselves.

Engineering a Custom Shopify Outfit Builder

Instead of using traditional bundles, we developed a fully custom Shopify section. Not an app. Not a workaround. A purpose built outfit builder integrated directly into the theme architecture.

The concept was simple but powerful.

On the right side, users could select multiple products that form a complete outfit. For each product, they could choose the color, the size, and see available variants dynamically updated. On the left side, a live visual representation showed how the outfit looked together.

This was not just a bundle. This was an interactive shopping experience.

We added optional items that could be toggled on or off. We created a dynamic discount logic based on the number of products selected. Three items unlocked a 10 percent discount. Four items unlocked 20 percent. Five items unlocked 25 percent.

Psychologically, it was perfect. The more you add, the more you save. And because these are complementary products, the upsell felt natural.

From a technical perspective, the system added each selected product separately to the cart. The discount was only applied if the user clicked the specific bundle button inside the outfit builder. That ensured the logic was clean and controlled. No accidental discounts. No margin leakage.

Everything was engineered for performance and scalability.

The Results Were Immediate and Brutal

The day we launched the outfit builder, the numbers exploded.

The average order value jumped from 100 euros to 240 euros.

Read that again.

We did not increase ad spend. We did not change targeting. We did not push more traffic. We did not touch the creative.

We simply changed the way people bought.

Customers went from purchasing one item per order to buying three on average. A jersey, matching bib shorts, and accessories. Exactly what they actually needed in the first place.

This single Shopify conversion optimization multiplied revenue by 2.5x without increasing acquisition costs.

That is what real eCommerce growth looks like.

Extending the Strategy Across the Entire Funnel

We did not stop at the main outfit builder page.

Inside individual product pages, we added predefined fast bundles. If you were viewing a jersey, you immediately saw a recommended outfit combination below it. The same discount logic applied. You could select your size and add the bundle instantly.

And if you wanted full control, there was a clear call to action inviting you to create your own bundle inside the outfit builder.

Navigation supported it. Product pages supported it. The homepage supported it.

Then we layered email marketing automation on top.

Every customer who purchased a single product entered a post purchase flow encouraging them to complete their outfit. We allowed them to add additional items with bundle discounts applied across the entire order. That increased customer lifetime value without increasing acquisition cost.

This is what happens when Shopify development, UX strategy, and performance marketing are aligned under one roof.

The Real Lesson for Shopify DTC Brands

Most Shopify brands are obsessed with scaling ads. Very few are obsessed with maximizing revenue per visitor.

If your AOV is low, your margins are squeezed. If your margins are squeezed, scaling paid media becomes painful. If scaling paid media is painful, growth stalls.

The solution is not always more traffic. Often, it is smarter monetization of existing traffic.

Custom Shopify development combined with advanced conversion rate optimization can unlock growth that ads alone will never achieve.

With Everesting, one single feature changed the entire economics of the business.

From 100 euros to 240 euros AOV. From one product per order to full performance outfits. From incremental growth to exponential revenue expansion.

This is what we do at Black Comet. We do not just build beautiful Shopify stores. We engineer revenue systems. We design high converting eCommerce experiences. We create custom features that most brands do not even realize are possible.

If you are running a Shopify DTC brand and your average order value is stuck, maybe you do not need more ads.

Maybe you need better architecture.