Unwilted recreates the flower shop online and lifts AOV by 15.25%

Liz Carter knows how customers buy flowers in person.

She ran fresh flower shops in Colorado for more than a decade. She knows how they browse individual stems, how they mix and match, how the act of selecting matters as much as the final arrangement.

When she founded Unwilted, a direct-to-consumer paper flower brand offering handcrafted stems designed to outlast fresh flowers by years, she had a clear picture of what the online experience needed to do.

As the founder-led business grew, earning features in the New York Times Wirecutter and building a loyal customer base, the website struggled to replicate that in-store experience. Static recommendations, a generic cart, and no bundling infrastructure meant the site wasn't positioned to capture revenue when traffic arrived.

Working with Shopify development agency (and Rebuy partner) Perfect Evolution, Unwilted implemented Rebuy. The result: a 15.25% AOV lift over the last 30 days (cresting at 21.47% during the November shopping season) with Rebuy Bundle Builder™ driving 60% of additional revenue.

Liz Carter, founder and CEO of Unwilted.

Challenge: A complex catalog, a small team, and a buying experience that didn't match the brand

Unwilted's product structure creates real merchandising complexity.

Carter designs the flowers, manufactures them at a factory overseas, receives finished stems, and separates them in-house into single-stem options, build-your-own-bouquet components, and pre-assembled arrangements. Customers need to understand their options, discover complementary stems, and move fluidly from browsing to buying.

Shopify provided a strong foundation, but Unwilted’s evolving merchandising needs required more flexibility. Native theme recommendations surfaced static or irrelevant suggestions. The cart was generic, and the bouquet-building workflow, central to how customers naturally shop for flowers, wasn't supported.

“Rebuy has almost legitimized parts of my brand. The checkout process and how customers interact with the building of a bouquet. It makes sense.”

On top of that, Carter was managing everything from product design to overseas manufacturing to seasonal inventory planning, with limited bandwidth for site optimization.

"To do all of the things that I do and then do all of the website, do all of the bits and bobs, it's just impossible."

Beyond the mechanics, there was a brand problem. Unwilted sells gifts tied to emotion: congratulations, sympathy, love. A clunky or impersonal experience undermines that. The site needed to feel as considered as the product it was selling.

Strategy: Rebuilding the flower shop experience online

Perfect Evolution evaluated solutions and recommended Rebuy as the core personalization layer. Marcus Ohanesian, who leads the agency, had been a Rebuy partner across multiple ecommerce projects before working with Unwilted. For merchants needing something more robust and intelligent than theme-native functionality, it was consistently their first recommendation.

Implementation started with a question: how does an online store replicate the bouquet shopping experience?

The answer: Rebuy Bundle Builder.

“The bundle builder makes it an easy, fluid, seamless experience.”

Building bundles as the flagship experience

The primary implementation was Rebuy Bundle Builder. For Carter, it serves as a product discovery mechanism that mirrors an in-store flower shop. Customers enjoy a full-page bundling experience, able to select individual stems, mix and match, and build a personalized bouquet organically. The structure maps directly to Unwilted's catalog and to how customers already think about the product.

Rebuy Smart Cart™ replaces the default cart

Rebuy's versatile cart flyout upgraded the shopping experience with in-cart cross-sells, relevant recommendations, and a more elevated flow.

Carter noticed the shift immediately: "The [Rebuy] Smart Cart feels like a smoother process. Nicer. A little more concierge."

For a gifting brand, that shift matters. A seamless cart reinforces trust at a moment when customers are making an emotional purchase.

Left: Full-page bundle-building experience. Right: Enhanced cart flyout.

Stronger product discovery across the PDP

Perfect Evolution also implemented one-click dynamic bundles and recently viewed carousels on product pages, helping customers navigate between individual stems and full bouquet options with less friction.

Because Perfect Evolution owned implementation and ongoing optimization, Liz could stay focused on creative direction and product development.

Product page merchandising for Unwilted, by Perfect Evolution. Left: One-click dynamic bundle. Right: Recently Viewed widget. (Both widgets equipped with star ratings and variant selectors.) 

Results: 15.25% AOV lift and a buying experience that fits the brand

A strong product, an expert development agency, a little press, and intelligent personalization have given this small and mighty business what it needs to grow. 

• 15.25% AOV lift (last 30 days)
• 21.47% AOV lift (November 2025 peak)
• 60% of additional revenue attributed to Bundle Builder (last 30 days)

When holiday traffic arrived, the site was equipped to make the most of it. A BFCM discount supported by regular features in Wirecutter drove a notable November revenue spike, and the infrastructure was ready for it.

Beyond the metrics, Carter describes a shift in how the site feels:

"Rebuy has almost legitimized parts of my brand. The checkout process and how customers interact with the building of a bouquet make sense now. It feels like it should."

The onboarding experience was also a standout: "One of the easiest I've done so far. It just seemed to work instantaneously."

What's next

Liz plans to expand her use of Rebuy as inventory scales. More products mean more room to run the platform at full capacity during seasonal peaks.

"I'm excited to crank up the volume when we have more product. Who knows where this can go."

For a small brand with a big vision, personalized merchandising is no longer an issue.