A Leeds retail-fintech brand · £55K → £340K MRR.

This archetype is a slice of Leeds retail-DTC we ship into reliably. Picture a mid-market consumer-goods operator at £55K MRR, sitting in the Asda-supplier or Bullring cohort and selling into both retail and DTC. It runs Shopify Basic checkout with no formal BNPL stack, even though its young buyer cohort is BNPL-comfortable.

There's no checkout fraud detection layer either. And conversion drags hardest in the cart-to-checkout transition.

Three structural problems compounded the growth ceiling. First, the default Shopify checkout didn't merchandise BNPL tiers correctly. Klarna and Clearpay logos sat buried below the fold, product pages carried no “from £X / month” messaging, and Shop Pay wasn't enabled.

Second, fraud chargeback was running at 0.4%. That's high enough that Shopify Payments was flagging the account. Third, the post-purchase flow sent no finance-trail email to BNPL-using buyers, which left 30% of soft-fraud disputes unresolved.

Workstream 1 · Shopify Plus migration with checkout extensibility. We migrated the store to Shopify Plus and built checkout extensions that merchandise Klarna, Clearpay, and Shop Pay properly. Product detail pages gained “from £X / month” messaging.

Workstream 2 · Fraud detection + chargeback recovery. We built a custom fraud-detection layer with Stripe Radar-style scoring, automated chargeback recovery, and a review workflow for fraud flags on high-value orders. The chargeback rate dropped from 0.4% to under 0.1%.

Workstream 3 · Post-purchase finance flow. BNPL buyers now get a post-purchase email sequence: installment confirmation, payment-schedule reminders, and dispute-prevention copy. Soft-fraud disputes dropped 67%.

Workstream 4 · Klaviyo flow architecture + cohort segmentation. We rebuilt Klaviyo flows segmented by BNPL-buyer versus full-pay-buyer cohort: post-purchase, browse-abandon, cart-abandon, and lapsed-cohort winback. Email revenue share moved from 12% to 31%.

Workstream 5 · Looker Studio dashboard. A Looker Studio dashboard now ties BNPL attach rate, fraud chargeback, and cohort revenue together. The founder team can see checkout and finance health in one place.

If you run a Leeds retail-DTC brand in the £40K to £150K MRR range, this pattern probably feels familiar: BNPL-comfortable buyers, a default Shopify Basic checkout, no fraud-detection layer. It's one of our most-shipped Yorkshire engagement shapes. The 12-week timeline holds steady, and metrics typically land within plus or minus 20 percent.

Five capabilities transfer directly. Shopify Plus migration with checkout extensibility. A fraud detection and chargeback recovery layer. A post-purchase finance flow for BNPL-using buyers. Klaviyo BNPL-aware flow architecture. A Looker Studio dashboard tying BNPL attach, fraud, and cohort revenue together.

Every Leeds engagement starts with a 30-minute discovery call. Scope, timeline, and budget come back in writing within 48 hours.