WMW and Yotpo Revamp Emma Bridgewater’s Digital Presence

  • Industry
    Home & Garden
  • Platform & Agency
    Platform & Agency
    Shopify Plus & We Make Websites
  • Challenge
    Modernizing Emma Bridgewater’s online presence to provide a smooth customer journey and support growth
  • Solution
    Implement a powerful tech stack to create a seamless purchase journey and lift key metrics
  • Results
    75% lift in average time on site, 11.3% CVR after engaging with a Yotpo on-site asset, over 30K reviews collected
Iconic UK brand Emma Bridgewater partnered with renowned agency We Make Websites to create a digital strategy fueled by fan passion.


Back in 1984, Emma Bridgewater was looking for a pottery-themed birthday gift for her mother. Frustrated by the available options and unable to find what she was looking for, she decided to take matters into her own hands and create the perfect gift that would go on to become an entire brand synonymous with modern, classic pottery. Since then, Emma Bridgewater has been operating from their factory in Stoke-on-Trent, where they make and decorate all of their products by hand. Their tagline, “Feels Like Home,” reflects their mission of making everyday products feel cheerful, cozy, and fun.  

In 2017, Emma Bridgewater found themselves in the midst of a digital transformation, spurred by the shutdown of their longtime eCommerce vendor. With aspirations of global expansion, they needed a scalable and reliable tech stack that would support their rapidly growing D2C business, handle spikes in demand during sales periods and new product launches, and boost overall performance metrics.

Through Yotpo’s reporting and analytics features, we’ve seen that conversion has almost doubled for shoppers who interact with UGC onsite compared to those who don’t, proving the value of displaying customer content.
Sam Marsh
Sam Marsh
eCommerce Manager, Emma Bridgewater
in average time on site


Emma Bridgewater required a complete site overhaul that included replatforming, enhancing site navigation, PDPs and checkout flow, and an updating to a contemporary visual design. Behind the scenes, Emma Bridgewater needed to ensure that there was a smooth data flow between their platform and ERP systems

Emma Bridgewater has a massive fanbase of highly engaged and dedicated shoppers, and it was imperative for them to be able to showcase that passion on site. They needed a solution that would incorporate their customer community to amplify the shopping experience with social proof.  

In addition to both frontend and backend improvements, Emma Bridgewater was also looking to leverage their revamped online presence to expand beyond the UK. With various areas to improve, design and development agency We Make Websites had ample opportunity to build a new site from the ground up that would enhance the shopping experience and support Emma Bridgewater’s ambitious growth aspirations. 


To fulfill their vision for Emma Bridgewater’s new-and-improved digital presence, We Make Websites began by replatforming to Shopify Plus. This provided the brand with the flexibility to grow fast and scale up without worrying about the website crashing during peak purchasing times, while also integrating with their ERP system and providing a multi-store setup that suited their international model. For the website build, We Make Websites leveraged the Shopify Plus integrations network to power different aspects of the site. 

To showcase Emma Bridgewater’s customers’ passion for the brand, We Make Websites implemented Yotpo’s solutions for Reviews and Visual UGC, collecting thousands of reviews and customer photos, to strategically display that content at key moments in the shopping journey.

Emma Bridgewater’s UK site accounts for nearly 80% of their total traffic, with most of their customer base and resulting UGC originating from the region. To support their expansion efforts, We Make Websites configured Yotpo’s solutions to syndicate UGC smoothly across their US, EU, and Australian sites, helping to establish trust and credibility in their up-and-coming markets.  

The keys to a successful partnership are people and technology. It’s a pleasure to partner with a company like Yotpo that delivers on both and shares similar goals of making a mark on the eCommerce landscape and adding value for our clients.
Piers Thorogood
Piers Thorogood
Co-Founder, We Make Websites
Know your customers’ behavior intimately and let this inform any eCommerce Design and UGC decisions you make. Yotpo is a great tool to achieve this knowledge as their platform includes built-in metrics and user data that can be used for ongoing optimizations.
Jessica Briggs
Account Strategist, We Make Websites