How Blueland Boosted AOV 4% and Sales 22× with Shop Campaigns

Challenge: Rising Acquisition Costs and Greenwashing Confusion

After a rapid growth phase during the pandemic, Blueland’s Vice President of Growth, Josh Knopman, noticed that scaling customer acquisition was getting tougher and more expensive. The team wanted to diversify, mixing offline and digital channels to stabilize costs. Their core strategy: educate eco-curious shoppers on spotting greenwashing and guide them toward truly sustainable home cleaning solutions. With benchmarks for average order value and lifetime value in mind, Blueland began evaluating new channels.

Solution: Early Adoption of Shop Campaigns

When Shopify announced Shop Campaigns in Winter ’23 Edition, Blueland jumped in within 48 hours. This quick pilot let them test the waters with minimal overhead. By focusing onnew-customer targetingand tuning bids around AOV and acquisition cost, the team could scale confidently. Within months, Shop Campaigns earned a permanent spot in their advertising mix.

Results: Better Metrics, Less Time

Shop Campaigns allowed Blueland to reach net-new customers exclusively, making optimization straightforward. In 2024, Shop Campaigns delivered a 4% higher AOV compared to their website, drove a 7.5% bump in new-customer LTV, and powered a 22× increase in sales on the Shop app between 2022 and 2023. Despite this growth, managing campaigns took under 30 minutes a week, freeing the team to focus on product innovation and retention.

Key Takeaways

• Piloting a channel quickly can reveal high-value opportunities with minimal effort.
• Targeting net-new customers simplifies campaign optimization and reporting.
• Consistent budget allocation to a high-performing channel fuels sustained growth.
• Shop Campaigns’ setup and precise targeting deliver efficient customer acquisition.
• A 4% lift in AOV and 7.5% rise in LTV demonstrate channel profitability.
• Spending less than 30 minutes weekly on ads frees up team bandwidth for core priorities.