Tote&Carry
01

Audit Overview

Your store's untapped revenue potential — and how to unlock it

Why We Created This Audit

We analyzed totencarry.com the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Fashion stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.

4 Critical
5 Important
2 Opportunities

What We Analyzed

  • UX & Conversion Design11 findings
  • Technology & App StackPlatform + 19 apps
  • Industry BenchmarksFashion

Pages Analyzed

  • Homepage1 findings
  • Collection Pages3 findings
  • Product Pages (PDP)2 findings
  • Cart & Checkout5 findings
Growisto This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
02

UX & Conversion Findings

Page-by-page analysis with visual comparisons against top Fashion stores

Email and SMS Capture Offers No Discount Incentive
None
None
Observations
  • The only email capture is a footer inline form with vague copy: 'BECOME A VIP — SUBSCRIBE TO GET EARLY ACCESS TO DROPS, EXCLUSIVE OFFERS, AND PROMOTIONS.'
  • No specific incentive is offered — no percentage off, no free shipping, no gift. Competitors universally offer 10–15% off or free shipping on first order.
  • No email capture popup appears during homepage browsing (no exit-intent or timed trigger observed). The footer form is the only capture point.
  • Attentive SMS capture is installed but no SMS popup was triggered either — two powerful capture tools are underutilized.
Recommendations
  • Implement a Klaviyo exit-intent or 30-second timed popup offering 10% off first order — this alone can increase list capture rate 3–5x over the footer form alone.
  • Update footer form headline to lead with the specific offer: 'Get 10% off your first order' with SUBSCRIBE button.
  • Update the Klaviyo welcome flow to deliver the discount code immediately upon signup, with a 48-hour expiry to drive first purchase.
  • Configure Attentive to trigger an SMS capture with a separate offer (e.g., 'Text VIP for 15% off') — dual-channel capture maximizes list building.
  • A/B test: 10% off first order vs. free shipping on first order — for a brand with $30–$120 AOV, free shipping may outperform percentage discounts.
No Star Ratings Displayed on Collection Product Cards
Proposed Implementation — Tote&Carry Collection
Proposed Implementation — Tote&Carry Collection
Observations
  • All product tiles on the /collections/backpacks page show: discount badge (e.g. 52% OFF), SOLD OUT label, product name, sale price, and strikethrough original price — no star ratings.
  • Star ratings and review counts are functional and correctly displayed on individual PDPs (e.g., Statement Commuter Backpack shows ★★★★★ (38) above fold).
  • The disconnect means shoppers cannot identify 'best-reviewed' products while scanning the collection — a critical browse-stage social proof gap.
  • US fashion benchmark: 70% adoption for star ratings on PDPs; collection card display is even rarer but directly impacts click-through rates.
Recommendations
  • Enable the review app's collection card widget — most Shopify review apps (Judge.me, Yotpo, Stamped) have a collection widget that auto-injects star ratings below the product title.
  • Show star rating + review count format: ★★★★☆ 128 — enough to signal quality without cluttering the card.
  • Set a minimum review count threshold (e.g., only show stars if ≥5 reviews) to avoid showing low review counts on new products.
  • Prioritize enabling this before catalog restocks — it directly improves click-through on the collection page which drives PDP visits and ultimately conversions.
Entire Main Bag Catalog Is Sold Out — Zero Purchasable Products in Core Categories
None
None
Observations
  • A query to Shopify's /products.json API with available=true returns only 4 products — all from the Elala rideable-luggage sub-brand (Elala Master, P28, Lite, Pro).
  • The main Tote&Carry catalog (backpacks, duffle bags, suitcases, totes, handbags, travel sets) is entirely sold out across all collections.
  • The site is actively running a Memorial Day sale ('UP TO 60% OFF SITE-WIDE') with paid traffic going to collection pages where nothing can be added to cart.
  • Collection cards show SOLD OUT labels alongside heavily discounted prices (e.g., Rs. 3,900 from Rs. 7,800), which creates a frustrating experience — customers see a deal they cannot purchase.
Recommendations
  • Immediately: Ensure all sold-out PDPs have a functioning 'Notify Me When Back in Stock' form tied to an automated Klaviyo flow — demand capture is critical while traffic is running.
  • Suppress sold-out products from the default sort order on collection pages (move to bottom) to surface any available inventory first.
  • Pause or redirect paid advertising away from main catalog collection pages until inventory is restocked — current spend sends traffic to dead ends.
  • Add a 'Restock coming soon' timeline or pre-order option where possible to convert browse intent into list-building signals.
  • For the long term, implement inventory alerting so low-stock products trigger internal reorder workflows before reaching zero availability.
No Quick View Modal on Collection Cards
Proposed Implementation — Tote&Carry Collection
Proposed Implementation — Tote&Carry Collection
Observations
  • Collection product cards contain only: product image, discount badge, product name, sale price, and SOLD OUT label — no quick-view trigger or hover action.
  • Clicking any collection card navigates to the full PDP — there is no way to preview product details or add to cart without a full page navigation.
  • For mobile users, full-page navigation is particularly disruptive when comparing multiple products in a browse session.
  • Alpine.js (loaded site-wide) and Rebuy (installed) both support quick-view modals with minimal development effort.
Recommendations
  • Add a 'Quick View' button that appears on product card hover (desktop) or as a persistent small button below the product name (mobile).
  • The quick-view modal should show: primary product image, color swatches, product name, price, and an Add to Cart / Notify Me button.
  • Use Alpine.js (x-data, x-show) to power the modal — consistent with the site's existing Alpine.js usage and no additional library needed.
  • Alternatively, configure Rebuy's Quick Add panel which can be activated with minimal code changes.
No Trust or Guarantee Badges in the ATC Zone
None
None
Observations
  • The ATC zone shows: product price, color swatches, SOLD OUT button, Notify Me button, delivery estimate, and Add to Wishlist — with zero trust icons.
  • Trust badges DO exist on the page (Secure Checkout, Fast Shipping, 30-Day Returns, 300K+ Orders) but are buried inside a PageFly FAQ section 6,727px below the fold — far below any purchase decision moment.
  • BNPL logos (Shop Pay, Klarna, Afterpay) appear near price but these are payment method labels, not trust guarantees.
  • First-time buyers arriving from paid social ads have no reassurance signals at the ATC interaction point.
Recommendations
  • Add 3–4 trust icons directly below the ATC button: (1) 30-Day Easy Returns, (2) Secure Checkout with lock icon, (3) Free Shipping Over $200, (4) Authentic Luxury Faux Leather.
  • Promote the existing pfaq-trust section elements (already designed) up into the ATC zone — this is a placement fix, not a new design.
  • Use inline SVG icons with short labels, not images, to ensure fast rendering and no layout shift.
  • Test placement: below ATC vs. below Delivery Estimate line to find highest-converting position.
Return Policy Not Visible Within the Purchase Decision Zone on PDP
None
None
Observations
  • The ATC zone sequence on desktop: price → BNPL logos → color swatches → SOLD OUT → Notify Me → delivery estimate → Add to Wishlist → review snippets → product description accordion — then Returns link at 1,174px.
  • The 'Returns' link is only visible after scrolling through reviews and product descriptions — a customer in purchase-decision mode will not scroll this far.
  • A 30-day return policy and a dedicated Redo returns portal exist — the policy infrastructure is solid, but it is not surfaced where purchase hesitation peaks.
  • US fashion benchmark: return policy visibility in the purchase zone is flagged as 'critical' for building first-time buyer trust.
Recommendations
  • Add a compact one-line element directly below the ATC/Notify Me button: '30-Day Easy Returns · Free Exchanges' with a link to the Redo portal.
  • Promote the existing pfaq-trust '30-Day Returns' icon (already designed and in the DOM at scroll depth 6,727px) to sit adjacent to the ATC button.
  • Consider using a small accordion or tooltip: 'Returns & Exchanges ▼' that expands inline rather than navigating to a separate page.
  • Ensure the same return policy signal is present in the sticky ATC bar (if applicable) so it's visible during the scroll.
Cart Order Summary Shows Only Subtotal — No Shipping or Tax Estimate
None
None
Observations
  • The cart Order Summary section contains only: SUBTOTAL (showing product price) and a CHECKOUT button.
  • There is no estimated shipping cost line, no tax estimate, and no order total row — users cannot see their final cost before clicking checkout.
  • The free shipping threshold ($200 / Free shipping) is advertised in the announcement bar but not referenced in the cart summary.
  • Shoppers are forced to discover unexpected costs at checkout — the primary driver of checkout abandonment in US ecommerce.
Recommendations
  • Add a shipping estimate row: 'Shipping: Free (orders over $200)' or 'Shipping: Calculated at checkout' depending on cart value.
  • Add a tax estimate row: 'Tax: Calculated at checkout' to set expectations without requiring a zip code.
  • Add a bolded ORDER TOTAL row above the CHECKOUT button that sums subtotal + shipping + tax.
  • When cart crosses the $200 free shipping threshold, dynamically update the shipping line to show 'Free Shipping Applied ✓' as positive reinforcement.
No Security Indicators or Payment Icons Near the Checkout Button
Proposed Implementation — Tote&Carry Cart
Proposed Implementation — Tote&Carry Cart
Observations
  • The cart Order Summary shows SUBTOTAL, then immediately the black CHECKOUT button — with nothing else in between.
  • No lock icon, no 'Secure Checkout' text, no SSL badge, and no payment method logos appear near the CHECKOUT button.
  • Payment method icons (including Apple Pay, Shop Pay, PayPal) exist in the footer at the bottom of the page, far from the checkout action point.
  • First-time buyers face maximum purchase anxiety at the checkout button — the absence of any security signal amplifies hesitation.
Recommendations
  • Add a row of small payment icons (Visa, Mastercard, PayPal, Shop Pay, Apple Pay) directly below the CHECKOUT button — 24px height icons in a centered flex row.
  • Add a lock icon with 'Secure Checkout' text directly above or below the payment icons.
  • Optionally add '30-Day Returns' as a third line for additional reassurance.
  • This is a 15-minute theme edit — add a static HTML block below the cart form's submit button with the existing payment icons already on the site.
No Free Shipping Progress Bar in Cart
None
None
Observations
  • The $200 free shipping threshold is promoted in the announcement bar ('FREE SHIPPING ON ORDERS OVER $200') but the cart makes zero reference to this offer.
  • Customers in the cart with, say, $150 of items have no prompt telling them they are $50 away from free shipping — a direct AOV uplift trigger is being left on the table.
  • Rebuy engine is already installed and capable of powering a shipping threshold progress bar with minimal configuration.
  • US fashion benchmark: 60% adoption for this feature, making it a growing standard rather than a differentiator.
Recommendations
  • Add a shipping threshold progress bar at the top of the cart page, showing colored progress fill and text: 'You're $X away from free shipping!'
  • Include an 'Add Items' or 'Keep Shopping' CTA that links to a relevant collection to encourage AOV increase.
  • Update dynamically as cart total changes (Alpine.js, already loaded on site, can handle this reactively).
  • When cart crosses $200, update the bar to: 'You've unlocked free shipping! 🎉' as positive reinforcement.
  • Target threshold message to be just above average order value for maximum impact — if AOV is ~$120, the $200 threshold will motivate most customers.
No Working Urgency Triggers in the Cart
Proposed Implementation — Tote&Carry Cart
Proposed Implementation — Tote&Carry Cart
Observations
  • The cart page has no countdown timer, no low-stock indicator, no 'X people have this in their cart' social proof, and no limited-offer messaging.
  • The homepage shows a sale countdown that has expired and is stuck at 00D 00H 00M 00S — this expired timer is visible to all customers and undermines sale urgency credibility.
  • Countdown elements exist in the DOM on the cart page (class: countdown-co) but are hidden with visible:false — the feature was partially implemented and then disabled or broken.
  • Rebuy engine (installed) supports urgency widgets including low-stock warnings and social proof counters in cart — these are not configured.
Recommendations
  • Remove or hide the expired '00D 00H 00M 00S' countdown timer immediately — displaying an expired timer actively signals that the 'limited time' sale is perpetual, eroding trust.
  • When a real sale is running, configure a cart-level countdown showing time until sale ends — Rebuy or a native Shopify countdown app can power this.
  • Add low-stock warnings for items in the cart (e.g., 'Only 2 left in stock') using Shopify inventory data — this is especially relevant when catalog restocks.
  • Configure Rebuy to show 'X other people viewing this right now' social proof in the cart to create purchase urgency without relying on artificial timers.
No Express Checkout Shortcuts (Shop Pay, Apple Pay, Google Pay) in Cart
None
None
Observations
  • The cart checkout flow requires clicking CHECKOUT, then choosing payment method on the checkout page — a multi-step flow.
  • Shop Pay, Apple Pay, Google Pay, and PayPal are all supported at checkout (confirmed via footer payment icons) but not surfaced as one-click shortcuts in the cart.
  • Shopify's native dynamic checkout snippet (which renders Shop Pay, Apple Pay, etc. as prominent buttons) is not enabled in the cart template.
  • Only 10% of US fashion brands offer express checkout — making it a meaningful differentiator when implemented.
Recommendations
  • Enable Shopify's dynamic checkout buttons in the cart template — add {% form 'cart', cart %} dynamic checkout snippet to render Shop Pay, Apple Pay, Google Pay buttons above or alongside the standard CHECKOUT button.
  • Priority order of impact: Shop Pay (1.72x higher conversion vs. standard checkout) → Apple Pay → Google Pay → PayPal Express.
  • Present express checkout buttons with an 'OR' divider above the standard CHECKOUT button so both paths are clearly communicated.
  • This is a native Shopify feature requiring only theme template changes — no additional app cost or third-party integration needed.
03

App Ecosystem

What's installed vs what's missing from best-in-class Fashion stores

19 Apps
Detected
9 Critical Categories
Missing

Present (19)

✓
Klaviyo
Email & SMS Marketing
Active. Detected via static.klaviyo.com scripts. Used for email flows, footer VIP sign-up (Klaviyo list 'JZBVtt'), Back-In-Stock notifications (klaviyo-bis-button-container on PDP), and a custom Klaviyo Reviews integration (productReviews/productRatings Alpine.js widget). Reviews section present but showing 0 reviews — Klaviyo Reviews is set up but not actively collecting/displaying customer reviews yet.
✓
✓
Rebuy
Upsell & Cross-sell / Smart Cart
Active. Detected via cdn.rebuyengine.com. Powers the cart flyout drawer (rebuy-cart), similar products section on PDP (rebuy-similar-products), and a free shipping progress bar in the cart (rebuy-cart__progress-step-wrapper). Also surfaces Klarna 4-installment messaging in cart. Well-integrated.
✓
✓
Gorgias
Customer Support / Helpdesk
Active. Detected via config.gorgias.chat and config.gorgias.help scripts. Gorgias bundle loader confirmed for totencarry.myshopify.com. Chat widget container not visible in DOM on homepage (may be deferred or only on contact/product pages).
✓
✓
Yotpo (UGC / Visual Marketing)
User-Generated Content
Active UGC/photo gallery widget (yotpo-pictures-widget) detected on homepage. This is the Yotpo Visual UGC module, NOT the Yotpo Reviews module. No Yotpo star ratings or review widgets found on PDP. Brand uses custom Klaviyo-powered reviews instead.
✓
✓
PageFly
Page Builder
Active. Detected via cdn.shopify.com/extensions/.../pagefly-page-builder-280/ — 8+ JS bundle files loading on every page. Used for custom landing pages and FAQ sections (pfaq-trust section confirmed). Heavy JS footprint (~300-500KB additional) likely hurting mobile PageSpeed score.
⚠
✓
Attentive
SMS Marketing
Active. Detected via cdn.attn.tv/totencarry/dtag.js (app-embed tag). Attentive is a premium SMS/push marketing platform. Running alongside Klaviyo SMS — potential overlap in SMS capabilities worth reviewing.
✓
✓
Black Crow AI
Predictive Analytics / Personalization
Active. Detected via shopify-init.blackcrow.ai/js/core/totencarry.js. Black Crow AI uses ML to predict customer lifetime value, identify high-intent visitors, and power personalization. Indicates a data-driven growth approach.
✓
✓
Intelligems
A/B Testing / Price Testing
Active. Detected via cdn.intelligems.io/esm/6131f04f26b1/bundle.js. Intelligems is a Shopify-native A/B testing tool specialized for price testing, offer testing, and content experiments. Shoplift A/B testing also detected (shoplift-- class prefixes on homepage sections), suggesting dual testing tools may be in use.
✓
✓
Redo
Returns & Exchanges
Active. Detected via cdn.shopify.com/extensions/.../redo-v1.218268/assets/main.js and shopify-extension.getredo.com/main.js. Redo handles post-purchase returns/exchanges at no cost to the customer (covered by a small premium at checkout). Widget container found in DOM.
✓
✓
Tapcart
Mobile App Builder
Active. Detected via unpkg.com/tapcart-capture-kit@production. Tapcart builds native iOS/Android apps for Shopify stores. The capture kit script handles push notification opt-ins and app install prompts. Indicates the brand has or is building a mobile app.
✓
✓
GRIN
Influencer Marketing
Active. Detected via d38xvr37kwwhcm.cloudfront.net/js/grin-sdk.js. GRIN is an enterprise influencer marketing platform for managing creator relationships, tracking UGC, and measuring influencer ROI. Signals a significant influencer program.
✓
✓
Alia
Post-Purchase Quiz / Identity
Active. Detected via backend.alia-prod.com/public/launcher.js. Alia helps collect zero-party data through post-purchase or on-site quizzes to build customer profiles and personalization.
✓
✓
Glopal
International / Localization
Active. Detected via cdn-redirector.glopal.com/glopal.js. Glopal handles international geo-redirects and multi-currency localization, enabling the Shopify store to serve customers across multiple regions with local pricing and language.
✓
✓
Microsoft Clarity
Analytics / Heatmaps
Active. Detected via scripts.clarity.ms and www.clarity.ms/tag/sz09du6mig. Provides free heatmaps and session recordings. Complements GA4 for behavioral analytics.
✓
✓
Cart Shipping Calculator Pro
Cart Enhancement
Active. Detected via d1an1e2qw504lz.cloudfront.net/shop/js/cart-shipping-calculator-pro.min.js. Adds a shipping rate estimator inside the cart, helping customers see shipping costs before checkout.
✓
✓
Hextom Countdown Bar (via theme integration)
Urgency / FOMO
Partially active. Detected via hbs- prefixed CSS classes (hbs-countdown-bar, hbs-cd-time) from Hextom on homepage. Countdown bar was in 'ended' state (hbs-countdown--ended) during audit — meaning the timer had expired and was showing no active urgency. Not present on PDP.
⚠
✓
Shoplift
A/B Testing
Active on homepage. Detected via shoplift-- prefixed class names on hero sections (shoplift--template--...). Shoplift is a Shopify-native visual A/B testing tool for themes. May overlap with Intelligems (which focuses on price/offer testing).
✓
✓
Google Analytics 4 + Google Tag Manager
Analytics
Active. GA4 property G-ZNGLDCY2N2, GTM container GT-WK2MS8DG, Google Ads conversion tracking AW-743657340. Standard analytics stack.
✓
✓
Facebook / Meta Pixel
Advertising Tracking
Active. Pixel ID 305445839961501. Standard Meta ad tracking for retargeting and conversion optimization.
✓

Missing (9)

✗
Reviews App (Judge.me / Loox / Yotpo Reviews) Critical
Social Proof / Reviews
📈 PDP reviews can lift conversion rate by 15-25%
85% of top US fashion D2C brands display star ratings on PDP
✗
Loyalty & Rewards App (Smile.io / LoyaltyLion) Critical
Customer Retention / Loyalty
🔄 Loyalty programs increase repeat purchase rate by 20-30%
60% of US fashion brands in $1M-$10M revenue range run an active loyalty program
✗
Advanced Search & Filter (Boost Commerce / Searchanise) Critical
Site Search / Navigation
📈 Better search UX lifts search-to-purchase conversion by 10-15%
70% of fashion stores with 50+ SKUs use a dedicated search/filter app
✗
Trust Badge App (McAfee SECURE / Trusted Site / TrustPulse) Critical
Trust & Security Signals
📈 Trust badges in ATC zone reduce cart abandonment by 8-12%
75% of fashion D2C brands show trust badges within the ATC zone on PDP
✗
Sticky Add-to-Cart App (Sticky Add To Cart Booster) Critical
Conversion / UX
📈 Sticky ATC reduces scroll-back friction and can lift ATC rate by 8-15%
65% of fashion D2C brands with PDP pages longer than 3 screens use sticky ATC
✗
Email Pop-up with Discount Incentive (Privy / Wisepops / Klaviyo popup with offer) Critical
Email Capture / Conversion
💰 Discount-incentivized email capture increases list growth by 30-50%
80% of US fashion brands offer a first-purchase discount (10-15% off) in the welcome pop-up
✗
Free Shipping Progress Bar (Hextom FSB or Rebuy configuration) Critical
Cart Conversion / AOV
💰 Free shipping thresholds increase AOV by 15-20% when prominently shown
72% of top Shopify fashion brands show a free shipping progress bar in the cart
✗
Size Guide App (Kiwi Size Chart / Size Matters) Nice-To-Have
Product Information / Confidence
📈 Clear size/dimension guides reduce returns and increase purchase confidence
55% of luggage and travel bag brands include an interactive size/dimension guide on PDP
✗
Urgency / FOMO Trigger App (active on PDP) Nice-To-Have
Urgency / Scarcity
📈 Active scarcity/urgency signals can increase conversion rate by 5-10%
60% of high-converting fashion D2C brands show low-stock or limited-time signals on PDP

App Stack Assessment

19 apps detected, 9 critical gaps identified

Growisto

Confidential — Prepared for Tote&Carry by Growisto | May 2026

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