Melt Chocolates is a luxury fresh chocolate brand based in London. Louise Nason started her business in 2005 to provide herself and her young family of chocolate lovers with high quality and healthier chocolate. Handcrafted in small batches by premium chocolatiers from preservative-free ingredients, Melt has quickly carved out a niche for premium, sustainable treats.
Their chocolates are made and sold through two chocolate boutiques based in London and online. They also have an expanding wholesale business.
Melt offers around 150 products with a focus on seasonal relevance and creative storytelling. Continuing to blend luxury and craftsmanship, Melt Chocolates delivers both delicious confections and chocolate experiences through in-store events and subscriptions to its growing loyal customer base.
We spoke to the team at Melt Chocolates to find out more about how better e-commerce performance is helping them get their products from Notting Hill to the rest of the world.
Since moving to WooCommerce and Klaviyo, Melt has seen strong digital growth.
- We currently process approximately 10,000 online orders per year.
- Of total revenue, 60% now comes from e-commerce.
- Average order value £80.
Their platform supports both direct sales to customers and a growing number of wholesale partnerships – all while maintaining the brand’s signature focus on design, freshness and presentation.
Post-pandemic demand for Melt Chocolate products has skyrocketed. It was clear that they needed systems that would meet the need to scale without compromising quality or creativity.
Their previous platforms lacked the flexibility and stability required for this stage. Adding updates, customization and customer engagement was more complicated than it should have been.
Their customers were increasingly health conscious, seasonally sensitive and value driven; Melt knew it had to stay not only relevant but also agile, requiring the right technology to support this shift.
Melt Chocolates migrated to WooCommerce in 2021, giving them complete control over how their website looks and functions.
Our scale had to keep up with demand – we switched to WooCommerce and Klaviyo and never looked back.
— Neus Torreblanca Guerrero, CEO of Melt Chocolates
Effective customization tailored to campaigns, product drops and seasonal updates has become easy to do. Visual storytelling is made easier with a flexible interface and intuitive backend experience. WooCommerce is powerful:
- Seasonal homepage updates and campaign launches.
- Pop-ups for discounts and signing up for the newsletter.
- Rewards for customer loyalty.
- Clean, immersive site design that reflects the quality of the product.
In addition to design, WooCommerce offers critical reliability and ease of use. Problems like website crashes disappeared. Updating or extending functionality is faster and easier.
People buy with their eyes – combining functionality with creativity in website design has been a huge factor in our success.
— Neus Torreblanca Guerrero, CEO of Melt Chocolates
In October 2022, Melt added Klaviyo to their stack and the results were significant. Thanks to Klaviyo’s advanced segmentation, automation and design flexibility, Melt now delivers more targeted and engaging communications at scale. In the last six months alone (at the time of writing), Melt has seen a 12.9% increase in subscribers, largely thanks to a 10% discount on the homepage for new signups.
Klaviyo’s integration with WooCommerce made it easy to connect e-commerce performance with marketing flows. Within core automated email flows, the brand also saw clear revenue growth when comparing the last six months to the same period in 2024:
| Email or email series | 2024 (6 months) | 2025 (6 months) | Increase in recaptured income |
| Abandoned browser | £0 | £1.5000 | – |
| Abandoned cart | 100 pounds | £2,000 | 1,900% |
| Abandoned cash register | 4.5 thousand pounds | 12 thousand pounds | 167% |
| After purchase (2 weeks tracking) | £3,000 | £4,000 | 33% |
| Welcome email | 27 thousand pounds | 53 thousand pounds | 96% |
Maintaining a consistent brand experience at scale
The key is the ability to scale while staying on brand. Melt prides itself on a seamless balance between design, function and storytelling, powered by WooCommerce and Klaviyo. Whether launching a seasonal campaign, running a new workshop or recruiting wholesale partners, the platforms are intuitive, reliable and empowering.
Melt Chocolate customers are very responsive to seasonal promotions that they can now build without sacrificing brand tone or aesthetics.
With the addition of more video content in the future, flexibility is critical for seamless development.
We needed tools that could grow with us, and both WooCommerce and Klaviyo gave us the flexibility to evolve while staying true to our creative, customer-first roots.
— Neus Torreblanca Guerrero, CEO of Melt Chocolates
Looking to the future, we are focused on international growth and development of new B2B websites for wholesale customers.
With the digital infrastructure driving its global ambitions, Melt Chocolates is poised to deliver a premium multi-channel experience while maintaining the artistry for which they have been known since the beginning.
Vanessa has spent her career writing useful things for people across the technology space. Outside of work, she likes to train for a triathlon, through her hobbies and by getting to know new places in the city and nature. She has two furry cats, keeps several succulents, and has way too many books on her TBR shelf.