From artisan to everywhere: How Melt Chocolates scaled with storytelling, Woo, and Klaviyo

Melt Chocolates is a luxury fresh chocolate brand based in London. Louise Nason started the business in 2005 to provide herself and her young family of chocolate lovers with high-quality, healthier chocolate. Handmade in small batches by world-class chocolatiers from preservative-free ingredients, Melt quickly carved out a niche for premium, sustainable treats. 

Their chocolates are made and sold through two London-based chocolate boutiques and online. They also have an expanding wholesale business. 

Melt offers around 150 products, with a focus on seasonal relevance and creative storytelling. By continuing to blend luxury and craftsmanship, Melt Chocolates delivers both delicious confections and chocolate experiences through in-store events and subscriptions to its growing base of loyal customers. 

We spoke to the team at Melt Chocolates to learn more about how improved ecommerce performance is helping them take their products from Notting Hill to the rest of the world.

Since switching to WooCommerce and Klaviyo, Melt has seen strong digital growth. 

• Currently processing around 10,000 online orders per year. 
• Of the total revenue, 60% now comes from ecommerce.
• Average order value of £80. 

Their platform supports both direct-to-consumer sales 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’s products surged. It became clear that they needed systems that would meet the need to scale without compromising on quality or creativity.

Their previous platforms lacked the flexibility and stability required for this phase. Adding updates, customization, and customer engagement were all more difficult than they should have been.

Their customers were becoming increasingly health-conscious, seasonally responsive, and value-driven; Melt knew it had to stay not just relevant but agile, requiring the right technology to support that shift.

Melt Chocolates migrated to WooCommerce in 2021, giving them complete control over how their website looks and functions.

Our scale needed to keep up with the demand — we moved to WooCommerce and Klaviyo and never looked back. 

— Neus Torreblanca Guerrero, General Manager at Melt Chocolates

Efficient customization tailored for campaigns, product drops, and seasonal updates became simple to execute. Visual storytelling is easier with a flexible frontend and an intuitive backend experience. WooCommerce is powering:

• Seasonal homepage refreshes and campaign launches.
• Pop-ups for discounts and newsletter sign-ups.
• Customer loyalty rewards.
• A clean, immersive site design that reflects the quality of the product.

Beyond design, WooCommerce delivers critical reliability and ease of use. Issues like site crashes have disappeared. Updating or extending functionality is faster and simpler.

People buy through the eyes — combining functionality with creativity in the look of the website has been a huge factor in our success.

— Neus Torreblanca Guerrero, General Manager at Melt Chocolates

In October 2022, Melt added Klaviyo to its stack, and the results have been significant. With Klaviyo’s advanced segmentation, automation, and design flexibility, Melt now delivers more targeted and more engaging communications at scale. Over just the past six months (at the time of writing), Melt has seen a 12.9% increase in subscribers, driven primarily by a 10% off pop-up on the homepage for new sign-ups. 

Klaviyo’s integration with WooCommerce made it easy to connect ecommerce performance with marketing flows. Across core automated email flows, the brand has also seen clear revenue growth when comparing the past six months to the same period in 2024:

Maintaining a consistent brand experience at scale

The key is the ability to scale while remaining on-brand. Melt is proud of the seamless balance between design, function, and storytelling that WooCommerce and Klaviyo support. Whether it’s launching a seasonal campaign, running a new workshop, or onboarding wholesale partners, the platforms are intuitive, reliable, and empowering.

Melt Chocolate’s customers are highly responsive to seasonal promotions, which they can now build without sacrificing brand tone or aesthetics. 

With the addition of more video content in the future, the flexibility to evolve seamlessly is critical.

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, General Manager at Melt Chocolates

Looking to the future, the focus is on international growth and developing a new B2B website for wholesale customers. 

With a digital infrastructure in place to drive its global ambitions, Melt Chocolates is ready to provide a world-class multichannel experience while preserving the artistry they’ve been known for since the beginning.

About

Vanessa Petersen

Vanessa has spent her career writing helpful things for people across the tech space. Outside of work, she enjoys training for triathlon, rotating through hobbies, and exploring new places both urban and natural. She has two fluffy cats, maintains a few succulents, and has far too many books on her TBR shelf.