{
  "captured_at": "2026-09-12",
  "purpose": "Cross-category ecommerce benchmark evidence inventory; no creative ranking.",
  "research_priority": [
    {"brand":"BODi","sector":"wellness","product_url":"https://www.bodi.com/products","metric":"checkout conversion +10 percentage points at launch","scope":"checkout/cutover; 1m payment methods and 800k subscriptions migrated","source":"https://www.shopify.com/case-studies/bodi","provenance":"Shopify vendor-reported","limit":"not a whole-PDP conversion result"},
    {"brand":"Murad","sector":"beauty","product_url":"https://www.murad.com/products","metric":"conversion +56%; AOV +17%","scope":"year after Shopify migration","source":"https://www.shopify.com/de/case-studies/murad","provenance":"Shopify vendor-reported","limit":"multiple migration/UX changes; no experimental control"},
    {"brand":"Aje","sector":"apparel","product_url":"https://ajeworld.com.au/collections/new-arrivals","metric":"conversion +135%","scope":"within weeks after upgrade","source":"https://www.shopify.com/case-studies/aje","provenance":"Shopify vendor-reported","limit":"whole-store replatform/mobile optimisation"},
    {"brand":"Caraway","sector":"home","product_url":"https://www.carawayhome.com/products/cookware-set","metric":">$1m revenue; 16x Shop-app orders","scope":"Shop Campaign during 2023","source":"https://www.shopify.com/uk/case-studies/caraway","provenance":"Shopify vendor-reported","limit":"acquisition-channel result, not PDP conversion"},
    {"brand":"Anker","sector":"consumer tech","product_url":"https://www.anker.com/products","metric":"112% YoY website revenue Jan-Jun 2023; 90% payment success","scope":"multi-site DTC replatform and checkout","source":"https://www.shopify.com/case-studies/anker","provenance":"Shopify vendor-reported","limit":"revenue/payment result, not PDP conversion"},
    {"brand":"Huel","sector":"food-wellness","product_url":"https://huel.com/products/huel-black-edition","metric":"£214m FY24 revenue; 25,000+ retail stores","scope":"FY24","source":"https://discuss.huel.com/t/the-fy24-huel-annual-report/26321","provenance":"brand-published","limit":"commercial scale, not conversion"},
    {"brand":"Oura","sector":"consumer tech-wellness","product_url":"https://ouraring.com/product/oura-ring-4","metric":"$908m FY2025 revenue; 4.6m paid members; 80% 12-month retention","scope":"FY2025 / Q2 FY26 member figure","source":"https://www.sec.gov/Archives/edgar/data/2133022/000119312526381855/d119865ds1.htm","provenance":"company SEC filing","limit":"retention/revenue, not purchase conversion"},
    {"brand":"Allbirds","sector":"apparel","product_url":"https://www.allbirds.com/products/mens-tree-runners","metric":"website conversion increased","scope":"after ship-from-store inventory availability across 31 stores","source":"https://www.shopify.com/uk/case-studies/allbirds","provenance":"Shopify vendor-reported","limit":"directional; no percentage; inventory intervention"}
  ],
  "capture_targets": [
    {"brand":"Jones Road","product":"Miracle Balm","evidence":"Octane AI reports 82% quiz completion, 15% of quiz-takers purchasing, and AOV $60 to $90 during Dec 2021-Feb 2022.","source":"https://www.octaneai.com/case-studies/jones-road-beauty","provenance":"vendor-reported","limit":"quiz/advertorial funnel, not overall PDP conversion"},
    {"brand":"Dr. Squatch","product":"Pine Tar","evidence":"Shopify reports mobile conversion and Shop Pay Installments AOV increased.","source":"https://www.shopify.com/nz/case-studies/dr-squatch","provenance":"Shopify vendor-reported","limit":"percentage unavailable in captured source; checkout intervention"},
    {"brand":"Graza","product":"starter","evidence":"selection-only current flagship","provenance":"none captured","limit":"no primary metric captured"},
    {"brand":"Huel","product":"Black Edition","evidence":"£214m FY24 revenue; retail in 25,000+ stores.","source":"https://discuss.huel.com/t/the-fy24-huel-annual-report/26321","provenance":"brand-published","limit":"business scale, not PDP conversion"},
    {"brand":"The Ridge","product":"Aluminum Wallet","evidence":"Ridge calls aluminum its flagship material.","source":"https://ridge.com/collections/aluminum","provenance":"brand product collection","limit":"selection-only; displayed review count is not conversion evidence"},
    {"brand":"HexClad","product":"cookware set","evidence":"Aftersell reports $2.4m incremental post-purchase revenue in 365 days; Alia reports 14-day post-signup conversion 7% to 12%.","source":["https://www.aftersell.com/case-study/hexclad","https://www.aliapopups.com/success-stories/hexclad"],"provenance":"vendor-reported","limit":"post-purchase and lifecycle-signup measures, not overall/PDP conversion"},
    {"brand":"Gymshark","product":"leggings","evidence":"£41m 2017 sales and 5.1m social followers in Shopify case study.","source":"https://www.shopify.com/sg/case-studies/gymshark","provenance":"Shopify vendor-reported","limit":"business scale, not conversion"},
    {"brand":"Oura","product":"Ring 4","evidence":"$908m FY2025 revenue; 4.6m paid members; 80% 12-month retention.","source":"https://www.sec.gov/Archives/edgar/data/2133022/000119312526381855/d119865ds1.htm","provenance":"company SEC filing","limit":"retention/revenue, not purchase conversion"}
  ],
  "recognition_only": ["AG1","Ritual","Glossier","Liquid Death","SKIMS","Eight Sleep"]
}