Historic Black Friday

Pitas scales up sales with Growth strategy on Black Friday

Challenge

In 2024, WalkinPitas faced a critical situation: the loss of approximately 50% of its stock just before Black Friday. This not only limited the catalog but also directly impacted the entire business growth system.

Acquisition capacity was reduced, the CRM lost efficiency by not being able to properly activate demand, and the business had no room to scale at the most important time of the year. The problem was not tactical but structural: the channels were not prepared to operate in a coordinated manner in an adverse context.

The goal for 2025 was not simply to recover sales, but to rebuild a system that would allow for controlled, efficient, and long-term growth.

The Solution: From Isolated Channels to a Growth System

Webmefy defined a change of approach: to build a system where SEO, Paid Media, and CRM would work in a coordinated way, connecting data, activation, and business.

The focus was not on performing more actions, but on impacting the entire funnel:

Visibility → Consideration → Conversion → Recurrence

Acquisition: visibility + efficient scale

SEO was used as the basis for medium-term growth, optimizing the site structure, indexing, and internal linking, with the aim of increasing authority and capturing non-branded traffic.

In parallel, Paid Media was activated as a controlled scaling lever, with a diversified strategy in Meta and Google aimed at maximizing conversions and profitability.

Meta: campaign optimization by type (generic, collection, categories)
Google: activation of Performance Max to maximize coverage and efficiency

Result: more qualified traffic and greater ability to scale

CRM: from channel to revenue engine

The CRM became a central piece of the system.

An automated workflow architecture was designed to cover the entire customer journey: from acquisition to reactivation, including welcome series, product viewed, and recovery.

Advanced behavior-based segmentation was also implemented, allowing for personalized messages and improved conversion.

The strategy was expanded internationally, adapting campaigns and workflows to different markets.

Result:

+119% in revenue YoY
43% of total revenue generated by CRM

Activation: product + timing + orchestration

Growth was not only captured, it was activated.

The launch of the SS26 collection was a coordinated effort across channels, becoming a key moment for demand generation.

↳ 57% of the day's revenue came from the launch

Shopify: optimization for conversions

The technological base was optimized to improve conversion and user experience, aligning the site with campaigns and user behavior.

Not just attracting traffic, but converting it better

Impacto en negocio

Black Friday 2025: validación del sistema

Más sesiones, más pedidos, mejor conversión y crecimiento claro en ventas netas.

+311%

en ventas netas.

Ventas

+258%

en pedidos durante Black Friday.

Pedidos

+129%

en tasa de conversión.

Conversión

2026: crecimiento sostenido

El crecimiento no se quedó en un pico puntual. Se consolidó.

+90%

en pedidos.

Pedidos

+94%

en ventas brutas.

Ventas

+34%

en tasa de conversión.

Conversión

Paid Media escala con eficiencia

La evolución de 2026 también muestra una mejora en la eficiencia de adquisición, con mayor conversión en Meta y crecimiento de ventas atribuidas a Google.

CRM como motor del negocio

El negocio avanza hacia un sistema donde la adquisición genera demanda cualificada, el CRM monetiza y fideliza, y la conversión maximiza el valor.

Un modelo más predecible

Menos dependencia de picos puntuales, más control del crecimiento y una base más sólida para escalar con eficiencia.

Growth is not recovered, it is built

Pitas has transitioned from a situation of operational fragility to a structured growth model, where channels work in a coordinated manner and the business can scale sustainably.

We are currently continuing to work on this system, continuously optimizing profitability, especially in reducing returns, and evolving the strategy to maximize long-term customer value.

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