How Numi Tea Drove $471K in repeat purchase revenue with Dataships

Years of DTC growth, but only 2% of contacts marketable

Numi migrated its ecommerce site from a custom WordPress build to Shopify just over two years ago. For a 20-person company, replatforming was a major lift, and once the new foundation was in place, the team went looking for high-impact partners to grow on top of it.

Audience growth was the clearest opportunity. Numi’s email list had grown over years of DTC selling, but checkout wasn’t converting buyers into subscribers: only 2% of verified contacts were marketable. SMS was further behind. That list held roughly 1,000 contacts, built entirely through a website pop-up that offered a deeper discount in exchange for a phone number, the kind of pop-up most shoppers click past on their way to the products.

Compliance carried equal weight. Numi’s brand is built on trust, from ingredient sourcing to sustainable packaging, and the team wanted consent handled with the same integrity.

“We’re small but mighty. We can’t turn every stone and know everything all the time. We really rely on our partnerships for that kind of support to make sure we’re doing the right thing.”

Consent infrastructure that adapts to every shopper in real time

Dataships integrated consent collection directly into Numi’s Shopify site, replacing static opt-ins with consent infrastructure that adapts to each shopper’s location and consent history in real time.

Setup took a single call. Killelea added the code and updated Numi’s policies herself, with the Dataships team following up at every step. When Numi’s legal team reviewed the compliance framework, they returned no feedback, exactly the outcome a small team wants from outside counsel.

The email A/B test made the case: a 2.4% marketing consent rate on the control checkout versus 88.8% with Dataships.

“It felt like the Dataships team was an extension of our team, which is what we want in our partnerships. I barely had to do anything, and it made such an impact. We implemented it and it showed results immediately.”

$471K in repeat revenue from subscribers the old setup missed

Since going live on email, Numi has seen:

• Opt-in rate: 91% marketing consent, up from 2% before Dataships
• List growth: 21,489 subscribed contacts out of 23,634 verified
• Incremental subscribers: 9,683 contacts the previous setup would have missed
• Subscriber value: $60 CLV per email subscriber, up $29
• Repeat revenue: 5,877 repeat purchases, driving $471,577 in repeat purchase revenue

That revenue lands where Numi is strongest: more than 50% of its customers in any given month are returning buyers, and every incremental subscriber feeds that retention engine.

Implementing SMS is next on the roadmap. Numi’s A/B test lifted checkout SMS opt-ins from 0.6% to 3.8% for US shoppers, 6.3X the rate of the previous setup, and the program goes live in full this September.

“Our retention is already so good, so whatever we can do to continue to grow that through programs like this, that build trust with our consumers and bring them back to us, is our key growth driver right now.”