Brewing better commerce: How Senza Tea redefined their checkout with FERO
When your mission is to eliminate bad tea from the world, your checkout can’t be the weakest link. Senza Tea partnered with FERO to remove friction from their webshop and unlock the full potential of their new brand and proposition.
“We thought our issue was visual. It turned out the real bottleneck was the checkout experience. Once FERO stepped in, our non-wholesale conversion effectiveness increased significantly.”
Meet Senza Tea
Why is coffee taken seriously out of home, while tea is still treated like a dusty bag in a cup? That question led to the creation of Senza Tea. For over a decade, the team has worked to replace low-quality tea with real, loose-leaf alternatives — made easy through smart dispensing. Their latest system, launched alongside a full rebrand and new webshop, aims to make tea bags out of home truly obsolete.
When a strong brand met a silent conversion killer
Following the launch of the new website, the team noticed something worrying. While wholesale continued to perform as expected, non-wholesale conversions were underwhelming and didn’t reflect the strength of the new brand or proposition. At first, the assumption was that the issue lay in messaging or positioning. But after FERO analysed user behaviour in depth, the real problem became clear: the checkout flow itself was the bottleneck.
“We didn’t have a branding issue. We had a checkout issue. Fixing that changed everything.”
FERO identified multiple friction points and rebuilt the checkout to be faster, clearer, and more intuitive, all without disrupting Senza Tea’s complex B2B and B2C setup. The impact was immediate.
From “we just want it to look better” to a 8.3% performance lift
Senza Tea's original goal was simple: improve the visual appearance of the checkout. But once FERO walked him through the broader performance logic behind high-converting checkouts, from payment flows and speed to behaviour-driven UX and conversion mechanics, the scope quickly expanded.
Even with a hybrid webshop combining B2B and retail, layered custom rules, and different commercial flows, FERO delivered a fully tailored checkout experience that worked seamlessly across the entire setup.
“I was surprised by how many customisations were possible. Our shop is structurally quite complex, and FERO handled that really well.”
Senza Tea validated the rollout through structured testing and real-world performance tracking. The results delivered immediate confidence in their new proposition and confirmed that the core issue had never been the product itself, it had always been the checkout experience.
An adaptive checkout engine that uses predictive AI to automatically adjust, showing the right design, layout, or payment option based on the shopper's behaviour. It integrates easily with ecommerce platforms and can be deployed in under 10 minutes.
A specialist solution for a specialist brand
Senza Tea wasn’t looking for another generic plugin. They needed a partner who truly understood complex business models, performance-driven decision making, and the realities of scaling a fast-growing brand. What mattered most was not the mechanics behind the solution, but whether it delivered real commercial impact.
“In the end, it doesn’t matter how you do it, what matters is that sales go up. And that’s exactly what FERO delivered.”
As one of the early WooCommerce clients on the platform, Jeroen also highlights how quickly the FERO team responded and iterated during the rollout phase. What stood out was the speed and effectiveness with which everything was resolved and stabilised into a seamless experience.
“What impressed me most was how fast everything was addressed.”
Looking ahead: innovation as a shared roadmap
With the optimised checkout now live and performing, Senza Tea is focused on scaling their impact, both in tea innovation and digital performance.
From AI-driven commerce to new discovery channels, Jeroen sees FERO as a long-term strategic partner, not just a checkout provider.
“I would definitely recommend other WooCommerce stores to just start with FERO and let them do their magic. If it leads to 20% or even 30% growth — why wouldn’t you?”