GaziBurma: Meeting local delicacies online

Case Study: GaziBurma — From Traditional to Digital, Global Flavor Experience with Shopify

Brand: Gaziburma
Sector: Dessert/Food/E-commerce
Platforms: Shopify.com
Project Duration: 2024 Q3 — 2025 Q1
Target: By making the traditional dessert brand visible in the digital world, creating an online sales channel and spreading brand awareness throughout Turkey.

1. Background and Problem Definition

From the established dessert brands of Gaziantep Gaziburma, has had a strong customer base at the local level for many years. However, because there was no digital sales channel, out-of-town demands were met through manual ordering processes, which led to a loss of sales.

The purpose of the brand:

• Traditional products with a modern ecommerce infrastructure Making it accessible throughout Turkey.
• From Google and map-based channels location awareness and orientation create.
• Standing out in searches for “Gaziantep dessert” in digital grow organic and advertising-based traffic.

2. Solution Approach

As the Nodus Works team, we approached the project on two axes, both technical and strategic:
(1st) Setting up a performance-oriented ecommerce system on Shopify,
(2nd) Accelerate sales transformation with location-based digital marketing strategies.

3. Technical Application Process

3.1 Shopify Configuration

• Theme Selection and Customization:
  • Focused on speed, mobile compatibility and visual simplicity Shopify Dawn It was based on the theme.
  • Product pages such as “dessert type”, “sorbet ratio”, “weight” custom metafield fields have been added.
• Integrations:
  • Ease of local payment is provided with Shopify Payments+iyzico integration.
  • Shopify Marketplace Different shipping policies were defined for out-of-town shipping regions using.
  • Google Merchant Center, Search Console, and Meta Commerce API integrations were made.

3.2 SEO and Structural Optimization

• Product and category URLs have been restructured:
  gaziburma.com/products/pistachio-baklava switched to format.
• Added schema.org structured data (Product, LocalBusiness).
• Via Shopify Liquid theme H1, meta title and structured data The fields have been made dynamic.
• Page load time with visual optimization (conversion to WebP format, lazy-load) %41 improved.
• Lighthouse score mobili 94, Desktops 98 has risen to its level.

3.3 User Experience and Conversion Optimization

• Product filters have been simplified to “Dessert Type/Sorbet Density/Grammage”.
• Added algorithm “Sweet recommendations” after adding to cart (cross-sell module).
• Checkout has been reduced to 3 steps (address — payment — confirmation).
• CTA buttons on mobile are designed in a fixed position.
• Optimized banner areas with heat map and scroll analysis.

3.4 Google Maps & Advertising Integrations

• Profilo di Google Affari By optimizing:
  • Updated business hours, menu, product images and location verifications.
  • Added “Redirect to order with navigation” stream.
• Google Ads — Search & Maps Campaigns:
  • Long-tail words such as “Gaziantep baklava order”, “baklava delivery outside the city”, “pistachio feast” were targeted.
  • City-based campaigns (Istanbul, Ankara, İzmir) were managed in separate advertising groups.
  • Google Ads Conversion API Verified conversion tracking by integrating with Shopify.

4. Results and Achievements

Gazibursa not only built ecommerce presence with Shopify infrastructure and location-based marketing strategies; but also strengthened local brand awareness on a national scale.

• Online order rate from outside Gaziantep of total sales to 37% reached.
• Visibility in organic searches by brand name to the first 3 rows came out.
• Google Business Profile has become a direct revenue-generating sales channel.

. Technologies and Tools Used

• Shopify.com, Shopify Markets, Liquid Custom Development
• Google Ads, Google Maps, Google Merchant Center, Console de busca
• Hotjar, GA4, Tag Manager, Looker Studio Dashboard
• Cloudflare CDN, TinyPNG, WebP Conversion Scripts

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