Client: Moby’s Seafood
Industry: Fresh Seafood Retail and Delivery
Location: Campbelltown, Sydney NSW
Challenge: Expand market reach beyond three physical locations and offer home delivery
Solution: Custom Shopify eCommerce store with automated delivery and order management
Result: New online sales channel, expanded delivery reach across Sydney
The Business
Moby’s Seafood is a Sydney-based seafood retailer sourcing fresh product daily from the Sydney Fish Market. With three Campbelltown locations serving loyal local customers, the business had built a strong reputation for freshness and quality.
The challenge was growth. Their physical locations limited them to customers who could visit in person. To expand across Sydney — reaching customers in suburbs far beyond Campbelltown — they needed a digital strategy. The answer was Shopify.
The Challenge
Moby’s Seafood came to HHP Design with a clear brief: build an online store to offer home delivery of fresh seafood across Sydney, automate the ordering process, and give customers a seamless buying experience.
Several unique challenges came with a fresh food delivery business:
- Delivery date selection: Customers needed to choose a specific delivery date at checkout — they couldn’t simply select standard shipping.
- Delivery zone management: Delivery availability and pricing needed to vary by Sydney suburb.
- Freshness expectations: The website needed to communicate the quality of the product convincingly — this is seafood, and trust is everything.
- Order management: The back end needed to be simple enough for the Moby’s team to manage daily without technical support.
The Solution
Custom Shopify Store Build
HHP Design built a fully custom Shopify store for Moby’s Seafood, designed to communicate the freshness and quality of the product while making the ordering process simple and intuitive.
The design prioritised high-quality product photography, clear product descriptions highlighting daily sourcing from Sydney Fish Market, and a clean, mobile-optimised layout. Sydney customers needed to trust the product before committing to a fresh seafood delivery — the store was built with that conversion challenge in mind.
Automated Delivery Management
HHP Design integrated a delivery date picker at checkout, allowing customers to select their preferred delivery day. The system shows available delivery dates based on the customer’s suburb, respecting Moby’s operational capacity and delivery zones across Sydney.
Orders are automatically organised in Shopify’s admin by delivery date and suburb, giving the Moby’s team a clear daily dashboard — without any manual sorting.
Sydney Delivery Zones
We configured Shopify’s shipping settings to calculate delivery fees based on the customer’s Sydney suburb, ensuring accurate delivery pricing at checkout. Suburbs outside the delivery zone receive a clear message with alternative options.
Mobile-First Design
The majority of Moby’s customer base access the web on mobile. The entire store was built with mobile as the primary experience — fast loading, thumb-friendly navigation, and a streamlined mobile checkout that minimises steps between browsing and ordering.
The Results
✅ New online sales channel launched successfully
✅ Delivery reach expanded across Sydney far beyond the three Campbelltown stores
✅ Automated delivery management — no manual order sorting required
✅ The Moby’s team manages the store independently day-to-day
✅ Customer experience streamlined from browse to order confirmation
The Shopify store gave Moby’s Seafood what their three physical locations couldn’t — geographic reach. Customers from across Sydney can now discover Moby’s online, browse the product range, and schedule a fresh seafood delivery to their door.
What This Project Demonstrates
The Moby’s Seafood project shows how Shopify can solve real business problems for local Sydney businesses — not just traditional retail stores. Any business that sells a product benefiting from online ordering and delivery can leverage Shopify effectively.
Frequently Asked Questions
Can Shopify handle fresh food or perishable product delivery?
Yes. With the right configuration and apps, Shopify can manage delivery date selection, delivery zone restrictions, and order management for fresh food businesses. HHP Design has built exactly these types of stores for Sydney businesses.
How much does a custom Shopify build cost for a food delivery business?
Custom Shopify builds at HHP Design start from $2,500 + GST for standard stores. Stores with custom delivery logic and zone management are priced on scope — contact us for a free quote.
Can I see more HHP Design case studies?
Yes. Visit hhp-design.com.au/our-work to browse our full portfolio, including case studies across retail, food and beverage, fashion, government, and B2B industries.