Third Wave Coffee
01

Audit Overview

Your store's untapped revenue potential — and how to unlock it

Why We Created This Audit

We analyzed https://thirdwavecoffee.in the same way we've audited 350+ e-commerce stores — looking for the specific gaps between your current experience and what top-performing Food & Beverage stores deliver. Every finding in this report is a revenue opportunity backed by industry data and competitive benchmarks.

4 Critical
8 Important
2 Opportunities

What We Analyzed

  • UX & Conversion Design14 findings
  • Performance & Speedvs 3 competitors
  • Technology & App StackPlatform + 11 apps
  • Industry BenchmarksFood & Beverage

Pages Analyzed

  • Homepage3 findings
  • Collection Pages3 findings
  • Product Pages (PDP)4 findings
  • Cart & Checkout4 findings
Growisto This audit was prepared by Growisto — a CRO-led Website development team behind 167% conversion growth for Atomberg, 46% CR lift for TyresNmore, and 350+ e-commerce projects.
02

Performance & Technology

Speed benchmarks, Core Web Vitals, and technology assessment for Third Wave Coffee

50

Mobile PageSpeed Score

Mobile Lighthouse score of 50/100: ahead of Blue Tokai (15) but behind Sleepy Owl (65) and Rage Coffee (58). The lab test is held back by an 11.1s LCP, while layout stability is perfect (CLS 0.000).

Competitive Comparison

Benchmarked against 3 leading Food & Beverage stores in your market

Store Mobile Score Desktop Score Mobile LCP Mobile CLS Mobile TBT
Third Wave Coffee (Client)507211.1s0.000375ms
Blue Tokai Coffee153910.9s0.4611,138ms
Sleepy Owl Coffee65776.6s0.000315ms
Rage Coffee587518.8s0.081182ms
Good
Needs Improvement
Poor

⚠ Note: Blue Tokai Coffee scores lower than Third Wave Coffee on mobile PageSpeed. This reflects the Food & Beverage category average — even established brands in this space struggle with mobile performance. The opportunity is to leapfrog the category, not just match it.

⚡ A 1-second delay in mobile load time can reduce conversions by up to 7%. For every 100ms improvement in LCP, conversion rates increase by ~0.4%. Source: Google/Deloitte, 2024

Core Web Vitals — Google's UX Quality Signals

Sites failing Core Web Vitals may rank lower in Google mobile search results

✗ 2 of 5 Core Web Vitals passed
LCP How fast content appears
11.1s
Target: ≤ 2.5s
Fail
FCP First visual response
4.9s
Target: ≤ 1.8s
Fail
TBT Main thread blocking
375ms
Target: ≤ 200ms
Fail
CLS Visual stability
0.000
Target: ≤ 0.1
Pass
INP Tap/click responsiveness
114ms
Target: ≤ 200ms
Pass

What This Means for Revenue

Third Wave Coffee scores 50/100 on mobile and 72/100 on desktop in Lighthouse lab testing, mid-pack in the specialty coffee set: well ahead of Blue Tokai (15), behind Sleepy Owl (65) and Rage Coffee (58). The silver lining: CrUX field data from real visitors is strong, with LCP at 2.1s, FCP at 1.6s and INP at 114ms, all in the fast band, so returning shoppers on cached connections get a quick experience. The lab gap (11.1s LCP, 4.9s FCP) shows first-time mobile visitors on slower networks wait noticeably longer for the hero to appear, which is where paid-traffic sessions land. Tightening the hero image and render-blocking scripts would let Third Wave lead the set on mobile, not just sit in the middle.

Technology Stack

! 3 of 6 technology areas are confirmed healthy - 3 need attention or could not be verified
Modern Platform

Platform

Shopify

Hosted Shopify storefront with Shopify CDN assets, so platform reliability and security are handled by Shopify.

Custom Theme

Theme

Themekit template theme (custom, UIkit-based)

  • Type: Custom theme built on a UIkit front end
  • Custom build with a UIkit sticky header and jQuery; not a standard Online Store 2.0 theme.
  • Header is fixed but there is no sticky add-to-bag bar on the product page.
Standard, Full-page Cart

Checkout & Payments

Shopify standard checkout (from a full-page cart) via Not verified (payment step not entered during the audit)

  • Guest checkout: not tested end to end (no order placed during the audit).
  • Express checkout: no quick pay button was seen on the cart page.
  • Payment methods were not verified because the payment step was not entered.

Technology Assessment

Third Wave Coffee runs on Shopify with a custom UIkit-based theme and the standard Shopify checkout reached from a full-page bag. The main storefront gaps are on the conversion side (no reviews, no sticky buy bar, no cross-sell in the bag) rather than in the platform itself. Payment methods were not verified.

03

UX & Conversion Findings

Page-by-page analysis with visual comparisons against top Food & Beverage stores

Let shoppers add a favourite coffee to the bag straight from the bestsellers
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Blue Tokai Coffee - Mobile
Blue Tokai Coffee - Mobile
Observations
  • The Bestsellers row shows each coffee as a photo, name, roast and a single grey 'View Product' button carrying the price.
  • There is no add-to-bag button or plus icon on any bestseller tile, so even a repeat buyer who already knows the coffee must open the product page first.
  • Every extra page before the bag is a chance for a returning customer to drop off.
Recommendations
  • Add a one-tap 'Add to bag' button on each bestseller tile with a default size, plus a small size picker for the two bag sizes.
  • Show a short confirmation (button changes to 'Added') so shoppers know it worked without leaving the page.
Standard - quick add on product cards is used by all top food and beverage stores reviewed
Help shoppers find their coffee faster by suggesting results as they type in search
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Proposed Implementation - Third Wave Coffee Mobile Homepage Search
Proposed Implementation - Third Wave Coffee Mobile Homepage Search
Observations
  • Tapping the search icon opens a blank search page with only an empty box.
  • Typing a word such as 'vienna' showed no suggestions, products or popular searches while typing; shoppers must press enter and wait for a results page.
  • With coffee names, roast levels and flavour notes to choose between, instant suggestions would shorten the path to a product.
Recommendations
  • Show matching coffees with a small photo and price in a dropdown as the shopper types.
  • Pre-fill the empty search page with popular coffees and roast shortcuts such as Dark Roast or Cold Brew.
Growing - suggest-as-you-type search is common on specialty coffee stores
Give the top banner a clear shop button so first-time visitors know where to tap first
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Sleepy Owl Coffee - Mobile
Sleepy Owl Coffee - Mobile
Observations
  • The first thing visitors see is a short, narrow rotating banner with a lifestyle message and a few products, and no button or call to action.
  • It is small compared with the screen and gives no clear next step into the coffee range; the first real shopping action only appears after scrolling past the Bestsellers heading.
  • This is the most visible space on the page and currently does not point a new visitor to a purchase.
Recommendations
  • Make the banner taller on mobile with a short headline and a clear 'Shop coffee' button that goes to the coffee range.
  • Use the second slide for a first-order or bestseller message with its own button.
Standard - hero banners with a clear shop button are used by most top food and beverage stores reviewed
Show bag sizes on each coffee card so shoppers can choose without opening every product
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Proposed Implementation - Third Wave Coffee Mobile Collection Page
Proposed Implementation - Third Wave Coffee Mobile Collection Page
Observations
  • On the Coffee Beans range each card shows a photo, name, roast, flavour notes and one price on a grey 'View Product' button.
  • Nothing on the card tells the shopper that a 250g and a 500g bag exist; this only appears after opening the product page.
  • The single price shown does not signal that the larger bag costs more, which can create a surprise later.
Recommendations
  • Show the available bag sizes as small chips on each card and update the price when one is chosen.
  • Use a 'From' price on the button when more than one size is sold.
Growing - size and variant cues on product cards are used by stores with multi-size consumables
Add bestseller tags and ratings to coffee cards so shoppers pick with confidence
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Rage Coffee - Mobile
Rage Coffee - Mobile
Observations
  • Cards carry a name, roast, flavour notes and price but no tag such as Bestseller or New, and no rating.
  • The coffees look equally weighted, so a first-time buyer has no cue about where to start.
  • Social proof at the browsing stage helps shoppers commit to one coffee.
Recommendations
  • Add a small Bestseller or Most loved tag on the top coffees.
  • Show a star rating once a reviews tool is added, and a short 'Good for' line such as 'Great for filter coffee'.
Growing - tags and ratings on product cards are used by leading specialty coffee stores
Replace the folded filter menus with one-tap roast and flavour choices so browsing feels quick
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Blue Tokai Coffee - Mobile
Blue Tokai Coffee - Mobile
Observations
  • The page opens with a stack of four folded filter names (Method, Roast, Flavour, Origin) plus a sort bar before the first coffee appears.
  • The options inside each filter are hidden until tapped, and the folded block pushes the first coffee down the first screen.
  • For a short range, the choices shoppers care about most (roast and brew method) could be one tap away.
Recommendations
  • Show roast and brew method as tappable chips above the products, keeping other filters inside a single Filter button.
  • Make the chips stay visible while scrolling so shoppers can switch without going back up.
Growing - quick filter chips or pills are used by leading coffee stores
Show customer ratings and reviews beside the product name so first-time buyers feel safe to buy
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Rage Coffee - Mobile
Rage Coffee - Mobile
Observations
  • Near the product name and price there are no stars, rating or review count.
  • No review section or customer feedback appears anywhere on the page, from the top to the footer.
  • A first-time buyer spending on a specialty coffee has no proof from other customers at the moment of decision.
Recommendations
  • Add a star rating and review count right under the product name that scrolls to a reviews section.
  • Collect reviews after delivery by email, and show a few short taste-focused quotes near the buy button.
Growing - star ratings on the product page are shown by most top food and beverage stores reviewed
Keep the add-to-bag button in view while shoppers read the long product story
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Rage Coffee - Mobile
Rage Coffee - Mobile
Observations
  • After the buy buttons, the page continues with a long story about sourcing and roasting, a recommendations row and more story sections.
  • Scrolling the page up and down its whole length, only the header stays fixed; no add-to-bag bar ever appears.
  • A shopper who is convinced by the story has to scroll all the way back up to buy.
Recommendations
  • Add a slim bar fixed to the bottom of the screen with the coffee name, price and an Add to bag button once the main button scrolls out of view.
  • Hide it again when the main button is visible so it never doubles up.
Growing - a fixed add-to-bag bar on mobile is used by about half of leading stores
Tell shoppers when their coffee will arrive and let them check their pincode before buying
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Blue Tokai Coffee - Mobile
Blue Tokai Coffee - Mobile
Observations
  • Under the price there is a free delivery line, but nothing on delivery time and no pincode check.
  • Shoppers cannot tell whether the coffee will reach them, or how fresh it will be on arrival, until checkout.
  • Freshness matters for coffee, so delivery time is a key reassurance.
Recommendations
  • Add a pincode box under the price that shows delivery availability and an estimated arrival date.
  • Add a short line such as 'Roasted fresh and shipped soon after you order'.
Growing - pincode or delivery checkers are used by Indian stores
Show several recommended coffees at once with taste notes so shoppers keep exploring
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Blue Tokai Coffee - Mobile
Blue Tokai Coffee - Mobile
Observations
  • The You May Also Like section shows one coffee at a time in a large slider, so shoppers must tap arrows to discover each alternative.
  • Each recommended card carries only the name and price, with no taste note or roast cue to help a shopper choose.
  • There is no quick add on the recommended card, so adding a second coffee means leaving the current product page.
Recommendations
  • Show recommendations as a compact grid or a slider with several cards visible at once.
  • Add a short taste line and a quick add button on each recommended card.
Standard - related product rows are used by most top food and beverage stores reviewed
Offer a tasty add-on in the bag so shoppers can grow their order before paying
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Sleepy Owl Coffee - Mobile
Sleepy Owl Coffee - Mobile
Observations
  • The Shopping Bag shows the item, quantity buttons, a checkout button and a sub total, and nothing else.
  • No recommendations such as another roast, an easy brew pack or a mug appear anywhere on the page.
  • The bag is a natural moment to suggest a second coffee or accessory.
Recommendations
  • Add a short row below the items offering a complementary coffee or brew accessory with a one-tap add.
  • Keep it to a few relevant picks.
Standard - in-cart cross-sell is used by most top food and beverage stores reviewed
Add reassurance near the checkout button so shoppers feel safe to pay
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Proposed Implementation - Third Wave Coffee Mobile Cart
Proposed Implementation - Third Wave Coffee Mobile Cart
Observations
  • The checkout button sits alone with no payment, safe-payment, freshness or returns message around it.
  • Shoppers are about to leave for payment and see no last-moment reassurance.
Recommendations
  • Add a short row under the checkout button with secure payment, accepted payment methods, and an easy returns or freshness promise.
  • Link to the returns policy.
Standard - trust cues near checkout are common across leading stores
Tell shoppers in the bag that delivery is free so they never hesitate at checkout
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Proposed Implementation - Third Wave Coffee Mobile Cart
Proposed Implementation - Third Wave Coffee Mobile Cart
Observations
  • The product page says delivery is free above a small order value, but the bag shows only a sub total with no delivery line or message.
  • Shoppers cannot confirm the delivery cost before leaving for checkout.
Recommendations
  • Show a line near the sub total such as 'Delivery: Free', or a delivery charge line if one applies.
  • If a threshold applies, show a progress message toward it.
Growing - delivery messaging in the cart is used by about half of leading stores
Add a quick pay option beside checkout so busy shoppers can finish in a tap
Third Wave Coffee - Mobile
Third Wave Coffee - Mobile
Proposed Implementation - Third Wave Coffee Mobile Cart
Proposed Implementation - Third Wave Coffee Mobile Cart
Observations
  • The only way forward is a single standard Checkout button.
  • No quick pay option such as a UPI or wallet button is offered beside it.
  • Mobile shoppers who buy coffee on repeat benefit from fewer steps.
Recommendations
  • Add a quick pay button (for example a UPI or wallet express option) next to Checkout.
  • Keep the normal checkout as a clear second option.
Growing - express checkout buttons are increasingly used by Indian stores
04

App Ecosystem

What's installed vs what's missing from best-in-class Food & Beverage stores

11 Apps
Detected
5 Critical Categories
Missing
Third Wave Coffee has a solid marketing and analytics layer but is light on conversion apps: no reviews tool, no cart cross-sell and no live subscription plans on the audited product.

Present (11)

✓
Recurpay Subscriptions
Subscriptions & Loyalty
Installed (the product page queries it) but the audited product returns no plans, so no subscribe option is shown to shoppers.
⚠
✓
Shiprocket Promise (delivery widget)
Shipping & Delivery
Script and iframe load on the bag page, but no delivery estimate or pincode check is visible on the product page.
⚠
✓
RevenueHunt Product Quiz
Personalisation
Powers the Which coffee should you get? quiz section on the homepage.
✓
✓
CleverTap
Email, SMS & Push
✓
✓
PostHog
Analytics
✓
✓
Google Tag Manager / gtag / Google Ads
Analytics & Ads
✓
✓
Meta Pixel
Ads & Tracking
✓
✓
Store Locator (Roseperl / W3Apps)
Omnichannel
Powers the cafe and where-to-buy pages.
✓
✓
NFCube Instafeed
Social
✓
✓
POWR
Page Widgets
✓
✓
Avada SEO
SEO
✓

Missing (5)

✗
Reviews & Ratings App (Judge.me / Loox) Critical
Reviews & Social Proof
📈 Trust at the buying moment
Star ratings on the product page are used by 7 of 10 top food and beverage stores reviewed
✗
Cart Upsell / Cross-sell App (Rebuy / Releva) Critical
Cart & Upsell
💰 Higher order value
In-cart cross-sell is used by 8 of 10 top food and beverage stores reviewed
✗
Predictive Search (Shopify Search & Discovery / Searchanise) Recommended
Search & Discovery
📈 Faster path to a product
Suggest-as-you-type search is common on specialty coffee stores
✗
Loyalty / Rewards Program Recommended
Customer Retention
🔄 More repeat orders
Loyalty programs are used by 5 of 10 top food and beverage stores reviewed
✗
Express Checkout (Shop Pay / UPI wallet) Recommended
Checkout Optimization
📈 Fewer steps to pay
Express checkout is increasingly used by Indian stores

App Stack Assessment

Detection was done from page scripts and requests on the homepage, a coffee range page, a product page and the bag. Recurpay is installed but showed no plans for the audited product, so it is listed as present with a warning rather than as missing.

Growisto

Confidential — Prepared for Third Wave Coffee by Growisto | October 2026

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