How Columbia Vietnam almost doubled AOV in one month using Boost Commerce

August 14, 2025

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3 min read

When Columbia Sportswear entered the Vietnamese market, they brought more than just world-class outdoor apparel. They brought a catalog rich in variety, featuring seasonal collections, color variants, technical gear, and casual wear, spanning hundreds of SKUs.

However, with that kind of inventory comes a familiar challenge: how do you help customers find the right product quickly?

Columbia Vietnam knew that their customers weren’t short on buying intent. They just needed better tools to cut through the clutter. Their default search and filter setup wasn’t doing the job, so they turned to Boost Commerce for a solution. After only one month, the results were impressive:

Average Order Value (AOV) nearly doubled month-over-month between March and April
Each visitor generated an average of $76 in revenue

Here’s how AI-powered product discovery changed the game for Columbia, and how it can do the same for merchants like you.

The challenge: How a growing catalog makes discovery difficult

Columbia Vietnam was running into a problem many growing merchants face: their product catalog had scaled, but their site’s native filtering and search capabilities hadn’t.

Shoppers would land on collection pages filled with options, but they lacked the tools to refine those results meaningfully. There was no way to filter by detailed product attributes, such as material, fit, or activity. Search results often missed the mark, turning simple queries into dead ends.

What they needed was smarter discovery, a way to make browsing feel guided, not overwhelming.

The solution: Boost AI for Search & Discovery

Columbia implemented Boost’s Advanced AI Search & Filter solution, which transformed their store’s product discovery experience at every touchpoint. This wasn’t about throwing in a few generic upgrades. Boost delivered targeted improvements that were felt across the customer journey.

Smarter search that guides, not just responds

Instead of relying on basic keyword matching, Boost’s intelligent search understands intent. As shoppers begin typing, they're shown popular and trending search terms, not just based on global trends, but on what real users are searching in Columbia’s store.

Real-time product suggestions while typing

Boost doesn’t just return a static list of search results. As users type, relevant product suggestions are dynamically surfaced, providing shoppers with instant visual cues that keep them engaged and moving toward a purchase.

This real-time suggestions makes searching faster, smoother, and more satisfying.

Great to know: 10 UI/UX Protips for Designing the Instant Search Dropdown.

Advanced filters based on real customer preferences

One of the biggest improvements came from Boost’s advanced filtering system. Columbia customers can now narrow their search using highly specific criteria, from activity type and size to color and weather suitability.

It’s not just filtering, it’s about guiding shoppers to exactly what fits their needs, style, and environment.

Various sorting options that adapt to buying patterns

“Price: Low to High” was no longer enough. Columbia enabled Boost’s advanced sorting features, such as “Best Sellers,” “Newest Arrivals,” and “Related Products,” based on user behavior. The result? A more intuitive browsing experience that lets shoppers sort in ways that reflect their buying mindset.

Merchandising rules that prioritize high-converting products

Beyond filters and sorting, Columbia Vietnam took things a step further by enabling Search Merchandising, which lets them fine-tune how products appear based on real-time store data.

Their approach was simple but powerful:

Boost products tagged as “New” to highlight fresh arrivals
Hide products tagged as “Sold Out” to avoid a dead-end experience.

This ensures that customers always see what’s in stock and relevant, right when they’re ready to make a purchase.

Why does this matter? Because first impressions count.

When a shopper sees newly launched items front and center, it creates a sense of freshness and momentum. At the same time, removing out-of-stock items from search prevents disappointment and drop-offs.

Boost x Tapita: When smart discovery meets better presentation

A key part of this transformation came from the collaboration between Boost Commerce and Tapita, an expert in Shopify storefront design.

Together, we brought color swatches and combined product listings to Columbia’s collection pages. Shoppers can now view all available variants, including different jacket colors, without leaving the collection page.

This may seem insignificant, but the impact is real. It reduces bounce, shortens the path to purchase, and improves customer satisfaction. When users see exactly what’s available upfront, they shop more confidently and convert faster.

We also want to thank Tapita, who played a key role in connecting Columbia with Boost and facilitating this collaboration. Their hands-on support helped bring together the right solutions at the right time, and the results speak for themselves.

Read Tapita’s full case study about Columbia’s First Steps in Vietnam.

The results: Seamless discovery drove higher value from every visit

With Boost and Tapita powering discovery, Columbia Vietnam saw measurable gains*:

AOV increased by 90% from March to April 2025
Revenue Per Visitor reached $76

(*statistics from the Analytics feature of Boost Commerce.)

These aren’t vanity numbers. They show that when friction is removed from the product discovery process, people buy more and feel better about it.

Final words

Your products are great. Your team is investing in ads and social. Traffic is coming in.

But if shoppers can’t find what they’re looking for, or don’t get inspired by what they do see, they won’t convert. And if they do, they’ll spend less.

That’s the bottleneck Boost was built to eliminate.

If you’re a growing Shopify brand sitting on a deep catalog, or even just looking to optimize your top-performing categories, Boost Commerce helps you get more from every visit. More engagement. More cart adds. More revenue.

Ready to see what smarter search and discovery can do for your store?

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Frequently Asked Questions

1. What specific features of Boost did Columbia Vietnam use to improve AOV?

Columbia implemented Advanced Search & Filter, Search Merchandising, and Enhanced Sorting to streamline the shopper journey. These features help customers find products more quickly, while allowing the store to highlight new arrivals and hide sold-out items automatically.

2. How did Boost integrate with other tools on Columbia's site?

Boost worked in tandem with Tapita, a storefront design tool, to enhance the product cards with color swatches and combined product listings. This allowed shoppers to preview all product variants directly from collection pages, reducing friction and increasing conversions.

Ellie Ho

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Content Marketing Specialist

August 14, 2025

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3 min read

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How Columbia Vietnam almost doubled AOV in one month using Boost Commerce

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