Cutter & Squidge is one of the UK's best-known online bakery brands, built by sisters Annabel and Emily Lui from a single market stall in 2013 into an £8m+, self-funded business with a flagship store in Soho and nationwide delivery. They're famous for their "Biskies," artisanal brownies, hand-decorated cakes, and afternoon tea, all made with natural, fruit-and-vegetable colourings and a healthy dash of mischief.

Crucially, Cutter & Squidge isn't just a bakery. It's a gifting brand. Around 80% of revenue comes direct-to-consumer, and a huge share of that is people buying treats for someone else, a birthday, a thank-you, a "thinking of you," a corporate client, a whole team at Christmas.

The challenge: gifting brands outgrow single-address checkout

Standard Shopify checkout is built on the assumption is that one order goes to one address. That works fine for a customer buying a brownie box for themselves. It breaks the moment a customer wants to do what gifting customers actually do: send treats to several people, each at a different address, each with a different message, sometimes each with a different box.

For a brand where gifting is the core business, that's not an edge case, it's the highest-intent moment on the site. A customer sending birthday brownies to six friends, or a founder thanking twenty clients, is exactly the customer who wants to spend the most. And a single-address checkout forces them to either place six separate orders one at a time, email the team and wait, or give up and gift elsewhere.

The friction landed precisely where it hurt most: on the customers with the biggest baskets.

The solution: multi-recipient checkout, built into the storefront

Cutter & Squidge added Send to Many's multi-recipient checkout directly to the cart. From the shopping cart, a customer chooses between "Send to a single address" and "Send to multiple addresses", and from there, one order can reach as many doorsteps as they like.

For each recipient, the customer adds a name and address, picks the exact products that person should receive, writes a personalised gift message, and sets a delivery date. Sending to a whole list, a team, a client roster, a wedding party, they can upload multiple recipients at once from a spreadsheet, or duplicate details across recipients in a click. Send to Many validates every address, splits the basket into individual orders inside Shopify, and schedules each delivery independently.

Without back-and-forth over email, the customer does it themselves, in one checkout, and the incentives are built to reward bigger sends. Free next-day delivery kicks in above a threshold, and high-spend discount tiers (spend more, save a percentage) give multi-recipient gifters a reason to add one more box.

The result is a self-service gifting engine that runs at the exact moment intent is highest that is native to Shopify, and captures the orders single-address checkout used to leak.

The results

5% of all orders in the last month came through multi-recipient checkout. A meaningful, self-service slice of the business that simply didn't exist as a native storefront option before, orders that previously would have been split up, sent to the support inbox, or lost.

Multi-recipient orders carry a 70% higher average order value. When one checkout can reach many people, baskets grow. A multi-recipient order is worth ~1.7x a standard single-address order, which means these orders drive a share of revenue well above their 5% share of order count.

Zero added operational load. Because it's self-service, that higher-value volume flows in without a bigger gifting team, without manual spreadsheet handling, and without white-glove overhead. Address validation and order splitting happen automatically; the team focuses on baking and fulfilment.

What makes it work

It lives where the intent is. The multi-recipient option sits right in the cart, at the decision moment, not buried on a corporate page. Every gifting shopper sees it exactly when they're ready to send.

Per-recipient personalisation at scale. Different products, different messages, and different delivery dates for each person mean a single order can cover a dozen very different gifts without feeling mass-produced. That's the whole point of a gifting brand.

Incentives that reward the send. Free next-day delivery thresholds and high-spend discount tiers nudge customers toward one more recipient, one more box, compounding the natural AOV lift of multi-recipient orders.

Self-service, not sales-service. Bulk upload and duplicate-details tools let a customer send to twenty people as easily as two, so the highest-value orders scale without scaling headcount.

The takeaway

For a gifting-first brand, multi-recipient checkout isn't a nice-to-have feature; it's the difference between capturing your highest-intent customers and watching them work around you. By putting Send to Many's multi-addresse flow directly into the storefront, Cutter & Squidge turned a checkout limitation into its most valuable order type.