Shop Optimum - Velstar


  • Migration from Tea Commerce on Umbraco to Shopify
  • Subscription Payments
  • Third-party App Integrations
  • UX & UI Design
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Specialists in infection prevention and urology products.


Shop Optimum is part of Optimum Medical (the trusted name in urology), and was developed to give customers more choice, convenience and discretion when it comes to buying continence and infection prevention products.

The Challenge

As COVID-19 continued to take hold in 2020, Shop Optimum recognised the urgent need for easily accessible, high quality PPE and infection prevention products, so extended their offering to meet demand. As their customer base grew, it was becoming more and more obvious their original platform, Tea Commerce on Umbraco, was no longer supporting their business operations and growth ambitions. It was time to move onto a new platform, and quickly.

The Solution

After considering several ecommerce platforms, Shopify was a clear winner. It’s far more scalable, easier to manage and ticked all the right boxes in terms of everything you’d expect from a high performing B2C ecommerce website. Shop Optimum chose Velstar, to bring their vision to life. 

Utilising the brand’s original store design, our team of Shopify experts got to work creating their new store, whilst also making some adjustments to the user experience to improve the overall look and feel of the store. Most notably, we implemented a new mega-menu to the navigation, displaying products and collections in one simple drop-down. This guides customers seamlessly through their shopping journey, allowing them to find the product they’re looking for in fewer clicks. 

During the discovery phase, Shop Optimum highlighted that their account registration form was too limited, so we implemented Bonify Customer Account Fields to create a custom registration form with additional fields, including customer type and country. This will help the brand create robust customer account profiles, i.e., catheter user, clinician or carer, which will inform their overall marketing strategy, as well as increase customer retention rates. 

We also integrated ReCharge, to make it easier for customers to make recurring payments and empower them to become lifelong subscribers. 

And, to help the brand grow revenue through email marketing we integrated Bronto, which will allow Shop Optimum’s marketing team to automate email processes with ease.

Finally, for the checkout process, we wanted to make this completely friction-free in order to reduce cart abandonment and boost conversions. So we utilised Shopify’s AJAX cart, allowing users to add items, update quantities and fetch information about the cart, all without leaving the page they’re on. And we integrated multiple payment gateways including Apple Pay, Paypal and Visa for customer convenience. 

The Results

Clean, quick and scalable, Shop Optimum now has an online store that perfectly represents them and their business needs. Saving them hours of admin work and giving their customers a new and improved shopping experience has led to an immediate increase in sales upon launch.

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