Subscription E-Commerce Platform for an Irish Wellness Brand
Health & Wellness Brand, Ireland · Health / D2C
-71%
Support tickets
Subscription-related volume
+44%
Subscriber LTV
6-month cohort comparison
4.1%
Churn rate
Down from 11.8% monthly
The Challenge
An Irish direct-to-consumer wellness brand selling supplement subscriptions had a Shopify store that couldn't support their core business model. Shopify's native subscription support required three different third-party apps that conflicted with each other, charged per-transaction fees that ate into already tight margins, and made it impossible to offer the flexible "pause, skip, or swap" subscription management their customers were asking for. Customer support was spending 40% of their time on subscription-related tickets — almost all of which required manual intervention.
Our Solution
We built a custom subscription engine on top of Next.js and Stripe Billing, with a self-service customer portal where subscribers could pause, skip, swap products, or update delivery frequency without contacting support. Fulfilment was integrated directly with their 3PL warehouse via API. We built a lightweight internal CRM view so the support team could see a full subscription timeline for any customer in seconds. The checkout was optimised for repeat purchase — returning customers see a one-click reorder flow.
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