Shopify Plus build for Simply Supplements

Simply Supplements is one of the UK's most established health supplement retailers. With a broad product catalogue, an active subscription customer base, and customers buying in multiple currencies across Europe, they operate at a scale where platform limitations have a real commercial impact.

Growth brings new demands, and Simply Supplements had outgrown what their existing platform could offer. A move to Shopify Plus would give them the headroom to scale subscriptions, streamline fulfilment, and trade confidently across Europe. As a Shopify Plus partner, we know how to make it work for a business like theirs.

Planning and technical specification
We began with thorough planning — covering technical specification, and a full review of the navigation and collection filter structure. The goal was to simplify the existing mega menu and build a more intuitive browsing experience.

Data migration
Products, attributes, categories, pages, blog articles, navigation, collection filters, discount codes, customer accounts, and historic orders were all migrated from the legacy platform. The client's team managed product, customers and order data inhouse, under our guidance and support. We imported pages and articles.

Bespoke Shopify Plus theme design
Bespoke desktop and mobile designs were created for the homepage and product detail pages, built around the Simply Supplements brand identity and subscription model. Alternative branding and navigation were also designed for SimplyGo and VitaPaws, giving each sub-brand its own distinct feel within the same site.

Front-end Shopify Plus build
The approved designs were brought to life with a fully custom front-end build. This covered the homepage and product page templates, theme-wide brand continuity, and a set of features specific to the Simply Supplements product range — including short expiry date messaging and basket logic that manages subscription and single-purchase products correctly.

Subscribe and Save
A full Subscribe and Save program was built, following the approved custom design. Shopify's standard subscription functionality was used to capture new subscribers, with an account page for customers to self-manage their subscriptions.

Multi-currency and multilingual support
The store was set up for GBP and EUR trading. Language support for Italian, French, German, and Spanish was implemented via Shopify Plus expansion stores, with AMO configured to sync stock across multiple stores.

Integrations
The back-end integration work covered a wide range of systems. Google Analytics, Microsoft Clarity, Google Tag Manager, Klaviyo and Feefo were all connected. The AMO integration required the most detailed scoping and testing of any element on the project. Payment methods needed explicit mapping on the AMO side — card payments via Shopify Payments through the system, while PayPal required separate identification. Shopify's API values couldn't be altered without affecting checkout behaviour, so all mapping was handled within AMO.

UAT and launch
Front-end and back-end testing was completed across the full build, SEO continuity was handled through 301 redirects of the migrated content, and performance testing and enhancements were carried out pre-launch. Shopify training was delivered across the UAT phase to make sure the Simply Supplements team were confident in managing the new store from day one.

Technical SEO
With the site live, we completed a technical SEO audit. Any priority actions were documented and handed over for the Simply Supplements team to action. These post-launch actions covered opportunities to improve crawlability, indexing accuracy and content quality across the website.

This wasn't a light theme build. Simply Supplements needed a platform that could handle subscriptions, European trading, a complex product catalogue, and a tightly scoped fulfilment integration — all running reliably at volume.

The AMO integration in particular required close collaboration between Absolute Design, the Simply Supplements team, and AMO support. By testing incrementally and resolving edge cases before go-live, the team launched with confidence that orders would flow correctly from checkout through to despatch and reconciliation.

The numbers since launch back that up. Revenue is up 25% year on year, average order value has increased by 18%, and an uplift of 8% in number of orders. This is a strong early signal that the new website is reaching new people and converting them better than the legacy website did.

The early data suggests the new platform is already growing. With subscriptions, European expansion, and a fully connected fulfilment operation in place, the foundations for long-term growth are well and truly set.