End-to-end Shopify build and migration for an established skincare brand

Before partnering with craftberry, a beauty Shopify agency, Biotrade had already expanded far beyond a single sales channel.

In online stores. In drugstores. On Amazon, eBay, and other major marketplaces. Wherever people look for serious skincare, the brand shows up.

This reach did not happen overnight. Over the years, Biotrade built a broad and demanding commerce ecosystem to support its international growth.

At its core sat a WooCommerce-powered online store, handling direct-to-consumer sales across multiple countries.

Growth, however, comes at a price.

Selling internationally across so many channels made daily operations harder to control.

Orders, stock availability, pricing, and fulfillment had to stay in sync at all times. What once felt manageable slowly turned into friction.

On the digital side, the cracks started to show. The WooCommerce setup struggled with speed and performance.

Navigation felt heavy. Content updates took more effort than they should.

This was not about a fresh coat of paint. Biotrade needed a platform that could keep up, simplify operations, and support the next phase of growth without slowing the business down.

At the core of the redesign was getting close to Biotrade’s customers.

Our UI/UX team looked at what problems they try to solve, what questions block their decision, and how they expect a skincare store to guide them from first click to checkout.

We grounded every decision in data. We analyzed performance and behavior from the previous store and mapped the competitors.

With craftberry’s experience designing Shopify stores for beauty brands, we knew education had to play a central role.

Shoppers needed clear guidance around product use, expected results, and selection without turning the experience into a textbook.

Our senior design team focused on balance. We delivered the depth of information users need to feel confident, while keeping the interface clean, calm, and visually aligned with a premium skincare brand.

With the visual direction, data insights, and eCommerce best practices, we crafted a polished, conversion-ready design.

The craftberry design team began by stepping back and examining the broader context of FitSpo’s business and category.

Visually, the new store had to feel clean, bright, and energetic, with the playful tone that defines the FitSpo brand.

From there, our focus moved from aesthetics to evidence.

Our UI/UX designers relied on extensive market research and insights from FitSpo’s existing store data.

Our approach is focused on presenting a clear, compelling offer, positioned strategically:

- Designed the buy box as the primary conversion zone - free shipping messaging, a transparent delivery timeline, a prominent customer review, and contextual upsells within a single, focused area.

- To support fast evaluation, we’ve added key selling points at the top of the product detail pages, alongside nutritional information.

- Further down the page, we’ve added verified customer reviews, ingredient breakdowns, product comparisons, and created data-driven educational sections to support the decision process

The result is a vibrant, persuasive shopping experience, crafted specifically for health supplement ecommerce.

Migration

Once we finalized the design, we moved into the migration from WooCommerce to Shopify.

The craftberry team planned the migration in detail, covering products, customers, order history, and all critical store data.

We defined the data structure upfront to avoid inconsistencies and risk during the transfer.

Preserving SEO performance was a key priority. We handled URL mapping carefully and validated data at every step to prevent traffic loss after launch.

To manage large data volumes and maintain full control over the process, we used Matrixify for structured imports and exports.

This allowed our developers to migrate data accurately and resolve edge cases without manual intervention.

The migration completed with all essential data preserved and a Shopify setup ready to support Biotrade’s scale and international growth.

Custom theme development

After finalizing the design, our developers translated it into a fully custom Shopify theme built to support Biotrade’s scale, performance requirements, and long-term flexibility.

We developed every component, keeping the store agile as campaigns, products, and priorities evolve.

The Biotrade team can now update content, layouts, and key sections without developer support.

Biotrade operates two Shopify storefronts: one for Europe and one for the UK, both powered by Shopify Markets.

This setup gives the team centralized control over pricing, content, and operations, while supporting market-specific requirements.

The structure allows Biotrade to scale internationally while keeping each market aligned with local needs.