HealthPost

The
Project

Platform

Shopify Plus

Services

UX/UI & CRO

Data Driven UX & UI

Mobile / Desktop

Data

SEO

Competitor Landscape Analysis

Keyword & Audience Research

SEO Migration

Technical Audits

Technical Optimisation

Development

AI & Personalisation (Technology)

Applications & Extensions

Platform Implementation

Subscriptions & Loyalty

Systems Architecture (Strategy)

Client Success

For over two decades, HealthPost has been New Zealand's go-to online destination for natural health, organic food, and eco-friendly household products. A certified B Corp and Zero Carbon business, HealthPost serves hundreds of thousands of health-conscious consumers across New Zealand and Australia, with a product range spanning supplements, skincare, organic pantry staples, and sustainable living essentials. As part of the TFC Group alongside Nourished Life and Flora & Fauna, HealthPost sits at the centre of Australasia's largest natural wellness e-commerce ecosystem.

Despite strong brand loyalty and a passionate customer base, HealthPost's BigCommerce platform was becoming a bottleneck. The search and merchandising experience couldn't keep pace with a catalogue of over 1,300 products, site performance was inconsistent, and the technology stack lacked the flexibility to support the subscription model, loyalty programme, and personalised shopping experience that HealthPost's growth demanded. With sister brands already on Shopify, the strategic case for migration was clear - but executing it without disrupting a business that processes orders around the clock required precision.

OVERDOSE partnered with HealthPost on a full-service migration from BigCommerce to Shopify Plus, delivering UX design, front-end development on the Basecamp framework, data migration, SEO migration, analytics implementation, and a tightly integrated technology ecosystem. The project spanned both the healthpost.co.nz and healthpost.com.au storefronts, launching in February 2026 to immediate positive results and exceptional client feedback.

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Integrations

HealthPost's commitment to customer experience extends well beyond the storefront. The technology ecosystem was designed to support a wellness-first shopping journey — from personalised product discovery through to post-purchase loyalty and subscription management. Klaviyo powers the email and SMS programme across a database that had grown to over 500,000 profiles, while Yotpo handles both product reviews and the loyalty and rewards programme that incentivises repeat purchases.

Rebuy delivers personalised product recommendations across the site, surfacing relevant wellness products based on browsing behaviour and purchase history. Gorgias provides the customer support layer, integrating directly with Shopify order data so the support team can resolve queries without switching platforms. Elevar manages the analytics pipeline, ensuring GA4 and Meta tracking fires accurately through a server-side GTM implementation. On the fulfilment side, Starshipit and ReadyToShip handle shipping rate calculation and label generation across both the NZ and AU markets, while Shopify Flow automates product tagging and operational workflows that previously required manual intervention.

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Challenges  
+ Solutions

Challenge 01

Choosing the Right Search and Merchandising Platform for a Specialist Catalogue

The hardest decision of the project wasn't a technical one — it was choosing the right search tool. HealthPost's catalogue spans supplements with complex ingredient lists, organic food with dietary filters, and household products with sustainability certifications. The search experience needed to understand these attributes and surface relevant results for health-conscious shoppers who search with intent. The team evaluated multiple options, and the decision-making process became the single biggest factor in the project timeline shift.

SOLUTION

OVERDOSE worked through a structured evaluation of search platforms, starting with Shopify's native Search & Discovery, progressing through Searchanise, and ultimately identifying Nimstrata as the long-term solution. Rather than delaying launch further, the team made a pragmatic decision to go live with an interim search solution while planning the Nimstrata rollout for the post-launch phase. This approach kept the project moving without compromising on the long-term vision — HealthPost now has a clear roadmap to a search experience purpose-built for their catalogue complexity, backed by Google's AI capabilities.

Challenge 02

Migrating Three Years of Customer and Order Data Without Disrupting a 24/7 Business

HealthPost processes orders around the clock. The data migration needed to move products, customers, three years of order history, active gift card balances, blog content, and product reviews from BigCommerce to Shopify — all while the business continued trading. Customer passwords couldn't be migrated due to Shopify platform limitations, meaning every existing customer would need to re-authenticate. Any gaps in order history would impact the support team's ability to service existing customers.

SOLUTION

OVERDOSE used Matrixify for the bulk data migration, executing in carefully staged phases: products first, then customers, then order history in annual batches (2022, 2023, 2024, 2025, and a final 2026 delta). Gift card balances were migrated separately to preserve active customer credits. A launch-night delta migration captured any customers, orders, and gift cards created between the final pre-migration snapshot and the DNS switch. The team executed the cutover late at night to minimise the window of disruption, with the site going live the following morning. Blog content was migrated and URL structures preserved to protect SEO equity.

Challenge 03

Preserving Organic Search Equity Through a Full Platform Migration

HealthPost had built substantial organic visibility over years of consistent SEO investment. A platform migration that changed URL structures, page templates, metadata, and site architecture carried significant risk of ranking drops — particularly for high-value category and product pages that drove consistent organic traffic.

SOLUTION

Leslie Tan led a comprehensive SEO migration strategy that began with a technical audit of the Shopify staging environment weeks before launch. The team mapped every existing URL to its Shopify equivalent, implemented 301 redirects, migrated all on-page SEO elements (titles, descriptions, schema markup), and established a four-week post-launch monitoring protocol. A go-live SEO audit was completed within a week of launch, identifying 13 action items that were prioritised and resolved. Organic rankings and share of voice trended upward post-launch with no sharp declines, and all major technical SEO fixes were live and working within days.

Challenge 04

Integrating a Complex Loyalty and Reviews Ecosystem Mid-Migration

HealthPost's Yotpo implementation spans both product reviews and a loyalty and rewards programme that customers actively use. Migrating review data, loyalty point balances, and reward tiers from BigCommerce to Shopify required coordination with Yotpo's migration team — a third party with their own timelines and processes. Any gap in review visibility would impact conversion, and any loss of loyalty balances would erode customer trust.

SOLUTION

OVERDOSE coordinated the Yotpo migration in batches, with the first tranche of reviews migrated ahead of launch and a second batch scheduled for launch day. When Yotpo's responsiveness became a friction point — with missed timelines and inconsistent documentation — the team escalated directly and managed the gap to ensure no visible disruption to customers. Loyalty point balances were preserved through the migration, and the team identified post-launch UX improvements to be prioritised in the retainer phase.

Challenge 05

Building a Scalable Design System on a Tight Build Timeline

HealthPost needed more than a theme installation — they needed a design system that reflected their wellness brand identity, supported their content-rich Wellness Hub, and could be extended by their internal team post-launch. The project was scoped for a four-month build window, with UX design, front-end development, and QA all running in parallel sprints.

SOLUTION

OVERDOSE delivered HealthPost on the Basecamp framework — a proprietary Shopify Online Store 2.0 theme architecture that provides a pre-built foundation of commerce patterns while allowing full design customisation. The team ran an ideation phase followed by high-fidelity Figma designs for desktop and mobile across all key page types: homepage, collection pages, product detail pages, the Wellness Hub, cart, and utility pages. Up to five custom Shopify sections were built specifically for HealthPost's content needs. The design system documented typography, spacing, colour, iconography, and accessibility standards (WCAG-compliant), giving HealthPost's team a clear framework for extending the site independently.

Challenge 06

Launching Two Storefronts Simultaneously Across Two Markets

HealthPost operates both healthpost.co.nz and healthpost.com.au, each with market-specific pricing, shipping providers, and regulatory requirements. Both storefronts needed to launch simultaneously on Shopify Plus, sharing a single theme codebase but serving distinct customer bases. Any mismatch in pricing, shipping rates, or product availability between the two markets would create immediate customer service issues.

SOLUTION

The team configured Shopify Plus with a multi-market architecture, maintaining separate staging and production environments with shared theme code managed through distinct branches per store. Market-specific shipping was handled through Starshipit (NZ) and ReadyToShip (AU), with Shopify's native multi-currency support managing pricing across the two storefronts. Elevar was configured to fire market-specific analytics events, ensuring GA4 data remained clean and segmented by region. The simultaneous launch was executed in a single cutover window, with both storefronts going live within the same morning.

Designing a Wellness Experience, Not Just a Store

HealthPost's customers aren't impulse buyers. They research ingredients, read certifications, compare products against dietary requirements, and return regularly for replenishment. The UX needed to support this considered, trust-driven shopping behaviour while making discovery feel effortless across a catalogue that spans supplements, organic food, skincare, and sustainable household products.

The design team began with a deep analysis of HealthPost's customer base and shopping patterns. The resulting design language is clean, calming, and content-rich — reflecting the brand's B Corp and Zero Carbon values without sacrificing commercial intent. The homepage balances editorial wellness content with dynamic product recommendations powered by Rebuy, creating a browsing experience that feels more like a curated wellness guide than a product grid.

Collection pages were designed with filtering as a first-class interaction, acknowledging that HealthPost's customers often shop by dietary requirement (vegan, gluten-free, organic), ingredient, or certification rather than traditional category navigation. Product detail pages prioritise ingredient transparency and review content, with Yotpo reviews prominently surfaced alongside product information to support the trust signals that drive conversion in the wellness category.

The Wellness Hub — HealthPost's content engine — was rebuilt as a fully integrated section of the shopping experience rather than a disconnected blog. Articles link directly to relevant products, creating a natural content-to-commerce pathway that supports both SEO and customer education. On mobile, which accounts for a significant share of HealthPost's traffic, the design maintains full feature parity — including AJAX cart interactions, loyalty programme visibility, and the complete filtering experience — without compromising page speed or usability.

CLIENT
LoVE

"The way the Overdose team handled issues along the way was the real test of partnership, and they showed up when the going got tough. We're really happy with what was delivered and super excited to get into the next phase of testing, optimisation, and new capability."

Abel Butler
CEO
HealthPost