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Making digital purchasing easier for Metagenics' practitioners and retailers, alongside a broader programme to reach and engage consumers.

UX/UI & CROData Driven UX & UIMobile / DesktopData

Metagenics

Metagenics — approved client photograph

Metagenics needed to make practitioner and retailer ordering easier while opening a direct route to consumers. The new model had to keep professional pricing and patient relationships intact across two different ways of buying.

  • The project

    Metagenics makes practitioner-formulated supplements and natural medicines. Its existing B2B platform had become difficult to update and use, just as the business was expanding its direct-to-consumer offer in Australia and New Zealand.

    Overdose worked with Metagenics on a Shopify Plus rebuild for both channels. Native B2B catalogues and company accounts supported practitioner and retailer ordering, while the consumer experience introduced subscriptions and patient-linked purchasing. The work also connected commerce, ERP and customer communications without treating B2B and DTC performance as one interchangeable result.

  • Scope

    • 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)
Metagenics project image

Connected systems

Integrations

Microsoft Dynamics remained part of the operating model, connected to Shopify through Boomi for company accounts, customer-specific pricing and order information. Shopify’s B2B features gave practitioners and retailers a way to order against their own account terms, including online payment of offline invoices. For consumers, a patient-practitioner referral link kept a purchase associated with the relevant practitioner. Dotdigital supported segmented communications, while Ordergroove handled subscriptions. These services had distinct jobs across B2B and DTC rather than forming a single generic integration layer.

Platforms & integrations

The principal systems in the B2B and consumer programme.

Integration

Platform

  • Shopify Plus

    B2B and DTC commerce

  • Microsoft Dynamics

    ERP and account data

  • Boomi

    ERP integration middleware

  • Dotdigital

    Segmented customer messaging

  • Ordergroove

    Consumer subscriptions

Challenges & solutions

Swipe to explore all four

1 / 4

  1. Challenge

    Connecting patients with practitioners

    Metagenics wanted to serve consumers directly without losing the relationship between a patient and the practitioner who recommended its products.

    Solution

    Patient referral links associated a consumer account with a practitioner, supporting commission-based purchasing through the new DTC channel.

  2. Challenge

    Keeping subscriptions relevant to consumers

    The recurring-purchase offer was for consumers and patients, not a default option for practitioner and retailer accounts.

    Solution

    Customer context determined where subscription options appeared. Ordergroove supported recurring purchases for eligible consumer journeys while B2B customers retained their own ordering experience.

  3. Challenge

    Preserving B2B pricing and account rules

    Practitioners and retailers needed customer-specific catalogues, company-level account structures and ways to settle existing invoices online.

    Solution

    Shopify B2B catalogues and company accounts supported those rules, with Microsoft Dynamics connected through Boomi. The checkout also allowed payment of offline invoices.

  4. Challenge

    Moving two channels off an inflexible platform

    The previous custom environment made changes slow, while the business needed to launch both professional and consumer experiences within a tight delivery window.

    Solution

    The team used Shopify’s native B2B and checkout capabilities where they met the requirement, limiting custom work to the distinct account and purchasing needs of Metagenics’ audiences.

Results

Increase in Total YoY Ecommerce Revenue
+67%
Jump in Conversion Rates
+25%
DTC Revenue Forecast Exceeded in Year One
3x
Subscription Opt-In Rate
36%

Shopify reports these results for Metagenics’ Australian B2B and DTC programme: ecommerce revenue grew 67% year on year; first-year DTC revenue reached three times its initial forecast; 36% of consumers and patients opted into subscriptions. The published source also reports a 25% conversion-rate increase without a separate comparison window. These are programme results, not measures of the B2B rebuild alone.

Experience

UX & UI

Practitioners, retailers and consumers came to Metagenics with different tasks. Professional customers needed account-specific products and pricing, repeat ordering and visibility of invoices. Consumers needed clear product information and a straightforward route to purchase or subscribe.

The Shopify experience gave B2B customers company accounts and catalogues suited to their terms. Consumer journeys organised supplements around health goals and conditions, with subscriptions available where relevant. The design work made those differences legible without forcing every audience through the same buying path.

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Client love.

“Overdose’s deep Shopify Plus expertise and agile, partnership-driven approach underpinned the success of our replatform, delivering both technical excellence and a strong foundation for future digital growth.”
Portrait of Suzie Young

Suzie Young,

Head of Digital, ANZ

Metagenics logo, black variant

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