Future-proof headless e-commerce solution
Vitamail selected Represent as their agency because we understood their challenges, saw their vision, and had the expertise in headless ecommerce to hit all their requirements.
Who is Vitamail
Vitamail is a fast-growing Nordic health & wellness brand, delivering science-backed supplements across Europe. Competing in a crowded e-commerce market, Vitamail needed more than just a store. They needed a flexible, trustworthy, and high-performance digital presence to support their expansion.
Our solution enabled Vitamail’s marketing teams and editors to cut time spent curating and focus on creativity and growth, whilst optimising the experience for uses.
The Problem
Growth came with challenges:
- A rigid monolithic platform slowed down content updates and market launches
- Complex ingredient claims and clinical references were hard to manage
- Outdated UX and slow site performance were hurting conversions
- Scaling to new EU markets meant costly rebuilds instead of smart rollouts
In short: Vitamail needed a future-proof e-commerce architecture that empowered content teams and unlocked growth.
The Choice
Vitamail found Represent looking for an agency specialised in headless e-commerce. Specifically they had arrowed their search down to Shopify combined with Sanity. The market’s leading headless CMS that integrates with Shopify for (much) better content management.
The chosen stack:
- Shopify (headless commerce) for reliable product management, checkout, and subscriptions.
- Sanity headless CMS as the flexible content backbone
- Custom integrations (eg. translation workflows, AI tools)
This headless Shopify + Sanity approach gave Vitamail one combined content & commerce solution. Each part powered by industry leading softwares, customised to meet their existing needs, and with a composable setup that primed them for scale. This choice gives Vitamail the freedom to grow, without technical bottlenecks.
The Solution
Represent designed and delivered a modern headless architecture built for performance, flexibility, and conversions:
Flexible Content Modelling
- Editors can easily build marketing landing pages, using pre-defined content blocks, optionally pre-populated with content they use frequently.
- Complex data relations made simple. Linking products not only with their ingredients, but also to health claims and associated research.
- Multi-language setup with smart and time-saving AI-powered translation workflows
Shopify Commerce Integration
- ”Modern, headless” Shopify storefront, as apposed to a traditional Shopify “liquid” template, for lightening-fast performance and integration with content from Sanity CMS.
- Full checkout reliability and cart functionality preserved
AI-Powered Content Tools
- Embedded ChatGPT in Sanity Studio
- Teams can duplicate, translate, and localise content faster
- Keeps human editorial control for compliance and quality
Optimised UX for Conversions
- Clean navigation and trust-building layouts
- Faster page loads for better conversion rates
- Tested flows aligned with Vitamail’s marketing goals
Scalable Infrastructure
- Built to expand into all EU markets
- Modular architecture for new products, bundles, or features
The Results & Next Steps
Results so far
- Vitamail now runs on a headless Shopify + Sanity CMS platform, designed for growth
- Content teams work independently, publishing campaigns in record time
- Page performance improved, boosting conversion rates
- Platform ready to scale into additional EU countries (already expanded from the Nordics to the Netherlands, Germany, and the UK).
Next steps
- Currently replacing their bespoke subscription software for the Nordics, that has been running in parallel with the new Shopify solution. A big step in their business journey!
- Expanding into more European markets
- Adding personalisation and A/B testing by region
- Exploring loyalty systems and advanced subscription models
The foundation is set for long-term, scalable growth.