Attackletics doubled sales with a neon storefront that opens like a plain one.
A smart batting tee and a finished coaching app, sold from a stock theme. Rebuilt in neon and scanlines, without making the phone pay for it.
2×Sales
+35%Order value
eCommerce · 6 weeks
MindPanda built its own channel and pushed Amazon into second place.
MindPanda sell stress balls, journals and planners to people managing their own mental load. Years of marketplace trading had proved the demand. The project gave the brand a storefront it owns.
ClientMindPanda
SectorMental wellbeing products
MarketUnited States and the UK
Timeline6 weeks
ServicesShopify Development, Migration, CRO
7 figuresDirect revenue
No.1Channel, ahead of Amazon
01The challenge
MindPanda make stress balls, journals and planners for people managing their own mental load. The products already worked. Years on Amazon had proved the demand, sharpened the listings and built a review history in both the United States and the UK. Very few brands reach that point without a store of their own.
What a marketplace does not hand over is the customer. It sets the margin, holds the email address and can change either without warning. A brand in that position is renting its own demand. The risk is invisible in a good month, which is exactly why it goes unaddressed for years.
The obvious answer is a second storefront that mirrors the listings. That gives a catalogue in two places and no reason for anyone to choose the smaller one. So the brief was never to duplicate Amazon. It was to build a shop that could win a buyer the marketplace had already trained.
02Our approach
UX
Buyers arriving from a brand advert are not scanning a results grid. So the site was planned around explanation rather than comparison: what the product is for, who it helps, and why the range exists at all. Marketplace copy does the opposite job, so nothing was going to be pasted across unchanged.
Technical
Two countries were treated as two storefronts running on one catalogue. A British buyer who meets dollars and a vague delivery estimate reads a warning rather than an offer. Shopify Markets was chosen so currency, pricing and the delivery promise switch automatically, and so nobody maintains a spreadsheet to keep both honest.
Conversion
The store had to sell what a marketplace cannot: bundles, the reason the product exists, and a brand that answers for itself. Copying a listing onto a product page loses that argument, because the marketplace version is faster to buy from and already trusted. Matching it was never the target.
03Design & UX
The product page leads with use rather than specification. Somebody buying a stress ball is buying what it does on a difficult afternoon, so that comes before materials and dimensions. The comparison furniture of a marketplace listing was left out: bullet stacks, badge clutter and cross-sell rails. None of it helps a visitor who has already chosen the brand.
Most visitors arrive on a phone, so the page was built for a thumb. Imagery, price and the buy control sit inside the first screen, and the longer explanation unfolds beneath them. Bundles appear as a choice on the same page rather than in a collection of their own. The decision to buy two is made while looking at one.
Design & UX image
assets/img/cases/mindpanda-amazon-to-direct-design.jpgRewritten, not ported
Titles written for marketplace search read as keyword strings on a brand page. Every product was rewritten for a reader who has stopped comparing.
Bundles where the choice happens
The decision to buy a set is made while looking at a single item, so the bundle sits on that page rather than in a separate collection.
Currency set by market
A British buyer should never meet dollars and an unclear delivery estimate, so pricing and the shipping promise change with the market rather than with a note.
Reviews requested after use
A stress ball earns an opinion in the week after it arrives, not on the doorstep, so the request is timed to use rather than to delivery.
04Development & technical implementation
The catalogue was ported out of the marketplace in one structured pass rather than product by product. Variants, images and inventory came across together, and the rewritten copy was layered onto those records afterwards. Matrixify handled the bulk work, which kept merchandising decisions with the team instead of losing them in retyping.
Shopify Markets runs the United States and the UK as separate markets inside a single admin. Currency, pricing and the delivery promise are set per market and resolve for the visitor without intervention. Klaviyo holds the customer record the marketplace never released, and GA4 reports the two markets apart so performance is not averaged into one misleading line.
One thing no build can engineer around is review history. Years of it sit on the marketplace and cannot be moved, so the store had to earn its own from the first week. The request goes out after delivery, timed to when the product is in use, and the theme reserves space for the answers before they exist.
Development image
assets/img/cases/mindpanda-amazon-to-direct-build.jpg05
Key solutions.
The parts of the build a visitor would point at.
01
Two markets, one admin
The United States and the UK each get their own currency, pricing and delivery promise, with no second storefront to maintain.
02
Structured catalogue migration
Variants, images and inventory moved across in one pass, so the range arrived complete rather than being retyped page by page.
03
Bundles at the decision
Sets are offered on the product page itself, where the choice to buy more than one is actually made.
04
Reviews from the first week
Requests go out once the product has been used, so the new store builds its own proof rather than borrowing it.
05
Customer records the brand keeps
Every order arrives with an email address and an order history, which makes the second sale something the brand can earn directly.
06
Reporting split by market
GA4 reports each country separately, so a strong month in one market does not disguise a weak one in the other.
06
The result.
What the work changed, in the numbers the client reports.
7 figuresDirect revenue
No.1Channel, ahead of Amazon
The store has taken seven figures in direct revenue. Every one of those orders arrives with the customer attached: the email address, the order history and the permission to sell to them again. On the marketplace the same order is a transaction the brand rents rather than keeps.
The own store is now the No.1 channel, ahead of Amazon. That changes what the business is. The marketplace becomes one route to market rather than the whole of it. Margin, pricing and the decision to run a promotion now sit with the brand rather than with a platform.
The second order is where the difference compounds. A repeat buyer on the marketplace has to be paid for again through search. The same buyer here arrives through an email list the brand owns. That is the part the revenue figure understates, because it keeps working after the advertising stops.
07
The finished site.
Live, and running the business it was built for.
The MindPanda store now trades in both countries from one catalogue, with currency, pricing and delivery handled per market. Bundles sit alongside single products, reviews accumulate on pages the brand controls, and the email list grows with every order instead of staying behind on the marketplace.
Visit the live site“
We spent years building a channel we did not own. The first month our own store beat it, we checked the numbers twice.
— Founder, MindPanda
09
Tech stack.
What it is built on, and what it talks to.
ShopifyLiquidShopify MarketsMatrixifyKlaviyoGA4
10
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