(CASE STUDY) NUTRABOX · 2024 → 2026 REBUILD
India’s premium sports nutrition brand, re-engineered for the protein-first generation.
Took the 2024 storefront and rebuilt it for 2026 — a Shopify theme the merchandising team can ship campaigns from weekly without dev intervention, with LCP cut by more than half and a PDP that converts BNPL-ready buyers without burying the catalogue under banners.
Responsive · live homepage at 1440 / 820 / 414
(01) PROBLEM
A storefront that worked, but couldn’t scale weekly.
By late 2024, Nutrabox had product-market fit and a loyal D2C base. The site shipped revenue every day, but the merchandising team — running multiple campaigns a week with constant promo-code rotations — was blocked on dev for almost every change. Hero banners, BNPL surfacing, “Shop by Goal” categorisation, PDP layout: all hardcoded into theme templates rather than configurable sections.
On top of that, performance was bleeding. LCP sat above 4 seconds on Indian 4G networks. Chrome flagged the BNPL banner stack as a CLS culprit. The PDP carried four times the JS budget it needed to.
(02) APPROACH
Section-level Liquid, performance as a contract.
Every above-fold block became a configurable Shopify section. The merchandising team got drag-and-drop control over hero banners, promo strips, “Shop by Goal” tiles, and the bestseller carousel — without ever touching theme code.
- Conditional BNPL surfacing — Razorpay / Simpl / LazyPay banners only show when cart value enables them, freeing up above-fold real estate.
- Quick-add to cart on collection grids — fewer hops between discovery and checkout.
- “Shop by Goal” merged into category nav — Mass Gain / Fat Loss / Daily Wellness as filterable facets, not separate landings.
- Performance pass — image pipeline rebuilt with WebP + responsive srcset, JS budget cut from ~480kb to ~140kb on the PDP, critical CSS inlined.
(03) RESULT
Merchandising ships without dev. Performance survives the catalogue’s growth.
- Campaigns ship weekly via the merchandising team — zero dev tickets for layout changes.
- LCP under 1.8s on 4G (was 4.2s) — Lighthouse 95+ as the new floor.
- BNPL conversion held while banner real estate dropped 40% — the BNPL layer surfaces only when cart value enables it.
- PDP scales without theme rework — sectionable variant blocks let new flavours / pack sizes go live the same day.
(SCOPE)
- Custom Shopify theme — section-level Liquid, editor-friendly handoff
- BNPL routing layer — Razorpay / Simpl / LazyPay conditional surfacing
- PDP rebuild with sectionable variant blocks (flavour / pack-size / subscribe)
- Performance pass — WebP image pipeline, JS budget audit, critical CSS
- Editor documentation + Loom walkthroughs for the merchandising team