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Home > Projects > MG Naturkosmetik

Replatforming Natural Beauty

Building a Scalable Shopify Experience
for a D2C-First Brand

Industry

Natural Cosmetics

Regions Launched

Germany, Austria, Switzerland (DACH); future expansion to EU & US

Platform

Shopify

Model

B2C (D2C-focused), B2B enablement planned

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About the client

The client is a natural cosmetics brand with a loyal following across the DACH region. Known for clean formulations and a sustainable ethos, they’ve earned trust among shoppers who value authenticity in beauty care. With growth ambitions stretching beyond their home market, the company set out to modernize its ecommerce presence. That’s when they partnered with Elogic Commerce.

Our team stepped in to migrate them to Shopify, redesign the storefront, and build a flexible foundation that could support new regions, new models, and new stories.

Aligning business goals with digital
growth

When the project began, the brand had already defined the strategic pillars of its future growth. They wanted ecommerce to stop being an add-on and become the beating heart of their business. To achieve that, the priorities were clear:

01

Strengthen the direct-to-consumer channel while easing dependence on wholesale

02

Position the platform for a hybrid B2C and B2B model

03

Simplify operations with a clean, low-maintenance architecture

04

Empower internal teams to manage content and brand storytelling without technical roadblocks

What made this project a balancing act

Before we could roll up our sleeves, we had to slow down and map the terrain. Skipping that step would’ve meant headaches later, so we dug into the fine print early. Anticipating roadblocks from the start saved time, cut risks, and gave us the best shot at delivering exactly what the client needed.

  • The first challenge: localization. Serving Germany, Austria, and Switzerland demanded more than just translation. We had to account for currencies, tax rules, and user flows–all while leaving enough flexibility for a future EU and US rollout.
  • Next up: catalog complexity. 200 SKUs may not look like much, but building a structure that worked across regions and customer types without hurting SEO or discovery took careful planning.
  • And then came dual-purpose readiness. The platform had to shine for D2C now, yet quietly prepare for B2B tomorrow. 

Balancing all these moving pieces called for a careful strategy that aligned technology with long-term vision rather than short-term fixes.

How we delivered the change

With the challenges mapped and ready to be handled, our experts built a roadmap that balanced quick wins with long-term scalability. Each workstream was designed to address a specific pain point while keeping the brand’s bigger picture in focus.

Custom online ordering experience

We started by moving the entire operation from Shopware to Shopify. The priority was a smoother shopping experience and a storefront that could actually convert. For the DACH market, we introduced region-aware storefronts with localized content, currencies, and user flows. To support different customer groups across markets, we restructured the catalog into a flexible architecture that makes managing SKUs simple while boosting discoverability.

Loyalty & future expansion foundation

The brand wanted ecommerce to drive loyalty, not just one-off sales. We built a content-first structure to create awareness in markets not yet ready to shop, and laid the groundwork for loyalty programs and personalization. On top of that, we prepared the storefront for social commerce enablement on Instagram, Facebook, and TikTok, ensuring the brand will be ready to sell wherever their customers spend time.

Custom features

To support growth across Europe, we added a multi-language content hub. We also designed custom product filtering and streamlined category UX so browsing feels intuitive. Modular content blocks were implemented, giving the marketing team the ability to tell stories and launch campaigns without needing developer support.

System integrations

We prepared for Sage 100 ERP integration to sync inventory, orders, and customer data. DHL was connected for fulfillment, Shopify Payments set up for core transactions, and third-party payment gateways added for regional flexibility. Tracking was reinforced with GA4, Facebook Pixel, and advanced conversion setups to keep analytics sharp from day one.

Design implementation

Finally, we redesigned the storefront using the Minimalista Shopify Theme (Graphite style). High-fidelity Figma designs were applied and tuned for mobile-first. Every detail was built with accessibility, SEO, and performance in mind, while the look and feel stayed true to the brand’s clean, natural, high-trust values.

Milestones reached in discovery and early delivery

The first stage of the project was all about building a dependable technical backbone. Each step was carefully designed to remove the friction of the old system and set the foundation for scale.

Data migration

Roughly 200 SKUs, along with customer records and order history, were migrated from Shopware to Shopify with complete accuracy and no downtime.

Theme architecture

We delivered a high-performance Shopify theme that could support today’s D2C sales while keeping B2B enablement ready for future rollout.

Catalog and content structure

Product hierarchies and content flows were reorganized to create clear navigation paths and ensure SEO integrity.

Integrations

DHL was connected for shipping and fulfillment, while GA4, Facebook Pixel, and advanced tracking tools were configured for analytics readiness from the start.

Codebase and CMS

A modular framework was implemented to simplify ongoing management and enable consistent expansion into new regions.

Business impact that went beyond the build

The first implementation phase delivered measurable value across the organization. Every improvement, from faster launches to smoother collaboration, helped the client operate with greater speed and confidence.

Faster time-to-market

Using a theme-based Shopify MVP with modular customization, the new store launched quickly and efficiently, cutting development time and reducing go-live risks.

Lower operational load

An intuitive CMS and simplified backend removed the need for developer input on daily updates, allowing teams to focus on growth instead of maintenance.

Better customer experience

Optimized performance, faster checkout, and clearer product storytelling made shopping easier and more engaging.

Improved cross-team collaboration

Marketing and product teams could finally work together directly in Shopify’s CMS, aligning content and campaigns in real time.

Future-ready infrastructure

With a defined roadmap for ERP, marketplace, and social commerce integrations, the brand now operates on a scalable platform built for continuous expansion.

Where the partnership goes from here

With the foundation in place, the roadmap ahead is equally as exciting and frutiful. The next phase includes integrating Sage 100 ERP to automate inventory and order sync, and enabling social commerce on Instagram and TikTok.

Amazon and additional marketplaces are planned for early 2026, alongside localized storefronts for wider EU and US coverage.

A structured loyalty program and retention-focused automation will further strengthen customer relationships, turning the platform into a hub for long-term, multi-channel growth.

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Results today, growth tomorrow

The client now runs on a scalable, future-ready Shopify platform that supports growth and innovation. At Elogic, we help brands achieve the same transformation. Ready to accelerate your digital journey? Let’s build it together.