Some brands create products. Others create purpose.
Gumazing on the other hand, helps shape lives and bring health and nutrition to the forefront. More than just a supplement brand, Gumazing is a revolution in chewable wellness.
Born from a simple idea: make daily nutrition fun, flavorful, and functional. With a science-backed, gummy-first approach, Gumazing blends essential vitamins with great taste, turning health routines into habits people love. From immunity boosts to beauty blends, Gumazing’s journey is about making self-care accessible, one gummy at a time, powered by innovation and intention.
When Gumazing decided to take their supplements global, they weren’t just looking to build an online store. They wanted to build a sustainable, localized, and deeply intelligent e-commerce ecosystem. One that could match the brand’s mission of making child nutrition simple, science-backed, and accessible across geographies.
Every child deserves a superhero in their corner and Gumazing needed a tech superhero to bring their vision to life. That’s when they turned to Marmeto.
Gumazing’s requirement?
For a brand with an established offline presence, transitioning to e-commerce wasn’t a minor step, it was a strategic leap. So, what was on the agenda for Gumazing?
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An internationally scalable platform to unify operations across 20 potential markets
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A multi-language, multi-currency infrastructure that could adapt to local nuances
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A design system reflective of their cheerful, educational, and science-backed identity
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A backend that would centralize operations like inventory, order management, and fulfillment , no matter where a parent shopped from
While today Singapore, Saudi Arabia, Vietnam, and Bahrain are active as their primary markets, the initial task was the creation of a multi market store with 20 locations with a centralized backend for all.
Sounds simple, right but imagine this:
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Centralized ordering flow had to be maintained across all regions.
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Language had to dynamically change based on user location.
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Banners and promotional visuals needed to be location-specific.
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Offers and discounts had to vary by geography.
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Cart behavior (e.g., shipping rules, taxes, payment options) had to adapt per region.
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The entire front-end experience needed to feel local, while the backend flow stayed uniform.
What Solutions Did Marmeto Build for Gumazing?
Phase 1: The Foundation -
At Marmeto, great e-commerce starts with great architecture. For a global brand like Gumazing, this meant building a foundation that wasn’t just scalable. It had to be smart, adaptable, and future-ready.
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20 Geo-Based Storefronts with one unified backend
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We created 20 distinct store experiences tailored to regional markets, all controlled via a single, centrally-managed Shopify backend. This enabled operational efficiency without compromising local relevance.
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Automated Localization at length where every user sees a version of the site customized to their region, including:
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Currency
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Language
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Banners and promotions
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Dynamic content blocks achieved through intelligent rule-based automation and custom logic.
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RTL (Right-to-Left) Language Support
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For regions using RTL languages, we built full bidirectional formatting support to ensure seamless usability and native browsing experiences
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AI-Powered Customer Support with a self-learning AI chatbot:
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Product-related queries
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Order tracking and support
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Internal business workflow
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The AI continuously learns from user interactions, enabling round-the-clock assistance with zero human intervention freeing up internal teams and enhancing customer satisfaction.
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Custom Metafield Logic for Regional Cart Experiences
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We crafted unique cart progress bar experiences for each country, tuned to buyer behavior and local brand narratives—making checkout journeys not only functional but emotionally resonant.
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Custom progress bar logic using metafields per region
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Offer-based conditional rendering without needing third-party dependencies
This phase ensured Gumazing could offer a seamless and regionally tailored shopping experience while maintaining operational ease for their team.
Phase 2: Optimization and Channel Expansion-
Once the foundation was laid, Marmeto shifted focus toward optimization and channel expansion.
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A comprehensive CRO overhaul was implemented, redesigning:
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Page layouts for intuitive browsing
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Content formats to enhance readability and retention
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Navigation tailored specifically for parents—balancing simplicity with confidence-building information
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AI-powered insights guided refinements to user journeys, ensuring each interaction led to higher engagement and lower drop-offs.
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Marmeto collaborated closely with the Gumazing team to craft a tone that was:
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Scientifically credible
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Parent-first in both form and feel
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To complement the B2C experience, Marmeto engineered a custom B2B portal, unlocking a new growth channel by:
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Enabling bulk quote requests from resellers and retailers
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Supporting quantity-specific and SKU-based needs
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Digitizing wholesale workflows, previously managed offline, into a scalable, self-serve format
This seamless blend of consumer-centric UX and enterprise-grade B2B tooling allowed Gumazing to consolidate its offline strength into a unified digital ecosystem extending its market reach while maintaining operational clarity and control.
Phase 3: Future-Ready SEO Intelligence (Coming Soon)-
Marks the beginning of something deeper: a content-first, AI-informed layer that elevates Gumazing from supplement seller to trusted parenting ally.
While we can’t reveal all just yet, what’s cooking is built to:
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Drive long-term organic growth
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Deliver personalized, context-aware product discovery
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Anchor Gumazing as a thought leader through Learn+ by Gumazing, a storytelling meeting science
What We Learned While Working On This Project
Engineering 20 fully localized store experiences tethered to a single backend wasn’t just a structural task.
It was a strategic orchestration of logic, language, and latency. Each market needed distinct behavior: cart flows, currency logic, offers, visuals, and even regulatory nuances had to adapt independently—without breaking the global foundation. The challenge wasn’t just growth; it was precision in the growth.
We had to create a system that behaves like 20 different stores while maintaining the efficiency of one unified core. That meant building advanced logic layers, dynamic content renderers, and deeply modular components, each capable of real-time, geo-specific personalization.
The biggest learning was the understanding that Global e-commerce isn’t about replicating stores. It’s about reimagining infrastructure that thinks locally, adapts intelligently, and grows endlessly. However, the best part is that it all went live within a month of onboarding, making this one of the fastest multi-market go-lives in Marmeto’s history.
Data & Performance Insights (With the Singapore store now the primary focus, we’ll take you through the results from going live till in November 2024 till date in April 2025 for this location)
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Gross Sales over Time: SGD 83,118.71
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Returning Customer Rate: 21.53%
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Overall Sessions Recorded: 19216
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Mobile Sessions recorded: 11.2K
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Desktop Sessions recorded: 8K
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Average Order Value recorded: SGD 73.61
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Conversion Rate: 0.81%
Gumazing’s mission towards healthcare for children now has a robust, intelligent tech foundation to power its next chapter.
With a dynamic global storefront, AI-powered operations, and a growing B2B channel, the brand isn’t just going digital, it’s going intentional. As Gumazing looks to deepen its connection with parents through education, personalization, and purpose-driven innovation, Marmeto remains the quiet tech engine behind the scenes.
Because for a brand that’s redefining how families experience wellness, e-commerce can’t just be functional, it has to be fluid, empathetic, and future-ready.
That’s exactly what we built together, engineered for growth, designed for trust, and heading towards a global impact.
