Invity Unlocks Global Expansion with Marmeto

Explore how Invity partnered with Marmeto to cut operational costs, enable multi-currency checkout, and achieve global expansion with BigCommerce. Experience increased sales and streamlined operations for sustainable growth.

Introduction

Invity is a transformative skincare and wellness brand that is relentlessly pushing the boundaries of science to offer longevity solutions inspired by epigenetics research. Located in Singapore, this pioneering company has a community of scientists studying metabolic pathways such as NAD, Sirtuin, and AMPK in the human body. They are committed to providing cutting-edge, science- backed cell restoring formulas that help humans delay the effect of aging and become their most youthful selves in every way.

As a global wellness brand, Invity faced difficulties targeting the international market due to the non-available of multi-currencies in their e-commerce platform. High transaction costs, technical limitations, and the need for multiple third-party applications to support their e-commerce business was impeding their global ambitions. To address these issues, Invity partnered with Marmeto, a renowned e-commerce solutions provider to migrate its e-commerce platform to Bigcommerce. This case study explores how Marmeto helped Invity with the migration of their e-commerce platform.

The Challenges

1. High Operational Costs: Invity was facing high operational costs, primarily driven by high transaction charges and the use of multiple third-party applications for essential e-commerce functionalities. The heavy use of third party applications raised the risk of vulnerabilities and privacy issues around customer data.

2. Multi-Currency Checkout: Invity’s ambitions to sell its products globally was adversely affected due to the inability to offer multi-currency checkout on its e-commerce platform.

3. Global Expansion Challenges: Invity strongly believed in ‘glocalisation’ and this required adapting website content, assets, marketing messages, user experience and customer service channels according to the local preferences of the new markets.

4. SEO and Campaign Disruption: Invity had acquired an enviable collection of news articles, high authority backlinks and third-party referrals through its PR and affiliate marketing efforts. The transition to a new e-commerce platform could potentially disrupt existing SEO rankings and Invity was clear about not wanting to sacrifice these valuable assets.

The Solutions

1. Pricing Model Feature:

Migrating the store to BigCommerce allowed Invity to take advantage of the platforms’ pricing model feature. This feature eliminated transaction charges, allowing Invity to invest these into marketing efforts and offer more customer service options. . Additionally, BigCommerce offered a range of native features that replaced the need for multiple third-party applications. This consolidation not only lowered costs but also simplified the management of the e-commerce ecosystem and eliminated risks and exposure.

2. Multi-Currency Checkout Feature:

Migrating the store to BigCommerce allowed customers from various regions to shop in their preferred currency, enhancing their shopping experience and improving customer satisfaction. This supported Invity's global expansion strategy, enabling them to compete more effectively in international markets.

3. Multi Storefront Feature:

We leveraged BigCommerce's multi-storefront functionality to create distinct online stores for Invity’s 4 largest markets - US, UK, Singapore, and Australia. Additionally a Global store was launched to cater to customers from outside these 4 markets. Each storefront was customized to cater to the unique needs and preferences of customers in that market.

4. SEO Structure:

We recognized the importance of minimizing disruption during the migration process. We offered a store migration plan with an SEO-friendly structure that helped preserve existing SEO efforts. Moreover, the migration strategy was executed by Marmeto in such a way that ensured minimal disruption to ongoing marketing campaigns. This smooth transition allowed Invity to maintain its online visibility and continue its marketing efforts seamlessly on the new platform.

Project Implementation

Invity initiated the store migration with Marmeto on June 13th, and concluded in mid-July. The full-fledged launch of all four Multi-Storefronts (MSFs) took place on August 1st. These storefronts were customized according to the local preferences of customers in the United States, United Kingdom, Singapore, and Australia.

The key features of the project included:

Multi-currency Checkout: BigCommerce enabled multi-currency checkout, allowing customers from different regions to shop in their preferred currency.
Multi-Store Front: The implementation of multiple storefronts on a single platform facilitated personalized shopping experiences for different regions.
IP-Based Redirection: Customers were automatically redirected to the appropriate regional storefront based on their IP address, enhancing the user experience.
No Platform Transaction Charges: Eliminating transaction charges per order reduced operational costs significantly.
Native Wishlist Feature: BigCommerce provided a built-in wishlist feature, enhancing customer engagement and retention.
Custom URL Structuring: Customizable URLs allowed for SEO optimization and brand consistency.
Single Admin for SKU and Category Management: Managing products and categories across multiple storefronts and multiple sales channels was simplified through a single administrative interface.

Results and Impact

Migrating the store to Bigcommerce delivered substantial benefits to Invity:

Revenue Operations: Revenue operations were unaffected without any downtime - migration was done in stages and without impact to the customer’s shopping experience.
Cost Efficiency: BigCommerce's elimination of transaction charges and reduced reliance on third-party applications resulted in cost savings.
Global Expansion: Invity was able to expand its presence in the US, UK, Singapore, and Australia seamlessly, reaching a broader audience. They also have a global website for customers from other markets.
Enhanced Customer Experience: The native wishlist feature and custom URL structuring improved the overall shopping experience for customers.
Streamlined Operations: Managing multiple storefronts and products became more efficient with a single admin panel.
Future Scalability: With the foundation laid by Marmeto, Invity is well-prepared for future growth and expansion into new markets. They are planning to launch 3 additional storefronts with multi-language and multi-currency in the same shopfront.

Conclusion

The case of Invity's migration to BigCommerce illustrates the transformative impact of choosing the right e-commerce platform. By addressing the key determinants of global expansion, Invity not only increased sales and efficiency but also positioned itself for sustainable future growth. With a strong foundation in place, Invity can continue to thrive in the competitive e-commerce landscape.

Ready to migrate your ecommerce store to BigCommerce? Discover how Marmeto can empower your business to achieve e-commerce excellence. Contact us today to explore our customized solutions and unlock your brand's full potential in the digital marketplace.