CASE STUDY
SHOPIFY PLUS
Joovv
Shopify Plus Development and Ongoing Support Since 2019
We help Joovv build, maintain and improve its Shopify Plus store, from custom theme development and checkout work to accessibility, custom apps, performance and platform migrations.
241%
INCREASE IN SALES
72%
GROWTH IN CONVERSION
2019 – Present
ONGOING PARTNERSHIP
Project Overview
CLIENT
Joovv
WEBSITE
INDUSTRY
Health & Wellness / Red Light Therapy
PLATFORM
Shopify Plus
PARTNERSHIP
2019–Present
Services Provided
THE CHALLENGE
Supporting a Shopify Plus Store that Never Stops Evolving
Joovv’s ecommerce business has grown significantly since we started working together in 2019.
Their Shopify store needed to keep up with new products, campaigns, customer needs and major changes to the Shopify platform.
Over the years, that created several challenges:
An older theme and content setup needed to move to Shopify Online Store 2.0.
Accessibility issues needed to be addressed across the storefront.
Joovv needed custom checkout functionality that went beyond Shopify’s standard setup.
Store performance and CLS needed ongoing improvement.
Marketing needed flexible custom pages and sections without rebuilding the store every time.
Analytics and GA4 tracking had to stay accurate as the storefront changed.
Joovv didn’t need another one-time redesign. They needed a Shopify team that already understood their business and could solve problems as they appeared.
OUR SOLUTION
Acting as Joovv’s long-term Shopify Development Team
Since 2019, Uptek has worked alongside Joovv’s ecommerce team to maintain and continuously improve its Shopify Plus store.
Our work ranges from day-to-day development to larger technical projects that require months of planning, development and testing.
What We Delivered
01 Shopify Plus Theme Development
We have developed and launched two versions of Joovv’s Shopify store and continue to maintain the storefront today.
The goal is simple: Joovv can keep improving its store without rebuilding everything from scratch.
Our work includes
02 ACF → Shopify Online Store 2.0 Migration
Joovv’s previous storefront relied on ACF to manage custom content.
We migrated the store to Shopify’s Online Store 2.0 architecture and rebuilt the required content structure using Shopify’s newer theme capabilities.
What this improved
BEFORE
AFTER
03 Accessibility Improvements
Accessibility became an urgent requirement for Joovv.
Uptek spent approximately three months reviewing and improving accessibility issues across the Shopify storefront.
We worked through the theme and key customer journeys while making sure ecommerce functionality continued to work correctly.
Accessibility is now considered as part of Joovv’s ongoing Shopify development rather than as a one-time fix.
Areas addressed included
04 Rebuilding Joovv’s Upsell & Discount Engine
Joovv relied on Shopify Scripts for important cart upsells and promotional rules.
With Shopify Scripts being retired, that logic needed to be rebuilt.
But there was another problem.
Joovv had discount rules that Shopify couldn’t handle with standard discount settings.
FOR EXAMPLE
Some offers could combine with influencer codes, but those same combinations needed to be blocked during promotions such as BFCM.
Standard Shopify discount combinability did not provide that level of control.
Our solution
Uptek rebuilt Joovv’s upsell and discount system using Shopify’s newer Functions and discount APIs.
We created custom logic around Joovv’s actual promotional requirements instead of forcing the business to change its promotions around Shopify’s limitations.
Discovery
September 2024
Migration completed
June 2026
05 Shopify Plus Checkout Customization
We have developed and maintained custom functionality across Joovv’s Shopify Plus checkout experience.
This included adapting existing functionality as Shopify moved toward its newer checkout architecture and making sure Joovv’s business rules continued to work.
Our checkout work focuses on reducing friction without adding unnecessary complexity to the buying process.
06 Performance & CLS Improvements
As a Shopify store grows, apps, custom features, scripts and marketing tools can gradually affect performance.
We have continuously worked on Joovv’s frontend performance, including improvements to Cumulative Layout Shift (CLS).
The goal is not simply a better performance score.
It is a storefront that feels faster and more stable for customers.
Custom Shopping Experiences
Helping Customers Understand a Technical Product
Red light therapy requires more customer education than a typical ecommerce product.
Joovv’s customers need to understand the technology, compare devices and decide which product fits their needs.
We helped build custom Shopify experiences around those decisions.
Analytics & Tracking
Supporting Better Ecommerce Data
Uptek has also supported Joovv’s GA4 and ecommerce tracking as its storefront has evolved.
This helps Joovv maintain reliable measurement across important customer actions while themes, checkout functionality and other parts of the store continue to change.
THE RESULTS
A long-term Shopify Partnership Built Around Continuous Improvement
241%
Increase in sales
72%
Growth in conversions
2
Shopify store versions developed and launched
7+
Working together
The biggest result isn’t one feature. It’s that Joovv has had the same Shopify development partner supporting its ecommerce operation since 2019.
When the Shopify platform changes, a new campaign launches or a custom feature is needed, we already understand the store and can get to work.
CLIENT FEEDBACK
“Their commitment to our satisfaction and meticulous attention to detail made Uptek an invaluable partner in our ecommerce journey.”
Wesley Pfiffner
CMO, Joovv
Technology
Platform
Shopify Plus
Frontend
Liquid · HTML5 · CSS3 · JavaScript · Vue.js · GSAP
Data & Content
JSON Templates · Shopify Metafields
Analytics
GA4
Let’s Build a Better Shopify Store
You shouldn’t have to explain your Shopify setup to a new developer every few months.
Uptek works as an extension of ecommerce teams, handling ongoing development, custom functionality, migrations, performance, checkout and the technical problems that appear as your store grows.
Tell us what you need help with.