NutriGold Website

The decision to build NutriGold’s e-commerce site was a market decision first and a technology decision second. The D2C channel offered the company direct access to its buyers, first-party data, full margin control, and the ability to run A/B tests and personalization programs that third-party marketplaces make impossible.

I designed, built, and launched the NutriGold D2C site on Shopify, architecting the customer journey from first visit to post-purchase retention. The site launched with a conversion rate approaching 7%, reflecting how deliberately every element was optimized for CRO from the beginning.

Under the hood, I developed a custom product information management system in SQL that resolved the data syndication challenges the company had been managing manually. This gave the site a reliable, consistent data layer and set the foundation for NutriGold’s later expansion to additional channels.

The site went on to generate $6.2 million annually, establishing the D2C channel as a core revenue driver alongside the company’s brick-and-mortar retail presence.